Small business management launching and growing entrepreneurial ventures part 2
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Small business management launching and growing entrepreneurial ventures part 2
Q Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 explain its importance to a small firm.2Discuss the significance of providing extraordinary customer service.3Illustrate how technology, such as the Internet, can improve customer relationships.4Describe the techniques for creating a customer profile.5Explain how consumers are decision makers and wh Small business management launching and growing entrepreneurial ventures part 2 y this is important to understanding customer relationships.6Describe certain psychological Influences on consumer behavior.7Describe certain sociologSmall business management launching and growing entrepreneurial ventures part 2
ical influences on consumer behavior.Always remember that the customer (consumer) is the heartbeat of every firm. A better understanding of consumers Q Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 prising Part 4, Focusing on the Customer Marketing Growth Strategies. It examines customer relationship management (CRM) and argues that CRM is a key factor in small business survival and growth. Chapter 13 also discusses the importance of building a behavioral profile of customers. Chapters 14 thro Small business management launching and growing entrepreneurial ventures part 2 ugh 17 discuss additional marketing topics essential to growth, based on the all-important customer focus developed In this chapter.What Is Customer RSmall business management launching and growing entrepreneurial ventures part 2
elationship Management?Customer relationship management (CRM) means different things to different firms. To some, it is symbolized by simple smiles orQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 roader marketing effort, leading to nothing short of complete customization of products and/or services to fit individual customer needs. The goals of a CRM program for most small companies fall somewhere between these two l>erspeclive$.Regardless of the level of a firm’s commitment Io customer rela Small business management launching and growing entrepreneurial ventures part 2 tionship management, I lie central message ol every CRM program is “Court customers lor more Ilian a one-time sale." A firm that strongly commits to tSmall business management launching and growing entrepreneurial ventures part 2
his Idea will appreciate the many benefits a CRM program can offer.Formally defined, customer relationship management (CRM) is a “company-wide businesQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 a mind-set—I lie implementation of customer-centric strategies, which put customers first so that the firm can succeed. CRM involves treating customers the way the entrepreneur would want to bo treated if lie or she were a customer—I lie business version of Hie Golden Rule.The central theme of CRM i Small business management launching and growing entrepreneurial ventures part 2 sn’t new. For decades, entrepreneurs have recognized the Importance of treating customers well; "the customer is king" is an old adage. What is new isSmall business management launching and growing entrepreneurial ventures part 2
giving this Idea a name and using technology’ to implement many of Its techniques. Modern CRM focuses on (1) customers rather than products: (2) chanQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 ny wide busi ness strategy designed to optimize profitability and customer satisfaction by tocusinp. on hifchty defined and precise customer groups350 Part 4Focusing on the Customer: Miprocesses, systems, and culture; and (3) all channels and media Involved In the marketing effort. from the Internet Small business management launching and growing entrepreneurial ventures part 2 to field sales.The forerunners of many modern CRM techniques were developed in the 196ƠS by marketers like Sears and various book clubs. They simplySmall business management launching and growing entrepreneurial ventures part 2
stored Information about their customers In computers for reasons other than Invoicing. Their goal was to learn who their customers were, what they waQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 wed by the rise of the Internet.It should be noted that CRM, In Its purest form, has nothing to do with technology, although Internet technology has definitely been a ma|or force In CRM's development. Just as putting on the latest $300 pair of technologically designed basketball shoes doesn't make t Small business management launching and growing entrepreneurial ventures part 2 he wearer a WNBA or NBA player, buying or developing CRM computer software does not. In Itself, lead to higher customer retention. But It can help IfSmall business management launching and growing entrepreneurial ventures part 2
It Is used properly. (The role of technology In CRM Is discussed later In this chapter.) Most Importantly, there must be company-wide commitment to thQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 ces—a current customer or a new customer. Obviously, both current and potential customers are valued by a small firm, but sometimes current customers are taken tor granted and Ignored. While marketing efforts devoted to bringing new customers Into the fold are obviously Important, keeping existing c Small business management launching and growing entrepreneurial ventures part 2 ustomers happy should be an even higher priority. A CRM program addresses this priority. Some firms, however, appear not to recognize this simple trutSmall business management launching and growing entrepreneurial ventures part 2
h, and this results In different levels of CRM Initiatives. One Interesting study of CRM involvement among family and nonfamily firms concluded that nQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and e Small business management launching and growing entrepreneurial ventures part 2 y, a provider of CRM solutions to small firms, has Identified five economic benefits of maintaining relationships with current customers:51.Acquisition costs for new customers are huge.2.Long-time customers spend more money than new ones.3.Happy customers refer their friends and colleagues.4.Order-p Small business management launching and growing entrepreneurial ventures part 2 rocessing costs are higher for new customers.5.Old customers will pay more for products.exhibitSources of the Next Sale352 Part 4Focusing on the CustoSmall business management launching and growing entrepreneurial ventures part 2
mer: MiHow They See It: Maintaining Customer RelationshipsQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and eQ Looking AHEAD_________________________________After studying this chapter, you should be able to1Define customer relationship management (CRM) and eGọi ngay
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