Customer Relationship Management: an Organizational Survival Approach to Perceive Customer Loyalty

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "Customer Relationship Management: an Organizational Survival Approach to Perceive Customer Loyalty"

Transcription

1 Customer Relationship Management: an Organizational Survival Approach to Perceive Customer Loyalty Dr. Mehran Molavi1, Ayub Nahardah2 1-Department of Public Administration, College of Human Sciences, Mahabad Branch, Islamic Azad University, Mahabad, Iran. 2-Department of Public Administration, College of Human Sciences, Mahabad Branch, Islamic Azad University, Mahabad, Iran. (Corresponding Author) Abstract In this paper a new perspective concept of CRM (Customer Relationship Management) provides and emphasizes the need for feedback and information to prepare for the implementation of CRM. The author deals with the fundamental principles of customer relationship management and customer satisfaction survey. This paper also focused on the implementation of CRM and loyalty program. Changes related to CRM have serious impact on the development of human resources of the company. Managers must actively participate in the creation of marketing plans and must be fully aware of all the consequences for both parties - financial, manufacturing, operation and impact on profit. Index Terms CRM, loyalty, customer satisfaction survey, implementation of CRM, information feedback, key customer relationship management. Introduction: Generally we can Customer Relationship Management or Customer Relationship Management defined as the form and manner of an organization's customers, it is also in their strategies or activities aimed at the more satisfying the needs of customers by actively creating and sustaining a long-term beneficial relationships with customers. In its essence, the CRM intellectually setting the whole company together with business processes designed to appeal to and keep their customers and provide them with quality service. Generally speaking CRM includes all processes that have direct contact with customers in the field of marketing, sales and service activities. CRM is not a matter primarily technological, even though technology has opened a customer relationship management to new possibilities. In practice, for most organizations, CRM is the process significant internal changes. CRM is therefore first and foremost part of the overall company strategy focused on learning about customers, strengthening their loyalty, boosting their interest in further products and services or the identification of the most productive group of customers to which it may be given special care. The short, CRM is then usually governed by the word system. WHY? It is obvious that define the needs of thousands of customers based on their personal characteristics not easily, 768

2 so come to a number of information technology. System CRM therefore also represents a set of software and hardware technologies and tools that will allow fulfilling establish a strategy CRM. Recently, also often refers to the management of relationships with key customers - KCRM (Key Customer Relationship Management), a natural extension of the concept of CRM. It is based primarily on market segmentation, where each individual potential customer is the market segment. In practice, companies must focus on specific market segments in which I hope that you can show different abilities and in which they can achieve sustainable competitive advantage. Target segment must have the potential MEET business objectives and the company they must have real access. The primary purpose of corporate governance is based on the concept KCRM respond to the new market environment dominated by customers, and generally build such an enterprise to maximize the return on investment for shareholders or participants. Implementation of CRM: In addressing the dissertation concerning the area of customer relationship management performed by the author in April 2005 questionnaire survey focused specifically on the application of CRM approaches in the management of the company. Mentioned questionnaire survey was pilot projects having to check the principle of dealing with the issue of the dissertation with an emphasis on solution methodology and organizational and technical complexity of the solution. The following table indicates the basic characteristics of the sample companies. Number of employees 20 23,07% 20 to ,66% 100 to ,30% Over , 91% Activities of the company In production 42,72% In services 38,12% Both starting 7,10% The average company's focus The domestic market 80,59% Foreign market 26,83% Table 1: Characteristics of the sample It was found that 46% of the companies that responded to questions regarding the use of CRM approaches, this approach at least partially applied. Emphasis is placed on the following activities: personal approach to customers, call centers, care for long-term relationships with customers, Needs and customer satisfaction, professional exhibition and seminars, etc. companies implementing CRM sees its main advantages especially in increasing competitiveness, the findings customer needs and customize the product with these requirements ensure long-term customer relationships, better access to information and easy file sharing customer information between different departments of the company, the ability to better address individual problems with customers and facilitate communication with customers. Some of the companies surveyed also indicated a major drawback that I see in this approach. Quite understandably, it is primarily financial, time and human resources, CRM implementation 769

3 (as expensive IT systems, training of personnel, etc.) and a certain increase in administrative activities. Specific difficulties in the practical implementation of CRM was primarily the stimulation and motivation to improve access to customers, misunderstood by some, adapted to the needs of existing software customer relationship management, changes to existing structures sharing information between different departments and elimination of duplication of information. But one can say that in the long run for many companies benefit from the introduction CRM outweigh the disadvantages and difficulties. For businesses that do not apply yet have access CRM, at its introduction prepares 15%. As already mentioned, one of the main difficulties encountered during the implementation of customer relationship management is a misunderstanding on the part of employees, lack of motivation and stimulation, etc. In connection with this, it was examined whether companies implementing CRM conducted staff training in the area of customer relationship management. A positive response was obtained in only 23% of cases, so it can be seen determine the cause of the problem in a lack of training and information to employees. Each company applying CRM should have established its vision in this area, which should be in line with the overall vision or strategy of the company. Of the companies surveyed has developed its vision for CRM 25% and 72% of them to believe that this vision is fully in line with the overall mission (vision) of the company. It was found that CRM vision is most often focus on customer satisfaction and creating a customer-oriented organization gain a competitive advantage, penetrate new markets, foster business growth and building long-term relationships with customers. Interaction and customer information: In some companies, which have been implemented solutions in CRM, often shows that this is an isolated partial solution. CRM interaction with customers must be fully applied throughout the organization structure. In the first phase, the customer is interacting with marketing action notice tendered, respectively. Services (personal letters, websites, advertising in print, television or radio, etc.). In the next stage the customer search for companies, respectively. Its products, using one of the channels of commerce or. Sam is contacted by sales. During the time the customer uses the product purchased, or take advantage of various services (Services) - Additional Information, call center, contacting the customer service personnel, etc. is located within the product life cycle and have a variety of options to contact the company. In a single contact point leaves the information that is important for the company to maintain and develop relationships. The main problem is that the information collected about customers are located somewhere in the business, but may not be available where they are needed. The first task is therefore to gather all the valuable information in one database, and the second task consists in ensuring access to information wherever they are needed. One survey of reality in the studies concerned were right also whether, in a given undertaking a comprehensive database that collects data from Youthful departments of companies entering into interaction with customers. Positively to this question answered 69%, which is significantly higher than in the case of a query on the approaches CRM. At the same time, with regard to the above, it is clear that he is the fulfillment of one of the basic conditions for the implementation of customer relationship management, and it would be worthwhile to consider whether, in these companies should not be Implemented a CRM system completely. Within this part of the questionnaire was left a space for the software that is for the purpose of customer database is used. Many companies did not mention the name of the software on the grounds that it 770

