Articles by Adeniyi Salau

In my previous article, I looked at some of the drivers of customer relationship management. In this article, I want to look at some of the components of a customer relationship management strategy. Follow me as we look at that together in this article.   In defining Customer Relationship Management […]

In my previous article, I talked about all that you need to know about customer relationship management. In this article, I want to talk about some of the major drivers of CRM. Follow me as we are going to look at that together in this article.   The word “driver” […]

I know that CRM or CRM Initiatives is a buzzword. Almost every organisation wants people to know them as being customer centred. In this article, I want to look at three main focuses of any CRM initiative. Follow me as we are going to look at that exclusively in this […]

  Many CRM definitions focus on the importance of knowing your customer and acting on that knowledge. Putting this principle into practice is where the complexity lies.   In this article, I want to introduce you to Samson, a sophisticated but demanding customer, and his bank, a CRM-savvy organization that […]

In my previous article, I talked about Samson and some of the mistakes that the bank made that made them lose Samson as a customer. In this article, I want to expose five main reasons why organisations keep losing customers. I will also do this using the Samson example as […]

  In my past articles, I have always been using the story of Samson and the bank. I have explained how he was treated harshly and the steps that he took after that. In this article, I want to look at how to excite informal Customers effectively.     What […]

  It has much to do with talking to your customers and customers talking to you and among one another about your products and services.    Many at times organisations have put mechanisms and technologies in place that allow the customers to relate with organisations; ask questions and make suggestions.  […]

  At the end of this article , readers should be able to understand:     Who a customer is, What it means to treat customers like a king The act of knowing your customers and the relationship that they keep can help an organisation to retain its customers for […]

When we talk about dimensions of customer service, it is a concept that helps us to understand that customers rate the level of services been provided by any organisation in two dimensions.   We are going to take a closer look at these dimensions in order to have a good […]

  When we talk of touchpoints, we are talking about different ways through which customers can have access to an organization.   In many forward-looking organizations, today gone are those days when customers cannot have access to their accounts or transact business with an organization unless they physically enter the […]

A Customer-Centric Enterprise (CCE) is an organisation that has resolved to do business from the customers’ perspective.   In this kind of organisation, profit is not their main motive of establishing a business, they first resolve to satisfy customers’ needs which will, in turn, generate profits more than they expected. […]

    At the end of this article, readers should be able to: ·   Know what customer-centric enterprises are.; ·   The characteristics of CCEs.; ·   Customers’ perspective of CCEs; ·   Functions that CCEs are meant to play; and ·   Differences between Customer-Centric and Product-Centric Enterprises.   OBJECTIVES OF THIS ARTICLE […]

As an organisation moves from a product-centric enterprise to a customer-centric one, there are some basic things that will begin to change about the organisation, we want to look at this under four main headings, which are:   Pricing capabilities Product quality capabilities iii.       Marketing and sales capabilities Customer service […]

  The Concept This is the simplest way of explaining the way by which an organisation whether product or customer-centred interacts with its customers and prospects. It explains the process that a customer or prospect passes through before deciding to purchase or use a particular product or service. Understanding the […]

  Customer Lifetime Value (CLV) can be seen as the expected financial benefit from customer retention investment to build customer loyalty, Simply, it is the total amount that you expect your customers to spend on your product throughout their lifetime.   Definition Customer Lifetime Value (CLV) can be seen as […]

  A Customer Value Proposition (CVP) consists of the sum total of benefits that a vendor promises a customer will receive in return for the customer’s associated payment or other value transfer.     Customer Value Management was started by Ray Kordupleski in the 1980s and discussed in his book […]