Customer Relationship Management

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					This Customer Relationship Management document illustrates the processes a
company must undertake to keep track, and organize all of the company's contacts.
This Customer Relationship Management document includes a summary, what
customers need, the importance of communication, building long term customer
relationships, and the role of front line staff and back office staff. This document
contains standard industry specific language. Use this document when undertaking the
process to keep track and organize a company's contacts.
Customer Relationship
Management




                        2013
                            Customer Relationship Management
                                                                 Overview

Table of Contents
 Summary ................................................................................................................................................... 4
 What Do Customers Need? ....................................................................................................................... 5
 The Importance of Communication .......................................................................................................... 5
 Situations and Circumstances that Contribute To Long-Term Customer Relationships ........................... 8
 Tools that Help to Define Successful Customer Relationship Management Systems .............................. 9
 The Role of the Front Line Staff............................................................................................................... 11
 The Role of the Back Office Staff ............................................................................................................. 11
 The Makings of a Successful Company.................................................................................................... 11
                     Customer Relationship Management
                                         Overview

Summary
        Business leaders who are the most successful achieved their top ranking because they
took the time to develop long-term relationships with their customers. They focused their
vision, their processes and their results on the feedback that they received from their
customers. These industry giants understand that this is more than simply the ‘customer is
always right’.
        Using that concept, they have developed an integrated system of values, procedures
and performance measures that makes certain the customer is central to the success of their
business. They understand that to develop both short and long-term relationships with their
customers they must build from this process. Employees at all levels of the company need to
utilize this successful business strategy. Employees should be trained in the appropriate
procedures that make it work so that they can then measure their contributions against the
standards that are required. Developing strong partnerships between the consumer and the
supplier is a key feature of this success.
       Everyone in the company needs to understand what the customers require. Strategies,
processes and procedures should be built based on an understanding of customer needs, wants
and expectations. Communicating with customers and with stakeholders is critical to
developing the appropriate environment that is needed to foster, build and maintain good
customer relationships. Keeping customers satisfied requires any or all of the following:
       A mechanism that allows them to give feedback.
       An accurate delivery of what was ordered.
       Consistent product quality.
       Convenient hours of operation.
       Effective communication between the customer and the supplier.
       Effective responses when something goes wrong.
       On-time product delivery.
       Product availability.
       Product pricing that represents a value to the consumer.
       Proper packaging and protection of the product during delivery or transport.
       Purchasing environments that are safe, clean and visually appealing.
       Recognition as a long-term business customer.
       Stable product pricing.



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                     Customer Relationship Management
                                         Overview
       Staff who are trained to do their job competently.
       Staff who value the customers, and who are helpful and courteous.

What Do Customers Need?
        Your company has to supply the products and services that the customer wants and
needs. If you don’t your customers will no longer be your customers, they will be someone
else’s because they will shop elsewhere. Customers should be given the chance to make their
own comparison about products.
        Sales personnel should be polite and helpful, and offer correct, reliable and timely
information to the customer that will enable them to make informed decisions. A salesperson
that is knowledgeable about the products and the special applications that are available with
the products will be better able to explain this to the customer. The good salespeople will
explain the advantages and the disadvantages of each product, and the warranties or
conditions that are included. They will do this in a language that is easy for the customer to
understand. Information about audio products would, for instance include:
       Accessories
       Dimensions
       Dynamic range
       Frequency response
       Input/output connectivity
       Power consumption/voltage
       Power output/wattage
       Supported audio formats
       Weight

The Importance of Communicati on
      The companies that succeed in the competitive market do so because they use research
and knowledge of their customers to design products, services, and processes that the
customer wants and will pay for. They don’t make a product or service, and then try to find a
market niche, or try to create a consumer need for it.
       The companies that are successful will find out what their customers or clients need and
want by communicating with them. They collect market research data and then they record and
analyze that data. They conduct market audits, and they ask their customers what their needs,
wants and expectations are. Most importantly, they actively listen and then they act on the



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                     Customer Relationship Management
                                   Overview
responses that they have received. Successful companies will use all of the following
knowledge driven measures to maintain their ranking in the industry:




