This document discusses how CRM systems can be used for crisis management. It outlines the core modules of a typical CRM system, including marketing, sales, and customer service. It then explains how the universal concepts of CRM, such as contacts, activities, and leads, can apply to crisis management by conceptualizing customers as people in need of aid and leads as requests for help or reports of crisis events. The document provides examples of how CRM could be used to gather crisis information, respond by disseminating status updates and safety precautions, and deliver relevant information to various stakeholders. It emphasizes that a successful CRM implementation for crisis response requires integration across systems, well-trained users, and effective communication channels.

1. CRM AND CRISIS MANAGEMENT
Zoran Kuret, Alfa24, BiH

2. CRM
Customer relationship
management (CRM) is a
system for managing a
company’s interactions with
current and future customers.

3. CRM CORE MODULES
Marketing
Sales
Customer Service

4. SIMPLE ?

5. OR NOT SO SIMPLE ?

6. WHAT IS CRM ?
 Contacts
 All contacts in one place
 Categorization
 Quick search
 Activities
 All activities in one place
 Activities related to contacts and other objects
 Quick search and big picture overview

7. LEADS

8. STANDARD CRM PIPELINE

9. LEAD LIFECYCLE
IDEA – MEETING – NEEDS – PROPOSAL – CONTRA

10. CRISIS MANAGEMENT
1. Quickly gain awareness of the nature and
scope of the crisis
2. Quickly gather information to respond
3. Quickly deliver relevant information
4. Quickly assess the quality of information
5. Quickly respond to ongoing changes

11. UNIVERSAL CRM CONCEPT
CUSTOMERS –> PEOPLE,
HUMANITARIAN INSTITUTION,
GOVERNMENT INSTITUTIONS,
VOLONTEERS...
LEADS-> COMPLAINTS,
REQUEST FOR HELP, FLOOD,
RESCUE MISSIONS,
HUMANITARIAN NEEDS

12. CONTACTS

13. 1. CRISIS INFORMATION SOURCES
Internal, from people on the field
Phone calls
E-mails, Social networks
Media news
etc...

14. CRISIS INFORMATION

15. 2. RESPOND TO CRISIS
Status and duration of the crisis
Shelter locations
Main contact information
Safety precautions
Food and water supply
information

16. ‘OBJECT’ LIFECYCLE TO MONITOR
Road conditions
Food and water delivery
Water level
Water protection facilities

17. 3. RELEVANT INFORMATION DELIVERY
To people assisting in crisis
To media
To public
Using multiple channels
Optimal efficiency

18. CRM IN CRISIS – HOW TO IMPLEMENT IT ?
 Single, integrated CRM system
 Well trained user community
 Interface to a public Web portal
 Automated communication procedures
 Simple, efficient and reliable
 Integration, integration, integration...
 Long term investment and part of a strategy

19. CRM MARKET

20. CRM MARKET
 BIG PLAYERS
 Microsoft
 SalesForce
 SAP CRM
 SME SOLUTIONS
 SOHO
 HIghRise
 OPEN SOURCE
 SugarCRM
 vTiger
 Splendid

21. WHAT IS IMPORTANT ?
Simple
Flexible
Affordable
Good support

22. HOW MUCH DATA
IS GENERATED IN
ONE MINUTE ? ?

23. QUESTIONS ?

24. THANK YOU FOR YOUR ATTENTION !