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Define CRM;
Understand the importance of CRM;
Explain the determinants of CRM and the key stages in its development;
Discuss the main functions and various models of CRM;
Explain the role of salespeople as relationship developers
Discuss the management of customer relationships.
Chapter 15: Customer Relationship Management (CRM)
Determinants of CRM
Trust
Value
Determinants of CRM
High
Synergistic KAM
Partnership
Degree of
involvement Mid-KAM
Early-KAM
Low Pre-KAM
Transactional Collaborative
Nature of customer relationship
(Millman and Wilson, 1995)
Chapter 15: Customer Relationship Management (CRM)
High cooperation
Low competition Pre- Development Maturity Decline
relationship stage stage stage
stage
Low cooperation
High competition
Time
(Wilkinson and Young, 1997)
Chapter 15: Customer Relationship Management (CRM)
Class Exercise
Salespeople by:
Assessment state
•Customer feedback
•Integration
(Evans and Luskin, 1994)
Chapter 15: Customer Relationship Management (CRM)
Independence
Relative influence
Chapter 15: Customer Relationship Management (CRM)
High
Use a non Build a strong
customized and lasting
approach relationship
Opportunities
for adding value
Relationship networks
Summary