CUSTOMER RELATIONS
MANAGEMENT BY OYEWOBI I.
ABIGEAL
MODULE 1- INTRODUCTION TO CUSTOMER RELATION
MANAGEMENT
INTRODUCTION
In basic terms customer relations management is
management of customer relation, the three main points are
CUSTOMER, RELATIONS, and MANAGEMENT.
Who is a customer?
According to Investopedia, customer is an individual or
business that purchases another company’s goods
[Link] in simple terms, a customer is someone who
buys a commodity or services from an organization
WHAT IS RELATION?
Relations describes the ways that a company will engage
with its customer to improve the customer experience
WHAT IS MANAGEMENT?
Management is a process of planning, decision making, organizing,
leading, motivating and controlling resources financial, physical and
information resources of an organization to reach its goals in an
efficient and effective manner.
NOW
Customer relations management refers to the methodologies and
tools that help businesses manage customer relationships in an
organized way. CRM is an upright concept or strategy to solidify
relations with customers and at the same time reducing cost and
enhancing productivity and profitability in business. Also CRM system
is implemented for small and large enterprises
According to GARTNER CRM is a business strategy
designed to optimize profitability, revenue and customer
satisfaction
CRM encompasses a lot of things which are:-
• Customer, support, quality, relationship, management,
marketing, service, sales.
All this sums up the all essence of CRM
CRM by organizations can be divided into two categories.
• External relations
• Internal relations
EXTERNAL RELATIONS has two major stakeholders which are
customers and suppliers
CUSTOMER RELATIONS
Can be defined as the process by which companies promotes
customer satisfaction and loyalty
• Building a strong reputation for brand and company
• The ultimate goal of customer relations program is to build long
term relationship
SUPPLIER RELATIONS
All companies try to build a strong relationship with their suppliers
• Supplier relationships are different from simple purchasing
transactions in several ways
INTERNAL RELATIONSHIP
• It is an integrative process with in a system for
fostering positive working relationship in a
developmental way in a climate cooperation and
achievement.
• Internal relationship is an ongoing process that
occurs strictly within a company or organization.
• Internal relationship helps to motivate and
empower employees at all levels of management
and its consistently deliver a satisfying customer
experience.
Features of internal relationship management
• Customer commitment is earned in a social
contract
• There is an open idea for mutual gain.
• Close partnership between suppliers and
customers.
• Customers are viewed as individual people and
so are value providers.
• Continuous interaction and dialogue between
suppliers and customers.
• • Focuses on discovering, creating and
responding to customer needs.
• • Relationships are viewed as enterprise assets.
• • There is a systematic collection and
dissemination of customer information (detailing
and negotiating requirements, expectations,
needs, attitudes and satisfaction)