Customer relationship management

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Customer relationship management

  1. 1. Welcome Every One<br />Teamwork Presentation<br />Confused Group<br />
  2. 2. Customer Relationship Management<br />
  3. 3. Team Members<br />
  4. 4. Definition Of CRM:<br />CRM is “the development and maintenance of mutually beneficiallong-termrelationships with strategically significant customers”<br />(Definition by Buttle, 2000)<br />Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.<br /> (Definition by Wikipedia)<br />Define Customer Relation Ship Management<br />
  5. 5. Understanding Customer Relationship Management (CRM)?<br />CRM is a business philosophy based on upon individual customers <br />and customised products and services supported by open lines <br />of communication and feedback from the participating firms that <br />mutually benefit both buying and selling organisations.<br />Understanding CRM<br />
  6. 6. Determinants of CRM: <br />Determinants of CRM<br />
  7. 7. Determinants of CRM: <br />In addition to Trust, and Value, Salespeople’s must:<br />Understand customer needs and problems;<br />Meet their commitments;<br />Provide superior after sales support;<br />Make sure that the customer is always told the truth; <br />Have a passionate interest in establishing and retaining a long-term relationship. <br />Determinants of CRM<br />
  8. 8. Stages of CRM: <br />To seek a new business partner.<br />Experience Accumulated Between Buyer and Seller.<br />Stages of CRM<br />Higher Degree of Commitment and reduce the social exchange.<br />Characterised by the companies’ mutual importance to each other.<br />The interaction between companies becomes institutionalized.<br />
  9. 9. Complex<br />Key-Account Relationship:<br />Level of Involvement with Customer<br />Synergetic KAM<br />Partnership KAM<br />Stages Key-Account Relationship<br />Mid KAM<br />Early KAM<br />Simplex<br />Pre KAM<br />Collaborative<br />Transitional<br />Nature of Customer Relationship<br />(Millman and Wilson, 1995)<br />
  10. 10. Functions of Customer Relationship:<br />Function of CRM<br />
  11. 11. The Role of Salespeople’s as Builders and Promoters:<br />Salespeople By:<br />Identifying potential customers and their needs;<br />Approaching key decision makers in the buying firm;<br />Negotiating and advancing dialogue and mutual trust;<br />Coordinating the cooperation between the customers and <br />Heir company;<br />Encouraging the inter-organisational learning process; <br />Contributing to constructive resolution of existing conflicts;<br />Leading the customer relationship development team<br />Role of Salespeople’s<br />
  12. 12. The Evans and Luksin (1994) model for effective Relationship Marketing<br />Model of CRM<br />
  13. 13. Managing Customer Relationship<br />The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.<br />Engage in strategic prospecting and qualifying;<br />Gather and study pre-call information;<br />Identify buying influences;<br />Plan the initial sales call;<br />Demonstrate an understanding of the customer’s needs;<br />Identify opportunities to build a relationship;<br />Illustrate the value of a relationship with the customer.<br />Initiating the Relationship:<br />Managing Customer Relationship<br />
  14. 14. Managing Customer Relationship<br />The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.<br />Select an appropriate offering;<br />Customise the relationship;<br />Link the solutions with the customer’s needs;<br />Discuss customer concerns;<br />Summarize the solution to confirm benefits; <br />Secure commitment.<br />Developing the Relationship:<br />Managing Customer Relationship<br />
  15. 15. Qualifying prospects for relationship building<br />The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.<br />Assess customer satisfaction;<br />Take action to ensure satisfaction;<br />Maintain open, two-way communication; and<br />Work to add value and enhance mutual opportunities.<br />Enhancing the Relationship:<br />Managing Customer Relationship<br />
  16. 16. Qualifying prospects for relationship building<br />High<br />Opportunities for adding building<br />Managing Customer Relationship<br />Low<br />Potential profitability of customer<br />High<br />Low<br />
  17. 17. Relationship Networks<br />The ultimate outcome of a successful CRM strategy is the creation<br />of a unique company asset known as a relationship network.<br />The additional aspects of a global salesperson’s job are to:<br />Manage customer value;<br />Act as customer advocate;<br />Enhance customer loyalty and build a “health” and profitable network of relationships.<br />Managing Customer Relationship<br />
  18. 18. THANK YOU<br />By: Confused Groups<br />

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