V.B. Customer Relationship Management

1. Customer needs
Use quality function deployment (QFD) to analyze customer needs in relation to products and services offered. Use the results of the analysis to prioritize new, future development in anticipation of changing customer needs. (Analyze)

2. Customer satisfaction and loyalty
Develop systems to capture positive and negative customer perceptions and experiences, using tools such as voice of the customer, listening posts, focus groups, complaints and warranty data, surveys, and interviews. Use customer value analysis to calculate the financial impact of existing customers and the potential results of losing those customers. Develop corrective actions and proactive methods to improve customer satisfaction, loyalty, and retention levels. (Create)

3. Customer service principles
Develop and deploy strategies that support customer service principles: courtesy, politeness, smiles, cheerfulness, attention to detail, active listening, empathy, rapid response, and easy access for information and service. (Apply)

4. Multiple and diverse customer management
Establish and monitor priorities to avoid or resolve conflicting customer requirements and demands. Develop methods and systems for managing capacity and resources to meet the needs of multiple customers. Describe the impact that diverse customer groups can have on all aspects of product and service development and delivery. (Evaluate)

Customer Relationship Management Papers and Presentations
Customer Relationship Management Tools

Customer Relationship Management Links

  • American Customer Satisfaction Index
    http://www.theacsi.org/about-acsihttp://

    The American Customer Satisfaction Index (ACSI) is the only national cross-industry measure of customer satisfaction in the United States. The Index measures the satisfaction of U.S. household consumers with the quality of products and services offered by both foreign and domestic firms with significant share in U.S. markets. The ACSI benefits business, researchers, policymakers, and consumers alike by serving as a national indicator of the health of the U.S. economy, as well as a tool for gauging the competitiveness of individual firms and predicting future profitability.

  • Customer Satisfaction Measurement Benchmarking Association
    http://csmassociation.org/http://

    The Customer Satisfaction Measurement Benchmarking Association (CSMA™) is an association of companies that conduct benchmarking studies to identify practices that improve customer satisfaction and the overall operations of members.


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