customer management by derek hendrikz
Post on 08-May-2015
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Copyright © 2014
Derek Hendrikz Consulting
www.derekhendrikz.com
Marketing?Sales??CRM???
www.derekhendrikz.com
We attract customers…www.derekhendrikz.com
Marketing
We acquire customers…www.derekhendrikz.com
Sales
We retain customers…www.derekhendrikz.com
CRM
Customer Management Purpose:
The purpose of Customer Management is to
provide effective solutions and processes for
the establishment, evolution and maintenance
of relationships that will enhance the
acquisition and retention of customers with
the ultimate aim of ensuring organizational
survival.
www.derekhendrikz.com
To attract customers through branding and advertising our products and services in such a way that it ignites customer awareness, consideration and action.
www.derekhendrikz.com
1
To acquire customers through negotiating the acceptance of our customer value proposition.
www.derekhendrikz.com
2
To retain customers through effective relationship development and frontline service.
www.derekhendrikz.com
3
Customer Management Objectives to Process...
Customer Attraction
Marketing
Customer Acquisition
SalesCustomer Retention
CRM
www.derekhendrikz.com
Customer Management Assumptions (1):1. That analysis of the relationship between the customer
experience (relationship management) and profitability (cost / quality / time) is the best way to understand specific customer management.
2. That customer management objectives, customer segmentation, market share analysis and budget development are prerequisites commonly held by the fields of marketing, sales and CRM, and that the aforesaid cannot be done in isolation.
3. That the primary purpose of any marketing initiative will be to ignite customer awareness, consideration and action.
4. That the primary strategies of marketing will be advertising, promotion and branding.
www.derekhendrikz.com
Customer Management Assumptions (2):7. That the primary task of sales is to acquire
customers through negotiating a customer value proposition.
8. That the primary task of CRM is to retain customers via the establishment of interdependent relationships and providing effective font desk service.
9. That the majority of customer interaction takes place at the front desk, thus the frontline produces the bottom line.
10. That customer retention (farming) is less energy intensive than customer acquisition (hunting).
www.derekhendrikz.com
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