Professional Documents
Culture Documents
CH 15
CH 15
CH 15
Chapter 15
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Rule 1 The customer is always right Rule 2 If the customer is ever wrong, re-read Rule 1.S
Customers are the focus of all activities. Customers find it easy to do business with you. Customers views influence business decisions. Customer-friendly systems and structures are used. Customers are the focus of all business plans and activities. Customers appear at the top of the organizational chart (if you really must have one).
Losing Customers
1% 3% 4% 5% 9% 10% 68% Die Move away to new location Are natural floaters Move on recommendation of family or friends Find somewhere cheaper Are chronic complainers Go elsewhere because the people who serve them are indifferent to their needs. They just dont care!
The gap between what the company thinks the customer wants and what the customers actually want. The gap between what the company thinks the customer has bought and what the customers perceive they have received. The gap between the service quality the company believes is being provided and what the customer perceives as being provided. The gap between the customers expectation of service quality and the service quality the company actually delivers. The gap between the marketing promises and the companys actual delivery.