Customer Relations

Module 1
Listening to Customers
Dominos
• https://youtu.be/AH5R56jILag
• https://youtu.be/jloxAHLWDsI
Amazon
• https://www.youtube.com/watch?v=zknLfU7GJIw
Growing Organizations – Getting it Right
• Those organizations that realize that marketing and selling is all about
• engaging with the Customer
• getting their perspectives right
• Are able to perform effectively as Marketing strategists and Managers

• A successful marketing manager or a business manager never stops

listening to the Customer, integrate customer centric strategies, able
to draw budgets and implement new experiences
Why Relationship Marketing – CRM?
• The marketing success today lies in building the Customer Chemistry

• Getting to know the Customer, building relationship with the Customer and
Managing Customer Relationships has become an important part of the
Marketing function.

• Important to identify and quantify or measure the outcome…benefits

Definitions of CRM
• Customer Relationship Management is a business strategy to select
and manage customers to optimize long term value

• Customer Relationship Management is a comprehensive strategy and

process of acquiring, retaining and partnering with selective
customers to create superior value for the company and the customer
What is Customer Relations?
Customer Relationship Management
(CRM) is a term that refers to practices,
strategies and technologies that
companies use
• to understand manage and analyze
customer interactions and data
throughout the customer lifecycle,
• with the goal of improving business
relationships with customers,
• assisting in customer retention and
driving sales growth.
Relationship Building involves
Engaging in Relationship Marketing is not only about engaging in
customer service…
It involves
• Understanding customers current as well as anticipated needs and
behavior
• Positioning the company’s focus on building and extending an
interactive relationship with the intermediaries as well
• Ensuring that the delivery of product and service meets or exceeds
customer expectations
CRM – Strategic Marketing Tool
Customer retention and customer loyalty outcome of a successful Relationship
Marketing process
• Get closer to their customer.
• Customized marketing to individual customers and to a very large customer base.
• Data warehousing and data mining techniques for personal details like birthdays,
anniversaries, details of his past transactions, likes and dislikes & preferences etc.
• Statistical tools - extrapolation to anticipate customer behaviour and the market
trends.
• In case of personalised service businesses like banking or hotel industry -
customise the service delivery to the individual.
• Technology the enabler
CRM – Continuous Evolution

CRM
Relationship Marketing – Multiple Stakeholders
Individuals at Points of Contact
• The sales people who get to meet and interact with the customers.
• Product and technical support, installation etc
• Service delivery group – post consumption
• After sales support
• Finance group - collecting payment

• Management style and culture tuned to value Customer Relationship

• Service outsourced and managed by a third party service provider on
behalf of the Organisation to the Customer.
Customer Centric Organization
• Eyes and ears open to learning from and all about the Customer
• It starts at the TOP
• Involves in building a Customer friendly culture within the
Organization across all functions especially where the employees get
to interact with the Customer.
• Managing Customer Relationship begins with HR function.
• Hiring the right workforce with the required attitude is very important.
• Orienting employees to the Organizational culture and values of treating
Customer as the king is imperative.
• Need to train and sensitize all the employees that are involved in interaction
with the Customers
Importance of CRM - New Product Solutions
• Organizations that have understood the value of investing into Customer
Relationship have been able to evolve strategies to increase the
Customer’s dependence on the products and services by customising and
investing into building specific solutions that meet the needs of the
customer.
• Engagement and leadership from the Management as well as technical and
marketing functions as a team
• Can result in a new business or product line paving way for new markets. -
investing the best brains and intelligence in terms of product or solution
development.
• In the end the investment pays off in terms of long term business growth as
well as new product and solutions.
Food for Thought…
To summarize…
• Listens to and hears customers are saying – current and
potential needs
• Designs systems to compile information on customers
across different channels -- or points of contact
between the customer and the company
• Direct interaction, buying patterns, company's website,
telephone, live chat, direct mail, marketing materials and
social media.
• Analyses data to understand and build customer loyalty
• Give customer-facing staff detailed information on
customers' personal information, purchase history,
buying preferences and concerns.
• Helps mitigate crisis but more importantly build lifetime
loyalty and grow the business