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Learning Objectives
At the end of this course, participants should be able to
do the following:
i. Explain importance of CRM Strategy
ii. Explain CRM development and implementation
iii.Identify methods for aligning CRM Strategy to
business model
iv.Explain Customer Value Added and Customer Loyalty
v. Conduct proper enterprise-wide implementation of
customer-centricity
“70% of CRM initiatives fail”
Source: Cap Gemini Ernst & Young
Employee Engagement
Review
Maintain
Invest
Efficiently High
Claimed Importance
Study/
Trim Invest
Low
Low Real Relevance High
Strategy
Systems Structure
Shared Values/
Subordinate Goals
Staff Skills
Style
Action Points for Testing CRM Strategy
Business
Strategy
Planning Level
Business Model
Architectural Level
Business Process
Implementation
Level
Customer Value Added
Personnel
Operating practices and procedures
Systems (internal and external)
Products and services
Aligning Personnel
• Recognizing and rewarding customer-centric
behaviour.
• Training every staff on customer-centricity.
• Ensuring that decision-making hinges on
customers.
• Using communication tools and techniques
for highlighting the firm’s progress in
customer-centricity
Entrenching Customer-Centricity via
Training cum Internalization
• Business decision-maker
• End-user of product or service
• Procurement function
Customer Survey
• Environment of trust
• Establishing expectations with
personnel
• Managing anecdotes
Involving Customers
This can be done by means of the following:
1. Focus Group: For obtaining information through
discussion with a group of participants, taking
cognizance of commonality in demographics,
attitudes or purchase patterns.
2. Customer Board of Advisors: For holding periodic
meetings with selected number of senior
executives from firm’s customer database.
Factors that determine selection of customers
include strategic importance, level of
complexity/sophistication in use of products or
service, diversity of industries which the firm
represents.
Analyzing information
• Customer Satisfaction
• Customer Retention
• Churn
• Revenue and Profitability
-Overall
-By Customer Segment
-By Customer
• Product/Service Diversity By Customer
Responding to Customers
1. Immediate Response
i. Establishment of criteria for ‘immediacy’.
ii. Implementing ‘immediacy’ team.
iii. Management reporting.
Newsletter
E-mail
Website
E-zine
Instituting the update as a component of firm’s
account management practices
Using interactive sessions of forum or board of
advisors.
Responding immediately to participants during
survey.
Common Pitfalls of CRM
Solution Mindset Narrow distribution of customer value Broad definition of customer value proposition
proposition Bundles that combines products, services and
Off-the-shelf products knowledge
Top-down design Bottom-up, designed on the front lines
Customer Interface Centrally driven Innovation and authority at the front line with
Limited decision-making power in field customer
Incentives based on product economics and Incentives based on customer economics and
individual performance team performance
Business Processes “One size fits all” processes Tailored business streams
Customization adds complexity Balance between customization and complexity
Complexity isolated within the system
Organizational Linkages Rigid organizational boundaries Cross-organizational teaming
& Metrics Organizational silos control resources Joint credit
Limited trust across organizational High degree of organizational trust
boundaries
Source: Booz Allen Hamilton
Solutions Advance Customer Value Proposition
Aerospace Aerospace “We sell high- Application/Design “We can reduce your
Components Fasteners performance fasteners” support operational costs”
Utilities Electricity “We provide electricity Energy asset “We can help you reduce
reliability” maintenance total energy costs”
Chemicals Lubricants “We sell a wide range of Usage and “We can increase your
lubricants” application design machine performance and
Lubricant analysis up-time”
Pharmaceuticals Drugs “We sell pharmaceuticals” Product support “We can help you better
Outcomes-driven manage your patient base”
information database
Customer segmentation
Engagement process
Escalation process
Response planning, analysis and execution
Managing customer experience through
resolution
Internal management review
Factors to Consider When Crafting Message