American Express and J. Crew Group: Implementing Customer Relationship Management Systems
Amex has a program rewarding frequent fliers with miles if the card was used. Amex was about to lose the major airline partnered with and feared that their customers would also leave. In an attempt to take action ensure survivability of the famous credit card company, they turned to J. Crew. This multifaceted company used Amex systems to persuade the airline to remain in the program. The company identified cardholders in major cities that had previous used the program. They conducted studies to include phone surveys to solicit customer opinion. Amex was out to prove the value of the partnership. It’s essential to know your customers in and out to market to their needs. Using CRM technology this is all possible. One person has been a catalyst in this process. David Towers whom now has partnered with J. Crew to work his miracle CRM as he did with Amex. His philosophy is to know your core customers well enough so if you know they like a certain product the next time they visit the website that product will pop up. Towers is a pure people person and loves customer interaction.
Generating new revenue from online sales, reduced costs, attraction of new customers, increased loyalty of existing customers, and development of new information. CRM technologies use all of these benefits of the business value. Compelling to the customer is the main focus and when that aspect is finished the rest of the benefits will follow.
No, I would not like to have a job like David Towers. He is a people person and is able to deal with people on a sales basis. I don’t particularly like sales business therefore, I believe I wouldn’t be any good. To succeed in a business the customer service and support is imperative.
www.jcrew.com
O’Brien, James A. Introduction to Information Systems. Essentials for the Internetworked E-Business Enterprise Tenth Edition. Page 440. McGraw-Hill Irwin. 2001.