1. Francis Stevens George; Ghana
CUSTOMER RELATIONSHIP
MANAGEMENT
CRM

2. WHAT IS CRM
 The use of Technology to manage a firms
relationship with their customers
Francis Stevens George; Ghana

3. CRM BY OTHER NAMES
 Permission Marketing
 One-to-one Marketing
Francis Stevens George; Ghana
 Customer Intimacy
 Communities of Commerce

4. THE BASIC
 RELATIONSHIP  RELATIONSHIP
TYPES INVOLVEMENT
Francis Stevens George; Ghana
 Communal  Product Type
Relationships  Frequency of purchase
 Exchange  Consumer Type
Relationships  Decision Process

5. UNDERSTANDING THE VALUE OF CRM
 Increases Profitability
 Costs of serving existing customers are lower
Francis Stevens George; Ghana
 Existing customers are willing to pay higher
prices
 Create value that exceeds the costs of services
delivered
 Long Term Perspective

6. Francis Stevens George; Ghana
CUSTOMERS RELATIONS
MANAGEMENT
How to create a Plan to interact with Customers

7. THE START
 Two way  Low interactivity, low
communication individualization
process.
Francis Stevens George; Ghana
 Low individualization,
 Interactivity high interactivity
 Individualization  High
individualization, low
interactivity

8. THE MODEL
 Awareness  Awareness
-Easy to remember name, domain name
 Exploration -Consistency between mother brand and
internet brand
Francis Stevens George; Ghana
 Commitment
-Collateral Marketing
 Exploration
 Dissolution -Functional Features
-Relationship Norms
 Commitment
-Customer Customisation
-Willingness to register
-Consistent
 Dissolution
-User Friendly Interface
-Easy navigation

9. WHAT ARE THE CHALLENGES OF
IMPLEMENTING CRM
 Hard to ”feel” human behaviour on the net
 Hard to measure or gauge motivation
Francis Stevens George; Ghana
 People may simply give wrong data

10. WRAP UP
 CRM is about a building trust between
you and your customer
Francis Stevens George; Ghana
 Its a long term proposition
 Remember, not everyone wants a
relationship