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Masters in FMS Co-Taught By: Ms - Dimple, Assistant Professor, FMS Department NIFT-Delhi
Masters in FMS Co-Taught By: Ms - Dimple, Assistant Professor, FMS Department NIFT-Delhi
Masters in FMS Co-Taught By: Ms - Dimple, Assistant Professor, FMS Department NIFT-Delhi
Co-Taught By : Ms.Dimple,
Assistant Professor, FMS Department
NIFT-Delhi
What is CRM?
Customer
Customer
development
Retention and
Through
Referrals for new
R M Personalization and
Customers C Customization
Customer Equity
Leverage through
Cross Selling and
Up Selling
CRM Process Framework
Formation Management & Governance
Performance
Purpose Team Structure
-increases effectiveness
-improve efficiency Role Specification
Planning Process
Programs Relationship Performance
-Account Mgmt Process Alignment -Strategic
-Retention Mktg. -Financial
-Co-op Agreement Monitoring Process -Marketing
-Strategic Partnership • Retention
Communication • Satisfaction
• loyalty
Employee Motivation
Partners
Employee Training
-Criteria
-Process Evolution
-Enhancement
-Improvement
SERVICE QUALITY MODEL
Management perceptions of
Customer Expectations
Service Quality Gaps
Low High
Profitability Potential
Image Value
Total
Product Value
customer
Services Value
value
Customer
Monetary Price delivered value
Time cost Total
Customer Types
Business to
Business
Mass Markets Distributors
Markets
•Affinity Partnering •Logistics Partnering •Strategic Partnering
•Co-Branding •Joint Marketing •Co-Design
•Co-Development
Sample measurements for the balanced scorecard
Financial Measures
Price Premium
Volume increases
Value of customer
referrals
Value of Cross sales
Long-term Value of
Customer
Customer Perspective Operational Perspective
Service Perceptions Right First Time (% hits)
Service Expectations Right on Time (% hits)
Perceived Value Innovation
Behavioral intentions and Responsiveness (% on
time)
% Loyalty
% intent to switch
Learning Perspective Transaction Time ( hours,
days)
# Customer referrals Goals Measures
# Cross sales
# of Defections
Myths of CRM
Customer Satisfaction
is
A Moving Target