Published on October 8, 2007
Sailor Relationship ManagementONR Contract #N00014-01-1-0917: Sailor Relationship Management ONR Contract #N00014-01-1-0917 Mark L. Gillenson, P.I. Trent C. Sanders, G.A. Concept Sequence: Concept Sequence Customer Relationship Management Employee Relationship Management Sailor Relationship Management Customer Relationship Management (CRM): Customer Relationship Management (CRM) CRM and One-to-One Marketing One-to-One Marketing: The marketing of a particular product directly to an individual based on specific information about the individual that the company has collected. A Short History of Marketing: A Short History of Marketing Once upon a time, marketing was done on a personal basis. Cars, suburbs, malls, supermarkets, department stores, superstores, etc., made personalized marketing impractical and led to segmented marketing. Advances in information technology have made personalized or one-to-one marketing practical again, this time on a mass basis. Relevant IT Technologies: Relevant IT Technologies Database Telecommunications, Internet and WWW Point-of-Sale Devices Decision Support and Pattern Recognition The Nature of One-to-One Marketing: The Nature of One-to-One Marketing Learn about the customer. Communicate with customers on an individual basis. Use what you have learned about the customer to target him/her for specific products. Types of Information to Gather About a Customer: Types of Information to Gather About a Customer “Personal Data” Demographics Graphic Data Sales History Interests/Preferences One-to-One Marketing: Approaches: One-to-One Marketing: Approaches Messages suggesting additional purchases. Messages about new products, sales, etc. Gift lists. Reminders/automated replenishment. “Personal dressing room.” Web presentation differences. Access to sales history Employee Relationship Management (ERM): Employee Relationship Management (ERM) Using personal information about employees to develop a closer relationship between the company and its employees. Major difference between CRM and ERM: In CRM identify most valuable customers. In ERM presumably want to cover all employees. Sailor RelationshipManagement (SRM): Sailor Relationship Management (SRM) “You are on a ship in the middle of the ocean and you sign on to a personalized Navy Internet web site or ‘portal’ via satellite. You identify yourself to the portal and immediately are presented with a variety of information that is tailored to your personal needs and interests.” The present study seeks to understand the kinds of personalized information that you would like to see and that generally speaking would make you happy. Justification: Justification Morale Retention Many military jobs are increasingly technical. Financial investment in sailors. Strong competition from the civilian sector for technically trained individuals. Shipboard Internet Access: Shipboard Internet Access Most ships have Internet access. Level of Internet access varies widely depending on type of ship. Survey Development: Survey Development Focus Groups Navy Counselors at their annual meeting. USS Stephen W. Groves (FFG 29). Interviews at Naval Support Activity Mid-South (Millington). Survey: Major Categories: Survey: Major Categories Career and Training Information Family Communications General Interest Information Health and Fitness Information Job-Related Information Military News Shipmate News General Interest Information(Sample Categories): General Interest Information (Sample Categories) Hometown news. Favorite sports teams results. Stock market quotes. Weather. Lottery results. Movie releases. Horoscopes. Family Communications (Sample Categories): Family Communications (Sample Categories) Family emails. Family photos. Family video clips. Reminders: anniversary. Reminders: birthday. Reminders: upcoming leave. Shipmate News (Sample Categories): Shipmate News (Sample Categories) Current or Past Shipmates: Awards Family News New Assignments Promotions Retirements Career and Training Information (Sample Categories): Career and Training Information (Sample Categories) Advancement results. Announcements of openings. College course offerings. Incentive/bonus/special pay offers. Qualifications/recertifications reminders. Rotation date reminders. Training course offerings. Health and Fitness Information (Sample Categories): Health and Fitness Information (Sample Categories) Medical or dental appointment reminders. Medical or dental annual exam reminders. Fitness test information and reminders. Health/fitness tips or news. Job-Related Information (Sample Categories): Job-Related Information (Sample Categories) Notification of conferences. Evaluation input reminders. Sailor best practices – new regulations, etc. Parts-on-order