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Case Study Marketing: Independer.Nl.

7305 words - 29 pages

This essay is about the application of the the Customer Equity Model for Independer.nl. It also covers the formulation of a CRM strategy based on this model.GROEPSOPDRACHT 3MARKETING MANAGEMENTCASE INDEPENDER.NLRotterdam, 14 mei 2003Studenten: Cindy Brouwerstudentnr. 119661e-mail adres cindy.brouwer@meespierson.comNico Geelhoedstudentnr. 274903e-mail adres nja.geelhoed@port.rotterdam.nlINHOUDSOPGAVE1PLAATS VAN INDEPENDER IN DE FINANCIËLE MARKT42BUSINESSMODEL62.1VIRTUELE ORGANISATIE62.2OPBRENGSTEN MODEL63CUSTOMER LIFETIME VALUE94CUSTOMER EQUITY MODEL123.1VALUE EQUITY133.2BRAND EQUITY143.3RETENTION EQUITY153.4DE BELANGRIJKSTE DETERMINANTEN VAN HET CUSTOMER EQUITY MODEL VOOR INDEPENDER163.5CONCLUSIE185CRM-STRATEGIE195.1INVOEREN VAN CRM VOOR INDEPENDER20InleidingIndepender is een onafhankelijke financiële adviesorganisatie opgericht in 1999, door de entrepreneurs Edmond Hilhorst en Diederik de Groot van Embden. Met Independer willen zij de markt voor financiële producten en diensten transparant maken voor de consument. Zij willen de consument de mogelijkheid bieden om financiële producten objectief en onafhankelijk met elkaar te vergelijken.De case richt zich op de toepassing van het Customer Equity model voor Independer en het op basis hiervan formuleren van een CRM strategie.Bij het uitwerken van de case zullen we gebruik maken van de informatie uit de case, het boek Driving Customer Equity van Rust, Zeithalm en Lemon, de artikelen uit de Reader en de Independer website.1 Plaats van Independer in de financiële marktWat is de plaats van Independer in de financiële markt? Ofwel wat is hun primaire functie in de bedrijfskolom?Op de website van Independer is het volgende mogelijk:een vergelijking maken tussen producten van nagenoeg alle banken en verzekeraars in Nederland;uitgebreide informatie verkrijgen over financiële producten en diensten;offertes aanvragen.Independer maakt het dus mogelijk om een groot aantal verzekerings- en bancaire producten onderling te vergelijken. Aan de hand van de persoonlijke situatie en wensen van de klant weet Independer de productvorm te kiezen die het beste hierbij past. Na deze keuze wordt uit het volledige aanbod de goedkoopste aanbieder gezocht. Tevens is het mogelijk om verschillende producten ook daadwerkelijk online af te sluiten. De rol van de traditionele intermediair in de keten verandert daardoor, vooral wat betreft zijn informatieverschaffende functie.Independers strategie is sterk gericht op multi-channel dienstverlening. Aanvankelijk verliep de advisering alleen via het internet echter voor de meer complexe producten zoals hypotheken en pensioen/leven heeft Independer eigen adviseurs in dienst. Zij kunnen een objectief, op de persoonlijke situatie afgestemd advies geven.Een opvallende stap die in dit kader recentelijk is genomen, is de samenwerking met hypotheek-adviesketen Optima. Deze samenwerking is aangegaan, omdat het afsluiten van een hypotheek nogal complex is en...

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