Visit my website for more such presentations for free https://www.davismohan.wordpress.com A brief look at 1. what is Customer Relationship Management 2. What are the different types of Customer Relationship Management 3. What are the advantages and disadvantages of CRM

1. CUSTOMER RELATIONSHIP
MANAGEMENT
D a v i s M o h a n

2. CUSTOMER RELATIONSHIP MANAGEMENT
DEFINITIONS
• A narrow perspective of CRM is database marketing emphasizing the promotional aspects of
marketing linked to database efforts (Bickert 1992).
• To consider CRM only as customer retention in which a variety of after marketing tactics is
used for customer bonding or staying in touch after sale is made (Vavra 1992).
• To focus on individual or one to one relationships with customers that integrate database
knowledge with a long-term customer retention and growth strategy (Peppers & Rogers
1993)
• An integrated effort to identify, maintain and build up a network with the individual
consumers and to continuously strengthen the network for the mutual benefit of both sides
through interactive, individualized and value added contacts over a period of time (Shani &
Chalsani 1992)

3. MEANING OF
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.

4. 1 2 3 4
TYPES OF
CRM
ANALYTICAL CRM OPERATIONAL
CRM
STRATEGIC CRM COLLABORATIVE
CRM
• Collect customer related
information
• Business analytics
• Data mining
• Ex: Google
• Marketing campaign
management
• Multi channel integration
• Ex: Mc Donald’s
• Customers reaction to the
product
• Annual customer surveys
• Ex: Amazon
• Linking payment portal,
SCM, ERP, communications
etc

5. CUSTOMER RELATIONSHIP
MANAGEMENT
ADVANTAGES
• Helps to manage customer data with
efficient customer tracker, sales calls etc
• Manage data base
• Getting data centralized
• Builds long lasting relationships
• Helps in business strategy improvement
CUSTOMER RELATIONSHIP
MANAGEMENT
DISADVANTAGES
• Transition from a manual process to
automatic will create a few process
related issues initially
• Cyber security will be a mater of
concern while going online.

6. THANK YOU