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Fostering good Customer Relationship in Rubavu

District By KABERA Callixte

RECTOR RTUC , 24th January 2012

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IntroductionCustomer Relationship Management – involves managing all aspects of a customer’s relationship with an organization to increase customer loyalty and retention and an organization’s profitability

Operational CRM – supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers

Analytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.

LEVELS INVOLVED IN CUSTOMER CARE

1. Top management - establish resources, responsibilities, processes, reporting, empowerment, culture, etc

2. Customer service management - detailed processes, financial management of customer services, staffing and training, legal, complaints handling and escalation

3. Employees - awareness of customer services aims, responsibilities and benefits

4. Customer service employees - competent, aware, committed, etc

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The Evolution of CRM

Three phases in the evolution of CRM include reporting, analyzing, and predicting

CUSTOMER SERVICE PRINCIPALSCommitment (at all levels)Credibility (keep promises)Culture (customer service ethos)Competencies (of staff - in recruitment, training and assessment)Responsibility (clear and supported with suitable authority - with at least one person responsible for customer problems)

• Resources (adequate for effectiveness)

• Identification and management of all customer service issues

• Quality (of customer service - relevant input and review)

• Feedback (enabled for customers and employees)

• Continual improvement (to meet or exceed customer expectations)

• Internal customers (establish concept and communications

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GOOD MANAGEMENT PRACTICES

Establish effective customer service mechanismsImprove competitivenessDifferentiate their offering via innovative customer services Build customer loyalty through positive customer service experienceIncrease customer retentionImprove ease of dealing with organization for customers

Attract new customers via word of mouthReduce marketing costsIncrease service efficiencyReduce complaints and complaints handling resources and costsImprove compliance with consumer trading lawsImprove services and accountability (especially for public sector organizations)

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STAFF COMPETENCES IN CUSTOMER CARE DURING AND AFTER RECRUITMENT.

1. Interpersonal and empathy2. Attitude3. Communication4. Handling stress5. Active listening6. Team-working7. Problem-solving and complaints-handling8. Product and organization knowledge9. Commitment to aims and values of organization

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HOW DO WE WIN CUSTOMERS

1. Get their attention2. Value their time3. Over deliver4. Contact frequently5. Generate a trustworthy mailing list6. Follow up

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Current Trends: SRM, PRM, and ERM

Current trends include:Supplier relationship management (SRM) – focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selectionPartner relationship management (PRM) – focuses on keeping vendors satisfied by managing alliance partner and reseller relationship that provide customers with the optimal sales channelEmployee relationship management (ERM) – provides employees with a subset of CRM applications available through a Web browser

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Future Trends

Customer Relationship Management future trends include:

CRM applications will change from employee-only tools to tools used by suppliers, partners, and even customersCRM will continue to be a major strategic focus for companiesCRM applications will continue to adapt wireless capabilities supporting mobile sales and mobile customersCRM suites will incorporate Partner Relationship Management and Supplier Relationship Management modules

In Conclusion

There is hope like President Obama said “Yes We Can”As a training partner in the Tourism industry a lot is expected from us and we want to ensure all stakeholders that we are working together with them to ensure that our students embrace the importance of good customer care.We would like to let you know that RTUC runs a three months training program right here in Rubavu and we encourage all of us to invest in our employees and let us train them.

THANK YOU

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Questions