•
Profiles of customers
Use of information • Targeting groups of customers • Product development to meet customer needs • Adapting marketing mix • Personalising marketing • Choice of media for promotion
4. Be able to plan improvements to customer relationship management Review • • • • • •
Systems in use Current role of staff Service policies in use Quality benchmarks used Quality of customer service Available data on customer satisfaction
Potential improvements to processes • • • • •
New software systems Customer service policies Working towards recognised quality standards Introduction of mystery shoppers Introduction of a CSR department
Potential improvements to the role of staff • Recruitment of right staff Training • Clear vision and mission • Appropriate access to customer data
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