4 considers sensitive data. Of those who reported software is most commonly SAP, MS Access, AS 400, LCS NORIS. A large share also has its own software or software delivered directly to order. For a successful CRM is necessary to create a new organizational unit responsible for ensuring the uninterrupted sequence of interaction, planning, control and management. Asked whether in the enterprise or company, there is a separate unit for CRM, 19% answered yes. It also examined which services operate in the area of customer relationship management in the absence of an independent department for CRM. In most cases, these activities are pursued in a marketing department, sales and trade. Customer Satisfaction Survey: Customer is the core of all organizational efforts and activities because evaluates the extent to which the requirements are met. The organization must therefore be concerned about customer satisfaction levels and take on the level of satisfaction of business stakeholders (employees, suppliers, partners, shareholders, etc.). During the process of satisfaction, an organization can determine the level of satisfaction with each character quality. Data on the overall level of satisfaction with these can be obtained either by direct query to the total satisfaction or by calculating the aggregate basis derived from customer satisfaction with each character quality. Take customer satisfaction surveys are one of the areas for which the questionnaire aimed. On this basis, it can be stated that most businesses to a greater or lesser extent, conducts regular surveys of customer satisfaction with their products. The most commonly used criteria of customer satisfaction are: turnover frequency of purchases, average size collection of goods, etc. Key factors in customer satisfaction interviewee sees companies most often included in the price and product quality, reliability and delivery accuracy, short delivery times, the high-quality service and timely innovation. Figure 1 graphically expressed as the ratio between the forms used for customer satisfaction surveys. As the graph shows, the most common is the implementation of a satisfaction survey on their own. Undertakings, which carry out exploration own means most frequently, used electronic, written, personal or telephone interviews. 771

5 FIG. 1: use of modes of customer satisfaction survey in the sample Level of preparedness for the implementation of customer relationship management: The strict use of the concept of CRM, respectively. KCRM leads to far-reaching changes in the organization of the firm, the responsibility, reporting, control systems, even in product design. Any company that is preparing for the implementation of customer relationship management must bat is able to answer questions such as: How important are company for each market factors? What are the capabilities of our business in different areas of activity? To what extent are our activities effectively? How important are setting a target for us? Jake will be the impact on our business CRM implementation, respectively. KCRM? etc. A large part of its success depends on the integration and coordination of these three activities: Identification, analysis and selection of market segments and needs customers, Creation of appropriate products and services Business activities focus on key customers exchanged within target segments. FIG. 2 shows the resulting values for answers to questions about how the enterprise value of the examined samples of their skills in the above areas. For each area was given in a range from 1 to 5, with 5 the best value 772

6 FIG. 2: The ability level of the sample in selected areas As stated in the above activities play an important role coordination. Often they can effectively coordinate these activities to defend E.g.: Poor internal communication within the marketing strategy, Inadequate channel for feedback from the business of marketing inputs and service agents Insufficient efforts to promote marketing strategies from top to bottom. Findings derived from the survey are shown in Figure 3 Enterprises assess this question its effectiveness in those activities again with a scale from 1 to 5, where 5 indicates the value of the activity as very effective. FIG. 3: The effectiveness of these activities for the sample Let us now with the consequences of ineffective coordination. Due to poor internal communication with traders may try to sell goods irrespective of any potential candidates they 773

7 are willing to listen to them. If they cannot sell it considers that the product price is too high, or that do not have corresponding parameters. A part can only act on the fact that most of the time addressed improperly potential customers. Unless the company established channels for constructive feedback, it means that there is no mechanism, as could those who are in direct contact with potential or actual users of the product contributes to product design or marketing strategy. NOW planners thus lose valuable information coming from everyday dialogue with customers. Promoting marketing philosophy from top to bottom, results in a barrier between the marketing planners and those who must implement the plan. These people and are gradually weakening motivation and effort to achieve results, as they have allowed only limited participation in business planning. The concept of customer relationship management is able to give many businesses a practical framework for it in order to carry out these activities. In practice, this means that this is a new dimension not only self-governance relationship with the customer, but also the internal structure of the company, to develop its products, business objectives and indicators used to measure results. Basic principles of long-term relationships with customers: No relationship with the customer does not last too long, if not permanently built on the principle of "give and take" with the role of each of the parties to this relationship are clearly defined. Generally, we can say that every company should adhere to the following four basic principles: Good knowledge of what is important for the customer - every business should have a clear idea about the optimal ratio between price, quality and speed to optimize their own performance, but also respect the customer needs and interests. It is necessary to analyze and understand the market and customer priorities. Open and clear communication - it is important not to turn communication into a one way process. It should leave enough space especially for complex and long-term option the customer's choice. Knowledge and analysis of competition promises - you need to keep "an ear to the ground" in order to uncovered promises competition, which seems too good not to be true. The company may also reveal exaggerated promises competition a mere comparison with their own skills. Adherence own promise - If the company reaches such a relationship in which he and customers say the truth, what you mean and mean what you say, then customers will more easily accept the terms of the company as of the longstanding and predictable relationship. Customer loyalty and loyalty programs: Customer loyalty can be defined as a regularly recurring stereotype in the shopping behavior of consumers. Do not have to buy everything - are important reasons why buys the bond strengths of the brand (not PRICING argument). Each loyalty program must include evaluation criteria for success of the program. The most commonly used the following criteria: Increased turnover and profits through repeated purchase, the size of a shopping cart, the active work of the segments; Improving the efficiency of business processes; 774

