customer relationship crm new

8/14/2019 Customer Relationship crm New

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CUSTOMERRELATIONSHIPMANAGEMENT(CRM)An Overview....


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Introduction to CRM

CRM is neither a concept nor a project .Instead,it is a business strategy that aims to understand,

anticipate & manage the needs of anorganization's current and potential customers.

The objective of a CRM is to ensure that anindividuals customers needs are profitably

satisfied at the right time in the right manner

with the right offer.


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Evolution of CRM

CRM is the modern improvisedversion of

Corner stores & door-to-door saleswhich is

chiefly based on the personalinteractions,

intimacy & knowledge about thecustomers

over the period of times.


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Types of CRM

Win Back orSave

PROSPECTING

Loyalty

Cross

selling/Upselling


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The CRM Cycle

ASSESSEMENT

Phase

PLANNING

Phase

EXECUTION

Phase


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in continuationLet us see some assessment questions:-Who are the customers?

Where do they live?What are their demographics & lifestyle?What are their worth or livelihood?

What & how do they buy?

What are their purchasing patterns?How can they be reached?

How have they responded to the promotions inthe past?


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Business Drivers of CRM

There are mainly three primary reasons why CRMhas taken hold rapidly, the reasons are asfollows:-

1. Fierce Competition.2. The economics of customerretention arenot clear.3.Technology allows organizationsto do this more effectively &profitably today.


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Key elements of a CRM

Architecture

CustomerFocused

Systems(AnalyticalSystems

Functional &Product

Systems(OperationalSystems)

CustomerFacing

Systems(ContactSystems)


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CRM Essentials

CRM programs involve three basic businessprocesses :-Marketing

AutomationSales Force

AUTOMATIONCustomer

Service


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in continuationHigh-end

campaign

B2C marketing.

Main focus on campaign

planning, management& tracking.

Webdrivencampaign

B2B marketing.

Use Internet, Directmail, fax & Telephone ascampaigning tools.

Marketing-orientedanalysis

Focuses on measuringsales & marketing.

For e.g.. Cust.Profitability & cust.churn .


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in continuationSales Force Automation or SFA is the fastest

growing CRM segment with critical functions such as:

Account management

Contact management

Quote management

Marketing encyclopedia

Forecasting

Win/Loss analysis

Sales administration

Lead generation & tracking

Field sales

Call center telephone sales

Order management

Order fulfillment

Third-party brokers

Distributors or agents

Retail E-commerce

Integration of marketing

Customer service functions


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in continuation(Customer service)

Customerservice

Internetbased

service

Selfservice viaWeb site

Call centrevoice & non-voice support

Repair byDoor-step

service

Servicestations


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Implementation of CRM

Strategy Segmentation Technology

ProcessOrganization


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Advantages of CRM over Traditional

Mass-Media Marketing

1. Easy to target specific customers.

2. Easy to track the effectiveness of a givencampaign.

3. Prevents overspending on low value clients &under spending on high value ones.

4. Reduces advertising costs.

5. Speeds up the time to develop & market aproduct.

6. Makes most with each contact with thecustomer.


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in continuation7. Round the clock availability goods &

services

8. 24-7 customer service9. Helps in building global business

relationships.

10. Developing on-line mart concept likeEbay.

11. More fast & efficient than traditionalmarketing ways.


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Conclusion

CRMis a comprehensivesales & marketingapproach to build longterm CustomerRelationship &improving businessperformance.


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Any Questionsplease ?


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Thankyou!!!

Deveoped & processed bySiddharth Datta.

customer relationship crm new

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