Unit 5: Improving the Customer Experience
Customer relationships are obtained and maintained in a variety of ways, such as through customer relationship management (CRM) strategies and technology. Companies use this customer-centric approach to analyze and change marketing strategies and track customer visits online. Customer service technology tools include email, texts, call centers, and real time chat rooms.
Completing this unit should take you approximately 3 hours.
Upon successful completion of this unit, you will be able to:
- detail the advantages of CRM and the value to a business;
- outline the electronic channels of e-CRM and advantages for the customer;
- analyze social media and other digital marketing channels and the use for both a company and the customer; and
- describe the value of the customer relationship to the business.
5.1: Types of Customer Relationship Management (CRM)
Read this section which discusses the importance of e-CRM and identifies types of CRM within organizations: operational, analytical, sales-force automation, and collaborative. The cycle of CRM identifies customer problems, provides solutions, and focuses on maintaining that customer relationship.
Watch this video in which Lena Steinhoff discusses her research on how companies can manage their relationships with online customers more effectively.
5.2 The Value of Customer Relationships
Read this section to discover effective channels of CRM and how powerful they can be to a company. Learn the long-term value of a satisfied customer and how a company can implement different strategies to maintain that relationship. Effective CRM initiatives equal increased customer satisfaction which leads to increased sales and positive word-of-mouth advertising.
Read this section to discover effective channels of CRM and how powerful they can be to a company. Learn the long-term value of a satisfied customer and how a company can implement different strategies to maintain that relationship. Effective CRM initiatives equal increased customer satisfaction which leads to increased sales and positive word of mouth advertising.
Learn how companies use technology channels to reach customers, keep customers, and collect and analyze customer data. These channels include banner ads, online reviews and ratings, blog posts, and smartphone ad formats. Different marketing strategies focus on customer use of the mobile phone and social media, allowing for easy, automatic target marketing.
5.3: CRM Technology Tools and Software
Read this section which discusses direct communication methods used in customer service. How a customer service worker communicates with a customer verbally is critically important, however, electronic communication can be equally effective. Cost-savings and streamlining of processes are advantages of using CRM software as well as automating and organizing customer data in a centralized location.
Watch this video in which Bill Rand explores a model for using customer relationship management to market to an audience. Marketers use CRM tools to keep track of customer interactions with consumers over time. For example, they use data to keep track of the consumer's journey to monitory the touch points they have with each individual. This includes the customer's experience before they make a purchase, during the purchase process, and after the purchase has taken place. What data can you track? How do you use the CRM? What are the benefits? What are some tools for CRM? What is social CRM?
This article explains the priority of the customer interacting with a company brand and how CRM can improve that experience. Noting all customer interactions and sharing information across departments provide quick decision-making capabilities and CRM is the tool to make that happen for companies. Learn how CRM can improve customer service and provide the customer with what they really want.
Unit 5 Activities
Please post and respond to the following topics on the community Discourse forum. Feel free to start your own posts and respond to those of other students.
- Name some electronic options customers use to communicate feedback to a business. What are some advantages and disadvantages for each option?
- Explain why companies should use CRM strategies and tools.
- Describe some ways that CRM can impact the customer experience.
- Most customers only contact company management to register a complaint about a product or service: they do not provide positive feedback. Have you ever provided positive feedback to a company or customer service representative? If so, explain the situation and your method of communication.
Note: We encourage you to post your work to the course discussion forum so your classmates can see your work. Also, take some time to comment on your classmates' posts.
You are not required to post your work to the forum, and this activity will not count toward your grade.
Prepare a 300-500 word document explaining your justification (as the manager) for purchasing CRM software for your mid-sized manufacturing company. Research and review CRM software and compare the top five programs based on cost, usage, support, customer communication tools, and user satisfaction.
Note: We encourage you to post your work to the public course discussion forum so your classmates can see your work. Also, take some time to comment on your classmates' posts.
You are not required to post your work to the discussion forum, and this activity will not count towards your grade.