Refer to Chapter 9:  The key characteristics of permission marketing are:
 (a) anticipation—individuals want to hear from the company;
 (b) personalization—the messages are customized; and 
(c) relevance—the content of the communications is applicable to the needs of the recipient.  Based on your own personal experience as a consumer, which company does the best job of permission marketing? (Please monitor each other’s posts and find a different example to share.) Be as specific as you can.Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
MKT 456-CRM

Instructor:
Cynthia Bellian, MBA

E-mail: [email protected]
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Managing Customer Experience and Relationships: A Strategic Framework

Chapter 9
Privacy and Customer Feedback

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Chapter 9 Preview
Review IDIC Framework: Interact
Customer Information and Privacy
Privacy Attitudes
Permission Marketing
Defining Privacy
Privacy Compliance Benefits and Key Practices
Privacy in Europe
Developing a Privacy Pledge
Submitting Data Online
Key Privacy Issues

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Action

Analysis
…customers as unique addressable individuals
…by value, behavior and needs
…more cost -efficiently and effectively
…some aspect of the company’s behavior, offerings, or communications

Identify
Differentiate
Interact
Customize

Review: IDIC Framework

COPYRIGHT © 2009. ALL RIGHTS PROTECTED AND RESERVED.
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Customer Information and Privacy

Customer information is one of a company’s most valuable assets
Privacy concerns exist everywhere
Privacy and personalization are inextricably interwoven
Enterprises need to strike a balance:
How much they need
How far they can go
Trust is always critical to get customer’s information
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Privacy Attitudes

Two antithetical beliefs of our society:
We have the right to remain inconspicuous
We have the right to know the identity of someone when we need to
Two events that have shaped Western attitudes toward privacy:
Terrorist attacks in United States on September 11, 2001 – questioned ironclad privacy protection
Increased capabilities of social media significantly increased volume of personal data available online
Most consumers recognize balance: personalization makes ordering easier, but still want assurance of privacy

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Permission Marketing

Interruption marketing
Unsolicited, mass marketing, irrelevant
Wastes customer’s time
Analogy: Propose marriage  rejection  propose to another person

Permission marketing
Anticipated, personal, relevant
Saves customer’s time
Analogy: Ask someone out on a date  date over time  propose marriage

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Defining Privacy
From customer’s’point of view:
Concern about criminal activity (data security)
Concern about others knowing things about them that should not be common knowledge
Concern about being bothered when they don’t want to be

From enterprise’s point of view: includes customers’ point of view and:
Getting information from customers who are comfortable giving it
Using the information to build mutual value with each customer
Prot




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