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Learning Objectives

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Ä at is Customer Relations ip Management (CRM)?

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"     mutually beneficial
long-term  

# strategically significant customers$
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"ÿ en anced value processº#  
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µvoice¶ of t e customer   long-term superior
customer valueº  well identified existing and potential
customers$
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=nderstanding Customer Relations ip Management (CRM)?

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business p ilosop y %
    
 


 
  



 %open lines
of communication and feedback   
 
mutually benefit bot buying and selling organisations

& % 



 ³learning relations ip$º
#  
 %#  % #  

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loyal customer ' ºº 
# 
 maximize
t e value of t e relations ip for t e customer¶s benefit

'
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#    
  %competitive advantage % %
 

% value-driven long-term relations ips
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eterminants of CRM

rust

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   %ºº   


  
 
     

   

Value

& % 


 
  

 
  

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eterminants of CRM

'  trust valueº



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·tages in t e development of a Customer Relations ip


e Pre-relations ip ·tage
&  
%  
#%




e Early ·tage

 %# % 
  
  



e evelopment ·tage
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e Long-term ·tage
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e Final ·tage
&  %#  
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·tages in t e evelopment of a Key-Account Relations ip

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Rm   
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A Relations ip Life Cycle Model

)   
- #   Pre- evelopment Maturity ecline
relations ip stage stage stage
stage

- #  
)   

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Class Exercise

2 
  
 
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% 
   

   

2 3(
4
 
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Functions of Customer Relations ip Management

irect functions  %


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ÿndirect functions   




   

  
 

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Functions of Customer Relations ip Management


Value Creation Process
ec nology delivery process
7 8
7&    
Management 7º

ecision 
Process
Value-based
Customer sensitivity Product delivery process ·trategies
7|    7(
7
 7   

7|  
7'   
7
 Customer delivery process
71  
7
%  
7'  
%  
   
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e role of salespeople as relations ip builders and promoters

1
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 # act bot as relations ip
builders and as relations ip promoters.
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Models of Customer Relations ip Management


e Evans and Luskin (1994) model for effective
Relations ip Marketing

Relations ip marketing inputs


7

  

79 



7  #  

7& 5   


Relations ip marketing outcomes
7|
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7|
  
7:   

7'
 %
Assessment state
7|
 %
7' 
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Models of Customer Relations ip Management


e Brock and Barcklay (1999) model of selling
partner relations ip effectiveness

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Managing Customer Relations ips


&  %



%    #
  initiateº
    

 
 % 
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ÿnitiating t e relations ip


5 
; 
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Managing Customer Relations ips


&  %



%    #
  º
develop    

 
 % 
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eveloping t e relations ip
1  
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#  
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1 , 
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Managing Customer Relations ips


&  %



%    #
  º
 en ance   

 
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En ancing t e relations ip


 

 
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 º# *#  
2         

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Managing Customer Relations ips
Qualifying prospects for relations ip building

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=se a non Build a strong
customized and lasting
approac relations ip
Opportunities
for adding value

·eek better Focus on


opportunities loyalty-building
elsew ere program
- #
- # Potential profitability of customer )
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Relations ip networks

&      




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0relations ip network  


   
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·ummary

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