2. What is Customer Relationship Management?
❖ Refers to
➢ practices
➢ strategies
➢ technologies
■ That businesses use to
● manage
● analyze
◆ Customers to
➢ improve customer relationships
➢ hopefully create repeat customers.
3. Why is CRM important?
❖ EXTREMELY important to businesses!
➢ Better relationships mean
■ Easier to conduct business
■ Easier to make money
4. Methods of improving CRM
❖ Ensure that the CRM software is easy for internal customers to use
❖ Train all internal customers on how to use CRM
❖ Take note of customer behavior throughout sale cycle
➢ This means phone calls, their research, their social media usage, and how they are enjoying the
product/service
❖ Make usage of social media
❖ Always be on the lookout for ways to improve!
5. Big Businesses
❖ Many big businesses utilize Customer Relationship Management
➢ Why?
■ Helps to keep in touch with customers
■ Helps build a good reputation
■ Helps create repeat customers
■ Helps businesses grow
➢ Who?
■ Advance to the next slide to find out
6. Apple
❖ Apple has mastered the art of “hyping-up” their latest
products
➢ When Apple releases a new product, they stand of stage and speak of the
amazing new features it has to offer, while recording it for their customers
to watch
❖ Reliable help
➢ Apple’s Genius Bar is always patient and understanding with customers
when they need help
➢ They also offer tutorials for those who may be a bit confused by Apple
products
❖ Easy to use
➢ Apple products are fairly easy to navigate, even for those who are not
technologically savvy.
7. Kentucky Fried Chicken (KFC)
❖ Offers Free WiFi
➢ KFC recognizes that customers today like to stay connected, so they
have put free WiFi in their restaurants across the nation
❖ Loyalty
➢ Joining KFC’s mobile “Colonel’s Club” gives diners free rewards, helps
them locate the nearest store, and gives KFC an easy way to complete
targeted marketing
➢ Loyalty programs help create loyal repeat customers
❖ Same taste
➢ Customers know that no matter where they are, they can be sure to get
the same great-tasting chicken at any KFC in the United States
8. Coca-Cola
❖ Reputation
➢ Coca-Cola has been around for decades, making it a household name
➢ Customers can rely on coke to keep having the same refreshing taste
❖ Advertising
➢ Coca-Cola ensures that people know it’s name but creating memorable
advertisements (ex. Coca-Cola polar bears...I know you’re picturing it in your
head!)
❖ Adaptable
➢ Coca-Cola has been around for such a long time, it needs to ensure it is
keeping up with the times
➢ They’ve successfully advertised throughout many different time periods, and
have now mastered the usage of a social media presence
9. Customer Relationship Management: Recap
❖ CRM is important for businesses today
➢ Especially when many other businesses utilize CRM, nearly all businesses need to implement
this to keep up and stay relevant
➢ Social media is important to so many customers, spreading the word about a business on social
media is very crucial
➢ Customers like to feel important, and CRM gets this job done
❖ Many big businesses utilize it
➢ As we’ve seen, major corporations like Apple, KFC, and Coca-Cola have implemented CRM into
their marketing strategies
10. Sources
“What Is CRM (Customer Relationship Management) ? - Definition from WhatIs.com.” SearchCRM,
xxxxxsearchcrm.techtarget.com/definition/CRM.
Boone, Louis E. Contemporary Marketing. Cengage Learning, 2015.
“Customer Relationship Management.” Info-Entrepreneurs, www.infoentrepreneurs.org/en/guides/customer-
relationship-management/.
Schiff, Jennifer Lonoff. “9 Ways to Improve Your Company's CRM System.” CIO, CIO, 19 May 2014,
xxxxxwww.cio.com/article/2376209/software/enterprise-software-9-ways-to-improve-your-company-s-crm-
system.htxml.
“Big Brand CRM Case Studies.” Expert Market, www.expertmarket.co.uk/crm-systems/customer-relationship-
management-case-studies.
