Question

Second Initial Post: CRM Strategies Post:

Respond to the following writing prompts:

a. Which of the three CRM-enabled customer metrics would you suggest the companies use to analyze their targeting efforts?

b. Why did you select these metrics? Posting Requirements: 100 to 150 words, with a minimum of one reference from the course textbook and/or media resources linked to this workshop. Due by the end of the fourth day of the workshop.

Answer 1

1. a. Which of the three CRM-enabled customer metrics would you suggest the companies use to analyze their targeting efforts?

   1. I think both companies would do best to use the share of customer metric. This is especially geared toward companies who need to create repeat customers and brand loyalty. The text defined share of customer as “the percentage of an individual customer’s purchase of a product over time that is the same brand” (Marketing, 2018). By creating brand loyalty, this allows companies to increase sales and profits at a much lower cost because they do not need to spend the more money on traditional advertising to gain new customers. Therefore, by creating brand loyalty, it will lead directly into understanding a customer’s lifetime value. This may not be as important to Nike since it is such a conglomerate in the industry, but it could certainly help Allbirds understand how much they could possibly earn from repeat customers.