Download - Assignment on-managing
ASSIGNMENT-ON-MANAGINGCUSTOMER-SERVICES
CUSTOMER-RELATIONSHIP-MANAGEMENT DEFINATION• IS-A-BUSINESS-STRATEGEY-THAT-OUTCOMES-FROM-REVENUUE-
CUSTOMER-PROFITABILTY-AND-CUSTOMER-SATISFACTION
• IT-IS-A-STARTEGY-LEARN-ABOUT-CUSTOMER-NEEDS-SATISFACTION• MAKE-STRONGER-RELATIONSHIP-AMONG-THEM
• FOR-EXAMPLE-GRAMMENPHONE-CUSTOMER-CARE-SERVICES-• PROVIDING-SERVICES-TO-SIM-CONSUMER-VIA
• ONLINE-CUSTOMER-CARE-SERVICES• HELPLINE-CUSTOMER-CARE-SERVICES• FACE-TO-FACE-CUSTOMER-CARE-SERVICES
HISTORY&POTENTIAL-IMPLEMENTATION
B&S – Buying & Selling RM – Relationship Marketing CIMS – Customer Information Management Systems CRM – Customer Relationship Management e-CRM- A subset of CRM that focuses on enabling customer
interactions via e-channels (The web, email and wireless)
THEORIES-AND-POTENTIAL-OBJECTIVE 80-20 THAT-MEANS-80-PERCENT-PROFIT-COMES-FROM-20-PERCENT-
LONG-LAST-CUSTOMER
SALES CUSTOMER-SERVICE MARKETING-AUTOMATION
CALL-CENTRE,SALEE-COMMERCE,RETAILER,FIELD,SALES,THIRD,PARTY,BROKERGAE,DISTRIBUTER.
CALL,CENTRE,ASPECTS,WEB,BASED-SERVICES
CAMPAIGN,MANAGEMENT,CONTENT,MANAGEMENT,DATA,ANALYSIS.
1.IT infrastructure2.Process change Potential-costs
Of-CRM
3-PHASES-AND-POTENTIAL-OBJECTIVES-CRM Acquiring-new-relationship Enhancing-new-relationship Retaining-customer-relationship.
Customer-types-Platinum-supreme, customer,regular,loyal Gold-not-so-loyal Iron-temporary. Lad- want special attention but don’t buy much and show no loyalty
FOCUSING-ON-CUSTOMERS Satisfaction is an attitude; loyalty is a behavior” Loyal customers spend more, are willing to pay
higher prices, refer new clients, and are less costly to do business with.
It costs five times more to find a new customer than to keep an existing one happy.
Perceivedquality
Perceivedvalue
Customer satisfaction
Customerexpectations Customer
loyalty
CUSTOMER SATISFACTION AND LOYALTY
Satisfaction is an attitude; loyalty is a behavior.Loyal customers spend more, are willing to pay higher prices, refer new clients, and are less costly to do business with.It costs five times more to find a new customer than to keep an existing one happy.Build relationships through commitments, provide accessibility to people and information, set service standards, and follow-up on transactionsEffective complaint management processesMeasure customer satisfaction for improvementOrganization level
consumersexternal customers
employees society
Process levelinternal customer units or groups
Performer levelindividual internal customers
KEY-DIMENSIONS-OF-QUALITY. Performance-primary-operating-characteristics Features-bells-and-whistle Reliability-probability-of-using-liability Conformance-degree-to-which-characteristics-
match-standards Aesthetics-look-feel-sound-smell Reliability-ability-to-provide-what-has-promised Tangibles-physical-ability-appearance-of-personal Responsiveness-willing-to-help-customer-provide-
prompt-service Empathy: degree-of-caring-individual-attention Responsiveness-willingness-to-help-customer-and-
provide-prompt-services
PERFORMANCE-INTELLIGENCE-ANALYSIS
Who-cares? overkill
Vulnerable Strength
Low high
low high
DEMAND-MANAGEMENT-CUSTOMER-SERVICES
Defined as “focused efforts to estimate and manage customers’ demand, with the intention of using this information to shape operating decisions.”
Recent practice has been just the opposite, with the manufacturer determining the what, where, when, and how many of the sale.
chaos of Demand Management 1. Lack of communication between departments results in little or
no coordinated response to demand information. 2. Too much emphasis is often placed on forecasts of demand with
little attention paid to collaborative efforts and strategic and operational plans that need to be developed from the forecasts.
3. Demand information is often used more for tactical and operations purposes than for strategic purposes.
4. Primary emphasis should be on using demand information to create likely scenarios of the future as they relate to product supply alternatives.
5. Resulting business successes will be a outcome of the better match of demand to product availability.
MAJOR LOGISTICAL PROBLEM THAT MAY ARISE WHEN DEMAND MANAGEMENT (DEMAND) AND PROCUREMENT (SUPPLY) DOES NOT ALIGN
1 .GATHERING AND ANALYZING KNOWLEDGE ABOUT CONSUMERS, THEIR PROBLEMS, AND THEIR UNMET NEEDS.2. IDENTIFYING PARTNERS TO PERFORM THE FUNCTIONS NEEDED IN THE DEMAND CHAIN.3. MOVING THE FUNCTIONS THAT NEED TO BE DONE TO THE CHANNEL MEMBER THAT CAN PERFORM THEM MOST EFFECTIVELY AND EFFICIENTLY.
4. SHARING WITH OTHER SUPPLY CHAIN MEMBERS KNOWLEDGE ABOUT CONSUMERS AND CUSTOMERS, AVAILABLE TECHNOLOGY, AND LOGISTICS CHALLENGES AND OPPORTUNITIES.5. DEVELOPING PRODUCTS AND SERVICES THAT SOLVE CUSTOMERS’ PROBLEMS.6. DEVELOPING AND EXECUTING THE BEST LOGISTICS, TRANSPORTATION, AND DISTRIBUTION METHODS TO DELIVER PRODUCTS AND SERVICES TO CONSUMERS IN THE DESIRED FORMAT.
1.ORDER PROCESSING.
2.ORDER PREPARATION.
3.ORDER SHIPMENT.
4.LENGTH AND VARIABILITY OF THE ORDER CYCLE.
Demand Management Objectives(Six main objectives)
INTEGRATION OF SALES FORECASTING AND PRODUCTION
SUPPLY-CHAIN
Order fulfillment activities differ
as a supply chain matures
through transactional to
interactive to interdependent
levels.Examine the four key stages of
order fulfillment Set standards at realistic levels.Quality levels set below 100% can be problematic.Consult customers on policies and standards.Communicate standards to customers.Measure, monitor, and control customer service standards.
Distribution-of-channels.