8 Soft criteria - customer satisfaction, fulfillment of expectations, the degree of customer engagement, enhance the image, level of complaints, market share, improved distribution, proportion and POWER on key categories, an improved ability to withstand competitive pressures. For the sample, it was found that 38% of businesses performs mapping of customer loyalty or even has a build loyalty programs. In most cases, these loyalty programs based on rebates and discounts, in some cases, customers within these programs achieve various gifts as rewards for repeat purchases etc. Conclusion: The last area that was the subject of a pilot survey solutions dissertation is the impact of CRM implementation, respectively. KCRM financial, material and human resources and sales organization. If the company decides to fully apply the principles of customer relationship management, meaning that for him, among other things, the courage to take the risk allocation of resources towards a few carefully chosen customers, respectively. Customer groups. This entails some drawbacks such as.: Dependence on a smaller number of customers, and consequently a greater vulnerability of business Potential pressure on profit margins, if the customer decides to abuse its privileged position, The likelihood that you will act more professional partners who will be able to push through more challenging conditions in relation supplier-customer. In connection with the implementation of the concept of customer relationship management becoming increasingly important sales function of the company. However, the traditional sales approach differs in several aspects - the search method customers, better adaptation of products, greater importance of work organization, a proactive approach to customers, the effort to permanently gain competitive advantage and focus on long-term benefits and profits unlike short-term focus of traditional sales approach. Changes associated SCRM have serious impact on the development of human resources of the company. Managers must actively participate in the creation of marketing plans and must be fully aware of all the consequences for both parties - financial, manufacturing, operation and impact on profits. For answers to questions about the law of that area has been found that most of society does not expect much effect the implementation of CRM in financial, material and human resources and sales organization. It was an average rate of 2.75 in the range of 1 to 5, the value of 1 corresponds to a small value 5 large impact. References: 1) Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005). A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go. Journal of Marketing. 2) Chen, I. J., & Popovich, K. (2003). Understanding Customer Relationship Management: People, Process and Technology. Business Management Journal. 775

9 3) Herington, D., & Peterson, G. (2000). Making sense of e-cm: setting the strategic agenda for sales automation. Proceedings of DCI Customer Relationship Management Conference, Boston, MA. 4) Kelvin, P. G., & Yen, H. J. R. (2003). Internet Retail Customer Loyalty; the mediating role of relational benefits. International Journal of Service Industry Management. 5) Payne, A., & Pennie, F. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing. 6) Schiffman, L. S., & Kanuk, L. L. (2007). Consumer Behavour.Upper Saddle River, New Jersey: Pearson, Prentice Hall. 7) Winer, R. S. (2001). A Framework for Customer Relationship Management. California Management Review. 776

Consultation and Engagement Strategy

Consultation and Engagement Strategy Consultation and Engagement Strategy Contents: 1. Introduction 2 2. Purpose 3 3. Aims and Objectives 4 4. Key principles 5 5. Delivery of the Strategy 6 6. Action Plan 2011-12 7 Appendix 1 Understanding

More information

Amon Mutyasira. CRM Implementation: Not for profit organisations and profitmaking CRM compared (Case Study)

Amon Mutyasira. CRM Implementation: Not for profit organisations and profitmaking CRM compared (Case Study) Amon Mutyasira CRM Implementation: Not for profit organisations and profitmaking CRM compared (Case Study) 0 Title CRM Implementation: Not for profit organisations and profit-making CRM compared (Case

More information

Marketing (Marketing Principles)

Marketing (Marketing Principles) Marketing (Marketing Principles) Main Aim(s) of the Unit: To provide students with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the

More information

ISSN: 2321-7782 (Online) Volume 2, Issue 2, February 2014 International Journal of Advance Research in Computer Science and Management Studies

ISSN: 2321-7782 (Online) Volume 2, Issue 2, February 2014 International Journal of Advance Research in Computer Science and Management Studies ISSN: 2321-7782 (Online) Volume 2, Issue 2, February 14 International Journal of Advance Research in Computer Science and Management Studies Research Article / Paper / Case Study Available online at: www.ijarcsms.com

More information

A STUDY ON USAGE OF MOBILE APPS AS A IMPACTFUL TOOL OF MARKETING

A STUDY ON USAGE OF MOBILE APPS AS A IMPACTFUL TOOL OF MARKETING A STUDY ON USAGE OF MOBILE APPS AS A IMPACTFUL TOOL OF MARKETING Dr. Deepali Bhatnagar Assistant Professor, Amity University, Rajasthan ABSTRACT: Mobile marketing perform two ways or multiple way communication

More information

Marketing Mix of Industrial Property in Modern Conditions

Marketing Mix of Industrial Property in Modern Conditions National Academy of Sciences of Ukraine G. M. Dobrov Centre for Scientific and Technological Potential and Science History Studies Marketing Mix of Industrial Property in Modern Conditions PhD Project

More information

CHAPTER 3 - CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

CHAPTER 3 - CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CHAPTER 3 - CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 3.1 INTRODUCTION The most important purpose of any service orientated organisation is to retain customers. It is critical for any organization to keep

More information

Developing an Organisational Vision

Developing an Organisational Vision Ralph Lewis Associates 1 Developing an Organisational Vision Why do you exist as an organisation? Who do you serve? Where is the passion? What is the dream, Where is the fire, What is the spirit? www.ralphlewis.co.uk

More information

Procurement Performance Measurement System

Procurement Performance Measurement System Public Procurement and Disposal of Public Assets Authority Procurement Performance Measurement System User's Guide August 2008 Public Procurement and Disposal of Public Assets Authority Procurement Performance

More information

JOB SEEKER S GUIDE TO CREATING A 30-60-90-DAY PLAN

JOB SEEKER S GUIDE TO CREATING A 30-60-90-DAY PLAN JOB SEEKER S GUIDE TO CREATING A 30-60-90-DAY PLAN The first 90 days in a new job typically set the tone for your employment. Three months is the standard grace period for new employees, and how you handle

