Welcome      ToOur Presentation
We Are“Elegant (VI)”
Group ProfileNo.                 Name          Roll   Designation 1    Anjuman Ara                 215     Member 2    Md....
Md. Moben Ahmed     ID No: 526
Customer RelationshipManagement
Definition of CRM• CRM (customer relationship management)  is an information industry term for  methodologies, software, a...
Continued…
Continued…•    According to Margarat Rouse “ CRM is the abbreviation    for customer relationship management”. It entails ...
Continued…• Run Campaigns                                   •   Assign Leads• Generate Leads                              ...
Md. Abdur Rakib    ID No: 375
Benefits of CRM                  Ease of                   Use  Fast &                           Ease of Flexible         ...
Continued…1. Save Time:   A CRM automates a lot of the usual time-   devouring tasks, giving salespeople more time   to do...
Continued…3. Save Money:   Sure, the more impressively arrayed CRMs can   cost a lot of money. But if you dont need quite ...
Continued…5. Secure:   What happens when the nightly cleaning crew accidentally   throws out someones Post-It archive? Wit...
Other Benefitso   Faster Lead Generationo   Simplified Goal-Settingo   Centralization and Sharing of Datao   Higher Custom...
RumanaID No: 427
CRM Building Blocks                           1. CRM Vision                           2.CRM Strategy3.Valued Customer Expe...
CRM VisionCreate strong leadershipCreate a corporate personalityCreate a model customer experienceCommunicate the guid...
Continued… Guarding Customer  Privacy TRUST e
CRM StrategyoIdentify the best customers, and the worst .oDistribute value differently to different customersoCompete on s...
Continued… Relationship LevelLevel   Primary         Potential    Main Element      Web         Bond           Sustained  ...
Md. Al Amin  ID No: 419
Continued…Relationship Intensity  HighIntensity                            Advocacy Tell others about the brand           ...
Valued Customer Experience  Attentiveness  Recognition  Personalization  Consideration  Appreciation  Delight
Building Organizational Collaboration•   Step 1: Connect to the real world•   Step 2: Understand how work gets done•   Ste...
Chowdhury Omor    Faruque    ID No: 377
CRM ProcessCRM involves an understanding of the customer care lifecycle, as in this figure: Figure: Customer care lifecycl...
Continued… Main activities of CRM process involves:1. Identifying Customers2. Differentiating the customers3. Interaction ...
CRM InformationInformation is the lubricant of CRM. The more information a firm has,the better value it can provide to eac...
CRM Information Patricia Seabold identified eight critical success factors for building     successful e-business relation...
Anjuman Ara  ID No: 215
CRM Technology Incoming toll-free numbers, electronic kiosks, FAX-on-demand,  voice mail, and automated telephone routing...
Continued…Company-Side Tools(Push)          Client-Side Tools(Pull)             Cookies                           Agents  ...
Company-Side Tools(Push) Company-Side                                    Description  Tools(Push)Cookies             small...
Client-Side Tools(Pull)Client-Side Tools(Pull)                         DescriptionAgents                    perform functi...
CRM Metrics Metrics are used to assess the Internet’s value in  delivering CRM performance especially the contribution o...
CRM Metrics By Customer Life Cycle StageTarget   Recency, frequency, monetary analysis (RFM)—identifies high value custom...
Continued…Service Customer satisfaction ratings over time (see Cisco opening story). Time to answer incoming e-mail from...
Thank You     ForBeing with Us
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Presentation on Chapter 14: CRM in E-Marketing [Elegant (VI)]

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Presentation on Chapter 14: Customer Relationship Management
(Based on the study of E-Marketing)
It is based on the Chapter: 14 Customer Relationship Management from E-Marketing book by Strauss, Ansary & Frost 4th edition.
It includes Background of CRM, CRM, CRM Benefits, CRM Building Blocks, CRM Strategy, CRM Technology & CRM Metrics in perspective of E-Marketing...

