Customer Relationship Management

Topics: Customer, Data management, Customer service, Data, Customer relationship management / Pages: 12 (2989 words) / Published: Jan 22nd, 2013
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
For Restricted Circulation only

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
For Restricted Circulation only

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
For Restricted Circulation only

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‖

You May Also Find These Documents Helpful