More information

RISK BASED INTERNAL AUDIT

RISK BASED INTERNAL AUDIT RISK BASED INTERNAL AUDIT COURSE OBJECTIVE The objective of this course is to clarify the principles of Internal Audit along with the Audit process and arm internal auditors with a good knowledge of risk

More information

Journal of Renewable Natural Resources Bhutan ISSN: 1608-4330

Journal of Renewable Natural Resources Bhutan ISSN: 1608-4330 Journal of Renewable Natural Resources Bhutan ISSN: 16084330 Evaluation of Association between Customer Relationship Management and Efficient Relationship Marketing using the Balanced Scorecard (Case Study:

More information

Investigating the effective factors on Customer Relationship Management capability in central department of Refah Chain Stores

Investigating the effective factors on Customer Relationship Management capability in central department of Refah Chain Stores Investigating the effective factors on Customer Relationship Management capability in central department of Refah Chain Stores Salar Fathi, M.A. Student, Department of Management, Business Branch, Islamic

More information

Promoting hygiene. 9.1 Assessing hygiene practices CHAPTER 9

Promoting hygiene. 9.1 Assessing hygiene practices CHAPTER 9 74 CHAPTER 9 Promoting hygiene The goal of hygiene promotion is to help people to understand and develop good hygiene practices, so as to prevent disease and promote positive attitudes towards cleanliness.

More information

Brand Management Portals: Clear focus on the brand

Brand Management Portals: Clear focus on the brand FOCUS PAPER Brand Management Portals: Clear focus on the brand Successful brand management Brand Management Portals: Clear focus on the brand Corporate Brand Management Portals provide all functions and

More information

Short Essay on Strategic Management

Short Essay on Strategic Management Short Essay on Strategic Management April 4, 2007 1 Definition of Strategic Management Strategic management is the process where managers establish an organization s long-term direction, set the specific

More information

THIRD REGIONAL TRAINING WORKSHOP ON TAXATION. Brasilia, Brazil, December 3 5, 2002. Topic 4

THIRD REGIONAL TRAINING WORKSHOP ON TAXATION. Brasilia, Brazil, December 3 5, 2002. Topic 4 THIRD REGIONAL TRAINING WORKSHOP ON TAXATION Brasilia, Brazil, December 3 5, 2002 Topic 4 INFORMATION TECHNOLOGY IN SUPPORT OF THE TAX ADMINISTRATION FUNCTIONS AND TAXPAYER ASSISTANCE Nelson Gutierrez

More information

SUNOVA CREDIT UNION BRAND STRATEGY

SUNOVA CREDIT UNION BRAND STRATEGY SUNOVA CREDIT UNION BRAND STRATEGY A collaboration by Sunova employees and members Collated by the Sunova Marketing Department Introduction What is a brand? Our brand is our promise to our members and

More information

Integration of B2B E-commerce and ERP in Manufacturing Enterprise and. its Application. Cai Ting 1 ; Liu Lei 2

Integration of B2B E-commerce and ERP in Manufacturing Enterprise and. its Application. Cai Ting 1 ; Liu Lei 2 3rd International Conference on Management, Education, Information and Control (MEICI 2015) Integration of B2B E-commerce and ERP in Manufacturing Enterprise and its Application Cai Ting 1 ; Liu Lei 2

More information

Coaching the team at Work

Coaching the team at Work Coaching the team at Work Introduction While a great deal has been written about coaching individuals, there has been relatively little investigation of coaching teams at work. Yet in discussions with

More information

STRATEGIC PLANNING TEN-STEP GUIDE. Planning is a critical component of good business and good management of business.

STRATEGIC PLANNING TEN-STEP GUIDE. Planning is a critical component of good business and good management of business. STRATEGIC PLANNING TEN-STEP GUIDE THE IMPORTANCE OF PLANNING Planning is a critical component of good business and good management of business. Planning helps assure that a business remains relevant and

More information

General Corporate Social Responsibility Policy 20/10/15

General Corporate Social Responsibility Policy 20/10/15 General Corporate Social Responsibility Policy 20/10/15 CONTENT GENERAL CORPORATE SOCIAL RESPONSIBILITY POLICY 3 OBJECTIVES 3 1. Objectives of the General Corporate Social Responsibility Policy 3 PRINCIPLES

More information

SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN INDIAN RETAIL INDUSTRY

SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN INDIAN RETAIL INDUSTRY SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN INDIAN RETAIL Dr. A.R. Annadurai* INDUSTRY Abstract: Social CRM is an advanced form of customer relationship management that uses social media services,

More information

K-12 Entrepreneurship Standards

K-12 Entrepreneurship Standards competitiveness. The focus will be on business innovation, change and issues related to the United States, which has achieved its highest economic performance during the last 10 years by fostering and

More information

Quality Meets the CEO

Quality Meets the CEO Quality Meets the CEO Jeffery E. Payne jepayn@rstcorp.com Reliable Software Technologies Corporate management does not care about quality. This is the cold, hard reality of the software world. Management

More information

Report of the Delaware School Library Survey 2004

Report of the Delaware School Library Survey 2004 1 Report of the Delaware School Library Survey 2004 On behalf of the Governor s Task Force on School Libraries Delaware USA Prepared by Dr Ross J Todd Director of Research, Center for International Scholarship

More information

Powerful ways to have an impact on employee engagement

Powerful ways to have an impact on employee engagement Powerful ways to have an impact on employee engagement Powerful ways to have an impact on employee engagement An engaged workforce is a critical component to your company s success. When employees are

More information

On the Interaction and Integration of Cross Selling and Customer Relationship Management

On the Interaction and Integration of Cross Selling and Customer Relationship Management On the Interaction and Integration of Cross Selling and Customer Relationship Management SUN Shaofu School of Management, Dalian Jiaotong University, Dalian, Liaoning, China, 116028 sunshaofudl@163.com

More information

Welcome to ICMI s Customer Relationship Management Study

Welcome to ICMI s Customer Relationship Management Study Welcome to ICMI s Customer Relationship Management Study Course We will begin the session shortly. Today s Agenda CRM objectives Supporting call center objectives CRM strategies The call center s value

More information

Barriers to the implementation of Integrated Marketing Communications: The client perspective.

