Customer relationship management electronic care in the new economy

How to Use Technology to Improve Customer Service | yogaua.info

customer relationship management electronic care in the new economy

Customer Relationship Management: Electronic Customer Care in the New Economy [Andreas Muther] on yogaua.info *FREE* shipping on qualifying offers. trends like electronic commerce drive the need for a more customer-centric view. Customer bined with the emergence of new business models on the. Internet are putting the . The goal of CRM is the forming, care and usage of per- to Bits: How the. New Economics of Information Transforms Strategy. yogaua.info: Customer Relationship Management: Electronic Customer Care in the New Economy: Andreas Muther.

Here's how you can use data management and analytics and insight-driven marketing to improve your customer care systems. Staff There's no denying the fact that customer service is important to a small or mid-sized business.

Andreas Muther (Author of Customer Relationship Management)

The quality of that service will either enhance or degrade customer loyalty to your brand and your business. With the economy in recession, customers have more alternatives than ever. The business that proves to be responsive to customer questions, complaints, or other needs can gain a clear competitive advantage. That's why it's so important to understand how new technologies can help you anticipate customer needs, tailor business processes to best serve customers, and ultimately improve the efficiency of your business — the latter of which can keep costs down.

Customer Service Technology There are a few major areas in which technology now is able to help provide key advantages to businesses in engendering customer loyalty by improving customer service: Providing areas on your website where customers can answer their own questions or seek answers from others.

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  • [PDF] Customer Relationship Management: Electronic Customer Care in the New Economy Download

Using e-mail as a way to improve customer service and more quickly respond to certain needs or help requests. Unifying communications so that you know that the customer who left a voice mail also sent an e-mail with the same request a few days ago.

Better managing customer relationships with more sophisticated data-gathering tools, such as customer relationship management software. A customer is abstracted to information that sums up consumption habits so far and projects them into the future so that they can be grouped for marketing and advertising purposes. One research study analyzed relationships between consumers in China, Germany, Spain, and the United States, with over brands in 11 industries including airlines, cars and media.

This information is valuable as it provides demographic, behavioral, and value-based customer segmentation. These types of relationships can be both positive and negative.

customer relationship management electronic care in the new economy

Some customers view themselves as friends of the brands, while others as enemies, and some are mixed with a love-hate relationship with the brand. Some relationships are distant, intimate or anything in between.

Companies can collect this information by using surveysinterviews, and more, with current customers. For example, Frito-Lay conducted many ethnographic interviews with customers to try and understand the relationships they wanted with the companies and the brands. They found that most customers were adults who used the product to feel more playful. They may have enjoyed the company's bright orange color, messiness and shape.

These days, companies store and receive huge amounts of data through emailsonline chat sessions, phone calls, and more. All of these are signs of what types of relationships the customer wants with the firm, and therefore companies may consider investing more time and effort in building out their relational intelligence.

Social media such as Facebook, Twitter, blogsetc. Understanding the customer and capturing this data allows companies to convert customer's signals into information and knowledge that the firm can use to understand a potential customer's desired relations with a brand. This helps convert data into profits for the firm.

customer relationship management electronic care in the new economy

Stronger bonds contribute to building market share. By managing different portfolios for different segments of the customer base, the firm can achieve strategic goals.

For example, Harley Davidson sent its employees on the road with customers, who were motorcycle enthusiasts, to help solidify relationships. Other employees have also been trained in social psychology and the social sciences to help bolster strong customer relationships.

New Book Customer Relationship Management: Electronic Customer Care in the New Economy

Customer service representatives must be educated to value customer relationships, and trained to understand existing customer profiles. Even the finance and legal departments should understand how to manage and build relationships with customers. These systems codify the interactions between company and customers by using analytics and key performance indicators to give the users information on where to focus their marketing and customer service.

This allows agents to have access to a caller's history to provide personalized customer communication. The intention is to maximize average revenue per userdecrease churn rate and decrease idle and unproductive contact with the customers.

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The gamification of customer service environments includes providing elements found in games like rewards and bonus points to customer service representatives as a method of feedback for a job well done. Automation prevents this by having pre-recorded audio messages that help customers solve their problems.

For example, an automated contact center may be able to re-route a customer through a series of commands asking him or her to select a certain number in order to speak with a particular contact center agent who specializes in the field in which the customer has a question. This also saves time on behalf of the employees.

customer relationship management electronic care in the new economy

These customers also share their own opinions and experiences with a company's products and services, giving these firms more insight. Therefore, these firms can both share their own opinions and also track the opinions of their customers. The systems take in information based on a customer's physical location and sometimes integrates it with popular location-based GPS applications.

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