PRESENTATION ON CUSTOMER
AMANDEEP & PRABHDEEP
Customer relationship management is a model for
managing company’s interaction with current and
It involves using technology to organize ,automate,
and synchronize sales , marketing, customer
services and technical support.
WHAT IS CRM?
CRM can be defined as business philosophy and
set of strategies that focuses on identifying and
building loyalty with a marketer’s profitable
CRM “is a business strategy that aims to
understand, anticipate and manage the needs of an
organisation’s current and potential customers” .
It is a “comprehensive approach which provides
seamless integration of every area of business that
touches the customer- namely marketing, sales,
customer services and field support through the
integration of people, process and technology”
WHAT IS CRM?(CONT.)
CRM is a shift from traditional marketing as it
focuses on the retention of customers in addition to
the acquisition of new customers
“The expression Customer Relationship
Management (CRM) is becoming standard
terminology, replacing what is widely perceived to
be a misleadingly narrow term, relationship
CRM is concerned with the creation, development
and enhancement of individualised customer
relationships with carefully targeted customers and
customer groups resulting in maximizing their total
customer life-time value
PURPOSE OF CRM
“The focus [of CRM] is on creating value for the
customer and the company over the longer term”.
When customers value the customer service that
they receive from suppliers, they are less likely to
look to alternative suppliers for their needs .
CRM enables organisations to gain ‘competitive
advantage’ over competitors that supply similar
products or services.
TYPES OF CRM
Analytical CRMOperational CRM
Various types of crm are :-
Mainly focused on automation, improvement of
business processes based on customer supporting.
Renders direct support to businesses having direct
Every interaction is recorded b/w customer is
recorded and used by different departments to
retrieve customer information.
Supports organizational back-office operations and
Deals with processes and operations that don't
directly deals with customers.
Unlike OPERATION CRM ,it is designed to data
mine the customer info and data to find useful
patterns of intentions of customers which can be
focused by organization.
Deals with synchronization and integration of
customer interaction and communication channels
in consistent and systematic way.
Deals with enhancing the customer retention and
Groups various departments to highlight better
understanding of customers.
PROCESS OF CRM
Activities to gain
PROCESS OF CRM (CONTD.)
Acquisition:- vital stage in building customer
Involves interaction, enquiry, exchange, co-
Involves enquiry about organization , product,
nature of transaction.)
Customer interaction management:- plays
important role in building relationship.
Better the interaction, better will be the customer
relationship, leading to greater customer
PROCESS OF CRM (CONTD.)
Customer retention:- process of keeping customers in
inventory for unending period.
Possible only through meeting demands exceeding
expectations of customers.
Approach to convert casual customers to loyal and
Attrition:- born from customer dissatisfaction.
Process of gradually weaving down of loyalty of
May lead to defection of customers if not checked on
Defection:- means when customer stop dealing with
particular company and look for its alternative.
Occurs through poor service, not satisfying the demands
of customers, poor quality.
1. Increased sales revenue and reduced cost of
2. Increased customer satisfaction:-
3. Increased customer retention and loyalty:-
4. Evaluation of customer profitability:-
5. Excellent customer service:-
6. Customer knowledge:-
8. Opportunity to Cross-Sell and Up-Sell:-