Analysis on the Impact of CRM in Marketing Strategy in Health Supplement Business: Using Cerebos as a Case Study
Date Issued
2009
Date
2009
Author(s)
Feng, Nan-Yang
Abstract
In today''s competitive business dynamics, enterprises have tried hard to establish their own sustainable core competency in creating customer value through competitive differentiation in order to widen the gap from competitions. Although customers should be the focus, the business operations of most organizations are designed for the purpose of management control, thus neglecting thoughts for the customer and only paying attention in pursuing economies of scale in production and marketing strategies to drive market share. However, with the claims of personalized products and services with differentiated value, enterprises need to rethink ways to deepen the relationship between customers and strive to maintain the interaction with customers in order to create a unique brand experience and instill customer appreciation. This is the spirit of the customer relationship management. ith the improvement of technology, customer relationship management has become popular in business since the late twentieth century. Customer relationship management is not only a concept, a theory, or a strategy, but an attitude of business survival. Health supplement has a high degree of consumer involvement and the business is complex in terms of the diversity in customer preference and needs as well as product category. Customer relationship management should be the core competency for the enterprise in order for the enterprise to be fully equipped to understand customer needs & behavior and analyze customer value. In addition, formulating an effective customer strategy and marketing campaign, to cope with customers at all stages of the life cycle and with the end goal of strengthening customer loyalty and creating life time value through customer satisfaction, is also essential. n this study, the live case of Cerebos, a health supplement company which has a traditional business model and mass marketing approach also utilizes customer relationship management in creating a direct sales business while maintaining the coexistence of the two modes, will be explored. In addition, an in-depth analysis in the implementation of customer relationship management, which encompasses customer strategy and execution of acquisition and retention, will be offered. In order to measure the effectiveness of customer relationship management the key performance indicator is applied.ustomer relationship management could serve as the basis of innovation for the enterprise business model and synergize mass marketing and relationship marketing. Customer strategy is the key to implementation. Every enterprise must have the capability to segment customers and understand customer needs and values prior to resource allocation and customer treatment plan. Enterprises must be flexible in adopting strategies to meet customer growth and change, but at the same time hold the concept of "the right customers is right". In essence, it is important to understand that customer relationship management requires time & patience and enterprises need to establish a customer-centric culture and value within their organization.
Subjects
Customer Relationship Management
Customer Strategy
Customer Segmentation
Direct Selling
Telemarketing
Type
thesis
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ntu-98-P95746009-1.pdf
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