Scribd Logo
Upload

Welcome to Scribd!

  • 375 views

    Models of CRM: - Idic - Gartner Competency Model - The CRM Value Chain - Paynes Five Process Model

    Uploaded by

    dewpra
    The document discusses several models of customer relationship management (CRM): 1) The IDIC model focuses on identifying customers, differentiating them, interacting with them, and customizing for each customer. 2) The Gartner Competency Model examines the CRM value chain including customer intimacy, customer portfolio management, and customer value management. 3) Payne's Five Process Model looks at customer acquisition, customer retention, customer development, and customer divestment. 4) A strategic framework is presented for implementing CRM across organizational functions and processes.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Models of CRM: - Idic - Gartner Competency Model - The CRM Value Chain - Paynes Five Process Model

    Uploaded by

    dewpra
    375 views12 pages
    The document discusses several models of customer relationship management (CRM): 1) The IDIC model focuses on identifying customers, differentiating them, interacting with them, and customizing for each customer. 2) The Gartner Competency Model examines the CRM value chain including customer intimacy, customer portfolio management, and customer value management. 3) Payne's Five Process Model looks at customer acquisition, customer retention, customer development, and customer divestment. 4) A strategic framework is presented for implementing CRM across organizational functions and processes.

    Original Description:

    crm

    Original Title

    Models of Crm

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses several models of customer relationship management (CRM): 1) The IDIC model focuses on identifying customers, differentiating them, interacting with them, and customizing for each customer. 2) The Gartner Competency Model examines the CRM value chain including customer intimacy, customer portfolio management, and customer value management. 3) Payne's Five Process Model looks at customer acquisition, customer retention, customer development, and customer divestment. 4) A strategic framework is presented for implementing CRM across organizational functions and processes.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    375 views12 pages

    Models of CRM: - Idic - Gartner Competency Model - The CRM Value Chain - Paynes Five Process Model

    Uploaded by

    dewpra
    The document discusses several models of customer relationship management (CRM): 1) The IDIC model focuses on identifying customers, differentiating them, interacting with them, and customizing for each customer. 2) The Gartner Competency Model examines the CRM value chain including customer intimacy, customer portfolio management, and customer value management. 3) Payne's Five Process Model looks at customer acquisition, customer retention, customer development, and customer divestment. 4) A strategic framework is presented for implementing CRM across organizational functions and processes.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 12

    MODELS of CRM

    IDIC
    Gartner Competency Model
    The CRM Value Chain
    Paynes Five Process Model

    Framework for CRM- Peppers and


    Rogers (IDIC)
    Identify prospects and customers
    Differentiate customers by needs
    and value to company
    Interact to improve knowledge
    Customize for each customer

    Gartner Competency Model

    CRM value chain II


    Customer
    Customer
    Network
    Value
    Manage Portfolio
    Intimacy
    Development Proposition
    the Analysis
    (SCOPE) Development Customer
    Lifecycle
    Customer
    Market
    segmentation database
    development
    Sales
    Internal data
    forecasting
    Data
    Life-time
    enhancement
    value
    Data
    Customer
    analysis toolkitwarehousing
    -SWOT/ PEST/ Data mining
    5 forces/
    matrix

    BCG

    Network
    Sources of
    Customer acquisition
    management customer value
    -who/how/what? KPIs
    Internal buy- -4Ps/7Ps
    Customer retention
    customisation
    in
    -who/how? KPIs
    Customer
    External
    - exceed expectations/ add
    experience
    network
    value/ social and structural
    -suppliers/
    investors/
    partners

    Benchmarking

    Network
    position

    Privacy

    E-commerce

    Database
    technology and
    software

    portals

    Process
    reengineering

    Customer development

    -self-manufacture -who/what/how?
    KPIs
    self-service

    People issues

    Technology
    -EDI/Extranets/ enablement

    bonds/ commitment

    Organisation design
    -physical/virtual?
    KAM/crossfunctional
    teams

    Metrics

    The Strategic Framework for CRM

    CRM as a set of cross functional process

    Model of a customer centric culture


    Customer-centric organisational culture
    leadership

    formal
    systems

    Internal
    relationships

    employee
    experience

    employee
    behaviour

    customer
    experience

    Features of a customer centric culture


    1.
    2.
    3.
    4.

    5.
    6.

    7.

    Identifying which customers to serve


    Understanding customers current and current and future
    requirements
    Obtaining and sharing customer knowledge across the company
    Measuring customer results: satisfaction, retention, future buying
    intention, referral behaviours (word-of-mouth), share of wallet
    Designing products and services which meet customers
    requirements better than competitors
    Acquiring and deploying resources (information, materials, people,
    technology) that create the products and services that satisfy
    customers
    Developing the strategies, processes and structure that enable the
    company to meet customer requirements

    BONDING FOR CUSTOMER


    RELATIONSHIP
    Berry and Parasuraman (1991) have identified four
    levels of bonds.
    Financial Bonds - Volume and Frequency rewards,
    Bundle and Cross-selling, and Stable pricing,
    Social Bonds - Personal relationships, continuous
    relationships and Social Bonds among customers,
    Customization Bonds - Customer intimacy, Mass
    Customization and Anticipation/Innovation,
    Structural Bonds - Integrated, information
    systems, Joint Investments, and Shared Processes
    and Equipment.

    Culture
    Culture is the product of shared norms, beliefs,
    values, symbols, and rituals that define what is
    important and shape appropriate attitudes and
    behaviors
    Culture has the potential to act as a control
    mechanism that provides direction and helps to
    coordinate employee activities.
    Energize employees by appealing to their higher
    ideals and values and rallying them around a set of
    meaningful, unified goals.

    Managing Culture
    Recruiting, selecting, reassigning, and laying
    off people for culture fit
    Managing culture through socialization and
    training
    Managing culture through reward systems

    You might also like