FREE online courses on CRM - Elements of Customer Marketing - Company and the Customers

Marketing, sales and service people deal with the customers and are creative and full of innovative ideas. The customers look forward to real-world human interactions blending rationality with intuition. In a company relationships include:

·         Customer Interviews

·         Customer Teams

·         Customer Planning

·         Company-wide Participation

Customer Interviews:

·         Should be conducted with all the customers.

·         Could be conducted face to face, on telephone, written or e-mail questionnaires or via website.

·         Helps to understand customer needs and problems.

·         Helps to bring changes in business to satisfy customers.

·         It determines current and future potential of each customer.

·         It deepens relations with each customer to generate additional sales.

·         Such interviews are expensive, can be conducted during a normal sales visit.

Customer Teams

·         It's a powerful and fundamental customer-marketing concept.

·         Consists of people responsible for contacts with a specific group of customers.

·         Can include Field sales person, Telesales person, Representative and Marketing person.

·         Meet to set up customer goals and account plans.

·         Play an important role in customer planning process.

 

  Customer Planning

·         Company needs to determine where customers need to end up in customer pyramid at the end of the planning period.

·         Knowledge and creativity of teams should be tapped here.

·         Such goals can be achieved through customer contacts.

·         Prospects have to be formed to reach the goals.

·         Company can select methods from media or technologies delivered to specific groups.

Company-Wide Involvement

·         Company-wide participation is important as everyone can improve customer performance, behavior and satisfaction.

·         To promote this meetings could be held or

·         Encouragement could be given to participate in a customer focus.

·         Results of customer satisfaction surveys could be published and suggestions could be invited on them.

·         A suggestion-box for customer satisfaction could be set up.