Abstract:
In this thesis, I have assessed the role of effective CRM in successful customer retention
and development strategies in the market. In order to help utilities better target their product
offerings, I developed a model to identify profitable customers in a multi-utility environment.
We then use the feedback from the survey of 40 customers and 60 CROs in Islamabad to assess
suppliers of CRM performance in sales and marketing, customer services and value added
services. The aim of this thesis is to provide CRM professionals with a tool to assess and
develop CRM strategies in the cellular energy market. This is based on extensive customer
research and in –depth analysis of current and expected future market drivers.
Sales force customers are buying the development and deployment of technology
without the regard for CRM components. On-demand applications, development and
deployment services are emerging in the marketplace. Traditional vendors will continue to
feel the competition with a viable market in place.
From recent announcements for the enterprise customers, they are attracted to buy and
deploy technology through the sales force because of the integration and customization
offered to them.
Strategizing to better enhance the overall customer experience should be a top goal of
any CRM professional or call center manager. From measuring customer satisfaction levels
with phone surveys and other interactive features to implementing the latest contact
management software to improve service, CRM professionals need to place a higher emphasis
on Customer Experience Management solutions when hoping to achieve goals and drive
business success.
In industries like financial services, telecommunications, utilities and travel, the core
products are increasingly commoditized, effective customer service is quickly becoming the
new battle ground. Leaders in these markets believe that every customer interaction, even a
routine service, creates an opportunity to differentiate themselves from their competition in
the market. For call center managers and the front line customer service providers, this often
means maintaining or increasing the quality of service while keeping the costs low and
affordable.
Inquiry center responding to a marketing campaign may be linked to multiple
applications in order to sell the product to the customer when the contact is established. A new
offer or better pricing might be available, but only to customers who are linked to another
system when prompted by the business scenario. Rewriting the business rules or creating
specialized interfaces is no longer necessary. On the other hand in order to promote a new offer
integrated web services can be leveraged. With a standard-based IVR used in conjunction with
this feature can help provide a solution that truly meets customer expectations.
