Customer interactions andtransaction both physical and digital perspective required by the K-Tec targetoperating model.Physicalperspective: Collect information to know about thecustomer like who the customer is such as· Name · Size · Gender· Credit rating· Contract information· Where he or she lives· How much he or she spend in a monthTo understand thespecific need of individual customer. K-Tec have to create a profile aboutcustomer that helps to serve the individual customer according to the way he orshe want like what are the preferences, what the bought past, what they triedand what they did not tried, what they like and what they did not like. Digitalperspective:Now a day’s maximumcustomers are connected with internet companies have changed their focus onwhat they are selling and who they are selling. On the other hand, in thedigital world K-Tec have a website and online store where they can trackcustomers browsing activity when they login their account. What is aboutcustomers interest, what they looked at, do they buy different things fromonline and so on. Need to do following things· On-line store browsing· On-line store purchase· Augmented Reality Dressing Room· Social mediaCustomerrelationship management (CRM): According to Greenberg customerrelationship management (CRM) is a total framework that gives a methods andstrategy to improve the experience of the individual clients with the goal thatthey will remain clients forever, gives both technological and functionalmethods for recognizing, capturing, and retaining clients, and finally gives aunified perspective of the customer across an enterprise.
Every business havesome goal like ‘retaining loyal customers and utilizing whatever means possibleto acquire new customers’. CRM as a business philosophy and a practicalcustomer service management set of applications can be characterized asfollows:· CRM is strategic tool: To increaseprofitability, enhance the marketing plan, expand competitiveness CRM is usedas a strategic tool. CRM deals with marketing, sales, service and supportingtechnologies that mainly concentrate on managing customer relationships.· CRM focus on facilitating the customerservice process: Management considers the factors that bring the value to thecustomers. To facilitate the customers process, CRM is highly focused on. Oftensuccess depends on the availability of analytical tools that provide thefollowing factors like comprehensive, cohesive and centralized portrait of thecustomer.· CRM focus on optimizing the customerexperience: Since the main objective of CRM is to own the customer experience.
CRM provide customized product and service to the customer that impactcustomers purchasing practice in a positive way that they can feel they arecommunicating with the supplier conveniently.· CRM provides a window into the customer:An active CRM structure provide all kinds of service that impact customer experiencelike what that purchaser cost the maximum, and how they could make sure thecustomer has a high-quality shopping for experience each and on every occasion.· CRM assists suppliers to measure customerprofitability: Organization can make different segments for their customerwhich will be based on customers profile in an effective and efficient CRM tomeasure customer profitability.· CRM is about partnership management: CRMhelps to understand the basic need, want and demand of individual customer andprovide customized service to address the common issues of physical product andservice that can create mutual benefit and long-term relationship.· CRM is a major facilitator of supply chaincollaboration: Organization can establish integrated commutation, structuredservice procedure to meet and satisfy the individual customer through thesupply chain network and can build a collaboration and sustainable relation fora long period of time.
Applyingtechnology to CRM:CRM divided into threemain major function such as marketing, sales and service. Marketing includebranding, identify new customer, seasoning offerings, advertising and pricing.Sales include sales, distribution, products and services. Firm is able to understandabout the customer and also the current demand and can make a profitablerelationship through the technology. CRM and Internet Sales: At presentinternet based functions opens various opportunities for selling products andmaking business digitally. Chaffey defines “e-CRM” that express it as “usingdigital communications technologies to maximize sales to existing customers andencourage continued usage of online services”. As indicated by Poirier andBauer, the part of the sells drive in some e-business surroundings takessignificance by following functions: · Toinform updated information about product and services.· Focusingon customer habits by exploration of personalization and mass customization· Toget highest responds to the customers needs it coordinates company resourcesand linkup channel resources with customer demand requirements· Tohave customer satisfaction each and every time it manages multichannel customerexperiences to mixed up with different medic.
· Providehighest quality of online service that customer feel happy and repurchasehappen. Selling products directlyto the customer through the internet that empower the organization in a goodway and organizations will have the capacity to enhance viability and betteruse resources. As indicated by Sawhney and Zabin, “technology-enabled sellingwill be used increasingly to synchronize and integrate all selling channelsused by the enterprise, including, tele sales, the Net, resellers, and thedirect sales force, through the use of a common customer relationshiprepository, a common applications infrastructure, and a shared businessprocess.”Technology creates newentrance for the customer for better service like find out vendors, productcollection, various promotion and so on and also customer and supplier cancommunicate each other easily. Company can use portal for their customer thatthey can segment their customer and can serve various purposes.
Now a day’svarious application are available in online for sales and services that companycan use to serve their purposes. Some of these are online catalogs, onlineorder processing, online order configurability, lead capture and profaning,online survey, e-mail marketing. The ultimate goal is to improvement of groupof customers who purchase from online. Sales Force Automation(SFA): Now a day’s business method SFA act as foundation ofsales that use to collect and analyze customer information to retain customer,acquisition and enhance relationships and revenues. Moreover, company canmanage customer portal, create new customer profile, forecast , pricings,manage sales data base and real time information about customer through SFA.According to Dyche, the mission of SFA “was to put account information directlyin the hands of field sales staff, making them responsible for it, andultimately rendering them (and the rest of the company) more profitable.
SFAcontains various programming merchants and contending products, here is somefunctionality which are as follows.· Contract management: The fundamentalcapacity of the product is to empower the organization and administration ofprospect and client information such as name, address, contract information,identification and so on. According to Dyche, “The real value of contactmanagement CRM is in its capability to track not only where customers are butalso who they are in terms of their influence and decision-making clout.”· Account Management: Managers areresponsible for managing the individuals account which are designed to provideinformation about customer in detail and activity of sales as well.· Sales Process/Activity Management: Salesprocess is like a road map that serve sales activity management in every stepthat comprise sales cycle and define set of activity of each sale.· Opportunity Management: it is also knownass pipeline management that converts leads to sales.
Generally, toolsetsdetail specific opportunity, organization involved, allocated sales team,income ratings and proposed rating dates. A few applications accommodate thecomputerized circulation of prompts of sales, who the opposition, advantagesand disadvantages, products and services.· Quotation Management: Managing complexorder, product configuration and pricing SFA assist quotation management. Aftercompleted the order it sent to the administration for legal authorization,inventory and availability check through e-mail.· Knowledge management: Frequently knowledgemanagement frameworks, these applications can go about as a store for all typesof data that can be effortlessly added to and referenced through online functionsfor example, Lotus Notes or Web-based programs.