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Customer Contact Management

Customer Contact Management. Hartley, R Ch .3 of Pickton & Broderick (2001). Definition. The co-ordination & management of all activities involving personal communication between an organisation, its customers and prospects in person, by mail, telephone, fax

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Customer Contact Management

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  1. Customer Contact Management Hartley, R Ch .3 of Pickton & Broderick (2001)

  2. Definition The co-ordination & management of all activities involving personal communication between an organisation, its customers and prospects • in person, by mail, telephone, fax • email, website, video-conferencing

  3. Aims • Maximise Customer Lifetime Value • seamless continuity of customer experience • responsiveness and flexibility of service • accurate customer data • reduced contact and transaction cost

  4. Hi-touch or hi-tech contact? High touch =high cost • Key Account Mgr. • Field sales team • Technical experts • Distributors/Agents • Direct Mail • Telesales • Fax • Internet

  5. Problems & queries Lead generation Lead qualification Ordering & logistics Negotiation & Development K AM. Field sales Technicians Agents Direct Mail Telesales Fax Internet

  6. Hi-tech systems-four uses of a customer database • EDI - electronic data interchange • computer-to-computer interaction • CASS computer-aided sales support • all sales/service staff have access to customer-details database • qualify leads to save field sales time spent on wasted calls

  7. CIS customer information and service • allows customers easy and quick contact to the right advice, information or service • DRM direct response marketing • use of the database for campaigns directed at existing or potential customers

  8. Issues • Lack of integration between systems ‘a sprawling mix of reps, call-centres, resellers and a website or two’ (Friedman & Goodrich 1998) • customer confusion and frustration • spiralling costs

  9. What do the customers want? ‘Many customers are migrating away from face-to-face encounters with sales staff, not only to save money, but also to take greater control of the buying process’ Friedman, L and Goodrich, G (1998) ‘Sales strategy in a multi-channel environment’ The Journal of Sales and Major Account Management 1 (1) 38-48

  10. How to organise for CCM? • Customer preferences • Activities needed • Contact costs

  11. What channels of contact? • Who should be responsible? • in-house or agents • hi-touch or hi-tech • Should the price reflect the means and cost?

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