Implementing customer Relationship Management strategy

Implementing customer
Service excellence Strategy

Copyright © 2012 1
www.gabriellubale.com

Objectives

• Explain Strategic Management and Planning
Process.
• Describe the application of OPI in Customer Care
Service.
• Define CRM.
• Appreciate Leadership Through Customer
excellence.
• Formulate Strategies for Customer Retention.
• Setting Customer Service Standards.
• Engaging Employees in Customer Care Service.

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Introduction Generic
Strategic Management

Strategic implementation is one
of the four phases of Strategic
Planning Process. There other
three are:
•Strategic Analysis,
•Strategic Formulation and
•Monitoring and Evaluation.

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Introduction Generic Strategic
Management .. Cont.

Strategic implementation phase
marks the transformation process or
put differently the change
management. To effectively bring
about the change desired state one
has to effectively plan or else
nothing will happen. To accomplish
this the following areas need to
addressed. 1. Organizational
leadership 2. Organizational Culture
and 3. Organizational Systems.
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Management .. Cont.

• Strategic implementation involves
putting the strategy into action and
for it to be effective for following
pillars must be in place: 1.
organization structure – which maps
out the responsibilities and
authorities, 2. Human Resource – the
people to carry out the strategy, 3.
Project management techniques and
4. leadership and management style
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Management .. Cont.

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Management .. Cont.

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Management .. Cont.

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Introduction – Tailor-made

Customer Orientation and Marketing is one
of the seven areas to work on when
implementing Organizational Performance
Index (OPI). The other 6 (six) areas (global
determinants) are: Leadership and
Management, HR Focus, Financial
Management, Innovation and Technology,
Corporate Social Responsibility and
Environmental Focus, and Productivity and
Quality.

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Introduction – Tailor-made … contd

OPI was commissioned by Kenya Institute of
Management (KIM). OPI is an excellence model that
rates organisations on a scale of 1-10 according to
their performance and competitiveness. The OPI
rating is determined following a rigorous internal
and external assessment process. The
organization’s processes are assessed and
combined with its business results using a weighted
formula to determine the scores for a set of global
determinants and sectoral indicators, which when
combined, define the OPI.

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Definition - CRM

This is a widely implemented model for managing a
company’s interactions with customers, clients, and sales
prospects. It involves using technology to organize,
automate, and synchronize business processes—
principally sales activities, but also those for marketing,
customer service and technical support. The overall goals
are to find, attract, and win new clients; nurture and
retain those the company already has; entice former
clients back into the fold; and reduce the costs of
marketing and client service. Customer relationship
management describes a company-wide business
strategy including customer-interface departments as
well as other departments. Measuring and valuing
customer relationships is critical to implementing this
strategy.

Definition - CRM

This is all about managing the relationships you have with
your customers. CRM combines business processes,
people, and technology to achieve this single goal: getting
and keeping customers. It's an overall strategy to help
you learn more about their behavior so you can develop
stronger, lasting relationships that will benefit both of
you. It’s very hard to run a successful business without a
strong focus on CRM, as well as adding elements of social
media and making the transition to a social enterprise to
connect with customers in new ways.
Successful CRM involves many different areas of your
company, starting with sales and extending to other
customer-facing areas like marketing and customer
service many IT firm offer technology solutions for all
those areas .

The Process Map of CRM


Building
the
Setting
Solution
Goals

Defining
Process



Application CRM

Customer Excellence: Putting
the customer at the heart of
everything we do.

―Proud to serve‖



Application CRM … contd

Customer service strategy Strategy Equality framework
themes
1. Understanding our customers Know our community and
understand its needs
2. Connecting with our customers Engage with the community and
improve satisfaction
3. Serving our customers Responsive services and customer
care
Exemplary employer of a modern
and diverse workforce
4. Being the champion for our Provide strong leadership,
customers partnership and organizational
commitment


Application CRM - Customer Service
Framework



Application CRM - Customer Service
Strategy Linkage with other core
strategies



Application CRM - Employee Engagement
Role and Job Description for Job Description for
Customer Care Specialist Customer Care Specialist
• Role: Administration, • JD3: To be available to
Customer Service, assist the clients with any
Engineering, Finance etc issues they might have. A
• JD 1: To build and maintain professional attitude is the
relationships with our key for this role.
clients in order to promote • JD4: The ideal candidate
our products and services. must have strong
• JD2: To train our clients on interpersonal skills, must
the use of our online have an outgoing and
services, audit their engaging personality and
satisfaction as well as must be very customer
motivate the repeat usage focused.
of our products and
services.


Application CRM - Employee
Engagement

Qualifications for Customer Care Specialist

• Excellent communication skills in English, both
written and verbal.
• Ability to build and maintain good relationships with
clients.
• Ability to train customers.
• Strong work ethics.
• Must be customer focused and Internet literate.
• Any past customer service experience is an
advantage.


Conclusion
Benefits Challenges
• Quality and • Lack of senior
efficiency. management
• Decrease in support.
overall costs. • Sabotage by the
• Increase Lower level
Profitability. employees
• Complexity.
• Poor usability.
• Fragmentation. 20
Copyright © 2012

Implementing customer Relationship Management strategy

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