CUSTOMER RELATIONSHIP MANAGEMENT
SME’s in India do not understand CRM and how can it guide them in building loyalty. Can you guide them on the same
Q1. With the advent of Jio in the market, the telecom industry has gone for a complete shake up. In trying to match up to the rising competition and falling margins, companies have been left with no breathing space. In this entire mess, Vodafone is facing a problem of a different kind, i.e. rising customer complaints. With the price war and the ever increasing employee turnover rate, it is unable to satisfy its customers. Can you guide them with steps to improve the situation?
Q2. Haldirams, the country’s biggest QSR brand has recently felt the need to implement CRM seeing the ever increasing competition and in order to preserve its market share. But being a homegrown traditional company it does not understand the factors it needs to keep in mind for its successful implementation and also the potholes it needs to avoid. Can you as a consultant guide them on the same?
Q3. Read and Analyze the below given case and answer the questions at the end of it Customer-centricity simply speaking means bringing customers at the centre of the enterprise and aligning strategies, decisions and actions to deepen this relationship with them over a period of time. Aligning strategies, decision and actions includes products, distribution, behaviour, business models, talent acquisition and so.
SME’s in India do not understand
Deepening relationship is about increasing share of wallet and doing repeat business with the company. This holds true whether you are a MSME, SME or large corporate. However, a journey of customer-centricity is easier said than done. For MSME owners, to understand this journey, we must first put in place the foundational elements called the AUDI of customer-centricity: Align Understand, Define and Inventorise.
A = Align for commitment
Alignment commences with the CEO and top management coming together and deciding to bring customer-centricity from the periphery of an enterprise to being a strategic-choice for achieving the company’s vision.
U = Understand the Customer Value Proposition
Do you know your customer value proposition? It is not just about the physical attributes or the specifications or what is before your eyes. It is the finer details that connect a product with the customers. A customer value proposition should clarify the benefits that consumers can expect from a product.
D = Define what is the Service Intent
One thing that organizations often struggle with is lack of clarity on what the customer should experience while using the product. Service intent is a short definition of what customers would experience while interacting with the organization across touch-points. It is a statement that stipulates what experience would be delivered to customers.
I = Inventorise initiatives that matter
Once the leadership alignment is in place and there is clarity on customer value proposition and the service intent, the top management in participation with employees should come up with a laundry list of initiatives that would need to be deployed.
Do you think this concept of AUDI stands relevant in the SME sector? Explain with the help of an example?
SME’s in India do not understand CRM and how can it guide them in building loyalty. Can you guide them on the same?
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