Gabriella Kereszturi Paper Type: Structure of Review …………………………………………………………. Definition of CRM …………………………………………………………
Value proposition development and finally Manage customer lifecycle. Each of these stages has many concepts, processes and tools that are used to enable the strategy.
These primary stages help to locate and study a customer and his habits, interact with the customer to develop a relationship. Once the relationship is established, to provide the customer services that would mutually benefit the customer and the company, and finally to maintain the relationship.
CRM needs to be supported by a strong will to serve the customer and the desire to build a lasting relationship.
CRM can only succeed if the customer is satisfied and happy with the product and the service of the business. Let us look at how this is achieved. Customer portfolio analysis The first thing that a business needs to do is to identify the customers that it needs to target.
These are the customers who create the most value for the company, and the Crm qci model sees them as the most desirable customers. This stage is implemented through analysis of data that the company has collected about its customers.
It gives insights to companies so they can define their strategies to interact more effectively with a customer, to understand the customers and their needs and also to discover the high lifetime value customers of the business.
Customer intimacy Once all the information about the customers is in hand, it is time to engage with the customers and interact with the ones that are most valuable, to know them and to provide them greater value than the competitors would, in order to retain them.
The business needs to know its customers well if it wishes to retain them. This is done through collecting and mining data through various channels. All relevant data regarding a customer is provided at the point of contact in order to create a better relationship between a customer and the business.
Network development The term network here includes all stages of interaction between the business and its customers. It includes all your strategy partners, the suppliers, staff, investors, partners and anyone who can influence interaction between the business and the consumer.
The aim is to ensure that the customer enjoys the interaction with the company and is satisfied and happy with the business, its services, product, and employees.
With the customer data available at all points of contact, it would make it easier for the network to work together in order provide better service to the customer. Value proposition development Once a business has learned as much as they can about a customer and have made a decision about who they would prefer to serve, they can now identify and create sources of value for their chosen customers.
This can be done by creating tailor-made offers and experiences that will meet all the requirements, preferences and expectations of the customer. This is a shift in business policy from the traditional strategy of concentrating on a product to focusing on providing better service to the consumer and concentrating on reducing process costs and improving service to create more value.
The focus is on creating value for the customer. Manage customer lifecycle The lifecycle of a customer is defined as his journey from the stage of being a prospect right through to the end of the line where the prospect has become a customer, and is subsequently happy and satisfied with his relationship and experience with the business and its services, and is ready to turn into an advocate for the business.
To manage the lifecycle of a customer, the company needs to look at both the processes and the structure of its organization. The processes will require attending to the acquisition, retention and finally the development of the customer.
The structure will need to focus on the ways to manage the customer relationship. Leadership and culture The leadership and culture of the business determine the focus of the business. It is up to the leaders to provide direction and prioritize CRM within an organization.
If the leadership is inclined towards CRM, it will provide the direction that is required to implement customer relationship, inculcate a culture for customer satisfaction and guide the rest of the organization to follow the example.
The leadership will decide which direction to choose and guide their employees to follow suit. Without the interest of the leadership, it will not be possible to implement CRM in an organization and hope for it to succeed.Models of CRM 2. The QCi model 20 Models of CRM 3.
Dec 31, · Based on the QCi Model, Customer management activities are contain of Aqcuisition, Penetration, Retention the Customer.
CRM VALUE CHAIN CRM processes are to understand customer requirements, Meet customer expectations, and Deliver customer value.
The diagram below shows the MarketingTeacher Model of CRM and Business Strategy. Our model contains three key phases – customer acquisition, customer retention and customer extention, and three contextual factors – marketing orientation, value creation and innovatove IT.
Customer Relationship Management is the establishment, development. Model QCi Model ini sering juga disebut QCI Customer Management Model. Di tengah-tengah model, seperti yang dapat dilihat pada Gambar, terdapat sejumlah aktivitas yang harus dijalankan oleh perusahaan untuk menarik dan menjaga pelanggan.
CRM Models (Customer Relationship Management Model) David Schneider; November 8, ; QCI MODEL. The QCI model is also a product of a consultancy firm. The model’s authors prefer to describe their model as a customer management model, omitting the word ‘relationship’.