Customer Relationship Management

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Realizando uma estratégia do intimacy do cliente, promovendo comportamentos cliente-satisfendo-se e executar processos cliente-centric. Explanação de Customer Relationship Management.

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Customer Relationship Management - vista geralQue é Customer Relationship Management? Descrição

Customer Relationship Management pode ser definido em um número de maneiras. Alguns povos forçam o significado da tecnologia de informação no CRM, alguns argumentam-no significam uma organização cliente-centric, algumas acreditam que o CRM é uma estratégia funcional (do marketing), outra emfatiza que o CRM é primeiramente uma estratégia de negócio. Nós concordamos com o Peelen (Customer Relationship Management, 2006) que a definição por Gartner Grupo (2004) é atrativa: O CRM é uma estratégia de negócio -permitida, os resultados de que optimize a satisfação da lucratividade, do rendimento e de cliente organizando em torno dos segmentos do cliente, promovendo comportamentos cliente-se satisfendo e executando processos cliente-centric.


O CRM é uma estratégia de negócio e é mais do que uma estratégia funcional. Toca na organização ao todo: marketing, vendas, ELE, logística, finanças, produção, R&D, hora, gerência, etcetera. Se nós definirmos assim o CRM, está imediatamente desobstruído que executar o CRM sem redução é um desafio daunting.


Os processos rentáveis e muito eficientes criar (dos cliente-revestimentos) não são bastantes. Para Customer Relationship Management verdadeiro uma estratégia do intimacy do cliente, uma filosofia do marketing da relação melhor que uma filosofia do marketing da transação, assim como uma cliente-orientação da organização inteira é requerida.
 

Origem de Customer Relationship Management. História

Os 1980s viram o emergence de Direct Marketing, confiando pesadamente em bases de dados do cliente. Christan Grönroos e Evert Gummesson “da escola Nordic” e Theodore Levitt merece mencionar especial neste artigo. Eram os primeiros para descrever a relação que introduzi no mercado contra o marketing da transação. Também definiram as características de organizações relação-centric e forneceram as ferramentas correspondentes do marketing. Em 1995, Treacy e Wiersema (1995) descreveram seu três Value Disciplines. O Intimacy do cliente era um deles. Em conseqüência, o CRM transformado nos 1990s de uma correia fotorreceptora baseou a gerência do contato e a ferramenta da informação, a uma estratégia orientada cliente.


Uso de Customer Relationship Management. Aplicações

  • Companhias que querem realizar uma estratégia do intimacy do cliente.
  • Companhias que querem realizar uma imagem amigável do cliente.

Etapas em Customer Relationship Management. Processo

As seguintes coisas compõem os elementos principais para criar uma organização orientada da relação de cliente:

  1. Liderança cliente-orientada forte.
  2. A missão a ser uma interação a longo prazo visada organização relação-orientada.
  3. A finalidade corporativo é visada o cliente.
  4. A estratégia principal é ganhar pelo intimacy do cliente.
  5. Os valores da companhia e os valores do empregado focalizam em importar-se com clientes.
  6. Os padrões Behavioral refletem o cliente empathy e o desejo para construir relacionamentos e a dedicação a longo prazo.
  7. Uma cultura organizational relação-orientada.
  8. Uma organização que esteja pondo o cliente contata no centro. Compare: Co-Creation, Business Process Reengineering.
  9. Povos: habilidades empathic de uma comunicação, importando-se com clientes.
  10. Sistemas que podem ajudar conectar e controlar valores duros com valores macios, tais como o Value Profit Chain e o Balanced Scorecard.

Forças de Customer Relationship Management. Benefícios

  • As relações fortes com clientes oferecem um grau de proteção de encontro às ações dos concorrentes.
  • Os clientes leais podem ser mais rentáveis. Ganhar clientes novos é clientes caros, satisfeitos pode comprar mais, clientes felizes pode trazer clientes adicionais, etc.

Limitações de Customer Relationship Management. Desvantagens

  • Executar o CRM em uma maneira holístico não é nenhum sinecure.
  • Fazer investimentos grandes do CRM rentáveis é difícil.
  • Conseguir umas vantagem de o competidor Sustainable com CRM é ainda mais difícil.

Suposições de Customer Relationship Management. Circunstâncias

  • Se nós formos bons aos clientes, serão boa a nós.
  • Mudar da disciplina estratégica atual para uma disciplina do intimate do cliente é possível.

