CRMT Session4
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Transcript of CRMT Session4
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CUSTOMER
RELATIONSHIPMANAGEMENT
Session IV
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Reason to adopt CRMStrategy
Rising Customer Expectations
Afordable Technological Advances
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CRM Strategy
Operational Excellence – ProductLeadership – Customer ntimac!
Context –
nternal
External
"
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Reations"ipOrientation
&ission
Culture
#tructure People
Communication ' n$ormation
#!stems
(
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C$sto!isation 4iferent $orms o$ customisation
Customer share replacing mar1et share
5uilding 6 customer at a time Adversarial – Collaborative
4iferentiating customers7 not products
Lasting value o$ customers7 not
products
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C$sto!er %o&$s
The diferent stages o$ Coordination
Cooperation
Capabilit!
Connection
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Prod$&t to C$sto!erCentri&
ssues – structure7 culture7 processes7
:nancial metrics
The path – leadership commitment/
organi*ational realignment/ s!stems '
process support/ revised metrics/
continuous improvement
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C$sto!er Centri&ity
6