TYPES OF CRM:- 1.OPERATIONAL 2. ANALYTICAL 1+2 =CAMPAIGN MGMT
From marketing aspect, CRM is defined by as a combination of business process and technology that seeks to understand a company’s customers from the perspective of who they are, what they do, and what they are like.
FEATURES OF CRM
Front office operations Back office operations
Business relationships Analysis
These can be differentiated in following 4 parts :-
Nestle's relationship with India started in1912, when it began trading as The Nestle Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market.
Nestle is the world's largest and most diversified food company.
It has around 2,50,000 employees worldwide, operated 500 factories in approximately 100 countries and offers over 8,000 products to millions of consumers universally.
Some of the famous brands of Nestle are NESCAFE, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE, MILKMAID, NESTEA, NESTLE Milk, NESTLE SLIM Milk, NESTLE Fresh 'n' Natural Dahi and NESTLE Jeera Raita
NESTLE and CRM
CRM OBJECTIVE - NESTLE
Building a Relationship….
Customer Relations Marketing means deepening the relationship with consumers, which involves extra effort in talking to and listening to them regularly.
Getting Feedback The Nestlé Care Center is an important channel in the dialogue with consumers to welcome feedback. In attending to product complaints, Nestlé’s protocol includes visits by field representatives to consumers’ homes, and laboratory analysis of the products concerned .
Nestle Embraces Loyalty Scheme to Reach Buyers Nestle Food Services and Young's Bluecrest have adopted a CRM programmer designed to help them get closer to customers in the catering trade. Foodservice Rewards is a loyalty programmer that allows manufacturers to collect data on businesses.
NESTLE DIVISIONS OF CRM Transaction Processing System Process Control Systems Enterprise Collaboration Systems
Transaction Processing System
In this segment Nestle process data resulting from business transactions, update operational databases, and produce business documents. Like they use TPS in sales & inventory processing and accounting systems. And Nestle use this system to find out the Point-of-Sales or Sales Data from all over its subsidiaries.
Process Control Systems
Nestle use PCS as production control system. Nestle use this system in its food department. They use electronic sensors linked to computers to continuous monitor food material processes & made instant (real time) adjustments.
Enterprise Collaboration Systems
In this segment Nestle considering Team & Workgroup Collaboration within and outside the boundaries of the organization. Like e-mail, chat, videoconferencing groupware systems. For example knowledge workers in a project team may use e-mail to send and receive electronic messages.
BENEFITS FOR NESTLE-IN USING CRM- DIAGRAMATIC VIEW
A major benefit can be the development of better relations with your existing customers.
which can lead to :
increased sales through better timing due to anticipating needs based on historic trends.
identifying needs more effectively by understanding specific customer requirements.
cross-selling of other products by highlighting and suggesting alternatives or enhancements.
identifying which of your customers are profitable and which are not.
WHICH CAN FURTHER LEAD TO :-
Effective targeted marketing communications aimed specifically at customer needs
A more personal approach and the development of new or improved products and services in order to win more business in the future
WHICH WOULD ULTIMATELY LEAD TO..
Enhanced customer satisfaction and retention, ensuring that your good reputation in the marketplace continues to grow.
Increased value from your existing customers and reduced cost associated with supporting and servicing them, increasing your overall efficiency and reducing total cost of sales.
Improved profitability by focusing on the most profitable customers and dealing with the unprofitable in more cost effective ways.