BAHI EMNA

SEAN LAK-CHHAY

SOUAYAH MAY

Profit from Customer Data by Identifying Strategic

Opportunities and Adopting the “Born Digital” Approach

04/10/2023

1

Team 3_2_Lak-Chhay

Profit from Customer Data

Customer DataCollect information

CRM and BIExtraction of value

Profitability

04/10/2023

2

Team 3_2_May

CRMMarketing

Follow clientListen to client voiceDesign and develop

offer

BI

Active research and process of essential information to face

competition

BFP stands for Business Frequency Purchase

BFP

CUSTOMIZABILITY

04/10/2023

3

Team 3_2_May

by Identifying Strategic Opportunities …4 Data-Driven Strategy

BFP stands for Business Frequency Purchase

BFP

CUSTOMIZABILITY

MINIMIZECOSTS

04/10/2023

4

Team 3_2_Lak-Chhay

by Identifying Strategic Opportunities …Minimize Costs (1/4)

Minimum cost for Business and

Customer

Little possibility to get relevant

data about customers

Exclusive fly-in destination

BFP stands for Business Frequency Purchase

BFP

CUSTOMIZABILITY

REWARDLOYALTY

MINIMIZECOSTS

04/10/2023

5

Team 3_2_Lak-Chhay

by Identifying Strategic Opportunities …Reward Loyalty (2/4)

Business: Profitability and Reward behavior

Customer: Standardised

products

Harrah’s Entertainment

BFP stands for Business Frequency Purchase

BFP

CUSTOMIZABILITY

REWARDLOYALTY

PERSONALIZE

INTERACTIONS

MINIMIZECOSTS

04/10/2023

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Team 3_2_Emna_May

by Identifying Strategic Opportunities …Personalize Interactions (3/4)

Collect relevant data

Adapt its strategyDifferentiation from

competitors

Ritz-Carlton

BFP stands for Business Frequency Purchase

BFP

CUSTOMIZABILITY

REWARDLOYALTY

PERSONALIZE

INTERACTIONS

MINIMIZECOSTS

ACQUIRECUSTOMER

S

04/10/2023

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Team 3_2_Emna

by Identifying Strategic Opportunities …Acquire Customers (4/4)

Collect exhaustive data

Develop model to attract potential

customers

‘One-shot’

Wedding ReceptionCruise Lines

Digital materials coming from the digital domain

Consequently have no print or analog counterpart

… and Adopting the “Born Digital” Approach

04/10/2023Team 3_2_Lak-Chhay

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When Where

What² How

Who

Why is the problem addressed important?

One company Many kinds of customers No sole strategy

04/10/2023

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Team 3_2_May

Huge investment

Payoff ROI

Length of the

CRM’s set up

Training and

involvement of the

users

BFR stands for Business Frequency Purchase

BFP

CUSTOMIZABILITY

REWARDLOYALTY

PERSONALIZE

INTERACTIONS

MINIMIZECOSTS

ACQUIRECUSTOMERS

04/10/2023

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Team 3_2_Lak-Chhay

Why is the problem adressed important? 4 Data-Driven Strategy

What key lessons can be derived from the article?

04/10/2023Team 3_2_Emna

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Byproduct of a transaction

Forward-thinking

Companies use transaction processing systems

=> To collect relevant informations about their customers

==> Capture the customers’ behavior

Be Proactive

=> Creation of value

==> Profitability

Conclusion

Value of a customer

The aim of CRM is to be listening to customers in order to respond to their needs and to develop the loyalty.

CRM allows each department of a company to access to a common IS in order to improve the knowledge of their customers and to meet their expectations.

What about Ethics? 04/10/2023

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Team 3_2_Emna

04/10/2023Team 3_2_Emna_Lak-Chhay_May

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THANK YOU FOR YOUR ATTENTION

ANY QUESTIONS?

Debriefing