Customer relationship management 2

1. UNIT – IV :
CRM & MARKETING STRATEGY
• CRM Marketing Initiatives
• Sales Force Automation
• Campaign Management
• Call Centers
• Practice of CRM
• CRM in Consumer Markets
• CRM in Services Sector

2. CRM Marketing Initiatives
• The strategies and tactics, as well as the technologies
supporting the execution, marketers use in order to manage
the relationship with their customers throughout the
customer lifecycle.
• Great marketing is the foundation of revenue growth for
businesses, from the smallest startup to the largest enterprise.
In order to plan out your tactics and measure your results,
you’ll need to create a marketing campaign.
• In order to better plan and manage their campaigns,
businesses often use different technological platforms to aid
their campaign. This is where a CRM comes in.

3. How Can a CRM Benefit Your
Marketing Campaign?
• Segmentation
• Focused Targeting
• Can View Your Results
• Personalized Tactics

4. Sales Force Automation
• CRM automation refers to a CRM system's ability to automate
repetitive, manual tasks to streamline work and improve
productivity.
• Automation of a CRM can encompass a range of functions across
marketing, sales and service activities. Automation can free up
time to focus on more meaningful, strategic work.
• Sales Force Automation (SFA) refers to software apps for sales
management.
• SFA provides automated workflows that create a streamlined sales
process to manage business leads, sales forecasts and team
performance.
• SFA is usually a part of a CRM system that automatically records all
the stages in a sales process.
• The idea is to track all contact that’s been made with a customer,
along with the purpose of the contact, and any follow up that may
be needed.

5. Components of SFA
• This might include phone calls, emails and meetings. Having
this information at your fingertips means you’ll reduce the risk
of irritating your customers as sales efforts are not duplicated.
• Contact Management software lets you track your
communication with your customers, building up a complete
history of your interactions, sales and activities.
• Contact management systems usually include Task
Management software that lets you create tasks, or
reminders, to follow up your sales leads on a given date.
• Pipeline management software provides sales lead tracking
from an initial inquiry through to a closed sale. It lets you track
each sales opportunity through your pipeline, applying
probability weighting and forecasting.

6. Campaign Management
• Campaign management may be performed by a single person—or
distributed across an entire team—so it’s important to use a
campaign management software suite to manage all of the many
initiatives involved in your campaign(s).
• Automating much of the planning and execution can speed up the
process of rolling out and managing a campaign while keeping your
spending down.
• The software also helps test, monitor, and measure the success rate
across all marketing channels, gleaning insights into what’s driving
performance and marketing ROI.

7. Call Centers
• It is a call center technology solution that provides employees
with access to account information and history instantly, which
allows them to help customers with up-to-date and relevant
information during support.
• An inbound call center receives incoming calls from customers.
Support teams typically monitor inbound centers since the calls
tend to come from existing customers with issues or questions.
• An outbound call center, on the other hand, makes outgoing
calls to shoppers. Sales teams typically run outbound centers to
cold call potential customers about their products. Companies
also might make outbound calls to survey shoppers and collect
market research.

8. Continued
• Where do these centers exist? Companies either run them
internally at their offices or they outsource inbound and
outbound calling to external centers.
• There are different types of classifications in practice based
upon the nature and functions of call centers.
• Inbound and outbound
• Domestic and international
• Small and large call centers
• Web based and telephonic call centers
• Virtual and physical call centers

9. Call Scripting
• A call script, a written script entailing correct wording and
logic aids, assists an agent in handling a contact.
• Call scripts guarantee consistency across the call center and
allow agents to act more naturally and listen to customers as
they know they don't have to worry about remembering what
to say next.
• For eg. If the customer provides a negative response
• I’m so sorry to hear that. What can I do to help?
• So sorry about that. If you give me your full name and order
number, we can go ahead and start making the correction for
you.

