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Customer Relationship Management /1

Customer Relationship Management
In any rapidly changing business environment it is essential to manage the expectations and quality of service and support to the market. Serious flaws in this area have emerged in relation to the management of service consistency and customer care. This section provides interesting research and guidance from DHL and othersources that will assist in avoiding problems in this critical area. The consistent and effective management of the customer relationship across all channels and functions within an organization is a key competitive differentiating and success factor for any evolving Business. Customer relationship management (CRM) can be defined as an integrated set of business processes and enabling technologiesin support of a consistent entry, management and use of customer related information across and between channels of sales and service.

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The use of information to create and enable repetitive sales and support processes, To generate a value proposition that increases customer value and loyalty The ability to increase or institutionalize pro-activity

To achieve these in a multi channelorganization a supplier of CRM applications must ensure the ability to support and drive integration across all relevant channels and functions.

Establishing CRM successfully
To establish a successful CRM installation, changes will be required within the organizational processes, data and operation of the customer management. Some of the changes required are: • Establishing and implementingthe key information sets that identify the customer appropriately Establishing a consistent set of data that describes customer activity Establishing consistent data and business rules in gathering, processing and storing data Reengineering established and emerging channels to comply with CRM requirements Reengineering established information and support processes to reflect available normalizeddata Management of change in any application or process related to CRM support, feed or presentation Integration of manual and on-line processes to be mutually supportive

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The essence of Customer relationship Management
At the heart of CRM is the issue of data and relationship ownership. In the past, marketing or sales have been deemed to own the customer. In the CRM model any singleentity or function does not own the customer. The customer is managed cooperatively by all the parties with a customer contact responsibility or service provision / support role. The purpose of CRM remains the same as that of existing customer management processes. These are: • • The growth of business by leveraging existing relationships, Using information available to improve the customerrelationship,

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Should any of the above not be achieved, then islands of data and process will remain un-integrated and add time, cost, inconsistency and

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inefficiency throughout organization.

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What should CRM contain?
Any successful CRM integrates the following • implementation •

supplier to investigateand introduce innovative new services at an individual, corporate or industry level. Application integration and process

Customer Detail Information This provides a total view of all activities and information related to the customer, their activities, their interactions and their stated or intimated needs

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Modes and means of contact or service provision

This looks to ensure that theorganization's internal application set is geared to integration in support of the customer relationship. Here an organization looks to have access and normalize all information from Legacy, emerging and future applications and processes in support of a single consistent but customizable view of the customer for all functions and support activities.

This defines the channels of access the...