Академический Документы
Профессиональный Документы
Культура Документы
Operational CRM: Call Centre Management, Internet & Website, Direct Mail
(4 Sessions).
Reference Books
1. Customer Relationship Management
By
Peelen, Ed. Pearson
2. Customer Relationship Management: Integrating Marketing Strategy & information
By
Zikmund, William G. et al., John Wiley
3. Customer Relationship Management (Emerging Concepts, Tools & Applications)
By
Sheth, Jagdish N. et al., TMH
Customer Relationship
Management
It refers to practices, strategies and technologies that
companies use to manage and analyze customer interactions
and data throughout the customer lifecycle, with the goal of
improving business relationships with customers, assisting
in customer retention and driving sales growth.
Types of Relationship
B2B
B2C
B2B2C
CRM Process
CRM Systems
Call Centers
Contact Center Automation
Social Media
Location-based Services
CRM Systems for B2B Transactions
History of CRM
In the 1980s and most of the 1990s, many enterprises cut costs,
restructured and trimmed operations to achieve their financial objectives.
As a result, they developed a well-practiced behavior of looking inward
for answers when they had to find new ways to satisfy shareholders.
In the 1990s, a new strategic approach named relationship marketing
evolved.
Originating in the service or industrial marketing literature, relationship
marketing focuses on the development and cultivation of long-term
profitable relationships.
Relationship marketing considers relationships in every direction.
The customer relationship management approach focuses on profitenhancing relationships with customers
corporate
functions:
marketing,
manufacturing,
1. Both customers and the suppliers are fully responsible for the control of quality.
2. Both the customer and supplier should be independent of each other and respect
each others independence.
3. The customer is responsible for providing the supplier with clear sufficient
requirements so that supplier can know precisely what to produce.
4. Both the customer and the supplier should enter into a non adversarial contract
with respect to quality, quantity, price, delivery method, and terms payments.
5. The supplier is responsible for providing the quality that will satisfy the customer
and submitting necessary data upon customers request.
6. Both the customer and the supplier should decide the method to evaluate the quality
of the product or service to the satisfaction of both parties.
7. Both the customer and the supplier should establish in the contract the method
by which they can reach an amicable settlement of any disputes that may arise.
8. Both the customer and the supplier should continually exchange information,
sometimes using multifunctional teams, in order to improve the product or service
quality.
9. Both the customer and the supplier should perform business activities such as
procurement, production, and inventory planning, clerical work, and systems so
that an amicable and satisfactory relationship is maintained.
10. When dealing with business transactions, both the customer and supplier should
always have the best interest of the end user in mind.
Grades of Strategy
Corporate Strategy (What Business Should I be in?).
Business Strategy (How Should I Compete?).
Competitive Strategy (How Do I Beat the Competition?).
Elton Mayo suggested that social groups and interpersonal factors must be
considered when addressing organizational performance. This was the birth
of the human relations movement in business management.
It assumes that workers are, by nature, good people who are intelligent,
creative and self-motivating.
In the proper environment, employees are self-directed, will seek and accept
responsibility for completing tasks, and take pride in doing a good job.
Employee Management
Employees are its most important resource, so job satisfaction and employee
development take priority over rules and procedures.
A manager's job is to design and implement systems that support selfmotivation, autonomy and individual decision-making.
Employees are encouraged to ask for the type and frequency of management
support that they need, whether it is asking a question, testing a new idea,
regular status meetings or an occasional verbal pat on the back.