Customer Relationship Management Overview
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An introduction to the principles of Customer Relationship Management; KeyPoints to develop in your own time. Enjoy!

An introduction to the principles of Customer Relationship Management; KeyPoints to develop in your own time. Enjoy!

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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 ManagementOverviewKeyPoints 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 publicationTo introduce the reader or the learner to theprinciples 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 shouldmainly be able to:☺ reverse customer dissatisfaction.☺ reinforce excellent customer service behaviors.☺ manage internal customer relationships.☺ learn the art of service recovery.☺ analyze your companys level of customer service internally☺ get on the path to effective customer service on the WebLearning 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 arecustomer-driven as they develop a relationship with theircustomers.☺ An organizations greatest resource is its people; still, intodays competitive market, hiring and keeping customer serviceprofessionals is not an easy task.☺ Managing customer relationships isnt straight forward. When acustomer 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 reflectedexternally.☺ Unless processes, procedures, organizational culture, andemployee relationships support a service environment, theorganization 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 isthe birth and growth of the Internet.☺ To make sure your company succeeds with an e-Commercestrategy, 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.☺ Its 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 arecustomer-driven, they dont 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 theysay, they want, not what the organizations believe they want.☺ To become truly successful, an organization needs toacknowledge and honor the relationship it has with itscustomers.☺ Thus, this commitment should be reflected in everything theorganization does - from creating a mission statement, totreating customers like partners, to carrying out the kind ofbusiness 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 missionstatement.☺ identify the input needed to write a customer-driven missionstatement.☺ sequence the steps for writing a customer-driven missionstatement.☺ list strategies to keep the customer-driven mission statementvital.☺ identify ways of helping employees bond with the organizationscustomer-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 relationshipwith your customers.☺ distinguish needed strategies that enhance customerpartnerships.☺ enumerate important practices that could be a threat to apartnership relationship with customers.☺ identify effective strategies for benefiting from customercomplaints and issues.☺ consider appropriate marketing tools for different partners inworkplace 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 BusinessPartners.☺ 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 anorganization.☺ itemize effective pro-active methods in-house.☺ identify effective means of supporting pro-active front-lineemployees.
  • 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 organizations greatest resource is its human resources.☺ And yet in todays highly competitive market, hiring and keepingvaluable customer service professionals is not an easy task.☺ How to identify the specific skills and qualifications a particularposition requires?☺ How to attract the right candidates?☺ How to elicit the information you need from candidates to makeeffective 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 serviceitems.☺ examine the description of a position to determine attributes toinclude in a profile.☺ use effective interviewing techniques to draw out candidatesvalues 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 jobcandidates.☺ apply an appropriate strategy for screening job applicants priorto 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 serviceemployees to their jobs and the organization.☺ identify ways to effectively orient new employees to theorganization.☺ analyze training scenarios to determine what needs to beimproved 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 customerservice professionals.☺ identify principles of retaining employees through compensation.☺ define guidelines for establishing an effective recognitionprocess.☺ identify effective environmental enrichment techniques toretain 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 orservice, there is a risk losing that customer to the competition.☺ With the competition for gaining new customers being fierce, itis necessary you and your organization to do everything to retainexisting customers you worked hard to acquire.☺ To accomplish that, you and the organization need policies andprocesses to help you act and proactively solve problems andregain customers’ trust.☺ Thus, learn the set of carefully designed procedures,strategies, and techniques designed to salvage your valuedcustomer 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 inthe service-recovery experience.☺ distinguish customers organizational expectations.☺ describe customers expectations of service personnel.☺ apply recovery principles to defuse a customers 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 acustomer.☺ use basic recovery tactics to make a connection with customers.☺ use basic recovery guidelines to create an effective solutionwith 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 ofindividuals: internal customers.☺ Excellent customer service starts internally and is reflectedexternally.☺ Unless processes, procedures, organizational culture, andemployee relationships support a service environment, theorganization 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 unityat organization level.☺ Next, understand how teamwork and service teams can benefitthe 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 serviceemployees are other important elements.☺ Finally, analyze your companys level of customer service froman 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 internalcustomer service mind-set.☺ exploit techniques that support excellent internal customerservice 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 throughteamwork.☺ employ techniques for overcoming teamwork obstacles in aservice-based organization.☺ identify service team tasks necessary to establish excellentcustomer 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 internalcustomer 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 takenregarding organizational rules.☺ apply techniques to empower customer service employees in abusiness 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 isthe Internet’s arrival and growth.☺ Thousands of businesses have taken up shops in the cyberspace.☺ From startup dot coms to well-established brick-and-mortarcompanies, the Web rush is in full run.☺ But, as in a game of musical chairs, you have to wonder if yourorganization will be lucky enough to find a safe e-Commerceseat.☺ Some say the music has already stopped and the sound you hearis 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-Commercestrategy, you need to make a difference.☺ The differentiator, as always, is service.☺ There are basic concepts, skills, and principles to enable gettingeffective 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 bypersonalizing your customers e-Buying experience and retainthem by keeping human support just one click away.☺ The result will be an ability to increase profitability, loyalty, andconnect 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-Commerceexpectations.☺ 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 deliveringservice.☺ identify ways companies can personalize the online buyingexperience.☺ determine whether profiling techniques personalized an onlinebuying experience in a given scenario.☺ analyze e-Commerce situations to determine whether thestrategies used for creating communities of interest will lead tosuccess.
  • 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 pointsplays in delivering online service.☺ identify components for connecting customers with servicepersonnel.☺ determine whether guidelines can be met for creating aneffective 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. Its sustaining qualitycustomer service that counts these days.☺ The ability to sustain comes from within first. Employees whoare given feedback, guidance, recognition, compensation, andpraise for their customer service efforts really shine.☺ Then these employees affect everyone around them, includingthe external customers.☺ Therefore, there is a need to promote excellent customerservice behavior by reinforcing and rewarding employees fortheir efforts.☺ One is to identify what tools to address extreme servicerecovery 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 ServiceBehavior.☺ recognize the benefits of reinforcing excellent customerservice behavior.☺ apply the rules for reinforcing excellent customer servicebehavior.☺ predict the effect on customer service behavior whenreinforcement is provided.☺ use the positive reinforcement process appropriately tomotivate 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 serviceactions.☺ identify guidelines for providing customer service employeeswith effective feedback.☺ apply motivational techniques to effectively motivate customerservice employees.☺ match techniques with corresponding examples forcompensating 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-recoverySituations.☺ recognize benefits of creating an effective service-recoverysystem.☺ acknowledge steps for successfully recovering a difficultcustomer.☺ identify factors to consider when making a decision to fire orretain 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 thefollowing:• recognize the benefits of using a customer-driven missionstatement.• identify the input needed to write a customer-drivenmission statement.• identify the advantages of developing a partnershiprelationship with your customers.• recognize the benefits of managing customer relationships.• use an appropriate strategy to attract and recruitcustomer service employees.• distinguish principles of retaining customer serviceprofessionals.• recognize benefits of using service-recovery skills tosatisfy 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 collaborationthrough teamwork.• recognize the benefits of incorporating partnering in aninternal customer service plan.• acknowledge the benefits of empowering customer service-oriented employees.• know the value of meeting customers e-Commerceexpectations.• reckon the importance personalization plays in deliveringservice.• accept the importance that establishing human-touchpoints 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 servicebehavior.• implement motivational techniques to effectively motivatecustomer 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)