In this presentation, Roger Blackwell explores the ins and outs of using CRM (Customer Relationship Management) to pinpoint, acquire and retain a company’s most profitable customers.

Using the latest technology, he shows how CRM tools can be deployed to understand customers better and attract the most profitable customers to different products and services. With an entertaining blend of humor and rigor, Blackwell reviews the principles that are most likely to make CRM work effectively in your firm and with your clients. He also discusses the key steps needed to achieve higher profits and delight customers in the process. Some of the key steps in deploying CRM that he reviews with audience members include:

1. Identifying all customers and the nature of contacts with them
2. Identifying which types of customers are most profitable
3. Identifying the behaviors of the most profitable customers
4. Managing contacts with the most profitable customers
5. Managing activities of the that firm that will please the most profitable customers most

Blackwell adds his views on consumer behavior and customer behavior to the CRM discussion, based on recent customer research and over 30 years experience in studying buying and consumption patterns. Using the Consumer Decision Process (CDP) Model, a "road map of the customers mind" that he developed in the first textbook ever written on the subject, Roger will show senior management how they can better understand their customers' needs and wants by getting into their minds. By understanding the buying process and how consumers make decisions concerning a firm's brand and how they finally select products and services of one company over another, management will have gained an invaluable advantage over the competition. Roger shows how CRM can create awareness of your products and services, drive incremental revenues and profits, and enhance the effectiveness of marketing programs and budgets.

Based on his book, Customers Rule! Why the E-Commerce Honeymoon is Over and Where Winning Businesses Go From Here, Blackwell shows how to use web sites and other e-tools to build brands on-line and off. With these tools, firms can support new openings, cross-market regional properties, fill slack revenue periods and coordinate advertising programs for increased effectiveness. Drawing on his experience as a board member of Victoria’s Secret, Applied Industrial Technologies, and other firms, Blackwell shows how e-commerce can build brands for increased traffic and enhance the overall experience in buying and consuming products and services that fit customer lifestyles.