Professional Documents
Culture Documents
Chap 004
Chap 004
Chap 004
STRATEGIC CUSTOMER
RELATIONSHIP
MANAGEMENT
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
CUSTOMER RELATIONSHIP MANAGEMENT
CRM is a cross-functional core business
process concerned with achieving
improved shareholder value through the
development of effective relationships
with key customers and customer
segments. CRM Recognizes That
Customers:
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STRATEGIC-
THE ENTIRE
COMPANY
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CRM Strategy Development
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5 2
Other Business
Stakeholders CRM Case
STRATEGY
Enterprise 4 3 Customer
Transformation Plan Strategy
Source: V. Kumar and Werner J. Reinartz, Customer Relationship Management (Hoboken, NJ: John Wiley & sons, Inc.), 2006,
42.
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IMPLEMENTATION DANGERS
Implementing Without Developing a
Customer Strategy
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Successful Value
Exchange
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METRICS
FEATURE How General Electric Co. Measures Customers’
Experience
Happy (And Not-So-Happy) Customers
General Electric is a big user of the “Net Promoter” concept of customer
satisfaction, popularized by Fred Reichheld of Bain & Co. Below, questions
similar to those on which GE’s Capital Solutions unit asks customers to rate the
unit’s performance on a 0 – 10 scale.
• How willing are you to recommend us to a friend or
associate?
• How would you rate our ability to meet your needs?
• How would you rate our people?
• How would you rate our processes?
• What is your impression of our market reputation?
• How would you rate the cost of doing business with us?
• How would you rate the overall value of our product or
service as being worth what you paid?
Source: Kathryn Kranhold, “Client-Satisfaction Tool Takes Root,” The Wall Street Journal, July 10, 2006, B3. 4-12
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CRM STRATEGIC
MARKETING
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