Customer relationship management by Kristin Anderson; Carol Kerr

By Kristin Anderson; Carol Kerr

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By Kristin Anderson; Carol Kerr

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Or might you be with others. better served by seeking a different Next, keeping in mind profile? the profile she wants to Managing Your CustomerService/Sales Profile 33 Level 3 Customer Advocates 30% Level 2 Repeat Customers 18% Level 1 First-Time/ One-Time 82% Figure 3-3. An Hourglass Profile reflects greater emphasis on Customer Advocates, Level 3 create, Sonjia can consider how well she and her team currently manage transactions at each level. What are the best practices that allow customer contact representatives to resolve problems during the initial transaction?

It’s always dangerous to take customers for granted. Managing for Repeat Business Level 2 of the profile represents repeat business. This is where most organizations make their greatest profit. If you manage an internal service group or a non-profit organization, this is where you will, traditionally, prove the most value to your stakeholders. It’s helpful to look at managing repeat business from two perspectives. The first is individual customers who make multiple purchases with you over time.

Key #1: Know what’s worth talking about. Key #2: What’s worth talking about changes. Key #3: Prompt advocates to share their recommendations. 4 Choosing Your CRM Strategy M ission statements, visions, strategies . . all have gotten their share of bad press. Do they really do anything to help in the day-to-day business battle? Full of buzzwords and overly general, many are not actually worth the paper on which they’re printed. And it’s a shame. It’s not because writing them, disseminating them, and rallying around them at company meetings takes time that could be more productively spent elsewhere.

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