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HTM705: CHAPTER SIX: STRATEGIC CUSTOMER MANAGEMENT - Coggle Diagram
HTM705: CHAPTER SIX: STRATEGIC CUSTOMER MANAGEMENT
UNDERSTANDING CUSTOMER
WHAT IS CUSTOMER?
CUSTOMER'S MOTIVES
BASIC CUSTOMER RELATIONSHIP
PRODUCT
SELLER
CUSTOMER
TRANSACTION
MARKETING ROLE
ANALYZE
PLAN
UNDERSTAND
DELIVER
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
PROCESS
RESPOND / INTERACT - EXISTING / POTENTIAL CUSTOMER
STORING INFO IN THE DATABASE
QUANTIFYING PROSPECT
GUIDELINES TO MAINTAIN RELATIONSHIP WITH CUSTOMER
COMPONENT OF CRM
UNDERSTAND
PROPOSE
ANALYZE
STORING
FORECAST
ROLE
PLAN
STRATEGIES
TECHNOLOGIES
ACTIVITIES
CRM
SALES
RETAIL, ONLINE, TRADE SHOWS,RETAILS SALES, PERSONAL SELLING
SERVICES
CUSTOMER SERVICES, CALL CENTER, ONLINE CHAT
MARKETING
BIG DATA, CONTENT, DATA STORING
E-COMMERCE
CAPABILITY
MANAGEABLE
FLEXIBLE
MULTI-CHANNEL
SECURE
INTEGRATION
RELATIONSHIP STAGE
PROVIDING SATISFYING EXPERIENCE
SUSTAIN A COMMITED RELATIONSHIP
MEETING AND GETTING ACQUAINTED
MANAGING CUSTOMER
WHY THE CUSTOMER ATTRACT TO THE COMPANY
DEFINE THE COMPANY ABILITY
DISCUSS THE POTENTIAL TO UPGRADE SERVICES
EXAMINE PRIOR EXPERIENCE
PLAN TO ADD VALUE
ANALYZE THE EXPECTATION
PERCEPTUAL MAP
KNOW YOUR CUSTOMER
SELECTION
PERCEPTION
CUSTOMIZATION / PERSONALIZATION
QUALITY ASSURANCE
MOTIVATION
MANAGING CUSTOMER EXPECTATION
NEED
WANT
FEELING
VALUE
DESIRE
PERCEPTION
EXPECTATION
THEORIES
ETHICAL AND SOCIAL RESPONSIBILITY
PYRAMID OF CSR - CARROLL 1991
SERVICE QUALITY DIMENSION - PARASURAMAN, BERRY, ZEITHAML 1988
RESPONSIVENESS
RELIABILITY
ASSURANCE
EMPATHY
TANGIBLES