crm unit ii internal customers 33
DESCRIPTION
TRANSCRIPT
C R M Unit II
UNDERSTANDING & DEFINING THE INTERNAL
CUSTOMER
HOLISTIC MARKETING
INTERNAL MARKETING
Marketing Department
Senior management
Other Departments
HOLISTIC MARKETING
INTEGRATEDMARKETING
Communications Products & Services
Channels
HOLISTIC MARKETINGINTERACTIVE MARKETING
UNDERLYING CUSTOMER STRATEGY START UP GROWTH MATURITY DECLINE
Create awareness and generate quick product up take
Penetrate deeper into existing segments and create new ones
Focus on efficiently serving and retaining existing customers
Emphasize efficiency, protect critical customer relationships, exit unprofitable segments
HOLISTIC MARKETING
PERFORMANCE MARKETING
Lega
l
Cust
omer
Equ
ity
Sale
s Re
venu
e
Com
mun
ity
Envi
ronm
ent
Ethi
cs
HOLISTIC MARKETINGCOMPANY
EMPLOYEES CUSTOMERS
INTE
RNAL M
ARKET
ING EXTERNAL M
ARKETING
INTERACTIVE MARKETING
HOLISTIC MARKETING
RELATIONSHIP MARKETING
Customers Channel Partners
RELATIONSHIP LOGICCUSTOMER LOYALTY
EMPLOYEE LOYALTY
SERVICE QUALITY
CUSTOMER RETENTION
BOUNDARY SPANNERS
EXTERNAL ENVIRONMENT
INTERNAL ENVIRONMENT
SERVICE SUPPORT
CUSTOMERS
CONFLICT SOURCES
• Person Vs. Role• Firm Vs. Client• Inter Client
EMPLOYEE INVOLVEMENT
Highly intelligent people often perform worse
when working together
COMMON TEAM GOALS
INCREASE SALES
DESIGN PRODUCTS
RECRUIT WELL
REDUCE COSTS
MAXIMIZE INVESTMENTS
MAINTAIN OFFICES
ADVERTISE PRODUCTS
EFFICIENT ADMINISTRATION
TEAM BUILDING STAGES
1. Clarify goals2. Identify barriers3. Remove barriers
NATURE OF TEAM BUILDING
TYPE SCALE CHANGEINDIVIDUAL 1 Person SKILLS & PERCEPTION
SMALL 2 – 12 Persons PEOPLE RELATIONSHIP
ISLAND 2 Or More Teams
TEAM RELATIONSHIP
ORGNZATN 15+ Persons CULTURE
PRE ACTION TEAM BUILDING
1. Goal Setting2. Role Setting3. Procedures4. Relationships
10%
TECHNICAL
90% PSYCHOLOGICAL
EMPLOYEE INVOLVEMENT
…..sharing power & decision making
authority…..
EMPOWERMENT STEPS
1. Mindset of respect & trust2. Review activities3. Transfer authority4. Transfer responsibility5. Train6. Use extrinsic rewards7. Monitor
EMPOWERMENT TRAINING
• Listen before using power• Speak customer’s language• Provide a “fair” solution
(a) distributive fairness(B) procedural fairness
• Resolution speed• Clear instructions
EMPOWERMENT BENEFITS
• Quicker on line responses to needs• Quicker on line responses to complaints• Customer delight is employee ownership• Snowball effect on performance• Improved word-of-mouth
EMPOWERMENT COSTS
• Higher investment on selection and training
• Higher labor costs• Slower service delivery
EMPOWERMENT PITFALLS
• Clearly defined authority / behavior • Benefits may not justify costs• Empowerment degree is culture sensitive• Ill mannered, poorly groomed, ignorant
employees with power to decide
INCENTIVIZING ADVANTAGES
• Increases confidence and self respect• Better chance to serve• Immediate service recovery• Higher commitment level
INCENTIVIZING DISADVANTAGES
• Non selling activities ignored• Slow moving ignored• Low commission items ignored• Customer service quality can reduce• Employee loyalty not developed
FOUR H R STRATEGIES
1. HIRE THE RIGHT PEOPLE
• Compete for the best• Be the preferred employer• Hire for service inclination• Hire for service competency
2. DEVELOP PEOPLE
• Train for technical / interactive skills• Empower• Promote teamwork
3. PROVIDE SUPPORT SYSTEMS
1. Measure quality of internal service2. Provide technology & equipment3. Develop internal processes
4. RETAIN THE BEST
• Include employees in vision• Treat employees as customers• Measure service performers• Reward strong performers
HANDLING COMPLAINTS
One of the few problems that can be prepared for in advance
BY WHOM?
• By the counter salesperson• Not by a separate complaint cell• Salesperson has information• Salesperson needs experience
FACING COMPLAINTS
• Expectation of fairness, courtesy and consideration
• Reassurance of customer faith in company• Allow customer to talk out• Use complaints to strengthen relationship
PREVENTING COMPLAINTS
1. Product / customer knowledge2. Mutual agreement on expectations, belief
and performance3. Detailed description of company routine and
policies4. Keep promises