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A business philosophy :
Trust
The willingness to rely on the ability, integrity, and motivation of
one company to serve the needs of the other company as agreed
upon implicitly and explicitly.
Value
The ability of a selling organisation to satisfy the needs of the
customer at a comparatively lower cost or higher benefit than
that offered by competitors and measured in monetary,
temporal, functional and psychological terms.
Stages in the Development of a Key-Account Relationship
The Pre-relationship Stage: The event that triggers a buyer to seek a new business
partner.
The Early Stage: Experience is accumulated between the buyer and seller although a
great degree of uncertainty and distance exists.
The Final Stage: The interaction between the companies becomes institutionalized.
Presentation
Function of Customer Relationship
Management:
Value Creation Process
Technology delivery process
•R&D
•Technology integration
Management •Efficiency, effectiveness
Decision learning
Process
Value-based
Customer sensitivity Product delivery process Strategies
•Concept to launch •Pricing
•Diversity •Manufacturing process •Communication
•Information
•Differentiated
offering Customer delivery process
•Supply chain
•Distribution
•Infomediation (distribution
of information)
(Sharma et. al., 2001)
Models of Customer Relationship
Management
The Evans and Luskin (1994) model for effective
Relationship Marketing
Relationship marketing
inputs
•Understanding customer
expectations
•Building service partnerships
•Empowering employees Relationship marketing outcomes
•Total quality management •Customer Satisfaction
•Customer loyalty
•Quality products
•Increased profitability
Assessment state
•Customer feedback
•Integration
Models of Customer Relationship Management co
Independence
Relative influence
Summary