Crm A Vehicle Care Service Case Study


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Crm A Vehicle Care Service Case Study

  1. 1. Customer Relationship Management<br />Expanding the Customer Share in CleanCars<br />1<br />
  2. 2. Group Members<br />3/26/2009<br />2<br />V. Dinusha<br />S. Saatviga<br />S.Y.Y.D. Wickramasinghe<br />K.T. Wickramasooriya<br />D. Wijethilake<br />
  3. 3. Contents <br />3/26/2009<br />3<br />Introduction<br />CRM for Clean Cars<br />Rationale<br />Improved Customer Orientation<br />Project Plan<br />Operational CRM<br />Sales<br />Marketing<br />Customer Service<br />Reports<br />Benefits<br />Conclusion<br />Reference<br />
  4. 4. Introduction<br />3/26/2009<br />4<br />CleanCars<br />Sri Lankan Company setup in 2005<br />Experience scientific and professional vehicle care <br />10 Branches  5 in Colombo & 5 in Outstation<br />Staff<br />Communication<br />Email & Fax<br />SMS & Voice<br />
  5. 5. Introduction cont.<br />3/26/2009<br />5<br />Customer Attraction<br />Preventive Maintenance System<br />Total Cleaning of Exterior & Interior<br />Customer Segmentation<br />CorporateCleanCar+<br />CleanCar+Gold<br />CleanCar+Silver<br />CleanCar+Bronz<br />Services Offered<br />Vehicle Care Services<br />Quick Detailing, Interior Detailing, Exterior Detailing, Leather Care, Fabric Guard, Odor Removal, Window Tint &3M Customized Car Matting<br />Preventive Maintenance<br />Servicing/ Maintenance & Wheel Alignment<br />
  6. 6. CRM for CleanCars<br />3/26/2009<br />6<br />
  7. 7. Rationale<br />3/26/2009<br />7<br />CRM<br />Acquire, Retain & Partner  Selective Customers<br />Superior Value  Company & the Customer<br />Encompass  Sales, Marketing and Service functions<br />CRM in Automotive Industry<br />Expert Viewpoint<br />Vehicles  Highly personalized commodities<br />Companies need to track customer preferences<br />Competitive Edge  Match expected with actual service offerings<br />CRM for CleanCars<br />Empower Employees  Uniform Service in all branches<br />Customer Analysis<br />Cross Selling & Up Selling<br />Proactive Business <br />
  8. 8. Improved Customer Orientation<br />3/26/2009<br />8<br />Philosophical Endeavor<br />Product Centricity  Customer Centricity<br />Tailored Services  Individual/Segmented Customers<br />Primed Best Practices <br />Manage & Integrate<br />Holistic Approach  Sales, Marketing & Service Processes<br />Technology Utilization<br />Automation & Integration<br />Collaborate Stakeholders + Uniformity  Centralized Data Repository<br />Channel Management<br />Uniform yet Personalized Content across Multiple Communication Modes<br />Hassel Free transactions<br />Feedback Management  Improved Customer Service<br />
  9. 9. Project Plan<br />3/26/2009<br />9<br />
  10. 10. Operational CRM<br />3/26/2009<br />10<br />
  11. 11. Sales Force Automation<br />3/26/2009<br />11<br />Account Management<br />Contact Management<br />Sales Process Management<br />Activity Management<br />Sales and Territory Management<br />Lead Management<br />Opportunity Management<br />
  12. 12. Account Management<br />3/26/2009<br />12<br />Account Info<br />Address Info<br />Description Info<br />Contacts<br />Potentials<br />Quotes<br />Sales Order<br />Invoice<br />Activities<br />Email<br />Activity History<br />Attachments<br />Trouble Tickets<br />Services<br />Events & To-Dos<br />
  13. 13. Contact Management<br />3/26/2009<br />13<br />Contact Info<br />Cus. Potential Info<br />Address Info<br />Image Info<br />Description Info<br />Potentials<br />Activities<br />Email<br />Trouble Tickets<br />Quotes<br />PO, SO<br />Services<br />Activity History<br />Attachments<br />Campaigns<br />Events & To-Dos<br />
  14. 14. Sales Process / Activity Management<br />3/26/2009<br />14<br />Events:<br />Event Info<br />Event Start<br />Available Users<br />Invite<br />Remind<br />Repeat<br />Related To<br />To-Do:<br />Task Info<br />Time & Date<br />Due Date<br />Notification<br />Related To<br />
  15. 15. Sales & Territory Management<br />3/26/2009<br />15<br />Sales Order Info<br />Address Info<br />Terms & Conditions<br />Description Info<br />Service Details<br />Activities<br />Attachments<br />Invoice<br />Activity History<br />SO Status History<br />
  16. 16. Lead Management<br />3/26/2009<br />16<br />Lead Info<br />Address Info<br />Description Info<br />Activities<br />Email<br />Activity History<br />Attachments<br />Services<br />Campaigns<br />
  17. 17. Opportunity Management<br />3/26/2009<br />17<br />Potential Info<br />Description Info<br />Activities<br />Contacts<br />Services<br />Sales Stage History<br />Attachments<br />Quotes<br />Sales Order<br />Activity History<br />
  18. 18. Marketing Automation<br />3/26/2009<br />18<br />Campaign Management<br />Direct Marketing<br />Telemarketing<br />Loyalty & Retention Programs<br />Cross-Selling & Up-Selling<br />Target Marketing<br />
