Post on 07-Aug-2018
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CUSTOMER
RELATIONSHIPMANAGEMENT
Session II
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Evolution
Advances in Technology – IntensiveCompetition – Growing Service Sector –Adoption of TQM
CRM Benets ! "ong term prota#ility$S%ewed prota#ility$ Mar%eting #enets$
Service #enets
&
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Evolution….
Contact'al ('nction )McGarry* +,-./s0
Berry )+,120 coined the term3Relationship Mar%eting/ – - strategies 4core
service* relationship c'stomi5ation* servicea'gmentation* relationship pricing andinternal mar%eting6
2
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Evolution…. (Schools)
7al'e Stream – C'stomer val'e #ased onservice mar%eting and 8'ality management
9ordic School – 9etwor%ing #etweenrms$ cross f'nctional mar%eting andservice 8'ality
Relational e:change Stream – B'yerseller relationship models
;
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So CRM is
Mar%eting on #asis of relationships
7iewing c'stomers as #'siness assets
<rgani5ing in terms of processes
Reactive to proactive 'se of Information
=eploying IT to ma:imi5e the Information
val'e Balancing the val'e trade!o>
=eveloping one!to!one mar%eting
-
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CRM Ele!ents
C'stomer ?nowledge
Relationship Strategy
Comm'nication
Individ'al 7al'e @roposition