customer relationship management overview

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Customer Relationship Management Overview

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Customer Relationship Management Overview

KeyPoints to develop in your own time!

Introductory concepts @ OxfordCambridge.Org all for free and free for all.The information gathered here is under KeyPoints format and may be use:- Either to give the reader an overview before deciding for a full scale study of the subject.- Or to guide readers in expanding their knowledge on the given topic. Some recommendations, perhaps:- Identify all the KeyPoints on which you feel a need to expand your knowledge.- Choose a good book or two and/or info from Internet.- And then work towards gaining that knowledge.Please enjoy!





Aim of publicationTo introduce the reader or the learner to the principles of Customer Relationship Management





After developing the KeyPoints outlined in this publication, you should mainly be able to:☺ reverse customer dissatisfaction.☺ reinforce excellent customer service behaviors.☺ manage internal customer relationships.☺ learn the art of service recovery.☺ analyze your company's level of customer service internally ☺ get on the path to effective customer service on the Web

Learning Objectives




Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)

Customer Relationship Management Overview – Summary.☺ Good companies are customer-focused but great

companies are customer-driven as they develop a relationship with their customers.

☺ An organization's greatest resource is its people; still, in today's competitive market, hiring and keeping customer service professionals is not an easy task.

☺ Managing customer relationships isn't straight forward. When a customer has an unexpected problem with a product or service, there is a risk losing that customer to the competition.

☺ Excellent customer service starts internally and is reflected externally.

☺ Unless processes, procedures, organizational culture, and employee relationships support a service environment, the organization will fail to deliver an outstanding service.

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Customer Relationship Management Overview – Summary.☺ The most influential technological advancement of this era

is the birth and growth of the Internet.☺ To make sure your company succeeds with an e-Commerce

strategy, you need to make a difference.☺ How do you separate the standard companies from the

service-oriented giants?☺ You look at their overall service records.☺ It's sustaining quality customer service that counts

nowadays.




☺ (Section 1) A Customer-driven Organization.☺ (Section 2) Hiring and Retaining Service

Professionals.☺ (Section 3) Effective Service Recovery.☺ (Section 4) Serving Internal Customers.☺ (Section 5) Beginning Digital Customer

Relationships.☺ (Section 6) Sustaining Excellent Customer Service.☺ (Section 7) Managing Customer Relationships.

Effective Business Meetings - Sections list





(Section 1) A Customer-driven Organization – Summary.☺ Good organizations are customer-focused. Great companies

are customer-driven, they don't just focus on customers.☺ Great organizations develop a relationship with their

customers; they listen and commit to making their customers happy.

☺ Every decision is driven by giving their customers, what they say, they want, not what the organizations believe they want.

☺ To become truly successful, an organization needs to acknowledge and honor the relationship it has with its customers.

☺ Thus, this commitment should be reflected in everything the organization does - from creating a mission statement, to treating customers like partners, to carrying out the kind of business that guarantees customer satisfaction.




(Section 1) A Customer-driven Organization – HighPoints.☺ A Mission Statement on Target.☺ Making Customers Business Partners.☺ Be Pro-active in Making Customers Business Partners.




(Section 1) HighPoints: A Mission Statement on Target.☺ recognize the benefits of using a customer-driven mission

statement.☺ identify the input needed to write a customer-driven

mission statement.☺ sequence the steps for writing a customer-driven mission

statement.☺ list strategies to keep the customer-driven mission

statement vital.☺ identify ways of helping employees bond with the

organization's customer-driven mission statement.




(Section 1) HighPoints: Making Customers Business Partners.☺ identify the advantages of developing a partnership

relationship with your customers.☺ distinguish needed strategies that enhance customer

partnerships.☺ enumerate important practices that could be a threat to a

partnership relationship with customers.☺ identify effective strategies for benefiting from customer

complaints and issues.☺ consider appropriate marketing tools for different partners

in workplace situations.




(Section 1) HighPoints: Be Pro-active in Making Customers Business Partners.

☺ recognize the benefits of managing customer relationships.☺ identify examples of businesses which succeed in this field.☺ list the steps involved in applying pro-active methods to an

organization.☺ itemize effective pro-active methods in-house.☺ identify effective means of supporting pro-active front-line

employees.




(Section 2) Hiring and Retaining Service Professionals – Summary.☺ An organization's greatest resource is its human resources.☺ And yet in today's highly competitive market, hiring and

keeping valuable customer service professionals is not an easy task.

☺ How to identify the specific skills and qualifications a particular position requires?

☺ How to attract the right candidates?☺ How to elicit the information you need from candidates to

make effective hiring decisions?☺ What does it take to keep valued employees?




(Section 2) Hiring and Retaining Service Professionals – HighPoints.☺ Model a Hiring Plan.☺ Hiring Process.☺ Orienting New Customer Service Employees.☺ Retaining Customer Service Professionals.




