CONCEPT
AND CONTEXT OF RELATIONSHIP MANAGEMENT
Customer relationship management is the technique of
providing information to prospects and customers, and collecting information
about prospects and customers, that allows us to help them evaluate and
purchase products that deliver the best possible value to them.
One-to-one marketing, and relationship marketing is
to make it easier for the customer to do business with you. Marketing and sales
people have many opportunities to influence customer purchase decisions. Until
recently it was normal for these functions to be performed separately — by
different departments within a company — without acting as a unified team. So
we must understand that coordinated efforts are now being made to unify
approach
Customer Relationship Management has
become a popular name for a variety of software tools and techniques aimed at
attracting and retaining customers. In general, CRM uses a centralized database
to bring marketing and sales activities together in a unified approach to
serving customers.
One-to-one marketing and relationship
marketing is to make it easier for the manufacturer to do business.
• Marketing
and sales people have many opportunities to influence customer purchase
decisions by the way making smooth relationship with the customer.
• The
concept of relationship management with respect to the customer, to get
efficiency (cost reduction)and responsiveness (instant delivery).
• RELATIONSHIP
MANAGEMENT by an organization can be divided into two categories
1.
External relations
2.
Internal relations
1 EXTERNAL
RELATIONSHIP
• Two
major external stakeholders of a business are customers and suppliers.
Customer relations:
customer
relations can be defined as the process by which companies promote
customer satisfaction and loyalty.
• It
involves managing communications with customers, particularly
customer‘squestions and complaints and solving their disputes.
• The
ultimate goal of customer relations program is to build long term
relationships.
• Building
a strong reputation for the brand and company.
Supplier relations:
All
companies tries to build a strong relationship with their suppliers.
• Supplier
relationships are different from simple purchasing transactions in several
ways. There can be a sense of commitment to the supplier.
• Eg:
vendor (seller) sells certain items to the buyer for several times then he
thinks that he will come for a next time purchase.
2
INTERNAL RELATIONSHIP
• It
is an integrative process with in a system for fostering positive working
relationship in a developmental way in a climate cooperation and achievement.
• Internal
relationship is an ongoing process that occurs strictly within a company or
organization.
• Internal
relationship helps to motivate and empower employees at all levels of
management and its consistently deliver a satisfying customer experience.
• Features
of internal relationship management
• Customer
commitment is earned in a social contract
• There
is a open ideas for mutual gain.
• Close
partnership between suppliers and customers.
• Customers
are viewed as individual people and so are value providers.
• Continuous
interaction and dialogue between suppliers and customers.
• Focuses
on discovering, creating and responding to customer needs.
• Relationships
are viewed as enterprise assets.
• There
is a systematic collection and dissemination of customer information (detailing
and negotiating requirements, expectations, needs, attitudes and satisfaction)
3.ROLE OF
INTERNAL RELATIONSHIP MANAGEMENT
a. MANAGEMENT
OF CHANGE Introduction of IT & new management practices.
b. BUILDING
CORPORATE IMAGE:
The team develops corporate image among the
employees.
c. STRATEGIC
INTERNAL MARKETING:
The CRM team solve an inter departmental conflict
and work common benefit of the organisation.
d. Relationship
between companies and customers
e. Reducing
marketing costs
f. Better
customer insights
g. Life
time value(LTV)
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