customer relationship management
DESCRIPTION
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Chapter 5:Quantifying the Impact
How much difference does good CRM make?
It depends on
CRM Customers’ reaction toCRM initiatives
The effect of good CRM can be identified by research
Good CRM
A positive outcome leads to an improved CRM
Well-handled customer complains may reinforce purchasing behavior
Satisfaction leads to recommendation to others
Satisfaction AFTER good problem-resolution may lead to stronger recommendations
Competitive SuperiorityAlternative Sales ChannelsBarriers to Market EntryNew Products and ServicesQuantifying CRM
APPLICATIONOF CRM
COSTOF SALES
REVENUE &CUSTOMER
SATISFACTION
Measure of your improved
CRM
Some customers will resist being
managed over the phone, but some will welcome it
Changes in CRM
Not necessarily revolutionary
Can be as simple as more training or shuffling of workstations and deliverables
Chapter 6: Identifying Customers’ Relationship Needs
RELATIONSHIP
PERFORMANCE
REQUIREMENTSCOMPETITIVENESS
Researching Competitive Requirements
Distinguish between
What CRM competitors
are deliveringWhat customers
perceive them to be delivering
General perceptions
Wants
Expectations
Define:
Relationship Performance Requirements
CRM policies cannot be
completely tailored to the needs of individual customers
Making Sense of Customer Data
It is HARDto meet all yourcustomers’ needsall the time
COMPETITIVEADVANTAGE
COMPETITIVESURVIVAL
Chapter 7:The Role of Market
Research
“If you can’t measure it,you can’t manage it”
Desk researchQualitative groupsQuantitative researchWeb and e-mail questionnairesTelephone questionnairesMystery shopping
RESEARCHTECHNIQUES
Competitive researchInternal auditUser groupsCustomer feedbackStaff research
RESEARCHTECHNIQUES
Chapter 8:Customer Retention and Loyalty
Managing Loyalty
Not only managing behavior,
but also managing a state of mind
“I trust you more than I trust your competitors”
“I understand you better than
I understand your competitors”
“You understand me better than your
competitors”
1. WELCOME CYCLE
2. UP-SELLING
3. CROSS-SELLING
4. RENEWAL
5. LAPSED CUSTOMERS
6. INACTIVE CUSTOMERS
Relationship Planning