Page 252 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 10: Delivering Customer Offer

Notes
Figure 10.1: CRM Strategies as Derived from Business Strategy

Source: http://www.emeraldinsight.com/content_images/fig/2880270107003.png

Figure 10.2: Customer Asset Matrix

Source: http://www.emeraldinsight.com/fig/6314_10_1016_S0749-6826_05_09002-5.png

10.1.1 Creating a CRM Business Strategy

Know your Objectives: The idea is to keep and acquire customers with the greatest value potential.
By establishing objectives, one can determine specific, quantifiable customer acquisition,
development and retention targets that meet corporate financial goals.
How this is best accomplished depends on the kind of organization and its priorities. Of course,
customer retention is important to just about all organizations. Business-to-business enterprises
aiming to become a preferred supplier often give high priority to customer development.
Business-to-consumer enterprises with an eye to boosting market share concentrate on customer

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