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HANDBOOK OF CRM: Achieving Excellence in Customer Management Part 4

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Chapter 4. The multi-channel integration process. The strategy framework for CRM Strategy development process: Value creation process: Value customer receives • Value proposition • Value assessment Customer segment lifetime value analysis Multi-channel integration process | Chapter 4 The multi-channel integration process The strategy framework for CRM Strategy development process Business strategy Business vision Industry and competitive characteristics Customer strategy Customer choice and customer characteristics Segment granularity Value creation process Performance assessment process Multi-channel integration process Shareholder results Employee value Customer value Shareholder value Cost reduction Performance monitoring Standards Satisfaction measurement Results and KPIs fl fl Data repository IT systems Analysis tools Front-office applications Back-office applications Information management process The multi-channel integration process has a pivotal role to play in CRM as it takes the outputs of the business strategy and value creation processes and translates them into value-adding interactions with customers. These include all pre-sales communications the sales interaction post-sales service and support with the customer. This process involves making decisions about the most appropriate combination of channel participants and channel options through which to interact with your customer base how to ensure the The multi-channel integration process 169 customer experiences is highly positive within those channels and where the customer interacts with more than one channel how to obtain and present a single unified view of the customer . Put simply the multi-channel integration process is concerned with two key questions 1. What are the best ways for us to get to customers and for customers to get to us 2. What does a perfect or outstanding customer experience deliverable at an affordable cost look like Multi-channel integration involves all the contacts and interfaces between the customer and the organization supplying them. There are now a large number of channels through which customers and suppliers may interact in a variety of communications sales and service situations. Integrating these channel participants and channel .