CRM To CMR: A Paradigm Shift for Customer Care

Report Overview

The provision of a high quality service surround is critical both for building relationships with customers and for retaining high value, loyal customers. The quality is crucially dependent upon the internal business processes of a supplier's organisation which, in turn, are operated by people using service support systems.

Yet, all too often, the quality of service offered is inadequate to underpin customer loyalty. High customer attrition rates are suffered, in spite of the best attempts of many thousands of people forming the "thin red line" manning the customer service call centre "forts". It is into this imperfect environment that organisations are attempting to introduce online e-care technology.

There is much misplaced confidence about the extent to which proprietary CRM software solutions coupled with web-access technology can act as panaceas to provide high quality customer care.

This report will show you how to improve existing customer care whilst surviving and exploiting the paradigm shift that online e-care will entail. It is rich in "what to" and "how to" ideas. It will show you how processes, systems and people in customer care can make or break your company. Most importantly, the report identifies what customer service surround is and how it supports revenue and profit.

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ACKNOWLEDGEMENTS

OBJECTIVES OF THE REPORT

FOREWORD

EXECUTIVE SUMMARY

PART 1 - TRADITIONAL CLIENT RELATIONSHIP MANAGEMENT

1 - DEFINING CLIENT RELATIONSHIP MANAGEMENT

2 - WHAT IS CLIENT RELATIONSHIP MANAGEMENT?

• There is a confused picture out there


• Need for a strategic approach to CRM implementation


• There is no 'ideal' CRM software solution

3 - WHAT DO CUSTOMERS WANT?

• Meeting customer needs


• Customer expectations


• How customers perceive service quality

4 - HOW DO WE REALIZE WHAT THE CUSTOMERS WANT?

• Processes


• Visibility of data


• Service support systems


• People


• Call centres


• Measurement of service quality


• Client relationship management implementation

5 - VALUE ADD FROM CUSTOMER INTERFACE

• Interface attributes


• How to segment customers


• Customer retention

6 - OPERATOR FOCUS FOR CLIENT RELATIONSHIP MANAGEMENT

• CRM focus for fixed line operators


• CRM focus for mobile operators


• CRM focus for Internet Service Providers

7 - MARKETPLACE IN TRANSITION

• New business models


• Increasing pressure for return on investment


• Exponential growth


• The challenges of 1-1 marketing

PART 2 - EVOLVING CLIENT MANAGED RELATIONSHIPS

8 - CLIENT MANAGED RELATIONSHIPS DEFINITION

9 - CLIENT MANAGED RELATIONSHIP FOUNDATIONS

• Evolution of call centres


• Co-opting the skills of the customer


• Functions of e-care and e-commerce


• Routes into e-care for suppliers


• Integration of front and back office systems

10 - CHALLENGES FOR THE FUTURE

• The effect of a paradigm shift

BIBLIOGRAPHY