CHAPTER 7
CUSTOMER RELATIONSHIP
MANAGEMENT
Prepared by:
MS. NELDA A. ROSIMA, MBA
Faculty-in-charge
OBJECTIVES
1. Define customer relations and customer relationship
management.
2. Give the importance of CRM.
3. Discuss the different types of CRM.
4. Discuss and illustrate how to build positive CRM.
WHAT ARE CUSTOMER RELATIONS?
- Describes how your company engages with customers with respect to
improving the customer experience.
- This means that the customer service, customer success, customer support,
and product development teams must contribute to building and maintaining
the customer relationship.
- 2 functions of customer relations:
1. Reactive functions
2. Proactive functions
WHAT IS CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)?
-refers
to the principles, practices, and guidelines that an organization
follows when interacting with its customers.
- From the organization's point of view, this entire relationship
encompasses direct interactions with customers, such as sales and
service-related processes, forecasting, and the analysis of customer
trends and behaviors.
CRM - being used to refer to the technology systems companies can
engage to manage their external interactions with customers at all
points during the customer lifecycle, from discovery to education,
purchase, and post-purchase.
IMPORTANCE OF CUSTOMER RELATIONSHIP
MANAGEMENT
1. It helps to build a bond with customers, which reduces the amount of work
involved in getting them to purchase from your company.
2. It increases the likelihood that customers will make additional future
purchases
3. It helps with building loyalty with your brand.
4. It provides customers with an image of your brand when they are looking for
solutions to other issues, or when they are looking for options related to what
you provide.
5. It helps with creating a stronger association between your company and the
customers, which can help with smoothing over problems with products or in
the customer relations process.
6. It encourages customers to promote your brand to friends, family members
and colleagues, which will help to grow your business.
BENEFITS OF CRM
1. Customer retention
2. Customer loyalty
3. Customer satisfaction
TYPES OF CUSTOMER RELATIONSHIPS
1. Transactional
2. Self-service
3. Automated services
4. Long term
5. Personal assistance
6. Dedicated personal assistance
7. Community
8. Co-creation
HOW TO BUILD POSITIVE CUSTOMER
RELATIONSHIPS
1. Put customer first
2. Enable customers to serve themselves
3. Improve accessibility
4. Measure customer satisfaction
5. Demonstrate appreciation for customers
6. Commit to employee training
7. Establish a supportive workplace environment
8. Improve first call resolution rate
9. Increase efficiency with software and technology
THANK YOU FOR LISTENING
