Documente Academic
Documente Profesional
Documente Cultură
Michael Munkumba
Quotes
Quotes
The purpose of a business is to create and to keep customers (Peter Drucker , management consultant) Customers are assets to be valued, developed and retained (Valarie & Bitner 2003)
Quotes
Rules of Radical Marketing
Love + Respect Your Customers! Hire only Passionate Missionaries! Create a Community of Customers! Celebrate Craziness! Be insanely True to the Brand!
Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)
Context
Todays competitive environment is characterized by
More sophisticated customers Product proliferation Shorter product development times & life cycles Rapid changes in technology More customized products Customers seeking emotional engagement
Module Contents
The Customer paradigm shift The shift drivers CRM The 10 commandments of CS Defining a customer Moments of truth Best Practice
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Sh ift
CUSTOMERS
Th e
TO
FROM
Top Mgt Managers Frontline employees CUSTOMERS
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Shift Drivers
Management Literature : e.g. Peters Books Uncertainty due to changing environment Competition due to liberalisation Changing tastes and customer assertiveness
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CRM
Relationship management is a paradigm shift away from an acquisitions/transactions focus towards a retention/relationship focus with the goal of:
acquiring, satisfying, retaining and increasing good customers
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CRM
CRM focuses on both human and commercial values CRM follows the following phases of customer engagement:
informing: this is what we are doing Involving to: What do you think? Participation: What should we do?
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Customer Service
Customer service has been defined as: everything an institution does and everything it doesnt do to create personally pleasing memorable interactions (PPMI) with the companys many constituencies (Karr & Blohowiak 1998)
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Who is a Customer?
There are internal and external customers There are trapped customers There are apostles There are members There are terrorists and defectors Delighted, wowed
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Complaining Customers
Only 4% of the customers complain 96% vote with their feet 68% quit because of an attitude of indifference by the owner, manager or some employee A dissatisfied customer will tell 8 to 10 others 1 in 5 will tell 20
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Complaining customers
95% will come back if the response is immediate It costs 6 times more to win a customer than to retain one Customer focussed organisations average 12% returns with market share growth of 6% p.a.
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Moments of Truth
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Best Practice
Toyota: Dont just meet customer needs, exceed them Dont just answer questions, anticipate them Dont just do good work, provide an unparalleled service Dont just work, work smarter I.e. team through teams Dont just be courteous, make every customer feel special Pay attention to detail Fedex : 100 % satisfied customer at the end of each transaction
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Govt. of Singapore
3 Desired Outcomes
Delighted Customers
e-Services Advantage
Connected Citizens
Supporting Active Citizenry
Networked Government
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