HOW CRM CONTRIBUTES TO MANAGE CUSTOMERS TO MEET CUSTOMER’S EXPECTATIONS.
Why manage customers? What do customers want? Those questions want any Marketing manager, CMO, Customer Relationship Manager, etc.. answer.
What do customers want?
Most obviously, and this is the extent of many suppliers’ perceptions, customers want cost-effective products or services that deliver required benefits to them. (Benefits are what the products or services do for the customers.) Note that any single product or service can deliver different benefits to different customers. It’s important to look at things from the customer’s perspective even at this level.More significantly however, customers want to have their needs satisfied. Customers’ needs are distinctly different to and far broader than a product or service, and the features and benefits encompassed.
Customers’ needs generally extend to issues far beyond the suppliers’ proposition, and will often include the buying-selling process (prior to providing anything), the way that communications are handled, and the nature of the customer-supplier relationship.Modern CRM theory refers to the idea of ‘integrating the customer’. This new way of looking at the business involves integrating the customer (more precisely the customer’s relevant people and processes) into all aspects of the supplier’s business, and vice versa. This implies a relationship that is deeper and wider than the traditional ‘arms-length’ supplier-customer relationship. The traditional approach to customer relationships was based on a simple transaction or trade, and little more. Perhaps there would be only a single point of contact between one person on each side. All communication and dealings would be between these two people, even if the customers’ organization contained many staff, departments, and functional requirements (distribution, sales, quality, finance, etc).
The modern approach to customer relationship management is based on satisfying all of the needs – people, systems, processes, etc – across the customer’s organization, such as might be affected and benefited by the particular supply.
Why manage customers?
Customers are the usual source of income for an organization. (If not then they will certainly leverage your income, as in the case of readers of a free publication which is funded by advertising. As such there are two types of customers: the readers and the advertisers).
Customers are also an exceptional source of information – information which is vital to enable a business to succeed; ie., giving customers what they want.
Managing customers entails:
- knowing what customers want and need – which enables you to focus your production and service efforts
- knowing which products or customers have most growth potential – which enables you to focus on developing highest potential
- knowing which products or customers are most or least profitable – which enables you to focus on maximising profit
- knowing which customers will be advocates and supporters – which enables you to provide references, case studies, and to safely test new products and services
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- What are the benefits of effective CRM?
- Main Purpose Of using CRM: CRM focuses on building relationships with your customers
- CRM conditions & impact of organisation
- CRM Excellence & Effective Communication
- CRM Process, Features and Customer-focused …
- How CRM contributes to manage customers to meet customer’s expectations.
- CRM: Managing customers und Customers’ expectations