Klantrelatiemanagement (CRM)

Kenniscentrum

Wat is Klantrelatiemanagement (CRM)? Beschrijving

Customer Relationship Management kan op een aantal manieren worden gedefinieerd. Sommige mensen beklemtonen de betekenis van informatietechnologie in CRM, sommigen beweren dat het een klantgerichte organisatie inhoudt, anderen geloven dat CRM een functionele (marketing) strategie is, weer anderen benadrukken dat CRM in de eerste plaats een bedrijfsstrategie is. Wij zijn het met Peelen (Customer Relationship Management, 2006) eens dat de definitie van de Gartner Groep (2004) aantrekkelijk is: CRM is een door IT mogelijk gemaakte bedrijfsstrategie, waarvan de uitkomsten de winstgevendheid, omzet en klantentevredenheid optimaliseren door een bedrijf te organiseren rondom klantsegmenten, door klanttevredenheid bevorderend gedrag te koesteren en door klantgerichte processen te implementeren.

CRM is een bedrijfsstrategie en is méér dan een functionele strategie. Het raakt de organisatie als geheel: marketing, verkoop, IT, logistiek, financiën, productie, R&D, HRM, management, enz. Als wij CRM op deze wijze definiëren, dan is het onmiddellijk duidelijk dat het implementeren van volledige CRM een duizelingwekkende uitdaging is.

Het creëren van winstgevende en zeer efficiënte (client-facing) processen is niet genoeg. Voor echt Customer Relationship Management is een customer intimacy strategie, een relatiemarketing filosofie eerder dan een transactiemarketing filosofie, evenals een cliënt-oriëntatie van de gehele organisatie vereist.
 

Oorsprong van Customer Relationship Management. Geschiedenis

In de jaren 80 ontstond Direct Marketing (Directe Marketing), gebaseerd op klantenbestanden. Christan Grönroos en Evert Gummesson van de „Noordse School“ en Theodore Levitt verdienen een speciale vermelding in dit artikel. Zij waren de eersten die  Relatiemarketing gingen beschrijven tegenover transactiemarketing. Ook bepaalden zij de kenmerken van relatiegerichte organisaties en zij verstrekten de corresponderende marketinghulpmiddelen. In 1995, beschreven Treacy en Wiersema (1995) hun drie Waardedisciplines. Customer Intimacy was er één van. Dientengevolge werd CRM in de jaren 90 omgezet van een web gebaseerd contactmanagement- en informatiehulpmiddel, naar een klantgerichte strategie.

Gebruik van Customer Relationship Management. Toepassingen

• Bedrijven die een customer intimacy strategie willen realiseren.
• Bedrijven die een klantvriendelijk imago willen bewerkstelligen.

Stappen in Customer Relationship Management. Proces

De volgende aspecten vormen tesamen de belangrijkste elementen om een klantenrelatie-georiënteerde organisatie te creëren:

1. Sterk klantgericht leiderschap.
2. De missie om een relatie-georiënteerde organisatie te willen zijn gericht op lange termijn interactie.
3. Het corporate doel is gericht op de klant.
4. De belangrijkste strategie is te winnen op klant intimiteit.
5. De waarden van het bedrijf en de werknemerswaarden concentreren zich op het geven om klanten.
6. De gedragsnormen reflecteren empathie met klanten en de wens om lange-termijn relaties te bouwen en commitment.
7. Een relatie-georiënteerde organisatiecultuur.
8. Een organisatie die klantencontacten in het centrum zet. Vergelijk: Co-Creatie, Herontwerpen van Bedrijfsprocessen.
9. Mensen: communicatievaardigheden, empathisch, het om klanten geven.
10. Systemen die kunnen helpen om harde waarden te verbinden met zachte waarden, zoals de Value Profit Chain en de Balanced Scorecard-methode.

Sterke punten van Customer Relationship Management. Voordelen

• De sterke relaties met cliënten bieden een graad van bescherming aan tegen acties van concurrenten.
• Loyale klanten kunnen meer winstgevend zijn. Het winnen van nieuwe klanten is duur, tevredengestelde klanten zouden meer kunnen kopen, gelukkige klanten kunnen extra klanten aanbrengen, enz.

Beperkingen van Customer Relationship Management. Nadelen

• Het implementeren van CRM op een holistische manier is geen sinecure.
• Het profijtelijk maken van grote CRM investeringen is moeilijk.
• Het bereiken van een Concurrentievoordeel met CRM is zelfs nog moeilijker.

Veronderstellingen van Customer Relationship Management. Voorwaarden

• Als wij goed voor klanten zijn, zullen zij ook goed voor ons zijn.
• Het veranderen van de huidige strategische discipline naar een customer intimate discipline is mogelijk.

Het beoordelen van klanttevredenheidsniveaus.

