Professional Documents
Culture Documents
Relationship Management
Relationship Management
Relationship Management
1
Contents
1. Relationship Management
2. Communication
3. Listening Skills
4. Customer Relations Management (CRM)
5. Good Relationship Management
2
Course Objectives
3
Relationship Management
Relationship management aims to create a partnership between the
organization and its audience rather than consider the relationship
merely transactional.
Consumers who feel that a business responds to their needs are
more likely to continue using the products and services that a
business offers.
Additionally, maintaining a level of communication with consumers
allows the business to identify potential sources of costly problems
before they come to a head.
A strategy employed by an organization in which a continuous level
of engagement is maintained between the organization and its
audience.
Relationship management can be between a business and its
customers (customer relationship management) and between a
business and other businesses (business relationship management).
Relationship Management Skills
Whether you run a large company with hundreds of employees or a small
business that knows all of its customers by name, great relationship
management skills will always set you apart from your competitors and help
you retain customers.
Awareness of customer needs -Unless you know what your customers need,
youll struggle to attract their attention and convince them to do business
with you.
Knowing your industrys priorities is an essential part of demonstrating your
value to prospects and building relationships.
One of the best ways to learn more about your target market is by surveying
existing customers to learn about what they do and dont value. You can do
this using online surveys and interview forms that simplify gather
information.
Direct marketing skills- Many businesses carefully monitor the amount of
money they spend on customer acquisition, but not their time. Your time is
valuable, and being able to quantify the value of your time makes calculating
your relationship management ROI simple.
Relationship Management Skills Contd
The ability to connect with strangers -Reaching out to prospects and turning
them into customers isnt easy. Even the most capable salespeople feel
anxiety and fear when a certain prospect has less interest in doing business
than they previously imagined.
One of the most important relationship management skills is the ability to get
along with strangers. From cold calls to prospect met at trade shows and
events, the skill of conversion and persuasion makes relationship
management far easier.
Ambition and motivation- An ambitious, motivated attitude is
essential for business success. People that are willing to reach out to
prospects and call existing customers to learn what theyre interested
in almost always excel past their complacent, passive counterparts.
Theres nothing wrong with being ambitious in sales and customer
service in fact, in the age of automated customer service and
online support forms, plenty of your customers will appreciate
speaking to a representative that cares about them.
Relationship Management Skills Contd
Sales funnel knowledge - Its a lot harder to get your first customers than it is
to get your second.
Many small businesses struggle with relationship management because they
cant acquire new customers at the right cost and pace for constant growth.
One of the most important relationship management skills is the ability to
acquire new customers while retaining existing ones. The easiest way to do
this is with an automated, systematized sales funnel.
Strategic thinking skills - When youre managing less than 100 customers,
its possible to get by without any strategy.
However, when youre managing relationships with tens of thousands of
customers, the ability to form strategies becomes essential for success.
Regardless of how good your customer service skills are, its impossible to
manage relationships using a team without a strategy in place.
From guides for solving the most common problems to simple principles,
relationship strategies matter.
Relationship Management Skills Contd
Strategic thinking skills - When youre managing less than 100 customers,
its possible to get by without any strategy.
However, when youre managing relationships with tens of thousands of
customers, the ability to form strategies becomes essential for success.
Regardless of how good your customer service skills are, its impossible to
manage relationships using a team without a strategy in place.
From guides for solving the most common problems to simple principles,
relationship strategies matter.
CRM software knowledge -Managing thousands of customers is far
from simple. By using modern customer relationship management
(CRM) software, you can keep a record of interactions with
customers across your entire organization.
From Salesforce.com to Zoho CRM, knowing how to use the most
common CRM applications will give you a huge advantage in
maintaining relationships across large companies and organizations,
as well as forming new ones.
Customer Service -6 steps to
Customer Relationship Management
9
Developing, Motivating and Managing your People
Many organizations may have hired the right people, there is still a
need to orient them into the organization's customer relationship
culture and define key communication skills.
In Call Centers and Technical Support departments, there is a
tendency to rely on technical/functional skills and neglect
interpersonal skills development. This can result in providing
acceptable material service, the more tangible aspect, yet
unacceptable personal service, the competitive differentiator.
Therefore to build a customer relationship culture, it is important to:
1. Provide training in key areas required to deliver exceptional
personal service
2. Reinforce these skills using ongoing coaching and feedback
3. Measure current performance levels
4. Reward performance using a combination of monetary awards and
non-monetary recognition
Establishing Effective Service Delivery Processes
14
Functions of Communication Contd
15
Communication Process an Impact on
Relationship
16
Listening Skills in Relationship Management
Listening means paying attention not only to the story, but how it is
told, the use of language and voice, and how the other person uses
his or her body. In other words, it means being aware of both verbal
and non-verbal messages. Your ability to listen effectively depends
on the degree to which you perceive and understand these
messages.
18
Customer Relationship Management
(CRM)
19
Customer Relations Management
Customer relationship management (CRM) refers to the practices,
strategies and technologies that companies use to manage, record
and evaluate customer interactions in order to drive sales growth by
deepening and enriching relationships with their customer bases.
Customer relationship management (CRM) is a term that refers to
practices, strategies and technologies that companies use to
manage and analyze customer interactions and data throughout the
customer lifecycle, with the goal of improving business relationships
with customers, assisting in customer retention and driving sales
growth.
CRM systems are designed to compile information on customers
across different channels -- or points of contact between the
customer and the company -- which could include the company's
website, telephone, live chat, direct mail, marketing materials and
social media.
CRM systems can also give customer-facing staff detailed
information on customers' personal information, purchase history,
buying preferences and concerns. 20
Customer Relations Software
22
Common Features of CRM Software
Contact center automation: Designed to reduce tedious aspects of a
contact center agent's job, contact center automation might include
pre-recorded audio that assists in customer problem-solving and
information dissemination.
Various software tools that integrate with the agent's desktop tools
can handle customer requests in order to cut down the time of calls
and simplify customer service processes.
23
Building Good Work Relationships
24
Making Work Enjoyable and Productive
How good are the relationships that you have with your colleagues?
In this session, we are looking at how you can build strong, positive
relationships at work.
33