Customer Relationship Management Plan
5.2 Customer Relationship Management Plan
Throughout this course, you have examined how to provide value at each touchpoint in the customer’s journey in your role at E-MAGINE Biomedical. You have created tools that evaluated and measured customer expectations, and you have learned how to train and motivate your team to provide outstanding service. Finally, you learned how companies can leverage social media and loyalty programs to build life-long customer relationships.
Now you are going to combine all these elements to develop a basic Customer Relationship Management (CRM) plan. This infographic provides information about the different elements of your plan. Click on an element to learn more!
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Instructions
As the Customer Relationship Manager at E-MAGINE your next duty is to develop a new customer service plan. Click here to learn more about E-MAGINE.
Download this template Download Download this templateto use for your plan. Your template is set up in APA style, including the cover page and references page. The template includes the headings you need to use. You should provide in-text citations where needed, but this is not part of your grade. Your plan should be approximately 2 pages long, in addition to the cover page and the reference page. Your plan should cover the following points:
Introduction
Describe E-MAGINE.
Describe E-MAGINE’s core business.
Mission Statement
What is E-MAGINE mission statement?
Explain what this mission statement means to customers.
(TIP: An example of a mission statement is BB&T’s “Helping our customers achieve economic success and financial security.” You can find a company’s mission statement on its website.)
Goals and Expectations
How will you determine E-MAGINE’s goals for the customers’ experience?
How will you measure customer expectations? (surveys, secret shoppers, monitoring phone calls?)
How will you evaluate if you are meeting customer expectations?
Social Relationship Management
Explain how you will leverage social media to enhance customer relationships.
Identify one way you will interact with customers via social media.
Conclusion
Describe how all these elements create a successful CRM plan for life-long customer relationships.
Note: Every element of the CRM plan must support the company’s mission.
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5.3 Scenario: Day in the Life Part 5
This assignment continues your role as a Customer Service Manager at E-Magine Biomedical. As the Customer Service Manager, you have access to various metrics and feedback mechanisms that indicate customer attrition. You are responsible for analyzing customer loss data and identifying trends and areas of improvement for your team. You discover that customers are leaving for several reasons related to insufficient communication to your customer service representatives regarding the onsite training for the customers that happens after the beds are purchased. One example of this you saw in Week 3, when customers are unable to schedule training sessions for their staff members after beds are purchased. You know that proper training in how to use the beds is needed due to the product being too challenging and causing customer frustration.
Using the insights gained, you develop a correspondence strategy to reach out to the customers who are no longer with E-Magine Biomedical. The primary goal of this correspondence is to address the issues that led to their departure and persuade them to continue their business relationship with the company.
In your correspondence, you focus on the following desired outcomes and actions:
Persuading customers to reconsider purchasing E-Magine Biomedical’s products again: Emphasize the value and benefits of the company’s offerings, emphasizing how the products can address their needs effectively with the right training and support.
Offering comprehensive training options: Outline improved training programs and emphasize the availability of convenient and flexible scheduling. The objective is to show customers that E-Magine Biomedical is responsive to their training needs and committed to ensuring their success.
Highlighting the improved responsiveness of the training department: Assure customers that their feedback has been taken seriously, and steps have been taken to enhance the training department’s responsiveness and efficiency.
Providing incentives for re-engagement: To encourage customers to consider returning, you offer exclusive discounts or special promotions on training sessions, emphasizing that their loyalty is valued and rewarded.
By combining these strategies, you aim to regain the trust and confidence of the customers who have left. Through thoughtful correspondence, you intend to showcase the improvements made by E-Magine Biomedical and re-establish a positive relationship with former customers, ultimately leading to increased customer retention and satisfaction.
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