Professional Documents
Culture Documents
RELATIONSHIP
MANAGEMENT
CRM: Is It Right For Your Company?
Chapter 2 - The Case of Customer Relationship Management
Judith W. Kincaid
relationships consistently)
Intellectual Barriers (Unrealistic Expectations)
Wave Magic wand-Customer will be loyal
Software and consulting magic
Actual work for creation of loyalty abandoned
practices
long term, takes focus, effort and patience. Potential payback is huge
Impatience- measuring results on the first month or quarter and not
years
Loyalty- who is loyal and why? Most organization do not know
No experience on developing relationships
Belief in magic wand or one who can do it
Less than satisfactory results-give up
Customer-Centered Cultures
The company has an external point of view, making plans and
decisions based on anticipated impact on customer
Customer
Wants
Technology
and
Performance
Company
Focus
Product
(Inside out)
Customer
(Outside in)
infrastructure:
Dependencies built
Difficult to make changes
impossible
New technologies adopted by system
Older technologies are stuck
segments
Brand
Customer
Experience
Front Office
Functions
Back Office
Functions
Design &
Development
Product
Mfg
Product
Quality
Marketing
Sales
Customer
Service
Product
Support
To Which of Maslows
Needs Does This Ad Appeal?
To Which of Maslows
Needs Does This Ad Appeal?
Self-Actualization
100%
1-Company customer inventory
Increase retention by 5% to double the customer inventory in 14 years
2- loyal customers
Buy more
Cost less to serve
Less sensitive to price
Refer friends to your product/company/store
Wait and travel a distance to buy on your products
Prepared to buy a little inferior or equal quality product against
competitor
buying
Internet used for easy information
Loyalty plays its part, when customer ignores low price and little better
quality of competitor
Satisfied Customers
May not be loyal always
May shift to competitors products
Dissatisfied Customers
Are never loyal
terrorism)
For Loyalty you must work to delight (pleasant surprise) the
customer
interactions?
Time and cost saver
Helps in devising strategies and implementation faster
experiences to customers
The software tools that allow us to use that knowledge
The training and change management elements so our people and
organizations understand and are capable o delivering experiences that
build stronger relationships and increase loyalty