Professional Documents
Culture Documents
RELATIONSHIP
MANAGEMENT
CRM: Is It Right For Your Company?
Ch. 1 Commerce in the 21st Century
Judith W. Kincaid
Customer?
Oxford: A person of a specified kind with whom one
has to deal
Websters: An individual usually having some specified
distinctive trait
The one who is buying a product but it includes all
Loyalty?
Oxford: A strong feeling of support or allegiance (commitment)
Websters: A feeling of strong support for someone or something
Customer loyalty is a behavior, built on positive experiences and
Customer Loyalty
Impact of (e)Marketing
Internet
Effects
Operational
Excellence
Product Leadership
Customer Intimacy
Access
Easy
comparison with
other products
and swap
Commoditization easy.
Leadership lost due to
information availability
to competitors
Providing human
contact
Control
Always on 24/7
Interaction preference
Speed
Quick Process
expectations
Efficiency preferred
and not loyalty
Globalization
Language
issues,
Localization
Automation
Process
disconnects
Distance from
customer needs
Loss of human
memory/connection
and money
Sustained advantage is lost
Commoditization occurs
Less
Differentiation
Commoditization
Lower Profits
Less R & D Budget
Less R & D
Less differentiation
human interaction?
We will learn how to do this in context of too few or
too many persons responsible for relationship