DEALING WITH

CUSTOMERS

Objectives

Explain what Customer Relationship

Management and Total Quality
Management are about
Describe how customer information
and feedback is used to improve a
companys service orientation
List the steps to building a
responsive
customer
service
strategy

Quality
Definition
1. Conformance
Specifications
2. Fitness for Use
3. Value for Price paid
4. Support Services provided
5. Psychological criteria

to

Quality
Manufacturing vs. Service Organizations
1. The definition of quality differs between
manufacturing organizations and service
organization.
2.

Manufacturing organizations produce

tangible products, service organizations
produce intangible products.

Quality Management
Evolution
. Early 20th century- Quality management
was about inspecting products to check for
compliance to specifications
.
1940s/WWII- Quality management was
about using statistical sampling techniques
to evaluate quality, and quality charts to
monitor production processes

Evolution
1960s- Quality was seen as
encompassing the whole organization, not
just the production process
Late 1970s-1980s- Quality as defined by
the customer, Quality as a competitive
advantage

CRM

Customer
Management

Relationship

CRM is a widely implemented

strategy for managing a
companys interactions with
customers and sales prospects

CRM
Elements of a Successful CRM
Initiatives
1. People- Everyone in a company,
from the CEO to every customer
service
representative,
must
support CRM
2. Process- Business processes must
be reengineered to bolster its CRM
initiative
(often
from
the
perspective of How can this

CRM
Elements of a Successful CRM
Initiatives
3.
Technologythe
right
technology must be selected to
drive the improved processes,
provide the best data to the
employees, and be easy enough
to operate that users wont balk

CRM
Why some CRM Initiatives Fail:
1.

Installing technology without a

business strategy
- Many organizations fall into the
trap of deploying tools and
technology without creating a
proper
CRM-related
business
strategy

Efficieny vs. Effectiveness

Definitions
. Efficiency is skillfulness at avoiding
wasted time and effort
. Effectiveness is the quality of being able
to bring about the intended result
Efficiency is doing things right;
effectiveness is doing the right things

Efficiency vs. Effectiveness

In a customer service organization:
Efficiency- productivity metric
How fast one can do something
Effectiveness- quality metric
- How good one is at doing something

Customer Service Strategy

10-Step Plan to Develop & Implement a
Customer Service Strategy
1.
2.
3.

Identify your target customers

Determine what your customers want
Create a culture of customer service