Give the different steps of a CRM strategy.
- Create Awareness
- Vision-Mission-Strategy
- Ask the Customer
- Customer Segmentation
- Mass Customization
- Contact Strategy
- Relationship Strategy
- Customer Information
- Improve Key Customer Processes
What do you need to do in Step 1?
In step 1 (Create Awareness) you ask some critical questions like:
- What does the company means with CRM?
- What is their current/future CRM model?
Essentially, you need to create a CRM taskforce.
What is a mission?
A mission is the primary function of the organisation. It explains what they do.
What is a vision?
A vision explains how they do their primary function. It expresses the crucial values.
Why are CSF important?
Critical Success Factors are important for survival and success of the organisation.
What are objectives?
Measurable CSF’s
What are the different customer value propositions?
- Operational Excellence
- Customer Intimacy
- Product Leadership
What is a customer value proposition?
It is a unique mixes of product and service attributes, customer relations and corporate image.
What is Operational Excellence? + examples
It’s providing customers with reliable products or services at competitive prices and easy availability.
Examples:
- Dell
- McDonalds
- Toyota
What are the core competencies of an operational excellence company?
- Totally dependable product supply
- Low customer service
- Effective demand management
- Low-cost operations
What is Customer Intimacy? + examples
Knowing customers intimately and being able to respond quickly to their specific and special needs.
Examples:
- Harley Davidson
- Amezon.com
- Lexus
- Rolls Royce
What is the objective of Customer Intimacy?
Long-term customer loyalty and long-term customer profitability.
What are the core competencies of Customer Intimacy?
- Exceptional skills in discovering customer needs
- Problem solving proficiency
- Flexible product/solution customisation
- Customer relationship management mind-set
- Wide presence of collaborative (win-win) negotiations skills
What is Product Leadership? + examples
Offering customers innovative products and services that enhance the customer’s utility and outperform competitors’ products (state of the art, innovation)
Examples:
- Sony
- Samsung
- Mercedes
What’s the objective of Product Leadership?
The quick commercialisation of new ideas.
What are the core competencies of a Product Leadership company?
- Basic research/rapid research interpretation
- Applied research geared toward product development
- Rapid exploitation of market opportunities
- Excellent marketing skills
What’s looking at an organization using the Customer Perspective about?
It’s about how the customers perceive the value offered.
What’s Step 3 about?
Ask The Customer
- Understand the Customer’s motivation, demands, needs, expectations
- Understand their behaviour and how it’s influenced
- Deliver products & services with added value
- Deliver quality that meets the expectations
- Create ambassadors
What’s a suspect?
Vermoeden dat hij/zij een klant kan worden
What’s a prospect?
Persoon die reeds acties heeft ondernemen om klant te worden
How can we segment customers? piramide
How can you segment the customers when you take the transaction volume and the amount in consideration? Draw a figure.
Explain mass customization + examples
Unvisible Customization:
- Customized newsletter: same lay-out, different content
Adjustable Customization:
- Alarm Installation: standaard product maar de gebruiker kan uit mogelijke functionaliteiten kiezen.
Full Customization:
- Tuinaanleg
Cosmetic Customization:
- Homebrand in een supermarkt: same product, but different presentation
What do you need to think about when you choose a contact strategy?
- Sales and distribution strategy
- Products or services
- Customer processes (attention, information, sales, service)
- Mass customization
- Costs of the contactchannel
- Customer