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Presentation on Chapter 14: CRM in E-Marketing [Elegant (VI)]

  1. 1. Welcome ToOur Presentation
  2. 2. We Are“Elegant (VI)”
  3. 3. Group ProfileNo. Name Roll Designation 1 Anjuman Ara 215 Member 2 Md. Abdur Rakib 375 Member 3 Chowdhury Omor Faruque 377 Leader 4 Md. Al Amin 419 Member 5 Rumana 427 Member 6 Md. Moben Ahmed 526 Member
  4. 4. Md. Moben Ahmed ID No: 526
  5. 5. Customer RelationshipManagement
  6. 6. Definition of CRM• CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way
  7. 7. Continued…
  8. 8. Continued…• According to Margarat Rouse “ CRM is the abbreviation for customer relationship management”. It entails all aspects of interaction that a company has with its customer, whether it is sales or service-related. CRM is often thought of as a business strategy that enables businesses to:o Understand the customero Retain customers through better customer experienceo Attract new customero Win new clients and contractso Increase profitablyo Decrease customer management costs
  9. 9. Continued…• Run Campaigns • Assign Leads• Generate Leads • Qualify Leads• Form a Database • Convert Leads • Track Opportunities Marketing Sales Support Orders• Manage Cases • Deliver Products• Conduct Trainings • Produce Invoices• provide Service• Develop Knowledge Base
  10. 10. Md. Abdur Rakib ID No: 375
  11. 11. Benefits of CRM Ease of Use Fast & Ease of Flexible AnywhereDeploymen t Sage Access CRM Ease of Business Customizat Integration ion
  12. 12. Continued…1. Save Time: A CRM automates a lot of the usual time- devouring tasks, giving salespeople more time to do what they are actually paid to do: namely, sell to prospects. More time spent in2. Look Professional: Which do you think looks better to a prospect: a salesperson who keeps all their information in a computer database and can pull up vital details immediately
  13. 13. Continued…3. Save Money: Sure, the more impressively arrayed CRMs can cost a lot of money. But if you dont need quite that much technology working for you4. Convenient: If the whole sales team is using the same CRM, then its easy to share that information as needed. Most CRMs allow you to develop templates for phone scripts
  14. 14. Continued…5. Secure: What happens when the nightly cleaning crew accidentally throws out someones Post-It archive? With a CRM, information is usually stored either in a central database or in the CRM providers system. At the very least each salesperson can back up copies of their individual databases to another computer.6. Faster Lead Generation: A good CRM can help immensely with lead generation. For instance, many CRMs can integrate with website and social media campaigns, sending leads from these sources
  15. 15. Other Benefitso Faster Lead Generationo Simplified Goal-Settingo Centralization and Sharing of Datao Higher Customer Satisfactiono Improved Marketing Effortso More Profito CRM brings together existing applicationso Customer Knowledge Reveals Potential for Developmento Communicative measures depend on customer valueo Increasing Customer Retention Reduces Long-Term Costs
  16. 16. RumanaID No: 427
  17. 17. CRM Building Blocks 1. CRM Vision 2.CRM Strategy3.Valued Customer Experience 4. Organizational Collaboration 5. CRM Processes 6. CRM Information 7. CRM Technology 8.CRM Metrics
  18. 18. CRM VisionCreate strong leadershipCreate a corporate personalityCreate a model customer experienceCommunicate the guiding principles for a customer-centric enterpriseEstablish a supportive corporate culture
  19. 19. Continued… Guarding Customer Privacy TRUST e
  20. 20. CRM StrategyoIdentify the best customers, and the worst .oDistribute value differently to different customersoCompete on scopeoFocus on strategic capabilitieso Win through customer-centric innovationo Measure customer performanceo Unlearn and relearno Redefine the focuso The new competition
  21. 21. Continued… Relationship LevelLevel Primary Potential Main Element Web Bond Sustained of Marketing example Competitive Mix AdvantageOne Financial Low Price www.cdnow.co mTwo Social Medium Personal www.palmpilot. Build communicatio com Relationship nThree Structural High Service My.yahoo.com Delivery
  22. 22. Md. Al Amin ID No: 419
  23. 23. Continued…Relationship Intensity HighIntensity Advocacy Tell others about the brand Community Communicate with each other Connection Communicate between company Identity Display the brand proudly Awareness Is on the list of possibility
  24. 24. Valued Customer Experience  Attentiveness  Recognition  Personalization  Consideration  Appreciation  Delight
  25. 25. Building Organizational Collaboration• Step 1: Connect to the real world• Step 2: Understand how work gets done• Step 3: Design a collaborative organization• Step 4: Help managers drive collaboration• Step 5: Empower staff• Step 6: Align support systems• Step 7: Develop a culture of collaborative entrepreneurship
  26. 26. Chowdhury Omor Faruque ID No: 377
  27. 27. CRM ProcessCRM involves an understanding of the customer care lifecycle, as in this figure: Figure: Customer care lifecycle Target Partners Acquire Internet Transact Extranet Service Retain Grow Customer
  28. 28. Continued… Main activities of CRM process involves:1. Identifying Customers2. Differentiating the customers3. Interaction Identify Interaction Customize Differentiate
  29. 29. CRM InformationInformation is the lubricant of CRM. The more information a firm has,the better value it can provide to each customer and prospect in termsof more accurate, timely and offerings. many firms entice customers toprovide additional information over time. For example, Orbit.com firstrequest a sample e-mail address from those want information aboutdiscount offers and subsequently asks about vacations preferences soas to provide more relevant e-mailings.Now a customer can telephone the customer service representativeto discuss a products purchased in brick and mortal stores last week,and refer to sent e-mail sent yesterday, because the data is still in thedatabase under one customer records. This is known as 360-degreecustomer view, or one view across the channels.
