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GTEC 4200 Class Notes
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CRM - Customer Relationship Management Document - Homework/Notes/Coursework - BCIT Winter 2023 - Lewis K. - GTEC 2nd year
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Class Hand-outCRM – Customer Relationship Management
School of Business
Program: Graphic Communications Technology GTEC 4200
Diploma Program Creative Process, Production Management
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What is CRM
Customer relationship management is the art of managing good customer relationships and prospective
customers. It is understanding who your customers and potential customers are and nurturing the
relationships you have with them. It is about identifying client expectations and how you meet or go
beyond their expectations.
A customer relationship model seeks to improve the relationship between a business and the customer.
For this, they drive new trends and provide profits for current and future operations and investments.
Stages of CRM
A Customer relationship management model can categorize information gathering into the
following stages:
• Awareness – Customer contacts, meetings, providing samples and plant tours. Request for
quote; the first touchpoint between a prospect and the final product.
• Discovery – Learn and identify the needs of the prospects and share information to fulfill their
requirements, such as product mix, quality standards and critical timelines.
• Evaluation – Categorize types of products, timeline for repeat patterns. Follow up calls and
meetings.
• Intent –Work-back schedules and production proto-types
• Purchasing – Purchase orders, deposits, and terms
• Loyalty – Repeat orders, tracking and documenting customer needs
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