3. 3
 Customer Relationship Management
 Term applied to processes implemented by a company
to handle its contact with its customers
 It is process or methodology used to learn more about
customers' needs and behaviors in order to develop
stronger relationships with them.
 set of methodologies, software, and usually Internet
capabilities that help an enterprise manage customer
relationships in an organized way.
 CRM is a software-based approach to handling customer
relationships

5.  Relevant data for customer profile is captured with the help of
software.
 Necessary information is captured from prospective customers.
 CRM system stores data in common customer database.
 The database integrates customer account information and present
it in desirable format to the company.
 This database can be accessed on Internet, intranet and on other
network links.
 The data is used for sales, marketing, services and other
applications.
 The contact management software contains various modules of
databases, displays, charts, workflow programs.

6.  Sales process management follows a customized
sales methodology with specific sales policies and
procedures.
 Sales activities include - Product information,
product configuration, sales prospectus, sales quote
generation.
 CRM also provide the history of customer account
so that the sales call can be scheduled accordingly.

7.  CRM helps the professionals in product marketing,
target marketing, relationship marketing and
campaign management.
 By analyzing customer and business value of direct
marketing can be estimated.
 CRM also helps in customer retention, behavior
prediction, channel optimization, personalization.
 Customer response and requests can be quickly
scheduled and hence sales contacts.

8.  CRM system provides service representatives with adequate
software tools and access to customer database. It also helps to
create, assign and manage the service requests by customers.
 Call center software is designed to route customer calls to
respective attendants as per the skills and authority to handle
special cases.
 Help desk software is developed to help customer service
representative to help customers who face problems with product
or service to resolve it.
 Web-based Self Service means help customer to access
personalized information at company website.

9.  The primary objective of CRM is to enhance and
optimize customer retention and loyalty.
 CRM systems are also useful in determining most
loyal and profitable customers and reward.
 CRM analytical software includes determining tools
and analytical marketing software whereas CRM
databases consists of customer data ware house
and CRM data marts.

11. techniques used to form relationships with
new customers to achieve an online sale.
For achieving this special CRM software
tools and databases are used.
The main purpose of this CRM function is
to make aware the customer about the
superior product by a distinguished
company.

12.  to keep customer satisfied and happy to
offering superior service from specialists.
The profitability of the business is
increased by CRM sales for a automation
and direct marketing.
The customer experience the convenience
of one stop shopping at reasonable prices.

13.  Customer retention refers to the actions an
organization takes to retain existing customers i.e.
the techniques to maintain relationships with existing
customer.
 The customer retention has two distinct goals.
1. To retain customers of the organizations (repeat
customers).
2. To keep customers using online channel (repeat
visits).

15. Stage one: Collecting information
Stage two: Storing information
Stage three: Accessing information
Stage four: Analysing Customer behaviour
Stage five: Marketing more effectively
Stage six: Enhancing the customer experience

17. There are following types of CRM
1.OPERATIONAL CRM
2. SFA
3.Analytical CRM
4.COLLABORATIVE CRM
5.GEOGRAPHIC CRM

18. Operational CRM processes customer
data for a variety of purposes:
'Managing Campaigns'
 Enterprise Marketing Automation
Sales Force Automation
Sales Management System

19. Sales Force Automation automates sales
force-related activities such as:
Activity Management: Scheduling sales
calls or mailings
Tracking responses
Generating reports
Opportunity Management and Assessment
Account Management and Target Account
Selling

20.  Analytical CRM analyzes customer data for a variety of
purposes:
 Designing and executing targeted marketing campaigns
 Designing and executing campaigns, e.g. customer
acquisition, cross-selling, up-selling
 Analysing customer behavior in order to make decisions
relating to products and services (e.g. pricing, product
development)
 Management information system (e.g. financial
forecasting and customer profitability analysis)
 Analytical CRM generally makes heavy use of data
mining.

