Increasing Business Value For Brands To Invest In Customer Relationship Management (CRM)

Top Quote Savvier customers are expecting more from brand-customer interactions and greater brand experiences. End Quote
  • (1888PressRelease) April 07, 2011 - Singapore - Price and product functionality are no longer the most important factors brands can depend on to sustain customers' loyalty. More brands are now implementing CRM systems to help acquire, grow and retain profitable customer relationships. In the long run, increased corporate profitability coupled with reduced marketing costs results in better business value.

    As customers are progressively savvier and more informed, they have higher expectations for what they buy and the buying experience. Subsequently, brands are doing more to engage customers by leveraging on more compelling touchpoints to provide better customer experiences. In an increasingly competitive business environment, a CRM programme is crucial in enabling brands to maximise relationship opportunities on touchpoints, understand customers' needs, provide excellent service and sustain their loyalty.

    Yet unsurprisingly, many organisations fail when it comes to CRM implementations. Azhar Azib, founder of rawonionDecision explains, "The biggest challenge that companies face when they embark on the CRM journey is sustainability, how to sustain the momentum of the change that is being introduced across the organisation". He elaborates, "CRM 'projects' are not really projects - they start but never end. Instead, they go on forever and evolve with the company as it matures and as the relationship with customers evolves".

    Aside from sustainability, customising an applicable and compatible CRM model is also a challenge. Luca Deplano, Vice President of Marketing of Banyan Trees Hotels and Resorts, adds, "Gone are the days when a one-size, fit-all model could be applied to an entire industry. Nowadays companies must implement the customised CRM philosophy that make more sense for their own business model to reach their own specific niche target. But many companies fail to do so because they follow trends and fads which may not be applicable to what they do. It is therefore important to understand your customers needs first and then build a CRM system which makes sense".

    Essentially an organisational project, Azhar summarised that for brands, the implications of CRM implementations involve new roles, new measures of success, new rewards systems and new behaviours, concluding that in some companies, large proportions of the workforce need to be retrained or replaced.

    To address these concerns and issues, join us at a 2-day seminar on "Customer Relationship Management" held in Vietnam on 16 - 17 June 2011. Key seminar highlights include understanding organisational transformation, enhancing CRM through new media, data management, customer intelligence, and driving greater loyalty through customer experience management.

    The seminar, conducted by Founder of rawonionDecisons, Azhar Azib, will showcase guest speakers, Vivian Nguyen, Head of Marketing of Cathay Pacific Airways Vietnam as well as Luca Deplano, Vice President of Marketing of Banyan Trees Hotels and Resorts.

    Seminar Details:
    Title: Customer Relationship Management Seminar
    Date & Venue: 16 - 17 June 2011, Hotel Equatorial, Ho Chi Minh City, Vietnam

    Organiser: Pacific Conferences
    Contact Person: Ms Tu Kae Yun
    DID: (65) 6372 2249
    Email: kaeyun ( @ ) conferences dot com dot sg

    Full programme can also be found at:

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