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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