Klantrelatiemanagement (CRM)

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Samenvatting

Klantrelatiemanagement (CRM) - overzichtWat 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


Special Interest Group

Klantrelatiemanagement CRM Special Interest Group.



Special Interest Group (126 leden)

Forum

Forumdiscussies over Klantrelatiemanagement CRM. Hieronder kunt u een vraag stellen over dit onderwerp, uw ervaringen delen, een nieuwe ontwikkeling melden, of iets toelichten.


Begin een nieuw onderwerp over Klantrelatiemanagement CRM

 

Relationship Between Employee Retention and Customer Relationship Management
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Rethinking Call Centers
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The CRM-paradox by Nguyen
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CRM in a Monopoly Situation
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Healthcare CRM Models?
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CRM in Military Organizations?
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6 Markets Model (Payne, 1995)
Hi, can someone explain the 6 markets model which is Internal, Supplier, Referral, Recruitment, Influence and Customer market?...
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CRM Practices in FMCG Sector
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Relationship with Company or with Employees?
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Stages of Customer Service Transformation
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Managing Customer Complaints
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Start CRM with Fixing Fragmented Customer Service Processes
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Six Relationship Management Interaction Processes (Geersbro and Ritter) for International Relations
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Increasing Student Retention using Higher Education CRM
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Advanced Customer-Oriented Strategy: Customer Advocacy
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An Extreme CRM Case: Front Office
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More CRM Strengths / Benefits
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Customer Relationship Management Metaphor
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Customer Relationship Management History
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CRM in Government
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Tool to assess CRM maturity?
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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....
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CRM: What Forms a Strong Customer Relationship?
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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....
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Theories of Customer Relationship Management (CRM)
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Why Customer Relationship Management? What Makes CRM Viable?
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Social Customer Relationship Management | Social CRM
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Customer Intimacy > WHY?
Why there should be such an intimacy in the relationship with the Customer today?...
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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...
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Customer Relationship Management as a Strategic Development Philosophy
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Expert Tips

Geavanceerde inzichten over Customer Relationship Management (Engels). Hier vindt u professionele adviezen van deskundigen.


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Understanding The Nature of Customer Services
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The New Consumer and CRM

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A Closer Look Into Customer Value

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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

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This presentation elaborates on service quality, especially focusing on perceptions and expectations of consumers and th...

The Costs of DISsatisfied Customers

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The Impact of CRM on Financial Performance of Business

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Customer Value Management

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How to Deliver Exceptional Customer Service and Client Satisfaction

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This presentation elaborates briefly on customer service delivery for customer experience management. The presentation i...

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Fundamental Customer Centricity

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The 2 Worlds of Marketing and Sales

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The Importance of a Long Term Focus on the Customer

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CRM Diagram

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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


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