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Customer Relationship Management (CRM) Introduction MEDFORIST
Contents   <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><...
A definition of marketing “ The process of planning and executing the conception, pricing, promotion, and distribution of ...
How to define Customers? CONSUMER BUSINESS TO BUSINESS CHANNEL DISTRIBUTOR FRANCHISEE INTERNAL CUSTOMER <ul><li>Customer f...
<ul><li>It costs 6x more to sell to a new customer than to sell to an existing </li></ul><ul><li>One dissatisfied customer...
Customer Loyalty: Customer Loyalty  is a deeply held commitment to  rebuy  or  repatronize  a preferred product or service...
<ul><li>An integrated sales, marketing & service strategy  </li></ul><ul><li>An approach which effectively manages custome...
<ul><li>Customer Relationship Management is an enterprise approach to understanding and influencing customer behavior thro...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
CRM and e-CRM CRM Technology  <ul><li>e-CRM : extending CRM through the Web  </li></ul><ul><li>e-CRM is the customer-facin...
eCRM Traditional CRM eCRM Telemarketing Direct Mail B.R.C. Responses Trade Shows Inbound Calls Press releases Meetings Pro...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
<ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM  Sta...
The End MEDFORIST
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  1. 1. Customer Relationship Management (CRM) Introduction MEDFORIST
  2. 2. Contents <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  3. 3. A definition of marketing “ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organization goals.” American Marketing Association <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  4. 4. How to define Customers? CONSUMER BUSINESS TO BUSINESS CHANNEL DISTRIBUTOR FRANCHISEE INTERNAL CUSTOMER <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  5. 5. <ul><li>It costs 6x more to sell to a new customer than to sell to an existing </li></ul><ul><li>One dissatisfied customer will tell 8-10 others on his experience </li></ul><ul><li>By increasing the customer retention rate by 5%, profits could increase by by 85% </li></ul><ul><li>There is 50% chance of making a sale to an existing customer while only a 15% chance of selling to a new customer </li></ul><ul><li>70% of customers will do business with the company again if their complaint is successfully resolved </li></ul><ul><li>90% of companies (in 2000) didn’t have the necessary sales and service integration to support e-commerce </li></ul><ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  6. 6. Customer Loyalty: Customer Loyalty is a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, despite situational influences and marketing efforts having the potential to cause switching behavior . Source : « Satisfaction: A Behavioral Perspective On The Consumer” Richard L. Oliver Mc Graw-Hill Editions <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  7. 7. <ul><li>An integrated sales, marketing & service strategy </li></ul><ul><li>An approach which effectively manages customer relationships </li></ul><ul><li> </li></ul><ul><li>“ A business strategy to select and manage the most valuable customer relationships. CRM requires a customer-centric business philosophy and culture to support effective marketing, sales, and service processes” </li></ul><ul><li>IT definition </li></ul><ul><li>“ Methodologies, software and usually internet capabilities that help an organisation manage customer relationships in an organised manner” </li></ul><ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>CRM Definition: MEDFORIST
  8. 8. <ul><li>Customer Relationship Management is an enterprise approach to understanding and influencing customer behavior through meaningful communications in order to improve customer acquisition, customer retention, customer loyalty and customer profitability </li></ul>Source “ Accelerating Customer Relationships”, Ronald S. Swift Prentice Hall - 2001 <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  9. 9. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>The concept of CRM in theory is simple: Listen to your customers and act on what they are saying to create a mutually beneficial relationship . Companies with current implementations of CRM technology can usually hear their customers; however, because they are only focusing on the operational and collaborative component of CRM, they cannot really understand them. They must also consider analytical CRM to optimize their customer relationships. CRM Functions MEDFORIST
  10. 10. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  11. 11. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MARKETING AUTOMATION designed to get the right mix of the company’s products and services in front of each customer at the right time SALES FORCE AUTOMATION Collaborative tools that enable all parties to the transaction to interact with one another CUSTOMER SERVICE AND SELF-SERVICE Serving existing customer base through problem resolution systems, workflow automation and field service dispatch systems Capabilities that can be directly invoked by the customer on the internet via PC and wireless devices Operational CRM MEDFORIST
  12. 12. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>DATA WAREHOUSE A process of assembling disparate data from all over the company transforming it to a consistent state for business decision making and empowering users by providing them with access to this information from multiple applications DATA MINING The process of extracting and presenting new Knowledge, previously unpredictable, selected from databases for actionable decisions. The process of analyzing detailed data, to extract and present actionable, implicit and novel information to solve a business problem Analytical CRM MEDFORIST
