CRM Strategy and CRM Building Blocks

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In this presentation, we will introduce you to the concept and strategies of CRM and how CRM helps an organization to discover new business opportunities, helps to grow and differentiate itself in the marketplace.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
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CRM Strategy and CRM Building Blocks

  1. 1. Chapter 2 CRM Strategy and CRM Building BlocksCustomer Relationship Management CRM Strategy and CRM Building Blocks
  2. 2. Objectives Operational excellence can be redefined Competitive agility provided by CRM Strategic framework of CRM How to balance frontline efficiency and effectiveness with the help of CRM Ways of aligning marketing, sales and service with customer in mind How to manage customer experience across touch pointsCustomer Relationship Management CRM Strategy and CRM Building Blocks
  3. 3. Moving customers to the right channel Connecting front office and back office Technology framework for integration How to create a CRM culture among employees Importance of training and coaching frontline employees Making the best use of IT Building blocks of CRM CRM Strategies How to build a customer growth strategyCustomer Relationship Management CRM Strategy and CRM Building Blocks
  4. 4. A Strategic perspective on CRM The strategic perspective of CRM is all about strategies for the success of CRM. Successful companies deal their business around the customer. It is a mission critical element of customer centric business strategy.Customer Relationship Management CRM Strategy and CRM Building Blocks
  5. 5. Driving New Growth More than ever CRM is critical to an organization’s success To stimulate new growth, organizations can gain from CRM CRM can be used to differntiate and discover new business opportunitiesCustomer Relationship Management CRM Strategy and CRM Building Blocks
  6. 6. Operational Excellence Spotlight has shifted to relationships with customers and partners “Best of Breed” has become new catch word Operational excellence means end-to- end organizationCustomer Relationship Management CRM Strategy and CRM Building Blocks
  7. 7. Competitive Agility It is organization’s ability to reinvent itself that ensures its long-term survival and success Coping with constant change and market dynamics, adapting business process rapidly Focus on core competencyCustomer Relationship Management CRM Strategy and CRM Building Blocks
  8. 8. A Strategic Framework for CRM framework Connecting front office and back office, Creating value network with partners, capitalizing customers insight, aligning market sales and service, balancing effectiveness and efficiency, managing customers experience across touchpoint and guiding customers to the right channel.Customer Relationship Management CRM Strategy and CRM Building Blocks
  9. 9. Balancing Frontline Efficiency and Effectiveness Efficiency is the degree to which a business process consumers resources such a s time, finance or human resources Effectiveness is about how well a process accomplished its intended purposeCustomer Relationship Management CRM Strategy and CRM Building Blocks
  10. 10. Aligning Marketing , Sales and service with Customer in Mind Marketing , sales and services are the cornerstones of CRM Conflicting goals and short-term thinking as well as egoism and rivalry lead to problems that can be avoided where there is a shared CRM visionCustomer Relationship Management CRM Strategy and CRM Building Blocks
  11. 11. Managing Customer Experience Across Touch Points Every customer interaction counts and provides an opportunity to add value whether it is face-to-face, online on the phone or via e-mail Customer wants consistency when they interact across multiple touch points.Customer Relationship Management CRM Strategy and CRM Building Blocks
  12. 12. Guiding Customers to RightChannel Successful organizations empower their customers and guide them to the right channel based on customer segments, customer value and interaction type. By guiding customers to right channel customers company can save cost and create true value for the customers.
  13. 13. Creating A Team Culture-Because Employees Matter Training and coaching front line employees Making the most of IT and software as a service Changing employees mindset and empowering them to take necessary action is key
  14. 14. Building Blocks of CRM Vision Strategy Valued customer experience Organizational collaboration Processes Information and technology
  15. 15. CRM Strategies Gartner defines CRM as a business strategy that maximizes profitability, revenue and customer satisfaction by Organizing around customer segment Fostering behavior that satisfies customers Implementing customer centric process.
  16. 16. Creating a CRM Business Strategy Analyze your customer crack CRM and corporate strategies Keep it flexibleCustomer Relationship Management CRM Strategy and CRM Building Blocks
  17. 17. Choice of Right Technology Financial viability and ROI remains the most important factor in selecting a vendor Measure of satisfaction with CRM Companies often measure success either by ROI or by changes in customer satisfaction to justify CRM benefits Implementation of IT is the main component of CRM
  18. 18. Summary CRM strategies offer companies a complete view of their customers across the entire organization. CRM strategy has to create a 360 degree view of the customers CRM results into increased sales and drive ROI

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