Avaliando níveis da satisfação do cliente

Duas técnicas para avaliar o nível real da felicidade do cliente são o Customer Satisfaction model e o SERVQUAL para companhias de serviços.


Livro: Ed Peelen - Customer Relationship Management -

Livro: Heskett, Sasser e Schlesinger - o Service Profit Chain -


Fórum de Customer Relationship Management
  Increasing Student Retention using Higher Education CRM
The student attrition problem has become a major concern for both public and private universities. According to the National Center for Education Statistics (NCES), about 59% of the first-time and full-time students seeking admission in four-year cou...
     
 
  CRM in Military Organizations?
Hi, is CRM used in military organizations?
If yes, how do they go about it and what's the advantage of using that?...
     
 
  Customer Relationship Management as a Strategic Development Philosophy
Customer Relationship Management is a term that not only describes a set of software tools bundled into a 'CRM' application but, is also becoming a guiding philosophy in the development of the strategic IT capabilities of an organisation.
As mar...
     
 
  Social Customer Relationship Management | Social CRM
Because of the increasing popularity of social media technologies, Customer Relationship Management now gives way to a broader perspective that acknowledges the new capabilities that are a result of social and technological shifts caused by social me...
     
 
  Fragmented Customer Service Processes
I think advancing customer service for most firms starts with unifying fragmented customer service processes. Only then can you move forward to more advanced CRM approaches....
     
 
  Customer Relationship Management Metaphor
CRM is like farming the field:
Firstly you should own some field of land.
Then you input seeds, water and fertilizer.
You need to pay attention to any diseases.
And you must look after all kinds of customers....
     
 
  CRM Case: Front Office
A hotel guest makes a complaint at the front desk, stating "Those enormous trees woke me up last night. I got no sleep.You owe me a complimentary room upgrade for this problem for the rest of my stay."
How would a front desk react to this?...
     
 
  Advanced Customer-Oriented Strategy: Customer Advocacy
The development of the Internet has resulted in more powerful consumers than before. The Internet facilitates the gathering of up to date information about products and services before making a purchase decision. They are now able to verify or...
     
 
  CRM in a Non-profit Context
Besides using CRM in profit-oriented companies, CRM can also be of importance in non-profit organizations. Buttle gives two examples of non-profit organizations that successfully implemented CRM:
1. Salvation Army: the management o...
     
 
  The CRM-paradox by Nguyen
Recently, the CRM-paradox has been put forward by Nguyen, meaning the following: in CRM it is very common to treat certain customer groups differently from others, since various consumers have different needs and wants.
Clearly, there are severa...
     
 
  CRM Practices in FMCG Sector
Do FMCG companies engage in using CRM? If yes, how do they go about it and what's their advantage since they are not service providing companies......
     
 
  Theories of Customer Relationship Management (CRM)
What are the main theories within customer relationship management (CRM)? If I said Justice Theory is one CRM theory, is this true? What about Relationship Marketing Theory?...
     
 
  Healthcare CRM Models?
Hi, I'm looking for healthcare CRM frameworks or models. What are the main Healthcare CRM Concepts? Thanks for your ideas......
     
 
  CRM in University Set Up
What kind of CRM tools are universities implementing?...
     
 
  Relationship with Company or with Employees?
Can a business customer relationship be said to exist between:
- a company and its customers
or is the relationship really between:
- a company's EMPLOYEES and the customers of the firm?...
     
 
  6 Markets Model (Payne, 1995)
Hi, can someone explain the 6 markets model which is Internal, Supplier, Referral, Recruitment, Influence and Customer market?...
     
 
  Why Customer Relationship Management? What Makes CRM Viable?
What makes CRM a viable option is the cost dynamics
- The cost of getting a new customer is 4 times the cost of retaining an existing customer.
- 80% of a firm's business comes from 20% of the customers.
Hence the firm should ch...
     
 

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Melhores Práticas - Customer Relationship Management Premium
  CRM: What Forms a Strong Customer Relationship?
Of course a vital relationship between customer and company is critical for CRM to be efficient. But what forms a strong relationship? The answer on this question is not always clear. Nguyen and Mutum mention f...
     
 
  Framework for Monitoring Customer Service
Dear all, please let me know what is an approproate framework for monitoring customer service.
Thank you in advance for your help. Miragha....
     
