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.

Que 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 -

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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

Recursos - Customer Relationship Management Premium   Notícias Customer Relationship Management Method         Notícias Customer Relationship Management Approach         Vídeos Customer Relationship Management Method         Vídeos Customer Relationship Management Approach         Apresentações Customer Relationship Management Method         Apresentações Customer Relationship Management Approach         Mais Customer Relationship Management Method         Mais Customer Relationship Management Approach

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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