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Crm
 

Crm

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    Crm Crm Presentation Transcript

    • CRM (Customer Relationship Management) Presented by Chandana 08/23/10 © YIIT- confidential and proprietary
      • 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
    • How can u figure out what customer want from you in terms of service? 08/23/10 © YIIT- confidential and proprietary
      • 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
      • 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
      • 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
      • 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
    • 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
    • Basic Architechture of a CRM: 08/23/10 © YIIT- confidential and proprietary
    • 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
    • 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
    • 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
    • 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
    • Related aspects:
      • Many inter-related aspects
      • Front office operation
      • Back office operations
      • Business relationships
      08/23/10 © YIIT- confidential and proprietary
          • Direct interaction with customers
          • Face to face meetings
          • Phone calls
          • E-mail
          • Online services
      Front office: 08/23/10 © YIIT- confidential and proprietary
    • 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
    • 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
    • Business strategy perspective:
      • Three key phases
          • 1. Customer Acquisition
          • 2. Customer Retention
          • 3. Customer Extension
      08/23/10 © YIIT- confidential and proprietary
    • 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
    • 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
    • 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
    • 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
      • 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
    • 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.
    • CRM is a business philosophy based on TRUST and VALUE. 08/23/10 © YIIT- confidential and proprietary