customer relationship management

Only available on StudyMode
  • Download(s) : 786
  • Published : September 30, 2014
Open Document
Text Preview


Table of Contents
Introduction
Introduction of customer relationship management2
Importance of customer relationship management2
Customer needs
Definition3
Types of customer needs3
Process of identifying the customer needs…………………………………………………………………………................3 Customer expectations and satisfaction………………………………………………………. Customer expectations……………………………………………………………………………………………………………………………….4 Customer satisfaction……………………………………………………………………………………………………………………………4 Customer satisfaction measurement process……………………………………………………………………………………...4 Consequences of customer dissatisfaction……………………………………………………………………………………….5 Methods of improving customer satisfaction…………………………………………………………………………………5 Conclusion…………………………………………………………………………………………………. References…………………………………………………………………………………………………

Introduction
Introduction of customer relationship Management
Customer Relationship Management (CRM) is a customer-focused business strategy planned to enhance revenue, profitability, and customer loyalty. It is a technology used to form stronger relationship between organizations and their consumers. It is the process of carefully managing detailed information about individual and all customers to maximize customer faithfulness. Customer relationship management isn’t about providing the best service-it’s about keeping important customers happy while satisfying their needs. Importance of Customer Relationship Management

Helps to handle with customer problems and concerns.
Higher output in sales.
Improves retention and loyalty of customers result in increase in customer base. Increase in customer satisfaction by fulfilling their needs and wants. Gathers a lot of data about the customers.
Helps the management in planning on the upcoming course of the organization. Results in more satisfied customers, a more cost-effective business.

Customer needs
Definitions
Customer value is the key to company’s growth. Thus, it is better for the organization to satisfy customer demanding needs. Considering the customer’s needs will result in product growth into better direction and amplify success. Customer needs are the difficulties that customers aim to solve with the purchase of a good or service. Types of customer needs

Direct needs (threshold attributes) - customers have no problem stating those needs they are concerned about. These are the needs they expect to be present in a product. Latent needs- these are the needs that customers do not directly express without analyzing. Constant needs (performance attributes) - when the product is used, this need is always there. They are essential to the task of the product and always there; although they are not necessary, having known, it increases the customer’s satisfaction of the product. Special needs (excitement attributes) – these needs are not known to the customers but are overjoyed when they find them. Process of identifying the customer needs

Collecting raw information from the customers through primary research or secondary research. Interpreting the raw data and brainstorm all the possible attributes of product or service to please the customers. Classify these attributes as direct needs, latent needs, constant needs and special needs. Make sure the products or services have all the appropriate direct needs. Document the outcome for the entire design team.

Deliver a product or service at a price the customers have the ability to pay, while still maintain a good profit margin.

Customer expectations and satisfaction
Customer expectations
Understanding the customer expectations can help increase customer satisfaction. Knowing who the customers are and what they want will result in excellent customer service and high customer satisfaction. If the expectation of the customer is not fulfilled, they will not come back and buy the product or service again. On the other hand, if...
tracking img