Cathay CRM Strategies
1st Pillar of CRM
Market Segmentation Strategy
Demographic
Psychographic
Value Creation Strategy
Operational Excellence
convenience
8 outlets
online booking
low prices
promotions
food combos
Product Leadership
Component of Costs
Physic
Monetary
Main topic
2nd Pillar of CRM
Customer Acquisition Strategy
Sales Promotion
Word of Mouth
Customer Retention Strategy
Positive Strategy
one for one ticket for first 500 Singtel customer every
Saturday
value
can redeem every Saturday
Change to win merch when customer purchase at least 2 tickets
Convenient
Customer Development Strategy
Cross- Selling
Unbundling
3rd Pillar of CRM
Marketing Automation
Digital Marketing
Service Automation
Customer Self Service
Automation Machine
Website
Mobile App
Web Analytics