Summary
- The four steps in the IDIC framework are identify, differentiate, interact and customize.
- The ladder of loyalty traces the journey of a customer through relationship levels.
- The six steps in the ladder of loyalty are prospect, customer, client, supporter, advocate, partner.
- The four types of bonds are financial bonds, social bonds, customization bonds and structural bonds.
- The four steps to reduce customer defections are measure customer retention, interview former customers, analyse complaint and service data, and identify switching barriers.
- The relationship stages in the CRM framework are switching, satisfaction, trust, commitment, loyalty.
Class Sessions
1- Benefits of CRM
2- Marketing Benefits
3- Service Benefits
4- Benefits to Customers
5- Learning Goals
6- Four Types of Bonds
7- Types of Defectors
8- Strategies to reduce customer defections
9- CRM Framework -Switching
10- CRM Framework -Satisfaction
11- CRM Framework -Trust
12- CRM Framework -Commitment
13- CRM Framework -Loyalty
14- Summary
15- Additional Resources
16- summary
17- Additional Resource
18- Characteristics of Service
19- Customer Defection in Service
20- Summary and additional Resources
21- Sales Force Automation