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Learning Objectives
Definition
Importance of CRM;
Explain the determinants of CRM and the key stages in its development;
Discuss the main functions and various models of CRM;
Explain the role of salespeople as relationship developers
Discuss the management of customer relationships.
TYPES
OPERATIONAL
ANALYTICAL
COLLABORATIVE
Determinants of CRM
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.
Determinants of CRM
In addition to trust and value, salespeople must:
Understand customer needs and problems;
Meet their commitments;
Provide superior after sales support;
Make sure that the customer is always told the truth
(must be honest); and
Have a passionate interest in establishing and retaining a longterm relationship (e.g., have long-term perspective).
Synergistic KAM
Partnership
Degree of
involvement
Mid-KAM
Early-KAM
Low
Pre-KAM
Transactional
Collaborative
Nature of customer relationship
Prerelationship
stage
Development
stage
Maturity
stage
Decline
stage
Low cooperation
High competition
Time
(Wilkinson and Young, 1997)
Class Exercise
Management
Decision
Process
Customer sensitivity
Diversity
Information
Differentiated
offering
Value-based
Strategies
Pricing
Communication
Independence
Mutual trust
Cooperation
Relative influence
Selling partner
relationship
effectiveness
Use a non
customized
approach
Build a strong
and lasting
relationship
Opportunities
for adding value
Seek better
opportunities
elsewhere
Focus on
loyalty-building
program
Low
Low
High
Relationship networks
The ultimate outcome of a successful CRM strategy is the creation
of a unique company asset known as a relationship network.
A relationship network consists of the company and its major
customers with whom the company has established long and
enduring business relationships.
The additional aspects of a global salespersons job are to:
Manage customer value;
Act as customer advocate; and
Enhance customer loyalty and build a health and
profitable network of relationships.
Summary
CRM is a new business philosophy based on trust and value;
The core function of CRM is the value creation process;
Customer relationships develop over time;
The role of global salespeople in the process is that of both
relationship builders and relationship promoters; and
The basic premise of CRM is to offer superior value to
customers in an effort to turn prospects into
customers, customers into loyal customers, and
loyal customers into partners.
Technology centric
Customer lifecycle centric
Strategy centric
Customer lifecycle has four phases:
Attracting
Transacting
Servicing and supporting
Enhancing
Hard ROI
approach
Intangible
benefits/assets
Competitive
assessments
This approach measures how competitors are interacting with customers and
decisions are made to either seek parity or exceed a competitors capabilities.
Value-driven
Instinct and
experience