Page 202 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 8: Managing Customer Relations

8.1 Steps/Stages of Managing Customer Relations Notes

There are 10 techniques of managing customer relations. They are:

Step 1: Define your Customer Relationship Goals and Plans

The basis of a strong set of requirements is a well considered business plan and strategy. The
customer and the relationship – or engagement – that you wish to build with them needs to sit
at the heart of this plan.
Figure 8.1 Successful CRM requires clear, coordinated alignment

Process

Enabling
People Data
Technology

Analytics

Source: http://barnraisersllc.com/tag/social-crm/
A good place to start is to explore the current situation and gather opinions from around the
business; be sure to include marketing, customer services and IT in the process. Carry out a
SWOT analysis and back this up with firm evidence of where and why processes either breakdown
completely, are not efficient, or too costly.

Prioritising those issues which are of greatest threat to the business going forward will help
focus you on where to start.
Then define a vision and set of customer experiences as your goal in response to the analysis of
the current situation. Assuming you have been able to measure current business performance,
use this to set some goals for corrective action (e.g. reducing cost per acquisition by x, increasing
average product holdings by y etc). Next work through the remaining steps to see what is
required to deliver this plan.

Step 2: Which channels are important?

Few, if any, brands today will be working in limited channels – though they may be working in
an uncoordinated manner. The question is the degree to which you need integrated capabilities
across multiple channels?
Today’s empowered consumer typically embraces both digital and traditional channels.

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