Customer relationship management

Welcome Every One,[object Object],Teamwork Presentation,[object Object],Confused Group,[object Object]

Customer Relationship Management,[object Object]

Definition Of CRM:,[object Object],CRM is “the development and maintenance of mutually beneficiallong-termrelationships with strategically significant customers”,[object Object],(Definition by Buttle, 2000),[object Object],Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.,[object Object], (Definition by Wikipedia),[object Object],Define Customer Relation Ship Management,[object Object]

Understanding Customer Relationship Management (CRM)?,[object Object],CRM is a business philosophy based on upon individual customers ,[object Object],and customised products and services supported by open lines ,[object Object],of communication and feedback from the participating firms that ,[object Object],mutually benefit both buying and selling organisations.,[object Object],Understanding CRM,[object Object]

Determinants of CRM: ,[object Object],Determinants of CRM,[object Object]

Determinants of CRM: ,[object Object],In addition to Trust, and Value, Salespeople’s must:,[object Object],Understand customer needs and problems;,[object Object],Meet their commitments;,[object Object],Provide superior after sales support;,[object Object],Make sure that the customer is always told the truth; ,[object Object],Have a passionate interest in establishing and retaining a long-term relationship. ,[object Object],Determinants of CRM,[object Object]

Stages of CRM: ,[object Object],To seek a new business partner.,[object Object],Experience Accumulated Between Buyer and Seller.,[object Object],Stages of CRM,[object Object],Higher Degree of Commitment and reduce the social exchange.,[object Object],Characterised by the companies’ mutual importance to each other.,[object Object],The interaction between companies becomes institutionalized.,[object Object]

Complex,[object Object],Key-Account Relationship:,[object Object],Level of Involvement with Customer,[object Object],Synergetic KAM,[object Object],Partnership KAM,[object Object],Stages Key-Account Relationship,[object Object],Mid KAM,[object Object],Early KAM,[object Object],Simplex,[object Object],Pre KAM,[object Object],Collaborative,[object Object],Transitional,[object Object],Nature of Customer Relationship,[object Object],(Millman and Wilson, 1995),[object Object]

Functions of Customer Relationship:,[object Object],Function of CRM,[object Object]

The Role of Salespeople’s as Builders and Promoters:,[object Object],Salespeople By:,[object Object],Identifying potential customers and their needs;,[object Object],Approaching key decision makers in the buying firm;,[object Object],Negotiating and advancing dialogue and mutual trust;,[object Object],Coordinating the cooperation between the customers and ,[object Object],Heir company;,[object Object],Encouraging the inter-organisational learning process; ,[object Object],Contributing to constructive resolution of existing conflicts;,[object Object],Leading the customer relationship development team,[object Object],Role of Salespeople’s,[object Object]

The Evans and Luksin (1994) model for effective Relationship Marketing,[object Object],Model of CRM,[object Object]

Managing Customer Relationship,[object Object],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.,[object Object],Engage in strategic prospecting and qualifying;,[object Object],Gather and study pre-call information;,[object Object],Identify buying influences;,[object Object],Plan the initial sales call;,[object Object],Demonstrate an understanding of the customer’s needs;,[object Object],Identify opportunities to build a relationship;,[object Object],Illustrate the value of a relationship with the customer.,[object Object],Initiating the Relationship:,[object Object],Managing Customer Relationship,[object Object]

Managing Customer Relationship,[object Object],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.,[object Object],Select an appropriate offering;,[object Object],Customise the relationship;,[object Object],Link the solutions with the customer’s needs;,[object Object],Discuss customer concerns;,[object Object],Summarize the solution to confirm benefits; ,[object Object],Secure commitment.,[object Object],Developing the Relationship:,[object Object],Managing Customer Relationship,[object Object]

Qualifying prospects for relationship building,[object Object],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.,[object Object],Assess customer satisfaction;,[object Object],Take action to ensure satisfaction;,[object Object],Maintain open, two-way communication; and,[object Object],Work to add value and enhance mutual opportunities.,[object Object],Enhancing the Relationship:,[object Object],Managing Customer Relationship,[object Object]

Qualifying prospects for relationship building,[object Object],High,[object Object],Opportunities for adding building,[object Object],Managing Customer Relationship,[object Object],Low,[object Object],Potential profitability of customer,[object Object],High,[object Object],Low,[object Object]

Relationship Networks,[object Object],The ultimate outcome of a successful CRM strategy is the creation,[object Object],of a unique company asset known as a relationship network.,[object Object],The additional aspects of a global salesperson’s job are to:,[object Object],Manage customer value;,[object Object],Act as customer advocate;,[object Object],Enhance customer loyalty and build a “health” and profitable network of relationships.,[object Object],Managing Customer Relationship,[object Object]

THANK YOU,[object Object],By: Confused Groups,[object Object]

Customer relationship management

Customer relationship management

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Customer relationship management