Customer Relationship

Management

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 What is Customer Relationship Management
(CRM)?
CRM is “the development and
maintenance of mutually beneficial
long-term relationships with
strategically significant customers”

(Buttle, 2000)

CRM is “an IT enhanced value

process, which identifies, develops,
integrates and focuses the various
competencies of the firm to the
‘voice’ of the customer in order to
deliver long-term superior
customer value, at a profit to well
identified existing and potential
customers”.

(Plakoyiannaki and Tzokas, 2001)

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 Understanding Customer Relationship
Management (CRM)?

CRM is a business philosophy based on upon individual customers

and customised products and services supported by open lines
of communication and feedback from the participating firms that
mutually benefit both buying and selling organisations.

The buying and selling firms enter into a “learning relationship”,

with the customer being willing to collaborate with the seller and
grow as a loyal customer. In return,, the seller works to maximize
the value of the relationship for the customer’s benefit.

In short, CRM provides selling organisations with the platform

to obtain a competitive advantage by embracing customer needs
and building value-driven long-term relationships.
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Determinants of CRM

Trust

The willingness to rely on the ability,

integrity, and motivation of
one company to serve the needs of the
other company as agreed
upon implicitly and explicitly.

Value

The ability of a selling organisation to satisfy the needs of the

customer at a comparatively lower cost or higher benefit than
that offered by competitors and measured in monetary,
temporal, functional and psychological terms.

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Determinants of CRM

In addition to trust and value, salespeople must:

Understand customer needs and problems;

Meet their commitments;

Provide superior after sales support;

Make sure that the customer is always told the truth

(must be honest); and

Have a passionate interest in establishing and retaining a long-

term relationship (e.g., have long-term perspective).

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Stages in the development of a Customer Relationship

The Pre-relationship Stage

The event that triggers a buyer to seek a new business partner.

The Early Stage

Experience is accumulated between the buyer and seller
although a great
degree of uncertainty and distance exists.

The Development Stage

Increased levels of transactions lead to a higher degree of
commitment and
the distance is reduced to a social exchange.

The Long-term Stage

Characterised by the companies’ mutual importance to each
other.

The Final Stage

The interaction between the companies becomes
institutionalized.
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Functions of Customer Relationship Management

Direct functions (are the basic requirements of a company that are

necessary to survive in the competitive marketplace)
Profit;
Volume; and
Safeguard

Indirect functions (are the actions necessary to convince the

customer to participate in various marketing activities).
Innovation:
Market;
Scout: and
Access.

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The role of salespeople as relationship builders and promoters

Salespeople by:

identifying potential customers and their needs;

approaching key decision makers in the buying firm;
negotiating and advancing dialogue and mutual trust;
coordinating the cooperation between the customers and
their company;
encouraging the inter-organisational learning process;
contributing to constructive resolution of existing conflicts; and
leading the customer relationship development team

are the individuals in any organisation who act both as relationship

builders and as relationship promoters.

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 Managing Customer Relationships

The global salesperson must be involved in the following activities in

order to initiate, develop and enhance the process that is aimed at
building trust and commitment with the customer.

Initiating the relationship

Engage in strategic prospecting and qualifying;

Gather and study pre-call information;

Identify buying influences;

Plan the initial sales call;

Demonstrate an understanding of the customer’s needs;

Identify opportunities to build a relationship; and

Illustrate the value of a relationship with the customer

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 Managing Customer Relationships

The global salesperson must be involved in the following activities in

order to initiate, develop and enhance the process that is aimed at
building trust and commitment with the customer.

Developing the relationship

Select an appropriate offering;

Customise the relationship;

Link the solutions with the customer’s needs;

Discuss customer concerns;

Summarize the solution to confirm benefits; and

Secure commitment.

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 Managing Customer Relationships

The global salesperson must be involved in the following activities in

order to initiate, develop and enhance the process that is aimed at
building trust and commitment with the customer.

Enhancing the relationship

Assess customer satisfaction;

Take action to ensure satisfaction;

Maintain open, two-way

communication; and

Work to add value and enhance

mutual opportunities.

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 3 Important Points
• The Most Important Goal is – CREATE & KEEP THE
CUSTOMER
• Not To sell – Help Them To buy
• People love to buy – Hate to be sold

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 Better Then a Selling
• Selling – Money
Making
• Understand
customer – NEED
• Helping the
customer is our
top priority
– In tennis if u serve
better u can win

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 The greatest customer ever You
win!!
• Use your emotions – Knowledge is of
second priority
• People Are More governed by
customer - & emotions are
contiguous

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 Why customer Buy?
• Good feeling
• Solution to problem;
Problem = What You want – What
You Have
• Focus on Finding Effective Solutions
rather than on problems;
Solution = Problem + What is
required

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 The right touch
• Act the way you feel & you will feel
the way you act!!
• Never tell customers your problems
• Don’t ask “How are you” instead, say
“Nice to meet you”
• Remember… They buy for their
reason and NOT for ours

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 The right touch
• Should ensure that customer get the
values of money
• Use problem solving approach –Pay
attention to the customer then the
goods
• Have a good body language
• Good dressing
• Good communication

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They will buy much more when they
buy you
• Point to boost customer image –
open emotional account with Your
customer
• Recognize & praise people – Hair dye
& looking young
• Use humor- then people laugh they
listen More
• Let them know what you are thinking
about you.
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 The customer perception
• Keys to changing customer perception
 Develop customer profile
 Look at your business with customer
perspective
 Be aware of over promising (Avoid if not
necessary)
 Do not cheat your customer - Just to sell the
Product
 Your Image – Representing Your company
 Problem – great opportunity to win a customer

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 Use of survey
• Result of the survey - Best
marketing tool
• Keep asking - keep Improvising
• Make an effective study to avoid
problems.

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• BE RELIABLE- consistent performance is what
customer wants from us
• BE CREDIBLE- if the customer buys the
product, he wants to safe and guaranteed.
• BE ATTRACTIVE- body language, personality,
appearance
• BE RESPONSIVE– accessible, available and
willing to help customer whenever the customer
has a problem.
• BE EMPATHIC- to be in customer’s shoes and
grasp his point of view

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SQuare Consulting and Management S
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 Thank You
Rohan Bhatt
[Director / Business Consultant / Trainer]
SQuare Consulting and Management Services

Visit us at:
http://squareconsulting.hpage.com
Email:
squareconsultants@gmail.com
Call us:
+919328826110

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