Implementation, Evaluation, Control

Winds of Freedom

Implementation: We will use "Customer relationship management, (CRM) a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups. This is accomplished by organizing the company around customer segments, establishing and tracking customer interactions with the company, fostering customer-satisfying behaviors, and linking all processes of the company from its customers through its suppliers." (MKTG, Lamb Hair McDaniel, pg 293, chapt. 19) By using this method we can customize our product and service offering based on data generated through the interactions between the customer and the company and all of our company's decisions and actions are a direct result of customer information. By focusing on what satisfies our customers, we can build long-term relationships.

All our employees will be trained in customer knowledge management and empowerment to market our products. Being able to collect customer information through comments and feedback on product and service performance we will be able to learn ways to enhance our product and service offerings.

Because our company is small and internet based, each employee will be crossed trained so that they can fill in where needed. At the same time, each employee will have a specific job so that when a customer calls they will be able to talk to the same representative each time so that we can build customer trust. "Web-based interactions are an increasingly popular touch point for customers to communicate with companies on their own terms. Web users can evaluate and purchase products, make reservations input preferential data, and provide customer feedback on services and products,. Data from these Web-based interactions are then captured, compiled, and used to segment customers, refine marketing efforts, develop new products, and deliver and degree of individual customization to improve customer relationships." (MKTG, Lamb Hair McDaniel, pg 297, chapt. 19)

Within the company, we will have daily meetings to discuss what is going on, problems that are being encountered and brainstorm as to how to solve them. We will all be included, employee and employers, on the decision making on the spot as to what to do. We want our employees to feel like the company also belongs to them and what they think is important.

Every individual in the company will fill out daily paperwork so that we can keep track on if our timelines are being met and how our budget is being spent.

Evaluation: We will review all information on a daily basis and have weekly meetings to discuss if our objectives are being met and if not what to do to keep us on the right path.

Control: We will use the "marketing audit-a through, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization." (MKTG, Lamb Hair McDaniel, pg. 27, chapt. 2) This will be done every quarter so that we can allocate marketing resources efficiently.

In light of all of this, we want our company to be a delight not only to our customer, but to our employees as well. We want to build relationships along with building a company.