value creation process in crm
DESCRIPTION
this is based on case studyTRANSCRIPT
THE VALUE CREATION PROCESS
By Group “A”
What is value creation ?providing products and services to customers
that are a greater value than they could expect from purchases from competitive companies in similar markets
Conti…..The value creation process consists of three
key elements: Determining what value the company can
provide to its customers (the value customer receives)
Determining the value the organisation receives from its customers (the value organisation receives)
by successfully managing this value exchange, maximising the lifetime value of desirable customer segments
Conti…For many companies the value creation
means :How much money can we extract from the
customer? How can we sell them more of the existing
products and services they are buying?How can we cross-sell them new products and
services
Case studyfriends first : building the customer centric organization
Introduction: it is a leading financial service group in Ireland and division of EUREKO ALLIANCE , in 1998 the new group identity was launched
Services : insurance , banking ,and investment product
Customers – 2,20,000 Total asset – 4.5 billion euro
Conti…Today company have three businesses :
Friend first finance Friend first life Friend first international
Range of product :pension , permanent health , saving and investment plans , personal lending , and motor finance .
Issues in friend first Staffs are policy centric not customer /
broker
The organization structure was internal requirement of demand not customer need
IT platform was complex
Objectives
To solve the problem :Customer service core strategy “if we look after our customer better then the
competition than everything else that is important will follow “
Group distribution strategy 3 Different broker segment
Corporate and large Small and medium Retail financial institution
Making relationship with brokers New integrated system
Conti..Brand positioning Customer knowledge Product range and general principleSales and distribution channelServicing and sales support
The CRM solution Created customer service centre
Single integrated view customer / broker all business
Be flexible to accommodate changes in business strategy
Evolve the product and service portfolio through learning
SWOT analysis
Thank you