This document discusses Customer Relationship Management (CRM) and its role in call centers. It defines CRM as a strategy that focuses on acquiring, retaining and partnering with selective customers to create value for both the company and customer. CRM leverages technology, marketing techniques and tools to build internal and external relationships. It explains that CRM plays an important role in call centers by collecting and storing customer data, which helps call center agents better understand customers and provide personalized service. Implementing CRM software can benefit call centers by reducing costs, improving customer service levels and increasing productivity and satisfaction.

1. EWHiZSALES.COM

2. What is CRM?
 Customer Relationship Management is a comprehensive
strategy and process of acquiring, retaining and
partnering with selective customers to create superior
value for the company and the customer.
 CRM is a management approach a model that puts a customer
at the core of a company processes and practices.
 CRM leverages cutting edge technology integrated strategic
planning up-close and personal marketing techniques and
Organization development tools to build internal external
relationships that increase profit margins and productivity
within a company.

3. Need For CRM
To meet the changing expectations of customer due to:
(a) social and demographic factors.
(b) economic situations.
(c) educational standards.
(d) competitors product

4. Typically a call center is a place that encourages customers to make calls in order to
facilitate their easy usage of the product/service offered by the organization. All calls
from customers regarding their queries, problems, suggestions are entertained.
Call Centers Phenomenal Success - CRM Plays a Part!
It consists of a group of personnel that are specifically trained in handling inbound and
outbound customer calls thus catering to customer service needs. Call center services
include:
• tele -calling
• e-mail campaign
• market research
A call center has the immense capacity to handle huge amounts of calls at all times.
Generally qualified personnel who are imminently capable of dealing with the call in
the right manner, handle them. All calls are monitored and logged and used for future
reference.

5. CRM (Customer Relationship Management ) being the
customer centered strategy of the decade and finding its
roots in customer satisfaction and customer focus, has
started to play a very prominent role in the call center
sector. How has it achieved this? Call centers are finding
that implementing this strategy brings them vast benefits.
For example the high potential that call center CRM software
has in collecting vital customer data and storing it. This data
is entirely essential to the call center and is utilized in its
day to day activities. It helps them possess a clearer view of
the customer being handled and enables them to give the
right answers to customer queries, problems etc. Knowing
the customer, his preferences, his purchase history etc all
contribute significantly to the of the customer.

6. What Benefits can CRM offer the Call Center Sector?
Call center CRM software benefits the call center through its provision and storage of
valuable customer data , increased automation, visible reduction in call center costs
and its potential to boost customer service levels thereby increasing productivity and
customer satisfaction.
It helps in assisting call centers with shorter call durations, reduction in holding time
and the decrease of misrouted calls. Since the need for CRM is of extreme importance
in the call center spectrum, CRM provides the call center with a complete and
accurate picture of the customer. CRM enables the appropriate and most productive
usage of customer information thereby helping to build better relationships with
customers.
CRM provides the call center professional with valuable customer data providing him
with a information about the customers history and before he makes a call. He is thus
in a position to know and understand the customer preferences providing added
information to the sales industry sector. It enables customer databases to be kept up to
date at all times.

7. CRM enables call center employees perform their duties
easily and with less strain on account of its user friendly
attributes.
Less training is required as well. CRM enables
call centers to assess their client s requirements
and accordingly provide them with what they actually require.
CRM also enables call center professionals and managers
to prepare their reports speedily and with clarity

8. CRM Components
 CRM’s can be broken down into three key components.
Operational
AnalyticalCollaborative
Enhance
Company
Relationship
with Customer
Front Office
Operations
(sales,
marketing,
service etc)
Interaction
With
Customers
(email, letters,
phone,
meetings, fax
etc)

9. Evolution Of CRM

10. NEED OF e-CRM
 Due to the introduction of new technology
 To satisfy the customers at global level.
(Sometimes customer itself prefer to do online
purchasing.)
 Basically e-CRM is concerned with attracting & keeping
economically valuable customers & eliminating less
profitable ones.

11. Difference Between CRM And e-CRM
CRITERION CRM e-CRM
Customer Contacts Traditional Means-Retail
Store, Telephone Or Fax
Through Internet, E- Mail,
Wireless, Mobile And PDA
Technologies
System Interface Works With Backend
Application Through ERP
System
Designed For Frontend As
Well As backend
Applications Through ERP,
Data Mart And Data
Warehouse
System IT Requires PC Clients To
Download Various Applets
And Applications.
Here, Browser Is The
Customers Portal To e-CRM

12. Contd..
CRITERION CRM eCRM
Customization and
Personalization
Different People Require
Different Information But
Personalized Views For
Different Audience Are Not
Possible Here
Personalized Views Based
On Purchase Are Possible.
System Focus System Is Designed Around
Product And Job Functions.
Here, Applications Are
designed Around One
Department Or Business
Unit.
System Is Designed Around
The Customers Need.
Enterprise Wide Portals Are
Designed And Not Limited
To A Single Department.
Systems Maintenance And
Modifications
Implementation Is Longer
And Costly.
System Implementation
Require Less Time And Cost.

13. Process of e-CRM

14. Benefits Of e-CRM
 Convenience
 Improvement in overall quality of customer experience
 Increased profitability
 More effective marketing.
 Improved customer service and support.
.
 Greater efficiency and cost reduction.
 Increased customer loyalty. (time frame)

15. Pitfalls
• Huge money is required to implement ECRM.
• Highly knowledge requiring process.
• Results are not according to expectations.
• Sales and Marketing are reluctant to adopt new automated
CRM system.

16. Image Value
Product Value
Services Value
Monetary Price
Time cost
Energy cost
Total
customer
value
Total
customer
cost
Customer
delivered value
Determinants Of Customer Added Value

17. Power of CRM with Call Center
Customer Facing:
Sales, service, and marketing activities Sales.
Process-focused:
Workflow drives consistent execution
Team-oriented:
Collaborate with others inside and outside of the
organization

18. Group - 5