Crm english

May 08 Customers relationship Management

CRM : Customers Relationship Management

Sanaa TAZI SAOUD


Definitions

«Managing the customers is a global approach which allows to create, maintain and expand the customer base »

CRM is not part of Marketing and Sales it is much widerCRM should not be relegated to information systemsCRM is a way of thinking and a way of managing relations with customersCRM requires to implement strategic plans CRM concerns all the company’s functions


Definitions

CRM helps collect the data on the customers and on their consumption habits in order to analyze them and use them at all the company’s levels. CRM allows to understand the customers’ behavior and o predict their attitudesCRM allows to :

Conquer new customers Create customers portfolios carrying added valueTo understand the customers preferences


Definitions

CRM allows to create high value added relations in a high tech environmentCRM manages the customer relations more effectively and allows to decrease the costs as well as by consolidating the product and services offerDon’t confuse strategy with technologyTechnology by itself doesn’t solve the problems The technology remains a tool servicing the company’s strategy and creating customer valueTo be successful you have to wonder

Who are your customers ? What do they want ?How to keep them ? Which information do we need to retain them ?


The customers

There are beneficiary clients and others which are not

There are customers which give importance to long lasting relationships and other not

You need to be able to analyze the customer behavior


Cultural Factors

Culture

Sub Culture

Buyer

Social Class


Social Factors

Reference Groups

FamilyThe Roles

and the Status


Personal Factors

Age, Family status

Life style

Occupation,

Financial Health

Personality and

self concept


Psychological Factors

Motivation

Attitudes and beliefs

Perception Learning


The Purchase Decision

Problem recognition

Information search

Evaluating the alternatives

Action : the purchase

Post buying behavior


The fidelity

Richard Oliver 1997 : « a deep and regular engagement to purchase regularly a product or service more appreciate than the others however the circumstances are or whichever changing actions are undertaken, which can have an impact on the marketing proposition to create a behavioral change »


The egg relation

Best customers

CRM strategy

The relationship is perceived as

highly profitable

High satisfaction on the customer

side

High fidelity

The relationship is highly valued by both sides


The fidelity Diagram

Birth of the relation

Client conquest

Improvement of the relation

Fidelity of the customer

Strong couple

CRM


Measuring the customers relationship

Example : Fidelity cards

The costs of acquiring customers are high and higher than those of maintaining customers

Customers rotation = clients kept / Total clients


The fidelity map

Improvement of the relationship

Fidelity

Strong coupleCRM Strategy

Birth of the relationAcquiring customer

Improvement of the relationship

Fidelity

- +

-

+

Degree of faithfulness

Degree of profitability


The Key Success Factors

Strong internal collaborationAll the employees must assemble a maximum of information on the customersThe CRM tools have to be easily accessible for the employees and the customersThere has to be feed back on the information used but as well the information reported has to be usedDon’t use high tech when low tech is enough


The information

Too much information kills information

How can you get your way through so much information

There must be a specified objective to aim at and collect the information depending on this objective


The profile Service / Sales Clients

1. Which CRM model are you trying to build ?

2. What is your current strategy ?

3. It does help to communicate with the others : 1. Sales is not CRM2. Customer service expend beyond the buyer (stakeholders)3. The sellers and the customer service are part of the same team


Three Sales / Service Levels

Level 1 : The Initial Transaction

Level 2 : The repeated relationship

Level 3 : The customers advocates


The Service / Sales Profil : The Pyramid

The customers advocates

The repeated relation

The Initial Transaction


Le profile 2 : La sablier

Repeated Relation

Customers advocates

Initial Transaction


Le Profile 3 : The hexagon

Initial Transaction

Repeated relations

Customers advocates


The problems posed by the different profiles

The company risks to target only on part of the profile


Managing the Initial transaction

Level 1 is like an auditionYou need to keep it easy

How can you make the customers understand you ? How can you synthesize the transaction ? How can you make the environment more agreeable and more welcoming ?