  19. 19. Campaign Management<br />3/26/2009<br />19<br />Campaign Life Cycle:Tasks, Activities, Material & Budget<br />Enhance Brand Value:Teams & BU<br />Familiar UI<br />Track Responses<br />Monitor Results: ROI/Rate/Cost<br />
  20. 20. Direct Marketing<br />3/26/2009<br />20<br />Targeted Web Marketing:<br />Online Incentives Web Advertising Marketing Networks<br />Email Direct Marketing<br />Buying Behavior:<br />eBusiness ?<br />Profiling Personalization Segmentation<br />Cross-Selling <br />Up-Selling<br />
  21. 21. Telemarketing<br />3/26/2009<br />21<br />Single Connection Solution<br />TM Projects<br />Telemarketers & TM Teams<br />TM Queues<br />Distribute Queues <br />
  22. 22. Telemarketing cont.<br />3/26/2009<br />22<br />Efficient Call Exec<br />Call Logs<br />Reporting Dashboard: <br />TM Productivity/day<br />Queued <br />Productivity/ <br />Project <br />Telemarketer <br />Performance /Active Queues<br />
  23. 23. Loyalty & Retention<br />3/26/2009<br />23<br />Points Program<br />Gifted Cards Program<br />Event Based Program<br />Earn Money for Event<br />
  24. 24. Loyalty & Retention cont.<br />3/26/2009<br />24<br />Adding / Importing Customer for Retention Program<br />Reward Level & Promotions<br />
  25. 25. 3/26/2009<br />Cross-Selling & Up-Selling<br />25<br />Reward Customers: <br />No of same/ different services obtained<br />Buy X Services and Get 1 Free:<br />3 car washes until you get next wash in your place<br />3 windows tinted until you get the Next one for free<br />3 exterior detailing until you get an interior detailing service for free<br />
  26. 26. Target Marketing<br />3/26/2009<br />26<br />Tailoring:<br />One/More Segments identified by Marketing Segmentation<br />Mail:<br />Offers/Retention Program details according to the loyal groups<br />
  27. 27. Target Marketing cont.<br />3/26/2009<br />27<br />Sources of Referrals<br />
  28. 28. Customer Service and Support<br />3/26/2009<br />28<br />Customer service and support case management with CleanCars CRM helps them effectively optimize service resources and frontline service representatives to dramatically increase productivity and improve customer satisfaction. <br />Gain visibility into team performance to guide resources<br />Provide service staff with the tools they need to efficiently help customers<br />Reduce workloads with automated processes and self-service<br />Maximize customer satisfaction by keeping the lines of communication open and efficient <br />
  29. 29. Customer Complaint Management<br />3/26/2009<br />29<br />Ticket Info<br />Description Info<br />Solution Info<br />Comment Info<br />Activities<br />Attachments<br />Activity History<br />Ticket History<br />
  30. 30. Customer Complaint Management<br />3/26/2009<br />30<br />Can be filtered according to the Selected Time Start Date <br />End Date<br />
  31. 31. Appointment Management<br />3/26/2009<br />31<br />Calendar:<br />Day/Week/Month/Year<br />Call/Meeting/To-Do<br /> Can be filtered according to the selected time, start date and end date<br />
  32. 32. Reports<br />3/26/2009<br />32<br />
  33. 33. Sales Reports<br />3/26/2009<br />33<br />
  34. 34. Sales Reports cont.<br />3/26/2009<br />34<br />
  35. 35. Sales Reports cont.<br />3/26/2009<br />35<br />
  36. 36. Marketing Reports<br />3/26/2009<br />36<br />Campaign Expectations & Actuals<br />
  37. 37. Marketing Reports cont.<br />3/26/2009<br />37<br />Calendar Events & To-Dos Report<br />
  38. 38. Marketing Reports cont.<br />3/26/2009<br />38<br /> TelemarketerProductivityReport<br />
  39. 39. Marketing Reports cont.<br />3/26/2009<br />39<br />Transaction Audit Report on All Retention Programs<br />
  40. 40. Customer Service Reports<br />3/26/2009<br />40<br />Customer Complaint Management <br />Appoint Management <br />
  41. 41. Benefits<br />3/26/2009<br />41<br />Development of better relationships with their existingcustomers<br />Increase sales <br />Identify the customer needs more effectively <br />Cross-selling of other products <br />Identify the best customers <br />Enhance customer satisfaction and retention<br />Identify newprospects<br />Increase the values and reduce the cost  Improve profit<br />Access one centralized database<br />Useful to acquire the complete view of all customer interactions and their most crucial needs<br />Can identify appropriate communication methods<br />Summarized Reports<br />Recognize the business situation <br />Identify sales and marketing patterns<br />
  42. 42. Conclusion<br />3/26/2009<br />42<br />
  43. 43. Reference<br />3/26/2009<br />43<br /><br /><br /><br /><br />,289142,sid11_gci1237067,00.html<br /><br /><br /><br /><br /><br /><br />
  44. 44. THANK you !<br />44<br />