Customer Relationship Management

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Realizzare una strategia di intimità con il cliente, promuovendo quei comportamenti che soddisfano il cliente e implementando processi incentrati sul cliente. Spiegazione del Customer Relationship Management.

Che cosa è il Customer Relationship Management? Descrizione

Il Customer Relationship Management può essere definito in un certo numero di modi. Alcuni sottolineano l'importanza della tecnologia dell'informazione nel CRM, alcuni sostengono che CRM significa organizzazione incentrata sul cliente, alcuni credono che il CRM sia una strategia funzionale (di marketing), altri danno risalto al fatto che il CRM è soprattutto una strategia di business. Noi siamo d'accordo con Peelen (Customer Relationship Management, 2006) sul fatto che la definizione del Gartner Group (2004) è molto interessante: Il CRM è una strategia di business resa possible dal IT, i cui risultati ottimizzano la redditività, le vendite e la soddisfazione del cliente organizzando i clienti in segmenti, promuovendo comportamenti volti a soddisfare il cliente e implementando processi incentrati sul cliente.

Il CRM è una strategia di business ed è più di una strategia funzionale. Tocca l'organizzazione nell'insieme: marketing, vendite, IT, logistica, finanza, produzione, R&S, HR, direzione, eccetera. Se definiamo così il CRM, è immediatamente chiaro che implementare un CRM al 100% è una sfida scoraggiante.

Creare processi client-facing redditizii e molto efficienti non è abbastanza. Per implementare il vero Customer Relationship Management sono richiesti una strategia di intimità con il cliente, una filosofia di marketing relazionale piuttosto che una filosofia di marketing transazionale e un orientamento al cliente da parte di tutta l'organizzazione.
 

Origine del Customer Relationship Management. Storia

Gli anni 80 hanno visto la nascita del Direct Marketing, basato pesantemente sulle banche dati dei clienti. Christan Grönroos e Evert Gummesson della “Scuola Nordica„ e Theodore Levitt meritano una menzione speciale in questo articolo. Sono stati i primi a descrivere il Relation Marketing contro il marketing transazionale. Hanno anche definito le caratteristiche delle organizzazioni incentrate sulle relazioni ed hanno fornito i corrispondenti strumenti di marketing. Nel 1995, Treacy e Wiersema hanno descritto le loro tre Discipline del Valore. L'intimità con il cliente era una di esse. Di conseguenza, il CRM si è trasformato negli anni 90 da uno strumento gestionale ed informativo del contatto web-based, ad una strategia orientata al cliente.

Uso del Customer Relationship Management. Applicazioni

• Aziende che desiderano realizzare una strategia di intimità con il cliente.
• Aziende che desiderano dare un'immagine amichevole dei loro rapporti con il cliente.

Fasi nel Customer Relationship Management. Processo

I punti seguenti compongono gli elementi principali necessari per creare un'organizzazione orientata ai rapporti col cliente:

1. Leadership fortemente orientata al cliente.
2. La mission di essere una organizzazione orientata alle relazioni che mira a mantenere i rapporti nel lungo termine.
3. Lo scopo aziendale è puntato sul cliente.
4. La strategia principale è di vincere una certa intimità con il cliente.
5. I Valori aziendali ed i valori degli impiegati si focalizzano sul dare attenzioni ai clienti.
6. Gli standard comportamentali riflettono la empatia del cliente ed il desiderio di costituire rapporti ed impegni di lunga durata.
7. Una cultura organizzativa orientata alle relazioni.
8. Un'organizzazione che mette il contatto con il cliente al centro. Paragonare: Co-Creation Prahalad Ramaswamy, Business Process Reengineering.
9. Le persone: abilità comunicative empatiche, cura dei clienti.
10. Sistemi che possono contribuire a collegare e gestire i  valori hard con i valori soft, quali la Catena del Profitto e la Balanced Scorecard.

Punti di Forza del Customer Relationship Management. Benefici

• Rapporti consolidati con i clienti offrono un grado di protezione contro le azioni dei concorrenti.
• I clienti fedeli possono essere più redditizii. Acquisire nuovi clienti è costoso; i clienti soddisfatti possono comprare di più e i clienti felici possono portare altri clienti, ecc.

Limitazioni del Customer Relationship Management. Svantaggi

• Implementare il CRM in un modo olistico è un pò scomodo.
• Fare grandi investimenti redditizii sul CRM è difficile.
• Realizzare un vantaggio competitivo sostenibile con il CRM è ancora più difficile.

Presupposti del Customer Relationship Management. Circostanze

• Se siamo buoni per i clienti, essi saranno buoni per noi.
• Passare dall'attuale disciplina strategica verso una disciplina di intimità col cliente è possibile.

Valutare i livelli di soddisfazione del cliente

Due tecniche per valutare il livello reale di felicità del cliente sono il Modello di Soddisfazione del Cliente ed il SERVQUAL per le aziende di servizi.

Referenza Bibliografica: Peelen Ed - Customer Relationship Management -

Referenza Bibliografica: Heskett, Sasser e Schlesinger - La Catena del Profitto nei Servizi -

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Migliori Pratiche - 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: 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

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Paragonare al Customer Relationship Management: Relation Marketing  |  Discipline del Valore  |  Multi Channel Marketing  |  Analytical CRM  |  CRM Operativo  |  Modello di Soddisfazione del Cliente  |  SERVQUAL  |  Co-Creation Prahalad Ramaswamy

Ritornare alla Disciplina di Gestione: Comunicazione & Abilità  |  Vendita  |  Strategia

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