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P2 Customer Acquisition Retention and Care
P2 Customer Acquisition Retention and Care
It requires a clear focus on the service attributes that represent value to the customer and that create loyalty.
What is CRM ?
What is CRM ?
Learning Objectives
Classify customers into three categories in the stage
of service evolution. Apply the five strategic activities for implementing Strategic Customer Care.
teaching plan of
Information
Process
Technology
People
Implementation of CRM
Strategic Customer Care An Evolutionary Approach To Increasing Customer Value And Profitability
Stanley A. Brown John Wiley & Sons, Toronto, 1999, ISBN 0-471-64342-4
Strategic Customer Care An Evolutionary Approach To Increasing Customer Value And Profitability
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Fig 3.1 The five strategic activities for implementing strategic customer care.
Video at seminar
Spending amount Frequency of spending Regency of spending
characteristics.
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Fig 3.1 The five strategic activities for implementing strategic customer care.
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Customers
Contribute the highest
proportion of gross profit Have potential to add further to gross profit Are profitable organizations themselves Customers who have permitted you to achieve a dominant share in the category Are savvy and intelligent Conscious of the need to be flexible and show adaptability
generated for your organization Your current share of customers business Significance of your companys product or service to the customers business Customers current gross profit and its potential Potential to cross-sell and upsell
Fig 3.1 The five strategic activities for implementing strategic customer care.
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a rich knowledge of their customers worlds in order to achieve meaningful service niche for the customers E-Cards and Octopus
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Fig 3.1 The five strategic activities for implementing strategic customer care.
of service Technology and efficiency will drive success Strategic alliances are needed Satisfied customers lead to higher profits
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Best practices in the use of technology Proactive database marketing Developed models to analyze profitability Use intranet and extranet for information sharing Executive Information System (EIS) Apply help desk, quality assurance and customer intelligenceetc.
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Fig 3.1 The five strategic activities for implementing strategic customer care.
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management process to all important customers Involve senior management in the account management process
In the video at seminar, the CEO of Oriental Mandarin Hotel write letters to his key account customers every week.
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End of Lecture 2
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