Customer Management
It is customers, not businesses, that set the tone in the marketplace. The Internet economy has empowered the customer with more information and more choices than ever before.
In the digital economy, your customers will:
In the digital economy, your customers will:
- Value time, convenience, choice, flexibility and simplicity
- Permit access to their information on their terms
- Expect you to learn from their interactions
- Look for customized, relevant and usable value at a competitive price
- Insist that every interaction be a pleasant, fulfilling experience
- Demand consistent treatment across all modes of interaction - at the store, over the phone, on the Web, at their home or business
Success with these customers will depend on how well you understand your customers and their values, differentiate based on that knowledge, and customize and personalize your interactions across all channels.
Whereas traditional marketing concentrated on finding and getting the customers and selling them their product, its successor, Customer Relationship Management, goes one step further: it aims to retain the customers and thus build a lasting relationship with them. Customer Relationship Management (CRM) is about identifying, winning, retaining and expanding customer relationships, in the most profitable way, across the complete spectrum of points of contact with the customer.
The key concept for getting customer management right is understanding that customer loyalty matters more than anything else. Why? Simply because it is too expensive and too dangerous to lose and then try to regain customers who have, thanks to the global marketplace, more choice than ever among service providers.
Strategies
As firms wrestle to develop relationship strategies, they also struggle to build operational processes to deal with such issues as acquiring, serving and retaining customers, and delivering services to them. They also need to have the right kind of IT technology to adequately support these processes.
Technology has played a vital role in making CRM effective. Recent technological developments have allowed businesses to define much narrower customer segments and tailor customized offers to increasingly larger numbers of individual customers.
However, aligning your organization to become customer-focused will demand transformations across several fronts - business strategy, customer facing and fulfilment processes, supporting technology and infrastructure.
KPMG has developed a comprehensive set of CRM strategies, operational processes, performance metrics and organizational culture and has integrated them with top-level technology solutions to assist its clients in the transformation to customer centered business.
We can help you:
For further information please contact:
Director - Suhael Ahmed
Whereas traditional marketing concentrated on finding and getting the customers and selling them their product, its successor, Customer Relationship Management, goes one step further: it aims to retain the customers and thus build a lasting relationship with them. Customer Relationship Management (CRM) is about identifying, winning, retaining and expanding customer relationships, in the most profitable way, across the complete spectrum of points of contact with the customer.
The key concept for getting customer management right is understanding that customer loyalty matters more than anything else. Why? Simply because it is too expensive and too dangerous to lose and then try to regain customers who have, thanks to the global marketplace, more choice than ever among service providers.
Strategies
As firms wrestle to develop relationship strategies, they also struggle to build operational processes to deal with such issues as acquiring, serving and retaining customers, and delivering services to them. They also need to have the right kind of IT technology to adequately support these processes.
Technology has played a vital role in making CRM effective. Recent technological developments have allowed businesses to define much narrower customer segments and tailor customized offers to increasingly larger numbers of individual customers.
However, aligning your organization to become customer-focused will demand transformations across several fronts - business strategy, customer facing and fulfilment processes, supporting technology and infrastructure.
KPMG has developed a comprehensive set of CRM strategies, operational processes, performance metrics and organizational culture and has integrated them with top-level technology solutions to assist its clients in the transformation to customer centered business.
We can help you:
- Align your customer relationship strategies with overall business objectives
- Translate those strategies into optimized enterprise processes spanning sales, marketing, customer service, knowledge management and fulfillment functions
- Identify and implement the technology and software applications with the functionality demanded by the optimized processes
- Enhance the underlying communications and network infrastructure to integrate multiple customer interaction channels
- Manage the resulting change and integration challenges, during and after these initiatives
For further information please contact:
Director - Suhael Ahmed
© 2008 KPMG Fakhro, a Bahrain partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.
