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Turning Customers Into Gold
Four Fundamental Steps For Enhancing Your CRM Strategy
Companies need to control how they interact with customers and build relationships. Relationship building transcends customer service, which is mostly a reactive process. Of course it is a good thing to be able to respond quickly when a customer calls with a request. But companies can do much more than react. At the heart of any enhanced customer relationship strategy are four fundamental steps. These four steps can help turn customers into gold:
- Identify unique characteristics of each customer within a given customer segment.
- Model the current and potential value of each segment.
- Start with the highest value segment and create proactive strategies and operational plans or the business rules that should be followed.
- Redesign the organization, process, technology and reward systems necessary for implementing the relationship strategies.
Identifying the uniqueness of each customer includes knowing the value of the customer plus a small set of characteristics that identifies what is unique about the customer (English is my primary language; I wear a size small; I prefer Internet confirmation of orders, etc).
Modeling customer value is a key piece of information for knowing which customers deserve the most attention.
For more information about CRM, contact O'NEIL Data Systems. Phone 866–659–0824, or email us at sales@oneildata.com.
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