CRM Phase 3 - Flipbook - Page 47
Campaigns – Advanced
Selection
9. Introduction
In order to compile a list of customers to be included in a campaign, first it is important to understand the
relationship within the CRM database and decide whether a customer, customer->extra, departments>customer, vehicle->driver, vehicle->owner, vehicle->service or contact record selection is the best
method.
•
To write to all customers within a postal region advising of a dealership service it would be sensible to
base the campaign on the customer file.
•
To write to all customers with extra details recorded for example, a specific vehicle required, it would be
logical to base the campaign on customer -> extra file.
•
To write to all people who are existing owners of a certain model or models and invite them to the launch
of a new equivalent vehicle, it would be logical to base the campaign on the vehicle->owner file.
•
To write to all people who have an outstanding quotation and advise them on an improved finance deal
then the campaign would be based on the contact history file.
Campaigns – Advanced Selection
02.030.09.L3 9304E
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