Barriers to the implementation of Integrated Marketing Communications: The client perspective. Barriers to the implementation of Integrated Marketing Communications: The client perspective. Discussions on Integrated Marketing Communications (IMC) in the academic and practitioner journals are gradually

More information

IBM Business Consulting Services. CRM done right. deeper. An IBM Institute for Business Value executive brief. ibm.com/bcs

IBM Business Consulting Services. CRM done right. deeper. An IBM Institute for Business Value executive brief. ibm.com/bcs IBM Business Consulting Services CRM done right deeper An IBM Institute for Business Value executive brief ibm.com/bcs The IBM Institute for Business Value develops fact-based strategic insights for senior

More information

KEY FACTORS AND BARRIERS OF BUSINESS INTELLIGENCE IMPLEMENTATION

KEY FACTORS AND BARRIERS OF BUSINESS INTELLIGENCE IMPLEMENTATION KEY FACTORS AND BARRIERS OF BUSINESS INTELLIGENCE IMPLEMENTATION Peter Mesároš, Štefan Čarnický & Tomáš Mandičák The business environment is constantly changing and becoming more complex and difficult.

More information

Strategic Account Planning How to Get from Good to Great?

Strategic Account Planning How to Get from Good to Great? White Paper Strategic Account Planning How to Get from Good to Great? Developed by Revegy, Inc. 300 Galleria Pkwy Suite 1850 Atlanta, GA 30339 Tel:+1.770.999.1570 www.revegy.com Investing in Strategic

More information

Environment Sustainability and Highways

Environment Sustainability and Highways Job Title: Marketing Intelligence Officer Job Grade: Band 4 Directorate: Environment Sustainability and Highways Job Reference Number: P01851 The Role The Marketing Intelligence Officer will: Devise intelligence

More information

Fundamentals of Marketing Management

Fundamentals of Marketing Management Fundamentals of Management Dr. P.V. (Sundar) Managing World-Class Organizations What is? Process by which individuals and groups obtain what they need and want through creating and exchanging products

More information

Customer relationship management MB-104. By Mayank Kumar Pandey Assistant Professor at Noida Institute of Engineering and Technology

Customer relationship management MB-104. By Mayank Kumar Pandey Assistant Professor at Noida Institute of Engineering and Technology Customer relationship management MB-104 By Mayank Kumar Pandey Assistant Professor at Noida Institute of Engineering and Technology University Syllabus UNIT-1 Customer Relationship Management- Introduction

More information

1. The competition in the Romanian market of marketing higher education

1. The competition in the Romanian market of marketing higher education Marketing Communication Strategies Focused on High School Graduates. Case Study: The School of Marketing of the Academy of Economic Studies from Bucharest Abstract: The major goal of the paper consists

More information

Innovative Analysis of a CRM Database using Online Analytical Processing (OLAP) Technique in Value Chain Management Approach

Innovative Analysis of a CRM Database using Online Analytical Processing (OLAP) Technique in Value Chain Management Approach Innovative Analysis of a CRM Database using Online Analytical Processing (OLAP) Technique in Value Chain Management Approach ADRIAN MICU, ANGELA-ELIZA MICU, ALEXANDRU CAPATINA Faculty of Economics, Dunărea

More information

PIVOTAL CRM RETAIL INDUSTRY

PIVOTAL CRM RETAIL INDUSTRY PIVOTAL CRM RETAIL INDUSTRY PROVIDING RETAIL ORGANIZATIONS WITH A COMPETITIVE EDGE Pivotal CRM for Retail delivers 36O o business insight to stay ahead of competition COMMITTED TO MEETING INDIVIDUAL NEEDS

More information

CORPORATE INFORMATION AND TECHNOLOGY STRATEGY

CORPORATE INFORMATION AND TECHNOLOGY STRATEGY Version 1.1 CORPORATE INFORMATION AND TECHNOLOGY STRATEGY The City of Edmonton s Information and Technology Plan, 2013-2016 Bringing the Ways to Life through Information and Technology June 2013 2 Copyright

More information

Digital Marketing Specialist

Digital Marketing Specialist v Digital Marketing Specialist Our Vision To be the best company our employees ever work for, the best bank our customers ever do business with and the best investment for our shareholder. Our Mission

More information

Global Distribution and Advertising

Global Distribution and Advertising Liberty University DigitalCommons@Liberty University Faculty Publications and Presentations School of Business 2008 Global Distribution and Advertising Kevin L. Rawls Liberty University, klrawls@liberty.edu

More information

Work Profile. Overview of Program

Work Profile. Overview of Program Work Profile Position Title: Marketing Coordinator Position Number: Responsible To: Council Program: Classification Level: Team Leader- Strategic Marketing Marketing & Creative Services L4 Overview of

More information

St. Louis Park City Council Meeting Item: 091905-8c - Wireless Study Report Page 1. 8c. Wireless Internet Service Feasibility Study

St. Louis Park City Council Meeting Item: 091905-8c - Wireless Study Report Page 1. 8c. Wireless Internet Service Feasibility Study 8c. Wireless Internet Service Feasibility Study St. Louis Park City Council Meeting Page 1 Recommended Action: Motion to receive wireless study report and refer it to September 26 study session for further

More information

Non-personal communication

Non-personal communication Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images

More information

2016 Canadian Procurement Forecast

2016 Canadian Procurement Forecast 2016 Canadian Procurement Forecast The following report was prepared based on several months of research and interviews with procurement executives conducted by event producer Natasia Langfelder. In addition,

More information

Continuous Customer Dialogues

Continuous Customer Dialogues Continuous Customer Dialogues STRATEGIES FOR GROWTH AND LOYALTY IN MULTI-CHANNEL CUSTOMER-ORIENTED ORGANIZATIONS whitepaper TABLE OF CONTENTS: PAGE Overview...3 The Continuous Customer Dialogue Vision...4

