1. The New Role of the
Customer
Chapter 2

2. Describe the difference between
social media platforms, including
functionality, target audience, and
intended use
Learning Outcome:

3. At the end of this lesson, student are expected to:
01
02
03
04
Define your ideal Social CRM platform: What are your business
objectives, and who are you looking to create relationships with?
How would your current customers fit into this, and how might they
participate in your business or organization?
Analyze, who will participate in the various initiatives that define
your plan? What is the role that you see customers playing?
Prove that why CRM use a software system then identify the
reasons

4. SUBTOPIC
01
02
03
04
The New Role: Social Interactions
The Social Graph
Social CRM and Influencer Relations

5. The New Role: Social Interactions
Social Interaction
Measures the effectiveness of your social media campaigns at fostering positive engagement.
Interaction: A communication between an audience member and your brand's social profile. This may take
the form of platform specific interactions such as Mentions on Twitter, Likes on Facebook, or +1's on
Google+. Key interactions can play a pivotal role in a post or story going viral, so it is very important to
ensure that you are nourishing the right types of interactions. As well, a strong social media measurement
strategy will map these interactions to other marketing goals, such as website conversions or new wins.
“ “

6. Presence on social
media platforms for
11–18-year-olds in
schools in England
2016

7. Business Objective
A B
C D
Improve business
relationships.
The results you hope to achieve as you run and grow your business.
As an entrepreneur, you are concerned with every aspect of your business and need to have clear goals
in mind for your company if you are to stay on track.
Getting and Staying Profitable
Productivity of People and
Resources
Excellent Customer Service

8. Business Objective
E F
G H
Employee Attraction and
Retention
The results you hope to achieve as you run and grow your business.
As an entrepreneur, you are concerned with every aspect of your business and need to have clear goals
in mind for your company if you are to stay on track.
Mission-driven Core Values
Sustainable Growth Reaching the Right
Customers

9. What Is Customer Relationship Management?
Customer Relationship Management (CRM) is…a company-wide business strategy designed to
optimize profitability, revenue, and customer
satisfaction by focusing on highly defined and
precise customer groups.
Technology for managing all your company’s
relationships and interactions with customers
and potential customers.

10. B&S CIMS CRM
RM
B&S – Buying & Selling
RM – Relationship Marketing
CIMS – Customer Information Management Systems
CRM – Customer Relationship Management
e-CRM- A subset of CRM that focuses on enabling customer interactions via e-channels (The
web, email and wireless)
Time line
e-CRM
Late 80’s Mid 90’s 2002 - Future
Early 90’s

11. Call center telephone sales
E-commerce
Field sales
Retail
Web-based
self service
Field services
and dispatch
Third-party brokers,
Distributors, agents
Call Centers
Managing aspects
Of customer contact
Data analysis
And business
Intelligence tools
Content
management
Campaign
management
Data warehouse and data cleaning tools
The Elements of CRM
Sales force automation
Customer service/call
center management Marketing automation

12. Customer Relationship Management Strategy
Organize the company around
customer segments
01
02
03
04
05
Encourage and track customer
interaction with the company
Foster customer-satisfying
behaviors
Link all processes of the
company from its customers
through its suppliers
Allows companies to tightly
focus in on their target markets

13. A Simple Flow Model of the Customer
Relationship Management System
Identify customer relationships
Understand interactions
with current customer base
Capture customer data
based on interactions
Store and integrate
customer data using IT
Identify best customers
Leverage customer
information
01
02
03
04
05
06

14. What is the role
that you see customers playing?
1. Lead
Customers
2. Contributor
s
3. Consultants 4. Guides
5. Promoters

15. Tools that can perform social CRM:
BuzzStream
01
02
03
04
Sysomos
Scout Labs
Alterian’s

16. Section Break
Take 5 & Nap

17. How would your current customers fit into CRM platform, and
how might they participate in your business or organization?
CRM is more than
technology. When
implemented
successfully, CRM
helps you build better
customer
relationships, increase
company revenue and
create a superior
customer experience.
This allows customer-
facing employees in
areas such as sales,
marketing and
customer support
To make quick and
informed decisions
on everything from
up-selling and cross-
selling,
To improving the
quality of customer
communication and
responsiveness,
To coordinating the
management of sales
and marketing
campaigns.
01
02
03

18. Feature of CRM
Customer Loyalty
Customer Retention
Customer Complain
Customers’ Needs
Customers Response
Customer Satisfaction

19. Importance
Of CRM
Program
 A CRM system consists of
a historical view and
analysis of all the acquired
or to be acquired
customers. This helps in
reduced searching and
correlating customers and
to foresee customer needs
effectively and increase
business.
 CRM contains each and
every bit of details of a
customer, hence it is very
easy for track a customer
accordingly and can be
used to determine which
customer can be profitable
and which not.
 In CRM system, customers
are grouped according to
different aspects
according to the type of
business they do or
according to physical
location and are allocated
to different customer
managers often called as
account managers. This
helps in focusing and
concentrating on each and
every customer separately.

20. Identify Customer Relationships
Learning is…
Customer-centric is…
a philosophy under which the company customizes its product and
service offering based on data generated through interactions
between the customer and the company.
an informal process of col
lecting customer data thr
ough customer comment
s and feedback on produc
t or service performance.
Knowledge
Management
is…
the process by which lear
ned information from cus
tomers is centralized and
shared in order to enhanc
e the relationship betwee
n customers and the orga
nization.

21. Three
phases of
CRM
 Acquiring New Relationships
 You acquire new customers by promoting your
company’s product and service leadership.
 Enhancing Existing Relationships
 You enhance the relationship by encouraging
excellence in cross-selling and up-selling, thereby
deepening and broadening the relationship.
 Retaining Customer Relationships
 Retention focuses on service adaptability – delivering
not what the market wants but what customers want.

22. CRM Applications

23. What
should be
in the
database
 Demographics
 How do you get people to provide this?
 History of contacts
 Transaction history or summary
 Response to marketing communications
 How did you hear about us (this offer?)

24. Steps to
improve
CRM
 Build a database
 Analyse, define types, profitability
 Customer selection
 Activities to delight selected customers
- discourage others
 Analyse again to see how we’re doing

25. Advantages
of CRM
 While company is quickly growing, customers are more
satisfied as well
 Service provided in a better way, and a quicker way
 Sales force automated
 Integrated customer information
 Certain processes eliminated
 Operation cost cut, and time efficient
 Brand names more quickly established
 A central database so that everyone in your company
can keep track of customer contacts
 Sales and marketing teams can benefit from having all
this inside knowledge about customers
 Lets you set up rules for distributing work throughout
your company
 Lets you pick and choose the functionality that you
want

26. Disadvantages
of CRM
 Organizational wise change of priority to customers.
 Significant investment of time and money
 Threatens management’s control/power struggle
 Heightens people’s resistance to change
 Inappropriate integration leads to disaster

27. Thank you
The greatest Success since when you can manage yourself firstly.