CUSTOMER RELATIONSHIP STRATEGY

It’s

Essential To

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Progress... From profitability of Transaction..

To profitability of

Relations

Broadening the Perspective Networking

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Customer Relationships

Supplier

Producer

Customer

production process

Traditional perspective of an industrial enterprise Perspective of a service enterprise

Customer´s customer

Episode D

Action n

Action ...

Action 5

Episode C

Action 4

Action 2

Episode B

Action 3

Episode A

Action 1

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Structure of a Customer Relationship

quantity of sales over the lifetime

lif re etim la tio e c n s us hi to p me r

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Customer Relationship Process

time

Customer Relationship Process

volume

first sale

from product

to core competence

Dimensions of Customer Relationship

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Customer

Customer Relationship

Product/ Service

Delivering

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Value of Customer Relationship

Phases and Duration of Customer Relationship

INCREASE OF THE VALUE OF CUSTOMER RELATIONSHIP

Exchange

Structure of Customer Relationship

Customer Relationships Strategies win-win

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Increasing value

Provider driven

customer adapts Customer at the mercy of the provider

Decreasing value

CRP -driven

customer relationship process adapts

strategy

provider adapts Provider at the mercy of the customer

lose- lose

“company takes all”

Press-stud

Customer driven

“customer takes all”

Zipper strategy

Grip strategy

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Customer Relationship Strategies: Viewpoints viewpoint

press-stud strategy

zipper

grip

exchange

customer’s behavior is based on the procedures and knowledge given by the company script is given to the customer, the customer adjust its actions to the manuscript

procedures are planned together, in interaction

customer gives the procedures to the company, company tailors its activities

script is planned together, prerequisite for improvement of customer relationships

customer gives the script, which is the base for company’s actions

focus is on the product, which is the starting point for the script

common script and procedures require time and openness

it is time consuming for the company to change its procedures according to customer’s script

structure of customer relationship process

stages of customer relationship process

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Customer Relationship Strategies: Resources

Exchange

Press-stud

Feelings

Both feel to share Customer compares common values and his own values with both adapt. those of an enterprise and adapts if acceptable .

Zipper

Grip Provider must adapt to the values of a customer

.

Information

Customer is a receiver of information, lack of interaction

Information is interactive between a provider and a customer

Provider acts on the basis of information received from a customer

Actions

Customer follows the manual written by a provider who defines the code of behaviour.

Collaborative action, where both are working for a common manual and action model.

Provider is exremely customer-driven, all is done for the satisfaction of a customer. Provider is even ready to change his own action models.

Customer Relationships Strategies: Stages of the CRP

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Stage of the CRP

press-stud strategy

zipper strategy

grip strategy

the initiation takes little Initiation of time, focus is on the the Customer the product Relationship Process

planning and implementing in cooperation, time consuming

time consuming if there is a need to change procedures

Refining customer has to change the Customer its procedures Relationship Process

open working community, in terms of both partners

customer did not Termination adapt of the Customer Relationship Process

cooperation of both parties to dissolve the CRP, often time consuming

customers makes demands as a prerequisite for customer relationship company has to cancel the process activities due to the demand of the customer

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Customer´s Value Chain

EPIS O

DE

EPIS

ODE

EPISODE

EP

D I SO

E

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Provider´s Value Chain

DE O S I EP

ODE EPIS

EPISODE

EP ISO DE

Zipper Strategy PHMC GPE GPE LLC LLC PHMC

INITIATION EPIS O

DE

DE O S I EP

EPIS ODE

DE O S I EP

TERMINATION

REFINING

DE O IS

EPISODE

EP

EPISODE

EP ISO DE

EPISODE = CUSTOMER ENCOUNTER

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How To Zip Up ? • Product defining • Reconciling episodes • Dialogue – organizing and managing data – successful acts

Refining the Relationship

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Customer Revenues

Pricing Share of the Customer

Strength of the Relatioship Structure of the Relationship Customer costs

Duration

Customer Relationship Management Phases of Customer Relationship

Perspective PHMC GPE LLC LLC PHMC GPE

Initiation

Refining

Termination

Utilizing the profitability potential

Finding unprofitable and valueless customers

Customer

Developing “spear head” products

Increasing customer revenues and decreasing customer costs

Getting rid off

Episodes

“Help desk” for first timers

Putting the episodes better together

Beautiful exit

Customer base

Actions

Finding new potential customers

Improving the details

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Developing Customer Relationship

Obstacles of Customer Relationship Thinking  transaction

oriented thinking

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organization based on a product

 traditional

structures of power, organization and knowledge selling department, buying department etc.

 decentralization “left arm doesn’t know what the right arm is doing”

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Leading The Customer

The aim accepted by both parties Common values

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Development of Customer Relationship ... Is a learning process of a producer and a customer in order to rise the value of customer relationship new

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Organizing In Customer Oriented Way CLIENTS

Customer bases Account manager Account manager Account manager & & & team team Information team Information management management

REFINING CUSTOMER RELATIONSHIPS

How To Develop The Value of

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Customer Relationship

termination Jalostaminen episoditasolla tiedon osalta

refining emotions asiakkuuden syntyminen tekojen avulla

initialization

episode

CR

knowledge actions Customer base

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