Chapter Name: Customers and customer relationship management (CRM)
Description:The "Customers and Customer Relationship Management (CRM)" module focuses on the strategies, tools, and techniques used to build and maintain strong relationships with customers. It covers the principles of customer relationship management (CRM), the importance of customer loyalty, customer service best practices, and how CRM systems can be used to manage customer interactions and data. Students will learn how to develop effective customer engagement strategies, personalize communication, and improve overall customer satisfaction, ultimately driving customer retention and long-term business success.
Purpuse:The purpose of this module is to equip students with the skills to understand customer needs, develop strong customer relationships, and leverage CRM systems to manage interactions effectively. It aims to help students create customer-centric strategies that enhance satisfaction, build loyalty, and drive sales. By mastering CRM principles, students will be able to manage customer data, personalize services, and deliver exceptional customer experiences that contribute to the franchise’s growth and success.
Rational:The rationale for this module is based on the understanding that strong customer relationships are crucial for the long-term success of a franchise. In today’s competitive marketplace, retaining customers and fostering loyalty is more cost-effective than acquiring new ones. CRM allows franchise managers to organize and streamline customer interactions, personalize services, and address customer concerns effectively.
Chapters Topics
Franchise CMR compared to typical CMR
The chapter on Franchise CMR compared to Typical CMR explores the differences in customer-managed relationships between franchise businesses and typical businesses. In a typical CMR, the business centralizes control over customer interactions, allowing customers to manage their preferences and communication channels through digital tools. The process is consistent across all touchpoints, ensuring a unified experience. However, in a franchise CMR, the relationship management is decentralized. Each franchisee has more direct control over customer interactions within their location, which can lead to variations in customer experiences.
Your customers
Your customers focuses on understanding the target audience for a business or franchise. It highlights the importance of identifying who the customers are, what their needs and preferences are, and how they behave in the marketplace. The chapter covers methods for segmenting customers based on factors such as demographics, psychographics, purchasing habits, and geographic location. Understanding these customer characteristics helps businesses tailor their products, services, and marketing efforts to meet customer expectations and build loyalty. The chapter also emphasizes the need for continuous engagement with customers through feedback, surveys, and market research to adapt to changing customer demands.
What is CMR?
It explores a modern approach to customer relationship management where the emphasis is placed on empowering customers to take control of their interactions with businesses. Unlike traditional CRM, where businesses manage and dictate the customer experience, CMR allows customers to choose how they engage with companies, from customizing communication preferences to managing personal data and service requests. The chapter covers the tools and technologies that enable CMR, such as customer portals, mobile apps, and social media platforms. It also discusses how businesses can leverage this approach to build stronger, more personalized relationships with customers, improve customer satisfaction, and foster loyalty
Franchise CRM tools
Franchise CRM tools focuses on the specialized tools and software systems designed to help franchise businesses manage customer relationships effectively across multiple locations. It explores how CRM tools centralize customer data, enabling both franchisors and franchisees to access and manage information consistently. The chapter highlights key features such as automated marketing, lead management, customer support integration, and reporting and analytics, all of which help franchises personalize customer interactions and improve overall customer experience. Additionally, it covers how these tools enable collaboration between franchisors and franchisees, ensuring alignment in marketing strategies and operational processes.