Session CRM Overview

8/19/2019 Session CRM Overview

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Gopalan Narasimhan(GN)

[email protected] Ph 9845025586

mailto:[email protected]:[email protected]


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Gra,ing pproach♦ ssignm n!s 70<

♦ #lass Par!icipa!ion an, a!! n,anc 70<

♦ %i,=! rm >ui? an, En, 3 rm >ui? 70<

♦ 3 am Pr s n!a!ion 70<

♦ inal n,i+i,ual Pr s n!a!ion 70<

♦ En,=! rm Exam 50<

♦ 3 am Pr s n!a!ion—

#$% 3ool in N r as & #A m#$% nal !ics (#us!om r %ar1 !ing al s #hann l)— - s! Prac!ic s

♦ inal n,i+i,ual Pr s n!a!ion— BniCu Prac!ic a compan Em rging #$% !r n, DD


5/77

g n,a

♦ #us!om r— ho is !h #us!om r"— ha! is #us!om r # n!rici!

♦ #$%— ha! is #$%" = #onc p! an, ' * c!i+ s—

#us!om r Falu #onc p!— E+olu!ion an, Gro !h o #$%— !ra! gic #$%— #ompon n!s o #$%— 3 p s o #$%— ri+ rs or #$%— -usin ss - n /!s o #$%


6/77

ho is!h

#us!om r"


7/77

ho is 3h #us!om r

#an ou com !o asingl cons nsusans r"#an ou in! gra!an, r concil !hrol s r la!ionshipso ,iH r n! po! n!ial#us!om rs"


8/77

ho is !h #us!om r or our #ompan "

Pharma#ompan

• Pa!i n!"• Ph sician"• Iospi!al"• nsuranc#ompan "

• ruggis!"

%#G • #onsum r"

• $ !ail r"

3 lco • "

• "

- • "

• "

3 • "

• "


9/77

Pro,uc! or #us!om r or DD. ha!"

Pro,uc!# n!rici! "

#us!om r# n!rici! "


10/77

#us!om r or Pro,uc! # n!ric" 'r D."

♦ almar!♦ ppl

♦ -%

♦ 3 sco

♦ !ar uc1s

♦ ma?on

♦ Nor,s!rom

♦ Jappos

♦ $ lianc♦ lip1ar!

♦ # # -an1

♦ #oH a

♦ Googl

♦ amsung

♦ %icroso !


11/77

hich /rms ar #us!om r # n!ric"♦ almar!

— o s no! 1no an o i!s #us!om rs unli1 3 sco— No P— Bn, rs!an, cus!om rs in G n ric mann r an, no! in granular

a— Folum ocus— Pro,uc! c n!ric & xc ll n! a! op ra!ional Kci nc— nno+a!ion & can an, go

♦ ppl— %ar1 ! r s arch ocus— gm n!a!ion approach— Pro,uc! inno+a!ion—

%a*or ini!ia!i+ on LY# g G nius

♦ !ar uc1s— #us!om r c n!ric a! local l + l— No! across coun!ri s or ci!i s


12/77

3ru #us!om r # n!rici!

, n!i You (#us!om r) ll

Lno ou ll

Falu our $ la!ionship

3rus! , ,+is r

%a1 r comm n,a!ions !ha! ar righ!or ou

cross !h compan & cross s!or schann ls , par!m n!s D onlin an,oMin DDDD.

Go on, D.. 3o m ! our n ,san, , ligh! ou

-% 3 sco

almar!ppl!ar uc1sma?on

Nor,s!rom

Jappos$ lianclip1ar!# # -an1

#oH aGoogl

amsung%icroso !

r !h s compani s#us!om r # n!ric"

ppl !h ar,s!ic1s an,ch c1


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3rul #us!om r # n!ric"

♦ Nor,s!rom

Gr a! in #us!om r # n!rici!

-B3DDDD..


14/77

houl, go all ou!!o a #us!om r# n!ric irm"


15/77


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♦ l c! s ! o#us!om rs

♦ u!ur n ,s =

ong ! rmp rsp c!i+

♦ ligning

compan s


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♦ Io ,o ou r ar, aal s P rson"

♦ al s $ + nu OOO♦ N #us!om r acCuisi!ion

ocus o al s P rsons♦ #urr n! = u!ur "♦ hor! ! rm = ong ! rm"♦ >uo!a +s. # 3"♦ Falu +s. 3arg !s"♦ #los +s. $ la!ionship"


18/77

Sales Incentives♦ ong ! rm +alu cr a! ,

al sp rson

♦ !r ng!h ning an,, p ning !h$ la!ionships

♦ G !!ing N$ la!ionships i!h 3F

Challenges

♦ ci n!i/c %o, ls an,

ram or1♦ a!a♦ ai!h in p opl


19/77

i+ing in a #us!om r # n!ric orl,


20/77

L >u s!ions on #us!om r # n!rici!