More information

Baldrige Excellence Builder

Baldrige Excellence Builder manufacturing service small business nonprofit government education health care Baldrige Excellence Builder Key questions for improving your organization s performance Improve Your Performance The Baldrige

More information

A new cost model for comparison of Point to Point and Enterprise Service Bus integration styles

A new cost model for comparison of Point to Point and Enterprise Service Bus integration styles A new cost model for comparison of Point to Point and Enterprise Service Bus integration styles MICHAL KÖKÖRČENÝ Department of Information Technologies Unicorn College V kapslovně 2767/2, Prague, 130 00

More information

Section 4: Key Informant Interviews

Section 4: Key Informant Interviews UCLA CENTER FOR HEALTH POLICY RESEARCH Section 4: Key Informant Interviews Purpose Key informant interviews are qualitative in-depth interviews with people who know what is going on in the community. The

More information

Organizational Change: Managing the Human Side

Organizational Change: Managing the Human Side Organizational Change: Managing the Human Side Based on findings from the American Productivity & Quality Center s 1997 Organizational Change consortium benchmarking study Changing Regulatory or Legal

More information

Understanding Franchising

Understanding Franchising Understanding Franchising By: Robert A. Gappa President, Management 2000 For the past twenty-five years the key concepts of franchising have been under going evolution and transformation. Management 2000

More information

Vision Statement for Innovative Software Development in a Large. Corporation

Vision Statement for Innovative Software Development in a Large. Corporation Vision Statement for Innovative Software Development in a Large Corporation Joseph C. Thomas Regent University Center for Leadership Studies LEAD606 Strategic Vision and Organizational Effectiveness 4-Nov-2002

More information

Barco Marketing Case Analysis

Barco Marketing Case Analysis Barco Marketing Case Analysis I. Position Statement: Over the past few months, many events have led Barco Projection Systems to be confronted with an important decision: Barco needs to continue its development

More information

Executive Summary of Mastering Business Growth & Change Made Easy

Executive Summary of Mastering Business Growth & Change Made Easy Executive Summary of Mastering Business Growth & Change Made Easy by David Matteson & Jeff Hansen, June 2008 You stand at a crossroads. A new division of your company is about to be launched, and you need

More information

Key Accounts How to Maximize Opportunities and Minimize Disappointments

Key Accounts How to Maximize Opportunities and Minimize Disappointments Key s How to Maximize Opportunities and Minimize Disappointments Key Key accounts represent a larger and larger share of the market and are becoming more demanding Many companies create some form of a

More information

HOW TO RETAIN THE CUSTOMERS BY USING EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEM

HOW TO RETAIN THE CUSTOMERS BY USING EFFECTIVE CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEM International Journal of Sales & Marketing Management Research and Development (IJSMMRD) ISSN 2249-6939 Vol. 3, Issue 1, Mar 2013, 61-66 TJPRC Pvt. Ltd. HOW TO RETAIN THE CUSTOMERS BY USING EFFECTIVE CUSTOMER

More information

Process Management: Creating Supply Chain Value

Process Management: Creating Supply Chain Value Process Management: Creating Supply Chain Value Carol L. Marks, C.P.M., Director of Purchasing and Business Management Systems Industrial Distribution Group, Southern Division 704/398-5666; carol.l.marks@idg-corp.com

More information

Building Relationships by Leveraging your Supply Chain. An Oracle White Paper December 2001

Building Relationships by Leveraging your Supply Chain. An Oracle White Paper December 2001 Building Relationships by Leveraging your Supply Chain An Oracle White Paper December 2001 Building Relationships by Leveraging your Supply Chain EXECUTIVE OVERVIEW This white paper illustrates why a fusion

More information

cprax Internet Marketing

cprax Internet Marketing cprax Internet Marketing cprax Internet Marketing (800) 937-2059 www.cprax.com Table of Contents Introduction... 3 What is Digital Marketing Exactly?... 3 7 Digital Marketing Success Strategies... 4 Top

More information

Towards 2017 Better Work Phase III Strategy

Towards 2017 Better Work Phase III Strategy Towards 2017 Better Work Phase III Strategy Towards 2017 Better Work Phase III Strategy Promoting Good Working Conditions Across the International Garment Industry Problem Analysis Sixty million workers

More information

1. Dream, Mission, Vision and Values

1. Dream, Mission, Vision and Values 1. Dream, Mission, Vision and Values This document constitutes Chapter 1 of the Fundamental Texts of CGI Group Inc. It begins with the mission statement of the company and is followed by the vision, the

More information

BETTER RELATIONSHIP SELLING

BETTER RELATIONSHIP SELLING BETTER RELATIONSHIP SELLING A Proven Formula For Acquiring and Developing Relationships with High Value Customers Three actions your company can take today to improve relationship selling performance and

More information

SigmaRADIUS Leadership Effectiveness Report

SigmaRADIUS Leadership Effectiveness Report SigmaRADIUS Leadership Effectiveness Report Sample Report NOTE This is a sample report, containing illustrative results for only two dimensions on which 360 performance ratings were obtained. The full

More information

Improving management reporting using non-financial KPIs

Improving management reporting using non-financial KPIs CPA Newcastle Convention - 2009 Improving management reporting using non-financial KPIs John Corrigan March 2009 Knowledge Experience Insight Agenda 1. Performance metrics 2. Issues with Metrics 3. Improving

More information

Creating a Mailing List

Creating a Mailing List Creating a Mailing List by BNET Editorial Tags: marketing, mailing list, direct marketing, tool A quality mailing list is probably the most important element in a direct-marketing program, and assembling

More information

MKTG 680. Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion. Standardization vs.

MKTG 680. Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion. Standardization vs. MKTG 680 Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion Global Marketing Communications The primary purpose of marketing communications is to tell

More information

OECD on Intellectual Assets Based Management Strategies to improve organizational strengths at Kao

OECD on Intellectual Assets Based Management Strategies to improve organizational strengths at Kao OECD on Intellectual Assets Based Management Strategies to improve organizational strengths at Kao 1) Use of employee attitude surveys 2) Spread of corporate principles Kao Corp. Human Resource Development

More information

QUALITY TOOLBOX. Understanding Processes with Hierarchical Process Mapping. Robert B. Pojasek. Why Process Mapping?