  13. 13. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>CRM - Stages <ul><li>Customer Acquisition: </li></ul><ul><li>Promotion of products – build a relationship – first date </li></ul><ul><li>Customer Extension: </li></ul><ul><li>An established relationship – cross-selling & up-selling </li></ul><ul><li>Customer Retention: </li></ul><ul><li>Adapt to customer requirements – requires a complex </li></ul><ul><li>understanding of customer needs. </li></ul><ul><li>Can an organisation pursue all 3 objectives ? </li></ul><ul><li>extremely difficult </li></ul>MEDFORIST
  14. 14. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>CRM Business Process with a Customer Focus <ul><li>Need to have consistent dependable and convenient interactions with customers in every interaction </li></ul><ul><li>Need to efficiently create new delivery channels </li></ul><ul><li>Need to capture & analyse large amounts of customer data </li></ul><ul><li>Overall attempt to produce a unique/different business experience for the customer. </li></ul><ul><li>CRM is all about changing processes and therefore change management </li></ul><ul><li>What is the company’s experience in change? Does it have a successful track record? </li></ul>MEDFORIST
  15. 15. CRM and e-CRM CRM Technology <ul><li>e-CRM : extending CRM through the Web </li></ul><ul><li>e-CRM is the customer-facing internet portion </li></ul><ul><li>of CRM </li></ul><ul><li>e-CRM is a real designation, but it is not a </li></ul><ul><li>revolutionary new system or set of processes. </li></ul><ul><li>e-CRM is CRM online </li></ul><ul><li>CRM is a strategy, the web is a channel </li></ul><ul><li>CRM is inherently a multi-channel strategy. </li></ul><ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  16. 16. eCRM Traditional CRM eCRM Telemarketing Direct Mail B.R.C. Responses Trade Shows Inbound Calls Press releases Meetings Product Demo’s Referrals E-Mail Blasts Web Registration Online Reply Instant Messaging Online Customer Service Web Demo’s Video Conference Online Prospect Database <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>MEDFORIST
  17. 17. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>CRM Challenges <ul><li>Integrating customer content </li></ul><ul><li>All interactions and knowledge about customers must be synthesised and stored in a way that anyone in the organization with a need to know can access that information in real-time and in a way that supports that current problem. Currently most organizations cannot do this or are even close to this </li></ul><ul><li>Contact management </li></ul><ul><li>The channels that customers use to contact an organization are increasing – Web, call centre, fax, email, voice message etc. These technologies must be integrated so that staff can access the details regardless of channel. </li></ul><ul><li>Consistent business rules need to be applied across all channels of contact </li></ul><ul><li>End-to end business processes </li></ul><ul><li>Business processes must be integrated and consistent eg. sales and service. The service staff must have access to sales details and commitments and apply consistent rules of dealing with the customers. This requires much more integration between processes than is current. </li></ul>MEDFORIST
  18. 18. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>CRM Difficulties <ul><li>CRM requires major integration of systems which </li></ul><ul><li>few companies have </li></ul><ul><li>CRM requires turning round existing systems to </li></ul><ul><li>store, record and retrieve on a customer-centric basis </li></ul><ul><li>CRM requires people to stop thinking about </li></ul><ul><li>departmental boundaries and to start thinking about </li></ul><ul><li>how as a team the company can help the customer </li></ul>MEDFORIST
  19. 19. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>CRM Architecture MEDFORIST
  20. 20. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul><ul><li>Step 1 – Determining current abilities </li></ul><ul><li>- Do we have a call/contact center? </li></ul><ul><li>- What are the capacities of the call/contact center? </li></ul><ul><li>- Are customers’ questions being answered? </li></ul><ul><li>- Why do we have customer complaints? How can </li></ul><ul><li>they be minimized? </li></ul><ul><li>- What additional infrastructure do we need? </li></ul><ul><li>- What are current costs? </li></ul>MEDFORIST
  21. 21. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul><ul><li>Step 2 – Building capabilities </li></ul><ul><li>- What technologies are in the call/contact </li></ul><ul><li>centers and is more technology needed </li></ul><ul><li>- Calls are routed based on incoming call </li></ul><ul><li>information (e.g. incoming call phone number) </li></ul><ul><li>- Employees are empowered to make and keep </li></ul><ul><li>promises to customer </li></ul>MEDFORIST
  22. 22. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul><ul><li>Step 3 – Information utilization </li></ul><ul><li>- Customer information and contact history is </li></ul><ul><li>tracked in a knowledge base and used in future </li></ul><ul><li>contacts </li></ul><ul><li>- Customer information can be linked to contact </li></ul><ul><li>history from all channels </li></ul><ul><li>- Customer patterns (e.g. seasonal patterns) are </li></ul><ul><li>discovered and used for marketing purposes </li></ul>MEDFORIST
  23. 23. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>Step 4 – Determination of “what we do” - Shift from data collection and analysis to strategy - Enterprise goals revolve around customer relationships - Customers receive support based on their value to the company - All corporate divisions share the same information on the customer and focus on customer’s relationship with the company MEDFORIST
  24. 24. <ul><li>Customer focus issues </li></ul><ul><li>CRM Definitions </li></ul><ul><li>CRM Functions </li></ul><ul><li>CRM Stages </li></ul><ul><li>CRM Business Process & Technology </li></ul><ul><li>CRM challenges & Difficulties </li></ul><ul><li>Building a CRM Solution </li></ul>Step 5 – CRM becomes a core competency - Maintaining customer relationships is a core competency of the business, ensuring a greater retention rate - The focus centers around redefining markets to position the company as the best of breed in the industry MEDFORIST
  25. 25. The End MEDFORIST
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