3.07 Understand the nature of customer relationship management

to show its contributions to a company

Performance Indicator: Discuss the nature of customer relationship management

Define the term customer relationship management (CRM) It is a strategic tool firms can use to leverage proprietary

information to identify cross-selling opportunities, new prospects, and potential conflicts of interest or independence issues. By developing a deeper understanding of your clients--their industries, markets and relationships--through CRM, your firm can gain a sustainable competitive advantage in challenging timesSource: http://www.allbusiness.com/company-activities-management/operations/11477600-1.html#ixzz1c5DbnOf1

Strategies, processes, and policies used by businesses to build, maintain, and maximize the long-term value of customer relationships Helps businesses to understand the respond to customers’ changing

needs Emphasizes positive meaningful, and long-term communication and

interaction with customers. Involves the collection of customer information to draw conclusions

about the customer’s needs and wants as well as predict the customer’s loyalty and value in the future

Explain goals of CRM To maximize the value and effectiveness of all

customer touch points (all the opportunities that businesses have to connect with customers and reinforce their brand value)

To provide outstanding service to customers To maximize customer satisfaction To attract and retain loyal customers To cultivate and maintain positive, profitable

relationships with customers To develop individualized relationships with

customers

CRM Goals continued To gather and tract information about

customer for use in business decision-making To understand customers and their needs so

that these needs can be fulfilled in a manner satisfactory to customers and businesses

To develop products that meet or exceed customer expectations

To increase business profit To develop a competitive advantage

Describe common CRM processes Campaign management (usually conducted by the

marketing dept.) Targeting prospective customers Distributing promotional materials to targeted prospects Tracking response to promotional materials Generating leads for sales

Sales management (sometimes divided into lead management, offer management, and contract management) Recording lead information Qualifying leads Prioritizing leads Contacting leads Making sales

Common processes continued Service management

Providing after-sales services, such as: Maintenance and repair services Warranties and guarantees

Retaining customers Complaint management

Receiving customer complaints Resolving customer problems Communicating customer complaints to the

organization Retaining customers

Discuss the use of customer information in CRM By gathering and organizing customer

information, a business can better determine and fulfill its customers’ needs and wants

Customer information is also used to identify the most profitable, loyal customers. After identifying these customers, the business may provide higher, better service to these customers to maintain their loyalty and increase their profitability

Describe the nature of customer relationships in today’s society Because customers now have so many

different choices in the marketplace, they have become more selective about them they do business with. When given the choice to do business with one of two businesses that sell nearly identical products at similar prices, customers often choose to purchase from the business that offers better customer service. As a result, customers’ expectations for customer service are highter

Describe the role of customer experience management (CEM) in CRM The business world has become increasingly focused

on the customer versus the product Many businesses have adopted customer-centric

attitudes and strategies Customer-centric strategy: a plan of action used by

businesses that shifts the focus from businesses and their products to customers and their needs

An important component of CRM is customer experience management (CEM) CEM: strategies, processes, and policies used by

businesses to meet or exceed customer expectation for service and to provide customers with outstanding experiences/interaction at every touch point throughout their business transactions

Explain the impact of organizational structure on CRM The organization should be structured so that

customers have “seamless”, easy interactions with the company.

To ensure that customer have “seamless” interactions with the company all customer information must be available in one location to all employees who require it (usually CRM technology)

Companies with superior CRM processes are much more likely to be organized according to customer segment or group.

Role of corporate culture in CRM For CRM to be successful, it must be supported

by the corporate culture (i.e., the values, beliefs, and encouraged behaviors in an organization)

Sr. Executives must believe and demonstrate that building and maintaining customer relationships is a corporate priority

Corporate values must be understood and embraced by all employees

Employee incentives, such as prizes and bonuses, can help ensure that employees embrace CRM strategies and processes

Also, employees must be given leeway to do what is necessary to satisfy customers

The importance of formulating a CRM strategy prior to implementing CRM processes and tools Each company should design a unique CRM strategy

that directly addresses its needs, organization, and customers

An important step in developing a CRM strategy is identifying the objectives/goals of the CRM program (e.g., to increase customer retention, to improve product offerings, etc.)

