Closed loop marketing
As a closed-loop marketing ( Engl. " Marketing in a closed circuit") refers to a form of relationship marketing , the operative through a closed loop system and analytical resources of the customer relationship management (CRM) on the one hand the acting companies a strategic value and on the other hand , it aims to retain customers over the long term
The closed-loop marketing system combines operational and analytical CRM. For this purpose, company departments with customer contact such as direct or telephone marketing , sales and service initially collect information about existing or potential customers through different communication channels such as field service, post, Internet, e-mail or call centers . This data obtained in the operational area is evaluated in the analytical CRM in order to understand the reactions of the customer and his needs. The knowledge derived from this is used in several corporate areas such as B. Product development or management for control or correction. These practically implemented insights are fed back into the operational procedures, thus closing the control loop. Operational CRM benefits in this cycle, as it can address customers more and more specifically and intensify customer loyalty. The analytical management has constantly updated, precisely specified customer data.
Practical applications for closed-loop marketing are e.g. B. in the service area a hotline that provides technical customer service and then asks the customer about his satisfaction, or in after-sales management a product that includes a postcard as a response element . In individual cases, these can also be used directly for sales through up- or cross-selling . In capital goods marketing , the information collected can also be used for targeted retrofit offers, e.g. B. to offer retrofit kits to customers with machines of a certain year of construction.
Closed-loop systems are also used on the Internet. For this purpose, websites in the areas of B2C ( sales portals , online marketing ) and C2C ( Internet auctions ) use procedures to analyze the entire behavior of a site visitor - including their browsing actions - and to submit targeted offers with a recommendation engine that are highly likely meet its demand, e.g. B. Combinations with other products (cross-selling) or comparable goods in another segment (upselling), especially products in a higher price segment.
With such data mining functions, not only buyers but also surfers who do not make any sales leave behind data that provides additional information for analytical management. So this procedure allows conclusions u. a. on the marketing mix and product promotion too.