unleashing relationship management - key account

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CRM unleashing relationship management Subtitle: 大量释出关系管理 Concept, authoring & presented by: Shoeb Tahseen, Account Manager, Telenor GKAD Date of Publish: 2014.12.16_v1r3 4F Concept Next: Feb 2015 KR ER OR

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Attributes of the Case Presentation Case Title relationship management Author Shoeb Tahseen [Huawei ID: S00738146 ] The Related Project Country “BGD”; CRM; CC3, OR, KR, ER Abstract Developing a never ending client relationship based on efficiency, trust and compliance. Here it will neo-methodology of correct placement of CC3 in quadrant relationship framework in client places. Facing challenges and way’s to overcome. Main take away will be ‘how Huawei plays the role of happiness delivery person for their clients through growth in businesses ’.

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Assessment and Defense Case Title relationship management Inspiration of writing case brief The workplace is contains a wide mix of cultures, races, ethnic groups, genders and ages. Employees have to learn to cope with rapid change due to global competition. Corporate loyalty has decreased due to corporate downsizing and use of temp workers. On top of it, client’s organization does have the same. In this situation it is found that some work can be where people may have clear understanding about, when, where , how and most importantly with whom every particular event can be executed. What new things can be found? Based on experience; this has been written. Several cases has bee studied deeply and found there a common dilemma to fit a person to the right place in any clients life arena. It has been observed, cases went failed or very negligible results in some particular bigger business cases or customer groups. But one WOW (way of work) has been identified where there is no exclusive challenge to avail. It has given a name ‘ delivered happiness ’ ; can be played an iconic role over the organization. By Author

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Executive Summary

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1. Behavioral Segmentation 2. Types of customers 2.1 Different relationship scale 2.2 Strategy for different types of customers 3. Experience sharing on recreational activities C ONCEPTS

Fundamental’s of life :

Fundamental’s of life Grow Company Get a Great Job Boyfriend / Girlfriend Be Healthy Retire Timely Make Money Find Soul Mate Run Faster Spend Time w/ Family Buy A Home Get Married Run A Marathon why? why? why? why? why? why? why? why? HAPPINESS why? why? why? why? ? find out in which matrix you afall ? how many

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SO Fundamental’s of life ?

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Fundamental’s of life happiness deliver ED hope | expectation | ambition | leadership | achievement bringing in reality & Huawei vision Huawei CC3 Team is carrier of happiness for their customers

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Professional happiness: Grow with the company Perform better Show and sell projects to management Get much demanded by boss Fundamental’s of life Personal happiness Become rich Personal hobby Growth with family

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1. Very common interests of customer 2. Types of customers 2.1 Different relationship scale 2.2 Strategy for different types of customers 3. Experience sharing on recreational activities C ONCEPTS

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Personal level Open on every deal Share competitors documents Allows personal habits Friendly level Open on competitors information Allow personal visit Moderate level Open to discuss on projects Allows lunch/ dinner Elementary level Focus on job Maintains personal distance Relationship hierarchy analysis Moderate relationship Friendly relationship Elementary level relationship Elementary level relationship Personal relationship Customer’s perception

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some customers are Types of customers

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Highly friendly Types of customers

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some customers are Types of customers

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l ess friendly Types of customers

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all customers either follow Types of customers

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a ‘high’ compliance Types of customers

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or Types of customers

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a ‘poor’ compliance Types of customers

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>look at it like this... Types of customers

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highly friendly l ess friendly a ‘poor’ compliance a ‘great’ compliance Types of customers

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Page 22 What to do? Types of customers

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highly friendly Less friendly a ‘poor’ compliance a ‘great’ compliance Types of customers l ess friendly a ‘poor’ compliance a ‘great’ compliance

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Page 24 Run this way.. Types of customers

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Types of customers + smiley attitude for all + try to stay connected social net Less friendly a ‘poor’ compliance a ‘great’ compliance less friendly a ‘poor’ compliance a ‘great’ compliance + provide more knowledge + being trustworthy + share some of you help needs + stay tuned about his connections + must stay connected + try to learn his philosophy + involve more in initiatives 1 2 3 + must stay informed + keep neutral to you personally *stay highly friendly

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1. Very common interests of customer 2. Types of customers 2.1 Different relationship scale 2.2 Strategy for different types of customers 3. Experience sharing on recreational activities C ONCEPTS

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a ‘great’ compliance Types of customers Traits 1. Incessant professional discussion 2. Less personal interest. 3. Prefer mails/letters . 4. Process oriented 5. May not allow home visit every now & then. 6. Not interested to receive gifts. 1. Express yourself compliant and process oriented. 2. Do not show over friendliness 3. Explain your morals 4. Discuss non-profit point of interests, i.e Cricket, Football 5. Invite to relevant global events 1. Beware of competitors 2. Be sure that customer acts same to your competitors 3. Any non-compliant act can destroy current relationship 4. Train your colleague about how to behave such customer. Strategy Risks

