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H crm
 

H crm

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Very nice book and i readed it and make a presentation

Very nice book and i readed it and make a presentation

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    H crm H crm Presentation Transcript

    •  
    • WHAT IS HCRM
      • H-CRM =
        • HRM (Human response management) + CRM (customer Relationship management)
      • HRM by S.K.Chakroborty of IIM- Kolkata :-
        • Human beings are the only resource that can respond.
      • General thinking is “it is a Database marketing (Management) system.
      • It enables one to treat different customers differently
          • Exa-Airtel
      • That’s why majority product/ service provider ignore people (customer) that’s why H-CRM is important which connect human with CRM because
      • customers don’t just want to be marketed to, they want to be well served.
    • TRADITIONAL COMPANY
      • Management
      • Employee
      • (Who report to management and make them happy)
    • SMART COMPANY Customers Employees Management Provide as good as possible service and make them happy Provide good environment
    • SMART COMPANY
      • Customer is a boss
      • Management provides infrastructure and congenial environment to employees so they make customer happy.
    •  
    • DEVELOP LIFELONG RELATIONSHIPS WITH CUSTOMERS
      • Sale increase
      • Market share increase
      • reduce marketing expenses (Retention is far less cost consuming then bringing new customers)
      • word of mouth publicity
      • one customer can buy more than one product.
    • DEVELOP LIFELONG RELATIONSHIPS WITH EMPLOYEES
      • Productivity increase, he gains expertise in his work
      • Customer satisfaction level increase.
      • Training cost reduce
      • Recruitment cost reduce
      • All customers are not same (30% customers give you 70% of your business)
      • All employees are not same (super performers, good and average performers)
      • Motivate customers for loyalty
      • Motivate employees for loyalty
      • Only a leader can retain people (Be a leader and not just a CEO) Exa:- S.R. Rai converted India’s dirtiest city in cleanest city by changing attitude.
    • IDENTIFY YOUR CORE VALUE
      • Skills vs. values:- which is stronger? Exa:- lord rama and his team of monkeys (skill weak value strong)
      • Just core values are not enough:-
        • Dream of everything best you can do for your company.
        • 87% person on earth don’t have a dream in life,10% have goal and 3% write it and they are the most wealthy and successful persons on earth.
      • What kinds of core values are desirable?
        • Which will attract people to you are the ones which are required.
      • Unselfishness:-
        • It pay you lot but people don’t have a patience to practice it.Exa:- less then 3 star hotel in surat offer lemon juice even to a postman
    • IMPORTANT CONCEPTS
      • Value= Benefits received – Benefits expected
      • Value must be >0
      • Transactional value:-
        • Transactional value= Purchase amount
        • Transactional value= 500 ` 1st visit
        • Transactional value= 700 ` repeat visit
      • Lifetime value= average annual purchase amount x Average active purchasing years
        • Monthly purchase = 1500
        • Annual purchase = 18,000
        • Purchase period = 20 years (20 to 40)
        • Lifetime value= 18000 x 20 years = 3,60,000
      • Relationship Value:-
        • Lifetime value of customer + lifetime value of referrals = lifetime value x (1 + No. of referrals)
        • Recommend 3 friends:-
        • Relationship value:- ` 3,60,000 x (1 + 3) = 14,40,000 `
      • Company value:-
        • Number of active customer x Avg. relationship value
        • Active customers= 100
        • Company value= 100 x 14,40,000 = 14.4 cr.
    • FROM PRODUCT TO EXPERIENCE
      • Good core products
      • Treatment during pre – sale negotiation
      • Accurate and hassle free documentation
      • Timely delivery of product in good condition
      • After sales services Exa:- car show room
      • Experience = product + service
      • Customer get package not only product
        • Exa:- car with all accessories.
    •  
    • DELIVERING QUALITY CUSTOMER SERVICE
      • Customer service is everyone’s job in the organization
      • Look professional and customer savvy
      • Be visible:-
        • why we are here what we can provide or intend to provide in future.
      • Make your systems simple and customer friendly:-
      • all communication with customers should be precise clear and without ambiguity
      • provide customized service:-
        • Exa:- repeat visit of customer to hotel and got offer call for toast and tea without sugar.
      • Make your service center highly professional
        • Never indulge in excuses for delay in attending to customers complaint
        • You can charge premium by delivering quality service.
      • Set internal standards for customer service
