customer relationship management<br />the tattoo effect<br />
“Retention is for wimps. We <br />measure the percentage  of <br />customers <br />who have our name tattooed on their bod...
CRM is a philosophy that is supported and enhanced by technology<br />$11 Billion Industry - 2010 <br />(Forrester Researc...
traditional CRM models manage the sales cycle<br />
CRM Pyramid<br />
are we information centric?<br />
the technology...<br />
let the technology do the work...<br /><ul><li>website
online signup
sales force automation (SFA)
planning and tracking of marketing campaigns</li></li></ul><li>let the technology do the work...<br /><ul><li>social media
analytics and measurements
evaluation and follow up</li></li></ul><li>but... its not all about the technology...<br />
what does this mean?<br />customers are more connected to each other than to your company<br />
customer management should focus on.... <br />value creation not cost reduction<br />effectiveness not efficiency<br />CRM...
how does the customer benefit from CRM?<br />
“80% of executives believe that their company delivers outstanding value and a superior customer experience. Only 8% of th...
customer management and us?<br />
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Customer Relationship Management

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Customer Relationship Management

  1. 1. customer relationship management<br />the tattoo effect<br />
  2. 2. “Retention is for wimps. We <br />measure the percentage  of <br />customers <br />who have our name tattooed on their body.”<br />  <br />(HarleyDavidson Annual Report)<br />
  3. 3. CRM is a philosophy that is supported and enhanced by technology<br />$11 Billion Industry - 2010 <br />(Forrester Research)<br />
  4. 4. traditional CRM models manage the sales cycle<br />
  5. 5.
  6. 6. CRM Pyramid<br />
  7. 7. are we information centric?<br />
  8. 8. the technology...<br />
  9. 9. let the technology do the work...<br /><ul><li>website
  10. 10. online signup
  11. 11. sales force automation (SFA)
  12. 12. planning and tracking of marketing campaigns</li></li></ul><li>let the technology do the work...<br /><ul><li>social media
  13. 13. analytics and measurements
  14. 14. evaluation and follow up</li></li></ul><li>but... its not all about the technology...<br />
  15. 15. what does this mean?<br />customers are more connected to each other than to your company<br />
  16. 16. customer management should focus on.... <br />value creation not cost reduction<br />effectiveness not efficiency<br />CRM should have revenue targets<br />
  17. 17. how does the customer benefit from CRM?<br />
  18. 18. “80% of executives believe that their company delivers outstanding value and a superior customer experience. Only 8% of their customers agree”<br />(Bain and Company) <br />
  19. 19. customer management and us?<br />
  20. 20. “Customers who buy a product with problems but receive ‘world class’ customer service while resolving the problem are more likely to repurchase from the company than customers who buy a perfect product with no problems at all”<br />Dr Jon Anton – e-Business Customer Service<br />
  21. 21. thank you<br />craigstewart<br />@stewartcraig<br />06/01/2010<br />
  22. 22. notes <br />Customer Relationship Management: Theory and Practice. J Todd Bennett. May 2009 <br />CRM: Dead or Dying. Paul Roemer. June 2009<br />What's hot in CRM Applications in 2009. Gartner. June 2009<br />Customer Relationship Management. Wikipedia (accessed Jan 2010).<br />Customer Relationship Management. Jerry Helms. October 2009<br />

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