By :- Priyanka Banerjee Amity International Business School, Noida; Batch: 2011-2013
Definition:- “  CRM is the strategic use of information, processes, technology and people to manage the customers relation...
Elements in CRM:- <ul><li>The information. </li></ul><ul><li>The process management. </li></ul><ul><li>The software tools....
Components of a successful CRM program:- <ul><li>Information : Information is the raw material of CRM. The following types...
<ul><li>3 .  Technology : Technology is the Machinery that enables CRM to work. Following are the examples-- </li></ul><ul...
Principles of CRM:- <ul><li>Defining the present clientele </li></ul><ul><li>Retain Key Clients </li></ul><ul><li>3.  Maxi...
Features of an effective CRM:- <ul><li>Tracking & Reporting </li></ul><ul><li>Universal Instrument </li></ul><ul><li>Measu...
Difficulties in CRM:- <ul><li>Exorbitant Costs </li></ul><ul><li>Inadequate Focus on Objectives </li></ul><ul><li>Insuffic...
<ul><li>LG has given a toll free number. </li></ul><ul><li>Online support has been mentioned in the website. </li></ul><ul...
<ul><li>A unique customer service -- interactive kiosks. </li></ul><ul><li>Customer Cell Centers </li></ul>
 
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Customer Relationship Management

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CRM " as a Marketing Tool ".

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Customer Relationship Management

  1. 1. By :- Priyanka Banerjee Amity International Business School, Noida; Batch: 2011-2013
  2. 2. Definition:- “ CRM is the strategic use of information, processes, technology and people to manage the customers relationship with your company (marketing, sales, services and support) across the whole customer Life Cycle.” By – Ms. Judhit W Kincaid, Director, CRM services, Hewlett Packard
  3. 3. Elements in CRM:- <ul><li>The information. </li></ul><ul><li>The process management. </li></ul><ul><li>The software tools. </li></ul><ul><li>The trainning and change management elements. </li></ul>
  4. 4. Components of a successful CRM program:- <ul><li>Information : Information is the raw material of CRM. The following types of information are useful to CRM— </li></ul><ul><li>Identification Data </li></ul><ul><li>Marketing Data </li></ul><ul><li>List Data </li></ul><ul><li>Overlay Data </li></ul><ul><li>2. Process : Customer-centered processes are the “product” of CRM. Some examples are— </li></ul><ul><li>Current & Future Processes </li></ul><ul><li>Touch Points (phone, e-mail) </li></ul><ul><li>Identifying & Eleminating process disconnects </li></ul><ul><li>Integrating & Rationalising processes </li></ul>
  5. 5. <ul><li>3 . Technology : Technology is the Machinery that enables CRM to work. Following are the examples-- </li></ul><ul><li>Software products </li></ul><ul><li>Networking </li></ul><ul><li>Databases </li></ul><ul><li>Security Features (encryption tools & firewalls) </li></ul><ul><li>4. People : People are the power supply of CRM. People are “reset” through various change management tools and support mechanisms, such as: </li></ul><ul><li>Training & Education </li></ul><ul><li>New Tools </li></ul><ul><li>Measurements & Rewards </li></ul>
  6. 6. Principles of CRM:- <ul><li>Defining the present clientele </li></ul><ul><li>Retain Key Clients </li></ul><ul><li>3. Maximise Referrals </li></ul><ul><li>4. Market to qualified Prospects </li></ul>
  7. 7. Features of an effective CRM:- <ul><li>Tracking & Reporting </li></ul><ul><li>Universal Instrument </li></ul><ul><li>Measurement of the Performance </li></ul><ul><li>Facilitating & Emphasisng on the Positive practices </li></ul>
  8. 8. Difficulties in CRM:- <ul><li>Exorbitant Costs </li></ul><ul><li>Inadequate Focus on Objectives </li></ul><ul><li>Insufficient Resources </li></ul><ul><li>Inappropriate Metrics </li></ul><ul><li>Complex Systems </li></ul><ul><li>Business Needs most important </li></ul><ul><li>No Customer Focus </li></ul><ul><li>Slow Returns </li></ul>
  9. 9. <ul><li>LG has given a toll free number. </li></ul><ul><li>Online support has been mentioned in the website. </li></ul><ul><li>Generally repair agents come to home to repair the devices. </li></ul><ul><li>A club named ‘Life’s Good Club’ is provided for the Customers of LG. </li></ul>
  10. 10. <ul><li>A unique customer service -- interactive kiosks. </li></ul><ul><li>Customer Cell Centers </li></ul>

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