1. CRM IN SERVICES
CRM in Hospitality
Service providers in the hospitality
industry need to cultivate long-term
relationship with the customers. Retain
the customers and make them visit
regularly. Exceeding the customer
expectations and delighting them.
CRM programmes –rewards,
membership programmes, keeping in
touch with regular customers, referrals.

2. CRM in financial services
Banks
• first define the customer relationship .
• Classification of customer by transaction values
,volumes, channel used ,products and services
used .
• All employees have to be trained for relationship
marketing.
• Policy of rewarding loyal customers.
• Improving service quality .

3. CRM in B2B commerce
• Business markets face complex decision –making
process in order to satisfy their customers.
• Close interaction with customers, long selling
cycle ,different set of decision makers and
influencers.
• Fierce competition for the top customers ,rising
customer acquisition costs, maturing markets
,commoditization of many products and services
through e-commerce and lower vendor switching
cost have forced vendors to focus on building
loyalty with the customers.

4. Strategies in B2B
• Focus on key customers, build strong relationship.
• Generate customer satisfaction
• Anticipate the customer needs
• Build closer ties with customer by integrating
their systems.
• Creating a value perception for the customer.
• Customer value management by understanding
value, creating value and delivering value.

5. CRM in pharmaceuticals
• 1. The CRM communications have to be fully approved by FDA and the fulfilment
requirements have to be strictly followed, implying the following:
• No over selling of the benefits, services, efficacy, or under selling of toxicity due to
the products
• There are no differences between the patient information that is part of the
medication package and the communications that come out in every little bit that
are part of CRM implementation
• 2. Privacy and confidentiality are foremost business rules the companies have to
uphold in terms of whatever the data companies collect, however they use the
data, and however they share the data with any one for any legitimate purposes.
• 3. Any reward or points mechanism and resulting CRM communications strategy,
content, relevance, and frequency can not discriminate any sub population
because their ROI metrics are not favourable to the company. Though this may
look like a standard best practice every company has to follow, it becomes more
important and absolute necessity because it affects the health needs of an
individual.