International Marketing Management IMMCH04.ppt

7. Global Account Management (GAM) * Managing Global Account Relationships: Clarify the role of the global account management team. Make incentive structure realistic. Pick the right global account managers. Create a strong support network. Make sure that the customer relationship operates at more than one level. GAM should be flexible and dynamic. 8. Global Customer Relationship Management (CRM) * The process of managing interaction between the company and its customers is called customer relationship management (CRM): Helps in customer retention Helps in richer communication and interactive marketing Helps in tailored services Helps to maintain a closer contact with the customers 8. Global Customer Relationship Management (CRM) * Benefits of CRM: A better understanding of customers’ expectations and behavior Ability to measure the customers’ value to the company Lower customer acquisition and retention costs Ability to interact and communicate with customers in countries where access to traditional channels is limited 8. Global Customer Relationship Management (CRM) * Guidelines for Successful CRM Implementation: Make the program business-driven rather than IT-driven Monitor and keep track of data protection and privacy laws in those countries where CRM systems are being used or are in the planning stage A good database is the main pre-requisite. Rewards being sent out to customers are relevant, targeted, and personal. * * * * * * * * * * * * * * * * * * * * * * * * * * * * Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Global Marketing Management * Chapter 4 Cultural Issues and Buying Behavior Chia-Wen Hsu 2011/03/25 Chapter Overview * 1. Definition of Culture 2. Elements of