1 / 12

Customer Relationship Management

Customer Relationship Management. The Best Product. Product Leadership. Operational Excellence. Customer Intimacy. The Best Total Cost. The Best Total Solution. Understanding the Landscape. Value Discipline Model. Understanding the Landscape. Value Discipline Model

xannon
Download Presentation

Customer Relationship Management

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Customer Relationship Management

  2. The Best Product Product Leadership Operational Excellence Customer Intimacy The Best Total Cost The Best Total Solution Understanding the Landscape Value Discipline Model

  3. Understanding the Landscape Value Discipline Model Operational excellence • The best total cost = Product quality+ best price+ best purchasing experience Product leadership • The best product = Focusing investment and energy in to developing the newest and most revolutionary Customer intimacy • The best total solution = Building strong customer relationships, really understand to customer

  4. Value for customers • In all these cases, a firm can be market oriented, but only customer intimacy is true relationship marketing • Firms need to emphasize one of the value disciplines (but can’t always ignore the other ones…) • Major shift towards customer intimacy

  5. Creating value for customers • Creating value for customers through a four-step process: • Determine who your customers are and identify each individual customer • Differentiate your customers: to what extent are they different from each other? • Interact with your customers (various interactive media) • Customize/personalize your offering

  6. Understanding the Landscape The New eMarketplace • Access • puts more imformation in customers’ hand • gives faster relationships • gives rich opportunity to evaluate alternatives • much more intelligent decisions about purchase • Control • gives customers the opportunity to do business when and how they want to do it • customers choose, open and close the business • customers have more power and control then ever

  7. Understanding the Landscape The New eMarketplace • Speed • Faster information and options compare • Transactions completed faster • Speeds are sharping customer expectations • Globalization • Opened up new marketplace to everyone • No border • Customers all over the globe • Global customers have different expactations • Different paymet options, language, product features, cultures

  8. Understanding the Landscape The New eMarketplace • Automation • Moved online (order process, call centers, sales reps) • Quick, easy, efficient and accurate commerce • The internet has removed the “glue”

  9. Customer Segment B Customer Segment A Product 1 Product 2 Product 4 Product 3 Customer Segment C The product-centered company

  10. Support Mail Marketing (web) Marketing Direct Sales (web) Service (web) e-mail Direct Sales Channel Support (web) Fragmented Customer Experience

  11. Organizations Product groups Functions Geographic areas The customer-centered company

  12. Customer Experience Management Product Support Design & Development Product mfg Product quality Market ing Sales Customer Services CRM Back office functions Front office functions Customer Experience Management

More Related