Module 9, Assignment 1 Careers in CRM
AK47
mcr2e_chapter_15_slides.pptxManaging Customer Relationships: A Strategic Framework
Chapter 15
Where Do We Go from Here?
Course Title Instructor
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
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Chapter 15 Preview
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Managing Customer Relationship and the Technology Adoption Lifecycle
Business Becomes Truly Collaborative
Leadership Behavior of Customer Relationship Managers
Two Navigational Tools for Managers
Maintain and Increase Customer Trust
The Importance of Innovation
Role of Corporate Culture
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Managing Customer Relationships and the Technology Adoption Life Cycle (Moore)
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Customer relationship management is a both a source of disruptive innovation and a tool for coping with disruptive innovation
CRM development parallels technology adoption life cycle model:
The Early Market: Go ahead of the herd for a dramatic competitive advantage
Crossing the Chasm: Fix a broken, mission-critical business process
Inside the Tornado: Go with the herd to get on the new infrastructure
On Main Street: Go after the herd to get better values
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Business Becomes Truly Collaborative
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
As customers become more social, they expect and demand personal interaction with businesses
Must develop business models and cultures based on collaboration and co-creation
Examples: Proctor & Gamble’s Connect + Develop, gaming industry
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Leadership Behavior of Customer Relationship Managers
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Sponsor and shelter pilot projects
Create new set of rewards structures
Cross boundaries to generate enterprise-wide results
Have direct contact with customers
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Two Navigational Tools for Managers
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Maintain and increase customer trust
Innovation
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Maintain and Increase Customer Trust
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Trust and technology go hand in hand
Speed of technology makes business reputation even more important
Peer-produced and community-owned products are thriving
Friend-to-friend and rate-the-rater mechanisms increase importance of trust
The most forward-thinking business attribute is to act in the customer’s interest
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The Importance of Innovation
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Important not just in product development, but in rethinking basic business models
Beinhocker: economy is its own evolutionary system – innovations that make the most profit are “fit” for survival
Best companies string together short-term competitive advantages rather than maintain long-term advantage
Must produce new ideas constantly – but must have real value for customers
Fail wisely
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Role of Corporate Culture
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Same culture that encourages trust also encourages innovation and adaptability
Employees are more likely to innovate and experiment if they trust each other
The most innovative companies have the strongest corporate culture
Balance between exploitation and exploration
Balance between efficiency and innovation
Hold onto a core set of values while experimenting with new ideas
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