CUSTOMER RELATIONSHIP
MANAGEMENT
Evolution of CRM
Evolution of CRM
Mass Customization

Micro Marketing

Niche Marketing

Market Segmentation
• Philosophy is to understand customers;
create and enhance the relationships with
them to maximize customer value and
cor...
Who is a customer?
• Important visitor of the Organisation.
• He is no disturbance in work but a
purpose for our work.
• A...
Relation with customer
• deep and abiding regards for the
customers which are displayed from the
products and services off...
Customer Relationship
Management
• CRM is a company wide comprehensive
business strategy designed to reduce
costs and incr...
Involves multiple soft wares as well as
policies that promote:
• collection of customer information.
• Use that informatio...
• It is a business policy which provides
vision to the company.
• After all, good customer relations are heart
of the busi...
TYPES OF CRM
1. OPERATIONAL CRM: The automation or support
of customer processes involving sales or service
representative...
OPERATIONAL CRM
• Provides support to front office business
processes.
• Benefits: Customers can interact with different
p...
COLLABORATIVE CRM
• Provides a point of interaction between
customers and suppliers.
• Aims to get various departments int...
ANALYTICAL CRM
• Also known as back office or strategic CRM.
• Involves understanding the customer activities
that take pl...
SALES INTELLIGENCE CRM
• Features include the delivery of "alerts" to sales
people based on analysis of such factors as:
•...
CRM Strategies
Customer Acquisition
Gain the greatest number of new “Best” customers
as early in their “lifespan” as possi...
COMPONENTS OF CRM
• To satisfy customer expectation, CRM
model implementation needs to integrates
the components of CRM
• ...
TECHNOLOGY
• It assists and supports BPR, thus
facilitates work practice changes and
adopting innovative ways .
• It plays...
PROCESS
• A business process refers to collection of tasks
that results in a desired business outcome.
• To realize effect...
PEOPLE
• Commitment from top level management
is crucial for success of CRM .
• CRM projects requires full time attention ...
Implementation of CRM
• Steps in implementation of CRM
– Sales Stage
– Envisioning Stage
– Planning and Design Stage
– Con...
Successful CRM
Implementation
Choose your vendor successfully
Develop customer focused strategy before considering
the tec...
Common Reasons for Failure
• Data is ignored
• Politics rule
• The IS organization and business users can't
work together
...
Ways to avoid failure
– Don’t fall victim to anything mentioned in
the previous slide
– Establish visible top-down support...
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  • Communicate strategy and buy-in – Make them owners of the initiative and reward them when it succeeds.
  • Crm final ppt

    1. 1. CUSTOMER RELATIONSHIP MANAGEMENT
    2. 2. Evolution of CRM
    3. 3. Evolution of CRM Mass Customization Micro Marketing Niche Marketing Market Segmentation
    4. 4. • Philosophy is to understand customers; create and enhance the relationships with them to maximize customer value and corporate profitability.
    5. 5. Who is a customer? • Important visitor of the Organisation. • He is no disturbance in work but a purpose for our work. • A part of our business. • A person on whom we are dependent.
    6. 6. Relation with customer • deep and abiding regards for the customers which are displayed from the products and services offered. • Getting and keeping the customers.
    7. 7. Customer Relationship Management • CRM is a company wide comprehensive business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. • Is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way.
    8. 8. Involves multiple soft wares as well as policies that promote: • collection of customer information. • Use that information to maximize customer service and increase profits.
    9. 9. • It is a business policy which provides vision to the company. • After all, good customer relations are heart of the business success.
    10. 10. TYPES OF CRM 1. OPERATIONAL CRM: The automation or support of customer processes involving sales or service representatives. 2. COLLABORATIVE CRM: Direct communication with customers not involving sales or service representatives (‘self service’). 3. ANALYTICAL CRM: The analysis of customer data for a broad range of purposes. 4. SALES INTELLIGENCE CRM: It is intended as a more direct sales tool.
    11. 11. OPERATIONAL CRM • Provides support to front office business processes. • Benefits: Customers can interact with different people in a company anytime. • Ex: Sales Force Automation: Designed to automate sales force-related activities
    12. 12. COLLABORATIVE CRM • Provides a point of interaction between customers and suppliers. • Aims to get various departments into the business. • It stresses on two-way communication instead of one-way communication. • Ex: technologies like electronic communication.
    13. 13. ANALYTICAL CRM • Also known as back office or strategic CRM. • Involves understanding the customer activities that take place in front office. • Involves analysis and evaluation of data in data storehouse.
    14. 14. SALES INTELLIGENCE CRM • Features include the delivery of "alerts" to sales people based on analysis of such factors as: • Sales performance • Customer trends • Customer margins
    15. 15. CRM Strategies Customer Acquisition Gain the greatest number of new “Best” customers as early in their “lifespan” as possible Customer Retention Retain and expand your business and relationships with your customers Customer Loyalty Offer programs to ensure that your customers happily buy what you offer only from you
    16. 16. COMPONENTS OF CRM • To satisfy customer expectation, CRM model implementation needs to integrates the components of CRM • Technology • Process • People
    17. 17. TECHNOLOGY • It assists and supports BPR, thus facilitates work practice changes and adopting innovative ways . • It plays important role by linking front and back office function to provide efficient and effective management.
    18. 18. PROCESS • A business process refers to collection of tasks that results in a desired business outcome. • To realize effective process change, company should re-examine all of their customer management business processes.
    19. 19. PEOPLE • Commitment from top level management is crucial for success of CRM . • CRM projects requires full time attention of implementation of project team with representatives like sales , marketing , manufacturing and IT.
    20. 20. Implementation of CRM • Steps in implementation of CRM – Sales Stage – Envisioning Stage – Planning and Design Stage – Configuration and Development Stage – Deployment Stage – Support Stage
    21. 21. Successful CRM Implementation Choose your vendor successfully Develop customer focused strategy before considering the technology Break the project into manageable pieces Make sure the CRM plans include a scalable architecture framework Don’t underestimate the amount of data you might collect for easy expansion of systems in the future Be thoughtful about what data is collected and stored Spend time creating the best business processes
    22. 22. Common Reasons for Failure • Data is ignored • Politics rule • The IS organization and business users can't work together • There is no plan • CRM is implemented for the enterprise, not the customer • A flawed process is automated • No attention is paid to skill sets
    23. 23. Ways to avoid failure – Don’t fall victim to anything mentioned in the previous slide – Establish visible top-down support from the most senior levels – Communicate strategy and buy-in
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