CusLomer relaLlonshlp managemenL

W C8M ls a meLhodology enables Lhe organlzaLlon Lo undersLand Lhe

cusLomer's needs and behavlor 1hls process helps Lhe organlzaLlon ln
collecLlng lnformaLlon abouL cusLomer sales markeLlng effecLlveness
responslveness and markeL Lrends
C8M lS A8Cu1
W ACCul8lnC CuS1CML8S
W LLlnC CuS1CML8S
W C8CWlnC Cu1CML8S
W CAlnlnC CuS1CML8S lnSlCP1
W ln1L8AC1lnC
W 8ulLulnC LAS1lnC 8LLA1lCnSPl
W uLLlvL8lnC CuS1CML8 vALuL
W ACCul8lnC CCML1A1lvL AuvAn1ACL
W C8CWlnC ?Cu8 8uSlnLSS
C8!LC1lvLS
W 1o slmpllfy markeLlng and sales process
W 1o make call cenLers more efflclenL
W 1o provlde beLLer cusLomer servlce
W ulscover new cusLomers lncrease cusLomer revenue
W 1o cross sell producLs more effecLlvely


Slgnlflcance
W lncreased sales revenue
W lncreased wln raLes
W lncreased marglns
W lmproved cusLomer saLlsfacLlon
W uecreased general sales and markeLlng admlnlsLraLlve cosL
LlemenLs
W Sales force auLomaLlon
a Call cenLre Lelephone sales
b Lcommerce
c lleld sales
d 8eLall
e 1hlrd parLy brokers dlsLrlbuLors agenLs
CusLomer servlce
W Call cenLre mgL
W Web based self servlce
W lleld servlces
MarkeLlng auLomaLlon
W Campalgn mgL
W ConLenL mgL
W uaLa analysls buslness Lools

C8M 8CCLSS
S1LS
1 LsLabllsh C8M goals
2 LducaLe oLher deparLmenLs
3 LsLabllsh AuLhorlLy and responslblllLy
4 lloL pro[ecLs
3 CommunlcaLe wlLh cusLomers
6 CusLomer surveys Lo keep Lrack of Lhem
7 leedback from cusLomers
C8M LAnnlnC
S1LS
1 8uslness goal and ob[ecLlves
CurrenL and deslred sLaLe
ro[ecL goal
ro[ecL dellverables
CosL [usLlflcaLlon
2 lnvolve approprlaLe people
3 LsLabllsh a Llmellne
4 1ake a Lechnlcal lnvenLory
3 LsLabllsh budgeL
lmplemenLaLlon cosL
Annual cosL
SupporL cosL
W MalnLenance cosL
W rofesslonal cosL
W Cngolng Lralnlng cosL
CusLomer loyalLy
W 1he exLenL of commlLmenL Lo Lhe brand selecLed Lhe poslLlve aLLlLude
developed Lowards uslng Lhe brand selecLed
1ypes of CusLomer LoyalLy
W LoyalLy Lowards Loward brand
W LoyalLy Lowards sLores
W LoyalLy Lowards organlzaLlon
W LoyalLy Lowards sales person
1ypes of loyal cusLomers
W Pardcore loyal
W SofLcore loyal
ShlfL loyal
SpllL loyal
8rand swlLchers
ALLalnlng CusLomer LoyalLy
W ldenLlfy Lhe markeL
W SegmenL and LargeL Lhe markeL
W ldenLlfy prospecLlve cusLomers
W ALLracL cusLomers
W ConverL Lhem lnLo loyal cusLomers
Loyal cusLomer ladder
W CusLomer by chance
W CusLomer by occaslon
W CusLomer by cholce
W CusLomer by repeLlLlon
W CusLomer by lnslsLence
W CusLomer by loyalLy
CusLomer value
W 1he dlfference beLween whaL a cusLomers geLs from a producL and whaL he
or she has Lo glve ln order Lo geL lL
W CusLomer value ls Lhe amounL of beneflL LhaL a cusLomer wlll geL from a
servlce or producL relaLlve Lo lLs cosL
CusLomer value assessmenL
W 1) lnterno/ enqineerinq ossessment An esLlmaLe of Lhe value for a producL
offerlng ls obLalned by laboraLory LesLs conducLed by sclenLlsLs/englneers
wlLhln Lhe suppller's own flrm
W ) lie/d vo/ueinuse ossessment lnLervlews are conducLed aL cusLomer
flrms Lo deLermlne a comprehenslve llsLlng of cosL elemenLs assoclaLed
wlLh Lhe usage of a producL offerlng compared wlLh Lhe lncumbenL producL
offerlng (eg llfe cycle cosL)
W J) loJltect survey questions ln a fleld research sLudy respondenLs are
asked whaL Lhe effecLs of one or more changes ln Lhe presenL producL
offerlng would be on cerLaln aspecLs of Lhelr uLlllLy
W ) locus qroup vo/ue ossessment WlLhln a focus group seLLlng parLlclpanLs
are exposed Lo poLenLlal producL offerlngs or producL concepLs and are
Lhen asked whaL Lhe value or worLh of Lhem would be Lo Lhem
W ) uirect survey questions ln a fleld research survey respondenLs are glven
a descrlpLlon of a poLenLlal producL offerlng or producL concepL and are
Lhen asked whaL Lhe value or worLh of lL would be Lo Lhem
W ) onjoint or 1rodeoff ono/ysis ln a fleld research survey respondenLs are
asked Lo evaluaLe a seL of poLenLlal producL offerlngs ln Lerms of Lhelr
purchase preference for each of Lhe of an array of aLLrlbuLes or feaLures
and Lhe offerlngs
W ) enchmorks ln a fleld research survey respondenLs are glven a
descrlpLlon of a producL offerlng Lyplcally represenLlng Lhe presenL
lndusLry sLandard LhaL serves as a benchmark" offerlng 1hey are Lhen
asked how much more Lhey would be wllllng Lo pay for selecLed addlLlons
ln producL aLLrlbuLes or feaLure Lo Lhls benchmark offerlng
CusLomer reLenLlon sLraLegy
W Sequence of reLenLlon process
1 Lxplorlng
2 LvaluaLlng
3 LsLabllshlng sLraLegles
4 Lxamlnlng feed back
CusLomer reLenLlon sLraLegy
W llnanclal bonds
W Soclal bonds
W CusLomlzaLlon bonds
W SLrucLural bonds
LC8M
W , 1hls concepL ls derlved from Lcommerce lL also uses neL
envlronmenL le lnLraneL exLraneL and lnLerneL LlecLronlc C8M concerns
all forms of managlng relaLlonshlps wlLh cusLomers maklng use of
lnlC8MA1lCn 1LCPnCLCC? (l1) LC8M ls enLerprlses uslng l1 Lo lnLegraLe
lnLernal organlzaLlon resources and exLernal markeLlng sLraLegles Lo
undersLand and fulflll Lhelr cusLomers' needs
LLvLLS Cl C8M
W loundaLlon servlce
W CusLomer cenLered servlce
W value added servlces
ulMLnSlCnS
W ACCulSl1lCn
W LxAnSlCn
W 8L1Ln1lCn
lLA1u8LS
W locused on process
W urlven by a daLa warehouse
W locused on mulLl channel vlew of C8
W AccommodaLe Lhe new markeL dynamlcs
W 1o ldenLlfy cusLomers proflL poLenLlal Lo deLermlne effecLlve lnvesLmenL
declslon
W Scalable Lo meeL growLh and performance need