Customer Relationship Management Practices of Versatile Telecoms International IInc. as perceived by their dealers in Metro Manila / Aquino, Leizl D.; Cajigas, Kevin Chester; Dela Cruz, Liezl E.; Juare, Arvin Joseph; Miparanum, Mae Anne M.; Palon, Monica C.; Sadiang-Abay, Marbon G. and Zeta, Jan Michael. 6

Research Paper (BSBA Marketing) - Pamantasan ng Lungsod ng Maynila. 2010. 56

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ABSTRACT: The purpose if this study is to realize the importance of the Customer Relationship Management on Versatile Telecoms International Incorporated (VTII) in managing and nurturing company's interaction to the customer, clients, dealers and sales prospect. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management denotes a company-wide business strategy embracing all client-facing departments and even beyond. Versatile Telecoms International Incorporated (VTII) is a vibrant and promising company engaged in the business of distribution and after-class service of mobile handsets and accessories. So in order to maintain and to improve their business dealings, VTII must implement a lot of CRM programs or events concern to their dealers. Coming up with the CRM programs they must understand the market, industry, and customer drivers that influence the selection and use of your company's products and services. You should also understand your competitive environment and consider how your firm can differentiate itself from competitors through the customer experience. You should carefully consider the impact and requirements of your strategy across different geographies, languages, markets, and channels. Versatile Telecoms International Inc. Create a different CRM programs that can be used to help to maintain their loyalty of their dealers. The following are the CRM programs that VTII used for their clients, customer and dealer. One is the Cherry Mobile Festival that launched 48 units of Cherry Mobile Phone including the high and low end cell phone which runs for only two (2) months, Doble Kasiyahan Promo wherein dealers and customers got to save as mich as P290 when they buy the combo units, Cherry Money for every front liner serve as a extra income for the front liner, Free Service and Repairs of Mobile Phone Wherein all the dealers are entitled with the free service and repairs of all purchased cell phone. Dealers Incentive that will be given to active dealers who have outstanding sales, Dealers Night that is exclusively for the new and active dealers of Versatile Telecoms in order to motivate their sales performance and to make a good rapport with their dealers. Implementing these many CRM programs of VTII will result to many advantages and also disadvantage to the dealers and company itself. Versatile Telecoms International Inc. shows that CRM programs is creating values to the dealers, most of them answer that this programs meet their expectations. On how this CRM programs affects the customers as perceived by the dealers, this programs attracts the customer to buy the product. In relation with the 70 dealers respondents perception on further improvements of the CRM programs, most dealers chose that Versatile Telecoms International Inc. must interact to their customers and dealers with a new sensitivity towards the customers and dealers perspective. The customer Relationship Management on Versatile Telecoms International Incorporated is essential in the business operations and also to make the business profitable. To further improve the CRM programs of VTII, this research study that the management especially the Marketing Department must interact with their customers and dealers with new launching of phones and programs for them to participate and to easily catch attention. VTII should also improve current processes using new tools and ideas.

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