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Customer Relationship Management (Relationship (independence-->…
Customer Relationship Management
Relationship
independence-->dependence or interdependence
At least two parties take part in
activities of one party influence other parties
past interactions affect present &future ones
relationship extends over a long period of time
effects of interactions depend on actual event &subjective approach to these events
Attributes of quality relationship
Reciprocity (Tính trao đổi lẫn nhau)
chance for exchange depends on
personal aspect of resources tính cá nhân càng cao càng khó trao đổi
Tangibility of the resources tính hữu hình càng cao càng dễ trao đổi
Cost of the resources giá càng thấp càng dễ trao đổi
Trust
If trust is absent, conflict and uncertainty rise, whilst cooperation falls
Consideration
Knowledge
Mutual empathy
Commitment
Personal
Moral
Structural
Evolution of a relationship-->5 phase
Awareness
Exploration
Expansion
Commitment
Dissolution
Strategy that integrates internal processes and functions, and external to create and deliver value to targeted customers at a profit
Strategic CRM
Analytical CRM
Operational CRM