Customer Relationship Management Consists Of The Process Company Marketing Essay

Published Date: 23 Mar 2015

It is very broadly and widely strategy for managing and fostering a company's relation with customers and sales forecast. It involves using technology to synchronize, organize and automate the business processes and sales activity, and also those for customer service, technical support and marketing.

The main goals are to find, attract and win new customer, fulfil the requirement and take care of those customer, company already has, attract previous customer towards the company product as well as reduced the cost of marketing and customer services.

Once simply a tag for a category of software tools, today, it normally denotes a company-wide business strategy acceptance all customer-facing departments and even further than. When an implementation is effective, technology, people and processes work in synergy to increase profitability, and reduce the all operational costs.

QCI (CMAT) is the leading CRM assessment tool for organizations that help to understand how they are managing their customer and to evaluate their performance to a global benchmark. The CMAT assessment is approved by the trained assessors who are experienced CRM practitioners within QCI or one of its partner organisations.

QCI (CMAT) model of customer management is use to assess the organization relation with their customer and managing their customer (see Fig 1), its cover the over 260 questions related to managing customer. Question are in the assessment is based on known and provable good practices from the client of QCI and industry leaders. A 'scoring based on evidence' approach is use to answering the each question and people in a company, operational staff and policy makers are interviewed.

Figure 1 QCI (CMAT) Model of Customer Management

Competitors

Customer experience

CM Activity

Targeting

Enquiry

Mgt

Welcoming

Getting to know the customer

Customer development

Managing problems

Win-back

The Proposition

Analysis and Planning

Measuring the effect

Processes

People and organisations

Technology

Element of QCI Model

There are 9 element of QCI Model. Each of the elements plays a vital role to improve the organization performance with their customer.

Analysis and planning

The analysis and planning section covers the customer analytics and planning capabilities.

Excellence in Customer Management is begins with the understanding of the nature, value, behaviours and attitudes of the existing customer and potential prospects. This needs to be support by a strong approach for supervision them and clear plans of the type of management activity to be implemented for different types of customers. Planning is most effective element for the good understanding.

Analysis and planning covers:

Customer value analysis

REAP analysis planning activity

Analysis and planning summery

Customer and prospect segmentation

Proposition

It is not possible for an organisation to focus on features and functions of its products and services in communicating them to prospects, customer and staff. It needs to offer the clear value proposition to their customer.

This segment base on the value, brand and services which are expected by the customer when they dealing with the organization.

Proposition covers:

Proposition development

Proposition summary

Emotional commitment

Brand stretch

Proposition summery

Customer needs research/analysis

Information and technology

The base of the whole model is depending on IT. In this section first data need to be collect. After collecting the data it needs to be stored, analyzed and used in a way that provided information.

Information and Technology covers:

Information planning

Data feed management

Data quality standards

New technology planning

People and organisation

People and organisational environment within they work, are critically important element of customer management.

This section covers the organisational and leadership and customer management framework. Customer management staff needs to be recruited, manage, measure, motivated and developed within that supporting structure.

People and organization covers:

Organisational structure for customer management

Measures framework

Leadership and culture

Supplier management

Process management

This element takes place in every organisation.

Process management covers:

Process checking

Process documentation

Radical charge

Customer management activity

This element covers the record of customer management activities and is divided into how customers are retained, acquired and developed, and how effectively it is done. The section on analysis and planning and proposition set the context for which customers are to be managed and how.

There are number of section come under customer management activity which are following below

Targeting and prospect groups with proposition

Welcoming: it's cover the customer who are new as well as the old and valued customer. It starts from "thank you" to sophisticated strategies.

Enquiry management: starts from individual expresses and continues through lead heading, qualification and lead heading

Managing problems: this section covers the problems identifications, complaints handlings and their solutions.

Win-back : this include understanding the reason of loss the customer and try to win-back it

Measuring the effect

This element is about to plan the refinement of future plans to continually improve the CRM programmed.

It's also measure the all element of customer management activity.

Measuring the effect covers:

Channel effectiveness

Campaign effectiveness

Processes and proposition

Customer experience

Measurement activity needs to understand the customer's experience that dealing with the organisations, and how this might impact on customer behaviour in future purchase.

Customer experience covers:

Channel consistency

Customer experience blueprint

Measuring customer satisfaction and commitment

Competition

This element is use to monitored the strength and weaknesses of competitors and the organisation's performance in the light of competition.

Customer management activity example:

The best example of cm activity is related to the Hyundai motor car company. This company want enters into a two way dialogue. This company wants to share dialogue with their customers to know the requirement of new car and the basic need.

Most manufacturers collect information through the magazine. This is a most important element of the contact strategy for both prospectus and existing customers. Most of the manufacturers get the information through questionnaires by an article. In developing country Hyundai customer retention team took into account the effect of a Broadway product offering. Hyundai Company divided the customers into four different segments. Collect information play vital role because in these kinds of ways company knows about the thinking of the customers.

They fallow the customer management activity. They attract the customer with feature of their product, price and comfort. They always work on the strategy of welcome and try to win-back their old customer.

They mail six issues in a year to their 110,000 customer with the personal cover letter. They got response of 37,000 customers within a year.

Processes management example

Yorkshire electricity retail division is the best example of the processes management.

Like all other companies Yorkshire electricity has a set of processes management which covers the interactions and contact points of the company presents customer. They just focus on the

present customer. So the problems comes that they loss the focus on the old customer of the company about their experience with the Yorkshire electricity.

To improve the company relation with their customer they planned the strategy to always focus on the customer about when they need changes to its processes and procedures.

So they communicate widely within the Yorkshire electricity and they focus in the minds of the people who had to develop and change customer impacting processes. They know that the customer experience is very necessary and considerable for the operational measurement.

Conclusion:

To follow the customer relationship management is importuned for any company to make a better relationship with their customer, understand their problem, strategy to solve the problems, customer care and so on.

Each element of QCI (CMAT) model covers the all section of customer relationship management related to customers. Each of the elements plays a vital role and has their own importance.