Download - Session CRM Overview
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Gopalan Narasimhan(GN)
[email protected] Ph 9845025586
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Gra,ing pproach♦ ssignm n!s 70<
♦ #lass Par!icipa!ion an, a!! n,anc 70<
♦ %i,=! rm >ui? an, En, 3 rm >ui? 70<
♦ 3 am Pr s n!a!ion 70<
♦ inal n,i+i,ual Pr s n!a!ion 70<
♦ En,=! rm Exam 50<
♦ 3 am Pr s n!a!ion—
#$% 3ool in N r as & #A m#$% nal !ics (#us!om r %ar1 !ing al s #hann l)— - s! Prac!ic s
♦ inal n,i+i,ual Pr s n!a!ion— BniCu Prac!ic a compan Em rging #$% !r n, DD
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g n,a
♦ #us!om r— ho is !h #us!om r"— ha! is #us!om r # n!rici!
♦ #$%— ha! is #$%" = #onc p! an, ' * c!i+ s—
#us!om r Falu #onc p!— E+olu!ion an, Gro !h o #$%— !ra! gic #$%— #ompon n!s o #$%— 3 p s o #$%— ri+ rs or #$%— -usin ss - n /!s o #$%
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ho is!h
#us!om r"
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ho is 3h #us!om r
#an ou com !o asingl cons nsusans r"#an ou in! gra!an, r concil !hrol s r la!ionshipso ,iH r n! po! n!ial#us!om rs"
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ho is !h #us!om r or our #ompan "
Pharma#ompan
• Pa!i n!"• Ph sician"• Iospi!al"• nsuranc#ompan "
• ruggis!"
%#G • #onsum r"
• $ !ail r"
3 lco • "
• "
- • "
• "
3 • "
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Pro,uc! or #us!om r or DD. ha!"
Pro,uc!# n!rici! "
#us!om r# n!rici! "
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#us!om r or Pro,uc! # n!ric" 'r D."
♦ almar!♦ ppl
♦ -%
♦ 3 sco
♦ !ar uc1s
♦ ma?on
♦ Nor,s!rom
♦ Jappos
♦ $ lianc♦ lip1ar!
♦ # # -an1
♦ #oH a
♦ Googl
♦ amsung
♦ %icroso !
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hich /rms ar #us!om r # n!ric"♦ almar!
— o s no! 1no an o i!s #us!om rs unli1 3 sco— No P— Bn, rs!an, cus!om rs in G n ric mann r an, no! in granular
a— Folum ocus— Pro,uc! c n!ric & xc ll n! a! op ra!ional Kci nc— nno+a!ion & can an, go
♦ ppl— %ar1 ! r s arch ocus— gm n!a!ion approach— Pro,uc! inno+a!ion—
%a*or ini!ia!i+ on LY# g G nius
♦ !ar uc1s— #us!om r c n!ric a! local l + l— No! across coun!ri s or ci!i s
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3ru #us!om r # n!rici!
, n!i You (#us!om r) ll
Lno ou ll
Falu our $ la!ionship
3rus! , ,+is r
%a1 r comm n,a!ions !ha! ar righ!or ou
cross !h compan & cross s!or schann ls , par!m n!s D onlin an,oMin DDDD.
Go on, D.. 3o m ! our n ,san, , ligh! ou
-% 3 sco
almar!ppl!ar uc1sma?on
Nor,s!rom
Jappos$ lianclip1ar!# # -an1
#oH aGoogl
amsung%icroso !
r !h s compani s#us!om r # n!ric"
ppl !h ar,s!ic1s an,ch c1
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3rul #us!om r # n!ric"
♦ Nor,s!rom
Gr a! in #us!om r # n!rici!
-B3DDDD..
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houl, go all ou!!o a #us!om r# n!ric irm"
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♦ l c! s ! o#us!om rs
♦ u!ur n ,s =
ong ! rmp rsp c!i+
♦ ligning
compan s
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♦ Io ,o ou r ar, aal s P rson"
♦ al s $ + nu OOO♦ N #us!om r acCuisi!ion
ocus o al s P rsons♦ #urr n! = u!ur "♦ hor! ! rm = ong ! rm"♦ >uo!a +s. # 3"♦ Falu +s. 3arg !s"♦ #los +s. $ la!ionship"
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Sales Incentives♦ ong ! rm +alu cr a! ,
al sp rson
♦ !r ng!h ning an,, p ning !h$ la!ionships
♦ G !!ing N$ la!ionships i!h 3F
Challenges
♦ ci n!i/c %o, ls an,
ram or1♦ a!a♦ ai!h in p opl
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i+ing in a #us!om r # n!ric orl,
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L >u s!ions on #us!om r # n!rici!