QUALITY TOOLBOX. Understanding Processes with Hierarchical Process Mapping. Robert B. Pojasek. Why Process Mapping? QUALITY TOOLBOX Understanding Processes with Hierarchical Process Mapping In my work, I spend a lot of time talking to people about hierarchical process mapping. It strikes me as funny that whenever I

More information

4.1 Identify what is working well and what needs adjustment. 4.1.1 Outline broad strategies that will help to effect these adjustments.

4.1 Identify what is working well and what needs adjustment. 4.1.1 Outline broad strategies that will help to effect these adjustments. (Overview) Step 1 Prepare 1.1 Identify specific issues or choices that the planning process should address. 1.2 Develop an organizational profile. 1.3 Identify any information that must be collected to

More information

Retail Analytics: Game Changer for Customer Loyalty

Retail Analytics: Game Changer for Customer Loyalty Cognizant 20-20 Insights Retail Analytics: Game Changer for Customer Loyalty By leveraging analytics tools and models, retailers can boost customer loyalty by creating a personalized shopping experience

More information

Social Performance Management

Social Performance Management SPTF Universal Standards for Social Performance Management 1 2 3 DEFINE AND MONITOR SOCIAL GOALS ENSURE BOARD, MANAGEMENT, AND EMPLOYEE COMMITMENT TO SOCIAL GOALS DESIGN PRODUCTS, SERVICES, DELIVERY MODELS

More information

Enterprise Resource Planning Analysis of Business Intelligence & Emergence of Mining Objects

Enterprise Resource Planning Analysis of Business Intelligence & Emergence of Mining Objects Enterprise Resource Planning Analysis of Business Intelligence & Emergence of Mining Objects Abstract: Build a model to investigate system and discovering relations that connect variables in a database

More information

Creating a Customer Advisory Board Overview and Checklist by Clearworks

Creating a Customer Advisory Board Overview and Checklist by Clearworks Creating a Customer Advisory Board Overview and Checklist by Clearworks Customer insight programs play an important role for both B2B and B2C companies. The programs advise everything from new product

More information

BUILDING CUSTOMER LOYALTY AS THE BASIS FOR THE STABILIZATION OF RELATIONSHIPS IN THE SUPPLY CHAIN. BRANSKA Lenka, PECINOVA Zuzana, LOSTAKOVA Hana

BUILDING CUSTOMER LOYALTY AS THE BASIS FOR THE STABILIZATION OF RELATIONSHIPS IN THE SUPPLY CHAIN. BRANSKA Lenka, PECINOVA Zuzana, LOSTAKOVA Hana BUILDING CUSTOMER LOYALTY AS THE BASIS FOR THE STABILIZATION OF RELATIONSHIPS IN THE SUPPLY CHAIN BRANSKA Lenka, PECINOVA Zuzana, LOSTAKOVA Hana University of Pardubice, Faculty of Chemical Technology,

More information

Succeeding in a Challenging Environment

Succeeding in a Challenging Environment Succeeding in a Challenging Environment Sales Strategies and Tactics Scott A. Inks, Ph.D. Director, H.H. Gregg Center for Professional Selling Associate Professor of Marketing Ball State University Agenda

More information

Adult Volunteer Guide

Adult Volunteer Guide Adult Volunteer Guide is the highest award Girl Scout Seniors and Ambassadors can earn. Your role, whether you re a troop/group volunteer or a project advisor, is to encourage Girl Scout Seniors and Ambassadors

More information

GCSE Business Studies

GCSE Business Studies GCSE Business Studies Unit 2: Investigating small business Controlled Assessment 25% of final grade Name Teacher Page 1 of 15 GCSE BUSINESS STUDIES UNIT 2: Investigating small business CONTROLLED ASSESSMENT

More information

Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives.

Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. Chapter 8 Selling With a Strategy Strategy Defined A strategy is a to assemble your resources Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. In selling, an

More information

Extraction of Risk Factors Through VOC Data Analysis for Travel Agencies

Extraction of Risk Factors Through VOC Data Analysis for Travel Agencies , pp.1-6 http://dx.doi.org/10.14257/astl.2016.129.01 Extraction of Risk Factors Through VOC Data Analysis for Travel Agencies Eun-Jee Song 1 and Min-Shik Kang 2 1 Department of Computer Science, Namseoul

More information

The Study on Employer Brand Strategy in Private Enterprises from the Perspective of Human Resource Management

The Study on Employer Brand Strategy in Private Enterprises from the Perspective of Human Resource Management Available online at www.sciencedirect.com Energy Procedia 5 (2011) 2087 2091 IACEED2010 The Study on Employer Brand Strategy in Private Enterprises from the Perspective of Human Resource Management Yang

More information

Consulting Performance, Rewards & Talent. Measuring the Business Impact of Employee Selection Systems

Consulting Performance, Rewards & Talent. Measuring the Business Impact of Employee Selection Systems Consulting Performance, Rewards & Talent Measuring the Business Impact of Employee Selection Systems Measuring the Business Impact of Employee Selection Systems Many, if not all, business leaders readily

More information

TERMS OF REFERENCE FOR STRATEGIC PLANNING & MANAGEMENT EXPERT

TERMS OF REFERENCE FOR STRATEGIC PLANNING & MANAGEMENT EXPERT TERMS OF REFERENCE FOR STRATEGIC PLANNING & MANAGEMENT EXPERT 1. Background The agency responsible for statistical information in Ghana is the Ghana Statistical Service (GSS) established in 1985 by PNDC

More information

SEYMOUR SLOAN IDEAS THAT MATTER MOVING BEYOND CUSTOMER EXPERIENCE TOWARDS CUSTOMER ENGAGEMENT - A WINNING APPROACH

SEYMOUR SLOAN IDEAS THAT MATTER MOVING BEYOND CUSTOMER EXPERIENCE TOWARDS CUSTOMER ENGAGEMENT - A WINNING APPROACH SEYMOUR SLOAN IDEAS THAT MATTER MOVING BEYOND CUSTOMER EXPERIENCE TOWARDS CUSTOMER - A WINNING APPROACH INTRODUCTION The traditional discussion within organisations has always focused around the customer

