标题: Let Customers Be Your Guide to [打印本页] 作者: Rex 时间: 2009-12-21 19:18 标题: Let Customers Be Your Guide to Success
Let Customers Be Your Guide to Success
作者: Rex 时间: 2009-12-21 19:19 标题: Re:Let Customers Be Your Guide to Success
To me, CRM has always meant one thing: CRM is the strategy an organization uses to create profitable relationships with its customers.作者: Rex 时间: 2009-12-21 19:19 标题: Re:Let Customers Be Your Guide to Success
And when I say profitable, I mean beneficial to both company and customer.作者: Rex 时间: 2009-12-21 19:20 标题: Re:Let Customers Be Your Guide to Success
It doesn't matter what you call it--customer relationship management, customer managed relationships, total customer management--CRM is about partnership, 作者: Rex 时间: 2009-12-21 19:20 标题: Re:Let Customers Be Your Guide to Success
and the enterprises that recognize that are the ones customers tend to gravitate toward. It's also about creating a compelling customer experience; 作者: Rex 时间: 2009-12-21 19:20 标题: Re:Let Customers Be Your Guide to Success
one that boost wallet share, spurs referrals, and thwarts the competition.作者: Rex 时间: 2009-12-21 19:21 标题: Re:Let Customers Be Your Guide to Success
The challenge for organizations that want to "do" CRM is defining profitable,partnership, customer experience,作者: Rex 时间: 2009-12-21 19:21 标题: Re:Let Customers Be Your Guide to Success
and sometimes even customer. But doing so is necessary to craft a CRM strategy that will foster a sustainable competitive advantage in today's hyper-evolving marketplace.作者: Rex 时间: 2009-12-21 19:21 标题: Re:Let Customers Be Your Guide to Success
So how do you define...
Profitable - When executives think of profit, most often they think hard dollars.
作者: Rex 时间: 2009-12-21 19:22 标题: Re:Let Customers Be Your Guide to Success
But there are other elements of profitability when it comes to customers.作者: Rex 时间: 2009-12-21 19:22 标题: Re:Let Customers Be Your Guide to Success
Consider the value of an enthusiastic consumer who recommends a product at every opportunity. 作者: Rex 时间: 2009-12-21 19:23 标题: Re:Let Customers Be Your Guide to Success
Companies like Zappos.com and Bath & Body Works do little or no advertising because word of mouth does it for them. 作者: Rex 时间: 2009-12-21 19:23 标题: Re:Let Customers Be Your Guide to Success
Customer profitability also goes up when the cost to serve those customers goes down.作者: Rex 时间: 2009-12-21 19:23 标题: Re:Let Customers Be Your Guide to Success
That may happen because they use self-service tools or participate in a user community offering advice to other customers, or because they've provided information about their needs and preferences that makes communicating with them more relevant, thus more effective.作者: Rex 时间: 2009-12-21 19:24 标题: Re:Let Customers Be Your Guide to Success
Just as important is making the relationship profitable for customers. Defining what that means is crucial, and requires actually asking customers versus just making assumptions.作者: Rex 时间: 2009-12-21 19:24 标题: Re:Let Customers Be Your Guide to Success
profitable relationship to a customer may be one in which they get the best deal or special treatment or exclusives opportunities;作者: Rex 时间: 2009-12-21 19:24 标题: Re:Let Customers Be Your Guide to Success
it may be easy access to information, about your products or services and about related topics that will help them be better informed or perhaps help them more effectively reach their goals;作者: Rex 时间: 2009-12-21 19:25 标题: Re:Let Customers Be Your Guide to Success
it might also be access to company executives or other customers through events or an online community.作者: Rex 时间: 2009-12-21 19:26 标题: Re:Let Customers Be Your Guide to Success
It could be simplifying their interactions with your organizations through SMS reminders or emails that offer one-click purchasing or intuitive self-service options online, at kiosks, or by phone.作者: Rex 时间: 2009-12-21 19:27 标题: Re:Let Customers Be Your Guide to Success
Another area of profitability to consider is balancing short- and long-term goals. Every action a company takes, whether it be sending an email marketing campaign or cutting average handle time or adopting team selling, 作者: Rex 时间: 2009-12-21 19:27 标题: Re:Let Customers Be Your Guide to Success
makes an impact at that moment of whether customers are more or less likely to do business with that firm again now and in the long term, 作者: Rex 时间: 2009-12-21 19:28 标题: Re:Let Customers Be Your Guide to Success
i.e., their profitability. Organizations need to balance their need for short-term revenue with their need for long-term sustainability. 作者: Rex 时间: 2009-12-21 19:28 标题: Re:Let Customers Be Your Guide to Success
An enterprise that takes too many actions that drive short-term profit at the expense of long-term customer satisfaction may over time find that it no longer has customers to sell to.作者: Rex 时间: 2009-12-26 21:54 标题: Re:Re:Let Customers Be Your Guide to Success
Partnership - Of course, different businesses require different types of partnerships;
作者: Rex 时间: 2009-12-26 21:54 标题: Re:Let Customers Be Your Guide to Success
but one company may itself have multiple types of relationships with its various customers. 作者: Rex 时间: 2009-12-26 21:56 标题: Re:Let Customers Be Your Guide to Success
Making a partnership successful requires first understanding your company's and customers' expectations of what that partnership should be. 作者: Rex 时间: 2009-12-26 21:57 标题: Re:Let Customers Be Your Guide to Success
