u re # 5

Lect

MKT517
Customer
Relationship
Management
What it’s all about?
 Learning Outcome

Students will become familiar with the nature,

characteristics and formulation of customer strategy
 Identify the customer-supplier relationship?
A. whether or not a transaction has already (i)From customer to client
been completed
B. if a long-term orientation is present which (ii) From prospect to customer
extends further than that one transaction (iii) From ambassador to partner
C. to what degree the relationship is felt by
(iv)From supporter to ambassador
both parties
D. to what degree both parties take an active
position in the relationship
A.(ii),(iii),(iv),(i)
B. (ii),(i),(iv),(iii)
C. (i), (iv),(iii),(ii)
What CRM can do for your company?

To get closer to your consumers CRM can:

• Improve the services
• Improve customer satisfaction
• Identify your customers (worst or best)
• Reduce cost
• Create new customers

Source:https://sites.google.com/a/siena.edu/customer-relationship-management/home/what-crm-
can-do-for-your-company
 Case let:
Working with Salespeople
Salespeople are part of an overall team. When a salesperson tries to work independently, the results are not
always very effective. This activity highlights an ineffective situation for a mobile home loan salesman for a bank.
Review the situation – what can you recommend to improve the firm’s current sales appointment practices?

ACTIVITY/TASK
When customers phone the bank’s call center and inquire about a home loan they are always offered an
appointment the mobile home loan salesperson (who will come out and visit them). If they are interested, the
appointment is then immediately booked in the mobile lender’s electronic diary. Each day the mobile lender
checks his electronic diary and goes to the scheduled appointment/s. However, the mobile lender has become
very unhappy that the call centre is making appointments with people who are not ready to buy yet (many just
want information). He is complaining that the call centre “is wasting his time” and wants something done about it!
Let’s Discuss…….

• Why is the salesperson unhappy in this situation?

• Would the call center staff be happy in always passing the sales
inquiry to the salesperson? Why?
• How did this disorganized situation occur? (Who’s at fault?)
• What would you recommend to improve this situation/practice?
How Byju’s use CRM?

https://www.youtube.com/watch?v=pUoqfwy1TdA&t=24s
What CRM is all about from industry insights?
• CRM stands for Customer Relationship Management. Generally, it is a
set of strategies, tools, techniques, and technologies that enterprises
use to develop, retain as well as acquire customers.
• CRM, or customer relationship management, is a company-wide
business strategy designed to reduce costs and increase profitability
by solidifying customer satisfaction, loyalty, and advocacy
 CRM as customer strategy

In order to gain an insight into CRM strategy, it is useful to first explore the
work of Treacy and Wiersema (1996 ), who researched market leaders in a
variety of industries and discerned three ‘value disciplines’, namely:
1 operational excellence- Price, Quality and ease of purchase
2 product leadership- newest and best products
3 customer intimacy- centre of attention
https://www.youtube.com/watch?v=VSKmKKV_ino%5C
Example