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