Before implementing CRM processes and tools, each company must determine which members of its organization will be involved in CRM so that these individuals can be trained

CRM technology and tools should be selected after determining the company’s CRM strategy, objectives, and program participants

The relationship of CRM and business process management CRM and business process management (BPM)

work together to satisfy customers BPM: A type of management that focuses on the

design and improvement of business processes (including FRM processes) to make them as efficient and effective as possible; strives to align business processes with customers’ needs and wants

BPM ensures that CRM processes meet the needs, wants, and expectations of customers, while CRM processes can gather customer information that can be used to ensure that business processes are designed with the end user – the customer-in mind

Describe the relationship of CRM and continuous improvement Continuous improvement: The activity of

regularly updating one’s processes for better efficiency

After developing a CRM strategy and implementing CRM processes, continuous improvement must occur to ensure that: Company values remain in line with the CRM

strategy CRM processes remain effective

Explain ways in which CRM can benefit a business Increased customer satisfaction and loyalty More customers and customer referrals Reduced costs Fewer complaints Lower employee stress levels Increased access to customer information (for

use in business decision-making) Long-term profitability

Performance Indicator: Explain the role of ethics in CRM

Definitions Consent: (v) to be of the same mind or opinion

(n) acceptance or approval of what is planned or done by another; acquiescence

Integrity: the quality of following rules, even if no one is around to enforce them. Integrity includes treating people fairly, applying rules consistently, and being unbiased and unprejudiced.

Describe the importance of trust in customer/business relationships Building Trust is the Key to Avoiding Ethical

Dilemmas Aesops Fables, two buddies (insurance salesperson and

client) are traveling together in the woods, when a bear rushes out in front of them. On instinct, the salesperson grabs a tree branch and climbs a tree, stranding the client. Ever resourceful, the client feigns death, knowing the bear won’t eat dead meat. After the bear sniffs close to the clients ear, it eventually leaves the area. As the sales person climbs down the tree, he laughingly asks the client: What did that big bad bear whisper? The client glares, then offers: He said, never trust a friend who deserts you in a pinch. http://ezinearticles.com/?Presenting-ETHICS---Elevating-Trust-Has-Inspired-Customer-Satisfaction&id=2307463

Discuss loyalty issues in customer/business relationships Developing and nurturing loyalty should be the marketer's

primary, day-to-day concern. Doing so increases the likelihood their brand can withstand economic turmoil, competitive threats, and reasonable price increases. Through in-store temporary price reductions or couponing,

consumers are told "we'll reduce your risk if you give us a try." The problem is that, just like the price relief itself, the consumers' commitment to the brand is temporary.

Another popular strategy among marketers with significant budgets is the development of catchy marketing phrases like "Just Do It" or "Oooops, I could have had a V8". This approach can be effective, until budgets are cut because another brand in the division is underperforming.

See the rest of the article @ http://chiefmarketer.com/crm/0106-customer-loyalty/

Describe ethical issues related to the collection of customer information Read about ethics in CRM @

http://www.ehow.com/info_8384284_ethical-issues-crm.html

http://www.securitymagazine.com/articles/81720-consumer-loyalty-programs-what-are-your-real-statistics- Read the Role of Loss Prevention Some areas of risk:

Employees scanning their own loyalty card Cards activated at the Point of Sale and scanned more

than 4 times a day Cards activated with no customer information

Situations in which employees/departments involved in CRM may be reluctant to share customer information

Ethical issues related to the sale of customer information to 3rd parties Data that can be purchased or rented from third

party vendors may include names, addresses, telephone numbers, mailing addresses, social security numbers, age information, health and medical data, and other personal or proprietary information information obtained for one purpose may be lawful,

but if utilized for another purpose, may be illegal. Consumer advocates want to give consumers the

option to have to affirmatively "opt-in", i.e., sign a consent form, to permit information to be conveyed to a third party

http://www.mmmlaw.com/media-room/publications/articles/legal-and-ethical-issues-in-obtaining-and-sharing-information1

FEDERAL TRADE COMMISSION FAIR INFORMATION PRACTICE PRINCIPLES TABLE 4-4 1. Notice/awareness (core principle).Web sites must disclose their

information practices before collecting data. Includes identification of collector;

uses of data; other recipients of data; nature of collection (active/inactive); voluntary or required status; consequences of refusal; and steps taken to protect confidentiality, integrity, and quality of the data.

2. Choice/consent (core principle). There must be a choice regime in place allowing consumers to choose how their information will be used for

secondary purposes other than supporting the transaction, including internal use and transfer to third parties.

3. Access/participation. Consumers should be able to review and contest the accuracy and completeness of data collected about them in a timely, inexpensive process.

4. Security. Data collectors must take responsible steps to assure that consumer information is accurate and secure from unauthorized use.

5. Enforcement. There must be in place a mechanism to enforce FIP principles. This can involve self-regulation, legislation giving consumers legal remedies for violations, or federal statutes and regulations.

http://www.prenhall.com/behindthebook/0132304619/pdf/laudon%20MIS10_CH-04%20FINAL.pdf

The impact of poor/unethical privacy practices on customer relationships

Performance Indicator: Describe the use of technology in CRM

Definitions Client intelligence – Cross-selling – encouraging a customer who

buys one product to buy a related or complementary product

Up-selling – the seller will provide opportunities for the customer to buy related products or services. For example, “Would you like fries with that?” “How about a nice apple pie?”

