Customer Relation Management
Pagina | 1
,Inhoud
1 Intro/Consumer Insights...................................................................................................5
1.1 Customer Relation Management: context.......................................................................5
1.1.1 Waarom is Marketing & Sales zo snel aan het veranderen.......................................5
1.1.2 Online koopgedrag is een MUST in Buyer Persona vandaag.....................................6
1.1.3 Zeer belangrijke evoluties zijn merkbaar in het domein van Marketing & Sales......6
1.1.4 Marketing: waarde creëren en verkrijgen.................................................................7
1.1.5 Marketing: het marketingproces – waar speelt CRM mee?......................................8
1.1.6 5 grote kernbegrippen:..............................................................................................8
1.2 Consumer Insights.............................................................................................................8
1.2.1 Consument 4.0.........................................................................................................10
1.2.2 Consumer Insights: E-commerce.............................................................................10
1.3 Merkbeleving..................................................................................................................11
1.3.1 5 grote kernbegrippen:............................................................................................11
1.3.2 Consumer Insights: Contrex.....................................................................................11
1.3.3 Klanttevredenheid....................................................................................................11
1.3.4 Brand management – definities en types................................................................12
1.3.5 Brand awareness versterken door openlijk concurrenten te bekampen of te
vergelijken.........................................................................................................................13
2 Enkele CRM modellen.....................................................................................................14
2.1 Value Proposition-model (Treacy & Wiersema).............................................................14
2.2 Customer Relevancy Model (Crawford & Mathews)......................................................16
2.3 Adoptie- of innovatiemodel (Rogers)..............................................................................18
3 STP en Buyer Persona.....................................................................................................19
3.1 Inleiding...........................................................................................................................19
3.2 Marktsegmentatie...........................................................................................................21
3.3 Keuze van de doelgroep..................................................................................................22
3.4 Marktpositionering.........................................................................................................24
3.5 Persona of Buyer Persona...............................................................................................25
3.5.1 Buyer Persona binnen context van segmentatie, doelgroepbepaling en
positionering.....................................................................................................................25
3.5.2 Customer Empathy Map als hulpmiddel of model..................................................26
3.5.3 Opstellen brandkey (= bestaandsredenen).............................................................28
3.5.4 Integreren in je marketingmix (4P-7P).....................................................................28
Pagina | 2
,4 Marktonderzoek & -analyse...........................................................................................30
4.1 Wat is marktonderzoek? En waarom is het belangrijk?.................................................30
4.1.1 Marktonderzoek & Consumer Insights: aandachtspunten......................................30
4.2 Marktonderzoek & -analyse: Context.............................................................................31
4.2.1 Marketing Informatie Systeem (MIS).......................................................................31
4.2.2 Secundaire en primaire gegevens............................................................................32
4.2.3 Net Promotor Score (NPS).......................................................................................33
4.3 Hoe aan marktonderzoek doen?....................................................................................33
4.3.1 Probleem en onderzoeksdoelen duidelijk formuleren............................................33
4.3.2 Het onderzoeksplan opstellen.................................................................................33
4.3.3 Goed marktonderzoek.............................................................................................34
4.3.4 Validiteit VS betrouwbaarheid.................................................................................34
4.3.5 Soorten marktonderzoek.........................................................................................35
4.4 Onderzoeksmethoden primaire gegevens......................................................................37
4.4.1 Uitvoering van het onderzoeksplan (verzamelen en analyseren)...........................37
4.5 Enquêteren, contactmomenten, steekproefmethoden en onderzoeksinstrumeneten 38
4.5.1 Steekproeftype & -grootte bepalen.........................................................................40
4.5.2 Onderzoeksinstrumenten........................................................................................41
4.6 Aandachtspunten............................................................................................................42
4.6.1 Aandachtspunten bij opstellen vragenlijst..............................................................42
4.6.2 Schaalmeting............................................................................................................45
5 Customer Journey..........................................................................................................46
5.1 Wat is een cutomer Journey?.........................................................................................46
