Implementing customer Relationship Management strategy

Implementing customer Service excellence Strategy

1Copyright © 2012 www.gabriellubale.com

Objectives

• Explain Strategic Management and Planning Process.• Describe the application of OPI in Customer Care

Service.• Define CRM.• Appreciate Leadership Through Customer excellence. • Formulate Strategies for Customer Retention. • Setting Customer Service Standards.• Engaging Employees in Customer Care Service.


Introduction Generic Strategic Management

Strategic implementation is one of the four phases of Strategic Planning Process. There other three are: •Strategic Analysis, •Strategic Formulation and •Monitoring and Evaluation.


Introduction Generic Strategic Management .. Cont.

Strategic implementation phase marks the transformation process or put differently the change management. To effectively bring about the change desired state one has to effectively plan or else nothing will happen. To accomplish this the following areas need to addressed. 1. Organizational leadership 2. Organizational Culture and 3. Organizational Systems.



• Strategic implementation involves putting the strategy into action and for it to be effective for following pillars must be in place: 1. organization structure – which maps out the responsibilities and authorities, 2. Human Resource – the people to carry out the strategy, 3. Project management techniques and 4. leadership and management style


Introduction – Tailor-made

Customer Orientation and Marketing is one of the seven areas to work on when implementing Organizational Performance Index (OPI). The other 6 (six) areas (global determinants) are: Leadership and Management, HR Focus, Financial Management, Innovation and Technology, Corporate Social Responsibility and Environmental Focus, and Productivity and Quality.


Introduction – Tailor-made … contd

OPI was commissioned by Kenya Institute of Management (KIM). OPI is an excellence model that rates organisations on a scale of 1-10 according to their performance and competitiveness. The OPI rating is determined following a rigorous internal and external assessment process. The organization’s processes are assessed and combined with its business results using a weighted formula to determine the scores for a set of global determinants and sectoral indicators, which when combined, define the OPI.


Definition - CRM

This is a widely implemented model for managing a company’s interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service and technical support. The overall goals are to find, attract, and win new clients; nurture and retain those the company already has; entice former clients back into the fold; and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. Measuring and valuing customer relationships is critical to implementing this strategy.


Definition - CRM

This is all about managing the relationships you have with your customers. CRM combines business processes, people, and technology to achieve this single goal: getting and keeping customers. It's an overall strategy to help you learn more about their behavior so you can develop stronger, lasting relationships that will benefit both of you. It’s very hard to run a successful business without a strong focus on CRM, as well as adding elements of social media and making the transition to a social enterprise to connect with customers in new ways.Successful CRM involves many different areas of your company, starting with sales and extending to other customer-facing areas like marketing and customer service many IT firm offer technology solutions for all those areas .


The Process Map of CRM


Setting Goals

Defining Process

Building the Solution


Application CRM

Customer Excellence: Putting the customer at the heart of everything we do.

“Proud to serve”



Application CRM … contd


Customer service strategy themes

Strategy Equality framework

1. Understanding our customers Know our community and understand its needs

2. Connecting with our customers Engage with the community and improve satisfaction

3. Serving our customers Responsive services and customer careExemplary employer of a modern and diverse workforce

4. Being the champion for ourcustomers

Provide strong leadership, partnership and organizational commitment


Application CRM - Customer Service Framework



Application CRM - Customer Service Strategy Linkage with other core strategies



Application CRM - Employee EngagementRole and Job Description for Customer Care Specialist• Role: Administration,

Customer Service, Engineering, Finance etc

• JD 1: To build and maintain relationships with our clients in order to promote our products and services.

• JD2: To train our clients on the use of our online services, audit their satisfaction as well as motivate the repeat usage of our products and services.

Job Description for Customer Care Specialist• JD3: To be available to assist

the clients with any issues they might have. A professional attitude is the key for this role.

• JD4: The ideal candidate must have strong interpersonal skills, must have an outgoing and engaging personality and must be very customer focused.



Application CRM - Employee Engagement

Qualifications for Customer Care Specialist

• Excellent communication skills in English, both written and verbal.

• Ability to build and maintain good relationships with clients.

• Ability to train customers.• Strong work ethics.• Must be customer focused and Internet literate.• Any past customer service experience is an advantage.



Conclusion

Benefits• Quality and

efficiency.• Decrease in

overall costs.• Increase

Profitability.

Challenges• Lack of senior

management support.

• Sabotage by the Lower level employees

• Complexity.• Poor usability.• Fragmentation. 20Copyright © 2012

www.gabriellubale.com

Implementing customer Relationship Management strategy

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