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# us!om r $ la!ionship %anag m n!Principl s #onc p!s an, ' * c!i+ s
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Agenda – Session 1
#$% #onc p! unc!ions an,' * c!i+ s
#us!om r Falu #onc p!
E+olu!ion an, Gro !h o #$%
!ra! gic #$%
#ompon n!s o #$%
3 p s o #$%
ri+ rs or #$%
-usin ss - n /!s o #$%
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ha! is #$%
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#$%
Pro/!a l #us!om r $ la!ionships+ lop an,%ain!ain
$ + nu Pro/!a ili! #= a!'p!imi? s
P opl
• #= ocus#ul!ur
-usin ss
Proc ss s• #=# n!ric
s! ms an,
3ools• #F #=
nsigh!n! rac!ion
BniCu #us!om r Exp ri nc #us!om ro al!Ena l #us!om r ucc ss
%aximi? #us!om r 3F all ! har
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#$% omain♦ %ar1 !ing
♦ al s orc %anag m n!
♦ #us!om r r+ic an, uppor!
♦ #us!om r $ la!ionships
♦ #us!om r Exp ri nc an, Expr ssion
#$%0al sGorc .com
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#$% omain♦ %ar1 !ing
♦ al s orc %anag m n!
♦ #us!om r r+ic an, uppor!
♦ #us!om r $ la!ionships
♦ #us!om r Exp ri nc an, Expr ssion
#$%0al sGorc .com
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#$% unc!ions
♦ Proc ss u!oma!ion & al s %ar1 !ing an, #
♦ ncr asing Kci nc an, H c!i+ n ss in al s %ar1 !ingan, #
♦ #us!om r nsigh! n! llig nc
♦ #us!om r pro/ling s gm n!ing !arg !ing P rsonali?ingcampaigns an, #
♦ %anaging #us!om r $ la!ionships across mul!ipl chann ls
♦Pr s n!ing singl ac or organi?a!ion !o #us!om rs
♦ #us!om r Exp ri nc %anag m n!
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#$% ' * c!i+ s
♦ Expan, #us!om r -as
♦ mpro+ , #us!om r $ la!ionships an, #= a! !hru , p n ,#=$ la!ionships
— mpro+ , #us!om r 3F
♦ , n!i ing pro/!a l an, unpro/!a l cus!om rs
♦ $ ,ucing cos! !o s r+ cus!om rs
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ha! is #$%
♦ ha! is #$%"— o ! ar " 3 chnolog " -usin ss ar a or prac!ic "
♦ #$% s!ar!s i!h #us!om r
♦ #$% is a -usin ss !ra! g & #us!om r is !h # n!r o !h-usin ss En! rpris
♦ -usin ss Proc ss s !o c n!r aroun, acCuiring nur!uring an,n /!!ing cus!om r r la!ionships & o+ r a long p rio,
♦ #us!om r s!ra! g aim , !o incr as #us!om r lo al! an,
compan /nanc s o+ r !im♦ lignm n! o p opl usin ss proc ss s an, s s! ms
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ha! is #$%
♦ %anag m n! o mu!uall n /cial r la!ionships rom !hs ll r s p rsp c!i+
♦ 3h proc ss !ha! i, n!i/ s cus!om rs cr a! s cus!om r1no l ,g uil,s cus!om r r la!ionships an, shap scus!om rs p rc p!ions o !h /rm an, i!s pro,uc!s solu!ions
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ha! is #$%
♦ compr h nsi+ s!ra! g an, proc ss o acCuiringr !aining an, par!n ring i!h s l c!i+ cus!om rs !o cr a!sup rior +alu or !h compan an, !h cus!om r
