Interviewbuch 2012 englisch Seite 10

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Inhalt

that will determine the success or failure of a company Equality trust and transparen cy are the factors for success in this relati onship between the company and its cus tomers Information communication and control of the flood of data are the compe tences required for this Since customers do not accept divided responsibilities between marketing sales and aftersales services this often requires a departure from the traditional allocation of responsibilities in the organizational structure of companies It is essential that a suitable strategy is syste matically developed and implemented NTT DATA has for this purpose develop ed a multi dimensional capability maturity model that clearly compares the current competences in customer relationship man agement with the competition Based on this positioning an individual statement of objectives is being developed From this specific measures for realising potential and initiatives geared towards the compre hensively improving customer relationship management are derived An implementa tion plan broken down into stages allows the results that have already been achieved to be measured and further optimised at each stage Authors Matthias Hanitsch and Dr Thomas Dmoch Testimonial Marketing Multipliers grant a larger range to corporate com munication in the internet At selected events manufacturers provide in ternet brand fans with a stage to give them a voice in the offline world Community Selling Other customers have also purchased recommendations within the car configurator similar to the Amazon principle Bring me a friend Cus tomers are transformed into sales consultants Swarm Intelligence Moderated customer service communities for self help Derivation of FAQs from community discussions Creation of user manuals and detailed information according to a wikiprin ciple Customer Care NTT Data   Customer Integration 11 automotiveIT 2012 Marketing Sales