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Customer Relationship Management Overview

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To become truly successful, a company needs to acknowledge and honor the relationship it has with its customers. And this commitment should be reflected in everything the company does--from creating a …

To become truly successful, a company needs to acknowledge and honor the relationship it has with its customers. And this commitment should be reflected in everything the company does--from creating a mission statement, to treating customers like partners, to doing the kind of business that guarantees customer satisfaction.

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  • 1. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge) Customer Relationship Management Overview
  • 2. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge) Customer Relationship Management Overview KeyPoints to develop in your own time! Introductory concepts @ OxfordCambridge.Org all for free and free for all. The information gathered here is under KeyPoints format and may be use: - Either to give the reader an overview before deciding for a full scale study of the subject. - Or to guide readers in expanding their knowledge on the given topic. Some recommendations, perhaps: - Identify all the KeyPoints on which you feel a need to expand your knowledge. - Choose a good book or two and/or info from Internet. - And then work towards gaining that knowledge. Please enjoy!
  • 3. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge) Aim of publication To introduce the reader or the learner to the principles of Customer Relationship Management
  • 4. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge) After developing the KeyPoints outlined in this publication, you should mainly be able to: ☺ reverse customer dissatisfaction. ☺ reinforce excellent customer service behaviors. ☺ manage internal customer relationships. ☺ learn the art of service recovery. ☺ analyze your company's level of customer service internally ☺ get on the path to effective customer service on the Web Learning Objectives
  • 5. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) Customer Relationship Management Overview – Summary. ☺ Good companies are customer-focused but great companies are customer-driven as they develop a relationship with their customers. ☺ An organization's greatest resource is its people; still, in today's competitive market, hiring and keeping customer service professionals is not an easy task. ☺ Managing customer relationships isn't straight forward. When a customer has an unexpected problem with a product or service, there is a risk losing that customer to the competition. ☺ Excellent customer service starts internally and is reflected externally. ☺ Unless processes, procedures, organizational culture, and employee relationships support a service environment, the organization will fail to deliver an outstanding service.
  • 6. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) Customer Relationship Management Overview – Summary. ☺ The most influential technological advancement of this era is the birth and growth of the Internet. ☺ To make sure your company succeeds with an e-Commerce strategy, you need to make a difference. ☺ How do you separate the standard companies from the service- oriented giants? ☺ You look at their overall service records. ☺ It's sustaining quality customer service that counts nowadays.
  • 7. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge) ☺ (Section 1) A Customer-driven Organization. ☺ (Section 2) Hiring and Retaining Service Professionals. ☺ (Section 3) Effective Service Recovery. ☺ (Section 4) Serving Internal Customers. ☺ (Section 5) Beginning Digital Customer Relationships. ☺ (Section 6) Sustaining Excellent Customer Service. ☺ (Section 7) Managing Customer Relationships. Effective Business Meetings - Sections list
  • 8. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 1) A Customer-driven Organization – Summary. ☺ Good organizations are customer-focused. Great companies are customer-driven, they don't just focus on customers. ☺ Great organizations develop a relationship with their customers; they listen and commit to making their customers happy. ☺ Every decision is driven by giving their customers, what they say, they want, not what the organizations believe they want. ☺ To become truly successful, an organization needs to acknowledge and honor the relationship it has with its customers. ☺ Thus, this commitment should be reflected in everything the organization does - from creating a mission statement, to treating customers like partners, to carrying out the kind of business that guarantees customer satisfaction.
  • 9. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 1) A Customer-driven Organization – HighPoints. ☺ A Mission Statement on Target. ☺ Making Customers Business Partners. ☺ Be Pro-active in Making Customers Business Partners.
  • 10. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 1) HighPoints: A Mission Statement on Target. ☺ recognize the benefits of using a customer-driven mission statement. ☺ identify the input needed to write a customer-driven mission statement. ☺ sequence the steps for writing a customer-driven mission statement. ☺ list strategies to keep the customer-driven mission statement vital. ☺ identify ways of helping employees bond with the organization's customer-driven mission statement.
