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Customer relationship management - Developing customer relationship strategy

Q: Different customers are likely to require different approaches and strategies for customer accommodation. A basic principle of supply chain logistics is that customers should be segmented based on their service needs, and the supply chain must be adapted to serve those segments. To accomplish this, companies need both a framework for choosing the appropriate customer-specific strategies as well as programs for customer relationship management . What's the objective of customer relationship maangement?

To develop a customer-centred organization .

Q: What does omni-channel mean for the customer service attributes?

Availability : increases because when products are not available in the physical shop, it is available online. All options of delivery are possible so also channel availability increases. Operational performance : delivery time is shorter with physical shops, flexibility of online shops is higher. Reverse logistics can be easier for the customer (but gives more challenges for the firm) Service reliability : more possibilities for a firm to perform and deliver ,so reliability increases.

3 important questions on Customer relationship management - Developing customer relationship strategy

Different customers are likely to require different approaches and strategies for customer accommodation. A basic principle of supply chain logistics is that customers should be segmented based on their service needs, and the supply chain must be adapted to serve those segments. To accomplish this, companies need both a framework for choosing the appropriate customer-specific strategies as well as programs for customer relationship management. What's the objective of customer relationship maangement?

To develop a customer-centred organization.

Describe the relationship between omnichannels to customer service (lecture)

It is a multichannel approach to provide the best customer service as possible. Advantages of:
- offline channels: customers can touch and see the product. There is no waiting time. Customers can get advice about the products
- Online channels: there is more product and price transparency, product variety is higher, flexibility: buy it from anywhere, it is Always available (no closing time).

What does omni-channel mean for the customer service attributes?

Availability: increases because when products are not available in the physical shop, it is available online. All options of delivery are possible so also channel availability increases.
Operational performance: delivery time is shorter with physical shops, flexibility of online shops is higher. Reverse logistics can be easier for the customer (but gives more challenges for the firm)
Service reliability: more possibilities for a firm to perform and deliver ,so reliability increases.