Presentation On CRM ActivitiesOf Different Organizations<br />By::-<br />Maneeshmehta<br />
What is CRM?Which are CRM Activities?<br /><ul><li>Customer relationship management(CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers .
A business strategy is designed to optimize profitability, revenue and customer satisfaction.
Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects.
It involves using technology to organize, automate, and synchronize business processes—</li></ul> sales activities, but also those for marketing, customer service, and technical support. <br />
BhartiAirtel Limited (NSE: BHARTIARTL) commonly known as airtel, is an </li></ul> Indian telecommunications company that operates in 19 countries<br /> across South Asia, Africa and the Channel Islands. <br /><ul><li>It operates a GSM network in all countries, providing 2G or 3G services </li></ul> depending upon the country of operation.<br /><ul><li>Airtel is the fifth largest telecom operator in the world with over 207.8 </li></ul> million subscribers across 19 countries at the end of 2010. <br /><ul><li>It is the largest cellular service provider in India, with over 152.5 million </li></ul> subscribers at the end of 2010.<br /><ul><li> Airtel is the 3rd largest in-country mobile operator by subscriber base, </li></ul> behind China Mobile and China Unicom..<br />
About The Company<br />BhartiAirtel<br />Mobile Service<br />AirtelTelemedia<br />Enterprise Services<br />
Why did Airtel need CRM?<br />Before 2003,There were Individual modules for each of the processes and hence a clear lack of integration.<br /><ul><li>§ Order processing
§ Channel Management</li></li></ul><li>CRM Vision And How they started??<br />Empowering People - to do their best<br />Being Flexible - to adapt to the changing environment and<br />evolving customer needs<br />Making it Happen -by striving to change the status quo,<br />innovate and energize new ideas with a strong passion and<br />entrepreneurial spirit<br />Openness and transparency - with an initiate desire to do<br />good<br />Creating Positive Impact - with a desire to create a<br />meaningful difference in making the experience with the<br />product/service better.<br />A Three Step Program changed is for BhartiAirtel and made them what they are today.<br />Step1: Technology evaluation and Gap analysis<br />Step2: Internal restructuring and Re- engineering <br />Step3: Pilot program and Feedback cycle<br />
Internal and External CRM<br />Internal and External CRM are nothing but two sides of the same coin. Airtel has classified them as Operational and Analytical CRM.<br />Operational CRM<br />§ Workflow<br />§ Day-to-day activities<br />Analytical CRM <br />§ Customer information<br />§ Business development<br />Hence New Modules were introduced:<br />¡ Marketing ¡ Planning<br />¡ Campaign Management ¡ Lead Management<br />¡ Sales ¡ Activity Management<br />¡ Knowledge Management (FAQs, How to guides)<br />¡ Call Center Support ¡ Opportunity Management<br />
Some of the other benefits include(Oracle CRM):<br /><ul><li>Cross selling and up selling of relevant schemes
Generation of accurate SMS bursts that target only the right </li></ul> customers based on their segmentation is possible<br /><ul><li>Customized and simplified bill formats, payment collection centers, </li></ul> network deployments, and the activation process was enabled<br /><ul><li>Better value added services were provided
It facilitated knowledge sharing amongst employees.
Started e-billing,Online customer support on new system
Automatic escalation of problem to superior authority on breaching </li></ul> pre-set time limit.<br />
Cont:<br /><ul><li>Provide a single window of service pan-Indiaacross all circles.
Process data and manage large customer database.
Provide around the clock service anytime,anywhere
E-CRM</li></ul>After implementation of the Oracle CRM, Airtel is now implementing e-CRM.E-CRM implementation partner is IBM,Airtel then provide a host of services running on Oracle CRM like:<br />§ Online customer support<br />§ Customer profiling <br />§ Web interface<br />§ Sales management for vendors and partners<br />
About The Company<br /><ul><li>Taj Hotels Resorts and Palaces is a worldwide chain of hotels and resorts and the best hotels.
The Indian Hotels Company Limited and its subsidiaries are collectively known as Taj Hotels Resorts and Palaces. A part of the Tata Group, one of India's largest business conglomerates, Taj Hotels Resort and Palaces own and operate 76 hotels, 7 palaces, 6 private islands and 12 resorts and spas, spanning 52 destinations in 12 countries across 5 continents and employ over 13000 people .
Besides India, Taj Hotels Resort and Palaces are located in the United States of America, England, Africa, the Middle East, Maldives, Mauritius, Malaysia, Bhutan, Sri Lanka and Australia.
JamshetjiNusserwanji Tata, founder of the Tata Group, opened the TajMahal Palace & Tower, the first Taj property, on December 16, 1903. </li></li></ul><li>CRM Activities<br /><ul><li>Up to now, CRM programs in the Taj hotel shave mainly focused on trying to stimulate loyalty by means of offering different levels of service, information, rewards and attention (mostly in the form of electronic communication) to specific categories of guests.
They do have loyalty card programs and exchange guest information between departments and units.
They have installed sophisticated account management planning and database marketing systems.
