CNM® Tools are customer needs management tools which integrate sales and marketing operations with customer value-pursuing behaviors.
These tools have two layers of data:
- The first layer is about traditional hard-and-cold customer and sales information;
- The second layer reflects the soft-and-dynamic customer behavioral data.
CNM® Tools combine these hard and soft data within the value-exchange framework to gain action insights for customer interaction and management purposes.
CNM® Tools helps convert exchange behavior knowledge into results-oriented practices of sales organization and accumulate the behavioral data at corporate level for continuous improvement.
1. Core Functions of CNM® Tools:
- Customer Networking Management
- Sales Opportunity Management
- CAP (Customized Action Plan) Management
- Competition Management
- Forecasting & Business Planning Management
- Performance Management
- Sales Objectives Management
2. Key Values of CNM® Tools:
- Single framework, multiple applications
- Concise language, no misunderstanding
- Key words input, easy-to-use
- Inherent logic to safeguard accurate input
- Insightful outputs, clear action implications
- ABC (activity-based costing) facilitator
- Comprehensive performance pictures, not just the here and now sales figures
- Effective internal communications, no more fluffy speculations
- Systemized customer knowledge, smooth personnel handovers
- Not just number-crunching exercise in forecasting and business planning, but breathe life into numbers with customer behaviors
3. Versions of CNM® Tools:
- Server-based software
- Excel working templates