Developing Customer Asset Base
Developing the customer asset
base is not just developing and automating current sales services, marketing
capabilities and marketing processers.
It is necessities understanding
how an enterprise is going to achieve financial goals by efficiently,
targeting, acquiring, developing and retaining customers of value. This is CRM
strategy.
(CRM is not how implement, but
how doing)
Retention is the key of CRM
Corporate strategy is aim at
differentiating the market position against competition. The goal of corporate
strategy is to achieve stakeholder’s value and built competitive advantage. The
business model of the organization will illustrate how the organization will
work with suppliers, partners, and other stake holders.
The details of the corporate
strategy become the objectives of operational strategy.
If the company wants to increase
the customer value by creating a customer asset base then it has to merge
customer management into marketing strategy to ensure the extra emphasis on
customers.
( corporate DNA should be
consistency )
Eg : mikey mouse – ( the signature of those who represent as
mikeay mouse should similar)
Should deliver what the brand
promise.
( find customer value
proposition)
Not SWOT, have capable analysis (
CVP)
Relationship Investment Guide
The company can generate
satisfaction without any loyalty. But understanding what motivates loyalty is
going to be important. Here the company can examine customers by using a range
of factors about itself and its service delivery.
These factors can be rational
factors.
Eg: emotional and subjective factors. Brand , the
amount of customer care.
The relationship investment guide
will show the presume importance of a range of these factors and plot this
against the relevance of the factors on consumer behavior.
Eg :
|
Hygiene factors
|
Motivations |
|
Overspending
|
Hidden opportunities
|
Invest
Study /
invest
The end result
will show where the investment needed as well as presume down needed.
Customer asset
portfolio combines the organizational view of customer value segment ( current
profitability and expectation of future potential ) with the measure of current
strength of the relationship from the customer perspective.
Customer
Audit
Liyapuwa clear nane
CRM Matrix
CRM matrix will
follow and messure a companies CRM strategies and it allows the organization to
estimates the level of success with the strategy as well as give a feedback
mechanism for the development strategies and tactics. Based on the mgt level
matrix can be developed for corporate level, customer strategic level,
operational level and infrastructure level.
