|Forum Home > Program Management Professional (PgMP) > Please explain the following concepts "Customer relationship management", "Customer satisfaction management" & "Expectation management" with example ?|
"Customer relationship management" (CRM)
Basically, its a process to manage an organization's interactions with current and potential future customers. It can be done by implementing a CRM system / customer contact center / call centers which involves the best use of Information technology to organize, automate, synchronize and integrate various business verticals within the organization like sales, marketing, customer service, technical support.
"Customer satisfaction management" (CSM)
Basically, its a measure to see how products / services / results provided by an organization meet or exceeds customer expectation. Remember, "Customer Satisfaction" is one of the constraint as per PMBok. "Customer Satisfaction" also known as "CSAT" can be measured by using certain key performance indicators (kpi) within business angle and is often part of a Balanced Scorecard. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. for the organization's long term growth". Also, remember a satisfied customer get what he / she wants. a customer can get delighted when the results exceeds the expectations. In PMI, language a possible "gold plating".
Performed as part of "stakeholder engagement" to set bourndaries / define the scope within a program to ensure all the stakeholders are in the same page and then move page by page.This can be done by understanding the stakeholders needs, wants, interests, expectations and keep them aligned with program objectives.
For example: During collect requirements proces, A program manager may appoint a business analyst to collect all the program requirements by setting the program boundaries clearly within the stakeholder community.
Another example will be appraisal process between program manager & the team members where their individual goals & objectives for the year are set based on the mutual interest factor
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