from crm to crm - creating customer excellence
DESCRIPTION
Having a CRM system and achieving customer satisfaction is no longer enough. But what is 'Customer Excellence', and how can you drive it through your business?TRANSCRIPT
From CRM to CEM:
Customer Excellence &Strategic CRM
It’s Not Just WHAT You Do…
It’s HOW You Do It
PURPOSE:
Why are you in Business?
Have a Vision…
…and a Mission
PASSION!
Passion!
Step 1: Identify what you are truly passionate about in the context of your business
Step 2: Be very clear as to the connection between your (business) passion, and how it will drive your vision & mission
Step 3: Evaluate the best way in which to translate this passion into a memorable customer experience – what value does it create?
The Customer Journey
Consistency (Systems & Process) =
Customer Satisfaction =
Meeting Expectations
SYSTEMS
Infra-structure
PROCESS
Business&
Technical
Attention to Detail +
Memorable Customer Experience +
Anticipating Needs =
Customer Excellence
People!Behaviour
ValuesBeliefs
SYSTEMS
Infra-structure
PROCESS
Business&
Technical
Innovation
How to Measure?
Metrics you should have in place:
% client retention
% year on year spend
# referrals
Social CRM
In Summary
Good customer service leads to customer satisfaction
But that’s no longer enough
Customer excellence is about:
Knowing your purpose
Deliberately creating value at every customer interaction
Automating processes and putting systems in place to deliver consistency
Driving innovation to go ‘above and beyond’
