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Capacitacin GRATIS  info@proyectoresmenorprecio.comLJ( (((w(  I  Gentileza: The Organization Development Institute International, Latin America Presidente: Eric Gaynor Butterfield (RODP) www.theodinstitute.org Desarrollo Organizacional(ZZ      !0{ Oportunidades$  ~La publicidad es cada da ms y ms un instrumento con contribuciones marginales decrecientes La diferenciacin de Necesidades de los Clientes diferentes Decadencia de la informacin contable y financiera Foco en lo  transaccional Fin del  foco en el producto Surgimiento de la EVS (empresa con voluntad de servicio)@Z@?  Oportunidades $  Tanto la mercadotecnia como las campaas publicitarias no producen los resultados que las empresas reciban en el pasado El  precio ha dejado de ser  el factor determinante La aparicin de nuevos  actores La reduccin de mrgenesZ  Oportunidades (CRM permite poner  foco en las Necesidades puntuales Permite seguir de cerca los resultados de las  campaas Permite competir  y obtener ventajas  basado en el servicio en lugar del precio Permite desplazarnos de la utilidad  contable a la  utilidad por producto / canal  * CRM :  el semforo  Sabemos muy poco de lo que sucede como consecuencia de un Cambio Sabemos muy poco sobre las consecuencias disfuncionales resultantes del Cambio Si sabemos que existen  consecuencias  no  anticipadas Los  fumigadores (y otros) suelen encontrarse con los alambrados de pa Y lo que SI sabemos AHORA, son algunos de los motivos por los cuales CRM no ha funcionado como ha sido previsto Z  * CRM :  el semforo  XMe parece que Su empresa se mete demasiado en mi  vida privada Abro una cuenta en su Banco para poder cobrar a mis Clientes y resulta que estoy obligado a tener : seguro de vida, tarjeta de crdito, tarjeta de  afinidad y otras yerbas ... Al comprarles un auto acaso me hice miembro de una secta ? Porqu en lugar de ofrecerme tantas  otras ventajas  por cosas que NO necesito - NO me rebajan el costo de lo que compro Z  * CRM :  el semforo  dPlanes de afinidad o .......................... Fidelizacin o .................................... Tengamos en cuenta : a. operar  bajo riesgo ; b. con  responsabilidad y respondabilidad , c. En libertad, y d. Con alegra Alvin Toffler : van a existir cmaras en nuestras casas donde se van a escuchar las conversaciones entre marido y mujer ... Bueno , en realidad se van a  grabar monlogos ..................................... Z0     * CRM :  el semforo  RLa competencia global ... es ms fuerte que la  local Se reduce el ciclo de vida de los productos / servicios Los mercados se saturan + rpidamente La diferenciacin de productos ya no cuenta como antes La diferenciacin  por precio tiende a disminuir Clientes  ms inteligentes y ms sensibles *Z*)   Ya integramos a la perfeccin las  Best Theories con las  Best Practices ...NNM I ... Y AHORA , Qu HACEMOS ? Algunos dicen que las personas somos ......JII   CRM : QUE ES ? ... Y qu NO es!!  W CRM : Customer Relationship Management Liderando el Relacionamiento con los Clientes $XVJ     9  HCRM : la combinacin  perfecta de :%%$ :Tecnologa : Qu ES ? CUIDADO ! Metodologa : Qu ES ? (+ con la secuencia) Llamado de atencin : si no cambiamos el comportamiento de los participantes organizacionales e incorporamos NUEVA tecnologa lo que resultamos tener es la siguiente ecuacin : NT + OJT = NUEVA costosa Y anticuada organizacin ;Z;:  CRM - Conclusin   Al final de cuentas : Qu ES realmente CRM ? - base de datos ? - meterse en la vida de los dems ? - espionaje o I. y D. ? - curiosidad ?   CRM - Conclusin  ... - eliminacin de intermediacin ? - meterse en la billetera del Cliente ? - robar las ideas y planes de otros ? (Consultora Lder en el mundo)  /l  ! 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""")))UUUMMMBBB999|PP3f3333f333ff3fffff3f3f̙f3333f3333333333f3333333f3f33ff3f3f3f3333f3333333f3̙33333f333ff3ffffff3f33f3ff3f3f3ffff3fffffffff3fffffff3f̙ffff3ff333f3ff33fff33f3ff̙3f3f3333f333ff3fffff̙̙3̙f̙̙̙3f̙3f3f3333f333ff3fffff3f3f̙3ffffffffff!