  30. 30. CRM Information Patricia Seabold identified eight critical success factors for building successful e-business relationships with customers. These factors are:1. Target the right customers2. Own the customers total experience3. Streamline business process that impact the customer4. Provide 360 degree view of customer relationship5. Foster community6. Help customers do their jobs7. Deliver personalized service8. Let customer help themselves
  31. 31. Anjuman Ara ID No: 215
  32. 32. CRM Technology Incoming toll-free numbers, electronic kiosks, FAX-on-demand, voice mail, and automated telephone routing are examples of technology that assist in moving customers through the life cycle. Cookies, Web site logs, bar code scanners help to collect information about consumer behavior and characteristics. These information allow to develop marketing mixes that better meet individual needs. Important tools that aid firms in customizing products to groups of customers or individuals include: 1. “Push” strategies that reside on the company’s Web and e- mail servers, and 2. “Pull” strategies that are initiated by Internet users.
  33. 33. Continued…Company-Side Tools(Push) Client-Side Tools(Pull) Cookies Agents Web log analysis Experiential marketing Data mining Individualized Web portals Real-time profiling Wireless data services Collaborative filtering Web forms Outgoing e-mail FAX-on-demand Chats and Bulletin Boards Incoming e-mail iPOS terminals
  34. 34. Company-Side Tools(Push) Company-Side Description Tools(Push)Cookies small files written to the user’s hard drive after visiting a Web site.Web log analysis Every time a user accesses a Web site, the visit is recorded in the Web server’s log file.Data mining the extraction of hidden predictive information in large databases through statistical analysis.Real-time profiling special software tracks a user’s movements through a Web site, then compiles and reports on the data at a moment’s notice.Collaborating gathers opinions of like-minded users and returns those opinionsfiltering to the individual in real-time.Outgoing e-mail Marketers use e-mail databases to build relationships by keeping in touch with useful and timely information. E-mail can be sent to individuals or sent en masse using list.Chats & Bulletin listen to users and build community by providing a space for userboard conversation on the Web siteiPOS terminals located on a retailer’s counter, and used to capture data and present targeted communication.
  35. 35. Client-Side Tools(Pull)Client-Side Tools(Pull) DescriptionAgents perform functions on behalf of the user.Experiential marketing gets the consumer involved in the product to create a memorable experience, offline or online.Individualized Web Personalized Web pages users easily configure at Webportals sitesWireless data services portals send data to customer cell phones, pagers, & PDAs.Web forms form on a Web page that has designated places for the user to type information for submission.FAX-on-demand customers telephone a firm, listen to an automated voice menu, and select options to request a FAX be sent .Incoming e-mail E-mail queries, complaints, or compliments initiated by customers or prospects comprise incoming e-mail
  36. 36. CRM Metrics Metrics are used to assess the Internet’s value in delivering CRM performance especially the contribution of each CRM tactic to ROI, cost savings, revenues, and customer satisfaction. All e-marketing performance measures assess specific tactics from different perspectives, the choice of the metrics depend on the firm’s goals and strategies.
  37. 37. CRM Metrics By Customer Life Cycle StageTarget Recency, frequency, monetary analysis (RFM)—identifies high value customers. Share of customer spending: proportion of revenues from high-value customers as compared to low- value customers.Acquire New customer acquisition cost (CAC). Number of new customers referred from partner sites. Campaign response—click throughs, conversions, and more. Rate of customer recovery—proportion of customers who drop away that firm can lure using offers.Transact Prospect conversion rate—percent of visitors to site that buy. Customer cross sell rate from online to offline, and reverse. Services sold to partners. Sales of a firm’s products on partner Web sites. Average order value (AOV)—dollar sales divided by the number of orders for any given period. Referral revenue—dollars in sales from customers referred to the firm by current customers Sales leads from Internet to closure ratio
  38. 38. Continued…Service Customer satisfaction ratings over time (see Cisco opening story). Time to answer incoming e-mail from customers. Number of complaints.Retain Customer attrition rate—proportion who don’t repurchase in a set time period. Percentage of customer retention—proportion of customers who repeat purchase.Grow Lifetime value: Net present value of the revenue stream for any particular customer over a number of years. AOV over time—increase or decrease. Average annual sales growth for repeat customers over time. Loyalty program effectiveness—sales increase over time. Number of low value customer moved to high value.
  39. 39. Thank You ForBeing with Us

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