Customer Relationship Management

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CUSTOMER KNOWLEDGE
MANAGEMENT ( Hard Wiring)






WHAT IS LISTENING TO CUSTOMER?
STEPS TO HARD WIRING
COMMON MISTAKES IN HARD WIRING.
ACTION POINTS FOR HARD WIRING.
CUSTOMER INTERACTION MODEL

Achieving customer satisfaction would be impossible
without a well defined process for focusing the entire
organisation on the customer….
Robert Schrandt,
Toyota
2011

CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
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1

WHAT SOME DO?
• Handful of organisations:
– Understand the customer’s true value
– Apply this knowledege consistently to create
competitive advantage..
– Hardwire the customer’s voice into the company.
– Hardwiring yields a durable, fail proof communication
channel.
– Data collection is coordinated.
– Data collected is used to improve or change something
in the company.
– Data collected is ensured that it does not go into ―Black Hole‖.
2011

CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
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2

WHAT IS LISTENING TO
CUSTOMER?
• Voice of the customer needs to be ―Hard Wired‖
• Who is the customer?>>>>lost customer or prospectpotential and competitor’s. • Understand what customers value.
• Coordinated effort in information collection
• Commitment to listen to customers.
• Use the information collected to improve processes etc.
• Precisely Craft a durable customer- company connection.
• A systematic ability to solicit, hear and act on customer needs.
• HOW….LET US SEE THE STEPS….
2011

CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
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3

STEP I:CREATE A LISTENING
STRATEGY
• You have to be ―intentional‖ about listening and
why you want to listen.
– What products & services matter most to the customer?
– How well are we doing in delivering relative to
expectations and competitors?
– What do we find to be missing?

• Tune into the data you already have!!!
• Be open to the ―incoming‖ and the ―informal‖ 1.4 billion calls by FE for finding out what others are
doing in the market space)
2011

CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
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4

STEP I: CONTD…
• Create a strategic mix of Tactics for Capturing the
―Voice‖by having
– Customer Satisfaction Survey (indicator of progress);
– Customer Feedback System(identify specific customer
issues); and
– Customer Visits (Reality check).

• Create Innovative ways to collect Data.
• Finding what customers do not know yet.

2011

CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
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5

Tools for hearing a customer
Tools

Nature &
purpose

Advantages Disadvantages

Focus groups

Small groups invited to
meet with a facilitator
to answer open ended
questions

Get an intimate
view of
customers.

May not be
representative of
customer base.

Customer panel

Similar to focus group
Meet regularly

---do--Long term view
and new ideas.

Require
considerable
management effort.

Face to face individual interviews

Personal interviews

They will be
more articulate

----

Visits to customers & observation
of their product use

Thoughtful
study…..provides
greatest intimacy

Delight
customers.Get
ideas for
improvement
and better
usages

Requires good
planning, and clarity
in thinking.

2011

CUSTOMER RELATIONSHIP MANAGEMENT-MOHAN.B.RAO
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6

Tools for hearing a customer
TOOLS

Nature &
purpose

Advantages

Disadvantages

Customer Tours

Invite to visit your
facilities and discuss
how you can serve
them better

Customers offer
excellent ideas

Does not provide
comprehensive
understanding of
views

Meeting at trade shows

Setting up a booth of
all products and hear
them

May meet more
customers

Atmosphere is
artificial

Toll free numbers

Companies attach
number to products &
literature

Effective method
to gather data...
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