Crm for Service Provider

Customer Relationship Management for Service Provider

MKTG 595D: Independent Study
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Author:

San Bernardino, June 16th 2009

Table of contents

1. Specials of service products…………………………………………… -   3 -
2. Managing customer relations………………………………………….. -   4 -
a. The customer’s impact…………..……...……………………………….. -   4 -
b. The way to CRM................................................................…............... -   4 -
3. Components of CRM…..…………………………………………………. -   8 -
4. Architecture of CRM…………………………………………………….... -   9 -
a. Operational CRM...........................................................................…... -   9 -
b. Analytical CRM ……………………….…………………………………… - 11 -
c. Collaborative CRM.........................................................................…... - 11 -
d. Strategic CRM...........…........................................................................ - 12 -
e. Staff requirements...…......................................................................... - 14 -
5. Additional tool: The Balanced Scorecard….…………………………. - 15 -
6. Conclusion/ Results of CRM…………………………………………….. - 16 -
7. List of references………………………………………………………….. - 17 -
8. Declaration…………………………………………………………………. - 18 -

1. Specials of Service Products
    To learn about the relevance of the customer relationship in service marketing first we have to learn about what service means. We see and consume a lot of different services in our daily life. Services include transportation, computer software or justice. But what is the difference between services and other products? Let us take a look on the following graph:

 Graph 1:  Own illustration based on: Systematic of Goods (Corsten, 1997, page 20)
    As essential criteria of services Corsten mentions:
      • Immateriality and
      • Concurrency of production of service and its consumption, that results   from integration of the external factor.

The external factor in producing... [continues]

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