Page 201 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management Ashwani Panesar, Lovely Professional University

Notes Unit 8: Managing Customer Relations

CONTENTS
Objectives
Introduction

8.1 Steps/Stages of Managing Customer Relations
8.2 Customer Experience Management
8.3 Customer Profile

8.4 Summary
8.5 Keywords
8.6 Review Questions
8.7 Further Readings

Objectives

After studying this unit, you will be able to:

 Study the concept of customer experience management
 Determine the stages of managing relations with customers

 Ascertain the techniques of managing customer relation
 Analyse the concept of creating customer profile
 Signify the need of customer profiling

Introduction

Since the marketing paradigm shift from mass marketing to customer relationship marketing
in the late 1990s there have been many developments in technology, applications and customer
behaviours.
Numerous suppliers of CRM systems have evolved, providing a vast array of applications from
simple to complex enterprise wide applications. The choice can be daunting for a business. This
is further complicated by the growth in data, increasing complexity in customer contact channels
and ever changing technologies. How do you know what is right for your business?
This unit walks through some fundamental questions that your business needs to address before
it embarks on a journey to invest in any form of customer management capabilities. By looking
at each area, your business should be able to draw up a set of requirements tied back to business
metrics; that way a robust business case and plan can be implemented.
But before we set out these steps, you need to begin with an understanding that any form of
customer relationship investment requires a unification of data, analytics, people and processes.
It is not just a technology decision. It is a change in customer management techniques that are in
part enabled by technology. Too often businesses think that technology can replace and mend
deficiencies in human processes; whilst it can address them, it can’t do it in isolation. Buying in
to these capabilities is also not just for executives, it requires all employees to be provided with
the context, support and understanding needed to fulfil their roles properly.

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