Page 260 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 10: Delivering Customer Offer

and research assured internal and external compensation equity and competitive salary Notes
and compensation packages.
Results

Turnover and employee satisfaction improved significantly through:
 Clearly defined and communicated corporate, departmental, and individual goals
to assure success.
 Improved morale resulting from fair, consistently applied standards in performance
management and compensation.
 Culture change toward collaborative performance management and employee
development. Management style emphasis on coaching, empowerment and
communication.
Source: http://dechert-hampe.com/index.php/resource-center/case-studies/159-employee-satisfaction-
translates-to-customer-service-results
10.3 Building Blocks of CRM

Achieving the long-term value of customer relationship management (CRM) requires a strategy
involving the whole business and should be approached at an enterprise level. Only a small, but
growing, number of enterprises are tackling CRM at this level, with most CRM initiatives
consisting of departmental projects or attempts to integrate the work of multiple projects.
Executing enterprise-level CRM is not easy. It requires board-level vision and leadership to
drive a “relentless focus on the customer.”
1. CRM Vision: Leadership, Market Position, Value Proposition
2. CRM Strategy: Objectives, Segments, Effective Interaction
3. Valued Customer Experience
(a) Understand Requirements
(b) Monitor Expectations
(c) Customer Communication
(d) Satisfaction vs. Competition

(e) Collaboration and Feedback
4. Organizational Collaboration
(a) Culture and Structure
(b) Customer Understanding
(c) People: Skills, Competencies
(d) Incentives and Compensation
(e) Employees Communications
(f) Partners and Suppliers
5. CRM Processes: Customer Life Cycle, Knowledge Management
6. CRM Information: Data, Analysis, One view Across Channels
7. CRM Technology: Applications, Architecture, Infrastructure

8. CRM Metrics: Value, Retention, Satisfaction, Loyalty, Cost to Serve
Source: http://www.managementstudyguide.com/GartnerResearchcustomer-life-cycle.html

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