2. MEANING OF CUSTOMER
• An individual or business that purchases the
goods or services produced by a business. The
customer is the end goal of businesses, since
it is the customer who pays for supply and
creates demand
3. WHAT IS CRM?
IS IT…
• A Strategy
• A Process
• A software
• A philosophy
• A Project
• A Programmer
• A Buzzword
• Call Center Support
4. DEFINITIONS
• DEF BY Gartner
“ CRM as a business strategy designed to
optimize profitability, revenue and customer
satisfaction”
• DEF by PWC CONSULTING
“ CRM is a business strategy that aims to
understand , manage and personalize the
needs of an organization’s current and
potential customers”
5. Features of CRM
• Customers Needs- An organization can never assume what actually a customer
needs. Hence it is extremely important to interview a customer about all the likes
and dislikes so that the actual needs can be ascertained and prioritized.
• Customers Response- Customer response is the reaction by the organization to the
queries and activities of the customer.
• Customer Satisfaction- Customer satisfaction is the measure of how the needs and
responses are collaborated and delivered to excel customer expectation.
• Customer Loyalty- To continue the customer loyalty the most important aspect an
organization should focus on is customer satisfaction. Hence, customer loyalty is an
influencing aspect of CRM and is always crucial for business success.
• Customer Retention- Customer retention is a strategic process to keep or retain
the existing customers and not letting them to diverge or defect to other suppliers
or organization for business. More is the possibility to retain customers the more is
the probability of net growth of business.
• Customer Complaints- it is essential for management to have predefined set of
process in CRM to deal with these complaints and efficiently resolve it in no time.
• Customer Service- In an organization Customer Service is the process of delivering
information and services regarding all the products and brands. Customer
satisfaction depends on quality of service provided to him by the supplier.
6. Types of CRM
• Proactive versus Reactive CRM
• Operational, Collaborative and Analytical CRM
