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Customer Relationship Management 2002 phần 6

cấp và cung cấp công cụ kiểm soát hàng tồn kho. Đồng thời, các hệ thống này thường xuyên cho phép bạn nhập vào thông tin cơ bản tại thời điểm bán như một mã bưu điện, số điện thoại, hoặc giới tính của khách hàng. Hệ thống tương tự có sẵn để bán hàng kinh doanh-to-kinh doanh. | 74 Customer Relationship Management levels and provide inventory control tools. At the same time these systems frequently allow you to input basic information at the time of sale such as a ZIP code a telephone number or the gender of the customer. Similar systems are available for business-to-business sales. Some allow the salesperson to input data from a laptop computer the second a contract is signed. Others require clerical workers to input the information from invoices. Help desk software tracks transactions through trouble tickets. Whether you use sophisticated technology or the bare-bones eyeball method this is the first stage in getting real information about your specific customers. 71 --------------------- Passive Information 7J X Useful data that the cus- tomer doesn t know he or she is supplying. Some clothing retailers note how expensive their customers jewelry is. Car salespeople will note what vehicle the customer s spouse drives. Comments such as It took me forever to find this on the shelf frequently are recorded as passive information. Employees. In Chapter 5 we talked about how to motivate front-line staff to obtain information and salespeople to share their information about the customers. These two groups as well as other employees are the next logical step in obtaining passive customer information. Employees become your eyes and ears as they communicate with customers. For example business-to-business salespeople frequently visit their customers offices. They note how busy the production plants are at different times of the day if the customer is adding production space and if there s a sense of optimism in the air. Retail employees can record how often customers ask to pay with a credit card the business doesn t take how often customers ask for products the store doesn t carry or how often customers become frustrated because they can t find something. The value of this information is that it can be communicated directly to the people in your .