In today’s competitive scenario, it is extremely important for organizations to understand their customer segments and their needs. Proactive involvement with customers in order to discuss and address their needs, expectations and concerns is an absolute requirement. Products & services are designed and developed, produced and delivered; based on the needs and expectations of the current customers as well as non-customers. It is essential to effectively serve the customers through the value chain and enhance the relationship, to develop loyalty. This in turn would lead to enhanced business success.

Hence, determining and meeting customers’ day-to-day contact requirements is of prime importance. Also, there has to be an efficient and effective methodology to handle feedback received from day to day contacts including complaints. Customers’ perceptions of the organization’s quality of services are based on what they encounter in their interaction with its people, products and services. It is also influenced by the feedback customers receive from others based on their interactions.

Thus, organizations need not only to understand their current value delivery system and re-design their customer-facing business processes from the end customer’s point of view but also need to continuously innovate in the ways they provide support to their customers resulting in enhanced customer loyalty.

CII Institute of Quality organised a Workshop on Customer Relationship Management on 3 – 4 February 2009 at New Delhi. The objective of the workshop was to discuss all the issues pertaining to CRM and develop enhanced understanding as to how to address these, thorough real life examples, case studies and through the experiences sharing of the participants.

The workshop taught the participants as to how CRM can help increase revenues and enable organizations to better manage communications across the value chain including sales, marketing, dealers, customers, and grow brand image and customer loyalty.

The detailed coverage of the programme included :

• Determining and meeting customers day to day contact requirements.
• Handling feedback received from day to day contacts including complaints.
• Proactive involvement with customers, in order to discuss and address their needs, expectations and concerns.
• Following up on sales, servicing and other contacts in order to determine levels of satisfaction with products, services and with other customer sales and servicing processes.
• Seeking to maintain creativity and innovation in the customer sales and servicing relationship.
• Establishing partnerships with customers which add value to the supply chain.
• Using regular surveys, other forms of structured data gathering and data gathered during day to day customer contacts in order to determine and enhance customer relationship satisfaction levels.
• Advising customers on the responsible use of products.

23 participants including Customer Relationship Managers, Marketing Managers from 13 organisations like Tata Teleservices, Pepsico, Delhi International Airport (P) Ltd, Schneider Electric, NALCO, Thomson Digital etc attended this two - day highly interactive workshop. The faculty for the workshop was Mr Ranjanga Sivakumar. The participants were given a course completion certificate by CII Institute of Quality.

For more details on this programme, please contact amitabh.vyas@cii.in

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