Here are the five major changing roles of customer relationship management….
Customer Relationship Management can be seen as a conscious effort embanked upon by an organisation to ensure that the front office and the back office work together in order to do business from customers perspective. In many of my previous articles, I have tried to talk about different characteristics of a customer centric enterprise. I also talked about some of the things that will help you to identify a good customer centric enterprise.
I have also talked about the role of Marketing and analytics in a customer centric enterprise.
In this article, I want to talk about how the role of both customer centric and product centric enterprise has changed over time.
I know many people in Nigeria, what they feared most is the word “Marketing”.
Majority will only consider marketing job if it is the last on the list. Marketers are those professionals that creates awareness about products or services.
Their major job is communication and branding. They are saddled with the responsibility of getting customers for their employers.
Many organizations support products been produced by their organization to articulate customers’ view and tell them what customers are looking for in their products or services.
Through this, customers become very happy with the organization as the organization now have a loyal customer base.
The sales department is known for selling products. They are always given target as expected to meet up with these targets.
In a customer centric enterprise, the sales department is known for selling customers solutions. They are known for creating new products through customer feedbacks.
What the customer enjoy is their issues are being resolved while the organization have a loyal customer base and increased sales.
The customer service department is known in a product centric enterprise for delivering service to customers. They do this as if they are doing customers a favour.
The sales department in a customer centric enterprise is known for delivering customer partnership by building relationship with customers.They allow customers to resolve their issues on their own.
What the customer get is an extension of the company’s capability while the company gets a happier and satisfied customer base.
The support department is known for supporting product and granting after sales services.
While support in a customer centric enterprise help customers to do business from their own perspective.
What the customer get is the help they need while the organization is able to save cost because customers can resolve their issues on their own.
I have said that it is not all organization that are online that are customer centered. The I.T department in a product centric enterprise help their bosses to make money online.
While the I.T department in a customer centric enterprise allow customers to interact with the organization across multiple channels.
What the customer gets are tools and processes that match their own way of doing business while the company gets technology that help them to meet customer expectation.
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