CUSTOMER

RELATIONSHIP
MANAGEMENT
Session IV

Reason to adopt CRM

Strategy
Rising Customer Expectations
Affordable Technological Advances

CRM Strategy
Operational
Excellence

Leadership Customer Intimacy

Product

Context
Internal
External

Strategy Development
Business Strategy
Customer Strategy
Customer choice and characteristics
Segmentation
CRM Strategy
Types of Strategies
Transition Paths
4

Relationship
Orientation
Mission
Culture
Structure
People
Communication & Information
Systems

Organization
Alignment
Why Reorganize?
Alignment Stages

Implementation

customers

Pitfalls

experience;

(Focus

Adjusting

on
the

process pace; Staying ahead of market

change)
6

Customisation
Different forms of customisation
Customer share replacing market share
Building

1 customer at a time

Adversarial Collaborative
Differentiating customers, not products

Lasting

value

of

customers,

not

products
7

Customer Focus
The different stages of Coordination
Cooperation
Capability
Connection

Product to Customer
Centric
Issues structure, culture, processes,

financial metrics
The path leadership commitment;

organizational
process

realignment;

support;

revised

systems

&

metrics;

continuous improvement
9

Customer Centricity

10