2. Introduction
Changes in customer expectations can be
identified throughout the world. CRM
strategies have become increasingly
important worldwide due to these changes
in expectations from customers as well as
changes in the nature of markets.
Customer Relationship Management
(CRM) is a managerial philosophy that
seeks to build long term relationships with
customers.
3. Meaning
This is a process of managing detailed
information about individual customers and
carefully managing all the “touch points” to
maximize customer loyalty.
Touch Points are the time of direct contact
with customer.
4. Four-step framework
Don Peppers and Martha Rogers outline
four-step framework that can be adapted in
CRM marketing :
Identify your prospects and customers
Interact with individual customer to know about
individual needs
Differentiate customers as per their needs and
their value to your company
Customize products, services and messages to
each customer
5. Increasing the value of your
company’s customers base
Reducing the rate of customer
defection
Increasing the life of customer
relationship
Enhancing the growth potential of
each customer through “share of
wallet,” cross-selling, and up-selling.
Making low profit customers more
profitable
6. Attracting, Retaining, and
Growing Customers
Search for new customers.
Identify actual prospects.
Retain the customers
Emphasis on customer after sales
Complaints and suggestion.
7. How to handle customers
complaints
Set up 7 day, 24 hour toll-free “hotline” (by
phone, fax, or e-mail)
Revert back as quickly as possible.
Empathy, Sympathy and apologize
Resolve the complaint swiftly.
11. Examples
Apple
Apple encourages owners of its computers
to form local Apple-user groups which
keeps a contact with management of the
company so that it may help them in
correcting the faults. By 2009 there were
more then 600 groups.
12. Examples
Harley-Davidson
The world famous motorcycle company
sponsors the Harley Owners Group (HOG),
which now numbers 650,000 members.
The first time buyer of the bike gets
benefits like free one year membership of a
magazine (Hog tales), a touring handbook,
emergency road service, insurance
program, discount on hotel rates etc.