Crm A Vehicle Care Service Case Study

Customer Relationship Management
Expanding the Customer Share in CleanCars
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Group Members
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V. Dinusha
S. Saatviga
S.Y.Y.D. Wickramasinghe
K.T. Wickramasooriya
D. Wijethilake

Contents
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Introduction
CRM for Clean Cars
Rationale
Improved Customer Orientation
Project Plan
Operational CRM
Sales
Marketing
Customer Service
Reports
Benefits
Conclusion
Reference

Introduction
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CleanCars
Sri Lankan Company setup in 2005
Experience scientific and professional vehicle care
10 Branches  5 in Colombo & 5 in Outstation
Staff
Communication
Email & Fax
SMS & Voice

Introduction cont.
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Customer Attraction
Preventive Maintenance System
Total Cleaning of Exterior & Interior
Customer Segmentation
CorporateCleanCar+
CleanCar+Gold
CleanCar+Silver
CleanCar+Bronz
Services Offered
Vehicle Care Services
Quick Detailing, Interior Detailing, Exterior Detailing, Leather Care, Fabric Guard, Odor Removal, Window Tint &3M Customized Car Matting
Preventive Maintenance
Servicing/ Maintenance & Wheel Alignment

CRM for CleanCars
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Rationale
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CRM
Acquire, Retain & Partner  Selective Customers
Superior Value  Company & the Customer
Encompass  Sales, Marketing and Service functions
CRM in Automotive Industry
Expert Viewpoint
Vehicles  Highly personalized commodities
Companies need to track customer preferences
Competitive Edge  Match expected with actual service offerings
CRM for CleanCars
Empower Employees  Uniform Service in all branches
Customer Analysis
Cross Selling & Up Selling
Proactive Business

Improved Customer Orientation
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Philosophical Endeavor
Product Centricity  Customer Centricity
Tailored Services  Individual/Segmented Customers
Primed Best Practices
Manage & Integrate
Holistic Approach  Sales, Marketing & Service Processes
Technology Utilization
Automation & Integration
Collaborate Stakeholders + Uniformity  Centralized Data Repository
Channel Management
Uniform yet Personalized Content across Multiple Communication Modes
Hassel Free transactions
Feedback Management  Improved Customer Service

Project Plan
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Operational CRM
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Sales Force Automation
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Account Management
Contact Management
Sales Process Management
Activity Management
Sales and Territory Management
Lead Management
Opportunity Management

Account Management
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Account Info
Address Info
Description Info
Contacts
Potentials
Quotes
Sales Order
Invoice
Activities
Email
Activity History
Attachments
Trouble Tickets
Services
Events & To-Dos

Contact Management
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Contact Info
Cus. Potential Info
Address Info
Image Info
Description Info
Potentials
Activities
Email
Trouble Tickets
Quotes
PO, SO
Services
Activity History
Attachments
Campaigns
Events & To-Dos

Sales Process / Activity Management
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Events:
Event Info
Event Start
Available Users
Invite
Remind
Repeat
Related To
To-Do:
Task Info
Time & Date
Due Date
Notification
Related To

Sales & Territory Management
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Sales Order Info
Address Info
Terms & Conditions
Description Info
Service Details
Activities
Attachments
Invoice
Activity History
SO Status History

Lead Management
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Lead Info
Address Info
Description Info
Activities
Email
Activity History
Attachments
Services
Campaigns

Opportunity Management
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Potential Info
Description Info
Activities
Contacts
Services
Sales Stage History
Attachments
Quotes
Sales Order
Activity History

Marketing Automation
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Campaign Management
Direct Marketing
Telemarketing
Loyalty & Retention Programs
Cross-Selling & Up-Selling
Target Marketing

Campaign Management
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Campaign Life Cycle:Tasks, Activities, Material & Budget
Enhance Brand Value:Teams & BU
Familiar UI
Track Responses
Monitor Results: ROI/Rate/Cost

Direct Marketing
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Targeted Web Marketing:
Online Incentives Web Advertising Marketing Networks
Email Direct Marketing
Buying Behavior:
eBusiness ?
Profiling Personalization Segmentation
Cross-Selling
Up-Selling

Telemarketing
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Single Connection Solution
TM Projects
Telemarketers & TM Teams
TM Queues
Distribute Queues

Telemarketing cont.
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Efficient Call Exec
Call Logs
Reporting Dashboard:
TM Productivity/day
Queued
Productivity/
Project
Telemarketer
Performance /Active Queues

Loyalty & Retention
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Points Program
Gifted Cards Program
Event Based Program
Earn Money for Event

Loyalty & Retention cont.
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Adding / Importing Customer for Retention Program
Reward Level & Promotions

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Cross-Selling & Up-Selling
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Reward Customers:
No of same/ different services obtained
Buy X Services and Get 1 Free:
3 car washes until you get next wash in your place
3 windows tinted until you get the Next one for free
3 exterior detailing until you get an interior detailing service for free

Target Marketing
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Tailoring:
One/More Segments identified by Marketing Segmentation
Mail:
Offers/Retention Program details according to the loyal groups

Target Marketing cont.
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Sources of Referrals

Customer Service and Support
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Customer service and support case management with CleanCars CRM helps them effectively optimize service resources and frontline service representatives to dramatically increase productivity and improve customer satisfaction.
Gain visibility into team performance to guide resources
Provide service staff with the tools they need to efficiently help customers
Reduce workloads with automated processes and self-service
Maximize customer satisfaction by keeping the lines of communication open and efficient

Customer Complaint Management
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Ticket Info
Description Info
Solution Info
Comment Info
Activities
Attachments
Activity History
Ticket History

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Can be filtered according to the Selected Time Start Date
End Date

Appointment Management
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Calendar:
Day/Week/Month/Year
Call/Meeting/To-Do
Can be filtered according to the selected time, start date and end date

Reports
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Sales Reports
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Sales Reports cont.
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Sales Reports cont.
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Marketing Reports
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Campaign Expectations & Actuals

Marketing Reports cont.
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Calendar Events & To-Dos Report

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TelemarketerProductivityReport

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Transaction Audit Report on All Retention Programs

Customer Service Reports
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Appoint Management

Benefits
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Development of better relationships with their existingcustomers
Increase sales
Identify the customer needs more effectively
Cross-selling of other products
Identify the best customers
Enhance customer satisfaction and retention
Identify newprospects
Increase the values and reduce the cost  Improve profit
Access one centralized database
Useful to acquire the complete view of all customer interactions and their most crucial needs
Can identify appropriate communication methods
Summarized Reports
Recognize the business situation
Identify sales and marketing patterns

Conclusion
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Reference
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http://www.comparecrm.com/crm/show-crm-vendors.php
http://www.comparecrm.com/crm/crm-vendor-recommendations.php
http://www.avidian.com/CRM/crm-implementation.aspx
http://www.microsoft.com/australia/dynamics/crm/using/12/implementationprovenprocess.mspx
http://searchcrm.techtarget.com/news/article/0,289142,sid11_gci1237067,00.html
http://www.crmblogguy.com/crmsuccess.htm
http://hosteddocs.ittoolbox.com/SK050605.pdf
http://www.crmblogguy.com/crmsuccess.htm
https://www.scanandgorewards.com/admin.php
http://searchcrm.techtarget.com/dictionary/definition/what-is-customer-service-and-support.html
http://www.maximizer.com/solutions/maxcrm/css/index.html

THANK you !
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