♦ #$% aligns usin ss proc ss s i!h cus!om r s!ra! gi s !ouil, cus!om r lo al! an, incr as pro/!s o+ r !im
♦ #$% allo s compani s !o ga!h r cus!om r ,a!a s i !li, n!i !h mos! +alua l cus!om rs o+ r !im an, incr ascus!om r lo al! pro+i,ing cus!omi? , pro,uc!s an,s r+ic s
♦ s s! ma!ic proc ss !o manag cus!om r r la!ionshipini!ia!ion main! nanc an, ! rmina!ion across all cus!om r
con!ac! poin!s in or, r !o maximi? !h +alu o !hr la!ionship por! olio
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ha! is #$%
♦ ll a ou! Lno ing #us!om rs— Ga!h ring an, nal ?ing in orma!ion an, c!ing as , on !h
anal sis— 3o maximi? !h #us!om r i !im +alu !o !h compan
♦ 'n =on='n $ la!ionship
♦ n! rac!ion proc ss an, no! !ransac!ions
♦ $ la!ionship c n!ric an, no! !ransac!ion c n!ric nor pro,uc!or sal c n!ric approach
♦Falu a,, , ac!i+i! !hru mu!ual in! r=, p n, nc
♦ #olla ora!i+ approach
♦ ong ! rm approach
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ho n ,s #$%"
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#$% Falu -usin ss omain
#us!om r N ,s
Bni orm Iighl
# u s ! o m r F a
l u a
! i o n s
B n
i G o r m
I i g h l .
5 i H r n
! i a !
,
• irlin s• Pac1ag ,Goo,s%ar1 !
• Pharmaci s• 3 s! ms
• Gas s!a!ions • -oo1s!or s
ourc.7!o7.com
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ho can us #$%
♦ incos an, 3 lcos— Ga!h r hug cus!om r ,a!a
♦ -2- & - !! r pro,uc!i+i! 'p ra!ionsl Kci nc #%
♦ ho n /!s l ssD— o 3F o #us!om r— -usin ss i!h hug churn an, lo lo al!— oca!ion cri!ical usin ss— #us!om rs no! in con!ac! i!h mar1 !ing usin ss
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#$% Fision an, !ra! g
#us!om r ECui! #us!om r Faluan,#us!om r Exp ri nc
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#$% Fision
♦ #ompan #ul!ur N #ompan P rsonali! & in #us!om rocus
♦ Emplo s & ha! !o , li+ r !o cus!om rs
♦ #us!om rs = ha! !o xp c! rom a compan
♦ Fision mo!i+a! s s!aH 1 ps !h ocus across all !horgani?a!ional ac!i+i!i s
#$% Fi i
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#$% Fision#ompan #ul!ur N #ompan P rsonali!♦ ma?on s +ision is !o ar!h s mos! cus!om r c n!ric compan Q !o
uil, a plac h r p opl can com !o /n, an, ,isco+ r an !hing!h migh! an! !o u onlin .
♦ ac oo1 s mission is !o gi+ p opl !h po r !o shar an, ma1!h orl, mor op n an, conn c! ,.
♦ %icroso ! Fision !a! m n! #r a! xp ri nc s !ha! com in !hmagic o so ! ar i!h !h po r o n! rn ! s r+ic s across a orl,o , +ic s.
♦ 3o o!a Fision !a! m n! 3o sus!ain pro/!a l gro !h pro+i,ing !hs! cus!om r xp ri nc an, , al r suppor!.
♦ Proc!or R Gam l (PRG) Fision !a! m n! 3o pro+i, ran, ,
pro,uc!s an, s r+ic s o sup rior Cuali! an, +alu !ha! impro+ !hli+ s o !h orl, s consum rs
♦ ppl Fision !a! m n! ppl is commi!! , !o ringing !h s!p rsonal compu!ing xp ri nc !o s!u, n!s ,uca!ors cr a!i+pro ssionals an, consum rs aroun, !h orl, !hrough i!s inno+a!i+har, ar so ! ar an, n! rn ! oH rings.
