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The Zen of CRM

The Zen of CRM. Presented by: TranZen Inc. Montreal, Quebec October 07 , 2002. 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

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The Zen of CRM

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  1. The Zen of CRM Presented by: TranZen Inc. Montreal, Quebec October 07, 2002

  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 TranZen Inc.

  3. 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. TranZen Inc.

  4. 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. TranZen Inc.

  5. 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. TranZen Inc.

  6. The Eight Right Paths of CRM • Right View • Right Thought • Right Speech • Right Action • Right Process • Right Diligence • Right Recognition • Right Livelihood TranZen Inc.

  7. 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? The Right View: Choose your targets TranZen Inc.

  8. The Right View: Choose your battle PRODUCT PRICING BRAND 2 BRAND 2 PRICE Coverage BRAND 3 BRAND 3 BRAND1 BRAND1 Innovation Mass Strategy ADV& PROMO DISTRIBUTION BRAND 2 BRAND1 BRAND1 BRAND 2 BRAND 3 BRAND 3 Expenditure COVERAGE BRAND1 Lifestyle Orientation Customer Care TranZen Inc.

  9. 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? TranZen Inc.

  10. 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? Are all touch points equally important? TranZen Inc.

  11. 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? TranZen Inc.

  12. 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. TranZen Inc.

  13. 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 TranZen Inc.

  14. 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.                TranZen Inc.

  15. 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. TranZen Inc.

  16. 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. TranZen Inc.

  17. Results: Clarity of action and direction                     TranZen Inc.

  18. 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.

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