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Why is Relationship Management important for business? Does every business need to invest into CRM? Do all business need to adopt similar approaches to implement CRM? What approach is to be taken while developing a business plan? How to plan for risks during the initiative?
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Customer Relationships Management is NOT a new discipline Effective Customer Relationship Management is GOOD business
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Humans value relationships, they are attracted by a prospect of being in one Members can expect predictable behavior in a relationship Engagement parameters are known to all parties, therefore. It is easier to grow a relationship into different areas because of the developed trust Since relationships take energy to setup, people tend to consolidate their interactions with in a few relationships It is easier to maintain a relationship than to setup a new one. Members tend to be locked-in P1 Consulting Services
Define the roles of the participants Company, Customer Type A, Type B Strive to gain more than superficial knowledge of customers Proactive actions have greater value than reactive actions Build a partnership approach in resolving customer issues Cater for the evolution of the relationship to capture the Life-Time Value of the customer
These elements are as important to business relationships as they are to normal human relationships
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The first wave of technology has helped many organizations to improve operational efficiencies Improving product quality and reduced margins have left little room for improvement of the product Today customers expect quality products and flawless operations Effective Customer Relationship Management (CRM) will be the next differentiator The new wave of technology is helping enable CRM strategies Businesses have to embrace CRM in order to survive in the 21st Century
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Product
Quality Speed Operational efficiency
CRM
Processes and Technology based on clearly articulated Strategy
Sales
Sales force effectiveness Opportunity, Account & Order Management Product, Price and Contract negotiation
Marketing
Market research Customer Segmentation Campaign Management Channel evaluation
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Contact Center
Customer Service
Direct Sales
Customer Data
Enterprise Data
Opportunity Management
Funnel Management
Sales Forecasts
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CRM relevance quadrants What businesses will benefit the most from CRM?
Tactical CRM Type B