Customer Relationship Management
CUSTOMER KNOWLEDGE
MANAGEMENT ( Hard Wiring)
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WHAT IS LISTENING TO CUSTOMER?
STEPS TO HARD WIRING
COMMON MISTAKES IN HARD WIRING.
ACTION POINTS FOR HARD WIRING.
CUSTOMER INTERACTION MODEL
Achieving customer satisfaction would be impossible without a well defined process for focusing the entire organisation on the customer….
Robert Schrandt,
Toyota
2011
CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
For Restricted Circulation only
1
WHAT SOME DO?
• Handful of organisations:
– Understand the customer’s true value
– Apply this knowledege consistently to create competitive advantage..
– Hardwire the customer’s voice into the company.
– Hardwiring yields a durable, fail proof communication channel. – Data collection is coordinated.
– Data collected is used to improve or change something in the company.
– Data collected is ensured that it does not go into ―Black
Hole‖.
2011
CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
For Restricted Circulation only
2
WHAT IS LISTENING TO
CUSTOMER?
• Voice of the customer needs to be ―Hard Wired‖
• Who is the customer?>>>>lost customer or prospectpotential and competitor’s.
• Understand what customers value.
• Coordinated effort in information collection
• Commitment to listen to customers.
• Use the information collected to improve processes etc.
• Precisely Craft a durable customer- company connection.
• A systematic ability to solicit, hear and act on customer needs. • HOW….LET US SEE THE STEPS….
2011
CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
For Restricted Circulation only
3
STEP I:CREATE A LISTENING
STRATEGY
• You have to be ―intentional‖ about listening and why you want to listen.
– What products & services matter most to the customer?
– How well are we doing in delivering relative to expectations and competitors?
– What do we find to be missing?
• Tune into the data you already have!!!
• Be open to the ―incoming‖ and the ―informal‖
MANAGEMENT ( Hard Wiring)
•
•
•
•
•
WHAT IS LISTENING TO CUSTOMER?
STEPS TO HARD WIRING
COMMON MISTAKES IN HARD WIRING.
ACTION POINTS FOR HARD WIRING.
CUSTOMER INTERACTION MODEL
Achieving customer satisfaction would be impossible without a well defined process for focusing the entire organisation on the customer….
Robert Schrandt,
Toyota
2011
CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
For Restricted Circulation only
1
WHAT SOME DO?
• Handful of organisations:
– Understand the customer’s true value
– Apply this knowledege consistently to create competitive advantage..
– Hardwire the customer’s voice into the company.
– Hardwiring yields a durable, fail proof communication channel. – Data collection is coordinated.
– Data collected is used to improve or change something in the company.
– Data collected is ensured that it does not go into ―Black
Hole‖.
2011
CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
For Restricted Circulation only
2
WHAT IS LISTENING TO
CUSTOMER?
• Voice of the customer needs to be ―Hard Wired‖
• Who is the customer?>>>>lost customer or prospectpotential and competitor’s.
• Understand what customers value.
• Coordinated effort in information collection
• Commitment to listen to customers.
• Use the information collected to improve processes etc.
• Precisely Craft a durable customer- company connection.
• A systematic ability to solicit, hear and act on customer needs. • HOW….LET US SEE THE STEPS….
2011
CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
For Restricted Circulation only
3
STEP I:CREATE A LISTENING
STRATEGY
• You have to be ―intentional‖ about listening and why you want to listen.
– What products & services matter most to the customer?
– How well are we doing in delivering relative to expectations and competitors?
– What do we find to be missing?
• Tune into the data you already have!!!
• Be open to the ―incoming‖ and the ―informal‖