Crm strategy

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  • Publicado : 4 de diciembre de 2010
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CRM STRATEGY DEVELOPMENT





1) Create awareness

1.1) What does the company mean with CRM?

Their CRM vision is to satisfy their customers by giving them the choice of how they can buy their gaming hard- and software, being in their specialised shops all around the world or their website. Also they keep a strong relationship with their customers by providing them with a personallog-in and password and keeping them up to date on their assortment via e-mail and their own magazine.

1.2) What is their current/future CRM model mindset vs.
connectivity

Their CRM model is customer satisfiers.

Customer satisfiers have the following characteristics:
• Satisfy customers to ensure continued revenue streams: fact
• Limited focus on individual customerprofitability or lifetime value across enterprise: fact
• Some real-time recognition of customer status across touch points: fact

Mindset: customer focused

Gamestop manages their customer relations by sending newsletters, and thereby keeping them up to date. Gamestop is able to measure their customer value through the fact that they let their customers register themselves. They have a “suggestionlink” on their website so that they can let customers participate. Features, content or modifications that customers would like to see added to their site, can be sent via this link. Gamestop states they will use this valuable feedback to prioritize their projects. They have a clear corporate philosophy that is based on diversification of their company services.

Connectivity: departementalGamestop clearly has channel mix and touchpoint integration, with their many shops, website and magazine. A company like Gamestop has a certain degree of front- and back-office integration and a high level of infrastructure integration. Because of the ‘log-in” requirement they have a high level of transparency of customer profiles and histories. There is a high degree of of push and pull knowledgetransfer through their newsletter and company website.

Future?

We think the future CRM model of Gamestop will stay the same in the near future. The company already is the world's largest video game retailer. With over 4,400 stores located throughout the United States and 15 countries, they are the retail destination for gamers around the world. Their Gamestop, EB Games and Electronics Boutiqueretail locations set them apart in the industry. Everything that they offer their customers from their expansive selection of new products, to their knowledgeable associates and their value-added pre-owned products is geared to deliver customer satisfaction. They complement their store network with Gamestop.com and EBgames.com, and publish Game Informer, one of the industry's

2)Vision-mission strategy

2.1) Mission

Together, they hold a passion for gaming, a commitment to their industry and a disciplined business perspective to continuously drive value with shareholders, customers, vendors and employees.



2.2) Vision

Their Gamestop, EB Games and Electronics Boutique retail locations set them apart in the industry. Everything that they offer their customers—fromtheir expansive selection of new products, to their knowledgeable associates and their value-added pre-owned products—is geared to deliver customer satisfaction. They complement their store network with Gamestop.com and EBgames.com, and publish Game Informer, one of the industry's largest circulation video game magazines.

2.3) CSF

At Gamestop, they have a commitment to being a good neighborand contributing to non-profit initiatives that support communities. This support takes the form of national community partnerships and employee volunteerism.

Number of stores: 4954 throughout 17 countries (United States, Austria, Australia, Canada, Denmark, Finland, Germany, Italy, Ireland, New Zealand, Norway, Portugal, Puerto Rico, Spain, Sweden, Switzerland and the United Kingdom)...
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