istockphoto-535912667-170667a — Patron, feminism; female customer care, protection, customer personalization, individual customer, CRM, social customer service, customer retention, customer relationship, care for employees, marketing niche segmentation concepts.

Components Of Customer Relationship Management: What Sets CCEs Apart

In my previous article , I have looked at all that you need to know about the branches of customer relationship management . In this article, I want to look at all that you need to know about CRM Solution Map. Follow me as we are going to look at that together in this article.
In any organisation, we have two sets of departments . These include those that have direct relationship with customers and those that do not relate directly with customers.

We have seen in my previous articles that customer facing departments include: Marketing , sales and customer service departments.

#1 Marketing

If the marketing department ‘s plans to shift to CRM, they need applications that can identify prospective customers. They must be able to identify prospective customers . They must be able to identify the calibre of customers that they want and how they can meet their needs.

Also, there is a need for segmentation of customers. Under this, organisations that deals with different age groups must be able to come up with products and services that will meet the needs of the various age groups.

The organisation also needs accurate targeting. Under this, they must be able to predict correctly who their prospects are and how they can meet them at the right place with the right products and services.

The marketing department in a CCE must also be able to come up with correct customer acquisition strategies . They must be able to pin point how various prospect want to be approached. Some like to relate with the customers online while some other want to do business from the convinience of their homes.

There is also the need for campaign management. When we talk of campaign management, we are talking about creating awareness about products and services that the organisation has to offer. This includes making sure that the existing campaign is still relevant.

Finally, under marketing, we can have a lead distribution, this involves follow-up on information that you have about a particular prospect. Take, for example, a customer that likes to do business from the convenience of his home ; such a customer/prospect will easily jump at products and services that will afford him the opportunity to do so.

Scenerio

Benson is a 9Mobile customer while his father who happens to be a carpenter also uses the same network. Benson who likes socialising and enjoying free things decided to migrate from easy starter to easy cliq because it gives him the opportunity to enjoy low call rates , get data for browsing and free access to Facebook and 2go among others.

His father migrated from easy cliq to easy starter simply because he does not need some of those things that his son wanted in a sim. He was attracted to easy starter because of the ” you and me ” which allows him to talk to his wife free of charge and home zone which allowed him to enjoy low call rates from his workshop.

#2 Sales

The sales deparrnent Inna customer-centric enterprise also needs some applications that will allow the staffs of the department to satisfy the needs of customers.

One of such is the application that will allow effective sales process so that closure of deals can be faster. This will allow the department to know those that really need the product and the best way to sell it to them.

The sales department also need proposal generation tool. This tool automatically notifies prospects and customers about products and services that might be of interest to them. These are programmed based on information at the disposal of the organisation about the prospects or customers.

The sales deparrnent might also need knowledge management tool. the organisation could only succeed of they have valuable information that could help in faster closure of deals.

We also need contact management tools. Under this , the organisation tries to manage their contacts and database in order to see how it could help in closure of deals.

If you suddenly discovered that you have Aliko Dangote ‘s son as one of those that have used your product or you have a link to the Nigerian President ,this might help you to sell your products to them.

Like I said earlier ,the problem remains that many Organisations in Nigeria cannot say precisely the total number of customers that they have.

Finally, there are applications that can help in forecasting. When you are forecasting, you are predicting things that are not on demand now but customers are likely to request for in the future . These can be done using information that is available in customer’s database.

#3 E-Commerce

The benefits of e-commerce platform is to ensure that the organisations is able to use the world wide web to increase their sales effortlessly. The organisations have to deploy applications that will ensure that both the online customers and those that walk into the various branch offices enjoy the same benefits.

#4 Services

This is the medium through which the organisation support customers that have purchased their products and services. This might include deployment of call centre applications , portals or customised interfaces which are meant to meet the need of customers.

A good example of this is the MTN online service centres which are meant to provide support to customers who might be having challenges with thier MTN Services.

Action Point

PS: I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you could drop your comment. Thanks in anticipation.

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