Market Research

What's CRM? How Grey pursue the development of CRM?

• CRM goal: an integrated approach to create, identify, evaluate, capture, enhance, share and apply Grey' intellectual capital

• Use existing database in segmenting customers, predicting loyalty, analyzing market needs

• Need a specialized team to develop CRM

• Utilize the resources of Grey' worldwide partners

Compare traditional customer service and CRM

• Traditional customer service:

Multiple customer databases or having no customer database

Used to satisfy customers' needs and requirements

Not used for customer acquisition, loyalty, growth, retention, etc

• CRM

An integrated customer database

Used to segment customers, predict loyalty, analyze market needs, make business strategy, etc

Used advanced technology as enabler

How to redefine client value using CRM? Divide clients into 2 tiers

• Traditional clients who need assistance to assess their competitive environments and build brands

• Sophisticated clients who have strong marketing & brand strategies but want to develop a customer relationship vision and plant

How to interact back-end and front-end?

• Make a unique understanding of gathering data, optimization in the front-end and back-end

• Provide training in the entire company to make sure that all employees think and do in the same way

• Interaction is done via CRM technology

• Front-end people need to be able to think strategically and back-end people support them

Build a customer process blueprint to maximize the use of existing customer database

• Define CRM objectives

• Choose enabler: CRM technology such as data mining, customer profiling

• Choose implementing tools

• Brand Future +: use a