Fostering good Customer Relationship in Rubavu District

By KABERA Callixte RECTOR RTUC , 24th January 2012

Introduction
Customer Relationship Management involves managing all aspects of a customers relationship with an organization to increase customer loyalty and retention and an organizations profitability
Operational CRM supports traditional transactional processing for dayto-day front-office operations or systems that deal directly with the customers
Analytical CRM supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.

LEVELS INVOLVED IN CUSTOMER CARE

1. Top management - establish resources, responsibilities, processes, reporting, empowerment, culture, etc 2. Customer service management - detailed processes, financial management of customer services, staffing and training, legal, complaints handling and escalation 3. Employees - awareness of customer services aims, responsibilities and benefits 4. Customer service employees - competent, aware, committed, etc
3

The Evolution of CRM

Three phases in the evolution of CRM include reporting, analyzing, and predicting

CUSTOMER SERVICE PRINCIPALS

Commitment (at all levels) Credibility (keep promises) Culture (customer service ethos) Competencies (of staff - in recruitment, training and assessment) Responsibility (clear and supported with suitable authority - with at least one person responsible for customer problems) Resources (adequate for effectiveness) Identification and management of all customer service issues Quality (of customer service relevant input and review) Feedback (enabled for customers and employees) Continual improvement (to meet or exceed customer expectations) Internal customers (establish concept and communications

GOOD MANAGEMENT PRACTICES

Establish effective customer service mechanisms Improve competitiveness Differentiate their offering via innovative customer services Build customer loyalty through positive customer service experience Increase customer retention Improve ease of dealing with organization for customers Attract new customers via word of mouth Reduce marketing costs Increase service efficiency Reduce complaints and complaints handling resources and costs Improve compliance with consumer trading laws Improve services and accountability (especially for public sector organizations)

STAFF COMPETENCES IN CUSTOMER CARE DURING AND AFTER RECRUITMENT.

1. 2. 3. 4. 5. 6. 7. 8. 9.

Interpersonal and empathy Attitude Communication Handling stress Active listening Team-working Problem-solving and complaints-handling Product and organization knowledge Commitment to aims and values of organization
7

HOW DO WE WIN CUSTOMERS

1.
2. 3.

Get their attention

Value their time Over deliver

4.
5. 6.

Contact frequently
Generate a trustworthy mailing list Follow up

Current Trends: SRM, PRM, and ERM

Current trends include:
Supplier relationship management (SRM) focuses on
keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selection

Partner relationship management (PRM) focuses on

keeping vendors satisfied by managing alliance partner and reseller relationship that provide customers with the optimal sales channel

Employee relationship management (ERM) provides

employees with a subset of CRM applications available through a Web browser

Future Trends
Customer Relationship Management future trends include:
CRM applications will change from employee-only tools to tools used by suppliers, partners, and even customers

CRM will continue to be a major strategic focus for companies

CRM applications will continue to adapt wireless capabilities supporting mobile sales and mobile customers

CRM suites will incorporate Partner Relationship Management and Supplier Relationship Management modules
10

In Conclusion
There is hope like President Obama said Yes We Can As a training partner in the Tourism industry a lot is expected from us and we want to ensure all stakeholders that we are working together with them to ensure that our students embrace the importance of good customer care. We would like to let you know that RTUC runs a three months training program right here in Rubavu and we encourage all of us to invest in our employees and let us train them.
11

Questions

12