Relationship mapping - A mapping that describes how to persist a relationship (association, aggregation, or composition) between two or more objects. http://www.agiledata.org/essays/mappingObjects.html

Definitions continued Personalization – Creation of custom tailored

services(such as news pages on the web or specialized newsletters) that meet the individual customer’s particular needs or preferences

Segmentation – Subdivision of a population into segments with similar characteristics, such as age, education, income

Clustering - A group of the same or similar elements gathered or occurring closely together; a bunch

Difference between CRM technology and CRM CRM is a strategy (no, not software) to transform

your business to be customer, not product, focused. The CRM software is just a tool that helps the company carry out this strategy. Depending on its implementation, it can help your business identify who your customers are, what they need and anticipate what could want. It allows businesses to tailor offers to their current customers, building closer relationships that make them feel valuable.

Overall, CRM can make your company more efficient and customer-friendly to capture greater market share, increase customer loyalty, and attract more customers.

http://www.businessknowhow.com/marketing/crm.htm

Types of CRM tools CRM Applications –

Email focus Infusionsoft InTouch CRM

Social and collaborative focus Batchbook Kickapps Rapportive Gist

Sales focus Smartsheet Sales Pipeline SalesForce.com Sugar CRMhttp://smallbiztrends.com/2011/01/9-crm-apps-small-business.html

CRM tools continued

Databases Data Warehouses Uses

Customer information Employee information Create reports on

buying habits and trends

Track sales and create goals for the sales team

http://www.avidian.com/crm/crm-database.aspx

Data warehouse serves as the repository to collect and integrate the breadth of customer information found in operation systems as well as in external ones.

The data warehouse supports a complete view of the customers, including customer data from typical sources such as: transactional data, interaction data (solicitations, call centers), demographic and behavioral data and self-provided profile data

Data commonly stored in a CRM system Contact data – ability

to build stronger, longer lasting relationships with customers. Know what they “Like” on Facebook and who/what they’re following on Twitter in addition to their personal data

Demographic data – income, zip code, etc.

Transactional data - what, when, where, and how much a customer bought

Relationship data - allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling and upselling opportunities to target marketing strategies to competitive positioning tactics.

Types of CRM software approaches Operation CRM - provide support to front

office business processes such as sales personnel, marketing and service staff

Analytical CRM - Basically it evaluates the necessary customer data for a wide variety of reasons and purposes like:• Designing and accomplishing target marketing campaigns.• Designing and accomplish various campaigns i.e. cross selling, up selling and customer acquisition.• Identifying customer behaviors regarding products and services i.e. product development and pricing.• Management information system i.e. financial forecasting

Types of CRM software approaches continued Sales Intelligence CRM - It is known as a direct sales tool, which

is similar to Analytical CRM. Usually it has a variety of features like:• Cross-selling/Up-selling opportunities• Customer drift• Sales performance• Customer trends

Campaign Management – contains features of both Operational and Analytical, includes tracking, storing and analyzing campaign statistics

Collaborative CRM - Collaborative data management tools make company information available across the webhttp://www.ehow.com/list_6707950_types-crm-tools.html#ixzz1c5lkeLYd

Other tools include Customer Relationship CRM – identify the best current customers and

segments Simple CRM Social CRM – can create online ads and Twitter updateshttp://www.crmscorecard.com/types-of-crm.htm

CRM technology

BenefitsDrawbacks Data consolidation & analysis –

allows sales and customer services professionals comprehensive data

Customer identification & retention – providing personalized sales offerings

Cross-selling opportunities - offer personally tailored product offerings during the service transaction

Portability - resolve customer issues on site while using the information provided by CRM technology

Improved Forecasting - can identify both short- and long-term trends in customer activity

http://www.ehow.com/list_6529278_crm-technology-benefits.html

Record loss - company does not have control of the data. If there is an outage, information will be lost

Overhead – costs associated with running the software application

Training – takes away time from productivity

Increased vulnerability – if security is breached

http://www.ehow.com/list_6178037_disadvantages-crm-systems.html

How CRM technology can be used to create a “single view” of the customer

Importance of Cleansing – removing discrepancies and

inconsistencies in client/customer data. Helps to improve CRM data

Standardizing - information about the customer by recognizing, comparing, matching, and reconciling customer data across disparate systems according to predefined rules

Updating data – to view customer in “real-time”