Each market segment has unique buying behaviors and business owners need to ensure they are accommodating these behaviors in their customer outreach (CRM activities). For example, suppose you were targeting an elderly target market. Most likely, you would opt for traditional marketing strategies to promote your product/service. So, it would be reasonable to use newspaper, radio & TV to stay in touch with your customers. It would be a fair guess that Instagram would not be at the top of the list!

Here’s another example… suppose you were targeting Gen Z customers. Considering their buying behavior, you would need to accommodate their characteristics. Most likely, a mix of social media and product placement would be at the top of your list of appropriate CRM activities.

Okay, here are some thoughts regarding the 2 components of this project:

1. Schedule of CRM Activities

This is a list of all the customer outreach (CRM) activities you will perform in a typical year. Remember, you need to accommodate the buying behaviors of your specific market(s)!

2. Annual Action Plan

This is a monthly calendar listing when the mix of CRM activities will occur. In other words, one month you might schedule a phone call, postcard, and email. Another month might be a radio campaign, direct mail, and face-to-face meeting.

Save and compete the attached Annual Customer Relationship Action Plan and Schedule of CRM Activities documents for your new business venture. Include specific activities and supporting notes. Your grade will be based on the significance and thoughtfulness of the items you entered into the CRM Action Plan.