Why customer management should be integral in every organization

1. THE IMPORTANCE OF CUSTOMER
MANAGEMENT IN ANY
ORGANISATION
BY ANGELA IHUNWEZE(MRS)
angelaitambo74@yahoo.com

2. OBJECTIVES OF THE LECTURE
 Introduce the importance of the customer
 Why customer management is important in the
organization
 The consequence of doing so as well as not doing so
 Techniques to be used

3. THE IMPORTANCE OF A CUSTOMER
 Repeat business is the backbone of selling. It helps to provide
revenue and certainty for the business.
 Organizations are dependent upon their customers. If they do
not develop customer loyalty and satisfaction, they could lose
their customers.
 Without customers the organization would not exist.
 The purpose of the organization is to fulfill the needs of the
customers.
 The customer makes it possible to achieve business aims.

4. ARITHMETIC OF A CUSTOMER
Research estimate is that it costs five
times as much to attract new customers as
it does to keep an existing one.

5. WHAT IS CUSTOMER MANAGEMENT
Customer Management encompasses all
the systems, processes and applications
needed to manage the customer
relationship.

6. IMPORTANCE OF CUSTOMER MANAGEMENT
 Analysis the customer movement within the organization
 It is used to capture, research and analyze information such as
customer behavior, buying preferences and demographics.
 able to capture customer feedback. This valuable information can
and will be used by management to understand the customers
reception with the product or service of the customer
 Able to detect cognitive dissonance(can be defined as the
uncomfortable tension or feelings that occur when we hold
conflicting thoughts, attitudes or beliefs)
 organizations with a successful customer management system can
expect to report higher profits, growth in revenue, lower costs and
stronger customer loyalty.

7. BEDROCK OF EFFECTIVE CUSTOMER MANAGEMENT
The heart of customer management is the
customer database. Customer Data is an
extremely valuable asset of any business.
Note: A business that has clean, correctly
formatted and accurate data will be able to
provide a good level of service as well as
saving time and money.
Good customer management enables
companies to ensure the services they provide
are inline with what the customer wants.
Importantly, it can also identify further
opportunities for growth

8. CASE STUDY
 Rolls Royce
 Luxury car
 When Henry Royce
was designing the first
Rolls-Royce, a friend
advised him to “turn out
a reliable car at a low
price”. But Royce had
other ideas. He sought
to turn out “the best
motor car in the world
regardless of cost”.
More than 100 years
later, that same desire
for perfection is the
driving force behind
Rolls-Royce Motor
Cars.

9. CASE STUDY CONTINUES
 Irrespective of the times the company
has kept to its tradition by remaining a
luxury and this is because they have
listened to their customers and acted on
it.
Statement from the company
 This is where we build and manage our
global customer relationships. Working
closely with other functions, Customer
Management is responsible for
delivering business results for both
Rolls-Royce and our customers. It's a
demanding environment that requires
broad business skill sets, a passion for
results and an understanding of our
clients.

10. QUESTION
 In a level of 1 to 10, how do you rate your organization’s
customer management process
 What do you think can be done to make it better?
 What will be your own contribution in ensuring this is
achieved?
Please answer and submit, thank you for listening