5.2 CJ-model (4-5-6 fasen)....................................................................................................46
5.3 Stappen van CJ Mapping.................................................................................................47
5.3.1 STAP 1: Voorbereiding CJ – scherpstellen van de CJ-doelstellingen:......................47
5.3.2 STAP 2: scoping van de CJ........................................................................................48
5.3.3 STAP 3: Customer Journey Mapping........................................................................53
5.4 CJ-model (4-5-6 fasen)....................................................................................................57
5.4.1 Customer Journey Making.......................................................................................57
5.4.2 Customer Journey Mining........................................................................................58
5.4.3 Customer Journey Management.............................................................................59
6 Costumer 4.0 en Omnichannel........................................................................................60
Pagina | 3
, 6.1 Marketing is in eerste instantie......................................................................................60
6.2 Consumer 1.0 Consumer 4.0..........................................................................................60
6.3 Consumer 4.0..................................................................................................................60
6.3.1 Key challenges voor ondernemingen.......................................................................62
6.3.2 Hoe concurrentie voeren, hoe differentiëren en het vertrouwen van Consumer 4.0
winnen (en behouden)?....................................................................................................63
6.3.3 Customer Experience...............................................................................................64
6.3.4 Customer-Centricity als antwoord op het geweld van tech-bedrijven en
platformen?.......................................................................................................................64
6.4 Omnichannel...................................................................................................................65
6.4.1 Van single channel naar omnichannel.....................................................................65
6.4.2 Omnichannel............................................................................................................65
6.4.3 Voorbeeld.................................................................................................................67
6.4.4 Consumer 4.0 koopt “omnichannel”.......................................................................67
6.4.5 6 trends en ‘voorspellingen’ op vlak van Customer Experience..............................69
6.4.6 Happy Employees = Happy Customers....................................................................70
7 Examen informatie.........................................................................................................71
Pagina | 4
Pagina | 1
,Inhoud
1 Intro/Consumer Insights...................................................................................................5
1.1 Customer Relation Management: context.......................................................................5
1.1.1 Waarom is Marketing & Sales zo snel aan het veranderen.......................................5
1.1.2 Online koopgedrag is een MUST in Buyer Persona vandaag.....................................6
1.1.3 Zeer belangrijke evoluties zijn merkbaar in het domein van Marketing & Sales......6
1.1.4 Marketing: waarde creëren en verkrijgen.................................................................7
1.1.5 Marketing: het marketingproces – waar speelt CRM mee?......................................8
1.1.6 5 grote kernbegrippen:..............................................................................................8
1.2 Consumer Insights.............................................................................................................8
1.2.1 Consument 4.0.........................................................................................................10
1.2.2 Consumer Insights: E-commerce.............................................................................10
1.3 Merkbeleving..................................................................................................................11
1.3.1 5 grote kernbegrippen:............................................................................................11
1.3.2 Consumer Insights: Contrex.....................................................................................11
1.3.3 Klanttevredenheid....................................................................................................11
1.3.4 Brand management – definities en types................................................................12
1.3.5 Brand awareness versterken door openlijk concurrenten te bekampen of te
vergelijken.........................................................................................................................13
2 Enkele CRM modellen.....................................................................................................14
2.1 Value Proposition-model (Treacy & Wiersema).............................................................14
2.2 Customer Relevancy Model (Crawford & Mathews)......................................................16
2.3 Adoptie- of innovatiemodel (Rogers)..............................................................................18
3 STP en Buyer Persona.....................................................................................................19
3.1 Inleiding...........................................................................................................................19
3.2 Marktsegmentatie...........................................................................................................21
3.3 Keuze van de doelgroep..................................................................................................22
3.4 Marktpositionering.........................................................................................................24
