Beruflich Dokumente
Kultur Dokumente
Customer Relationship
Management Strategies
for Business Markets
Establishing,
Developing, and
Maintaining
successful exchanges with customers.
Exchange
Central to every relationship is an
exchange process where each side gives
something in return for a payoff of
greater value.
Source: Robert S. Kaplan and V.G. Narayanan, “p. 8. Measuring and Managing Customer Profitability,” Journal of Cost Management 15, No. 5
(September/October 2001):
Customer Profitably
As mentioned previously, some customers
are profitable and some aren’t. To determine
this, we look at the cost/profitability
structure with the plan to:
High
Cost-to-Serve
SOURCE: From “Manage Customers for Profits (Not Just Sales)” by B.P. Shapiro et al., September-October 1987, p. 104, Harvard Business Review.
Managing Unprofitable Customers
Low margin / high cost customers offer the
most challenge for marketing mangers.
4. Motivate employees.
1. Seller’s resources
2. Customer’s needs
3. Cost of serving various groups of customers
4. Potential profit opportunities
5. How customers define value and how to
meet those expectations
What do customers value?
Some demand low price
Some demand customer service
Some demand quick delivery
A B C D
SOURCE: Adapted from James C. Anderson and James A. Narus, “Partnering as a Focused Marketing Strategy,” California Management Review 33 (spring
1991)’ p. 97. Copyright © by the Regents of the University of California. Reprinted by permission of the Regents.
Flaring Out Strategy
‘Flaring out’ strategy (Fig 3.5b) states that
the seller can either unbundle (point A),
that is, reduce the service associated with
a lower price (transactional in nature), or
SocialRM Programs
Structural RM Programs
Financial RM Programs
Social RM Programs
Social RM programs:
◦ Social engagements (sporting events, meals, etc.)
◦ Frequent and personalized communications that
develop bonds
◦ Make the relationship special
Results:
◦ Customers reciprocate with repeat business and
referrals
◦ Difficult for rivals to duplicate
Affect:
◦ Has a direct affect on profits & is long lasting
Structural RM Programs
Structural RM programs:
◦ Provide a service/product to increase
productivity and/or efficiency for customers
through targeted investment that
customers would not make for themselves.
For example they provide:
Order-processing interfaces
Free analysis of operations
Results:
◦ Creating a structural bond makes it difficult
for companies to switch to competitors
Financial RM Programs
Financial RM programs provide economic
benefits such as:
Discounts
Free shipping
Extended payment terms
Results:
Companies respond financially to protect
customer relationships, but they do not
necessarily enhance the relationship because all
companies do it.
Targeting RM Programs
Some companies are Relationship Oriented
(RO), and some are not.
◦ RO companies seek to develop relationships
with current or potential supplier.