Customer Relationship Ma Nagement (CRM) ATTF Luxemburg
Customer Relationship Ma Nagement (CRM) ATTF Luxemburg
Customer Relationship Ma Nagement (CRM) ATTF Luxemburg
Relationship
Management
(CRM)
ATTF Luxemburg
R.J.Claessens&Partners
Helping you through the learning curve
Key Sources of the
course:
Harvard Business
Review
CRM by Ed Peelen
Snezana Dragicevic
Geraldine Claessens
R.J.Claessens&Partners
E mail: contact@rogerclaessens.be - Internet:
www.rogerclaessens.be
The key message of the
course
The key message of the
course
We are in it,
The key message of the
course
• In 2003, according to Harvard
Business Review, 82% of
interviewed companies in the USA,
stated they would introduce CRM,
a large jump from the 35% who
employed CRM in 2000.
• What changed?
The key message of the
course
• The approach changed!
•It is a
comprehensive approach for
creating, maintaining and
expanding customer
relationships.
•CRM is a way of thinking about
and dealing with customer
relationships
Introduction
The focus is on:
•What will the customers buy,
when, why and for how much?
•What creates value for them?
•What does create a structural
bond?
•What service can we provide
that does create a premium?
•What about market segmentation?
Introduction
What CRM systems do!
Targetin Sales
g
Retentio Experien
n ce
Introduction
Business before technology
• We should look at what CRM should
do, not so much on what it can do
• CRM depends more on strategy than
on the amount spent on technology
• Strategy is about the way you
allocate your resources to create
a competitive advantage and
superior performance
Introduction
Implementing CRM before creating a
customer strategy = like building
a house without an architectural
plan
• Effective CRM is based on
segmentation analysis
• Customer strategy is designed to
achieve some specific marketing
goals
• Technology is not a marketing
strategy
Introduction
Introducing CRM before changing
your organisation into a
customer focused organisation =
like painting without sanding
• CRM will succeed only AFTER the
organisation and its processes –
job descriptions, performance
measures, compensation systems,
training programs, and so on-
have been structure to provide
superior customer value
Introduction
Assume that more technology is
better = is like building
without foundation
• To start, see what lower-tech
alternatives offer; there may be
no need for more in the very
near future
• In the future as sequence of
individual software solutions
may lead to each step
reinforcing the next step
Introduction
Define the right customers you want
to establish a relationship with
= a two way street
• Just because managers can
contact customers, does not mean
they should by all means and for
whatever reason.
Introduction
How do consumers define us in terms
of competition?
Introduction
How do consumers define us in terms
of competition?
• Cost
• Time
• Quality
• Opportunity
• Information
• Knowledge
• Choice
• Culture
Introduction
Not effective
Extremely effective
1 2 3 4 5 6
Introduction
Sales Managers' skills
•Planning for growing business
•Coaching – giving clear
direction, expectations and
feedback
•Motivating – recognition and
rewards
Not effective
Extremely effective
1 2 3 4 5 6
Introduction
Support systems
•Recruiting and hiring
capabilities
•Performance management systems
•Opportunities management systems
•Strategic account management
systems
•CRM systems
•Training
Not and development systems
effective
Extremely effective
1 2 3 4 5 6
Introduction
Sales organisation climate
•Clarity of goals and
expectations
•Staff dedication to achieve
challenging goals
•Staff initiative
•Acknowledgment of good work
Not effective
Extremely effective
1 2 3 4 5 6
Introduction
4_Relationship oriented
4_Relationship policy 4_Data reporting 4_Conclusion
1_Elements of CRM
1_Elements of CRM
The four cornerstones of the
«elements of
CRM » are:
1.Customer knowledge
2.Relationship strategy
3.Communication
4.The individual value
proposition
1_Elements of CRM
1. Customer knowledge
• Segmentation • Customer
• Awareness, loyalty
Attitude • Brand Image
• Usage • Brand equity
• Concept • Pricing
• Customer • Advertising
satisfaction
1_Elements of CRM
2. Relationship strategy