status. Subordinates: reminders of due dates, etc. Technical questions. Military News (Sample Categories): Military News (Sample Categories) About your home port. About your ship. Navy news stories. DOD news stories. Nav News (official). Navy Times (unofficial). The Survey: The Survey May 13-15, 2002 San Diego Naval Base USS Constellation (CV 64) USS Peleliu (LHA 5) Convenience Sample of 450 Sailors All in the Sample Have Served at Sea Demographics: Demographics Grade: E-2 11% E-3 28% E-4 35% E-5 10% Age: 20-24 55% Gender: Male 97% Female 3% Demographics: Demographics Marital Status: Single 64% Married 36% Children Under the Age of 21? Yes 30% No 70% Supervisor? Yes 34% No 66% Major Category Means(based on 391 usable surveys): Major Category Means (based on 391 usable surveys) 1.76 Family Communications 3.17 General Interest Information 3.25 Career and Training Information 3.95 Job-Related Information 4.58 Health and Fitness Information 5.12 Military News 6.16 Shipmate News Major Category Ranked First (based on 391 usable surveys): Major Category Ranked First (based on 391 usable surveys) 66.5% Family Communications 12.0% Career and Training Information 11.0% General Interest Information 5.6% Job-Related Information 2.3% Health and Fitness Information 2.0% Military News 0.5% Shipmate News Major Category Ranked Second (based on 391 usable surveys): Major Category Ranked Second (based on 391 usable surveys) 33.2% General Interest Information 24.6% Career and Training Information 14.1% Job-Related Information 13.3% Family Communications 7.9% Health and Fitness Information 5.1% Military News 1.8% Shipmate News Most Frequently Checked Sub-CategoriesFamily Communications (N=434): Most Frequently Checked Sub-Categories Family Communications (N=434) 96.1% Family Emails 87.8% Family Photos Most Frequently Checked Sub-CategoriesGeneral Interest Information (N=420): Most Frequently Checked Sub-Categories General Interest Information (N=420) 66.2% Liberty Port Information (For Upcoming Visits) 61.2% Music Releases 51.6% News (World Headlines) 51.4% Movie Releases Most Frequently Checked Sub-CategoriesCareer and Training Information (N=385): Most Frequently Checked Sub-Categories Career and Training Information (N=385) 92.0% Advancement Results Notification (for you) 78.7% College Courses to Be Offered (PACE Announcements) 66.0% Incentive/Bonus/Special Pay/Allowances Info, Offers 61.6% Personnel/Pay Record: Reminder to Update Most Frequently Checked Sub-CategoriesJob-Related Information (N=317): Most Frequently Checked Sub-Categories Job-Related Information (N=317) 80.4% Technical Questions: Answers to Technical Questions You Have Posted on the Internet Given by Sailors of Your Rate on Other Ships 79.8% Technical Questions: Technical Questions Posted on the Internet by Sailors on Other Ships Seeking Help from You and Others of Your Rate 75.7% Sailor Best Practices: “How to Get Things Done”, Peer-to-Peer Heads Up, (regarding new regulations involving you, etc.) Most Frequently Checked Sub-CategoriesHealth and Fitness Information (N=348): Most Frequently Checked Sub-Categories Health and Fitness Information (N=348) 66.7% Health/Fitness Tips 66.1% Physical Exam: Reminder of Your Next Scheduled Physical Exam 65.5% Dental Appointment: Reminder 65.0% Medical Appointment: Reminder Most Frequently Checked Sub-CategoriesMilitary News (N=348): Most Frequently Checked Sub-Categories Military News (N=348) 79.3% About Your Home Port 71.0% About Your Ship 68.1% Navy Times 62.4% About Your Battle Group Most Frequently Checked Sub-CategoriesShipmate News (N=321): Most Frequently Checked Sub-Categories Shipmate News (N=321) 81.6% Current Shipmates: Promotions 72.9% Current Shipmates: Awards 71.0% Current Shipmates: New Assignments The Effects of Demographics on Response Frequency: The Effects of Demographics on Response Frequency Family Communications Marital Status, Age, Years on Active Duty Career and Training Information Grade, Age, Years on Active Duty Job-Related Information Grade, Age, Years on Active Duty Effects of Demographics onFamily Communications: Effects of Demographics on Family Communications Married sailors selected Family Communications as their Number One choice out of seven ranked categories significantly more often than single sailors. No conclusions could be reached regarding Age and Years on Active Duty due to skewed data. Effects of Demographics onCareer and Training Information and Job-Related Information: Effects of Demographics on Career and Training Information and Job-Related Information No significant associations found regarding Grade, Age, Years on Active Duty. Write-In Suggestions: Write-In Suggestions Change in status of shipboard facilities. Countdown of days at sea. Buddy list. Upcoming MWR activities.