  • 11. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 1) HighPoints: Making Customers Business Partners. ☺ identify the advantages of developing a partnership relationship with your customers. ☺ distinguish needed strategies that enhance customer partnerships. ☺ enumerate important practices that could be a threat to a partnership relationship with customers. ☺ identify effective strategies for benefiting from customer complaints and issues. ☺ consider appropriate marketing tools for different partners in workplace situations.
  • 12. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 1) HighPoints: Be Pro-active in Making Customers Business Partners. ☺ recognize the benefits of managing customer relationships. ☺ identify examples of businesses which succeed in this field. ☺ list the steps involved in applying pro-active methods to an organization. ☺ itemize effective pro-active methods in-house. ☺ identify effective means of supporting pro-active front-line employees.
  • 13. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 2) Hiring and Retaining Service Professionals – Summary. ☺ An organization's greatest resource is its human resources. ☺ And yet in today's highly competitive market, hiring and keeping valuable customer service professionals is not an easy task. ☺ How to identify the specific skills and qualifications a particular position requires? ☺ How to attract the right candidates? ☺ How to elicit the information you need from candidates to make effective hiring decisions? ☺ What does it take to keep valued employees?
  • 14. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 2) Hiring and Retaining Service Professionals – HighPoints. ☺ Model a Hiring Plan. ☺ Hiring Process. ☺ Orienting New Customer Service Employees. ☺ Retaining Customer Service Professionals.
  • 15. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 2) HighPoints: Model a Hiring Plan. ☺ recognize the benefits of modelling a hiring plan. ☺ match categories in a job definition with customer service items. ☺ examine the description of a position to determine attributes to include in a profile. ☺ use effective interviewing techniques to draw out candidates' values and attitudes.
  • 16. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 2) HighPoints: Hiring Process. ☺ recognize benefits of spending time and effort to attract, recruit, and interview customer service employees. ☺ use an appropriate strategy to attract and recruit qualified job candidates. ☺ apply an appropriate strategy for screening job applicants prior to a formal interview. ☺ identify steps to gather information in the interview process.
  • 17. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 2) HighPoints: Orienting New Customer Service Employees. ☺ recognize the benefits of orienting new customer service employees to their jobs and the organization. ☺ identify ways to effectively orient new employees to the organization. ☺ analyze training scenarios to determine what needs to be improved to make a program more effective. ☺ apply appropriate feedback as means of performance appraisal.
  • 18. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 2) HighPoints: Retaining Customer Service Professionals. ☺ recognize the value of using incentives to retain customer service professionals. ☺ identify principles of retaining employees through compensation. ☺ define guidelines for establishing an effective recognition process. ☺ identify effective environmental enrichment techniques to retain service employees.
  • 19. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 3) Effective Service Recovery – Summary. ☺ Managing customer relationships is not always an easy task. ☺ When a customer has an unforeseen problem with a product or service, there is a risk losing that customer to the competition. ☺ With the competition for gaining new customers being fierce, it is necessary you and your organization to do everything to retain existing customers you worked hard to acquire. ☺ To accomplish that, you and the organization need policies and processes to help you act and proactively solve problems and regain customers’ trust. ☺ Thus, learn the set of carefully designed procedures, strategies, and techniques designed to salvage your valued customer relationships.
  • 20. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 3) Effective Service Recovery – HighPoints ☺ Customers' Recovery Expectations. ☺ Basic Service-recovery Skills. ☺ Fundamentals of Service-recovery Systems.
  • 21. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 3) HighPoints: Customers' Recovery Expectations. ☺ identify the value of understanding customers’ expectations in the service-recovery experience. ☺ distinguish customers' organizational expectations. ☺ describe customers' expectations of service personnel. ☺ apply recovery principles to defuse a customer's emotional.
