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Strategic CRM for Chinese auto OEMs
(chinadaily.com.cn)
Updated: 2008-04-14 16:42

Customer Management Excellence (CME)

Based on years of project experiences in CRM domain, Arthur D. Little (ADL) developed a well proven concept of Customer Management Excellence.

Strategic CRM for Chinese auto OEMs

 

 

 

 

 

 

 

 

 

This model is all about creating a high performing CRM which is:

§         An effective CRM strategy

§         High efficient customer-facing processes

§         Customer-supporting IT infrastructure

§         Customer-oriented culture and organization

There are 6 key capabilities that companies needs to have in order to achieve excellence in Customer Relationship Management:

§         Superior Customer Insights: Gather, consolidate and enrich customer profile information; Build customer knowledge, by analytical evaluation of customer profile information

§         Program excellence: Optimal alignment of all marketing, sales, customer service and CRM activities; Continuous performance measurement and ROI-controlling

§         Contact channel integration: Complete integration of all in- and outbound contact channels; Relevant customer information available at all customer touch points

§         Process excellence: Customer-facing processes integrated across functional units (marketing, sales, service); Integrated and efficient IT-support of operative, customer-facing processes

§         Value management: Knowledge of prospect/customer value; Segmented prospects/customers according to customer value, and optimized marketing-mix according to each segment

§         Customer centric offer: Aligned product/service-portfolio, pricing and distribution channels towards customer needs; Active utilization of the knowledge gathered during customer relation for this purpose


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