Twee technieken om het daadwerkelijke niveau van klanttevredenheid te beoordelen zijn het Klanttevredenheidsmodel en SERVQUAL-methode voor dienstverlenende bedrijven.

Boek: Ed Peelen - Customer Relationship Management 

Boek: Heskett, Sasser en Schlesinger - The Service Profit Chain

Forum Forum over Klantrelatiemanagement CRM. Begin een nieuw onderwerp Deel uw kennis of stel een vraag   Relationship Between Employee Retention and Customer Relationship Management In my opinion, retention of employees plays an important role in managing relationship with customers. Organizations which have a very high employee turnover rate will typically have a very low custom... 35   4 reacties Rethinking Call Centers TRADITIONAL CUSTOMER SERVICE Experiences of callers with help desks and customer service representatives are typically not positive. At the same time, customer service jobs are typically not view... 9   4 reacties CRM in University Set Up What kind of CRM tools are universities implementing?... 8   2 reacties 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: ... 7   1 reacties 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 differe... 6   CRM in a Monopoly Situation Based on a personal on-going experience with a Belgian consortium of energy with mixed public and private ownership, the Customer Relationship Management of a firm that benefits from monopolistic adva... 5   1 reacties Healthcare CRM Models? Hi, I'm looking for healthcare CRM frameworks or models. What are the main Healthcare CRM Concepts? Thanks for your ideas...... 5   2 reacties 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?... 5   1 reacties 6 Markets Model (Payne, 1995) Hi, can someone explain the 6 markets model which is Internal, Supplier, Referral, Recruitment, Influence and Customer market?... 4   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...... 4   1 reacties 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... 4   3 reacties Stages of Customer Service Transformation Marketing and managing customer relations are very important in business. Many new concepts and ideas are constantly being published. But we can broadly distinguish several stages in the transfor... 4   Managing Customer Complaints How can CRM agents manage recurrent and repeat complaints from their customers in the best way to ensure one does not lose this customer to a competitor? A customer's issue may have been resolved... 4   3 reacties Start CRM with Fixing 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.... 4   1 reacties Six Relationship Management Interaction Processes (Geersbro and Ritter) for International Relations A business or organizational process refers to a series of connected activities that convert organizational inputs to specific desired organizational outcomes. Geersbro and Ritter (2013) defined a six... 3   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 ful... 3   1 reacties 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 purcha... 3   An Extreme 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 sta... 3   1 reacties More CRM Strengths / Benefits CRM also helps to generate additional revenue from the business on a continuous basis without much additional investment.... 2   2 reacties Tool to assess CRM maturity? Hi, I am looking for a good tool to assess the level of CRM maturity of a medium-size (for profit) organization. It has to deal with CRM strategy, CRM culture, organization, marketing, various CRM sof... 2   3 reacties 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 a... 2   Customer Relationship Management History I'm studying marketing and have been tasked with writing a historical perspective / literature overview on customer relationship management Does anyone have any thoughts on which key authors I sh... 1   2 reacties CRM in Government How do you think can CRM be implemented in government sector? How can it be integrated with e-government? Boosting government's reputation through CRM and e-government -- how can this be achieved... 0   1 reacties

Best Practices De best beoordeelde onderwerpen over Klantrelatiemanagement CRM. Hier vindt u de meest waardevolle ideeën en praktische suggesties. 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.... 24   9 reacties 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... 22   16 reacties 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.... 15   7 reacties 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?... 11   9 reacties 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 t... 9   3 reacties 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 s... 8   10 reacties Customer Intimacy > WHY? Why there should be such an intimacy in the relationship with the Customer today?... 8   5 reacties Business Relations in Corporate America I dont think many people in business nowadays really know how to have a good "relationship". Let alone with their Customers. In today's marketplace, there are too many distractions and priorities that... 6   4 reacties 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 strateg... 5   6 reacties