  • 22. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 3) HighPoints: Basic Service-recovery Skills. ☺ recognize benefits of using service-recovery skills to satisfy a customer. ☺ use basic recovery tactics to make a connection with customers. ☺ use basic recovery guidelines to create an effective solution with customers. ☺ identify techniques for going the extra length.
  • 23. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 3) HighPoints: Fundamentals of Service-recovery Systems. ☺ recognize the value of creating a service-recovery system. ☺ identify steps to take to identify service issues in a service- recovery system. ☺ discover strategies of an effective solution process. ☺ identify steps to create the evaluation process of a service- recovery system.
  • 24. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 4) Serving Internal Customers – Summary. ☺ This concerns the needs of often overlooked groups of individuals: internal customers. ☺ Excellent customer service starts internally and is reflected externally. ☺ Unless processes, procedures, organizational culture, and employee relationships support a service environment, the organization will fail to deliver excellent service. ☺ One must begin by determining who the internal customers are, then understanding their needs, and fostering a sense of unity at organization level. ☺ Next, understand how teamwork and service teams can benefit the organization.
  • 25. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 4) Serving Internal Customers – Summary, continues. ☺ Partnering successfully and learning to empower service employees are other important elements. ☺ Finally, analyze your company's level of customer service from an internal perspective and solve specific service issues.
  • 26. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 4) Serving Internal Customers – HighPoints. ☺ Looking within the Organization. ☺ Managing Internal Relationships. ☺ Partnering Successfully. ☺ Empowering Service Employees.
  • 27. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 4) HighPoints: Looking within the Organization. ☺ recognize the benefits of improving internal customer service. ☺ identify characteristics associated with a powerful internal customer service mind-set. ☺ exploit techniques that support excellent internal customer service in a business environment.
  • 28. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 4) HighPoints: Managing Internal Relationships. ☺ recognize the value of internal customer collaboration through teamwork. ☺ employ techniques for overcoming teamwork obstacles in a service-based organization. ☺ identify service team tasks necessary to establish excellent customer service.
  • 29. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 4) HighPoints: Partnering Successfully. ☺ recognize the benefits of incorporating partnering in an internal customer service plan. ☺ consider the necessary values of partnering. ☺ distinguish the steps of the partnering process. ☺ assess and decide if partnering techniques are properly applied.
  • 30. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 4) HighPoints: Empowering Service Employees. ☺ acknowledge the benefits of empowering customer service- oriented employees. ☺ recognize the differences between laws, policies, and standards. ☺ assess and determine if appropriate actions have been taken regarding organizational rules. ☺ apply techniques to empower customer service employees in a business environment.
  • 31. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 5) Beginning Internet Customer Relationships – Summary. ☺ The major influential technological advancement of this era is the Internet’s arrival and growth. ☺ Thousands of businesses have taken up shops in the cyberspace. ☺ From startup dot coms to well-established brick-and-mortar companies, the Web rush is in full run. ☺ But, as in a game of musical chairs, you have to wonder if your organization will be lucky enough to find a safe e-Commerce seat. ☺ Some say the music has already stopped and the sound you hear is the hordes of e-businesses scrambling to survive.
  • 32. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 5) Beginning Internet Customer Relationships – Summary, continues. ☺ To make sure your company succeeds with an e-Commerce strategy, you need to make a difference. ☺ The differentiator, as always, is service. ☺ There are basic concepts, skills, and principles to enable getting effective customer service on the Web. ☺ Still, one needs to examine what it takes to meet customers' e- Service expectations; and to learn how to add value by personalizing your customers' e-Buying experience and retain them by keeping human support just one click away. ☺ The result will be an ability to increase profitability, loyalty, and connect with customers in a more cost-effective manner.
  • 33. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 5) Beginning Internet Customer Relationships – HighPoints. ☺ Meeting Expectations. ☺ Implementing a Personalized Service. ☺ Establishing Human-touch Points.
