Customer management by Derek Hendrikz deals with the relationship between customer relations management (CRM), marketing and sales. Processes, assumptions and objectives are worked with. www.derekhendrikz.com

1. Derek
Hendrikz

2. Copyright © 2014
Derek Hendrikz Consulting
www.derekhendrikz.com

3. www.derekhendrikz.com

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5. Marketing?
Sales??
CRM???
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6. We attract customers…
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Marketing

7. We acquire customers…
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Sales

8. We retain customers…
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CRM

9. The purpose of Customer Management is to
provide effective solutions and processes for the
establishment, evolution and maintenance of
relationships that will enhance the acquisition
and retention of customers with the ultimate
aim of ensuring organizational survival.
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10. Customer Management Objectives
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14. Customer Attraction
Marketing
CustomerAcquisition
Sales
Customer Retention
CRM
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15. 1. That analysis of the relationship between the customer
experience (relationship management) and profitability
(cost / quality / time) is the best way to understand
specific customer management.
2. That customer management objectives, customer
segmentation, market share analysis and budget
development are prerequisites commonly held by the
fields of marketing, sales and CRM, and that the
aforesaid cannot be done in isolation.
3. That the primary purpose of any marketing initiative will
be to ignite customer awareness, consideration and
action.
4. That the primary strategies of marketing will be
advertising, promotion and branding.
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16. 7. That the primary task of sales is to acquire
customers through negotiating a customer value
proposition.
8. That the primary task of CRM is to retain customers
via the establishment of interdependent
relationships and providing effective font desk
service.
9. That the majority of customer interaction takes
place at the front desk, thus the frontline produces
the bottom line.
10. That customer retention (farming) is less energy
intensive than customer acquisition (hunting).
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