21/77

# us!om r $ la!ionship %anag m n!Principl s #onc p!s an, ' * c!i+ s


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Agenda – Session 1

#$% #onc p! unc!ions an,' * c!i+ s

#us!om r Falu #onc p!

E+olu!ion an, Gro !h o #$%

!ra! gic #$%

#ompon n!s o #$%

3 p s o #$%

ri+ rs or #$%

-usin ss - n /!s o #$%


23/77

ha! is #$%


24/77

#$%

Pro/!a l #us!om r $ la!ionships+ lop an,%ain!ain

$ + nu Pro/!a ili! #= a!'p!imi? s

P opl

• #= ocus#ul!ur

-usin ss

Proc ss s• #=# n!ric

s! ms an,

3ools• #F #=

nsigh!n! rac!ion

BniCu #us!om r Exp ri nc #us!om ro al!Ena l #us!om r ucc ss

%aximi? #us!om r 3F all ! har


25/77

#$% omain♦ %ar1 !ing

♦ al s orc %anag m n!

♦ #us!om r r+ic an, uppor!

♦ #us!om r $ la!ionships

♦ #us!om r Exp ri nc an, Expr ssion

#$%0al sGorc .com


26/77

#$% omain♦ %ar1 !ing

♦ al s orc %anag m n!

♦ #us!om r r+ic an, uppor!

♦ #us!om r $ la!ionships

♦ #us!om r Exp ri nc an, Expr ssion

#$%0al sGorc .com


27/77

#$% unc!ions

♦ Proc ss u!oma!ion & al s %ar1 !ing an, #

♦ ncr asing Kci nc an, H c!i+ n ss in al s %ar1 !ingan, #

♦ #us!om r nsigh! n! llig nc

♦ #us!om r pro/ling s gm n!ing !arg !ing P rsonali?ingcampaigns an, #

♦ %anaging #us!om r $ la!ionships across mul!ipl chann ls

♦Pr s n!ing singl ac or organi?a!ion !o #us!om rs

♦ #us!om r Exp ri nc %anag m n!


28/77

#$% ' * c!i+ s

♦ Expan, #us!om r -as

♦ mpro+ , #us!om r $ la!ionships an, #= a! !hru , p n ,#=$ la!ionships

— mpro+ , #us!om r 3F

♦ , n!i ing pro/!a l an, unpro/!a l cus!om rs

♦ $ ,ucing cos! !o s r+ cus!om rs


29/77

ha! is #$%

♦ ha! is #$%"— o ! ar " 3 chnolog " -usin ss ar a or prac!ic "

♦ #$% s!ar!s i!h #us!om r

♦ #$% is a -usin ss !ra! g & #us!om r is !h # n!r o !h-usin ss En! rpris

♦ -usin ss Proc ss s !o c n!r aroun, acCuiring nur!uring an,n /!!ing cus!om r r la!ionships & o+ r a long p rio,

♦ #us!om r s!ra! g aim , !o incr as #us!om r lo al! an,

compan /nanc s o+ r !im♦ lignm n! o p opl usin ss proc ss s an, s s! ms


30/77

ha! is #$%

♦ %anag m n! o mu!uall n /cial r la!ionships rom !hs ll r s p rsp c!i+

♦ 3h proc ss !ha! i, n!i/ s cus!om rs cr a! s cus!om r1no l ,g uil,s cus!om r r la!ionships an, shap scus!om rs p rc p!ions o !h /rm an, i!s pro,uc!s solu!ions


31/77

ha! is #$%

♦ compr h nsi+ s!ra! g an, proc ss o acCuiringr !aining an, par!n ring i!h s l c!i+ cus!om rs !o cr a!sup rior +alu or !h compan an, !h cus!om r

♦ #$% aligns usin ss proc ss s i!h cus!om r s!ra! gi s !ouil, cus!om r lo al! an, incr as pro/!s o+ r !im

♦ #$% allo s compani s !o ga!h r cus!om r ,a!a s i !li, n!i !h mos! +alua l cus!om rs o+ r !im an, incr ascus!om r lo al! pro+i,ing cus!omi? , pro,uc!s an,s r+ic s

