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Chapter 1, KCRM

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A Handbook of Key Customer Relationship Management - Ken Burnett

A Handbook of Key Customer Relationship Management - Ken Burnett

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  • 1. KCRMByKen Burnett
    Chapter 1
    BY
    Kingkortabbyabemuro
  • 2. What's In?
    Why KCRM?
    How KCRM can Help?
    KCRM? Or No to KCRM?
    How KCRM affect sales?
    KCRM & HRM
    KCRM in 11 steps for Dummies
    7/30/2009
    2
    KKB,KCRM,C#1
  • 3. Why KCRM is the BUZZ!!?
    Glut economy
    Technological Innovation
    Quality Seeking Customers
    Shorter PLC
    Dynamic Market place & Organization Culture
    Changed Channel of Distribution
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    KKB,KCRM,C#1
  • 4. Every Customer is a Market Segment
    Customization? Customerization?
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    4
  • 5. Companies Should Focus……..
    They can demonstrate distinctive competence
    They can create sustainable competitive advantage
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  • 6. A Market Segment must be…..
    Measurable
    Substantial
    Accessible
    Differentiable
    Actionable
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  • 7. To Ensure Success, A Company must …….
    Identify, analyze, & select right market segment.
    Creating relevant product and services.
    Focusing sales activities on Key Customers within the target segment.
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  • 8. But beware of……..
    Poor Communication both internal & external
    Inadequate channels to collect feedback
    Top-Down Planning Approach
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  • 9. KCRM in Your Company
    What can it do for you?
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  • 10. KCRM can……..
    Help to respond to a customer driven environment
    To maximize the return on investment
    In any business, financial performance depends on creating capturable customer value (CCV) as efficiently as possible.
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  • 11. KCRM can……..(cont.)
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    Customer Benefit Value = $10000
  • 12. KCRM Helps in
    KCRM helps an organization in addressing operational problems, to help the management of older businesses, phasing out the weaker ones, or building a new SBU and it also helps to be the market leader through risk management, competition control and obviously by offering more value to the customers.
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  • 13. KCRM…..
    Yes or No?
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  • 14. KCRM is For you if……………
    KCRM is more relevant to the business where:
    Few Customers dominating market demand.
    Significant economies of scale.
    Ex: GP vs. TELETALK.
    Product service differentiation
    Ex: Customized Software
    Decision making unit is complex.
    Ex: Industrial Buying
    Competition is intense
  • 15. KCRM might be Harmful if…………
    Market is highly fragmented with few dominant customers.
    Ex: daily necessary goods.
    Little product differentiation.
    Ex: Petrol
    The product is not technically or financially significant.
    Ex: Daily Soap
    Economies of scale is low.
    If the firm enjoy monopoly.
    Ex: Central Bank.
  • 16. Pitfalls of KCRM
    The increased dependence on relatively few customers.
    Ex: Cement industry.
    Pressure on Profit Margins if Key Customers abuse this preferred
    customer status.
    Dealing with more professional buyers.
    Prospective customers may be neglected in this process.
    Ex: Jewelers.
  • 17. Resources Needed
    What we need?
  • 18. KCRM & Resources
  • 19. How does KCRM affect the sales function
    Prospecting
    Product
    Organization
    Profile
    Style
    Responsibility
    Authority
    Culture
    Competition
    Targets
  • 20. KCRM & HR
    Making HR Ready to Face KCRM
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  • 21. Skill Requirements of the KEY Customer Manager
    Understanding How it works
    Ability to counsel, advice and influence
    Ability to identify key result areas
    Ability to plan & allocate resource
    Ability to negotiate
    Ability to lead a multidisciplinary team
  • 22. Customer manager’s contribution to the Company
    Marketing intelligence
    Customer knowledge
    Creative ideas
    Appreciations
  • 23. KCRM for Dummies
    How to apply KCRM
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  • 24. Implement KCRM
    Understand Corporate Objectives
    Generate Plans
    Prioritize
    Agree Upon Plans
    Organize resources needed
    Get commitments from Top Mgt
    Develop detailed Plans
    Set up a profitability measurement system
    Introduce KC infosys
    Introduce KC satisfaction measurement Sys
    Find mutual stability & GAIN!!!
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  • 25. At a Glance…………..
    KCRM Helps But Not Everywhere, Every case and Every Time
    It is needed to be implemented to achieve profitability
    The Company must have some HR capabilities
    It also needs to follow some steps.
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  • 26. The End
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