___www#)*)$*$$$$$$$$________________________________<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<___<#)#)E++%$$$$$$___________________<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_)))#**%++$$#$$______________________________<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<)#*)$++%+%$$$$___________________<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<___<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_))))$*%+%$$$EE___________________________________________<___<___<___<___<___<___<___<___<_______<___<___<___<___<___<___<___<___<___<___<___<___<___<___<)))#*$$$*$$$EE_______________________<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<___<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<φ)#)$$$$$$$$$h____________________________________<___<_<_<___<_<_<___<_<_<_____<_<_______<___<_______<_<_<___<_<_<___<_<_<___<_<_<___<_<_<___<_<_ϋ))$$$$#$$$$Eh_______________________<_<_<_<_<_<_<_<_<_<_<_<_<_<____<_<_<___<_<____<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<)#$#$$$$$$$$n___________________________________________<___<___<___<___<___<___<_______<_______<_______<___<___<___<___<___<___<___<___<___<___<___<_ϋ)$$$$$$$$Eh_____________________<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<__________________<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<φ)#$$$$$$$$$h______________________________<___<___<___<___<___<___<___<___<_______________________<___<___<___<___<___<___<___<___CC=D_______________________________________________________________________________________________________________________φφϋφϋ$+++++#D=CCDg______________________<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<___<_______________<_<_<_<_<_<_<_<_<_<_<_<_<_<_<_<$%*,2K##C>CD=g___________________________________________________________________________________________________________________________φφϋφϮϋ$LR1+$$DCC"=n<_________________<___<______<__<_<_<__<_____________<___<___<__<___<___<_φ%nLR$KKJ=CD_____________________________________________________________________________________φφϋφϋELRnJEDE<C>__<_________________<___<__<__<__<___<__<<__<<_<________<___<___<______<_$RSEhmgJ=>__________________________________________________________<_________________________________________________elφφϋϋϮϋ$RLmmgmngC==CD_________________________________________________________<___<___<______________________________________eφφ$2*mgmmlC==C_____________________________________________________________________________________________________________________flφφϋφϋEKKmmgC=f________________<___________<_____+++++++++++++++++++++++++++++++++++++++++++++++++++++++++_<_______<_______<__DKKgm_=gD=CC_________________________________________++__++__++_++++_++__++++_+_++_++__++++++_++++___+++++_+++_____________________elφφϋφϮϋDKKgC=<_<`CC`D__________________________________++++++++++++_+_+_+++++_++_+<++_+++_+_++_+<++_+++__+_++_+_+_____________________fφDDJmg<<====`===g________________________________________________________________________________elφφϋφϮϋ#gfggECC=Cm_________________________<___<______<_<_<_<<_<<_<____________________fφ#=DgJmmKCJJnφ_____________________________________________________________<_________________________________________efmφφϋφϋ##CDgnEJmnnm_________________<___<<<__________󆋆"CgJgmEnJnJφmfe___________________________________<___________eφϋϋϮϋDCCfDmKmJnmnfe____________________<<<_<___<<<______󮆮φφ=DgJEnJnJφf___________________________________________________________<______________________________flφφϋφϋ#CDCDgDJmJmn_______________________________<___<___<___<_<_<_<_<_<_<_<_<_<_<________________"D##DCgCDJnJhJmfe____________________________________________________________________________________________________________elφφϋφϮϋ###DCfDfJJDmJmf________________________________<___<___<___<_<_<_<_<_<_<_<_<_<________________fφ"##DCCgKJgJJKφff_______________________________________________________________<___<__________________________efmφφϋφϋ##DDfJKDKKKnJe_______________________________<___<___<_<_<_<_<_<_<_<_<__________________D##DCnD*K0QKJφmfe_________________________________________________________________________________________________________elφφϋϋϮϋ###CCDJK$KRKKmfe____________________________________________<___<_<_<_<____________________e__φφD*##DDKK**0QKJφff__________________________________________________________________________________________________φφϋφϋ#D#DD)KE*KKKJn___________________________________<___<___<___<_<_<_<_______________________D*D#JDDKDEmKKJmfe____________________________________________________________________________________________________________φφϋφϮϋ*ED*J$KK+)KJKgf_____________________________________<___<___<___<_<_<__________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