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| CRM – Customer Relationship Management |
| Third, enlarged edition |
 What is the secret of ‘client-centred service’? What is the theoretical and physical content of operative CRM? What can organisations expect if they have to change their sales, marketing, or entire corporate strategies in order to keep their clients?
Each service provider can purchase the same high-tech technical-technological equipment in order to provide client service. These devices operate according to the data, algorithms and software fed into them. However though, there are no identical clients, and we can model just a few imaginary clients. From the moment that the client becomes different from the possibilities fed into the CRM system, client service is aborted, since no technology can work properly without customer relations personnel.
All companies must use the most valuable personnel (that is, people most valuable from a human aspect) in the field of client relations, because clients view the organisation, its product and services according to their work, style, preparedness, speech mode and intonation. This is the basis of their choice.
Clients require customised service in an increasing degree. This textbook provides assistance in developing a new approach according to market needs and expectations.
CRM philosophy is essential for the proper service of clients. All organisations must build their own philosophy based on their field of activities. This is the basis of the strategy describing the characteristics of the client base, the means of acquiring and keeping them. It is in advance of customer needs, aiming at providing exactly what the client has dreamt of and being the first to provide it. |
Contents
Who am I, what are my aims and opportunities?
The activities and characteristics of the company
Production
Services
Trade
Civil service
Other
Customer and client centred service, orientation
Why is retaining the clients essential?
The interpretation of customer and client centred service
The concept of marketing, the evolution of marketing
The concept of clienting
The development and advantages of clienting
CRM
The concepts of customer and client
The identity and differences of the two ideas
Who is important, and when?
How can a customer become a client?
Who are my own customers, and what are their characteristics?
Retaining clients and acquiring new ones
Classifying the clients
The characteristics of the collected data
Access to the data
The relationship between the database and communication
Personal relationships
The essence of retaining the clients
Shall I form, reform or modify?
Client service, creating the client service
Defining of concepts
What can we gain by creating a client service?
The client service within the organisation
Internal relations, subordination and superordination
The flow of information
The position of client service within different organisation structures
When is it beneficial to create a client service?
If the competitor already has one
If the competitor does not have one yet
How can client service be used for retaining clients?
Faster access to information
Reinforcing the image
The risks of the operation of a client service
How can client service be used in the race against competitors?
The advantages of a close relationship with the clients
What is the role of client service?
The standardising of tasks according to the aim of client relations
Before purchase
After purchase
Who is the initiator? – The classification of tasks according to the role of the client service
Recognising and identifying clients – Research tasks
Are our clients satisfied? – Surveying our old clients
How can we expand and improve our services? – Mapping new clients
Keeping records of our clients – Building databases
Providing fast access – Creating address lists
Being reliable and up to date - Data analysis
Keeping and confirming – Keeping contacts
Noticing and making use of the potentials lying in our records
Making the client a personal acquaintance – An emerging and increasingly just wish
An important part of client service: Communication
The concept of communication
The general model of communication
The elements of the communication process
The characteristics of the communication process
The code system of communication
The levels of communication
The characteristics of verbal communication
The linguistic aspects of communication
The meaning
Grammar – accuracy (syntax)
The meaning of the message (semantics)
Understanding the meaning of the message (pragmatics)
The characteristics of non-verbal communication
The types of non-verbal communication
Mimicking communication
Communication by a look
Vocal communication
Communication channels of motion (action)
Gesture language
Body language
Space control
Kinesics and kinesic communication
Paralanguage
Object language
The classification of non-verbal codes
Visual communication and manipulation
Everyday communication
Welcoming clients (samples)
In case of new clients
In case of returning clients
Conversation styles (samples)
Using information materials
Presentation (samples)
Obligation to reply
Being personal
Customer service as a display of the corporate image
The interpretation of the concept of image
Defining image
The content aspect of image
The formal aspect of image
The behaviour to follow in the interest of a uniform image
The basic principles
Aim for.
The behaviour to avoid in the interest of a uniform image
The basic principles
Aim for.
A collection of recommended and forbidden expressions and locutions
Recommended expressions and locutions
Forbidden or avoidable expressions and locutions
An important tool of retaining clients: The correct management of complaints
Contents
Is the client always right?
Types of client complaints
The strategy of complaints management
The correct identification of aims
Shall we refuse, tolerate or thank for complaints?
Who is right?
The practical use of client profitability calculations
Ensuring the loyalty and motivation of colleagues
The procedure of complaints management
Preparation for receiving the complaint
Meeting the client
Personally
On the phone
Complaints received in a letter, e-mail or fax
Recording complaints
Solving complaints
Checking client satisfaction
The prevention of client complaints
The information gained from client complaints
Services based on client expectations
The developing and maintaining of service quality improving mechanisms
The risks of neglected complaints management
The result of professional complaints management
How should we treat clients who are difficult to handle?
Why does a client become difficult to handle?
How can we notice and put off the emotions of the complaining client?
How can we make the heatedly complaining client a satisfied, faithful partner?
Case studies
What should the client service be like, and who should work there?
Technical requirements
The room
The image
The technical background
Types of client services
Call center
Contents
Definitions
Technical requirements
Telephony aspects
Information technology aspects
Work environment aspects
Personal requirements
The phoning personnel – Operators or representatives?
Management and (or?) specialist background
Scope of business
Making calls – the call center is active
Receiving calls – the call center is passive
Virtual client services
Definitions
The tasks of virtual client services
Before purchase
During purchase
After purchase |
Publishing editor
Bujtár József |
Editor
Bohnné Keleti Katalin |
Authors
Bohnné Keleti Katalin
Arany Ferenc
Dr. Szeles Péter
Tóth Éva Mária |
The advantages of the update service
Due to its A/5 format, the textbook is well manageable. The removable-page structure makes the removal of pages and binding of supplements easy. The publishing house ensures the actualising of textbooks; the customer receives the updates of the publications automatically. The price of an update may not exceed 50% of the price of the original book. The update service can be unsubscribed upon the written statement of unsubscription of the client. |
Format
A/5 Loose-leaf book (cca. 750 pages) + CD-ROM |
Order number
9912324 |
Price
18.900 Ft + VAT |
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