Discuss the role of corporate culture in customer relationship management. For customer relationship management to be successful, it must be supported by the corporate culture (i.e., the values, beliefs, and encouraged behaviors in an organization). Senior executives must believe and demonstrate that building and maintaining customer relationships is a corporate priority. Corporate values must be understood and embraced by all employees. Employee incentives, such as prizes and bonuses, can help ensure that employees embrace CRM strategies and processes. Also, employees must be given leeway to do what is necessary to satisfy customers. Discuss the importance of formulating a CRM strategy prior to implementing CRM processes and tools. Each company should design a unique CRM strategy that directly addresses its needs, organization, and customers. An important step in developing a CRM strategy is identifying the objectives/goals of the CRM program (e.g., to increase customer retention, to improve product offerings, etc.). Before implementing CRM processes and tools, each company must determine which members of its organization will be involved in CRM so that these individuals can be trained. CRM technology and tools should be selected after determining the company’s CRM strategy, objectives, and program participants. Discuss the relationship of customer relationship management and business process management. Customer relationship management and business process management work together to satisfy customers. Business process management: A type of management that focuses on the design and improvement of business processes (including CRM processes) to make them as efficient and effective as possible; strives to align business processes with customers’ needs and wants Business process management ensures that CRM processes meet the needs, wants, and expectations of customers, while CRM processes can gather customer information that can be used to ensure that business processes are designed with the end user—the customer—in mind. Describe the relationship of customer relationship management and continuous improvement. Continuous improvement: The activity of regularly updating one’s processes for better efficiency After developing a CRM strategy and implementing CRM processes, continuous improvement must occur to ensure that: Company values remain in line with the CRM strategy CRM processes remain effective
Name of salesperson: _____________________________________________________________________________ Product: ______________________________________________________________________________ The Salesperson: Excellent Good Fair Poor Score 1. Handled the product with respect 4 3 2 1 2. Creatively displayed the product 4 3 2 1 3. Questioned the customer to determine the customer’s interest 4 3 2 1 4. Used dramatic actions 4 3 2 1 5. Showed the product in use 4 3 2 1 6. Involved the customer’s senses 4 3 2 1 7. Used a descriptive, accurate vocabulary 4 3 2 1 8. Showed enthusiasm for the product 4 3 2 1 9. Handled interruptions well 4 3 2 1 10. Used selling aids appropriately and effectively 4 3 2 1 Total Score ________
1. How does the use of color in the advertisement impact its message? 2. Does the image/art used in the advertisement support or detract from the message/product being sold? Explain. 3. In what ways does the copy coordinate with the headline? 4. How does the use of white space affect the advertisement’s elements? 5. How did the advertiser use typography to create brand identity? 6. How did the advertiser use the ad’s layout to create brand identity? 7. Did the advertiser coordinate the ad’s style with its other elements? Explain.