      • Be innovative:- (Exa:- Hotel gifts under the pillows).
      • Empower your employees:-
        • Exa:- citi bank india “if he calls you with a problem, will you fix it? Every Citibank customer is an important customer, the buck stops with you”
      • Complaint:-
        • 96% of dissatisfied customers never complain. They just go a way never to come back.
    • DELIGHTED CUSTOMER
      • Delighted customer = satisfied customer
      • + an extra smile to acknowledge the customer
      • + an extra greeting to welcome the customer
      • + an extra minute of your time to guide the customer
      • + an extra quality check to ensure that the customer gets the right product
      • + an extra anything that the customer did not expect.
    • COMPONENT TWO DEVELOPING ‘RIGHT’ SYSTEMS
      • Systems of two type
        • Company – friendly systems
        • Customer – friendly systems
    • CUSTOMER FEED BACK MAY REVEAL WEAKNESSES
      • Inordinate delay during pre – sale negotiation and order processing
      • Poor order tracking
      • Poor packaging
      • Poor product quality
      • Delay in delivery
      • Inaccurate documentation and invoicing
      • Poor after – sales service
      • Poor complaint handling. Etc…
    • EMPLOYEE FEEDBACK
      • Work culture
      • Compensation
      • Growth
      • Empowerment
      • Job content
      • Work life balance, etc…
      • Feed back, systems and training are the three mantras that will together enable any company to satisfy its customers and employees consistently
      • Creating customer loyalty
    • CUSTOMER LOYALTY MODEL
    • CUSTOMER LOYALTY MODEL
      • Step one:- Appraise your customers
        • Know your customers
        • Segment your customers based on value
      • Step two:- Reward your customers
        • Reward type:-
          • B – club programs:-
            • Promote the program through different media
            • Member sheep for key customers (pantaloons)
            • Proper member registration form which will give you all time relevant personal details
            • Point level system
      • Whom you are rewarding
    • STEP THREE:- CAMPAIGN TO YOUR CUSTOMERS
      • To increase business through cross selling/ customized offers
        • You need to decide
          • The right offer
          • To the right person
          • At the right time
          • Through the right media
      • To increase business out of the existing customers by using the power of word-of-mouth
      • To build emotional bonds
        • Welcome message
        • Hello message
        • Thank you message
        • Message for delighted customers
        • Sorry message
        • Feedback acknowledgement message
        • Product launch message
        • Birth day message
        • Anniversary message
        • Recognition message
        • Invitation message.
      • Campaign media :-
        • Letters/ mailers
        • Internet (E-Mail)
        • Telephone (call center)
        • SMS/MMS
        • Reception (Staff)
          • The media mix will depend on following factors
        • Budget allocation
      • Customer class
    • CREATING EMPLOYEE LOYALTY
      • Step one:-
        • Appraise your employees
          • Know your employee
          • Segment the employee:-
            • Gold
            • Silver
            • bronze
      • Key personality traits
        • attitude
        • skill/ ability
        • knowledge
        • efficiency
        • discipline
        • team – working ability
        • enthusiasm
        • friendliness / helpfulness
    • STEP TWO:- REWARD YOUR EMPLOYEES
      • Social reward:-
        • Public praise
        • Paid leave
        • Performance certificates
        • (will be handed over periodically)
      • Financial reward:-
        • Incentives
        • Bonus
        • Annual increment
        • Employee stock option plan (ESOP)
      • Structural reward:-
        • Promotion
        • Additional responsibilities
    • STEP THREE:- CAMPAIGN FOR YOUR EMPLOYEES
      • Welcome message
      • Hello message
      • Feedback acknowledgement message
      • New development message
      • Birthday message
      • Anniversary message
      • Invitation message
        • Exa:- Birth day wish, or anniversary gift
    • ROLE OF TECHNOLOGY
      • Data ware housing:-
        • Collection and storage of data
        • Data mining:- use of this data to generate meaningful information
          • Which required two component
            • Database management system to collect data
            • Application software to work on the data stored
    • ROLE OF LEADER
      • Ethical
      • Stick with values
      • Make decisions regarding the mission, strategy, and operations of group activities.
      • How the day-to-day activities of your company help you and your employees achieve your vision?
      • Reflect on where the company's been?
      • Communication style is most important
      • Provide ideas to entrepreneurs so they follow industry trends and stay ahead of the curve
      • Distinguish yourself from the competition?
    •