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                     Customer Relationship Management
                                          Overview
       An understanding of industry.
       An understanding of their consumer base.
       Knowledge of marketing trends and economic changes.
       Their ability to anticipate and react to change.
       Their ability to be creative and innovative.
     Their ability to match products and services with customer needs wants and
    expectations.
       Successful companies will come up with marketing programs that attract customers to
the products and services they are offering. They provide quality product service bundles. They
constantly monitor and evaluate their production and marketing systems; and they use their
customer’s feedback to measure their successes.
        They employ competent and motivated personnel, and they give their personnel
ongoing training to help them develop good customer service practices. They develop a system
for rewarding their employees when they consistently give good customer service, both
internally and externally. They make sure that the company’s information systems are both
effective and efficient; and they build a culture that focuses on developing effective consumer
relationships. All of these processes require good communication.




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                      Customer Relationship Management
                                             Overview

Situations and Circumstances that Contribute To Long-Term
Customer Relationships
       Accurate deliveries
       A pleasant buying environment
       A quality product
       Consistent:
              availability of the product
              deliveries that are on time
              quality of the product
       Consumer recognition
       Effective communication
       Favorable outcomes when problems surface
       Operating hours that are convenient
       Product guarantees
       Stable pricing
       Staff who are:
           competent
           helpful
       The ability for the customer to provide feedback
       Value pricing




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                     Customer Relationship Management
                                          Overview
Tools that Help to Define Successful Customer Relationship
Management Systems
       A routine evaluation of performance data.
       Communication policies, procedures and standards that are clearly defined.
       Continuous improvement processes that are routinely evaluated.
       Corrective action policies, procedures and standards that are clearly defined.
       Customer feedback.
       Customer service policies, procedures and standards that are clearly defined.
       Data collection processes that give specific details about customer requirements.
       Developing customer feedback systems.
       Effective employee training processes.
       Effective information systems.
       Housekeeping policies, procedures and standards.
       Policies, procedures and standards for maintaining adequate stocking levels &
    inventory.
       Quality assurance policies, procedures and standards.
       Standard operating procedures.
       Standards for defining pricing policies.
       Valued customer policies, procedures and standards.
       Ways for measuring staff performance that is clearly defined.




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                     Customer Relationship Management
                                Overview




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                     Customer Relationship Management
                                          Overview

The Role of the Front Line Staff
         All of the players on the company team have specific areas of responsibility. Front line
staff is usually the first voice, face, or body that the customer comes into contact with. They
are very important to ‘first impressions’. Everyone knows that you only have one time to make
a good first impression. Front line staff is usually involved in the ‘face-to-face’ meetings with
the customer. It is extremely important for these employees to represent the ‘culture’ of the
company in their dress, and in their manners. They must convey that ‘how can I help’ attitude
at all times.

The Role of the Back Office Staff
        Back office personnel are the nucleus of the company. These staff members will most
likely be involved with billing issues, personnel matters, and building maintenance matters.
They will probably process payroll and accounts payable and receivable. The back office
personnel are responsible for maintaining the business relationships. They will interact with
outside vendors, the strategic partners, and the sales representatives. They are the keepers of
the statistics that report on the number of consumers that have utilized the services, and the
information that was obtained from those interactions.

The Makings of a Successful Company
       A communication system that binds all of these tools together.
       A company policy that clarifies their position.
       A continuous improvement system that identifies improvement processes.
       A customer service value system.
       A performance measurement system that allows for feedback on staff interactions.
       A training process that enlightens and ensures competent staff.
       An information system that allows for tracking and analyzing performance.
       Information about what the customer expects.
       Procedures to help employees learn how to do things consistently.
       Standards for measuring employee performance.




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                     Customer Relationship Management
                                Overview




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                           Customer Relationship Management
                                                           Overview

				
DOCUMENT INFO
Description: This Customer Relationship Management document illustrates the processes a company must undertake to keep track, and organize all of the company's contacts. This Customer Relationship Management document includes a summary, what customers need, the importance of communication, building long term customer relationships, and the role of front line staff and back office staff.  This document contains standard industry specific language.  Use this document when undertaking the process to keep track and organize a company's contacts.
This document is also part of a package Customer Relationship Management Starter Kit 5 Documents Included