Customer Relationship Management
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customer relationship management the tattoo effect
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Transcript of Customer Relationship Management
customer relationship management
the tattoo effect
“Retention is for wimps. We
measure the percentage of
customers
who have our name tattooed
on their body.”
(Harley Davidson Annual Report)
CRM is a philosophy that is supported and enhanced by technology
$11 Billion Industry - 2010 (Forrester Research)
traditional CRM models manage the sales cycle
finding customers
collecting information
experience enhancement
building long term relationship
CRM Pyramid
Customer
Product Offerings
Marketing, Sales, Support
Technology
are we information centric?
let the technology do the work...
⁻ website
⁻ online signup
⁻ sales force automation (SFA)
⁻ planning and tracking of marketing campaigns
let the technology do the work...
⁻ social media
⁻ analytics and measurements
⁻ evaluation and follow up
but... its not all about the technology...
what does this mean?
customers are more connected to each other than to your company
customer management should focus on....
value creation not cost reduction
effectiveness not efficiency
CRM should have revenue targets
how does the customer benefit from CRM?
“80% of executives believe
that their company delivers
outstanding value and a
superior customer experience.
Only 8% of their customers
agree”
(Bain and Company)
customer management and us?
“Customers who buy a product with problems but receive ‘world class’ customer
service while resolving the problem are more likely to repurchase from the company than customers who buy a perfect product
with no problems at all”Dr Jon Anton – e-Business Customer Service
thank you
craig stewart@stewartcraig
06/01/2010
notes
• Customer Relationship Management: Theory and Practice. J Todd Bennett. May 2009
• CRM: Dead or Dying. Paul Roemer. June 2009• What's hot in CRM Applications in 2009.
Gartner. June 2009• Customer Relationship Management. Wikipedia
(accessed Jan 2010).• Customer Relationship Management. Jerry
Helms. October 2009
