DCM

• According to the "father" of artificial intelligence John McCarthy, it is "the science and technology of making intelligent machines, especially intelligent computer programs" (1961).

• Artificial intelligence is a way of making a computer, computer-controlled robot or software think intelligently, much like intelligent humans think.

• Artificial intelligence is achieved by studying how the human brain thinks and how people learn, decide and work while trying to solve a problem, and then using the results of this study as the basis for developing intelligent software and systems.

• An important area of research in AI is neural networks. These are inspired by the natural neural network of the human nervous system.

• The inventor of the first neurocomputer, Robert Hecht-Nielsen, defines a neural network as:

• "...a computer system consisting of a number of simple, highly interconnected processing

  elements that process information through their dynamic state response to external inputs."

Medical: cancer cell analysis, EEG and ECG analysis, prosthesis design, transplant time optimisation.

Speech: speech recognition, speech classification, conversion of text to speech.Telecommunications: image and data compression, automated information services, real-time

translation of spoken language.

Transportation: Truck brake diagnostics, vehicle planning, routing systems, ANNs are often used to make steering decisions of physical vehicles.

Software: pattern recognition in face recognition, optical character recognition, etc. Signal processing: Neural networks can be trained to process an audio signal and filter it

accordingly in the hearing aids.

Anomaly detection: Since ANNs are experts at recognising patterns, they can also be trained to produce an output when something unusual occurs that does not fit the pattern.

• Natural Language Processing (NLP) refers to the AI method of communicating with an intelligent system using a natural language such as German or English.

• Natural language processing is required when you want an intelligent system such as a robot to work according to your instructions, when you want to hear decisions from a dialogue-based expert clinical system, etc.

• The field of NLP involves the production of computers that perform useful tasks with the natural languages that people use. The input and output of an NLP system can be:

• Language
• Written text

• Threat to privacy: An AI programme that recognises speech and understands natural language is theoretically able to understand every conversation on emails and phones.

• Threat to human dignity: AI systems have already started to replace humans in a few industries. It should not replace humans in the sectors where they hold dignified positions that have to do with ethics, such as doctors/caregivers, security agencies, justice, etc.

• Threat to security: The self-improving AI systems may become so effective that it could be very difficult to prevent them from achieving their goals, leading to unintended consequences.

• Consistent orientation towards the human personality.

• Basic explanation of how relationships come about and persist.

• Explains different phases of a relationship.

• Also explains the inclusion of alternatives in customer considerations.

• Explains values and differentiation in relationships.

• Data "give and take" is understood as a reciprocity principle.

• Empirical verification largely possible.

Attention

Trust

Connection

Why

How

What

eyecatcher

copy

reason why

• the right customers
• with the right offer
• at the right time
• via the right channel/at the right touchpoint.

• Campaigns for the introduction of new products / services

• Campaigns to win new customers

• Campaigns to work with existing customers (cross- and up-selling)

• Campaigns to win back customers

campaign trigger

• CONVERSION!

• Number of clients reached through the campaign

• Number of clients opening the campaign

• Number of customers who obtain more information (e.g. online or in the shop)

• Number of buying customers

• Contributionmarginofnewcustomers

• Campaigncostsuntilpurchase

• Number of contacts during the campaign

• Turnover on first purchase after the campaign

• Increase in turnover through the campaign

• Performance of the control group

• Ensure positive customer experiences

• Ensure that the company is accessible

• Enable differentiated customer service

• Relieving sales staff of standard tasks

• Cost control in service

• Avoiding work backlogs through industrialised services

• One Face to the Customer - uniform access of the customer to

  the company

• Implementation of corporate identity

• Professionalisation of contact management

Customer enquiries can be divided roughly according to the 80/20 rule:

80

• • • • •

% of the volume are simple enquiries: highly standardised,

quick solution,
low qualified staff to solve so-called "FIRST LEVEL SUPPORT". here applies: Time is Money!

February 2023

20 % of the volume are complex requests:
• individual enquiries (some of them potentially very good

customers!)
• complex solution by
• partly highly qualified personnel (e.g. technical specialists) • so-called "SECOND LEVEL SUPPORT
• Success factor: Listening and customer-specific solutions

• Organization of special sales events only for participants

• Commission through participating partners

• Sale of advertisements in the participant magazine

• Sale of «Special Editions»

• Participation fees (e.g.Amazon Prime)

psychological factors

behavioral factors

economic factors

Benefits through individualization

Agility – Time to Market

Repeat Purchases

Cross Selling

Potential Savings

people (50%)

organization (30%)

IT systems (20%)

• Economic influencing factors

--> perceived economic factors of influence)

--> switching costs

--> familiarity

• Social influencing factors 

--> common value

--> relationships-driven values

• Company-related influencing factors

--> preferred treatment

--> brand reputation

1. The design of processes for company and customer interfaces, i.e. the most important marketing, sales and service processes as well as the necessary support processes.

2. The design of processes in a way that supports positive customer experiences and developing individual customer relationships.

1. The automation and personalization of processes in marketing, sales and service.

2. The design of 1:1 campaigns and marketing automation
   (in some cases, however, campaigns are also assigned to "tactical CRM" in the literature).

The customer enters into a relationship to get a good product or service at a fair price. The customer is looking for reliability and does not want to have to think or do too much.

Example: A loyal customer remains loyal to a toothpaste brand.

The customer wants to work with the company as a valued and reliable partner to solve problems in the long term.

Example: A customer of a food delivery service makes a number of sensible suggestions for improving the service, and the company takes up the ideas.

The customer wants to experiment with a new identity. He expects the company to provide excitement, to fuel his passion with every interaction, and not to encourage him to think or rationally consider his purchase.

Example: A customer of a watch manufacturer enjoys ever new models with dazzling designs - and buys them.

The customer is looking for intimacy and emotional support. He wants honest two-way communication and expects the company not to reveal personal information or exploit his vulnerability. Example: A retail customer expects to be informed in advance about operational or price changes or other important business decisions, and the customer offers loyalty and understanding in return.

The customer is looking for a lasting interaction, but does not want a close or emotional relationship. He expects the company not to make demands or restrict his freedom to interact with others.

Example: A beer lover wants to choose from a wide selection of beers for different occasions and resists efforts by individual brands to win his loyalty.

The customer enters into this type of relationship to strengthen his self-esteem. He demands that the company listen to him, anticipate all his needs, fulfill all his wishes, and ask no questions.

Example: An online retail customer breaks off your relationship after a discussion that signaled disrespect.

the customer 

management

relationship object

1. Measurability
§ Does the organization/company have the necessary customer data – for all customers? § Can each individual customer be assigned to a segment?
§ How often are updates to the segmentation necessary – how costly are the updates?

2. Accessibility
§ Are the segments homogeneous in themselves, but different in relation to the other segments? § Can suitable and differentiated measures be developed to address each segment?

3. Substance
§ Does the potential of the segment (sales, profit...) justify the allocation of resources?
§ Is an increase in customer equity to be expected as a result of differentiated segment handling?

4. Ability to act

§  Does the organization/company have the necessary resources and capabilities to process the emerging segments in a differentiated manner?

§  Is the segment handling compatible with the corporate, business unit and marketing strategy?

NPS = Promotors (9, 10) - Detracors (0 bis 6)

the NPS normally needs to be positive