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  • Customer Relationship Management - Case Analysis

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    Sudhakar Govindaraju
    75 vizualizări17 pagini
    This document summarizes a case study on customer relationship management. It outlines the group members assigned to the case study and their roles. It then provides a synopsis of the case which involves a customer, Allan Mullay, having issues with his laptop screen and difficulties getting it properly serviced. The case deals with problems related to poor customer service, lack of a service center, and customer satisfaction not being a key performance indicator. Theories discussed in relation to the case include management by objectives, the bucket theory, the North American approach, and the general CRM approach. Potential solutions include making customer satisfaction a KRA, focusing on the root cause using the bucket theory, maintaining good customer relations, and implementing a customer loyalty program.

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    This document summarizes a case study on customer relationship management. It outlines the group members assigned to the case study and their roles. It then provides a synopsis of the case which involves a customer, Allan Mullay, having issues with his laptop screen and difficulties getting it properly serviced. The case deals with problems related to poor customer service, lack of a service center, and customer satisfaction not being a key performance indicator. Theories discussed in relation to the case include management by objectives, the bucket theory, the North American approach, and the general CRM approach. Potential solutions include making customer satisfaction a KRA, focusing on the root cause using the bucket theory, maintaining good customer relations, and implementing a customer loyalty program.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    75 vizualizări17 pagini

    Customer Relationship Management - Case Analysis

    Încărcat de

    Sudhakar Govindaraju
    This document summarizes a case study on customer relationship management. It outlines the group members assigned to the case study and their roles. It then provides a synopsis of the case which involves a customer, Allan Mullay, having issues with his laptop screen and difficulties getting it properly serviced. The case deals with problems related to poor customer service, lack of a service center, and customer satisfaction not being a key performance indicator. Theories discussed in relation to the case include management by objectives, the bucket theory, the North American approach, and the general CRM approach. Potential solutions include making customer satisfaction a KRA, focusing on the root cause using the bucket theory, maintaining good customer relations, and implementing a customer loyalty program.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 17

    Customer relationship management case analysis

    My delight or your KRAs

    Group Members
    Sudhakar G Ramnathan G

    Prakash babu .P.A


    Mohammed azheem Mithun K Shahnawaz khan Mohammed Shebaaz Safeena Subhadipta singh Arun prakash

    & Siva kumar

    Case Analyst Case Analyst PPT Co- ordinator presenter presenter presenter presenter presenter material collected printout material collected & printout

    Synopsis
    Allan mullay is facing is a problem with his laptop

    related to LCD screen. When we makes the complaint he couldn't get the proper channel to rectify the problem. once this issues goes to the higher authority he could able to find out the prompt solution. There was a lot of issues which makes him to get in trouble to rectify. We found a relationship between customer satisfaction and KRAs, will be dealing in the following slides

    Problems dealt out in the case


    Related to ford motor
    Customers after sales service Poor customer relationship

    Related to laptop
    Service center No proper channel

    Related to refrigerators

    Problems related to laptop


    Poor customer service

    Treating the customer in bias manner


    No service center Consumer satisfaction is not a part of KRAs

    Theories/concept related to the case


    Management by objective

    Bucket theory
    North American approach General CRM approach

    MBO PROCESS

    North American approach

    General CRM approach

    Solutions emerge from concepts - related to this case


    MBO - consumer satisfaction should be a part of KRAs for all

    levels of employees in a company Bucket theory retaining the existing customer is easy , so focus on route cause of the problem North American approach the duty of relationship manager is to maintain a good relations with the customer and company. Make sure that- no negative word of mouth by potential customer which create a bad image to company General approach - customer loyalty and retention program by adding financial benefits replacing lcd at zero cost adding social benefits unbiased customer

    Physical damage
    warranty

    No proper response Defective laptop was not rectified

    Customer Bias

    Company policy

    Poor relationship manager

    No service center

    Strength Laptop has a Warranty Taking the problem to the notice of higher authority Branded laptop

    Weakness Physical damage wont come in warranty No service center Crm is poor Improper channel of authority

    Opportunity Retain the prospects by providing a service

    Threat Negative word of mouthing Switch over the brand

    Conclusion but not an end


    As we have discussed the problems and

    concepts of the case, there is no unique solution for this problem. We have come out with a solution from each concept. In order to make an effective customer service all the concept are to be implemented in the form of mixed strategy, provided the MBO to be top priority to get the root out the problem in this case

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