 
  What is the Impact of CRM on Organizational Performance?
What is the impact of CRM on organisational performance?
What are the bases of measurement and what other factors can be considered. Thank you....
     
 

Expert Tips (ENG) - Customer Relationship Management CRM Premium
 

Common Reasons for Failure of CRM Initiatives

Based on research, reasons for unsuccessful CRM initiatives are linked to following:
- Launching initiatives without an overall customer m...
Usage (application): Implementation of CRM Initiatives
 
 
 

Key Challenges of a CRM Implementation for Senior Managers

In an article, Behram Hansotia describes following key challenges of a CRM implementation for senior managers:
- Ensuring that the whole m...
Usage (application): Implementing Customer Relationship Management
 
 
 

3 Types of Customer Services

According to De Vries, Kasper and Van Helsdingen (2001) three types of customer services can be distinguished:
1. PERSONAL Customized Services...
Usage (application): Understanding The Nature of Customer Services
 
 
 

The New Consumer and CRM

Understanding customers' satisfying behaviors is a constantly changing process that can be understood only with an attentive analysis of the ultimate ...
Usage (application): Characteristics of the New Consumer
 
 
 

What are the Main CRM Activities?

Customer relationship management (CRM) is the business process that provides the structure for how relationships with customers are developed and main...
Usage (application): CRM Strategy, Activities
 
 
 

A Closer Look Into Customer Value

It is often argued that customer value is required for staying competitive and successful as organization. But in what ways can customer value be a cr...
Usage (application): Customer Value Analysis, Strategic Marketing, Innovation Strategy
 
 
 

Implementing Customer Equity Management

Customer equity can be seen as the lifetime value of a companies’ existing customer base plus the expected future lifetime value of newly ac...
Usage (application): Step-by-step Guide
 
 
 

Customer Centricity: Success Factors for Customer Intimacy

Customer / Consumer Centricity (CC) is a frequently used concept used by companies to achieve competitive advantages. It is often believed that CC can...
Usage (application): Value Disciplines, Customer Strategy, Customer Intimacy, Customer-oriented, CRM
 
 
 

The Customer Value Scorecard

According to Behram Hansotia, the Customer Value Scorecard (CVS) is a valuable tool to help prioritize CRM opportunities. The CVS shows ...
Usage (application): Prioritizing CRM Opportunities
 
 
 

How to Build Customer-Centric Organizations

In order to implement CRM in a holistic way and to make the customer the focal point of a company's strategy, Behram Hansotia argues in the art...
Usage (application): Holistic CRM
 
 
 

How to Embed CRM Capabilites in CRM Activities?

CRM is a cross-functional organizational process that focuses on establishing, maintaining, and enhancing long-term relationships with attractive cust...
Usage (application): CRM Strategy, CRM Capabilities
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship".
Actually, customers (want to) have many different ...
Usage (application): CRM, Relation Marketing, Branding
 
 
 

CRM in Financial Services

Jim Morgan, author of the article “Customer Information Management (CIM): The Key to Successful CRM in Financial Services” (Journal of Performa...
Usage (application): Implementing CRM
 
 
 

Six Steps for Integrating Social Media Into your Organization

In order to successfully integrate social media into your organization, six useful steps can be used. These are the following:
  1. DEFINE ...
    Usage (application): Social Media Integration, Using Social Media, Social Media for Business
 
 
 

The Actual Relationship Between Cross-buying and Consumer Loyalty

There has been an ongoing discussion as to whether cross-buying (buying goods from various categories) is the consequence of customer loyalty or if lo...
Usage (application): Customer Loyalty, Consumer Loyalty, Cross-Selling, Cross-Buying, Sales Management, Account Management
 
 
 

Extreme Customer Trust as a Source of Competitive Advantage

Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and providing reasonable services. A...
Usage (application): Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy
 
 

Recursos - Customer Relationship Management Premium
 

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Compare com Customer Relationship Management: Introduzir no mercado da relação  |  Value Disciplines  |  Multi introduzir no mercado da canaleta  |  CRM analítico  |  CRM operacional  |  Customer Satisfaction model  |  SERVQUAL  |  Co-Creation


Retorne a o centro de a gerência: Comunicações e Habilidades  |  Introduzir no mercado  |  Estratégia


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