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Traits 1. Less professional discussion 2. More personal interest. 3. Avoid mails/letters . 4. Less Process oriented 5. Appreciate home visit every now & then. 6. Interested to receive gifts. 1. Express yourself very friendly to him. 2. Discuss about his personal interests 3. Invite him to the places of his interest 4. Praise about him to his superior authority. 5. Stay close outside office. 6. Keep high confidentiality 1. Beware of competitors. 2. Be sure that you can keep customer away from competitors. 3. Any information must be verified from a different corner as well. Strategy Risks a ‘poor’ compliance Types of customers

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Types of customers Target is..

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Perfect Positioning + smiley attitude for all + try to stay connected social net Less friendly a ‘poor’ compliance a ‘great’ compliance less friendly a ‘poor’ compliance a ‘great’ compliance *stay An Account Manager will invest more time, efficiency and strategy business zone do more, get more highly friendly

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Imperfect Positioning + smiley attitude for all + try to stay connected social net Less friendly a ‘poor’ compliance a ‘great’ compliance less friendly a ‘poor’ compliance a ‘great’ compliance warning risk zone simply DO NOT do *DO NOT stay highly friendly

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Than??? What we need to do?

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1. Very common interests of customer 2. Types of customers 2.1 Different relationship scale 2.2 Strategy for different types of customers 3. Experience sharing on relationship retention C ONCEPTS

Basics- Customers activity:

Basics- Customers activity Fashion/Art Ceremony/On-the- spot meeting Sports/Leisure Cocktail/Party Personalization (points of interest ), opening up another way, and life-orientation Customer Recreational Activity

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Page 35 Party/workshop Ceremony/launching Sports/shopping Culture/ethnicity Cocktail Gala Banquet Birthday/festival party Signing ceremony Ribbon-cutting/launching Unveiling ceremony/wedding/birthday On-the-spot meeting/product display World cup cricket Tennis, football, basketball, and table tennis Swimming, fishing, and climbing Cards, such as bridge and chess Song and dance gala, magic show, and acrobatic show Opera, concert, and drama Fashion brand shows, and auto shows Chinese fashion show Recurrent activities

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wrapping & summarizing

4FOCUS Concept :

Page 37 Focus on Customer’s Focus On Capabilities Focus On Planning Identify individual’s different issues as their problems Stay well known your own and organization’s recent capabilities, info/update it to customer regularly. Set your plan can cover relation leverage, org benefits & customer pain release 4FOCUS Concept Focus on Four Things in Customer Activity Regular Basis Focus on Competition Since market is highly competitive, keep eyes on other’s movement through your KRM.

Wireless Relationship:

Oh! Of course .. Wireless Relationship Use Social networking platforms Know personal activity Know more and more on personal connections and habit Know friends and family Know b’day, anniversaries Invite to different interesting events Keep posting good comments on customer activities

Wireless Relationship - Digital Social Networking:

Wireless Relationship - Digital Social Networking Never leave friendship behind, even if the customer resigns. Customers will have their career progression. They will move around the industry. They will meet you in the industry. Never leave a good friend. On top: A complaint customer can be very open to you once he leaves his current company, and you can get more and more closer after his resign.

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backup

Customer Relationship Development Self-check The tool:

Power map Classify customers Look into every individual customer Factors Power and role Influence capacity Relationship willingness Competitors dynamics Practice Focus individually Monitor and update Learn from experience Customer Relationship Development Self-check The tool Customer’s perception

Respect culture - The approach:

Respect culture - The approach Remedy : “ Eid Mubarak Sir, Tomorrow is your great festival, I have some interest on your culture, can you share few moments for me on this festive day?” Customer: (Wow, he cares my culture), OK I suggest you to visit me during lunch, I will be glad to have you. Case : AM’s customer house visit before Eid day: “Hello Sir, I want to visit your house tomorrow. Please suggest you address.” Customer : (WTF), OK I will call you tomorrow when I am free (I won’t call you). Remedy : Customer: ‘Hey X can you arrange some liquor for me? I actually go so rush; just no time but tomorrow is is my friends wedding. Need it! AM: ‘Oh! Of course! Why not! No prob , send me the desired item list and estimated qty, I will keep managed. Customer: ‘Thanks X for saving me from this hassle. Case : In party, forcing customer to drink! Customer: ‘Sorry no drink, I never took! I pray regularly and religious’. AM: ‘No no ; why noits very good! Very expensive Blue Label.’ 1 2

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