1. Welcome Every One
Teamwork Presentation
Confused Group

2. Customer Relationship Management
3. Team Members
4. Definition Of CRM:
CRM is the development and maintenance of mutually beneficiallong-termrelationships with strategically significant customers
(Definition by Buttle, 2000)
Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.
(Definition by Wikipedia)
Define Customer Relation Ship Management
5. Understanding Customer Relationship Management (CRM)?
CRM is a business philosophy based on upon individual customers
and customised products and services supported by open lines
of communication and feedback from the participating firms that
mutually benefit both buying and selling organisations.
Understanding CRM
6. Determinants of CRM:
Determinants of CRM
7. Determinants of CRM:
In addition to Trust, and Value, Salespeoples must:
Understand customer needs and problems;
Meet their commitments;
Provide superior after sales support;
Make sure that the customer is always told the truth;
Have a passionate interest in establishing and retaining a long-term relationship.
Determinants of CRM
8. Stages of CRM:
To seek a new business partner.
Experience Accumulated Between Buyer and Seller.
Stages of CRM
Higher Degree of Commitment and reduce the social exchange.
Characterised by the companies mutual importance to each other.
The interaction between companies becomes institutionalized.
9. Complex
Key-Account Relationship:
Level of Involvement with Customer
Synergetic KAM
Partnership KAM
Stages Key-Account Relationship
Mid KAM
Early KAM
Simplex
Pre KAM
Collaborative
Transitional
Nature of Customer Relationship
(Millman and Wilson, 1995)
10. Functions of Customer Relationship:
Function of CRM
11. The Role of Salespeoples as Builders and Promoters:
Salespeople By:
Identifying potential customers and their needs;
Approaching key decision makers in the buying firm;
Negotiating and advancing dialogue and mutual trust;
Coordinating the cooperation between the customers and
Heir company;
Encouraging the inter-organisational learning process;
Contributing to constructive resolution of existing conflicts;
Leading the customer relationship development team
Role of Salespeoples
12. The Evans and Luksin (1994) model for effective Relationship Marketing
Model of CRM
13. Managing Customer Relationship
The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.
Engage in strategic prospecting and qualifying;
Gather and study pre-call information;
Identify buying influences;
Plan the initial sales call;
Demonstrate an understanding of the customers needs;
Identify opportunities to build a relationship;
Illustrate the value of a relationship with the customer.
Initiating the Relationship:
Managing Customer Relationship
14. Managing Customer Relationship
The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.
Select an appropriate offering;
Customise the relationship;
Link the solutions with the customers needs;
Discuss customer concerns;
Summarize the solution to confirm benefits;
Secure commitment.
Developing the Relationship:
Managing Customer Relationship
15. Qualifying prospects for relationship building
The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.
Assess customer satisfaction;
Take action to ensure satisfaction;
Maintain open, two-way communication; and
Work to add value and enhance mutual opportunities.
Enhancing the Relationship:
Managing Customer Relationship
16. Qualifying prospects for relationship building
High
Opportunities for adding building
Managing Customer Relationship
Low
Potential profitability of customer
High
Low
17. Relationship Networks
The ultimate outcome of a successful CRM strategy is the creation
of a unique company asset known as a relationship network.
The additional aspects of a global salespersons job are to:
Manage customer value;
Act as customer advocate;
Enhance customer loyalty and build a health and profitable network of relationships.
Managing Customer Relationship
18. THANK YOU
By: Confused Groups