A customer-centric approach can addvalue to a company by differentiatingthemselves from competitors who do notoffer the same
long-term, mutually valuablerelationship (Marketing Teacher, 2011)economists introduced the concept ofvalue maximization, whereby a firmmaximizes profits and customersmaximizes utilization. relates to strategy, the management ofthe dual creation of value
one of the key components of CRM is agood measurement process (acquisition,retention, customer migration, customerlifetime valueAn underlying premise of CRM is thatcustomers have different needs, and thusthe firm should treat them differently.
See the big picture…how customer fits into it ! When employees act as business owners, they become aware of customer changing needs, changes in types of customers and the internal workings of the organization
!Establish an authentic human connection with each customer Understand the basic needs: Help, respect, comfort, empathy, satisfaction, support and friendly face
!Render timely, accurate, and thorough service Be aware of timing requirements; a. the time the customer approaches the service area b. Transactions need to be completed at an expected time of the customer c. Special requests should be handles with care and client must be notifies of the reason of the delay d. Follow-up to meet expectations of the customer,
! Value and respond to unique customer needs. Stop talking Avoid distractions Concentrate on what the person is saying Provide feedback to the senderWe have an approach that relateseconomics to human values.—Peter F. Drucker, The DailyDrucker
!To extend a hand to repair and strenghten relationships with customerswho are upset or angry. They are difficult to handle because: They are tired or frustrated. They are confused and overwhelmed. They are defending their ego and self-esteem. They have never been in similar situation before. They feel ignored. Nobody has listened to them. They don’t speak and understand the language as well. They have been treated poorly in similar circumstances in the past. They are in bad mood and take it on you. They are in a hurry or have waited an extended period of time for service.
Goal is to not only meet… but to exceed their expectations.
Face-to-face communication is therichest medium because you can see and respond to others instantly. use nonverbal communication like smiling. use your own natural speaking style. 31
American Marketing Association, (2005). “A Customer Relationship ManagementRoadmap : What is Known, Potential Pitfalls and Where To Go,” Journal of Marketingvol.69 (October) pp. 155-166.Payne, Adrian and Pennie Frow (2005), “A Strategic Framework for CustomerRelationship Management,” Journal of Marketing,69 (October), 167–76.Craig, Bailey, (2005). Becoming Customer Centric. Leader ValuesRuss-Eft, Darlene. (2004) Customer Service Compeptencies : a Global Look.Routledge : Human Resource Development International.Martin, William B. (2001). Quality Customer Service : How to Win with thecustomerPearce, Craig. (2010) The Drucker Difference : What the World’s ManagementThinker Means to Today’s Leaders. New York : McGRaw Hill