10. Practice of CRM
• Audit your requirements and objectives and use a clean CRM solution
• Use CRM automation to speed up tedious tasks and maximize efficiency
• Simplify workflows
• Look for more opportunities to be proactive
• Put data to the best use and make data-driven decisions
• Adapt with changes
• Use AI-based predictive analysis to be prepared for growth as well as
potential damage
• Make the most of social listening to gain competitive edge
• Ensure ease of use and provide training to enhance user adoption
• Establish and implement insightful KPIs to make effective improvements
• Make the most of customer experience features in your CRM
• Make the most of collaborative efforts with an all-encompassing CRM
solution
“Building a good customer experience
does not happen by accident. It happens
by design.” – Clare Muscu

11. CRM in Consumer Markets
• Consumer Markets
• Durable goods market
• Non-durable goods market
• CRM strategies in consumer markets
• Permission marketing
• Cookie creators
• Recommendations engines
• Membership strategies
• Loyalty programs
• Special offers

12. CRM in Services Sector
• CRM in banking sector
• CRM in insurance sector
• CRM in airlines industry
• CRM in telecom sector
• CRM in hospitality industry
• CRM in healthcare industry
• CRM in education sector
• CRM in BPO industry

14. UNIT – V : CRM PROBLEMS IN
IMPLEMENTATION
• Issues Problems in Implementing CRM
• Information Technology Tools in CRM
• Challenges of CRM Implementation
• CRM Implementation Roadmap
• Road Map (RM)

15. Issues in Implementing CRM
• Customer dissatisfaction
• Weakness in IT and E-commerce
• Lack of customer-oriented culture
• Weakness customer relation
• Lack of suitable commercial brand
• Inappropriate recognition of CRM
• Lack of consecrating enough funding for CRM
• Weakness in how the project is implemented and managed
• Lack of cooperation in different parts
• Problems in handling data security

16. Information Technology Tools
in CRM
• HubSpot CRM
• HubSpot’s free CRM is a top-notch system for startups or anyone
looking to get acquainted with CRM tools.
• HubSpot CRM helps you manage your sales pipeline, create
automated email sequences for your leads, communicate with
your prospects via live chat or emails, and track customer
interactions across email, social media, or calls.
• Zoho CRM
• Zoho CRM is one of the products from Zoho’s exhaustive business
suite. Zoho CRM offers features that are suitable for
both SMBs and large-scale organizations.
• The CRM application comes with sales automation, pipeline
management, marketing automation, and process management
features. You can connect with your leads across different
platforms through a single interface.

17. Continued
• Freshsales
• Freshsales is a sales CRM by Freshdesk. Features such as event
tracking, phone, emails, workflows, etc. enable you to track your
leads and deals across their purchase journey.
• Salesforce Sales Cloud
• Salesforce Sales Cloud is a CRM tool offered by Salesforce.
The CRM tool covers the entire purchase journey and includes
features such as account and contact management, opportunity
management, lead management, intuitive workflows, file sharing,
and sales forecasting.
• Business owners and salespeople can manage their sales activities on
the go through mobile CRM.
• Mailchimp
• Mailchimp is primarily a MAP that also offers specific CRM
capabilities.
• Mailchimp is perfect for freelancers, startups, and SMBs as it
provides the ideal blend of features that are useful for both sales and
marketing departments.

18. Road Map (RM)
• A CRM roadmap is a plan for CRM implementation that aligns
an organization's business strategy with the functionality of its
CRM.
• To define a CRM roadmap, an organization must understand
its processes, how each department works to meet the needs
of customers, and the positive outcomes it hopes to see in
their processes through the introduction of CRM.
• Without a clear roadmap, businesses trying to implement
CRM solutions go in blind, investing in something that does
not truly reflect the business priorities or improve the
customer relationship and – even worse – does not fit with
the organization’s long-term goals for growth and innovation.

19. CRM Implementation
Roadmap
GET EVERYONE ON
BOARD
IDENTIFY WHERE
YOU ARE AND
WHERE YOU WANT
TO BE
DEFINE
FUNCTIONAL
REQUIREMENTS
WITH YOUR
CONSULTANT