  • 34. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 5) HighPoints: Meeting Expectations. ☺ recognize the value of meeting customers' e-Commerce expectations. ☺ identify characteristics of a reliable web site. ☺ apply strategies for making an e-Commerce web site easy to use. ☺ identify guidelines for providing effective order fulfilment.
  • 35. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 5) HighPoints: Implementing Personalized Service. ☺ recognize the importance personalization plays in delivering service. ☺ identify ways companies can personalize the online buying experience. ☺ determine whether profiling techniques personalized an online buying experience in a given scenario. ☺ analyze e-Commerce situations to determine whether the strategies used for creating communities of interest will lead to success.
  • 36. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 5) HighPoints: Establishing Human-touch Points. ☺ recognize the importance that establishing human-touch points plays in delivering online service. ☺ identify components for connecting customers with service personnel. ☺ determine whether guidelines can be met for creating an effective emailing system. ☺ apply principles of effective phone communication.
  • 37. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 6) Sustaining Excellent Customer Service – Summary. ☺ How do you separate the "green" companies from the service- oriented giants? ☺ Well, look at their overall service records. It's sustaining quality customer service that counts these days. ☺ The ability to sustain comes from within first. Employees who are given feedback, guidance, recognition, compensation, and praise for their customer service efforts really shine. ☺ Then these employees affect everyone around them, including the external customers. ☺ Therefore, there is a need to promote excellent customer service behavior by reinforcing and rewarding employees for their efforts. ☺ One is to identify what tools to address extreme service recovery situations.
  • 38. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 6) Sustaining Excellent Customer Service – HighPoints. ☺ Reinforcing Excellent Customer Service Behavior. ☺ Rewarding Excellent Customer Service Behavior. ☺ Addressing Extreme Service-recovery Situations.
  • 39. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 6) HighPoints: Reinforcing Excellent Customer Service Behavior. ☺ recognize the benefits of reinforcing excellent customer service behavior. ☺ apply the rules for reinforcing excellent customer service behavior. ☺ predict the effect on customer service behavior when reinforcement is provided. ☺ use the positive reinforcement process appropriately to motivate customer service employees.
  • 40. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 6) HighPoints: Rewarding Excellent Customer Service Behavior. ☺ recognize the reasons for rewarding excellent customer service actions. ☺ identify guidelines for providing customer service employees with effective feedback. ☺ apply motivational techniques to effectively motivate customer service employees. ☺ match techniques with corresponding examples for compensating employees for excellent customer service.
  • 41. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) (Section 6) HighPoints: Addressing Extreme Service-recovery Situations. ☺ recognize benefits of creating an effective service-recovery system. ☺ acknowledge steps for successfully recovering a difficult customer. ☺ identify factors to consider when making a decision to fire or retain a customer. ☺ know the components of a crisis-recovery plan.
  • 42. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) Customer Relationship Management Overview – Conclusion. ☺ At this point you should be able to be familiar with the following: • recognize the benefits of using a customer-driven mission statement. • identify the input needed to write a customer-driven mission statement. • identify the advantages of developing a partnership relationship with your customers. • recognize the benefits of managing customer relationships. • use an appropriate strategy to attract and recruit customer service employees. • distinguish principles of retaining customer service professionals. • recognize benefits of using service-recovery skills to satisfy a customer.
  • 43. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) Customer Relationship Management Overview – Conclusion, continues. • exploit the benefits of improving internal customer service. • consider the value of internal customer collaboration through teamwork. • recognize the benefits of incorporating partnering in an internal customer service plan. • acknowledge the benefits of empowering customer service- oriented employees. • know the value of meeting customers' e-Commerce expectations. • reckon the importance personalization plays in delivering service. • accept the importance that establishing human-touch points plays in delivering online service.
  • 44. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford) Customer Relationship Management Overview – Conclusion, continues. • apply the rules for reinforcing excellent customer service behavior. • implement motivational techniques to effectively motivate customer service employees. • acknowledge the benefits of creating an efficient service- recovery system.
  • 45. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge)
  • 46. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)

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