Professional Documents
Culture Documents
Building CRM
Building CRM
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At the end of this module, you will be able to explain Input for
acquisition, Prerequisites for effective acquisition, attention on
adoption process, Customer Interaction Management (CIM),
Routes to CIM, Online Interaction Tools, Offline Interaction
Tools, Stages in Customer Lifecycle, Status of Customers in
the Relationship Chain, Factors influencing CIM, Effective
Customer Relationship Building, Organisation, Inherent benefits
of Retaining Customers, Customer, Approach to Retention
Process, Stages of Retention In Customer Lifecycle, Sequences
in Retention Process, Perceptual Gaps in Retention, Gaps in
Customer Retention, Meeting Customer needs and its Impact
on Retention, Needs Determination Process for Customers,
Role of Satisfaction in the Retention Process, Customer
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Satisfaction Expectations
from Business,
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Customer Dissatisfaction, Retention centered Organisations,
Relationship through Loyalty, Loyalty Continuum, Process of
Brand Choice, Internal and External Factors, Customer
Loyalty and its types, Brand Switching Behaviour, Towards
Reaching Loyal Customers, Market Identification, Market
Expansion, Segmented and Target Market, Prospective
Customers, Customers, Market Identification, Market
Expansion, Segmented and Target Market, Prospective
Customers, Customers, Loyal Customer Ladder, Loyal
Customer, Lost Customer, Why do Customers need Loyal
Customers?, Recovery of Lost Customer, Why do Customers
defect?, Strategies to Prevent defection and recover lapsed
customers, Developing Barriers to Exit.
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' The suspects.
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REQUISITES FOR EFFECTIVE ACQUISTION
' Focussed Approach.
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ATTENTION ON ADOPTION PROCESS
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CUSTOMER INTERACTION
MANAGEMENT(CIM)
' Customer Interaction Management constitutes
the customer relationship technologies with
additions of technology based interactive
solutions.
' The interactive channels that are currently
available enable very effective customer
interactive communications which leads to
customer interaction management which
further leads to relationship building.
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CUSTOMER INTERACTION
MANAGEMENT CONTD
' Outsourcing.
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' Interactive Website.
' E-mails.
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' Telephones.
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' Acquisition.
' Retention.
' Attrition.
' Defection.
' Reacquisition.
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STATUS OF CUSTOMERS IN
THE RELATIONSHIP CHAIN
' Stage 1
' Strangers.
' Stage 2
' Prospects.
' Stage 3.
' Inactive Customers.
' Stage 4
' Active Customers.
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' Nature of Business.
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EFFECTIVE CUSTOMER RELATIONSHIP
BUILDING
' åey aspects needed for CIM.
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' Who Buys?
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INHERENT BENEFITS OF RETAINING CUSTOMERS
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' Top 20% of the customers deliver 80% of the revenue.
' Existing customers contributes upto 90% of the
revenue.
' Top 20% of the customers deliver more than 100% of
the profit.
' The bulk of marketing benefit is often spent on people
other than customers.
' Between 5% and 30% of all customers have the
potential for moving upward the loyalty ladder.
' 2% upward migration in the loyalty ladder means 10%
more revenue and 50% more profits.
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' At the acquisition the focus is on acquiring relationships
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STAGES OF RETENTION IN THE
CUSTOMER LIFE CYCLE
' ACQUISITION.
' RETENTION.
' ATTRITION.
' DEFECTION.
' REACQUISITION.
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SEQUENCES IN RETENTION PROCESS
' EXPLORING.
' EVALUATING.
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PERCEPTUAL GAPS AND RETENTION
' PERCEPTUAL.
' PROCEDURAL.
' PROMOTIONAL.
' POSITIONAL.
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GAPS IN CUSTOMER RETENTION
BUSINESS CUSTOMER
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MEETING CUSTOMER NEEDS AND ITS
IMPACT ON RETENTION
' BASIC NEEDS.
' ARTICULATED NEEDS.
' CAPTURING.
' CLARIFYING.
' CODIFYING.
' CONDENSING.
' CONTINUING.
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ROLE OF SATISFACTION IN THE
RETENTION PROCESS
' PRODUCT SATISFACTION.
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CUSTOMER SATIFACTION
EXPECTATIONS FROM BUSINESS
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RETENTION CENTRED ORGANISATIONS
CONTD
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RETENTION CENTRED ORGANISATIONS
CONTD
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RETENTION CENTRED ORGANISATIONS
CONTD
' ORGANISATIONS SHOULD EMPOWER EMPLOYEES AT
VARIOUS LEVELSSO AS TO ARRIVE AT APPROPRIATE
ACTIONS IN TERMS OF IMPROVING THE LEVEL OF
CUSTOMER SATISFACTION.
