IE381 Management Information Systems IE381 Management Information Systems Korean SIS case Chosun Daily -CRM Chosun Daily -CRM POSTECH POSTECH Class Term Project Class Term Project Spring 2006 Spring 2006 MIS Group #5 MIS Group #5 Reader Reader Customer Customer Journalis Journalis m m
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IE381 Management Information Systems Chosun Daily -CRM IE381 Management Information Systems Korean SIS case Chosun Daily -CRM POSTECH Class Term Project.
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IE381 Management Information SystemsIE381 Management Information Systems
Korean SIS caseChosun Daily -CRMChosun Daily -CRM
IE381 Management Information SystemsIE381 Management Information Systems
Korean SIS caseChosun Daily -CRMChosun Daily -CRMPOSTECHPOSTECH Class Term Project Class Term Project
Spring 2006Spring 2006
MIS Group #5 MIS Group #5
POSTECHPOSTECH Class Term Project Class Term Project Spring 2006Spring 2006
Localized Offline Customer DatabaseLocalized Offline Customer DatabaseSpend lots of money in customer acquisitionSpend lots of money in customer acquisitionNo direct channel to customersNo direct channel to customersNo managed information on long term customers.No managed information on long term customers.
Localized Offline Customer DatabaseLocalized Offline Customer DatabaseSpend lots of money in customer acquisitionSpend lots of money in customer acquisitionNo direct channel to customersNo direct channel to customersNo managed information on long term customers.No managed information on long term customers.
I moved to my I moved to my new new
apartment apartment and I have and I have
subscribe to subscribe to Chosun Daily Chosun Daily
againagain
I moved to my I moved to my new new
apartment apartment and I have and I have
subscribe to subscribe to Chosun Daily Chosun Daily
againagain
I am a life I am a life time time
customer of customer of Chosun Daily, Chosun Daily,
but they but they don’t give me don’t give me any discount.any discount.
I am a life I am a life time time
customer of customer of Chosun Daily, Chosun Daily,
but they but they don’t give me don’t give me any discount.any discount.
Sales/MarketingSales/MarketingEfficiency inEfficiency in
Sales/MarketingSales/Marketing
Tangible benefitsWhy is a Long Term Customer important?
Tangible benefitsWhy is a Long Term Customer important?
When the customer churn rate is high
Long term customer
1 year 2 years
3 years
Profit
Time
SalesSales
050
100150200250300350400450500
2000 2001 2002 2003 2004 2005
Total Sales
No clear effect in salesNo clear effect in salesNo clear effect in salesNo clear effect in sales
Source: KorChamSource: KorCham
Chosun Daily is Chosun Daily is a private a private company and it company and it tends to reduce tends to reduce sales to avoid sales to avoid taxtax
The newspaper The newspaper industry is industry is losing sales due losing sales due to other to other competitors competitors such as online such as online portalsportals
Chosun Daily is Chosun Daily is a private a private company and it company and it tends to reduce tends to reduce sales to avoid sales to avoid taxtax
The newspaper The newspaper industry is industry is losing sales due losing sales due to other to other competitors competitors such as online such as online portalsportals