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Jappos L ps li+ ring Iappin ss
♦ S'n an gi+ n ,a T5 p rc n! o our or, rs ar rom r p a!cus!om rs so Ur no! as , p n, n! on mar1 !ing an,!r ing !o g ! n cus!om rs V
♦ S'ur hol philosoph is !o !a1 mos! o ha! oul, ha+sp n! on pai, a,+ r!ising or pai, mar1 !ing an, in+ s! i!ins! a, in cus!om r s r+ic . 3h n l ! our cus!om rs ,o!h mar1 !ing or us !hrough or, o mou!h.S
Jappos #E' 3on Isi h.
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#us!om r !ra! g
♦ %ar1 !ing +olu!ion— Pro,uc! # n!ric al s # n!ric
#us!om r c n!ric
♦ #us!om r c n!rici!— #us!om r ocus gm n!a!ion
3arg ! mar1 !ing $ la!ionshipmar1 !ing
♦ #us!om r s!ra! g , /n shich #us!om rs !o /n, an,
1 p
♦ -usin ss prac!ic s (pro,uc!smar1 !ing an, s r+ic s) aroun,#us!om r s gm n!s
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#us!om r ECui!
♦ #us!om r ECui!—
Falu ECui! & #us!om r s p rc p!ion o +alu o pro,uc! & pric Cuali!con+ ni nc asp c!s
— -ran, ECui! & mag asp c!s— $ la!ionship ECui! & #us!om r s p rc p!ion o !h r la!ionship i!h !h
#ompan
♦ #us!om r a!is ac!ion #us!om r o al! #us!om r ucc ss
♦ #us!om r Exp ri nc
♦ #us!om r i !im Falu
♦ 'p!imi?ing #us!om r Exp ri nc—
3angi l Pro,uc!s 4Ps— r+ic s oH r ,— Falu proposi!ion— n! rac!ions— mag an, p rc p!ions
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#us!om r ECui!
♦ #us!om r Falu— Pr s n! Falu u!ur Falu— $ + nu Pro/!s an, %argins— !ra! gic +alu o r la!ionship— $ rrals $ comm n,a!ions
♦ #us!om r Falu Proposi!ion (#FP)— ha! !h #us!om rs +alu— ha! !h compan sa s i! oH rs !o i!s #us!om rs— ha! !h #ompan ac!uall oH rs !o i!s #us!om rs
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#us!om r Falu
♦ #os! o cCuisi!ion o a N #us!om r +s. #os! o $ ! n!iono an Exis!ing #us!om r
♦ #os! o N -usin ss +s. #os! o $ p a! -usin ss
♦ #us!om r o al!— s !h #us!om r sa!is/ ," P r ormanc +s. Exp c!a!ions— s !h #us!om r li1 l !o u !o u rom !h #ompan in u!ur "— s !h #us!om r illing !o r comm n, !h #ompan !o o!h r
#us!om rs Prosp c!s"%ar1 ! har
%ar1 ! har +s. all ! shar
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E+olu!ion an, Gro !ho#$%
$
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E+olu!ion o #$%
♦ 3ransac!ion c n!ric mar1 !ing !o #us!om r r la!ionshipc n!ric mar1 !ing
♦ lling !o $ la!ionship
♦ hor! ! rm !o ong ! rm
♦ Pro,uc! c n!ric approach !o #us!om r c n!ric approach
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ourc.m rc rlal.com
E$P an #$% n! gra!ion
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E$P an, #$% n! gra!ion
#$% E l !i
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#$% E+olu!ion
♦ irs! G n— # Q unc!ional approachQ 'p ra!ional Kci nc Proc ss
au!oma!ion
♦ con, G n— #us!om r acing ron! n, approachQ :60 , gr cus!om r +i
o all ac!i+i!i s (pr =sal s sal s pos!=sal s)
♦ 3hir, G n— n! gra! , pproach ( o ron! oKc s s! ms an, n, i!h ac1
n, s s! ms)
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!ra! gic #$%
an, o!h r 3 p s o #$%
E ! i i ! ! i #$%
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En! rpris = i, !ra! gic #$%
#$% =unc!ionalor'p ra!ional + l
#$% a!#us!om r
acing+ l
#$% &
En! rpris= i,
! ! i #$% # !
