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Chapter Ii Crm

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  • Pragmatists A person who takes a practical approach to problems and is concerned primarily with the success or failure of their actions
  • Transcript

    • 1. Pre-requisites for implementation of CRM Customer focused work practices and organizational-systems Production/Operations Logistics Sales and Distribution Accounts and Finance Human Resource Purchasing After sale service Continuous Re-engineering to focus on Dynamic Customer Environment
    • 2. Re-defining attitudes and performance evaluation criteria for all functions Existing Myths Existing Skill set Training Elevation to new Skill levels Raising the Performance bar Motivation and Incentives New responsibilities and accountability Acceptance of Change Management objectives
    • 3.
      • Evaluation criteria for all functions - Concept of Key Customers, their analysis and management strategies
      Target Marketing (Key customer) Geography or regionality Psychographics Firmographics Infographics Risk score Preferred sales channel Profitability Number of Products Sales territory Household demographics Tenure Life time value Life stage Privacy preferences
    • 4.
      • Dividing the key customer
      Segment Early Adopters Most likely to buy Newly offered Products and Services. Especially attracted To technology innovation Pragmatists Will purchase new Products after Value Is well understood. Might need to see The product in action Skeptics Only purchase If value is proven. Chances increase With rebates or money back guarantees Laggards Await mass Acceptance of Product prior to Purchase. Not Likely to respond To new promotions Percentage of customers 11 46 28 15
    • 5. CRM and Marketing Cross selling Up-Selling Customer retention Behaviour prediction Customer profitability and value modeling Channel optimization Personalization Event based marketing Customer Privacy / Customer Security
    • 6. CRM and Customer Service The Call center and Customer care Call center and Automation Call routing (CTI, IVR, CSR) Outbound/Inbound Web-based Self-service Customer Satisfaction Measurement Call scripting Cyber agents Workforce management Customer service checklist Choose your technologies Optimally Equip CSR’s to win Establish process for Call center staff Develop success metrics Address the issue of Service recovery Train the CSR’s properly Share key learning's Create corporate personality
    • 7. Uses of e-CRM Product Information Customer record maintenance Customer account Customer contact Lead generation Conversations track Activity (CRM) record management
    • 8. Sales Force Automation Sales Process / Activity Management Sales and Territory Management Contact Management Lead Management Configuration support Knowledge Management

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