CRM: customer relationship management (seamless customer experience, 360 degree view of the customer)
Identify – Differentiate – Interact – Customize
Foundations of CRM:
- marketing
- sales force automation
- customer service
Transactional marketing: is centered around products and single economic exchages
relational marketing: focus shifts to customers and their relationships cycles with the organization.
Customer Service
Customer service evolution:
- live customer service, e.g. telephone call centers
- web-enabled customer service: with live assistance, automated
- anticipatory customer service: before the customer even asks , perhaps even before the customer is aware of needing it, the aim is to prevent problems, not just resolve them once they occur. (rules-based automation, push technology that allows preselected data to be distributed to the user’s computer at the preselected time intervals.)
Pillars of strategic customer care:
Stage 1: profiling customers
Stage 2: Segmenting customers, understanding customers’ specific needs
Stage 3: investing in technology that delivers solutions, a\managing customers in a consistent manner