21.  Collaborative CRM covers aspects of a company's
dealings with customers that are handled by various
departments within a company, such as sales, technical
support and marketing. Staff members from different
departments can share information collected when
interacting with customers. For example, feedback
received by customer support agents can provide other
staff members with information on the services and
features requested by customers. Collaborative CRM's
ultimate goal is to use information collected by all
departments to improve the quality of services provided
by the company.

22. Geographic CRM (GCRM) combines
geographic information system and traditional
CRM. Geographic data can be analyzed to
provide a snapshot of potential customers in a
region or to plan routes for customer visits.
Geographic CRM

23. 23
 Many inter-related aspects
 Front office operation
 Back office operations
 Business relationships
 Analysis

24. 24
 Direct interaction with customers
 Face to face meetings
 Phone calls
 E-mail
 Online services etc

25. 25
 Operations that ultimately affect the activities of the front
office
 Billing
 Maintenance
 Planning
 Marketing
 Advertising
 Finance
 Manufacturing

26. 26
 Interaction with other companies and partners
Suppliers/vendors
Retail outlets/distributors
Industry networks

27. 27
 Key CRM data can be analyzed in order to plan
 Target-marketing campaigns
 Conceive business strategies
 Judge the success of CRM activities (e.g., market share, number and
types of customers, revenue, profitability)

29. 29
 1. Validation
 2. Discovery
 3. Action

30. 30
 Correct data
 Ensuring that the data of the customers is correct
 Example:-Mobile number

31. 31
 Use of data mining techniques
 To find relationships that you did not know existed
 Data mining is an important enabler for CRM
 Helps in the process of understanding a customer by
providing the necessary information
 Facilitates decision-making.

32. 32
 Right communication
 Right messages communication
 This is done with a Campaign Management tool that can
automatically select the right targets and the right
messages via the right channels
 The responses are then fed back into the Validation
process for evaluation and refinement

33.  Indian companies were slow in adopting CRM. One of
the major reasons for this has been a lack of proper
understanding of CRM as a concept and how it could
benefit an organization. In the past, CRM was
identified with call centers. However, this has changed
in recent times with a better understanding of the
various components of CRM and increased
awareness levels of how it can drive efficiencies
across the board.
What is the status of CRM adoption in India?

34. IT & TELECOM SECTOR
HOSPITALITY SECTOR
FINANCE SECTOR
RAILWAYS
TRAVELS AGENCIES
INSURANCE SECTOR
BANKING SECTOR
OTHERS

36.  Increased competition in the sector meant that
organisations had to think of more innovative ways to
acquire and retain customers. This sector has seen
more investments in IT infrastructure which is an
enabler for applications.
 Though back-end systems are always important for
smooth functioning of systems, for the service sector it
is also important to have a user-friendly interface.
Many companies in this sector have adopted CRM
before investing in ERP. Verticals in the services sector
include retail and commercial banks, brokerages,
insurance, mutual funds, IT services, BPO, hospitality,
travel, media and logistics.

37.  CRM is the strategic use of information, process,
technology, and people to manage customer’s
relationship with your company (marketing, sales,
services and support ) across the whole customer life
cycle.
 Although our definition of CRM is broad and complex but
its goal is simple
To maximize the value of your company’s customer asset.
including
•Customer loyalty
•Company’s revenue
•Company’s profit

39. The customer life cycle is total time that a customer is engaged
with your company from the customer’s experience and
viewpoint.
There is high level of cycle that is consistent for
customers, no matter the product or services and no matter
how much how much the customer spend on each stage;
1. Consider: Customer becomes aware of need and investigates
alternative solution.
2.Purchase: Customer evaluates and chooses the best
alternatives and place an order.
3. Set up: Customer install the product and learn how to use it.
4. Use: Customer operates and maintain the product and finally
makes the decision to retire it or upgrade, which starts the
cycle all over again.

