CRM

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CRM

  1. 1. Francis Stevens George; GhanaCUSTOMER RELATIONSHIPMANAGEMENTCRM
  2. 2. WHAT IS CRM The use of Technology to manage a firms relationship with their customers Francis Stevens George; Ghana
  3. 3. CRM BY OTHER NAMES Permission Marketing One-to-one Marketing Francis Stevens George; Ghana Customer Intimacy Communities of Commerce
  4. 4. THE BASIC RELATIONSHIP  RELATIONSHIP TYPES INVOLVEMENT Francis Stevens George; Ghana Communal  Product Type Relationships  Frequency of purchase Exchange  Consumer Type Relationships  Decision Process
  5. 5. UNDERSTANDING THE VALUE OF CRM Increases Profitability Costs of serving existing customers are lower Francis Stevens George; Ghana Existing customers are willing to pay higher prices Create value that exceeds the costs of services delivered Long Term Perspective
  6. 6. Francis Stevens George; GhanaCUSTOMERS RELATIONSMANAGEMENTHow to create a Plan to interact with Customers
  7. 7. THE START Two way  Low interactivity, low communication individualization process. Francis Stevens George; Ghana  Low individualization, Interactivity high interactivity Individualization  High individualization, low interactivity
  8. 8. THE MODEL Awareness  Awareness -Easy to remember name, domain name Exploration -Consistency between mother brand and internet brand Francis Stevens George; Ghana Commitment -Collateral Marketing  Exploration Dissolution -Functional Features -Relationship Norms  Commitment -Customer Customisation -Willingness to register -Consistent  Dissolution -User Friendly Interface -Easy navigation
  9. 9. WHAT ARE THE CHALLENGES OFIMPLEMENTING CRM Hard to ”feel” human behaviour on the net Hard to measure or gauge motivation Francis Stevens George; Ghana People may simply give wrong data
  10. 10. WRAP UP CRM is about a building trust between you and your customer Francis Stevens George; Ghana Its a long term proposition Remember, not everyone wants a relationship

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