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CRM Aiesec

The document discusses using a customer relationship management (CRM) system to better understand customers, connect relevant information about customers, and propose targeted activities. An ideal CRM system would collect comprehensive data about customers and use analytics to predict customer needs and behaviors. The document also provides examples of how different organizations like bus companies and AIESEC could structure their CRM systems and use customer data to identify opportunities and run targeted campaigns.

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Armel Bruma Ahouadi
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131 views

CRM Aiesec

The document discusses using a customer relationship management (CRM) system to better understand customers, connect relevant information about customers, and propose targeted activities. An ideal CRM system would collect comprehensive data about customers and use analytics to predict customer needs and behaviors. The document also provides examples of how different organizations like bus companies and AIESEC could structure their CRM systems and use customer data to identify opportunities and run targeted campaigns.

Uploaded by

Armel Bruma Ahouadi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Customer Relationship

Management
Johannes Heidecker
EvoBus SCG

for
AIESEC Srbija
What is the usual way to get
something done in Serbia?
• Cable / Internet access
• Complicated Medical Treatment
• Apartment in new building
• Repair of electricity, ..
• …

I know someone who knows someone in the


right spot who will get this done quickly
Personal Knowledge is a good base
of business relation
• Seller knows • Buyer knows
– Buyers needs (expressed – Sellers capacity to
and non expressed) deliver
– Buyers purchasing – How to match his need
capability in sellers organization
(delivery time, price, ..)

Ex: Traineeship:
Traineeship Ex: Traineeship:
Traineeship
What nationality, training, Potential offer, cost,
expertise, period advantage over other
offers, …
How to get something done if I do
not know the customer?
– Public transportation
– Public utility
– Mobile phone provider

– Automotive Retailer
– Supermarket
AIESEC problem is the fast
turnover of students and that
– AIESEC the Account managers are
spread over the projects and
work part time
In an ideal world
• A bus company would know exactly when the
customer would want to travel, where to, with how
much luggage, and how much money he is willing to
spend
• Public utility would know exactly about the energy
need of their customers in advance for the next years
and decades
• Mobile phone providers would know what services
their customers would want to buy, at what price
In an ideal world /ctd.
• An Automotive retailer would know exactly when a
customer would want to buy what type of car, how
much money he has, if he will be able to pay, if he is
happy with his current car and why, what other cars
he likes etc.
• A Supermarket would know which other products a
customer would need, how much he would want to
pay
• AIESEC would know who would need a trainee, be
ready to give money (and how much), who would
like to come to an event, ..
How to make this happen?
How to make this happen?
• It is all about Information
• The Information exists
• But is not linked
CRM systems
• CRM systems are supposed to collect and
connect this information
• Analyze the information
• Propose target activities
Ideal CRM system
• Bus retailer • AIESEC
Ideal CRM system
Bus retailer AIESEC
• Existing customers (new • Former and actual
and used) customers
• Potential Customers • Potential Customers
• Their fleet • Contact person
• Their (technical) problems
• Customer
• Perception of brand features (Dis)Satisfaction
• Financial capacity • Past purchase profile
• Future Plans
• Future plans
CRM uses
• Mobile phone company:
– churn rate prediction
– Cross-Selling
• Automotive reseller:
– Desire to change
– Targeted sale of vehicle stock
• Bus retailer
– Stepped activity approach
CRM © Christian Schreiber
• Vision
• Strategy
• Customer Experience Management / Lifecycle
• Organizational Collaboration
• Processes
• Data quality
• Technology
• CRM metrics
CRM Structure Autoline

Company

Customer

Vehicle

Invoice Service
CRM Structure EvoBus
CRM Structure AIESEC

Company

Contact

Keywords Event
AIESEC business fields
Jobraising
Fundraising (Kind/cash)
Jobfair
Company presentation
Personal presence
AIESEC Data Sources
• Collect past information

• Magazines (Ekonomist Top 300)


• Chamber of Commerce, FIC, Business
Associations, ..

• Top 30 are known – but the next 70?


Example: Event
Example: Keyword
Keyword vs. Field Concept
Index Operation

IIf([Busse]>0;IIf([Line] Is
Null;[Busse];IIf([Line]<[Busse];[Busse];[Line]));IIf([Line]>0
;[Line];IIf([Umsatz]>0;[Umsatz]/3790;[radnika]*0.3365)))
Campaign Scenarios
• Mobile phone: find all customers w/ < 3 months
contract left who would save money by choosing a
competitor
• Bus: find all customers w/international lines that
could afford SETRA bus
• Automotive: three vehicles are on stock – find
customers whose lease contract will finish in six
months, who have a slighter lower version of this
vehicle, who have paid their leasing, who are in good
terms with us, who are price sensitive
Now it is for you to work
AIESEC Srbija i Crna Gora CRM

• Data sources
• Responsibilities
• Organisation
• Campaigns

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