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Introduction to Customer Relationship Management

Module 6 introduces Customer Relationship Management (CRM) as a strategy to enhance customer satisfaction and service through organized processes. It outlines key elements of CRM, including people management, lead management, and analytics, and describes the process of identifying target markets and defining strategies. The IDIC model emphasizes the importance of identifying, differentiating, and interacting with customers to build long-term relationships.

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7 views7 pages

Introduction to Customer Relationship Management

Module 6 introduces Customer Relationship Management (CRM) as a strategy to enhance customer satisfaction and service through organized processes. It outlines key elements of CRM, including people management, lead management, and analytics, and describes the process of identifying target markets and defining strategies. The IDIC model emphasizes the importance of identifying, differentiating, and interacting with customers to build long-term relationships.

Uploaded by

shahnshehran06
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Module 6

Introduction to CRM
Processes that help form better relationships with
customers to improve customer satisfaction and provide
the highest level of customer service.
Overall, the methodologies and tools that help
businesses manage customer relationships in an
organized way.
A company-wide business strategy designed to optimize
profitability, revenue, and customer satisfaction by
focusing on highly defined and precise customer groups.
Customer Relationship Management Strategy

Organize
Organize the
the company
company around
around customer
customer segments
segments
Encourage
Encourage and
and track
track customer
customer interaction
interaction with
with the
the company
company

Foster
Foster customer-satisfying
customer-satisfying behaviors
behaviors
Link
Linkall
allprocesses
processesof ofthe
thecompany
companyfrom
fromits
itscustomers
customers
through
throughits
itssuppliers
suppliers
Allows
Allows companies
companies to
to tightly
tightly focus
focus in
in on
on their
their target
target markets
markets
Elements of CRM
People Management
Lead Management
Sales force Automation
Customer service
Marketing
Workflow automation
Business Reporting
Analytics
Process of CRM
Identifying Target Market and Value
proposition
↓
Defining Overall Strategy
↓
Deciding on Customer Handling
↓
Selection of a Software for Performance
Management
↓
Re-engage Customers
IDIC Model
The IDIC model was developed
by Peppers and Rogers. This model
suggests that companies should take four
actions in order to the building, keeping
and retaining the long-term one-to-one
relationships with customers.
Identify
Differentiate (value, need)
Interaction

QCI (Quality Competitive Index) Model

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