2. CRM EVOLUTION
1960 - Mass marketing
1970 - Segmentation
1980 - Rapid shifts in business that changed
customer power
Supply exceeded demands
Sellers had little pricing power
Only protection available to suppliers of goods
and services was in their relationships with
customers
3. DEFINE CRM
‘Integrated system of web enabled software tools and
databases accomplishing a variety of customer-focused
business processes that support the three phases of the
relationship between a business and its customer’
4. CRM
CRM is a Business strategy
To understand, anticipate
customers
Retention of customers in
and manage current and potential
addition to the acquisition of new
customers (maximizing total customer life-time value)
Customer focused and relationship marketing or Customer delight
Market research - To assess customer needs and satisfaction
Software-based approach to handling customer relationships
5. OBJECTIVES OF CRM
Creating value for the customer
Creating value company over the longer term
Organisations to gain competitive advantage
Increase in customer service
Increase efficiency
Lowering marketing cost
Aiding the department
7. STRATEGIC CRM
Building relationships with customers that will provide
little value could result in a loss of time, staff and
financial
3 conditions - High life-time values
- Serve as benchmarks for other customers
- Inspire change in the supplier
8. THE DIFFERENCE : CRM AND ECRM
Take care of your customer via Internet
Customers being able to take care of
themselves online
Systematic process functional are minimal
Engineering and architecture for their
execution
9. INFORMATION TECHNOLOGY AND CRM
Involving the use of databases, data mining and one-to-
one marketing can assist organisations to increase
customer value and their own profitability
Used to keep a record of customers names and contact
details in addition to their history of buying products or
using services
Used to target customers in a personalised way
Personalised communication provides value for the
customer and increases customers loyalty
10. INFORMATION TECHNOLOGY AND CRM:
EXAMPLES
Phone calls, emails, mobile phone text messages
etc…
Enable organisations to alert customers to new,
similar or alternative services or products
EXAMPLE : Purchasing of online tickets , Cookies
(Online store), Loyalty cards, CRM software -
“Front office” solutions
11. INTERNET, INTRANET & EXTRANET
INTERNET
Customers,
Competitors,
General public
EXTRANET
Vendors,
Distributers, Banks,
Consultants
INTRANET
Management,
Employees,
Production centres
14. IMPLEMENTING CRM
A strategic review of the organisation’s current position
should be undertaken
1. What is our core business and how will it evolve in the
future?
2. What form of CRM is appropriate for our business now
and in the future?
3. What IT infrastructure do we have and what do we
need to support the future organisation needs?
4. What vendors and partners do we need to choose?
15. MEASUREMENT BASED FRAMEWORK
COLLECT CUSTOMER
DATA
ANALYZE CUSTOMER
DATA
FORMULATE INFORMATION
BASED HYPOTHESIS
COLLECT DATA ON
PERFORMANCE OF
HYPOTHESIS
19. BENEFITS OF CRM
Effective and efficient operation
Reduced costs
Increased customer satisfaction
External growth in numbers of customers
Increased access to a source of market and competitor information
Long term profitability and sustainability
Increased Revenue
Expect immediate, high quality, personalized 24-7 service
20. IMPORTANCE OF CRM
Foresee Customer Needs
Details Of A Customer
Grouping Customers
Acquiring New Customers
Cost Effective
Handy Details
Customer Satisfaction
Customer Loyalty
21. FUTURE OF CRM
Retention Rate
Increased Sales
Reduced Costs
Significant Role
Technology
Customer Information
Interactive
Customer Individuality
Globalization
22. CAUSES OF FAILURE
Lack of understanding and
preparation
Lack of business process changes and
change management programs
Lack of participation by stakeholders
and thus lack of preparedness for
new process
24. ANALYTICAL CRM
Analytical CRM is designed to analyse deeply the customer’s information and
data and unwrap or disclose the essential convention and intension of
behaviour of customers on which capitalization can be done by the
organization
COLLABORATIVE CRM
Collaborative CRM deals with synchronization and integration of customer
interaction and channels of communications like phone, email, fax, web etc.
with the intent of referencing the customers a consistent and systematic way.
OPERATIONAL CRM
Operational CRM is mainly focused on automation, improvement and
enhancement of business processes which are based on customer-facing or
customer supporting.
25. GEOGRAPHICAL CR
Combines geographic information system and traditional CRM.
Geographic data can be analysed to provide a snapshot of
potential customers in a region or to plan routes for
customer visits.
SALES INTELLIGENCE CRM
Top-performing sales organizations are meeting the challenges of
identifying the most likely buyers of their products and services
through the deployment of sales intelligence solutions that introduce
a wide variety of data streams to their front-line staff.
27. CHALLENGES IN CRM
Richness of customer data
Integrated view of customer information
Feedback mechanism from customer
Intelligence at operational touch points
Consistence of communication
Convenience of interacting with insurer
29. CRM IN BANKS AND FINANCIAL
SERVICES
Evolving Customer Profiles – Web landing pages and site
visitors
Connecting the Dots – Marketing initiatives and pricing
strategies, social media listening tools
Responding Appropriately - T
roubleshooting customer
problems
Security Considerations
Integration with other banking system
31. CRM IN JETHUB
JETHUB - Charter service which saves information in online quoting system
CHALLENGES
Quoting system was “wide open” to anybody
Finding a way to support the distributed workforce
ADVANTAGES AFTER ADOPTING CRM
Complete visibility of clients and client interactions
Easy way to follow up on the leads
Customizing CRM to mimic the
presented by the quoting system
same industry-specific form layout
Can set up automated processes, like alerts and tasks
32. REFERENCES
Manchester Business School. 2003. Customer Relationship Management:
Where do you start?
BusinessBalls. Customer Relationship Management. [Online] [Accessed
November 2008]
http://www.managementstudyguide.com/origin-of-crm.htm
Liz Shahnam. What’s really CRM? CRM Today. [Online] [Accessed November
2008]
http://henysunshine.blogspot.com/2010/12/customer-relationship-
management-crm-at.html