Purpose of CRM::: The bulk of CRM efforts focus on trying to develop relations with the guests within the context of loyalty programs and focus on increased guest satisfaction through “personalisation and customisation” of services and experiences. </li></li></ul><li>Cont,,,,,<br /><ul><li>Guest preference sheet --At the time of the reservation a preference sheet is sent across to the guest along with the reservation conformation mail. This is primarily to capture the various preferences of the customer such as food habits (Diabetic/ Low fat etc.), Special needs etc. It also asks if the customer is coming on a special occasion or not and arrangements are made accordingly made on the visit. E.g. If the guest is coming on a honeymoon or anniversary the room is decorated accordingly, cake is placed in the room etc
• CRM Software --This is another important tool in improving the service of the hotel and to capture guest complaints. If a complaint is registered by a customer it is updated on the software. Gradually as the time lapses the status displayed turn from green to yellow and ultimately red. This status can be seen by any of the managers as the software is connected to the </li></ul>central server. A daily Action Taken Report is generated which is signed by the operational head. <br />
Cont,,,,,<br /><ul><li>Fidelio--Fidelio is the property management system used by Indian Hotels Company Limited. It is used for saving the profile, preferences and special information (Anniversary, Birthday, allergies etc.) related to the guest on a central server. This information is accessible to all the Taj properties; therefore, whenever there is a repeat customer the hotel staff already has all the necessary information enabling them to delight the customer by personalized service.
Wow card-- This is a special instrument used by personal butlers for recording guest preferences & other important information related to the guest.
Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the customers as a souvenir.</li></li></ul><li>
About The Company<br /><ul><li>McDonald's Corporation is the world's largest chain of </li></ul> hamburger fast food restaurants, serving more than 58 million <br /> customers daily.<br /><ul><li>A McDonald's restaurant is operated by either a franchisee, </li></ul> an affiliate, or the corporation itself. The corporation's revenues <br /> come from the rent, royalties and fees paid by the franchisees, as well <br /> as sales in company-operated restaurants.<br /><ul><li>McDonald's primarily sells varieties </li></ul> Like <br /> hamburgers, cheeseburgers, chicken products, french<br /> fries, breakfast items, soft drinks, shakes, and desserts.<br />
CRM Activities<br /><ul><li>They have feedback and suggestion form available at all the outlets.
For the techno savy customer they have online form fill up facilities.
All the upcoming products and news are posted on website.
Now some McDonald's stores are using call centers to take customers' </li></ul> orders ahead of time. Just call in your order, then head to the <br /> restaurant, pick up and pay and drive away.<br /><ul><li>The Astute solution allows McDonald's to track more than 600 </li></ul> types of diverse customer issues through issue codes, as well as <br /> enable them to capture other very specific types of information <br /> from customers regarding their experiences at McDonald's <br /> restaurants nationwide and in Canada.<br />
About The Company<br />Big Bazaar is a chain of hypermarkets in India, with more than 133 stores in operation. It is a subsidiary of Future Group Limited, and follows the business model of United States-based Wal-Mart.<br />Mission And Vision<br />Future Group shall deliver Everything, everywhere, everytime for every Indian Consumer in the most profitable manner.<br />We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.<br />
CRM Activities<br /><ul><li>Types of cards: Silver Card,GoldCard,Shakti Card
Customer Database is maintained through issue of these cards .
Customer Profitability Analysis (CPA)::4 types of customersPlatinum Customers</li></ul>Gold CustomersIron Customers<br />Lead Customers<br /><ul><li>Differentiating customers in terms of:Their needs</li></ul>Their value to the company<br /><ul><li>Types of analysis for CRMPeriodic SurveysCustomer Loss RateMystery ShoppersMonitor Competitive Performance</li></li></ul><li>Cont,,,,,<br /><ul><li>Complaint Handling ProcedureScreening and LoggingInvestigatingAcknowledgingFormulating a solutionRespondingFollowing Up
About The Company<br /><ul><li>Vodafone Group plc is a global telecommunications company headquartered in London, United Kingdom .
It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers (behind China Mobile), with around 332 million proportionate subscribers as of 30 September 2010.
It operates networks in over 30 countries and has partner networks in over 40 additional countries.
It owns 45% of Verizon Wireless, the largest mobile telecommunications company in the United States measured by subscribers.
The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones“.</li></li></ul><li>Objectives of the CRM<br />
CRM<br /><ul><li>Vodafone has taken advantage of strong presence of Hutch.
Essar in Metros has LEADERSHIP IN CONTRACT SEGMENT.
It has STRONG CUSTOMER FOCUS,Mass market PREPAID FOCUS</li></ul> low value 10sachet recharge<br /> Innovative Value Added Services<br />Easye recharge<br />Erecharge using SMS<br /> Premium SMSRingback Tones & International Voice<br /> Data Roaming<br /><ul><li>Vodafone plans to bring ULTRA LOW COST handsets to India.</li></ul> Introduced VODAFONE LIVEIn India<br /> Introduced BALANCE TRANSFER for the first time<br /> Introduced UNIQUE OFFERS FOR MULTINATIONAL CORPORATE ACCOUNTS.<br /> Introduced SINGLE BILLING SYSTEM in 2007,Comprehensive approach across<br /> Call centers retail & internet automated systems,Industry leading PROCESS IMPROVEMENT based on extensive customer research<br />