Customer Relations

Module 3
Recap of Earlier Sessions
• Why is CRM required
• Definition of CRM
• Usage in Strategic Marketing
• Importance of organization alignment and top leadership
• Types of customers – Fickle, happy, lost and disgruntled
• Marketing, target customer and campaign evolution – one on one
• The role of internet in CRM, Customization, Personlisation, Privacy
• Customer Retention, Cross selling, Upselling, Mktg Optimisation
Multichannel CRM… To Stay Relevant
• Modern marketing has become something of a catch-me-if-you-can
game
• Gone are the days of plain old “digital” marketing and email-and-
website marketing strategies
• Mobile customers are now moving between multiple channels,
devices, and micro-moments that marketers have to navigate

• In our multichannel world, knowing when, where, and how to reach

customers is nearly impossible without a central place to manage
complex customer relationships. Enter Multichannel CRM.
Single Customer View
• Allows you to create a consistent customer experience based on
aggregated, actionable customer data.

• How do you keep up with a person who does research on their

smartphone, adds items to their shopping cart on their tablet, and
completes a transaction on their desktop, all while demanding a
seamless, personalized experience?

• Or completes the transaction in-store?

Usage of a Single Customer View
• You know what they like, what channels they engage with the most,
what city they live in, how old they are, how much money they’ve
spent with your brand, and so much more.

• With this type of insight into your customers’ behaviors, you get to
tailor your marketing to their interests and needs, which in turn helps
to build meaningful long-term relationships.

• When your brand continually delivers tailored experiences, your

customers’ trust and loyalty in your brand will grow
Delivery
Multi – Channel Communication
• EMAIL & TEXT MESSAGING: Send personalized emails. Send transaction notifications via SMS.

• EMAIL & SMS TEMPLATES: Personalize and maintain consistency in customer communications.

• EMAIL INBOX INTEGRATION: Integrate your sales email. Receive and auto associate mails with
respective leads and deals.

• CLICK-TO-CALL: With cloud telephony integration, make outbound calls directly from CRM.

• INTELLIGENT CALL ROUTING: With Cloud telephony integration, get incoming calls routed to lead
owners.

• ENGAGEMENT ANALYTICS: Greater insights from interactions with customers. Analyze

engagement responses in real-time.
Customer Value Proposition
• A customer value proposition is a business or marketing statement
that describes why a customer should buy a product or use a service.
• It is specifically targeted towards potential customers rather than
other constituent groups such as employees, partners or suppliers

• Eg: Restoring the Joy of Home Ownership - Joyful Homecomings

• Quality, Simplicity, Empathy, Transparency
Making Every Customer Feel Special
• If a customer feels like they are being targeted with content that is
valuable to them they are more likely to buy from a brand and
establish a long-term relationship.

• 360 degree view of customer – understanding customer behavior

• Big Data CRM – servicing the customer – powerful experience if
coupled with location
• Hyper personalization - Integrating customer transaction history,
online behavior data, and social information…messaging
Customer Relationship Policy…Examples (1)
• Accessibility: Thanks to a variety of communication means provided by the
Company, customers are able to access us easily in order to share their
complaints, information demands, suggestions, or satisfaction levels with us.
• Availability of Information: Customers are also able to receive any information
they request in the shortest time and in the fastest manner possible.
• Fast Feedback: Responding promptly to all customer requests
• Solution Emphasis: Fast and effective solutions are tailored to customer needs.
• Objectivity: In addition to assessing and handling all customer requests
objectively, objectivity is essential when seeking solutions.
• Confidentiality: Use of any personal information obtained through customer
requests are restricted by law and bound to the principle of confidentiality.
Customer Relationship Policy…Examples (2)
• Customer Focus: A customer-oriented policy is used to provide customers with
the best service and to ensure that customer expectations are fully satisfied.
• Initiative Taking: Employees are encouraged to take initiative and to make
necessary decisions when required in order to meet customer needs in the
shortest possible time and to maintain maximum levels of customer satisfaction.
• Customer Engagement: Customers are kept informed of the assessment and
solution-seeking efforts in the management of their requests and are able to be
actively engaged in the process.
• Accountability: Assessment, solution-seeking efforts, status codes, and results of
customer requests are reported and monitored.
• Internal Information Exchange: Customer relations activities are shared and
monitored within the Company.
Customer Relationship Policy…Examples (3)
• Continuous Improvement: Customer suggestions and ideas are
carefully assessed and used as a source for continuous improvement
efforts.
• Professionalism: Customer demands are answered by our qualified
employees in a professional manner.