40.  A major shift in marketing thought:
 from mass marketing to individualized marketing
 From focus on acquiring lots of new customers to
retaining and building more business with fewer loyal
high-value customers
Goal: build long-term relationship, 1:1
 A firms ability to build and maintain relationships
with customers, suppliers, and partners may be
more important than the firms land, property,
and financial assets.
 The key: Treat customers like friends

41.  “Establishing, maintaining, enhancing, commercializing
customer relationships through promise fulfillment”
 Building long-term profitable relationships with mutual
benefit
 Tool: promise fulfillment => customer satisfaction
 Domino’s Pizza ads claim 30 minute delivery of
pizza’s.

42.  Subconscious Expectations
 Pizza with specified toppings
 Take 10 minutes
 Come in a packed box
 Remain warm till you reach home
 Charges – standard and acceptable price
 Pizza will taste reasonably good
 You will come back is all the above are met

43.  If you go regularly
 Rapport with employees
 You forgive if they mess up with one or two
expectations
 Degree of confidence determines
tolerance
 If using first time, and even one expectation is
not met
 You will never go again

44. Exceeded expectations
 Deliver on all expectations
 Give you a garlic bread FREE !
You will tell everyone about it

46. 46

47. 47
 Important
 Business starts with the acquisition of customers
 However, any successful CRM initiative is highly
dependent on a solid understanding of customers

48. 48
 Understand
 Demographics, purchase patterns & channels
 Segmentation to identify logical unique groups
 Primary research to capture needs and attitudes
 Customer valuation to understand profitability
 Differentiate
 Based on the value customers are
expected to deliver

49. 49
 Develop
 Products, services, channels and media can be
customized based on the needs of quantitative customer
segments
 Customize
 Based on the potential value delivered by
customer segment

50. 50
 Interact
 Not just through marketing, sales and media
 Distribution, shipping, customer service & online
 Deliver
 Delivering value is a cornerstone
 Factors including quality, convenience,
speed, ease of use,
responsiveness and service
excellence

51. 51
 Acquire
 Learning about customers makes it easy to identify those
producing the greatest value
 Retain
 Maintain interaction;
 Deliver on value
 Customers change as they move through
differing life stages
 Modify the service

52.  eCRM provides to companies a means to conduct
interactive, personalised and relevant communication
with customers across both electronic and traditional
channels.
 It utilises a complete view of the customer to make
decisions about messaging, offers, and channel
delivery.
eCRM v/s CRM: The Differences
 Being able to take care of your customer via the Internet,
or, customers being able to take care of
themselves online: That’s the difference between CRM
and eCRM.

53.  Companies need to take firm initiatives on the eCRM
frontier to Optimize the value of interactive
relationship.
 Enable the business to extend its personalized
messaging to the Web and e-mail.
 Co-ordinate marketing activities across all customer
channels.
 Leverage customer information for more effective
eMarketing and eBusiness.
 Focus business on improving customer relationship
and earning a greater share of each customer’s
business through consistent measurement,
assessment and “actionable” customer contact
strategies.

55.  Excellent customer service is about being aware of
customer needs and reacting to them effectively.
 CRM helps you to understand, anticipate and respond to
your customers' needs in a consistent way, right across
organization.
 CRM will help your business if you view it as a set of
tools that let you do more for, and get more from, your
customer.
 Keeps all your customer information in one place.
 Know and understand your customers.
 Know your best revenue opportunities.
 Spot the best sales campaigns.

56. Using CRM, a business can :
Provide better customer service
Increase customer revenues
Discover new customers
Help sales staff close deals faster
Make call centers more efficient
Simplify marketing and sales processes

57.  Problems of collecting and coordinating substantial data
can lead to privacy problems.
 Firms still need to be sensitive to customer wishes about
unsolicited contacts. Customer privacy request needs to
be a part of CRM.
 Privacy and data security
One of the primary functions of CRM software is to collect
information about customers. When gathering data as
part of a CRM solution, a company must consider the
desire for customer privacy and data security, as well as
the legislative and cultural norms. Some customers
prefer assurances that their data will not be shared with
third parties without their prior consent and that
safeguards are in place to prevent illegal access by third
parties.

58. CONCLUSION