CUSTOMER RELATION MANAGEMENT MSc (CR)DR. K K RAHEJA
Slide 2
WHAT WE WILL LEARN? CUSTOMER CENTRIC APPROACH CUSTOMER
SATISFACTION, VALUE,LOYALTY VALUE CONCEPT CUSTOMER PERCEIVED VALUE
(CPV) TOTAL CUSTOMER COST/TOTAL CUSTOMER VALUE VALUE PROPOSITION
TOTAL CUSTOMER SATISFACTION MEASUREMENT TOOLS FOR SATISFACTION
QUALITY/ TQM CRM
Slide 3
UNDERSTANDING BUSINESS A CUSTOMER IS NOT AN OUTSIDER TO OUR
BUSINESS .HE IS A DEFINITE PART OF IT. A CUSTOMER IS NOT AN
INTERRUPTION OF OUR WORK. HE IS THE PURPOSE OF IT. A CUSTOMER IS
DOING US A FAVOUR BY LETTING US SERVE HIM. WE ARE NOT DOING ANY
FAVOUR TO HIM. A CUSTOMER IS NOT A COLD STATISTIC. HE IS A FLESH
AND BLOOD HUMAN BEING WITH FEELINGS
Slide 4
A CUSTOMER IS NOT SOMEONE TO ARGUE OR MATCH WITS WITH. HE
DESERVES COURTEOUS AND ATTENTIVE TREATMENT A CUSTOMER IS NOT
DEPENDENT ON US. WE ARE DEPENDENT ON HIM. A CUSTOMER BRINGS US HIS
WANTS. IT IS OUR JOB TO HANDLE THEM PROPERLY AND PROFITABLY- BOTH
TO HIM AS WELL AS US A CUSTOMER MAKES IT POSSIBLE TO PAY US OUR
SALARY. A CUSTOMER IS THE MOST IMPORTANT PERSON IN OUR BUSINESS.
MKG
Slide 5
3M company claims that two thirds of its product improvement
ideas come from listening to customers
Slide 6
CUSTOMER CENTRIC APPROACH Moving from sale & product
philosophy to Marketing philosophy a better chance to the company
to outperform the competitors Corner stone of a well conceived
marketing orientation is strong Customer Relationship Connect with
customers informing, engaging, energizing them in the process MAKE
THE CUSTOMERS THE CENTRE OF YOUR CULTURE John chambers CEO Cisco
systems
Slide 7
TRADITIONAL ORG CHART TOP MANAGEMENT MIDDLE MANAGEMENT FRONT
LINE PEOPLE CUSTOMERS
Slide 8
ADDING VALUE TO CUSTOMERS HDFC Bank/ other private banks were
the first to offer on-line real time banking across all channels
such as ATMs, Internet Banking, mobile banking Many new value added
services- collecting and delivering DDs, checks from customers
premises, at par check facilities Technological conveniences +
modern, classy, efficient branch banking environment created a
paradigm shift in quality of customer experience in the banking
sector
Slide 9
BUILDING CUSTOMER VALUE, SATISFACTION & LOYALTY Successful
marketers are the ones who add superior value to their customers.
E-bay epitomises the New World Order With rise of technology,
customer expect more than connect, more than satisfy and more than
delight
Slide 10
MODERN CUSTOMER ORIENTED ORG CHART CUSTOMER FRONT LINE PEOPLE
MIDDLE MANAGEMENT TOP MANAGEMENT CUSTMERCUSTMER
CUSTOMERCUSTOMER
Slide 11
CUSTOMER PERCEIVED VALUE (CPV) Customers tend to be value
maximisers, within the bounds of search costs, and limited
knowledge, mobility and income difference between prospective
customers evaluation of all benefits and all costs of an offering
and perceived alternatives TOTAL CUSTOMER VALUE- perceived monetary
value of bundle of economic, functional, and psychological benefits
customers expect from a given market offering.
Slide 12
The real price of anything is toil & trouble of acquiring
it Adam Smith TOTAL CUSTOMER COST- the bundle of costs, customers
expect to incur in evaluating, obtaining, using and disposing of
the given market offering including monetary, time, energy, and
psychic costs V1:V2 choose V1 if ratio is >1/ V2 if