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RETENTION CENTRED ORGANISATIONS
' LEARNING ORGANISATION.
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' "$& $$.' .
' UNDERSTANDING BRAND.
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LOYALTY CONTINUUM
' Organisations must focus on conversion of switchers into software
loyalists and soft core loyalists to hardcore loyal customers.
' Loyalty towards the stores refers to the loyalty developed with
reference to point of purchase.
' In addition to the above the loyalty may be built up based on other
characteristics, which are perceived as important by the customers
concerned about their brand selection and consumption process.
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PROCESS OF BRAND CHOICE
TOTAL BRANDS
AWARENESS BRANDS
CONSIDERED BRANDS
CHOICE BRANDS
DECIDED BRAND
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INTERNAL AND EXTERNAL FACTORS
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Perception.
Motives.
Personality.
Self-Image.
Attitude.
Learning etc.
'
Culture.
Group Behaviour.
Family.
Role Relationship.
Economic Status.
Lifestyle.
Communication etc.
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' LOYALTY TOWARDS BRANDS.
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BRAND SWITCHING BEHAVIOUR
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TOWARDS REACHING LOYAL CUSTOMERS
MARåET IDENTIFICATION
PROSPECTIVE CUSTOMERS
CUSTOMERS
LOYAL CUSTOMERS
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' MARåET IDENTIFICATION.
MARåET ENTRY.
MARåET EXISTENCE AND
MARåET EXPANSION.
MARåET LEADER.
MARåET CHALLENGER.
MARåET FOLLOWER.
MARåET NICHER.
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' MARåET PENETRATION.
' DIVERSIFICATION.
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' AGE.
' MARITAL STATUS.
' INCOME.
' GENDER.
' LOCATION.
' VOLUME OF PURCHASE.
' TYPE OF CUSTOMERS.
' BUYING HABITS.
' LIFESTYLE.
' BENEFIT EXPECTED.
' EXTENT OF LOYALTY.
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' REFERRAL LETTERS.
' THROUGH FRIENDS AND RELATIVES.
' VARIOUS DIRECTORIES.
' THROUGH TRADE DIRECTORIES.
' ADVERTISEMENTS.
' BLIND TELEPHONE CALLS.
' DEVELOPING DATABASE.
' COLD CANVASSING.
' FOLLOW UP OF THE COMPETITOR¶S CUSTOMERS.
' CUSTOMERS OF RELATED PRODUCTS ETC.
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IDENTIFICATION OF PROSPECTS
CATEGORISATION OF PROSPECTS
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' CUSTOMER BY CHANCE.
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' NEW CUSTOMER BY CHANCE.
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WHY DO ORGANISATIONS NEED
LOYAL CUSTOMERS?
' THE PARTNER.
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' THE CUSTOMERS¶ SPECIFIC NEED HAS NOT BEEN
FULFILLED.
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' DISPLEASURE AT THE POINT OF PURCHASE.
' DISSATISFIED WITH THE PERFORMANCE OF
AFTER SALES SERVICES.
' INHERENT FEELINGS OF INDIVIDUALS TO TRY
NEW PRODUCTS.
' COMPULSION DUE TO TECHNOLOGICAL AND
ENVIRONMENT FORMS
' INDUCED BY CHANGING LIFESTYLE AND
STAGES IN THE LIFECYCLE.
' DEMOGRAPHICALLY MOVED AWAY FROM THE
MARåET PLACE.
' PERSONAL REASONS.
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STRATEGIES TO PREVENT DEFECTION AND
RECOVER LAPSED CUSTOMERS
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STRATEGIES TO PREVENT DEFECTION AND
RECOVER LAPSED CUSTOMERS CONTD
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' EMOTIONAL APPEAL.
' CONFORMATION TO SPECIFICATION.
' DURABILITY.
' LIFETIME UTILITY.
' SOCIAL RELATIONSHIP.
' FLEXIBILITY.
' ADDED VALUE.
' CONCESSIONAL PRICE SCHEMES.
' COMMITMENT.
' INNOVATIVE APPROACH.
' REDUCING RISå.
' AVOIDING THREAT.
' HOLISTIC CARE.
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After completion of the module, you will be able to explain Input for
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Customer Dissatisfaction, Retention centered Organisations,
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QUESTIONS ??
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THANå YOU
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