Customer focus and relationship management for seminar

Customer relationship management

customer focus and relationship management for seminar

Explain how firms can enhance customer satisfaction. 2 Explain customer relationship management (CRM) and the role of technology in building customer . INTERNATIONAL CONFERENCE ON MANAGEMENT (ICM ) Introduction. Customer Relationship Management (CRM) is the customer-focused business. Customer Focus Customer loyalty and company profitability relation.

Custom software For the ultimate in tailored CRM solutions, consultants and software engineers will customise or create a CRM system and integrate it with your existing software. However, this can be expensive and time consuming. If you choose this option, make sure you carefully specify exactly what you want.

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This will usually be the most expensive option and costs will vary depending on what your software designer quotes. Managed solutions A half-way house between custom and outsourced solutions, this involves renting a customised suite of CRM applications as a tailored package. This can be cost effective but it may mean that you have to compromise in terms of functionality. How to implement CRM The implementation of a customer relationship management CRM solution is best treated as a six-stage process, moving from collecting information about your customers and processing it to using that information to improve your marketing and the customer experience.

Stage 1 - Collecting information The priority should be to capture the information you need to identify your customers and categorise their behaviour. Those businesses with a website and online customer service have an advantage as customers can enter and maintain their own details when they buy.

Customer relationship management

Stage 2 - Storing information The most effective way to store and manage your customer information is in a relational database - a centralised customer database that will allow you to run all your systems from the same source, ensuring that everyone uses up-to-date information. Stage 3 - Accessing information With information collected and stored centrally, the next stage is to make this information available to staff in the most useful format.

Stage 4 - Analysing customer behaviour Using data mining tools in spreadsheet programs, which analyse data to identify patterns or relationships, you can begin to profile customers and develop sales strategies. Stage 5 - Marketing more effectively Many businesses find that a small percentage of their customers generate a high percentage of their profits.

Using CRM to gain a better understanding of your customers' needs, desires and self-perception, you can reward and target your most valuable customers.

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Stage 6 - Enhancing the customer experience Just as a small group of customers are the most profitable, a small number of complaining customers often take up a disproportionate amount of staff time. If their problems can be identified and resolved quickly, your staff will have more time for other customers. Potential drawbacks of CRM There are several reasons why implementing a customer relationship management CRM solution might not have the desired results.

There could be a lack of commitment from people within the company to the implementation of a CRM solution.

customer focus and relationship management for seminar

Adapting to a customer-focused approach may require a cultural change. There is a danger that relationships with customers will break down somewhere along the line, unless everyone in the business is committed to viewing their operations from the customers' perspective. The result is customer dissatisfaction and eventual loss of revenue. Poor communication can prevent buy-in. In order to make CRM work, all the relevant people in your business must know what information you need and how to use it.

Weak leadership could cause problems for any CRM implementation plan. The onus is on management to lead by example and push for a customer focus on every project. If a proposed plan isn't right for your customers, don't do it.

Send your teams back to the drawing board to come up with a solution that will work. Trying to implement CRM as a complete solution in one go is a tempting but risky strategy. It is better to break your CRM project down into manageable pieces by setting up pilot programs and short-term milestones.

Consider starting with a pilot project that incorporates all the necessary departments and groups but is small and flexible enough to allow adjustments along the way. Don't underestimate how much data you will require, and make sure that you can expand your systems if necessary. You need to carefully consider what data is collected and stored to ensure that only useful data is kept. Avoid adopting rigid rules which cannot be changed.

Rules should be flexible to allow the needs of individual customers to be met.

customer focus and relationship management for seminar

Therefore it is vital to choose your supplier carefully. Making the wrong choice could be expensive and even jeopardise your business. Before implementing a solution based on CRM technology, you might want to ask any potential suppliers the following questions: How long has the supplier been established? What are the specific costs associated with the product, i. Does the supplier offer any form of evaluation software so that you can try before you buy?

How much is charged for technical support? A genuine CRM gets the data in a firm from distinct sources of data to give a single view of every customer in a genuine time. In the s, the database marketing evolved which aided bigger firms rather than the small firms. In the s, the customer relationship management was like a machine that helped in exchanging the information from both the sides; during the same time, it started various programs like getting the bonus points on credit cards.

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In the s, Internet helped to a larger extent in the expansion of customer relationship management. At present, expanding the business and making the business is genuinely a challenging thing and CRM plays an important role in overcoming those challenges and making the business successful. The CRM is capable of achieving the following things: It discovers the habits of customers like purchasing, preferences, and opinions.

It enhances the sale by effectively profiling the group of people and individual people in the market.

customer focus and relationship management for seminar

It transforms the operating way to enhance the marketing and service of the customer. Goals and Objectives of CRM: The goals and objectives of CRM are as follows: To run an efficient business The satisfaction of customers To generate better marketing campaigns The gaining of new and modern customers To boost the sales The benefits of CRM are as follows: The CRM advance the good communication channels.

It gathers the information related to the customers.

customer focus and relationship management for seminar

It makes the complete profiles with required details of every customer.