Intenational Marketing Management IMMCH04.pptVIP

7. Global Account Management (GAM) * Managing Global Account Relationships: Clarify the role of the global account management team. Make incentive structure realistic. Pick the right global account managers. Create a strong support network. Make sure that the customer relationship operates at more than one level. GAM should be flexible and dynamic. 栗阻硬晒育涡耗透屠圃啡汝后拼鞠球搽缚毫酒弯唤抹婆朽盗吭稀淮拧缮云International Marketing Management IMMCH04International Marketing Management IMMCH04 8. Global Customer Relationship Management (CRM) * The process of managing interaction between the company and its customers is called customer relationship management (CRM): Helps in customer retention Helps in richer communication and interactive marketing Helps in tailored services Helps to maintain a closer contact with the customers 况绿肚茁直刑唇罕及苦礁眯壮饱厦谓絮在嫂骨髓看屠誉彰送倍碑历满窥琴International Marketing Management IMMCH04International Marketing Management IMMCH04 8. Global Customer Relationship Management (CRM) * Benefits of CRM: A better understanding of customers’ expectations and behavior Ability to measure the customers’ value to the company Lower customer acquisition and retention costs Ability to interact and communicate with customers in countries where access to traditional channels is limited 姥识哭哦政柏一芜饯瓷嘶贺验粪群卞冯洗宿然阉扭柑寒缝闪询原骇口抿冗International Marketing Management IMMCH04International Marketing Management IMMCH04 8. Global Customer Relationship Management (CRM) * Guidelines for Successful CRM Implementation: Make the program business-driven rather than IT-driven Monitor and keep track of data protection and privacy laws in those countries where CRM systems are being used or are in the planning stage A good database is the main pre-requisite. Rewards being sent out to customers are relevant, targeted, and personal. 趾括谜总另确投九膜妙梳樱愚众箕宣洋产渤邵喧预培浚烃词倦盎磕葛悄可International Marketing Management IMMCH04International Marketing Management IMMCH04 * * * * * * * * * * * * * * * * * * * * Copyright (c) 2007 John Wiley Sons, Inc. Co