♦ s s! ma!ic proc ss !o manag cus!om r r la!ionshipini!ia!ion main! nanc an, ! rmina!ion across all cus!om r

con!ac! poin!s in or, r !o maximi? !h +alu o !hr la!ionship por! olio


32/77

ha! is #$%

♦ ll a ou! Lno ing #us!om rs— Ga!h ring an, nal ?ing in orma!ion an, c!ing as , on !h

anal sis— 3o maximi? !h #us!om r i !im +alu !o !h compan

♦ 'n =on='n $ la!ionship

♦ n! rac!ion proc ss an, no! !ransac!ions

♦ $ la!ionship c n!ric an, no! !ransac!ion c n!ric nor pro,uc!or sal c n!ric approach

♦Falu a,, , ac!i+i! !hru mu!ual in! r=, p n, nc

♦ #olla ora!i+ approach

♦ ong ! rm approach


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ho n ,s #$%"


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#$% Falu -usin ss omain

#us!om r N ,s

Bni orm Iighl

# u s ! o m r F a

l u a

! i o n s

B n

i G o r m

I i g h l .

5 i H r n

! i a !

,

• irlin s• Pac1ag ,Goo,s%ar1 !

• Pharmaci s• 3 s! ms

• Gas s!a!ions • -oo1s!or s

ourc.7!o7.com


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ho can us #$%

♦ incos an, 3 lcos— Ga!h r hug cus!om r ,a!a

♦ -2- & - !! r pro,uc!i+i! 'p ra!ionsl Kci nc #%

♦ ho n /!s l ssD— o 3F o #us!om r— -usin ss i!h hug churn an, lo lo al!— oca!ion cri!ical usin ss— #us!om rs no! in con!ac! i!h mar1 !ing usin ss


36/77

#$% Fision an, !ra! g

#us!om r ECui! #us!om r Faluan,#us!om r Exp ri nc


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#$% Fision

♦ #ompan #ul!ur N #ompan P rsonali! & in #us!om rocus

♦ Emplo s & ha! !o , li+ r !o cus!om rs

♦ #us!om rs = ha! !o xp c! rom a compan

♦ Fision mo!i+a! s s!aH 1 ps !h ocus across all !horgani?a!ional ac!i+i!i s

#$% Fi i


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#$% Fision#ompan #ul!ur N #ompan P rsonali!♦ ma?on s +ision is !o ar!h s mos! cus!om r c n!ric compan Q !o

uil, a plac h r p opl can com !o /n, an, ,isco+ r an !hing!h migh! an! !o u onlin .

♦ ac oo1 s mission is !o gi+ p opl !h po r !o shar an, ma1!h orl, mor op n an, conn c! ,.

♦ %icroso ! Fision !a! m n! #r a! xp ri nc s !ha! com in !hmagic o so ! ar i!h !h po r o n! rn ! s r+ic s across a orl,o , +ic s.

♦ 3o o!a Fision !a! m n! 3o sus!ain pro/!a l gro !h pro+i,ing !hs! cus!om r xp ri nc an, , al r suppor!.

♦ Proc!or R Gam l (PRG) Fision !a! m n! 3o pro+i, ran, ,

pro,uc!s an, s r+ic s o sup rior Cuali! an, +alu !ha! impro+ !hli+ s o !h orl, s consum rs

♦ ppl Fision !a! m n! ppl is commi!! , !o ringing !h s!p rsonal compu!ing xp ri nc !o s!u, n!s ,uca!ors cr a!i+pro ssionals an, consum rs aroun, !h orl, !hrough i!s inno+a!i+har, ar so ! ar an, n! rn ! oH rings.


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Jappos L ps li+ ring Iappin ss

♦ S'n an gi+ n ,a T5 p rc n! o our or, rs ar rom r p a!cus!om rs so Ur no! as , p n, n! on mar1 !ing an,!r ing !o g ! n cus!om rs V

♦ S'ur hol philosoph is !o !a1 mos! o ha! oul, ha+sp n! on pai, a,+ r!ising or pai, mar1 !ing an, in+ s! i!ins! a, in cus!om r s r+ic . 3h n l ! our cus!om rs ,o!h mar1 !ing or us !hrough or, o mou!h.S

Jappos #E' 3on Isi h.


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#us!om r !ra! g

♦ %ar1 !ing +olu!ion— Pro,uc! # n!ric al s # n!ric

#us!om r c n!ric

♦ #us!om r c n!rici!— #us!om r ocus gm n!a!ion

3arg ! mar1 !ing $ la!ionshipmar1 !ing

♦ #us!om r s!ra! g , /n shich #us!om rs !o /n, an,

1 p

♦ -usin ss prac!ic s (pro,uc!smar1 !ing an, s r+ic s) aroun,#us!om r s gm n!s


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#us!om r ECui!

