The end of World War Two saw an industrial boom. Manufacturing companies focused on mass production of standardized goods, in order to meet the requirements of a society in its attempt to rebuild after the devastation caused by Two World Wars.
The period between 1970 to 1990, was considered as the post-rebuilding phase and the markets saw a drop in demand. The competition between companies grew considerably, as customers became more discerning. The only way for any company to survive the competition was to create a unique identity for the product.In the current scenario, the customer has a wide range of products with similar functions to choose from. Each company must find a way to make its product stand out in the plethora of goods on display. It is important to find out what drives the customer to make the choices they do.
To answer these questions companies have become more customer-focused as they are the major source of profits.
[...] Customer relationship management In order to be able to meet the customer expectations, the company must effectively understand consumer psychology. This requires an accurate analysis of information collated by market surveys and customer feedback. Such information is stored marketing database applications. The marketing database should be feasible enough to classify the information contained in it quickly and efficiently. The company must then ensure that the database systems provide relevant and accurate information. Objectives of CRM The main purpose of customer relationship management is to bring together the company and the customer. [...]
[...] "Upon purchase, customers can register for a free OnWay program that includes three services: a two year warranty of the tires, a roadside assistance in Europe and an SOS direction, "said NicolasVirevaire OnWay is a range of services available since 2003 in all outlets of France Michelin. To date, more than 1.3 million people have signed on for this offer knowing that the duration is two years, and is renewable upon purchase of new tires. OnWay aims to be a European program. [...]
[...] The other problem that is found in the implementation of internal customer relationship is the difference between commitments to customers and the ground realities. This implies that there is a difference between the image projected by the company and the facts collected by the CROs (Customer relationship officers). For example, the advisors need to represent the policies of the company while empathizing with the needs of a potential customer. There is also a certain amount of inconsistency between the claims of a company that is trying to acquire a new customer and its treatment of an old customer in the retention phase. [...]
[...] Customer relationship management helps to build customer loyalty and thus increases the turnover of companies. However, in an effort to provide more benefits to the customer, companies often need to compromise on profitability. The extensive research and analysis required are time consuming activities. We will now discuss the communication strategies required for an effective customer relationship management. II. Contacting the customer A. Internal communication The company must first establish good internal communication to be able to succeed in external communication. If this is not done, the business may suffer losses in external communication. [...]
[...] Bouygues Telecom proud to provide service on NC NF Service Strategy: With the certification for the quality of its customer service package, Bouygues Telecom aims to widen the gap with its competition by demonstrating its expertise in customer relations. Customer relationship is central to the strategy of Bouygues Telecom since its inception in this industry. "Having arrived on the telecom market four years after the two incumbents, we have distinguished ourselves by relying on two strengths: strong customer relationship and a higher quality compared to competition, "says Lawrence Biojoux, director of customer relations. [...]
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