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  1. 1. CRM (Customer Relationship Management) Presented by Chandana 08/23/10 © YIIT- confidential and proprietary
  2. 2. <ul><li>CRM(Customer Relationship Management) </li></ul><ul><li>CRM is a methodology used to learn more abt customer’s needs and behaviours in order to develop strong relationships with customers. </li></ul><ul><li>It (CRM) is the process of carefully managing detailed information about individual customers and all customer “touch points” to maximize customer loyalty. </li></ul>08/23/10 © YIIT- confidential and proprietary
  3. 3. How can u figure out what customer want from you in terms of service? 08/23/10 © YIIT- confidential and proprietary
  4. 4. <ul><li>The kind and level of service that you must deliver depends on: </li></ul><ul><li>Who the customer is </li></ul><ul><li>What the customer expectations are </li></ul><ul><li>What experience they had with you and other entities </li></ul><ul><li>What your strategy is </li></ul><ul><li>What role customer service play </li></ul>08/23/10 © YIIT- confidential and proprietary
  5. 5. <ul><li>Standardization: </li></ul><ul><li>Pin down the service and to be able to standardize it. </li></ul><ul><li>So that it can be consistently delivered. </li></ul><ul><li>Customization: </li></ul><ul><li>Differ Service from customer to customer. </li></ul><ul><li>The value of service as”relationship-building tool” is its customizability. </li></ul>08/23/10 © YIIT- confidential and proprietary
  6. 6. <ul><li>Some customer may require and deserve better service than the others. </li></ul><ul><li>In some situations, u will want to be able to provide service that will impress customer so as to make an emotional connections. </li></ul><ul><li>Whenever your employees can say to a customer, &quot;Let me take care of that for you,&quot; you are delivering a higher level of service than the customer was expecting. </li></ul>08/23/10 © YIIT- confidential and proprietary
  7. 7. <ul><li>CRM gives a framework for the activities. </li></ul><ul><li>It decides on: </li></ul><ul><li>What to do - the objectives </li></ul><ul><li>What is required to do it - the resources </li></ul><ul><li>Who should do it - the people </li></ul><ul><li>How to do it - the process </li></ul><ul><li>How long to do it - the time frame </li></ul>08/23/10 © YIIT- confidential and proprietary
  8. 8. Benefits of Implementing CRM <ul><li>Attracting new customers. </li></ul><ul><li>Quicker and more efficient response to customer leads and customer information. </li></ul><ul><li>Simplification of marketing and sales processes . </li></ul><ul><li>Understanding customer needs. </li></ul><ul><li>Better customer service. </li></ul><ul><li>Building customer loyalty. </li></ul>08/23/10 © YIIT- confidential and proprietary
  9. 9. Basic Architechture of a CRM: 08/23/10 © YIIT- confidential and proprietary
  10. 10. Architecture of CRM: There are three parts of application architecture of CRM: • Operational - automation to the basic business processes (marketing, sales, service) • Analytical - support to analyze customer behavior, implements business intelligence alike technology • Collaborative - ensures the contact with customers (phone, email, fax, web, sms, post, in person) 08/23/10 © YIIT- confidential and proprietary
  11. 11. Operational CRM means supporting the &quot;front office&quot; business processes, which include customer contact (sales, marketing and service). Operational CRM provides the following benefits: • Delivers personalized and efficient marketing, sales, and service through multi-channel collaboration. • Sales people and service engineers can access complete history of all customer interaction with your company, regardless of the touch point. Operational CRM: 08/23/10 © YIIT- confidential and proprietary
  12. 12. Analytical CRM: In analytical CRM, data gathered within operational CRM and/or other sources are analyzed to segment customers or to identify potential to enhance client relationship. 08/23/10 © YIIT- confidential and proprietary
  13. 13. Collaborative CRM provides the following benefits: • Enables efficient productive customer interactions across all communications channels • Enables web collaboration to reduce customer service costs Collaborative CRM : Collaborative CRM facilitates interactions with customers through all channels (personal, letter, fax, phone, web, e-mail) and supports co-ordination of employee teams and channels. 08/23/10 © YIIT- confidential and proprietary
