CRM-Group 3

Presented By: Group 3

Introduction  Frankenmuth of Michigan y y y

y

y

No

1 tourist destination in Michigan German Heritage of cultural cohesion and work ethics Town beautification based on tips learned at Disney  institute The most important thing is no visitor leaves unhappy Highest marks to town safety and cleanliness

Major Businesses Total Business $ 120 million Of which three major groups have $ 30 million each  - Two of Zehnder Family :  Zehnders of Frankenmuth  Bavarian Inn Restaurant  - Bronners  Bronners CHRISTmas Wonderland  

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Common y y y y y y y y

Attributes

100% empowerment to employees Training employees to do whatever to fix complains. No customer tracking process Lot of time spend on talking to people Sales promotion schemes Comping Positive attitude towards word of mouth Cohesion in community  Growing the pie and not share in the pie

Word y

y

y

y

of Mouth

 W ord-of-mouth

is a way of communication between people regarding product and service performances It is considered an unofficial form of  communication Research results vary as to how many people a person informs about a product. There is wide industry belief that a dissatisfied customer will tell more people than a satisfied customer

Power y

y y

y

W OM

of WOM

is an independent and honest source of  information It is tailored to the people that are interested in it It is powerful because it provides indirect experience about the product through the experiences of friends and relatives It is a medium of informal advertising

Effectiveness y y y y

of WOMC

The strength of the message The method of communication used The personalities involved  Accumulative contact intensity and numbers

Customer Oriented

Marketing Strategies

 Zehnders of Frankenmuth: The Birthday Club Frequent Buyer Program Comping Meals Employee Empowerment to Deal with complaints quickly  Bavarian Inn Restaurant: Making peoples experience unique & personal Greeting by Hostess in German costume Regular Musical Entertainment Bavarian Inn Lodge: Employee Training & Education y y y y

y y y

y

Frankenmuth As One Positive Whole y

y y

y

Same Values of Customer Satisfaction and Relationship Management Leveraging on German Heritage Sense of Community, Civic Pride & Safety  Friendly, Sincere, Genuine Every Customer Leaves Satisfied  Employee Education & Empowerment

Factors Stimulating Customer Referrals y y y

Overall satisfaction levels The likelihood to repurchase The likelihood to recommend

Guest profiles affecting word of mouth y

Depends on which level of the hierarchy of relationship, the customer is, that is, whether he is a y

y

y

y

y

Client,  Advocate, Patron, or a Partner

Displayed behaviour plays an important role, that is  whether he is an y

y

y

y

 Active or passive customer,  Apostle, Mercenary, or Defector

More y

y y

y

y

Word of Mouth Activity

Empowerment of employees: as the problem moves up the ladder it gets exaggerated. Employees should be customer sensitive.  Videos showing different kind of problems that can arise can be showed to employees and should be trained to solve the problem. Top management should ensure that the employees are motivated to accomplish their task. Company should focus on cultivating relationships  with their employees

Calculating CLV y

CLV_CRM Grp3.xlsx

How to stimulate WOM Create a unique product or service Stimulate knowledge about your service or product Satisfy all inquiries Quietly and efficiently deal with complaints Feed the businesss loyal customer base with more information Respond to positive comments as well as complaints to maintain high levels of customer satisfaction. Develop and implement  W OM intensive strategy 

y y y y y

y

y

y

Incentives , discounts , involve customer, etc

How y

y

y

y

y

to measure WOM

Training and empowering employees to acquire information from customers  Adding questions to customer surveys that relate to  W OM activity  Creating a database and monitoring the pattern of visit for your customers Conducting focus groups to understand what their customers usually talk about Benchmarking satisfaction

Avoid Negative Word of Mouth Solve the problem or Rectify the problem

immediately  y

y

y

Establish Rapport  Avoid a standoff  Be reliable, responsive, credible, empathetic

Thank You!