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CRM for Services

CRM for Services

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Published by dipen724

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Published by: dipen724 on Dec 01, 2009
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07/24/2010

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12/01/0912/01/09MKI/CRM/OverviewMKI/CRM/Overview11
RELATIONSHIPMANAGEMENTMANAGEMENT
CRM for Services
The Goals of CRM are
ACQUIRESATISFYRETAINENHANCE
 
12/01/0912/01/09MKI/CRM/OverviewMKI/CRM/Overview22
RELATIONSHIPMANAGEMENTMANAGEMENT
CRM for Services
Acquiring Service customers :
The CRM activity shall help the service user in reducing theuncertainty of service performance. This can be achieved throughPeople, Place, Equipments, Promotional Material and Price.Word of mouth from ‘advocates’ and ‘partners’.Exposing service users to better standards of service as
 
expectations from service depend on what the user is used to or what she is exposed to.
 
12/01/0912/01/09MKI/CRM/OverviewMKI/CRM/Overview33
RELATIONSHIPMANAGEMENTMANAGEMENT
CRM for Services
Satisfying Service customer :
Customer’s satisfaction depends upon the gap between customer’sexpectations and customer’s perception of service delivery.Customer expectations can be studied by market research and the Zone of Tolerance can be defined.Tools like SERQUAL or Gap Model by Parsuraman & Berrycan be used to study the perception of service delivery.Customer Satisfaction Index (CSI) can be then calculated.

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