Crm strategy of call centrePresentation Transcript
BY; GROUP -5
What is CRM?
Customer Relationship Management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
CRM is a management approach a model that puts a customer at the core of a company processes and practices.
CRM leverages cutting edge technology integrated strategic planning up-close and personal marketing techniques and Organization development tools to build internal external relationships that increase profit margins and productivity within a company.
Need For CRM To meet the changing expectations of customer due to: (a) social and demographic factors. (b) economic situations. (c) educational standards. (d) competitors product
Call Centers Phenomenal Success - CRM Plays a Part! Typically a call center is a place that encourages customers to make calls in order to facilitate their easy usage of the product/service offered by the organization. All calls from customers regarding their queries, problems, suggestions are entertained. It consists of a group of personnel that are specifically trained in handling inbound and outbound customer calls thus catering to customer service needs. Call center services include:
A call center has the immense capacity to handle huge amounts of calls at all times. Generally qualified personnel who are imminently capable of dealing with the call in the right manner, handle them. All calls are monitored and logged and used for future reference.
CRM (Customer Relationship Management ) being the customer centered strategy of the decade and finding its roots in customer satisfaction and customer focus, has startedto play a very prominent role in the call center sector. How has it achieved this? Call centers are finding that implementing this strategy brings them vast benefits. For example the high potential that call center CRM software has in collecting vital customer data and storing it. This data is entirely essential to the call center and is utilized in its day today activities. It helps them possess a clearer view of the customer being handled and enables them to give the right answers to customer queries, problems etc. Knowing the customer, his preferences, his purchase history etc all contribute significantly to the of the customer.
What Benefits can CRM offer the Call Center Sector? Call center CRM software benefits the call center through its provision and storage of valuable customer data , increased automation, visible reduction in call center costs and its potential to boost customer service levels thereby increasing productivity and customer satisfaction. It helps in assisting call centers with shorter call durations, reduction in holding time and the decrease of misrouted calls. Since the need for CRM is of extreme importance in the call center spectrum, CRM provides the call center with a complete and accurate picture of the customer. CRM enables the appropriate and most productive usage ofcustomer information thereby helping to build better relationships with customers. CRM provides the call center professional with valuable customer data providing him with a information about the customers history and before he makes a call. He is thus in a position to know and understand the customer preferences providing added information to the sales industry sector. It enables customer databases to be kept up to date at all times.
CRM enables call center employees perform their duties easily and with less strain on account of its user friendly attributes. Less training is required as well. CRM enables call centers to assess their client s requirements and accordingly provide them with what they actually require. CRM also enables call center professionals and managers to prepare their reports speedily and with clarity
CRM Components CRM’s can be broken down into three key components. Front Office Operations (sales, marketing, service etc) Interaction With Customers (email, letters, phone, meetings, fax etc) Enhance Company Relationship with Customer
Evolution Of CRM
NEED OF e-CRM
Due to the introduction of new technology
To satisfy the customers at global level.
(Sometimes customer itself prefer to do online purchasing.)
Basically e-CRM is concerned with attracting & keeping economically valuable customers & eliminating less profitable ones.
Difference Between CRM And e-CRM
Process of e-CRM
Benefits Of e-CRM
Improvement in overall quality of customer experience
More effective marketing.
Improved customer service and support.
Greater efficiency and cost reduction.
Increased customer loyalty. (time frame)
Huge money is required to implement ECRM.
Highly knowledge requiring process.
Results are not according to expectations.
Sales and Marketing are reluctant to adopt new automated CRM system.
Determinants Of Customer Added Value Image Value Product Value Services Value Total customer value Customer delivered value Monetary Price Time cost Energy cost Total customer cost
Power of CRM with Call Center Customer Facing: Sales, service, and marketing activities Sales. Process-focused: Workflow drives consistent execution Team-oriented: Collaborate with others inside and outside of the organization