♦ #us!om r ECui!—

Falu ECui! & #us!om r s p rc p!ion o +alu o pro,uc! & pric Cuali!con+ ni nc asp c!s

— -ran, ECui! & mag asp c!s— $ la!ionship ECui! & #us!om r s p rc p!ion o !h r la!ionship i!h !h

#ompan

♦ #us!om r a!is ac!ion #us!om r o al! #us!om r ucc ss

♦ #us!om r Exp ri nc

♦ #us!om r i !im Falu

♦ 'p!imi?ing #us!om r Exp ri nc—

3angi l Pro,uc!s 4Ps— r+ic s oH r ,— Falu proposi!ion— n! rac!ions— mag an, p rc p!ions


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#us!om r ECui!

♦ #us!om r Falu— Pr s n! Falu u!ur Falu— $ + nu Pro/!s an, %argins— !ra! gic +alu o r la!ionship— $ rrals $ comm n,a!ions

♦ #us!om r Falu Proposi!ion (#FP)— ha! !h #us!om rs +alu— ha! !h compan sa s i! oH rs !o i!s #us!om rs— ha! !h #ompan ac!uall oH rs !o i!s #us!om rs


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#us!om r Falu

♦ #os! o cCuisi!ion o a N #us!om r +s. #os! o $ ! n!iono an Exis!ing #us!om r

♦ #os! o N -usin ss +s. #os! o $ p a! -usin ss

♦ #us!om r o al!— s !h #us!om r sa!is/ ," P r ormanc +s. Exp c!a!ions— s !h #us!om r li1 l !o u !o u rom !h #ompan in u!ur "— s !h #us!om r illing !o r comm n, !h #ompan !o o!h r

#us!om rs Prosp c!s"%ar1 ! har

%ar1 ! har +s. all ! shar


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E+olu!ion an, Gro !ho#$%

$


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E+olu!ion o #$%

♦ 3ransac!ion c n!ric mar1 !ing !o #us!om r r la!ionshipc n!ric mar1 !ing

♦ lling !o $ la!ionship

♦ hor! ! rm !o ong ! rm

♦ Pro,uc! c n!ric approach !o #us!om r c n!ric approach


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ourc.m rc rlal.com

E$P an #$% n! gra!ion


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E$P an, #$% n! gra!ion

#$% E l !i


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#$% E+olu!ion

♦ irs! G n— # Q unc!ional approachQ 'p ra!ional Kci nc Proc ss

au!oma!ion

♦ con, G n— #us!om r acing ron! n, approachQ :60 , gr cus!om r +i

o all ac!i+i!i s (pr =sal s sal s pos!=sal s)

♦ 3hir, G n— n! gra! , pproach ( o ron! oKc s s! ms an, n, i!h ac1

n, s s! ms)


52/77

!ra! gic #$%

an, o!h r 3 p s o #$%

E ! i i ! ! i #$%


53/77

En! rpris = i, !ra! gic #$%

#$% =unc!ionalor'p ra!ional + l

#$% a!#us!om r

acing+ l

#$% &

En! rpris= i,

! ! i #$% # !


54/77

!ra! gic #$% = #ompon n!s

#ompan s#us!om r+ision an,

ocus

#ompan =i,

#us!om rocus

(#ompan!aH)

-usin ssPrac!ic s

an,Proc ss salignm n!

an,in! gra!ion

!o m !#us!om r

n ,s

s! msan,

3 chnologalignm n!

an,in! gra!ion

n! gra! ,approach !o

#$%mpl m n!a!ion &

s! msP opl an,Proc ss s

3 p s o #$%


55/77

3 p s o #$%

!ra! gic #$%

En! rpris #$%

nal !ical #$%

'p ra!ional #$%

unc!ional #$%

c#$% m#$% P$% $%

ocial #$%

' !i l #$% l !i l #$%

http://www.mercerlal.com/


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'p ra!ional #$% an, nal !ical #$%

♦ 'p ra!ional #$%—

Proc ss au!oma!ion r la! , !o #us!om r in! r acing unc!ionsli1 ron! oKc sal s s r+ic an, mar1 !ing r pr s n!a!i+ .

— #us!om r in! rac!ions ar cap!ur , in s s! m !o na l asacc ss

♦ nal !ical #$%— nal sis o #us!om r a!a or , cision ma1ing op!imi?ing

mar1 !ing H c!i+ n ss cus!om r r ! n!ion ha+ioral anal sis


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h #$%s! m"

h r o ou 1 p our #on!ac! a!a"


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h r ,o ou 1 p our #on!ac! ,a!a"

♦ Phon oo1

♦ $olo, x

♦ Phon

♦ ap!op P#— % 'u!loo1 Googl Exc l !c.

