Kundrelationshantering (Kundrelationsmarknadsföring, CRM)

Kunskapscenter

Vad är Kundrelationshantering, Kundrelationsmarknadsföring, CRM? Beskrivning

CRM Kundrelationshantering kan definieras på många olika sätt. Några personer understryker betydelsen av informationsteknik i användningen av CRM, några argumenterar för att det står för en kundcentrerad organisation, någon tror att CRM är en funktions marknadsföringsstrategi, andra betonar att CRM i första hand är en affärsstrategi. Vi samtycker med Peelen (Kundrelationshantering, Kundrelationsmarknadsföring, CRM, 2006) att den definition som framlagts av Gartner Group (2004) är attraktiv: CRM är en IT-möjliggörande affärsstrategi, med ett resultat som optimerar lönsamhet-, intäkt- och kundtillfredsställelse genom att organisera med hjälp av kundsegment som vårdar kundtillfredsställandebeteenden och genomför kundcentrerade processer.

CRM är en affärsstrategi och är mer än en funktions strategi. Den berör organisationen i sin helhet: marknadsföra, försäljning, DEN, logistik, ekonomi, produktion, FoU, timme, hantering, etc. När vi väl definierat CRM, är det direkt uppenbart att genomföra CRM i sin helhet är en lätt skrämmande utmaning.

Att skapa lönsamma och mycket effektiva (kundkontakts-) processer är inte nog tillräckligt. För verklig Kundrelationshantering krävs en kundrelationsstrategi, en relationsmarknadsföringsfilosofi, i stället för en transaktionfokuserad marknadsföringsfilosofi, såväl som en kundorientering av hela organisationen.
 

Ursprunget till Kundrelationshantering. Historia

Under 80-talet passerade utvecklingen av Direktmarknadsföring som var starkt beroende av kunddatabaser. Christan Grönroos och Evert Gummesson från den ”Nordiska skolan” och Theodore Levitt förtjänar speciella omnämnaden i denna artikel. De var de första som beskrev Relationsmarknadsföring kontra transaktionsmarknadsföring. Också de definierade egenskaperna hos relationscentrerade organisationer, och de erbjöd motsvarande marknadsföringsverktyg. År 1995 så beskrev Treacy och Wiersema (1995) deras tre Värde Discipliner. Kundintimitet/-relationer var en av dem. Som ett resultatet omformades CRM i slutet på 90-talet från ett webbbaserat kontakthanterings- och informationsverktyg, som svaret på en kundorienterad strategi.

Användningen av Kundrelationshantering. Användningsområden

• Företag som vill skapa en kundrelationsstrategi.
• Företag som önskar att åstadkomma en kundvänlig image.

Stegen i Kundrelationshantering. Process

Följande områden formar de huvudsakliga beståndsdelarna för att skapa en kundrelationsorienterad organisation:

1. Starkt kundorienterat ledarskap.
2. Uppdraget att vara en relationsorienterad organisation som siktar på det långsiktiga interagerandet.
3. Företagets syftet inriktat mot kunden.
4. Den huvudsakliga strategin är att vinna kundrelationen.
5. Företagets värderingar och de anställdas värderingar fokuserar på att att bry sig om sina kunder.
6. Beteendekoder och standarder reflekterar kundinlevelsen och önskemålet om att bygga långsiktiga relationer och engagemang.
7. En relationsorienterad organisatorisk kultur.
8. En organisation, som sätter kundkontakten i centrum. Jämför: Samskapande Prahalad och Ramaswamy Business Process Reengineeringmetoden Hammer och Champy.
9. Personalen: empatiska kommunikationfärdigheter som att bry sig om kunder.
10. System som kan hjälpa till att förbinda och klara av hårda värderingar med de mjuka värderingarna, som i Värdfördelskedja, Värdevinstkedjan och Balanserade Styrkort Kaplan och Norton.

Styrkor med Kundrelationshantering. Fördelar

• Starka relationer med beställare erbjuder ett högt skydd för mothandlingar från konkurrenter.
• Lojala kunder kan vara mer lönsamma. Vinnandet av nya kunder är dyra och tillfredsställda kunder kan köpa mer, nöjda kunder kan komma med extra kunder, Etc.

Begränsningar med Kundrelationshantering. Nackdelar

• Att genomföra CRM på ett holistiskt sätt är ingen sinekur/latmansgöra.
• Det är svårt att få stora CRM-investeringar till att bli lönsamma.
• Det är ännu svårare att uppnå en hållbar konkurrensfördel Konkurrensfördel (Porter) med CRM.