(Section 2) HighPoints: Model a Hiring Plan.☺ recognize the benefits of modelling a hiring plan.☺ match categories in a job definition with customer service

items.☺ examine the description of a position to determine

attributes to include in a profile.☺ use effective interviewing techniques to draw out

candidates' values and attitudes.




(Section 2) HighPoints: Hiring Process.☺ recognize benefits of spending time and effort to attract,

recruit, and interview customer service employees.☺ use an appropriate strategy to attract and recruit qualified

job candidates.☺ apply an appropriate strategy for screening job applicants

prior to a formal interview.☺ identify steps to gather information in the interview

process.




(Section 2) HighPoints: Orienting New Customer Service Employees.

☺ recognize the benefits of orienting new customer service employees to their jobs and the organization.

☺ identify ways to effectively orient new employees to the organization.

☺ analyze training scenarios to determine what needs to be improved to make a program more effective.

☺ apply appropriate feedback as means of performance appraisal.




(Section 2) HighPoints: Retaining Customer Service Professionals.☺ recognize the value of using incentives to retain customer

service professionals.☺ identify principles of retaining employees through

compensation.☺ define guidelines for establishing an effective recognition

process.☺ identify effective environmental enrichment techniques to

retain service employees.




(Section 3) Effective Service Recovery – Summary.☺ Managing customer relationships is not always an easy

task.☺ When a customer has an unforeseen problem with a

product or service, there is a risk losing that customer to the competition.

☺ With the competition for gaining new customers being fierce, it is necessary you and your organization to do everything to retain existing customers you worked hard to acquire.

☺ To accomplish that, you and the organization need policies and processes to help you act and proactively solve problems and regain customers’ trust.

☺ Thus, learn the set of carefully designed procedures, strategies, and techniques designed to salvage your valued customer relationships.




(Section 3) Effective Service Recovery – HighPoints☺ Customers' Recovery Expectations.☺ Basic Service-recovery Skills.☺ Fundamentals of Service-recovery Systems.




(Section 3) HighPoints: Customers' Recovery Expectations.☺ identify the value of understanding customers’

expectations in the service-recovery experience.☺ distinguish customers' organizational expectations.☺ describe customers' expectations of service personnel.☺ apply recovery principles to defuse a customer's emotional.




(Section 3) HighPoints: Basic Service-recovery Skills.☺ recognize benefits of using service-recovery skills to satisfy

a customer.☺ use basic recovery tactics to make a connection with

customers.☺ use basic recovery guidelines to create an effective

solution with customers.☺ identify techniques for going the extra length.




(Section 3) HighPoints: Fundamentals of Service-recovery Systems.

☺ recognize the value of creating a service-recovery system.☺ identify steps to take to identify service issues in a service-

recovery system.☺ discover strategies of an effective solution process.☺ identify steps to create the evaluation process of a service-

recovery system.




(Section 4) Serving Internal Customers – Summary.☺ This concerns the needs of often overlooked groups of

individuals: internal customers.☺ Excellent customer service starts internally and is reflected

externally.☺ Unless processes, procedures, organizational culture, and

employee relationships support a service environment, the organization will fail to deliver excellent service.

☺ One must begin by determining who the internal customers are, then understanding their needs, and fostering a sense of unity at organization level.

☺ Next, understand how teamwork and service teams can benefit the organization.




(Section 4) Serving Internal Customers – Summary, continues.☺ Partnering successfully and learning to empower service

employees are other important elements.☺ Finally, analyze your company's level of customer service

from an internal perspective and solve specific service issues.




(Section 4) Serving Internal Customers – HighPoints.☺ Looking within the Organization.☺ Managing Internal Relationships.☺ Partnering Successfully.☺ Empowering Service Employees.




(Section 4) HighPoints: Looking within the Organization.☺ recognize the benefits of improving internal customer

service.☺ identify characteristics associated with a powerful internal

customer service mind-set.☺ exploit techniques that support excellent internal customer

service in a business environment.




(Section 4) HighPoints: Managing Internal Relationships.☺ recognize the value of internal customer collaboration

through teamwork.☺ employ techniques for overcoming teamwork obstacles in a

service-based organization.☺ identify service team tasks necessary to establish excellent

customer service.




(Section 4) HighPoints: Partnering Successfully.☺ recognize the benefits of incorporating partnering in an

internal customer service plan.☺ consider the necessary values of partnering.☺ distinguish the steps of the partnering process.☺ assess and decide if partnering techniques are properly

applied.




(Section 4) HighPoints: Empowering Service Employees.☺ acknowledge the benefits of empowering customer service-

oriented employees.☺ recognize the differences between laws, policies, and

standards.☺ assess and determine if appropriate actions have been

taken regarding organizational rules.☺ apply techniques to empower customer service employees

in a business environment.




(Section 5) Beginning Internet Customer Relationships – Summary.☺ The major influential technological advancement of this era

is the Internet’s arrival and growth.☺ Thousands of businesses have taken up shops in the

cyberspace.☺ From startup dot coms to well-established brick-and-mortar

companies, the Web rush is in full run.☺ But, as in a game of musical chairs, you have to wonder if

your organization will be lucky enough to find a safe e-Commerce seat.

