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Klantrelatiemanagement (CRM)

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Samenvatting

Wat is Klantrelatiemanagement (CRM)? Beschrijving

Klantrelatiemanagement (CRM) - overzicht

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


Het creŽren van winstgevende en zeer efficiŽnte (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 cliŽnt-oriŽntatie van de gehele organisatie vereist.
 

Oorsprong van Customer Relationship Management. Geschiedenis

In de jaren 80 ontstond Direct Marketing (Directe Marketing), gebaseerd op klantenbestanden. Christan GrŲnroos en†Evert Gummesson van de ĄNoordse Schoolď 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 ťťn 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-georiŽnteerde organisatie te creŽren:

  1. Sterk klantgericht leiderschap.
  2. De missie†om een relatie-georiŽnteerde 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-georiŽnteerde 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 cliŽnten 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.


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Forum

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


onderwerp 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...
Rating35
 
Reacties4 reacties
onderwerp 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 viewed a...
Rating9
 
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onderwerp CRM in University Set Up
What kind of CRM tools are universities implementing?...
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onderwerp 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. ...
Rating7
 
Reacties1 reacties
onderwerp 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...
Rating6
 
onderwerp 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...
Rating5
 
Reacties1 reacties
onderwerp Healthcare CRM Models?
Hi, I'm looking for healthcare CRM frameworks or models. What are the main Healthcare CRM Concepts? Thanks for your ideas......
Rating5
 
Reacties2 reacties
onderwerp 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?...
Rating5
 
Reacties1 reacties
onderwerp 6 Markets Model (Payne, 1995)
Hi, can someone explain the 6 markets model which is Internal, Supplier, Referral, Recruitment, Influence and Customer market?...
Rating4
 
onderwerp 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......
Rating4
 
Reacties1 reacties
onderwerp 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?...
Rating4
 
Reacties3 reacties
onderwerp 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 transformati...
Rating4
 
onderwerp 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 upo...
Rating4
 
Reacties3 reacties
onderwerp 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....
Rating4
 
Reacties1 reacties
onderwerp 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...
Rating3
 
onderwerp 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...
Rating3
 
Reacties1 reacties
onderwerp 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...
Rating3
 
onderwerp 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...
Rating3
 
Reacties1 reacties
onderwerp More CRM Strengths / Benefits
CRM also helps to generate additional revenue from the business on a continuous basis without much additional investment....
Rating2
 
Reacties2 reacties
onderwerp 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 o...
Rating2
 
onderwerp 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 should...
Rating1
 
Reacties2 reacties
onderwerp 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?...
Rating0
 
Reacties1 reacties
onderwerp 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...
Rating0
 
Reacties3 reacties

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Best Practices

De best beoordeelde onderwerpen over Klantrelatiemanagement CRM. Hier vindt u de meest waardevolle ideeŽn 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....
Rating24
 
Reacties9 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...
Rating22
 
Reacties16 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....
Rating15
 
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onderwerp 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?...
Rating11
 
Reacties9 reacties

onderwerp 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 custo...
Rating9
 
Reacties3 reacties

onderwerp 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...
Rating8
 
Reacties10 reacties

onderwerp Customer Intimacy > WHY?
Why there should be such an intimacy in the relationship with the Customer today?...
Rating8
 
Reacties5 reacties

onderwerp 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...
Rating6
 
Reacties4 reacties

onderwerp 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...
Rating5
 
Reacties6 reacties

Expert Tips

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


Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

Implementing Customer Equity Management

Step-by-step Guide
Customer equity can be seen as the lifetime value of a companiesí existing customer base plus the expected future lifeti...
Subject

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...
Subject

CRM in Financial Services

Implementing CRM
Jim Morgan, author of the article ďCustomer Information Management (CIM): The Key to Successful CRM in Financial Service...
Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

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...
Subject

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.


Presentatie

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...
Presentatie

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...
Artikel

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...
Presentatie

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...
Presentatie

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...
Video

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...
Video

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...
Video

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....
Video

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,...
Presentatie

CRM Diagram

Customer Relationship Management
Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

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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


Meer Managementmethoden, managementmodellen en managementtheorie

Special Interest Group

Special Interest Group

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