Antaganden med Kundrelationshantering. Villkor

• Om vi är snälla mot våra kunder, kommer de att vara detsamma mot oss.
• Att förändra från den nuvarande strategiska disciplinen till en kundrelationsdisciplin är fullt möjligt.

Bedöma kundtillfredsställelsenivåer

Två tekniker som bedömer den aktuella nivån på kundnöjdhet, är Kundnöjdhetsmodell och SERVQUAL-metoden för tjänsteföretag.

Bok: Ed Peelen - Kundrelationshantering, Kundrelationsmarknadsföring, CRM

Bok: Heskett, Sasser och Schlesinger - The Service Profit Chain

Diskussioner Forum om Kundrelationsmarknadsföring | CRM. Starta ett nytt ämne Dela din kunskap eller ställ en fråga   Relationship Between Employee Retention and Customer Relationship Management In my opinion, retention of employees plays an important role in managing relationship with customers. Organizations whi... 35   4 kommentarer Rethinking Call Centers TRADITIONAL CUSTOMER SERVICE Experiences of callers with help desks and customer service representatives are typica... 9   4 kommentarer CRM in University Set Up What kind of CRM tools are universities implementing?... 8   2 kommentarer 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 ... 7   1 kommentarer 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 certa... 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... 5   1 kommentarer Healthcare CRM Models? Hi, I'm looking for healthcare CRM frameworks or models. What are the main Healthcare CRM Concepts? Thanks for your idea... 5   2 kommentarer 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 kommentarer 6 Markets Model (Payne, 1995) Hi, can someone explain the 6 markets model which is Internal, Supplier, Referral, Recruitment, Influence and Customer m... 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 ser... 4   1 kommentarer Relationship with Company or with Employees? Can a business customer relationship be said to exist between: - a company and its customers or is the relatio... 4   3 kommentarer Stages of Customer Service Transformation Marketing and managing customer relations are very important in business. Many new concepts and ideas are constantly bei... 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 lo... 4   3 kommentarer 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 ... 4   1 kommentarer 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 sp... 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 Nati... 3   1 kommentarer Advanced Customer-Oriented Strategy: Customer Advocacy The development of the Internet has resulted in more powerful consumers than before. The Internet facilitates the gather... 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.... 3   1 kommentarer More CRM Strengths / Benefits CRM also helps to generate additional revenue from the business on a continuous basis without much additional investment... 2   2 kommentarer 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 ... 2   3 kommentarer Customer Relationship Management Metaphor CRM is like farming the field: Firstly you should own some field of land. Then you input seeds, water and fert... 2   Customer Relationship Management History I'm studying marketing and have been tasked with writing a historical perspective / literature overview on customer rela... 1   2 kommentarer CRM in Government How do you think can CRM be implemented in government sector? How can it be integrated with e-government? Boosting ... 0   1 kommentarer

Best Practices Topprankade ämnen om Kundrelationsmarknadsföring | CRM. Här hittar du de mest värdefulla idéerna och praktiska förslagen. Framework for Monitoring Customer Service Dear all, please let me know what is an approproate framework for monitoring customer service. Thank you in advance... 24   9 kommentarer 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... 22   16 kommentarer 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 c... 15   7 kommentarer 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... 11   9 kommentarer 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 ret... 9   3 kommentarer Social Customer Relationship Management | Social CRM Because of the increasing popularity of social media technologies, Customer Relationship Management now gives way to a b... 8   10 kommentarer Customer Intimacy > WHY? Why there should be such an intimacy in the relationship with the Customer today?... 8   5 kommentarer 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 Custom... 6   4 kommentarer 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' applicat... 5   6 kommentarer

Experttips Avancerad insikt om Customer Relationship Management (Engelsk). Här hittar du professionella råd från experter. 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...

Informationskällor Olika informationskällor om Kundrelationsmarknadsföring | CRM. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och 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 ...

Forskningslänkar Hoppa automatiskt in i ytterligare användbara källor angående Kundrelationsmarknadsföring | CRM. Nyheter Videor Presentationer Böcker Akademisk Mer

Jämför Kundrelationshantering med: Förhållande Marknadsföring  |  Värde Discipliner  |  Flerkanalsmarknadsföring, Multikanalsmarknadsföring  |  Analytisk CRM  |  Operativa CRM  |  Kundnöjdhetsmodell  |  SERVQUAL-metoden  |  Samskapande Prahalad och Ramaswamy

Retur till Management Start: Kommunikation och Färdigheter  |  Marknadsföring och Försäljning  |  Strategi & Innovation

Mer Management Metoder, Modeller och Teori