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8 Cards in this Set
- Front
- Back
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What is the business value in being customer focused?
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-Keep loyal customers
-Anticipate their future needs -Respond to customer concerns -Provide top quality customer service |
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What now determines customer value?
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Quality over price
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What is customer relationship management?
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-Timely delivery of excellent service
-Enterprise wide integrated sales, marketing & service strategy -Driven by -increase competition, globalization, customer acquisition cost, and high customer turnover -Dynamic marketplace |
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What is the cross-functional customer process?
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-Acquire
-Enhance -Retain |
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What must you do to facilitate cross-functional processes?
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-Direct marketing-help track sales, SEO
-Cross-sell and up-sell -Proactive Service-capture data about past contacts, prospects -Sales force automation -Customer support-call center, help desk -Retention and loyalty program |
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What are CRM system capabilities?
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-Create a cross-functional enterprise system (integrate and automate many processes across org.)
-Increase access to info anytime, anywhere |
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What are CRM benefits?
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-Identify and target best customers
-Real time customization and personalization of P/S -Track wen customer contacts you -Provide consistent customer experience and superior service and support |
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What are the reasons for CRM failures?
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-Lack of understanding and prep
-Can be too complex -Rely on app to solve a problem w/o changing business process first -Business stakeholders not participating and not prepared |
