The Zen of CRM

1
The Zen of CRM

• Presented by
• TranZen Inc.
• Montreal, Quebec
• October 07, 2002

2
Objectives

• To Provide advice in the development and
  implementation of a successful CRM
• To illustrate the success stories
• To illustrate why many companies failed
• To reveal the Customer Centric WTC Trinity
• To display the 8 Right Paths of CRM
• To use the Trinity and Eight Right Paths to
  review some current CRM operations.
• To offer a complete check-list for a CRM
  development and implementation
• To offer a system to evaluate your success
•                                                   
            

3
Customer Centric WTC

• Customer Centric There is no gap between how you
  perceive the Customers, and how the Customers
  perceive themselves.
• W Willingness coming from the top Circle
• T Tools or means of implementation
• C Culture or the delivery coming from the
  heart.
• The customers are the object of service delivery
  and subject of service evaluation.

4
Zen of CRM

• Perpetual awareness, on-going harmonizing.
• When you are approaching ONE with your customers,
  you will be as rich as your customers combined
  wealth.

5
The Three Business Truths

• Everything is continuously changing (Customers,
  Needs, Desires, Technologies, Employees,
  Competition, etc.)
• Focusing on business results may lead to crooked
  business processes. Focusing on the right
  business processes will surely lead to the right
  results.
• Success is measured by how well you satisfy your
  customers in relation to how much your customers
  need to be satisfied.

6
The Eight Right Paths of CRM

• Right View
• Right Thought
• Right Speech
• Right Action
• Right Process
• Right Diligence         
• Right Recognition
• Right Livelihood                

7
The Right View Choose your targets

• You are in business for a reason, this is why you
  have to choose
• Who are your most desired customers?
• Who would help you to repay your investments?
• Who would just take up your resources?
• Who would you want to keep as your lifetime
  customers?

8
The Right View Choose your battle
PRODUCT
PRICING
BRAND 2
BRAND 2
PRICE
Coverage
BRAND 3
BRAND 3
BRAND1
BRAND1
Innovation
Mass Strategy
ADV PROMO
DISTRIBUTION
BRAND1
BRAND1
BRAND 2
BRAND 2
BRAND 3
BRAND 3
COVERAGE
Expenditure
BRAND1
Lifestyle Orientation
Customer Care
9
Right Thought Understand Impact of Touch Points

• Telephone, voice mail
• Face-to-face
• Fax e-mail
• Website browsing, chatting
• Selling Materials
• Regular mail       
• Loyalty/credit cards
• Surveys
• Media        

• TOUCH POINTS
• Ask a QUESTION
• Ask us to DO something
• Ask us to FIX a problem
• Ask us to CARE

• WHAT ARE THE RESULTING NET IMPRESSIONS
• Frustrated?
• Not impressed?
• Neutral?
• Satisfied and feel good?

10
Are all touch points equally important?

• What are the differentiators?
• What are the functional values?
• Which ones are drivers of emotional values?
• How can we determine the weights of the key
  drivers? 
• Which touch points generate higher values?
• Which touch points generate higher risk?

11
The Right Speech

• How do you convince stakeholders of importance of
  CRM?
• Can Customer Centrism be made part of the
  Corporate Culture?
• Can you synthesize the essence of CRM in to a
  Best Selling Message?
• How can you convince Customers that you care and
  are genuinely honest in your best effort to serve
  their interest?

12
The Right Action One action at a time

• The most important action is to create mental and
  psychological commitments,
• Internalization the mission, values,
• Listening to your customers,
• Select a core team to act as agent for
  harmonization.
•              

13
The Right Process

• Team reassessment of the whole process under the
  new optics.
• Defining the Business Process from customers
  point of view.
• Review technological requirements based on how
  you plan to harmonize with your Customers
• Taking care of all elements that have impact on
  customers happiness.
• A CRM process is not complete without a PRM
  component. Partners/channels relation ship is an
  extension of the firms CRM
•           

14
The Right Diligence

• Are you putting the money where your mouth is?
• Appointment of a CCC (Chief of Customer Care),
  and an apparatus that will be the constant agents
  of harmonization.
• Creating benchmark for evaluation of success. 
• Actively providing customer feedback to each unit
  responsible for the touch points.               

15
The Right Recognition

• Reinforce the right behaviour by catching your
  employees when they are doing the right thing.
• Celebrate when each team achieves CC target
• Let the customers be the judge.                

16
The Right Livelihood

• Your employees will treat one-another as internal
  customers, and hence deserve the utmost care and
  treatments.
• Creating a best company to work for type of
  atmosphere is a condition necessary for the
  success of a Customer Centric Culture.
•                 

17
Results Clarity of action and direction
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18
Conclusions

• What is the price of a failed attempt to obtain
  results from CRM?
• TZ will bring to you a level of comfort that is
  un-surpassed, a level of professionalism that is
  rare in the whole industry to ensure that all
  activities for Planning and Implementation are
  coordinated and achieved.