Dow Chemical, for example, partners closely with customers that require extensive customization of its products, while also offering online self-service for customers that need only purchase standard products and that want them in the fastest time at the cheapest price.作者: Rex 时间: 2009-12-26 21:58 标题: Re:Let Customers Be Your Guide to Success
Both partnerships are based on value, but the value for the former is based on collaboration; the value for the latter is based on efficiency.作者: Rex 时间: 2009-12-26 21:58 标题: Re:Let Customers Be Your Guide to Success
From the customer perspective, partnership may be as simple as getting what they expect--based on branding or contracts or interactions.作者: Rex 时间: 2009-12-26 21:58 标题: Re:Let Customers Be Your Guide to Success
For the customer, having a "partnership" is often just knowing that the organizations they do business will deliver the service, price, or product they have promised.作者: Rex 时间: 2009-12-26 21:59 标题: Re:Let Customers Be Your Guide to Success
On the other hand, some customers expect an in-depth, long-term partnership where seller and buyer work together to create unique solutions to meet the customer's needs.作者: Rex 时间: 2009-12-26 21:59 标题: Re:Let Customers Be Your Guide to Success
Customer experience - Customer experience is more than customer service, whether that be in the call center, at retail, or during a face-to-face interaction with a salesperson or field service technician.作者: Rex 时间: 2009-12-26 22:00 标题: Re:Let Customers Be Your Guide to Success
Those are all integral to delivering a compelling customer experience, but for many enterprises, those touchpoints are just the beginning.作者: Rex 时间: 2009-12-26 22:00 标题: Re:Let Customers Be Your Guide to Success
The experiences customers have with advertising, products (e.g., how they look, how they work), back-office operations (shipping, billing), a website, all impact their likelihood of continuing or discontinuing doing business with a company, as well as their likelihood of doing more or less business or recommending the product or service to others.作者: Rex 时间: 2009-12-26 22:00 标题: Re:Let Customers Be Your Guide to Success
One challenge for companies today is that increasingly there are aspects of the customer experience, or the perception of that experience, that are out of your control, like online product rating systems or sites and blogs and online communities that discuss your brands.作者: Rex 时间: 2009-12-26 22:01 标题: Re:Let Customers Be Your Guide to Success
Good or bad, what is said may be accurate or inaccurate; it's imperative to have a plan for appropriately addressing the issues raised in these forums.作者: Rex 时间: 2009-12-26 22:01 标题: Re:Let Customers Be Your Guide to Success
Customer - An organization can't create an effective CRM strategy without first understanding who its customer actually is. 作者: Rex 时间: 2009-12-26 22:01 标题: Re:Let Customers Be Your Guide to Success
Is it the end consumer? Is the channel your partner or your customer? 作者: Rex 时间: 2009-12-26 22:01 标题: Re:Let Customers Be Your Guide to Success
Consider, for example, a hospitality operation that franchises its hotels. 作者: Rex 时间: 2009-12-26 22:02 标题: Re:Let Customers Be Your Guide to Success
Is the customer the franchisee or the people who come to the hotels and sleep in the beds? Without an agreed upon definition of the customer, employees will work to best serve the constituency they each feel is the "right" customers--the result being employees working at odds instead of in tandem.作者: Rex 时间: 2009-12-26 22:02 标题: Re:Let Customers Be Your Guide to Success
Some organizations consider all of their constituencies to be customers. If that's the case, there needs to be a CRM strategy that addresses each, 作者: Rex 时间: 2009-12-26 22:02 标题: Re:Let Customers Be Your Guide to Success
as well as a prioritization of the customer groups so there is an understanding of whose needs should be met first if, for example, 作者: Rex 时间: 2009-12-26 22:03 标题: Re:Let Customers Be Your Guide to Success
the needs of two groups conflict. That information must then be communicated throughout the organization.作者: Rex 时间: 2009-12-26 22:03 标题: Re:Let Customers Be Your Guide to Success
How is this all different than in the past? 作者: Rex 时间: 2009-12-26 22:03 标题: Re:Let Customers Be Your Guide to Success
Customer influence. Customers today are increasingly expecting a more active role in their relationships with the organizations they value. 作者: Rex 时间: 2009-12-26 22:03 标题: Re:Let Customers Be Your Guide to Success
They want to give feedback that actually gets used in developing products or improving service.作者: Rex 时间: 2009-12-26 22:04 标题: Re:Let Customers Be Your Guide to Success
They want to participate in creating marketing campaigns, deliver service to other customers online, and share their expertise.作者: Rex 时间: 2009-12-26 22:04 标题: Re:Let Customers Be Your Guide to Success
More and more, customers today demand to be heard. 作者: Rex 时间: 2009-12-26 22:04 标题: Re:Let Customers Be Your Guide to Success
They want to help formulate what partnership and profitability and customer experience mean and how those things impact them.作者: Rex 时间: 2009-12-26 22:12 标题: Re:Let Customers Be Your Guide to Success
Organizations that don't recognize this do so to their detriment.作者: Rex 时间: 2009-12-26 22:12 标题: Re:Let Customers Be Your Guide to Success
Now more than ever it's time to work with customers to create profitable relationships.作者: Rex 时间: 2009-12-26 22:12 标题: Re:Let Customers Be Your Guide to Success
Letting go of "controlling" the relationship even a little could return a lot--a lot of trust, value, loyalty...all integral to transforming a CRM strategy to what it really should be: a profitable, enterprisewide business strategy.