☺ Some say the music has already stopped and the sound you hear is the hordes of e-businesses scrambling to survive.




(Section 5) Beginning Internet Customer Relationships – Summary, continues.

☺ To make sure your company succeeds with an e-Commerce strategy, you need to make a difference.

☺ The differentiator, as always, is service.☺ There are basic concepts, skills, and principles to enable

getting effective customer service on the Web.☺ Still, one needs to examine what it takes to meet

customers' e-Service expectations; and to learn how to add value by personalizing your customers' e-Buying experience and retain them by keeping human support just one click away.

☺ The result will be an ability to increase profitability, loyalty, and connect with customers in a more cost-effective manner.




(Section 5) Beginning Internet Customer Relationships – HighPoints.

☺ Meeting Expectations.☺ Implementing a Personalized Service.☺ Establishing Human-touch Points.




(Section 5) HighPoints: Meeting Expectations.☺ recognize the value of meeting customers' e-Commerce

expectations.☺ identify characteristics of a reliable web site.☺ apply strategies for making an e-Commerce web site easy

to use.☺ identify guidelines for providing effective order fulfilment.




(Section 5) HighPoints: Implementing Personalized Service.☺ recognize the importance personalization plays in

delivering service.☺ identify ways companies can personalize the online buying

experience.☺ determine whether profiling techniques personalized an

online buying experience in a given scenario.☺ analyze e-Commerce situations to determine whether the

strategies used for creating communities of interest will lead to success.




(Section 5) HighPoints: Establishing Human-touch Points.☺ recognize the importance that establishing human-touch

points plays in delivering online service.☺ identify components for connecting customers with service

personnel.☺ determine whether guidelines can be met for creating an

effective emailing system.☺ apply principles of effective phone communication.




(Section 6) Sustaining Excellent Customer Service – Summary.☺ How do you separate the "green" companies from the

service-oriented giants?☺ Well, look at their overall service records. It's sustaining

quality customer service that counts these days.☺ The ability to sustain comes from within first. Employees

who are given feedback, guidance, recognition, compensation, and praise for their customer service efforts really shine.

☺ Then these employees affect everyone around them, including the external customers.

☺ Therefore, there is a need to promote excellent customer service behavior by reinforcing and rewarding employees for their efforts.

☺ One is to identify what tools to address extreme service recovery situations.




(Section 6) Sustaining Excellent Customer Service – HighPoints.☺ Reinforcing Excellent Customer Service Behavior.☺ Rewarding Excellent Customer Service Behavior.☺ Addressing Extreme Service-recovery Situations.




(Section 6) HighPoints: Reinforcing Excellent Customer Service Behavior.

☺ recognize the benefits of reinforcing excellent customer service behavior.

☺ apply the rules for reinforcing excellent customer service behavior.

☺ predict the effect on customer service behavior when reinforcement is provided.

☺ use the positive reinforcement process appropriately to motivate customer service employees.




(Section 6) HighPoints: Rewarding Excellent Customer Service Behavior.

☺ recognize the reasons for rewarding excellent customer service actions.

☺ identify guidelines for providing customer service employees with effective feedback.

☺ apply motivational techniques to effectively motivate customer service employees.

☺ match techniques with corresponding examples for compensating employees for excellent customer service.




(Section 6) HighPoints: Addressing Extreme Service-recovery Situations.

☺ recognize benefits of creating an effective service-recovery system.

☺ acknowledge steps for successfully recovering a difficult customer.

☺ identify factors to consider when making a decision to fire or retain a customer.

☺ know the components of a crisis-recovery plan.




Customer Relationship Management Overview – Conclusion.☺ At this point you should be able to be familiar with the

following:• recognize the benefits of using a customer-driven

mission statement.• identify the input needed to write a customer-driven

mission statement.• identify the advantages of developing a partnership

relationship with your customers.• recognize the benefits of managing customer

relationships.• use an appropriate strategy to attract and recruit

customer service employees.• distinguish principles of retaining customer service

professionals.• recognize benefits of using service-recovery skills to

satisfy a customer.




Customer Relationship Management Overview – Conclusion, continues.

• exploit the benefits of improving internal customer service.

• consider the value of internal customer collaboration through teamwork.

• recognize the benefits of incorporating partnering in an internal customer service plan.

• acknowledge the benefits of empowering customer service-oriented employees.

• know the value of meeting customers' e-Commerce expectations.

• reckon the importance personalization plays in delivering service.

• accept the importance that establishing human-touch points plays in delivering online service.




Customer Relationship Management Overview – Conclusion, continues.

• apply the rules for reinforcing excellent customer service behavior.

• implement motivational techniques to effectively motivate customer service employees.

• acknowledge the benefits of creating an efficient service-recovery system.





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