More information

Shaping The Workplace Of The Future insights from the 2008 symposium WALKING IN YOUR CUSTOMER S SHOES: ORGANIZATION

Shaping The Workplace Of The Future insights from the 2008 symposium WALKING IN YOUR CUSTOMER S SHOES: ORGANIZATION WALKING IN YOUR CUSTOMER S SHOES: USING PERSPECTIVE TAKING TO CREATE A CLIENT-CENTRIC ORGANIZATION Contributors: Seymour Adler, Ph.D., executive vice president, aon consulting Miriam Nelson, Ph.D., senior

More information

SALES MANAGEMENT. 1) Prior to the Industrial Revolution, major attention was devoted to manufacturing problems because (Chapter No. 1 page No.

SALES MANAGEMENT. 1) Prior to the Industrial Revolution, major attention was devoted to manufacturing problems because (Chapter No. 1 page No. SALES MANAGEMENT CHAPTER 1 1) Prior to the Industrial Revolution, major attention was devoted to manufacturing problems because (Chapter No. 1 page No. 1) Option: - 1. Manufacturing was very difficult

More information

Linking Employee Satisfaction, Employee Engagement, and Employee Ambassadorship Session 1: Ambassadorship Concept/Framework Introduction and Rationale

Linking Employee Satisfaction, Employee Engagement, and Employee Ambassadorship Session 1: Ambassadorship Concept/Framework Introduction and Rationale Linking Employee Satisfaction, Employee Engagement, and Employee Ambassadorship Session 1: Ambassadorship Concept/Framework Introduction and Rationale Driving A Successful Customer-Centric Culture Through

More information

Maximizing Customer Retention: A Blueprint for Successful Contact Centers

Maximizing Customer Retention: A Blueprint for Successful Contact Centers Maximizing Customer Retention: A Blueprint for Successful Contact Centers Sponsored by Table of Contents Executive Summary...1 Creating Loyal Customers: A Critical Company Goal...1 Causes of Customer Attrition...2

More information

Executive Cover Memo. The Allround brand is in a favorable position, but the cold medicine is also becoming a

Executive Cover Memo. The Allround brand is in a favorable position, but the cold medicine is also becoming a Executive Cover Memo The Allround brand is in a favorable position, but the cold medicine is also becoming a cash cow. I believe that Allround needs to increase its unit sales with both grocery stores

More information

Self Assessment. Introduction and Purpose of the Self Assessment Welcome to the AdvancED Self Assessment.

Self Assessment. Introduction and Purpose of the Self Assessment Welcome to the AdvancED Self Assessment. Self Assessment Introduction and Purpose of the Self Assessment Welcome to the AdvancED Self Assessment. The Self Assessment is designed to serve as a valuable tool to help schools assess and maintain

More information

Strategic Brand Management Building, Measuring and Managing Brand Equity

Strategic Brand Management Building, Measuring and Managing Brand Equity Strategic Brand Management Building, Measuring and Managing Brand Equity Part 1 Opening Perspectives 开 放 视 觉 Chapter 1 Brands and Brand Management ------------------------------------------------------------------------

More information

20 Best Practices for Customer Feedback Programs Building a Customer-Centric Company

20 Best Practices for Customer Feedback Programs Building a Customer-Centric Company Business growth through customer insight 20 Best Practices for Customer Feedback Programs Building a Customer-Centric Company The content of this paper is based on the book, Beyond the Ultimate Question,

More information

Creating Customer Value, Satisfaction, and Loyalty 9/5/2008. Building Customer Value and Satisfaction

Creating Customer Value, Satisfaction, and Loyalty 9/5/2008. Building Customer Value and Satisfaction Chapter 4 Creating Customer Value, Satisfaction, and Loyalty 4-1 Chapter Questions How can companies deliver customer value, satisfaction, and loyalty? What is the lifetime value of a customer, and why

More information

Best CSR practices: Foxtrot. Home appliances

Best CSR practices: Foxtrot. Home appliances Best CSR practices: Foxtrot. Home appliances Name of the company Foxtrot. Home appliances of FOXTROT Group of companies Description of the company this is a network of modern shops and service facilities

More information

Raise More Dollars in Less Time - Why the Right Software Matters!

Raise More Dollars in Less Time - Why the Right Software Matters! Raise More Dollars in Less Time - Why the Right Software Matters! There are approximately 1.5 million nonprofits in the US, according to the National Center for Charitable Statistics, and fewer than 100,000

More information

Guidelines for the Success of a Business Process Management Initiative

Guidelines for the Success of a Business Process Management Initiative Guidelines for the Success of a Business Process Management Initiative Insert Company Logo June 8 th 2012 Agenda Business Process Management Lifecycle Making change sustainable Business Process Governance

More information

EXAMINING DIRECT & INTERACTIVE MARKETING APPLICATIONS IN A VARIETY OF SECTORS

EXAMINING DIRECT & INTERACTIVE MARKETING APPLICATIONS IN A VARIETY OF SECTORS 1 CHAPTER 14-2E EXAMINING DIRECT & INTERACTIVE MARKETING APPLICATIONS IN A VARIETY OF SECTORS Summary The applications of direct and interactive marketing are almost endless. This chapter has explored

More information

STRATEGIC APPROACH TO INTERVIEWING BEST PRACTICES FOR THE MBA MARKET

STRATEGIC APPROACH TO INTERVIEWING BEST PRACTICES FOR THE MBA MARKET STRATEGIC APPROACH TO INTERVIEWING BEST PRACTICES FOR THE MBA MARKET TOP 10 INTERVIEW COMPETENCY CHECKLIST COMPETENCY Craft a targeted positioning statement that highlights your experience, expertise,

More information

Effective complaint handling

Effective complaint handling This guide sets out key information for state sector agencies about developing and operating an effective complaints process. It also provides information about the Ombudsman s role, as an independent,

More information