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CRM strategy
-Managing the customer experience
Marketing Strategy
vis-à-vis CRM strategy
Marketing Strategy CRM Strategy
-how to use market opportunities -how to come closer to the
to our advantage to cut the customer to deliver value and
threats? in turn create value for us
VISION-Customer
VISION-Market Position Experience
Market audit Customer behavior &
SWOT analysis requirement audit
Capability analysis
ØCRM Vision
ØUnderstanding the value offered
ØCustomer specific relations
ØImportance of CRM
ØNature of customer experience to be
delivered
STEP-II
CRM Strategy
ØAnalyzing current position wrt customer’s
loyalty & satisfaction
ØCustomer segmentation
ØSetting up objectives( desired retention,
acquisition…)
ØDefining parameters for measurement
ØUnderstanding the required infrastructure
STEP-III
Valued customer
experience