Chapter 1, KCRM
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Transcript of Chapter 1, KCRM
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KCRMBy
Ken BurnettChapter 1
BY
Kingkortabbyabemuro
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What's In?Why KCRM?How KCRM can Help?KCRM? Or No to KCRM?How KCRM affect sales?KCRM & HRMKCRM in 11 steps for Dummies
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Why KCRM is the BUZZ!!?Glut economyTechnological InnovationQuality Seeking CustomersShorter PLCDynamic Market place & Organization
CultureChanged Channel of Distribution
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Every Customer is a Market SegmentCustomization? Customerization?
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Companies Should Focus……..They can demonstrate distinctive competenceThey can create sustainable competitive
advantage
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A Market Segment must be…..MeasurableSubstantialAccessibleDifferentiableActionable
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To Ensure Success, A Company must …….Identify, analyze, & select right market
segment.Creating relevant product and services.Focusing sales activities on Key Customers
within the target segment.
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But beware of……..Poor Communication both internal & externalInadequate channels to collect feedbackTop-Down Planning Approach
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KCRM in Your CompanyWhat can it do for you?
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KCRM can……..Help to respond to a customer driven
environmentTo maximize the return on investmentIn any business, financial performance
depends on creating capturable customer value (CCV) as efficiently as possible.
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KCRM can……..(cont.)
Distribution of Added Value0
500
1000
1500
2000
2500$2280
$1824$1708
$116
CCVActual Value CapturedStakeholder's ShareShareholder's Share
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Customer Benefit Value = $10000
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KCRM Helps in KCRM helps an organization in addressing
operational problems, to help the management of older businesses, phasing out the weaker ones, or building a new SBU and it also helps to be the market leader through risk management, competition control and obviously by offering more value to the customers.
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KCRM…..Yes or No?
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KCRM is For you if……………KCRM is more relevant to the business where:
Few Customers dominating market demand. Significant economies of scale.
Ex: GP vs. TELETALK. Product service differentiation
Ex: Customized Software Decision making unit is complex.
Ex: Industrial Buying Competition is intense
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KCRM might be Harmful if…………Market is highly fragmented with few dominant
customers. Ex: daily necessary goods.
Little product differentiation. Ex: Petrol
The product is not technically or financially significant.Ex: Daily Soap
Economies of scale is low.If the firm enjoy monopoly.
Ex: Central Bank.
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Pitfalls of KCRMThe increased dependence on relatively few
customers. Ex: Cement industry.
Pressure on Profit Margins if Key Customers abuse this preferred
customer status. Dealing with more professional buyers.Prospective customers may be neglected in
this process.Ex: Jewelers.
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Resources NeededWhat we need?
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KCRM & ResourcesFor the Customer For the Supplier
Continuity and Stability of Supply Lower Production Cost
Lower Unit Cost Lower Unit Cost
Technical Developments Greater Business Stability
Better Market & Product Opportunity Identification
Plan Achievement of Goals
Well Defined line of Communication Product Development
Joint Research Funding Image Enhancement
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How does KCRM affect the sales functionProspectingProductOrganizationProfileStyle
ResponsibilityAuthorityCultureCompetitionTargets
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KCRM & HRMaking HR Ready to Face KCRM
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Skill Requirements of the KEY Customer ManagerUnderstanding How it worksAbility to counsel, advice and influenceAbility to identify key result areasAbility to plan & allocate resourceAbility to negotiateAbility to lead a multidisciplinary team
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Customer manager’s contribution to the CompanyMarketing intelligenceCustomer knowledgeCreative ideasAppreciations
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KCRM for DummiesHow to apply KCRM
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Implement KCRMUnderstand Corporate ObjectivesGenerate PlansPrioritizeAgree Upon PlansOrganize resources neededGet commitments from Top MgtDevelop detailed PlansSet up a profitability measurement systemIntroduce KC infosysIntroduce KC satisfaction measurement SysFind mutual stability & GAIN!!!
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At a Glance…………..KCRM Helps But Not Everywhere, Every case
and Every TimeIt is needed to be implemented to achieve
profitabilityThe Company must have some HR
capabilitiesIt also needs to follow some steps.
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The End
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