The 7 Steps Core Customer Relationship Management Process

Acquisition

Step 1. Identify prospects that a similar to your current high-value customers

Step 2. Develop an acquisition campaign

Retention

Step 3. Establish dialogue with each customer

Step 4. Learn more about each customer by capturing additional information from each exchange

Step 5. Integrate all of the customer information gathered from multiple touchpoints

Step 6. Provide internal access to relevant customer information to those who need it

Step 7. Use this information to retain customers and build each relationship

Answer the following questions based on the 7 steps of the Core Customer Relationship Management Process steps:

Question 1: Why would an organization identify prospects that are similar to their current high-value customers instead of trying to prospect as many customers as possible?

Question 2: What types of customers does an organization want to acquire in Step 2? Why?

Question 3: What does it mean to "establish dialogue with each customer" in Step 3. Provide an example

Question 4: Give an example of additional information that could be captured from each exchange in Step 4?

Question 5: What does it mean to "Integrate all of the customer information gathered from multiple touchpoints" in Step 5? Why is this so important? What is a touchpoint?

Question 6: Explain why step 6 is important from the customer's perspective?

Question 7: Give an example of how customer information could be used to build relationship?