3.5 Persona of Buyer Persona...............................................................................................25
3.5.1 Buyer Persona binnen context van segmentatie, doelgroepbepaling en
positionering.....................................................................................................................25
3.5.2 Customer Empathy Map als hulpmiddel of model..................................................26
3.5.3 Opstellen brandkey (= bestaandsredenen).............................................................28
3.5.4 Integreren in je marketingmix (4P-7P).....................................................................28
Pagina | 2
,4 Marktonderzoek & -analyse...........................................................................................30
4.1 Wat is marktonderzoek? En waarom is het belangrijk?.................................................30
4.1.1 Marktonderzoek & Consumer Insights: aandachtspunten......................................30
4.2 Marktonderzoek & -analyse: Context.............................................................................31
4.2.1 Marketing Informatie Systeem (MIS).......................................................................31
4.2.2 Secundaire en primaire gegevens............................................................................32
4.2.3 Net Promotor Score (NPS).......................................................................................33
4.3 Hoe aan marktonderzoek doen?....................................................................................33
4.3.1 Probleem en onderzoeksdoelen duidelijk formuleren............................................33
4.3.2 Het onderzoeksplan opstellen.................................................................................33
4.3.3 Goed marktonderzoek.............................................................................................34
4.3.4 Validiteit VS betrouwbaarheid.................................................................................34
4.3.5 Soorten marktonderzoek.........................................................................................35
4.4 Onderzoeksmethoden primaire gegevens......................................................................37
4.4.1 Uitvoering van het onderzoeksplan (verzamelen en analyseren)...........................37
4.5 Enquêteren, contactmomenten, steekproefmethoden en onderzoeksinstrumeneten 38
4.5.1 Steekproeftype & -grootte bepalen.........................................................................40
4.5.2 Onderzoeksinstrumenten........................................................................................41
4.6 Aandachtspunten............................................................................................................42
4.6.1 Aandachtspunten bij opstellen vragenlijst..............................................................42
4.6.2 Schaalmeting............................................................................................................45
5 Customer Journey..........................................................................................................46
5.1 Wat is een cutomer Journey?.........................................................................................46
5.2 CJ-model (4-5-6 fasen)....................................................................................................46
5.3 Stappen van CJ Mapping.................................................................................................47
5.3.1 STAP 1: Voorbereiding CJ – scherpstellen van de CJ-doelstellingen:......................47
5.3.2 STAP 2: scoping van de CJ........................................................................................48
5.3.3 STAP 3: Customer Journey Mapping........................................................................53
5.4 CJ-model (4-5-6 fasen)....................................................................................................57
5.4.1 Customer Journey Making.......................................................................................57
5.4.2 Customer Journey Mining........................................................................................58
5.4.3 Customer Journey Management.............................................................................59
6 Costumer 4.0 en Omnichannel........................................................................................60
Pagina | 3
, 6.1 Marketing is in eerste instantie......................................................................................60
6.2 Consumer 1.0 Consumer 4.0..........................................................................................60
6.3 Consumer 4.0..................................................................................................................60
6.3.1 Key challenges voor ondernemingen.......................................................................62
6.3.2 Hoe concurrentie voeren, hoe differentiëren en het vertrouwen van Consumer 4.0
winnen (en behouden)?....................................................................................................63
6.3.3 Customer Experience...............................................................................................64
6.3.4 Customer-Centricity als antwoord op het geweld van tech-bedrijven en
platformen?.......................................................................................................................64
6.4 Omnichannel...................................................................................................................65
6.4.1 Van single channel naar omnichannel.....................................................................65
6.4.2 Omnichannel............................................................................................................65
6.4.3 Voorbeeld.................................................................................................................67
6.4.4 Consumer 4.0 koopt “omnichannel”.......................................................................67
6.4.5 6 trends en ‘voorspellingen’ op vlak van Customer Experience..............................69
6.4.6 Happy Employees = Happy Customers....................................................................70
7 Examen informatie.........................................................................................................71
Pagina | 4
