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Customer Marketing |
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What's
in it for me?
The Customer Marketing method and techniques
help you to improve your current business activities.
"The true business of every company is to make
customers, keep customers and maximize customer profitability."
Management gurus such as Peter Drucker and Theodore Levitt
have been preaching this gospel which is the essence of Customer
Relationship Management since the 1960's.
Here are 5 reasons why Customer Marketing improves your business:
1. Customer Marketing maximizes the profitability
of every customer.
By using Customer Based Accounting techniques you will be
able to calculate the profitability of every customer. Following
this, the Customer Performance Planning process allows
you set (revenue) goals and build an account plan for each
and every customer.
The result: Higher profits and ROI because of a more effective
allocation of marketing and sales resources, based on a realistic assessment of the
potential of each of your customers and what you can spend
to realize that potential.
2. Customer Marketing makes CRM easy to understand.
Everyone in the company - from the board room to the mail room -
needs to understand what CRM is and what it means to them. The Customer
Marketing Pyramid displays for all hands exactly how many
of what kinds of customers you now have - and how many of which
kind you want to have in the future.
The Customer Marketing Method shows everybody in the company the customers
you now have - and want to get!
The result: Increased customer orientation among all managers
and staff - and a higher commitment to make CRM work.
3. Customer Marketing breaks down the "Chinese Walls"
around marketing, sales and service departments.
The Customer Team is a key Customer Marketing concept. Marketing,
sales and service work together to set and meet goals for
every customer in their own "pyramid". And representatives
from other departments can also join the team when needed.
The result: Less interdepartmental hassles, improved productivity
and increased customer satisfaction.
4. Customer Marketing ensures that you get essential - but
usually missing - customer information.
The Customer Interview is a structured method to obtain essential
customer information: attitudes about your company,
satisfaction levels, spending plans, on-site competition,
etc. The interviews are carried out by using various media: face-to-face,
telephone, mail, email, etc.
The result: A clear understanding of customers and their
needs; cross-selling and up-selling opportunities; and increased
customer satisfaction because of demonstrated interest in
what they want. (Note: many customer interviews end up with
an unexpected order!)
5. With Customer Marketing implementing CRM is a low risk,
step-by-step process.
CRM implementation doesn't happen overnight. Changes
and improvements in ICT and the way people work together in
Customer Teams take time. The Customer Marketing method calls
for a structured, step-by-step approach-with built in "Go/Go
Slow/No Go" moments.
The result: Low impact on the total organization before
the roll-out period; clear guidelines and responsibilities
for top and middle management; customer expectations are raised
only when they can be met.
You may well be thinking: Customer Marketing looks great, in
theory. But does it work in the "real world"?
If you haven't done so already, click to Customer
Marketing Success Stories or else go
back.
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