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Crm Final2


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Crm Final2

  1. 1. <ul><li>Presentation </li></ul><ul><li>On </li></ul><ul><li>Customer Relationship Management </li></ul>Group E-2: Amit kumar E-06 Laxmikant Gupta E-14 Ratan Mal Lodha E-30 Vidisha Gaur E-58 ASIA PACIFIC INSTITUTE OF MANAGEMENT STUDIES
  2. 2. <ul><li>managing all customer relation </li></ul><ul><li>development and maintenance of mutually beneficial Long-term relationships with strategically significant customers </li></ul><ul><li>Customer relationship management (CRM) is a set of strategies, processes, and associated technology enablers designed to improve the interactions and engagement of customers </li></ul>
  3. 3. <ul><li>Trust </li></ul><ul><li>The willingness to rely on the ability, integrity, and motivation of </li></ul><ul><li>one company to serve the needs of the other company as agreed </li></ul><ul><li>upon implicitly and explicitly. </li></ul><ul><li>Value </li></ul><ul><li>The ability of a selling organisation to satisfy the needs of the </li></ul><ul><li>customer at a comparatively lower cost or higher benefit than </li></ul><ul><li>that offered by competitors and measured in monetary, </li></ul><ul><li>temporal, functional and psychological terms. </li></ul>
  4. 4. <ul><li>Loyal customers are the source of most </li></ul><ul><li>Relatively small percentage of customers may generate most of the profits </li></ul><ul><li>Grows the customer base </li></ul><ul><li>It costs six times more to sell to new customer than to sell to an existing one. </li></ul><ul><li>By increasing the customer retention rate by 5%, profits could increase by by 85% </li></ul>
  5. 5. <ul><li>The Pre-relationship Stage </li></ul><ul><li>The Early Stage   </li></ul><ul><li>The Development Stage </li></ul><ul><li>The Long-term Stage   </li></ul><ul><li>The Final Stage </li></ul>
  6. 7. <ul><li>Direct functions (are the basic requirements of a company that are </li></ul><ul><li>necessary to survive in the competitive marketplace) </li></ul><ul><li>Profit; </li></ul><ul><li>Volume; and </li></ul><ul><li>Safeguard </li></ul><ul><li>Indirect functions (are the actions necessary to convince the </li></ul><ul><li>customer to participate in various marketing activities). </li></ul><ul><li>Innovation: </li></ul><ul><li>Market; </li></ul><ul><li>Scout: and </li></ul><ul><li>Access. </li></ul>
  7. 8. <ul><li>Mass marketing (1 to many interaction)   </li></ul><ul><li>Target marketing (1 to target group interaction) </li></ul><ul><li>Customer relationship marketing (1 to 1 interaction) </li></ul>
  8. 9. <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Principle 1 : By knowing more about the customer value and anticipating relationship needs. </li></ul><ul><li>  </li></ul><ul><li>Principle 2 : Consolidate and make available all customer interaction information from all channels/touchpoints </li></ul><ul><li>  </li></ul><ul><li>Principle 3 : Develop a customer centric infrastructure. </li></ul><ul><li>  </li></ul><ul><li>Principle 4 : Assign dedicated people, process and technology resources to achieve profitable results </li></ul>
  9. 10. <ul><li>Direct </li></ul><ul><li>Online (Internet) </li></ul><ul><li>Call Center (via Phone/FAX/Email etc) </li></ul>Communication Channel / CRM Module Direct Internet Call Center Marketing Online Marketing Web Marketing Tele Marketing Sales Web Shop Tele Sales Service Online Service Customer Self Service Portal Tele Service
  10. 11. <ul><li>Internet can be used for a more better experience </li></ul><ul><li>Customers can get more and more information online </li></ul><ul><li>Increased customer service (e.g. ordering) </li></ul><ul><li>Turnaround for customer problems </li></ul><ul><li>More customer suggestions </li></ul><ul><li>Customers can be fairly, easily online </li></ul><ul><li>BUT, it’s another channel and to manage </li></ul>
  11. 12. <ul><li>3 previous applications: </li></ul><ul><li>Sales Force Automation </li></ul><ul><li>Customer Service </li></ul><ul><li>Database Marketing (from direct marketing) </li></ul>
  12. 13. <ul><li>Call Centre </li></ul><ul><li>Sales Force Automation </li></ul><ul><li>e-Business </li></ul>
  13. 14. <ul><li>CRM is a new business philosophy based on trust and value; </li></ul><ul><li>The core function of CRM is the value creation process; </li></ul><ul><li>Customer relationships develop over time </li></ul><ul><li>The role of global salespeople is relationship building </li></ul><ul><li>The basic premise of CRM is to offer superior value to </li></ul><ul><li>customers </li></ul>