  14. 14. Related aspects: <ul><li>Many inter-related aspects </li></ul><ul><li>Front office operation </li></ul><ul><li>Back office operations </li></ul><ul><li>Business relationships </li></ul>08/23/10 © YIIT- confidential and proprietary
  15. 15. <ul><ul><ul><li>Direct interaction with customers </li></ul></ul></ul><ul><ul><ul><li>Face to face meetings </li></ul></ul></ul><ul><ul><ul><li>Phone calls </li></ul></ul></ul><ul><ul><ul><li>E-mail </li></ul></ul></ul><ul><ul><ul><li>Online services </li></ul></ul></ul>Front office: 08/23/10 © YIIT- confidential and proprietary
  16. 16. Back office: <ul><li>Operations that ultimately affect the activities of the front office </li></ul><ul><li>Billing </li></ul><ul><li>Maintenance </li></ul><ul><li>Planning </li></ul><ul><li>Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>Finance </li></ul>08/23/10 © YIIT- confidential and proprietary
  17. 17. Business relationships: <ul><li>Interaction with other companies and partners </li></ul><ul><li>Suppliers/vendors </li></ul><ul><li>Retail outlets/distributors </li></ul><ul><li>Industry networks (lobbying groups, trade assn’) </li></ul>08/23/10 © YIIT- confidential and proprietary
  18. 18. Business strategy perspective: <ul><li>Three key phases </li></ul><ul><ul><ul><li>1. Customer Acquisition </li></ul></ul></ul><ul><ul><ul><li>2. Customer Retention </li></ul></ul></ul><ul><ul><ul><li>3. Customer Extension </li></ul></ul></ul>08/23/10 © YIIT- confidential and proprietary
  19. 19. Customer Acquisition: <ul><li>Attracting our customer </li></ul><ul><li>For the first purchase </li></ul><ul><li>We have acquired our customer </li></ul><ul><li>Growth </li></ul><ul><li>Aim is to increase the number of customers that purchase from us for the FIRST TIME </li></ul>08/23/10 © YIIT- confidential and proprietary
  20. 20. Customer Retention: <ul><li>Re-purchase </li></ul><ul><li>Our customer returns and buys for a second time </li></ul><ul><li>This is most likely to be the purchase of a similar product or service. </li></ul><ul><li>Growth </li></ul><ul><li>Aim is to increase the number of customers that purchase from us REGULARLY </li></ul>08/23/10 © YIIT- confidential and proprietary
  21. 21. Customer Extension: <ul><li>Additional, supplementary purchases </li></ul><ul><li>Our customers are regularly purchasing </li></ul><ul><li>We introduce products and services to our loyal customers different from original purchase </li></ul><ul><li>Once purchased, our goal is to retain them as customers for the extended products or services </li></ul><ul><li>Growth </li></ul><ul><li>Aim is to increase the number of customers that purchase ADDITIONAL products </li></ul>08/23/10 © YIIT- confidential and proprietary
  22. 22. Pizza example: <ul><li>Subconscious Expectations </li></ul><ul><ul><ul><li>Pizza with specified toppings </li></ul></ul></ul><ul><ul><ul><li>Take 10 minutes </li></ul></ul></ul><ul><ul><ul><li>Come in a packed box </li></ul></ul></ul><ul><ul><ul><li>Remain warm till you reach home </li></ul></ul></ul><ul><ul><ul><li>Charges – standard and acceptable price </li></ul></ul></ul><ul><ul><ul><li>Pizza will taste reasonably good </li></ul></ul></ul><ul><li>You will come back if all the above are met </li></ul>08/23/10 © YIIT- confidential and proprietary
  23. 23. <ul><li>Exceeded expectations </li></ul><ul><ul><ul><li>Deliver on all expectations </li></ul></ul></ul><ul><ul><ul><li>Give you a garlic bread FREE ! </li></ul></ul></ul>08/23/10 © YIIT- confidential and proprietary <ul><li>You will tell everyone about it. </li></ul><ul><li>Degree of confidence determines tolerance </li></ul><ul><ul><ul><li>If using first time, and even one expectation is not met </li></ul></ul></ul><ul><ul><ul><li>You will never go again </li></ul></ul></ul>
  24. 24. 08/23/10 © YIIT- confidential and proprietary <ul><li>If you go regularly </li></ul><ul><ul><ul><li>Rapport with employees </li></ul></ul></ul><ul><ul><ul><li>You forgive if they mess up with one or two expectations. </li></ul></ul></ul><ul><ul><ul><li>If they continue to do the same u will stop going there and search for other shop. </li></ul></ul></ul>
  25. 25. CRM is a business philosophy based on TRUST and VALUE. 08/23/10 © YIIT- confidential and proprietary