OPPapers.com

Customer Relationship Management

Customer Relationship Management

 Defined as relationship between the customers and the companies.
 Includes capture, storage & analysis of customer, vendor, partner & internal process information.


Three key phases
1. Customer Acquisition : process of attracting customer for their first purchase
2. Customer Retention : customer returns and buys for a second time. This is most likely to be the purchase of a similar product or service, or the next level of product or service
3. Customer Extension :
a. Customers return regularly to purchase
b. Introduction of products and services to loyal customers that may not wholly relate to the original purchase.
c. These are additional, supplementary purchases.
Three contextual factors
Marketing Orientation : whole organization is focused upon the needs of customers
2. Value Creation : centers on the generation of shareholder value based upon the satisfaction of customer needs and the delivery of a sustainable competitive advantage
3. Innovative IT : CRM software collects data on consumers and their transactions so should be efficient, speedy and focus upon the needs of customers
CRM Of RELIANCE RETAIL
 CUSTOMER MANAGEMENT ON THE SHOP FLOOR
 CUSTOMER EXPERIENCE
 Welcoming Our Customers
 Listening And Talking To Our Customers
 Customer Complaint Management
 Exceeding Customers Expectations

Customer Management On The Shop Floor
 Customer Walking out without making payment
 ACTIVITY DETAIL
 Approach the customer
 Incase customer has forgotten to pay escort him/her to the billing counter.
 If customer pretends ignorance, request the customer to recheck, if customer denies, then request the customer to come to the back room and politely inform the customer that his/her purchase would have to be rechecked by the store staff.
 If unbilled items are found, request the customer to bill the same. Incase customer does not want the same, collect the purchase unbilled for from the...