The presentation describes about Customer Relationship Management and Customer Experience.

1. UNDERSTANDING
CRM & CX
By: Ravi Shankar Azad

2. What is CRM?
 It is a system for managing a
company’s interactions with its current
and future customers.

3. CRM
Sales
Marketing
Customer
Service
Technical
Support

4. Characteristics of CRM
 Relationship management - customer oriented feature
 Sales force automation - sales promotion analysis, automate
tracking of a client’s account history
 Use of technology - data warehouse technology
 Opportunity management - forecasting model and sales
projections

5. Step of CRM Implementation
Analyze Planning Implementation
Testing &
Quality
Assurance
Deployment &
Training

6. Marketing
1) target customers
2)Manages marketing campaigns
3)Generates quality leads for the sales team
Sales and Account Management
1) Improve sales management
2) Improve structure of existing sales processes
3) Give sales staff better support tools
4) Insight into organisational sales status
Build Customer Relationships
1) Improve relationships with customers
2) Customer retention by improving customer
satisfaction
3) Identify best customers and provide them the
highest level of service
Empower Your Employees
1) Provide employees with the information they
need
2) Help your employees understand customer
needs
Integrate your Partners
1) Provide partners with the means to share
information
2) Track partner activity
Benefits of
Implementin
g CRM

7. Difficulties in Implementing CRM:
 The difficulties of implementing these systems into pre-existing
business systems.
 Time and Cost associated with implementing CRM.
 Requirement of Training for employees.

8. Why do CRM projects fail?
 Simply investing in CRM technology would not address ineffective
business process, dirty data, misaligned key performance indicators or
missing strategic plans.
 Common reason - they do not deliver the functionality they should.
The project starts out without any clear milestones along the way. By
doing this a customer, have no chance in controlling the delivery as
the project goes along. The risk of failure will increase.

9.  Partial Deliveries - This will reduce the complexity and risk of failure.
Solution:

10. CRM Software Vendors
54.1
16.1
12.8
10.2
6.8
Market Shares (2013)
Others
Salesforce.com
SAP AG
oracle
Microsoft CRM

11. What is CX?
 Customer experience (CX) is the sum of all experiences a
customer has with a supplier of goods and/or services.

12. What is CXM?
 Customer experience management involves strategy that
focuses the operations and processes of a business around
the needs of individual customers.
 The customer experience has emerged as the single most
important aspect in achieving success for companies across
all industries
For example: Starbucks spent less than $10MM on
advertising from 1987 to 1998 yet added over 2,000 new
stores to accommodate growing sales.

14. 3 steps to getting customer
experience management right
 Create and maintain complete customer profiles.
 Personalize all customer interactions.
 Get the right information to the right place at the right time –
every time.

15. Benefits of Customer
Experience Management:
 Strengthen brand preference.
 Boost revenue with incremental sales from existing
customers and new sales from word of mouth.
 Improve customer loyalty through valued and memorable
customer interactions.
 Lower costs by reducing customer churn.

16.  Customer-experience management is no substitute for
good product design and proper product engineering
Limitation

17. References:
 http://en.wikipedia.org/wiki/Customer_relationship_management
 http://www.perfectmind.com/BusinessCRM/benefits-of-using-crm-for-
your-business
 http://www.crmasiasolutions.com/online-business-solutions-
articles/6/77-benefits-of-crm.html
 http://www.wisegeek.com/what-are-the-disadvantages-of-customer-
relationship-management.htm
 http://en.wikipedia.org/wiki/Customer_experience
 http://www.sas.com/en_us/insights/marketing/customer-experience-
management.html
 http://smallbusiness.chron.com/benefits-customer-management-
58015.html

18. Thank You 