The Zen of CRM

Presented by:TranZen Inc.Montreal, QuebecOctober 07, 2002

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Objectives:

To Provide advice in the development and implementation of a successful CRM

To illustrate the success stories To illustrate why many companies failed To reveal the Customer Centric WTC Trinity To display the 8 Right Paths of CRM… To use the Trinity and Eight Right Paths to review

some current CRM operations. To offer a complete check-list for a CRM development

and implementation To offer a system to evaluate your success

                                                            

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Customer Centric WTC

Customer Centric: There is no gap between how you perceive the Customers, and how the Customers perceive themselves.

W: Willingness – coming from the top Circle T: Tools – or means of implementation C: Culture – or the delivery coming from

the heart. The customers are the object of service

delivery and subject of service evaluation.

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Zen of CRM

Perpetual awareness, on-going harmonizing. When you are approaching ONE with your

customers, you will be as ‘rich’ as your customers’ combined wealth.

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The Three Business Truths

Everything is continuously changing (Customers, Needs, Desires, Technologies, Employees, Competition, etc.)

Focusing on business results may lead to crooked business processes. Focusing on the right business processes will surely lead to the right results.

Success is measured by how well you satisfy your customers in relation to how much your customers need to be satisfied.

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The Eight Right Paths of CRM

Right View Right Thought Right Speech Right Action Right Process Right Diligence          Right Recognition Right Livelihood                

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The Right View: Choose your targets

You are in business for a reason, this is why you have to choose:

Who are your most desired customers?

Who would help you to repay your investments?

Who would just take up your resources?

Who would you want to keep as your lifetime customers?

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The Right View: Choose your battle

PRODUCT PRICING

ADV& PROMO DISTRIBUTION

BRAND 2

BRAND 3

Cov

erag

e

PRIC

EC

OVE

RA

GE

Expe

nditu

re

BRAND1

Innovation

Lifestyle Orientation

Mass Strategy

Customer Care

BRAND1

BRAND 3

BRAND 2

BRAND1

BRAND 3

BRAND 2

BRAND1

BRAND 3

BRAND 2

BRAND1

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Right Thought: Understand Impact of Touch Points

Telephone, voice mail Face-to-face Fax – e-mail Website browsing, chatting Selling Materials Regular mail        Loyalty/credit cards Surveys Media        

TOUCH POINTS: Ask a QUESTION Ask us to DO something Ask us to FIX a problem Ask us to CARE

WHAT ARE THE RESULTING NET IMPRESSIONS:

Frustrated? Not impressed? Neutral? Satisfied and feel

good?

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Are all touch points equally important?

What are the differentiators? What are the functional values? Which ones are drivers of emotional

values? How can we determine the weights of

the key drivers?  Which touch points generate higher

values? Which touch points generate higher

risk?

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The Right Speech

How do you convince stakeholders of importance of CRM?

Can Customer Centrism be made part of the Corporate Culture?

Can you synthesize the essence of CRM in to a ‘Best Selling Message’?

How can you convince Customers that you care and are genuinely honest in your best effort to serve their interest?

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The Right Action: One action at a time

The most important action is to create mental and psychological commitments,

Internalization the mission, values, Listening to your customers, Select a core team to act as agent for

harmonization.             

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The Right Process

Team reassessment of the whole process under the new optics.

Defining the Business Process from customers’ point of view.

Review technological requirements based on how you plan to harmonize with your Customers

Taking care of all elements that have impact on customers’ happiness.

A CRM process is not complete without a PRM component. Partners/channels relation ship is an extension of the firm’s CRM

          

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The Right Diligence

Are you putting the money where your mouth is?

Appointment of a CCC (Chief of Customer Care), and an apparatus that will be the constant agents of harmonization.

Creating benchmark for evaluation of success. 

Actively providing customer feedback to each unit responsible for the touch points.               

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The Right Recognition

Reinforce the right behaviour by catching your employees when they are doing the right thing.

Celebrate when each team achieves CC target

Let the customers be the judge.                

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The Right Livelihood

Your employees will treat one-another as internal customers, and hence deserve the utmost care and treatments.

Creating a ‘best company to work for’ type of atmosphere is a condition necessary for the success of a Customer Centric Culture.

                

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Results: Clarity of action and direction

KEY DRIVERS - in order of importance BRAND A BRAND B

Factor 1

Factor 2

Factor 3

- Factor 3.1

- Factor 3.2

- Factor 3.3

- Factor 3.4

- Factor 3.5

- Factor 3.6

- Factor 3.7

Conclusions

What is the price of a failed attempt to obtain results from CRM?TZ will bring to you a level of comfort that is un-surpassed, a level of professionalism that is rare in the whole industry to ensure that all activities for Planning and Implementation are coordinated and achieved.