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Characteristics of a CRM Plan

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In your own words describe at least three activities that represents each characteristic of a CRM plan; share of customer, lifetime value of a customer, customer equity or high-value customers.

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CHARACTERISTIC & CRM ACTIVITIES

1. Share of Customer
? Be concerned with building relationships with customers and try your best to satisfy what they need in a product or service. Customer satisfaction is the goal in CRM. Invest time, resources and effort in understanding and addressing the necessity of personalized relationship with the customers.
? Use methods that engage the customers and make them interact with the company through direct marketing leveraging techniques, e.g., direct mailers, e-mail campaigns, live chat support, targeted web marketing, and other online customer buying behavior analysis.
? Customer loyalty puts a company in a sustainable advantage over its competitors. Build and improve customer loyalty through the implementation of a variety of customer loyalty programs such as rewards program; frequent purchase card; discount card; membership program; creating a community through sponsorship in local running events and others. ...

Solution Summary

Describe activities for each CRM plan characteristics. References are included.

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Marketing Plan for Z-Wing

You are the Head of Commercial Aviation at Z-Wing, the world's largest Commercial and military manufacturer. Janssen is Z-Wing's closest comeptitor and has recently captured 47% of the market. The Chairman Aaron Weiss has given one objective--"Come up with a marketing plan to help Z-Wing stay ahead of Janssen and maintain Z-Wing's position as world leader. The aviation industry is growing at 5% a year so innovation will be key to maintaining Z-Wing's leading edge.

Z-Wing Marketing Plan
You are the Head of Commercial Aviation at Z-Wing, the world's largest commercial and military manufacturer. Janssen is Z-Wing's closest competitor and has recently captured 47% of the market. The Chairman Aaron Weiss has given one objective - "Come up with a marketing plan to help Z-Wing stay ahead of Janssen and maintain Z-Wing's position as world leader. The aviation industry is growing at 5% a year so innovation will be key to maintaining Z-Wing's leading edge.
The marketing plan should be 2500 - 3000 words and include the following information:
1. Executive Summary
2. Situation Analysis
a. Market Summary
b. SWOT Analysis
c. Competition
d. Product Offering
e. Keyes to Success
f. Critical Issues
g. Historical Results
h. Macroenvironment
3. Marketing Strategy
a. Mission
b. Marketing Objectives
c. Financial Objectives
d. Target Markets
e. Positioning
f. Strategies
g. Marketing Mix (Four P's)
h. Marketing Research
4. Financials
a. Break-even Analysis
b. Sales Forecast
5. Controls
a. Implementation
b. Contingency Planning

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