Customer Relationship Management: Learning Objectives

Customer
Relationship
Management
Naeem Shahzad
PIQC Institute of Quality
Learning Objectives
• Understand basics of CRM
• Understand market segmentation
• Understand tools for customers needs identification
• Understand Customer Feedback
1
Quality Management Principles
Customer‐focus
Relationship
Management Leadership
Evidence based
Decision Making Quality Engagement
Management
Principles Of People
Improvement Process Approach
Supply Chain Community
2
Exercise: Dimensions Of Service Quality
Reliability
Tangibles Responsiveness
Empathy Assurance
Internal Customers
Individuals or groups within a process who are

inside the organizational boundaries.
3
Quality‐Level Agreement
Quality‐level agreements (QLAs),
also called service‐level
agreements.
QLAs can be implemented on a
gradual basis, starting with the
most critical deliverables first
Customer Relationship Management
4
Segmentation
Segmentation by multiple criteria (combination of factors
income age)
Complete segmentation (every customer falls into group)
B
B
A A C
C
Segmentation
10
5
Segmentation
“Demographics” originates from the word “demography’ which means
“study of population’.
Demographic Segmentation
11
Segmentation
SWOT Analysis
12
6
3
Customer Needs
13
Customer Needs
Product Life Cycle
14
7
Customer Needs
15
Customer Needs
Data found within the Data obtained from
organization include: outside the organization
include:
• Customer complaints • Competitors data
• Past records of claim
• Research
resolutions
• Public information
• Warranty and guarantee usage
• Service records • Industrial research
• Customer contact personnel • Media
• Listening post data
• Customer feedback surveys
16
8
Quality Function Deployment
Quality function deployment (QFD), also known as the
House of Quality.
QFD is a relationship matrix technique used to
systematically translate a customer’s requirements or
wants into operational requirements, and communicate
the customer’s voice downward though the
organization.
17
18
9
19
House of Quality
What are
characteristics
required in a
Vacuum Cleaner?
20
10
House of Quality
For a
Vacuum Cleaner
21
Customer‐focused Metrics
Customer's perception of the degree to which
the customer's requirements have been
fulfilled
22
11
4
Customer Feedback Analysis
23
Customer Feedback
24
12
Kano Model
Model developed by Dr. Noriaki Kano in 1984.
The Kano analysis is a tool that helps
determine what characteristics a producer

Prof. Dr. Noriaki Kano
might want to include in the product or service
to increase customer satisfaction.
25
Kano Model
26
13
Kano Model
The Kano model breaks down a product’s features according to how

they can meet customers’ expectations, some of which are explicit
and some latent.
Kano divides the products’ features in three:
• The threshold (basic) features
• The performance features
• The delighter features
27
Kano Model
The threshold (basic) features
These features define the product, without them, the product is

useless. These features are fundamental to the product. When you
receive a call on your cellular phone, you expect to hear the person on
the other end of the line and you expect that person to hear you. If you
cannot find that feature on the phone, you would not buy it. However,
the sheer presence of the basic features does lead to customer
happiness.
28
14
Kano Model
The performance features
These features may not be as important as the threshold features but
can increase the customers’ satisfaction. The clarity of reception of a
cellular phone can be put in that category.
The delighter features
These are features which the customers may not expect to find on the
product but whose presence is exiting to them.
29
Kano Model
30
15
Customer Complaint Handling
Expression of dissatisfaction made to an

organization, related to its products, or the
complaints‐handling process itself, where a
response or resolution is explicitly or implicitly
expected
31
32
16
Complaint Form
• Details of Complaint
• Product Description
• Problem Encountered
• Remedy Requested
• Date, Signature
• Enclosure
33
34
17
35
Customer Feedback Analysis
36
18
37
Thank You
Muhammad Naeem Shahzad
PIQC Institute of Quality
www.piqc.edu.pk
38
19

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Customer

• Understand basics of CRM

• Understand market segmentation

• Understand tools for customers needs identification

• Understand Customer Feedback

Individuals or groups within a process who are

The Kano analysis is a tool that helps

determine what characteristics a producer

might want to include in the product or service

to increase customer satisfaction.

The Kano model breaks down a product’s features according to how

Kano divides the products’ features in three:

These features define the product, without them, the product is

Expression of dissatisfaction made to an

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