4. 44
TheThe ‘‘sciencescience’’ of CRM creates value through threeof CRM creates value through three
key levers.key levers.
AcquireAcquire
•Increase theIncrease the
number ofnumber of
profitableprofitable
customerscustomers
RetainRetain
•Extend theExtend the
duration ofduration of
customercustomer
relationshipsrelationships
CRM is about acquiring, developing and retaining
satisfied, loyal customers, to achieve profitable
growth and create economic value from the corporate
brand.
DevelopDevelop
•Increase profitIncrease profit
•from existingfrom existing
•customerscustomers
What is CRM?What is CRM?
5. 55
Understanding the GAPUnderstanding the GAP
Implement
Processes
Implement
Technologies
Foster
Behaviours
Treating CRM as a tool implementation exercise rather
than a strategic effort
6. 66
Take an evolutionary approachTake an evolutionary approach
to customer strategyto customer strategy
Human Resource
TechnologyProcess
Transition of perception from viewing customers as exploitable
income sources to treating them as assets to be nurtured.
Treating CRM as a tool, rather than a strategic effort
CRM
7. 77
Managing Relationships means…
Study factors effecting customer
behavior
Processtotranscendthefeel
goodfactortocustomers
Customer Acquisition
Customer Retention
Customer Delight
Benchmark & measure
factors:
Motivation
Job satisfaction
Quality of work life
Work place
communication
Leadership
Influence, power, politics
Organizational structure
Invent new ways to create value to the customer
9. 99
Keep focus on what is important, rather than technologyKeep focus on what is important, rather than technology
Customer Delight
Increase customer profitability – bundle offering:value proposition
– strategize differently for high-value and low-cost customers
Customer Retention
Listen – empathize – adapt
– innovate
– create value
– transcend value
– orient to customer loyalty program
Customer Acquisition
Personalize – innovate – differentiate
– show more value
– profit the customer
CRM rapidly evolving from technology-CRM rapidly evolving from technology-
centric to a business-value effort.centric to a business-value effort.
10. 1010
Customer Relationship Management (CRM) is the core capability of an overall customerCustomer Relationship Management (CRM) is the core capability of an overall customer
strategy to understand who your customers are, what should you offer, how do youstrategy to understand who your customers are, what should you offer, how do you
interact, and how to integrate this capability across the enterprise.interact, and how to integrate this capability across the enterprise.
11. 1111
CRM Technology ArchitectureCRM Technology Architecture
Component of CRM used for Customer interaction Management
AnalyticalCRM
application
OperationalCRM
application
Interaction
CRM
Data Warehousing & Business Intelligence
12. 1212
Application of CIMApplication of CIM
Application
of CIM
Assisted Automated
Transactions
Telephony
Management
W
ebsite
Management
Email
Management
Real time Web
Collaboration
E-mail Management system
Dialers,
IVR
13. 1313
Email Management SystemEmail Management System
Automated transaction :Automated transaction : Information aboutInformation about
a new product offering or discount schemesa new product offering or discount schemes
Assisted transactionAssisted transaction : Reply to the query of a: Reply to the query of a
customer about a specific problem faced in acustomer about a specific problem faced in a
product.product.
- Supplements the marketing and sales force-automationSupplements the marketing and sales force-automation
processes of an organizationprocesses of an organization
- Effective and inexpensive system to test market oneEffective and inexpensive system to test market one’’s tops top
customer segment.customer segment.
- Application inApplication in Banking & Finance, Travel & Hospitality and BPOsBanking & Finance, Travel & Hospitality and BPOs
14. 1414
Website Management SystemWebsite Management System
Assisted transactionAssisted transaction : Chat with a live agent, guided: Chat with a live agent, guided
to choose suitable financial productto choose suitable financial product
Automated transactionAutomated transaction : Browsing through an: Browsing through an
interactive web page accessing information aboutinteractive web page accessing information about
specific productspecific product
- Various real-time collaborations : instant messaging, live Web- Various real-time collaborations : instant messaging, live Web
conferencing, interactive chat, semi-automated responses andconferencing, interactive chat, semi-automated responses and
screen or document sharingscreen or document sharing
- Multiple sessions handling at a time in asynchronous mode .Multiple sessions handling at a time in asynchronous mode .
- E-commerce websites, outsourced call centersE-commerce websites, outsourced call centers
15. 1515
Telephony Management SystemTelephony Management System
Assisted transactionAssisted transaction : Predictive dialers for outbound: Predictive dialers for outbound
campaigningcampaigning
Automated transactionAutomated transaction : Query handling via IVR and: Query handling via IVR and
ASR like bank account balance enquiry, flight/railASR like bank account balance enquiry, flight/rail
reservation statusreservation status
- Hindi and local language processing in ASRs, Speech to textHindi and local language processing in ASRs, Speech to text
and text to speech conversionand text to speech conversion
- Service lines or toll free numbers for presalesService lines or toll free numbers for presales
- Convergence of voice, Web and e-mail responseConvergence of voice, Web and e-mail response
- Telecom and Banking & Financial institutionsTelecom and Banking & Financial institutions
18. 1818
Contact Info of CustomerContact Info of Customer
1800-180-1211
customercare@saintgobain.com
Mr Kedar Nath
kedar@saintgobain.com
Mr Sanjay Jagavkar
sanjay@saintgobain.com
27. 2727
Search – My iBaseSearch – My iBase
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