Page 245 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes All these techniques, processes and procedures are designed to promote and facilitate the sales
and marketing functions
Specific software to support the management process involves:
1. Field service,
2. E-commerce ordering,

3. Self-service applications,
4. Catalogue management,
5. Bill presentation,

6. Marketing programs
7. Analysis applications.
All these techniques, processes and procedures are designed to promote and facilitate the sales
and marketing functions.
11.6.1 CRM Business Cycle

Acquisition and Retaining

Acquisition is a vital stage in building customer relationship. For the purpose of customer
acquisition, an organisation is likely to focus its attention on prospects, enquiries, lapsed
customers, former customers, competitor’s customers’ referrals and the existing buyers.

Understand and Differentiate

Organizations cannot have a relationship with customers unless they understand them, find out
what they value, what types of services are important to them, how and when they like to
interact and what they want to buy. True understanding is based on a combination of detailed
analysis and interaction.
Several activities are important:

Profiling to understand demographics, purchase patterns and channel preference.
Segmentation to identify logical unique groups of customers that tend to look alike and
behave in a similar fashion. While the promise of one-one marketing sounds good, not
many organisations have mastered the art of treating each customer uniquely. Identification
of actionable segments is a practical place to start.

Primary research to capture needs and attitudes.
Customer valuation to understand profitability, as well as lifetime value or long-term
potential. Value may also be based on the customer’s ability or inclination to refer other
profitable customers.
Customers need to see that the company is differentiating between service and communications
based on what they have learned independently and on what the customers have told them.

Note The organisations need to acquire customers and prospective customers and retain
valuable customers.

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