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CUSTOMER

RELATIONSHIPMANAGEMENT

Session IV

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Reason to adopt CRMStrategy

 Rising Customer Expectations

 Afordable Technological Advances

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CRM Strategy

Operational Excellence – ProductLeadership – Customer ntimac!

Context –

 nternal

 External

"

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Reations"ipOrientation

 &ission

 Culture

 #tructure People

 Communication ' n$ormation

 #!stems

(

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C$sto!isation 4iferent $orms o$ customisation

 Customer share replacing mar1et share

 5uilding 6 customer at a time Adversarial – Collaborative

 4iferentiating customers7 not products

  Lasting value o$ customers7 not

products

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C$sto!er %o&$s

 The diferent stages o$ Coordination

 Cooperation

 Capabilit!

Connection

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Prod$&t to C$sto!erCentri&

  ssues – structure7 culture7 processes7

:nancial metrics

  The path – leadership commitment/

organi*ational realignment/ s!stems '

process support/ revised metrics/

continuous improvement

;

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C$sto!er Centri&ity

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