Saturday, September 19, 2015

Chapter 11 : Building a Customer-centric Organization Customer Relationship Management

Customer Relationship Management :
=> CRM is a means of managing all aspects of a customer's relationship with an organization to increase customer loyalty retention and an organization's profitability.   
=> To guarantee that every customer has a highly satisfying online buying experience, the company asks the dealers to agree to a number of standards including :
1. checking online orders twice daily.
2. shipping online orders within 24 hours.
3. responding to customer inquiries within 24 hours.

The Benefits of CRM :
=> Allows a company to operate more efficiently and effectively in the area of supporting customer needs.
=>CRM moves far beyond technology by identifying customer needs and designing specific marketing campaigns tailored to each.
=> The firm can analyze it to identify patterns and create marketing campaigns and sales promotions for different customer segments.

Operational and Analytical CRM :
Operational CRM - supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers.
Analytical CRM - supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.

The Ugly Side of CRM : Why CRM Matters More Now Than Ever Before :
=> CRM is critical to business success.
=> CRM can acquire enterprisewide knowledge about customers and improve the business processes that deliver value to an organization's customers, suppliers, and employees.

No comments:

Post a Comment