the zen of crm presented by: tranzen inc. montreal, quebec october 07, 2002
TRANSCRIPT
The Zen of CRM
Presented by:
TranZen Inc.
Montreal, Quebec
October 07, 2002
TranZen Inc. 2
Objectives:
To Provide advice in the development and implementation of a successful CRM
To illustrate the success stories To illustrate why many companies failed To reveal the Customer Centric WTC Trinity To display the 8 Right Paths of CRM… To use the Trinity and Eight Right Paths to review
some current CRM operations. To offer a complete check-list for a CRM
development and implementation To offer a system to evaluate your success
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Customer Centric WTC
Customer Centric: There is no gap between how you perceive the Customers, and how the Customers perceive themselves.
W: Willingness – coming from the top Circle T: Tools – or means of implementation C: Culture – or the delivery coming from the
heart. The customers are the object of service
delivery and subject of service evaluation.
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Zen of CRM
Perpetual awareness, on-going harmonizing. When you are approaching ONE with your
customers, you will be as ‘rich’ as your customers’ combined wealth.
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The Three Business Truths
Everything is continuously changing (Customers, Needs, Desires, Technologies, Employees, Competition, etc.)
Focusing on business results may lead to crooked business processes. Focusing on the right business processes will surely lead to the right results.
Success is measured by how well you satisfy your customers in relation to how much your customers need to be satisfied.
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The Eight Right Paths of CRM
Right View Right Thought Right Speech Right Action Right Process Right Diligence Right Recognition Right Livelihood
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The Right View: Choose your targets
You are in business for a reason, this is why you have to choose:
Who are your most desired customers?
Who would help you to repay your investments?
Who would just take up your resources?
Who would you want to keep as your lifetime customers?
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The Right View: Choose your battle
PRODUCT PRICING
ADV& PROMO DISTRIBUTION
BRAND 2
BRAND 3
Co
ve
rag
e
PR
ICE
CO
VE
RA
GE
Ex
pe
nd
itu
re
BRAND1
Innovation
Lifestyle Orientation
Mass Strategy
Customer Care
BRAND1
BRAND 3
BRAND 2
BRAND1
BRAND 3
BRAND 2
BRAND1
BRAND 3
BRAND 2
BRAND1
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Right Thought: Understand Impact of Touch Points
Telephone, voice mail Face-to-face Fax – e-mail Website browsing, chatting Selling Materials Regular mail Loyalty/credit cards Surveys Media
TOUCH POINTS: Ask a QUESTION Ask us to DO
something Ask us to FIX a problem Ask us to CARE
WHAT ARE THE RESULTING NET IMPRESSIONS:
Frustrated? Not impressed? Neutral? Satisfied and feel
good?
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Are all touch points equally important?
What are the differentiators? What are the functional values? Which ones are drivers of emotional
values? How can we determine the weights of
the key drivers? Which touch points generate higher
values? Which touch points generate higher
risk?
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The Right Speech
How do you convince stakeholders of importance of CRM?
Can Customer Centrism be made part of the Corporate Culture?
Can you synthesize the essence of CRM in to a ‘Best Selling Message’?
How can you convince Customers that you care and are genuinely honest in your best effort to serve their interest?
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The Right Action: One action at a time
The most important action is to create mental and psychological commitments,
Internalization the mission, values, Listening to your customers, Select a core team to act as agent for
harmonization.
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The Right Process
Team reassessment of the whole process under the new optics.
Defining the Business Process from customers’ point of view.
Review technological requirements based on how you plan to harmonize with your Customers
Taking care of all elements that have impact on customers’ happiness.
A CRM process is not complete without a PRM component. Partners/channels relation ship is an extension of the firm’s CRM
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The Right Diligence
Are you putting the money where your mouth is?
Appointment of a CCC (Chief of Customer Care), and an apparatus that will be the constant agents of harmonization.
Creating benchmark for evaluation of success.
Actively providing customer feedback to each unit responsible for the touch points.
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The Right Recognition
Reinforce the right behaviour by catching your employees when they are doing the right thing.
Celebrate when each team achieves CC target
Let the customers be the judge.
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The Right Livelihood
Your employees will treat one-another as internal customers, and hence deserve the utmost care and treatments.
Creating a ‘best company to work for’ type of atmosphere is a condition necessary for the success of a Customer Centric Culture.
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Results: Clarity of action and direction
KEY DRIVERS - in order of importance BRAND A BRAND B
Factor 1
Factor 2
Factor 3
- Factor 3.1
- Factor 3.2
- Factor 3.3
- Factor 3.4
- Factor 3.5
- Factor 3.6
- Factor 3.7
Conclusions
What is the price of a failed attempt to obtain results from CRM?
TZ will bring to you a level of comfort that is un-surpassed, a level of professionalism that is rare in the whole industry to ensure that all activities for Planning and Implementation are coordinated and achieved.