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!ra! gic #$% = #ompon n!s
#ompan s#us!om r+ision an,
ocus
#ompan =i,
#us!om rocus
(#ompan!aH)
-usin ssPrac!ic s
an,Proc ss salignm n!
an,in! gra!ion
!o m !#us!om r
n ,s
s! msan,
3 chnologalignm n!
an,in! gra!ion
n! gra! ,approach !o
#$%mpl m n!a!ion &
s! msP opl an,Proc ss s
3 p s o #$%
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3 p s o #$%
!ra! gic #$%
En! rpris #$%
nal !ical #$%
'p ra!ional #$%
unc!ional #$%
c#$% m#$% P$% $%
ocial #$%
' !i l #$% l !i l #$%
http://www.mercerlal.com/
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'p ra!ional #$% an, nal !ical #$%
♦ 'p ra!ional #$%—
Proc ss au!oma!ion r la! , !o #us!om r in! r acing unc!ionsli1 ron! oKc sal s s r+ic an, mar1 !ing r pr s n!a!i+ .
— #us!om r in! rac!ions ar cap!ur , in s s! m !o na l asacc ss
♦ nal !ical #$%— nal sis o #us!om r a!a or , cision ma1ing op!imi?ing
mar1 !ing H c!i+ n ss cus!om r r ! n!ion ha+ioral anal sis
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h #$%s! m"
h r o ou 1 p our #on!ac! a!a"
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h r ,o ou 1 p our #on!ac! ,a!a"
♦ Phon oo1
♦ $olo, x
♦ Phon
♦ ap!op P#— % 'u!loo1 Googl Exc l !c.
♦ % 'u!loo1 or Googl or D. & con!ac!s mailsappoin!m n!s #al n,ar !as1s D
h #$%
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h #$%
♦ 3hin1 o our -usin ss Proc ss
♦ %a or ma no! au!oma! ,— Io prosp c!s ar alloca! , !o sal s r ps"— %1!g ac!i+i!i s !o g n ra! l a,s or con+ r! l a,s in!o cus!om rs
+i :60
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gr
ourc.sourc ,g .com
ourc.1 conc p!s.com.
au
#us!om r !ag o $ la!ionship
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#us!om r !ag o $ la!ionship
usp c!
a,
Prosp c!
>uali/ ,prosp c!
>uo!
'r, r
r+ic
$ purchas
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#$% #ompon n!s
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ucc ss ul #$% plo m n!
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ucc ss ul #$% plo m n!
♦ /n our #us!om rs
♦ + lop #us!om r !ra! gi s
♦ l c! a sui!a l #$%
♦ % asur #$% n /!s
♦ lign usin ss prac!ic s i!h s s! m
♦ %anag chang
♦ P opl & s s! m & proc ss lignm n!
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ourc IP
http://www.keyconcepts.com.au/http://www.keyconcepts.com.au/http://www.sourceedge.com/
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#$% ri+ rs
-usin ss ri+ rs
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usin ss ri+ rs
#us!om r, man,s an,gro ing #us!om r
,i+ rsi! & Faluconsciousn ss
n!ol ranc orlo s r+ic l + ls
cr as in
lo al! mul!i=!as1ing (!imscarci! )
#omp !i!ionmargin pr ssur
Iigh cos! oacCuiring n
#us!om rs
3 chnologap!i!u, an,
n orma!iona+aila ili!
n! rn ! 3 chnolog
ocial N ! or1s
#ommunica!ionchann ls
#onsum r - ha+ior
3im shi !ing
Plac shi !ing
hi ! is Iapp ningW
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hi ! is Iapp ningW
♦ 3F n! rn !
♦ imi! , in o n orma!ion , mocrac
♦ n o on a Xo +i $ +i s comm n!s ran1ing ra!ing
♦ #on!rol rom #ompan #us!om r
♦ ingl chann l %ul!ipl chann ls
♦ Passi+ cus!om rs c!i+ cus!om rs
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ssignm n! 7 & #$% 707
Who is the Customer?With the example of one or two Customer centric rms, explainthe wa the rm has de ned the Customer and what strategiesthe adopt to !e trul Customer centric"
Contents
#ame of the $irm
Customer %e nition for the $irm
Customer Centricit Strategies
Challenges $aced and how the overcome these challenges
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ssignm n! 2
Customer &xperience
'ist and explain with two examples of companies thatfocus on innovative wa s to delight the Customers andcreate memora!le Customer experiences"
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