Capture the opportunity e


The repeated relation

This level allows a maximum profitsThe individual customer

Tracing back the steps of the relationAllow for variationsLooking for opportunities to expand the relation

Many buyersEstablish a relationDon’t link the relations one with the otherCompute the total customer value


Managing customer advocates

You need to know what is important to talk about

You need to know which are the changes that you need to talk about

Asking from customers advocates to share their recommendationsYou may ask satisfied customer to recommend youAssembling and distributing testimonies


Choosing the CRM Strategy

Establishing a mission, a vision and a strategic path to follow, even if it takes time and effort, it remains very important for the companyThe enterprise needs a well routed strategy and as well for CRMTry o collect the existing strategies

At top management levelAt departments levels

Set operational objectivesAt top management levelAt departments levels

Select your partners and you coworkers


Establish a CRM Strategy

The CRM strategy is established after many meetings where the concerned people share their views on which strategy to follow

In order to establish a strategy you need the employees’ adhesion


Selecting the most appropriate strategy

Criteria 1 Criteria 2 Criteria 3 Criteria 4 Criteria 5

Strategy 1 √√

Strategy 2√ √

Strategy 3√ √ √

Strategy 4√ √ √


Managing information on the customers

Assembling information on customersIt is difficult to collect information on customers some of them simply resistIt is difficult to gather accurate information, sometimes you only collect junkYou have to ask the correct questionsYou need to decide on which information o keep or notThe personal are those who collect the information for you, you need to keep them up to dateYou need to knwo which information you can share and which tou need to keep for youselfYou cannot share all the information (discrecy)


Managing the customer relation : from fidelity to dependency

Step 1 : Acquiring new customers

Deploy the sales forceTraining the employeesDeploying MarketingKey Success FactorsBenchmarkingQuestionnaires


Managing the customer relations : From fidelity to dependency

Step 2 : Fidelity

SegmentationPositioningProduct Strategies


Managing customer relations : From Fidelity to dependency

Step 3 : Strategic Customer Relationship Management

Information TechnologyImplementing The CRM Tools


The 5 pillars of Strategic CRM

Defining Homogeneous Profiles

Segmentation

Information Collection

Technologic Investment

Managing Customers


The CRM

The customer relationship must be established along with objectives to be aimed at

Corporate ObjectivesDepartment ObjectivesFunctional ObjectivesIndividual Objectives

In the CRM, the customer by itself is the creator, the innovator, and its from the information collection that the marketing offer is crafted


La place de la technologie

La technologie est un outil très intéressantLa technologie simplifie la collecte de l’informationLa technologie permet le traitement efficace des informationsIl faut pouvoir maîtriser la technologie utiliséeLa technologie à elle seule n’est pas suffisanteSeule une stratégie bien pensée et bien mise en place garantie le succès du CRM


Les étapes de la mise en place du CRM

1 Mobiliser et convaincre l’équipe

2 Evaluer la disposition au changement

3 Segmenter la clientèle

4 Etablir le profil de vos clients stratégiques

5 Ecouter la voix du client

6 Analyser les points faibles

7 Mobiliser l’équipe chargée des comptes stratégiques

8 Définir un plan d’action stratégique

9 Assurer la formation des équipes

10 Mettre en œuvre des stratégies en prévoyant toutes les fonctions

11 Vérifier les résultats et effectuer les ajustements nécessaires


Acquisition de clients et CRM

Identification de grands segments

Définition plus précise des besoins et des comportements des clients et de leur potentiel

Relation étroite et individualisée avec les clients


Phase 1

Segmentation en fonction de la rentabilité et traitement des clients actuels

Analyse élémentaire de la clientèle avec une certaine influence sur les produits, canaux, tarifs, services et actions de fidélisation ou d’élargissement de l’offre

En général les entreprises sont à structures cloisonnées


Phase 2

Gestion proactive des clients actuels et des prospects, au moyen d’une analyse de segments définis selon la rentabilité et les comportementsInformation transmise aux points de contacts avec la clientèle (agences, centres d’appels…) afin de modifier le service clientèle et le marketing


Phase 3

Profondes transformation des stratégies processus, structures et systèmesHaute capacité de prévision, favorisant l’acquisition e nouveaux clients et l’élargissement de l’offreInfluence sur les stratégies des concurrentsEvaluation, mesure et perfectionnement systématique des stratégies et tactiquesAcquisition permanente de connaissances Réorganisation des structures traditionnelles


Développement de nouveaux produits

Création Evaluation Test Lancement


Facteurs influençant le choix de nouveaux produits

Tendances de marché

PESTEL

Recherche et Développement

Alliés et concurrents

Porter

Personnel

Clients


Avantages d’un produit / service

Avantages fondamentaux

Caractéristiques

ConceptionPrix

PackagingFonction

Services avant vente

Service vente

Service en court de vente

Livraison

Service / conseilDisponibilité

Finances

Garanties

RéputationImage

Valeurs perçues

Marques Qualité perçue

Recommandations


Critères du Clients

Informations PrixService

CommunicationQualité InternetRecherche

Distribution


Critères de l’entreprise

Couverture du marchéPlanification des scénariosInsatisfaction des clientsNouvelles technologiesContrôleConflits d’intérêtRentabilitéSoutien

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