Expert Tips Geavanceerde inzichten over Customer Relationship Management (Engels). Hier vindt u professionele adviezen van deskundigen. Common Reasons for Failure of CRM Initiatives Implementation of CRM Initiatives Based on research, reasons for unsuccessful CRM initiatives are linked to following: - Launching initiatives without an... Key Challenges of a CRM Implementation for Senior Managers Implementing Customer Relationship Management In an article, Behram Hansotia describes following key challenges of a CRM implementation for senior managers: - Ensuri... 3 Types of Customer Services Understanding The Nature of Customer Services According to De Vries, Kasper and Van Helsdingen (2001) three types of customer services can be distinguished: 1. PERSO... The New Consumer and CRM Characteristics of the New Consumer Understanding customers' satisfying behaviors is a constantly changing process that can be understood only with an atten... What are the Main CRM Activities? CRM Strategy, Activities Customer relationship management (CRM) is the business process that provides the structure for how relationships with cu... A Closer Look Into Customer Value Customer Value Analysis, Strategic Marketing, Innovation Strategy It is often argued that customer value is required for staying competitive and successful as organization. But in what w... Customer Centricity: Success Factors for Customer Intimacy Value Disciplines, Customer Strategy, Customer Intimacy, Customer-oriented, CRM Customer / Consumer Centricity (CC) is a frequently used concept used by companies to achieve competitive advantages. It... The Relationship Between Loyalty and Satisfaction Customer Loyalty, Brand Loyalty, Customer Satisfaction, CRM Of course there is a relationship between Satisfaction and Loyalty. Satisfaction can be seen as consistency between prio... Implementing Customer Equity Management Step-by-step Guide Customer equity can be seen as the lifetime value of a companies’ existing customer base plus the expected future lifeti... Customer Relationship TYPES CRM, Relation Marketing, Branding Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship". Actually, customers (wan... CRM in Financial Services Implementing CRM Jim Morgan, author of the article “Customer Information Management (CIM): The Key to Successful CRM in Financial Service... How to Build Customer-Centric Organizations Holistic CRM In order to implement CRM in a holistic way and to make the customer the focal point of a company's strategy, Behram Han... The Customer Value Scorecard Prioritizing CRM Opportunities According to Behram Hansotia, the Customer Value Scorecard (CVS) is a valuable tool to help prioritize CRM opportunities... How to Embed CRM Capabilites in CRM Activities? CRM Strategy, CRM Capabilities CRM is a cross-functional organizational process that focuses on establishing, maintaining, and enhancing long-term rela... The Actual Relationship Between Cross-buying and Consumer Loyalty Customer Loyalty, Consumer Loyalty, Cross-Selling, Cross-Buying, Sales Management, Account Management There has been an ongoing discussion as to whether cross-buying (buying goods from various categories) is the consequenc... The Three Stage Model of Service Consumption (Service Encounter) Consumption Behavior, Service Marketing, Strategic Marketing Management According to the three-stage model of service consumption, consumers go through 3 stages of service encounter namely; th... Extreme Customer Trust as a Source of Competitive Advantage Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and pr... Six Steps for Integrating Social Media Into your Organization Social Media Integration, Using Social Media, Social Media for Business In order to successfully integrate social media into your organization, six useful steps can be used. These are the foll...

Informatiebronnen Diverse informatiebronnen betreffende Klantrelatiemanagement CRM. Hier vindt u powerpoints, video's, nieuws etc. om te gebruiken in uw eigen lezingen en workshops. Service Quality Models SERVQUAL, Service Quality Management, CRM, CEM, Customer Loyalty, Customer Satisfaction This presentation elaborates on service quality, especially focusing on perceptions and expectations of consumers and th... The Costs of DISsatisfied Customers Customer Satisfaction This presentation is about the costs of dissatisfied customers. The authors investigate the main sources of customer in... The Impact of CRM on Financial Performance of Business Building a Business Case for CRM Although some practical guidelines have appeared on how to design and implement customer relationship management program... Customer Value Management Organizational Management, Value Creation Preesentation about Customer Value Management (CVM) by J. Blanc. It includes the following sections: 1. Definition of C... How to Deliver Exceptional Customer Service and Client Satisfaction Customer Experience Management, Customer Satisfaction, Customer Service, CRM This presentation elaborates briefly on customer service delivery for customer experience management. The presentation i... Practical Communication Tips for Managers Management Skills, Leadership Skills, Management Development, Leadership Development, Situational Leadership As manager you need to combine professional expertise and experience with specific character traits, interpersonal and c... Fundamental Customer Centricity Understanding what Customer Centricity Really is About Professor Ranjay Gulati gives his vision on what Customer Centricity is about: aligning your firm in a fundamental way a... The 2 Worlds of Marketing and Sales Making Sales and Marketing Work Together, Understanding the Differences Funny explanation of Marketing and Sales by contrasting and comparing them with short sketches.... The Importance of a Long Term Focus on the Customer Interview Ohmae on the Need for a Long-term Customer Focus Ohmae explains the importance of the fundamental belief that all actions of a company need to be good for all concerned,... CRM Diagram Customer Relationship Management Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

Researchlinks Spring automatisch naar andere nuttige bronnen met betrekking tot Klantrelatiemanagement CRM. Nieuws Video's Presentaties Boeken Academisch Meer

Vergelijk met Customer Relationship Management: Relatiemarketing   |  Waardedisciplines (Waardeproposities)  |  Multi-channelmarketing   |  Analytische CRM   |  Operationele CRM   |  Klanttevredenheidsmodel  |  SERVQUAL  |  Co-Creatie

Keer terug naar Management Discipline: Communicatie & Vaardigheden  |  Marketing & Verkoop  |  Strategie & Innovatie

Meer Managementmethoden, managementmodellen en managementtheorie