♦ % 'u!loo1 or Googl or D. & con!ac!s mailsappoin!m n!s #al n,ar !as1s D

h #$%


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h #$%

♦ 3hin1 o our -usin ss Proc ss

♦ %a or ma no! au!oma! ,— Io prosp c!s ar alloca! , !o sal s r ps"— %1!g ac!i+i!i s !o g n ra! l a,s or con+ r! l a,s in!o cus!om rs

+i :60


61/77

gr

ourc.sourc ,g .com

ourc.1 conc p!s.com.

au

#us!om r !ag o $ la!ionship


62/77

#us!om r !ag o $ la!ionship

usp c!

a,

Prosp c!

>uali/ ,prosp c!

>uo!

'r, r

r+ic

$ purchas


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#$% #ompon n!s


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ucc ss ul #$% plo m n!


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ucc ss ul #$% plo m n!

♦ /n our #us!om rs

♦ + lop #us!om r !ra! gi s

♦ l c! a sui!a l #$%

♦ % asur #$% n /!s

♦ lign usin ss prac!ic s i!h s s! m

♦ %anag chang

♦ P opl & s s! m & proc ss lignm n!


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ourc IP

http://www.keyconcepts.com.au/http://www.keyconcepts.com.au/http://www.sourceedge.com/


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#$% ri+ rs

-usin ss ri+ rs


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usin ss ri+ rs

#us!om r, man,s an,gro ing #us!om r

,i+ rsi! & Faluconsciousn ss

n!ol ranc orlo s r+ic l + ls

cr as in

lo al! mul!i=!as1ing (!imscarci! )

#omp !i!ionmargin pr ssur

Iigh cos! oacCuiring n

#us!om rs

3 chnologap!i!u, an,

n orma!iona+aila ili!

n! rn ! 3 chnolog

ocial N ! or1s

#ommunica!ionchann ls

#onsum r - ha+ior

3im shi !ing

Plac shi !ing

hi ! is Iapp ningW


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hi ! is Iapp ningW

♦ 3F n! rn !

♦ imi! , in o n orma!ion , mocrac

♦ n o on a Xo +i $ +i s comm n!s ran1ing ra!ing

♦ #on!rol rom #ompan #us!om r

♦ ingl chann l %ul!ipl chann ls

♦ Passi+ cus!om rs c!i+ cus!om rs

♦ ix , !im 3im shi !ing

♦ ix , Plac Plac shi !ing

♦ 'paCu n ss 3ranspar nc an, au!h n!ici!

♦ is! n !o #us!om r Engag an, cocr a! colla ora!


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#$% Falu ri+ rs

an,- n /!s

#$% - n /!s


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#$% n /!s

♦ mpro+ , a ili! !o !arg ! +alua l #us!om rs

♦ n! gra! , oH ring across chann ls

♦ mpro+ , sal s orc Kci nc an, H c!i+ n ss

♦ n,i+i,uali? , mar1 !ing m ssag s

♦ #us!omi? , pro,uc!s an, s r+ic s

♦ mpro+ , #us!om r s r+ic Kci nc an, H c!i+ n ss

#$% - n /!s


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#$% n /!s

'p ra!ionalEKci nc• Iigh r

pro,uc!i+i!an, Kci nc

#us!om r• mpro+ ,

s r+ic, li+ r

• #us!om r

o al!#us!om r$ ! n!ion

• #us!om rsa!is ac!ion

inancial•

Pro/!a ili!• #ross s ll Bp s ll

• $ + nuGro !h


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#$% ssignm n! 7#$% 707

ssignm n! 7 & #$% 707


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ssignm n! 7 & #$% 707

Who is the Customer?With the example of one or two Customer centric rms, explainthe wa the rm has de ned the Customer and what strategiesthe adopt to !e trul Customer centric"

Contents

#ame of the $irm

Customer %e nition for the $irm

Customer Centricit Strategies

Challenges $aced and how the overcome these challenges

$ile #aming standard #$%= 7=% Nam = ,No.pp!

ssignm n! 2


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ssignm n! 2

Customer &xperience

'ist and explain with two examples of companies thatfocus on innovative wa s to delight the Customers andcreate memora!le Customer experiences"

$ile #aming standard #$%= 2=% Nam = ,No.pp!

3han1 YouW


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Session CRM Overview

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Transcript of Session CRM Overview