CRM involves developing and maintaining long-term relationships with customers. It aims to understand customers and support all customer-facing parts of a business. The document outlines the major components of a CRM system including human resource management, customer service, sales force automation, lead management, marketing, workflow automation, analytics, and reporting. It describes each component and how CRM supports customer data collection, employee skills analysis, sales processes, marketing effectiveness, and business reporting and analysis.

1. Presented by
Dr M.Annam
Assistant Professor of Commerce

2. CRM is the development
and maintenance of
mutually beneficial long-
term relationships
with strategically significant
customers
CRM is ultimately what the
company defines it
to be depending on their
business objectives

4. 1. People Management:
Effective use of people in the right place at
the right time is called people management.
It is very essential the job roles assigned to
the employee are in accordance to their
skills and capabilities. At the initial stage,
an effective people strategy is adopted and
followed by work force analysis. The analysis
of work force includes the analysis of their
skills and development. Finally, the strategy
which would be required for the
development and change is set down and
implemented.

5. 2. Lead Management:
Keeping a track of sales leads and its distribution
is the essence of lead management. The benefits of
lead management are directly available to the
sales, call center and marketing industries. The
activities involved in lead management relate to
market campaign, making customized forms,
mailing lists etc. These activities are performed
with a view, to capture maximum sales leads
which would add to the sales. This can be achieved
through a comprehensive study to purchase the
patterns, patterns of the customers and the
identification of potential sales leads.

6. 3. Sales force automation:
Sales force automation (SFA) is the most essential
component of CRM. It is used by almost all
organization. It is a software solution that
includes forecasting, tracking potential
customers, interaction with customers and
processing sales. It helps in identifying revenue
possibilities. SFA includes opportunity
management i.e. supporting sales methodologies
and provide interconnection with other functions
to the company. The sales force automation has
the capability to perform correct management,
activity management, document management,
order management, sales analysis and product
configuration.

7. 4. Customer Service:
Customer service is also an important CRM because
CRM focus on comparison of customer data,
gathering information related to their purchase
patterns. CRM also provides this information to every
department that requires it. Therefore, sales,
marketing and personnel department are able to gain
in their knowledge of the customer. This enables the
organization to provide suitable solution to every
customer. Thus, enhances the retention of customers
and their loyalty.

8. 5. Marketing:
It involves the promotional activities that are
involved in promoting a product. It may be aimed
to the general public or to a specific group. CRM
facilitates in increasing the effectiveness of
marketing by studying the potential targeted
customers

9. 6. Work flow automation:
Work flow automation is a very productive component of
customer relation management. Work flow process
mainly includes the streamlining of process which
ultimately help in reducing cost. Work flow automation
saves time and energy of several people doing the same
job again and again. It relieves work force from
unnecessary tasks. It avoid paper work. This process
also includes the integration of people and processes, so
that they work in harmony achieving a common
objective. This whole process of work automation saves
time, money and effort

10. 7. Business Reporting:
CRM plays an important role by providing
reports on the business. Business reporting
simply means the ability to identify the exact
position of your company at any given point
of time. Business reporting as a component
of CRM serves the benefit of instant access
to information at any given point of time. It
also ensures accurate information. This
component of CRM helps in exporting these
reports to different systems and also helps
in comparison of historical data.

11. 8. Analytics:
Analytics is the study. The data is
studied so that information can be used
to study the market trends. Historical
and current data help in the creation of
charts and diagrams which ultimately
facilitates a complete trend study.
Analytics is an essential and pivotal
part of CRM because it enables study of
data which can be used further to
make an estimate of the business
conditions at any given point of time

12. Some of the major components of a
CRM system are:
✓Human Resource Management
✓Customer Service
✓Sales Force Automation
✓Lead Management
✓Marketing
✓Workflow Automation
✓Analytics
✓Reporting

13. 1. Human Resource Management
It is the effective management and usage
of human resource and skills in different
situations across the Organization. This is
an important component for any
organization as employees are their most
crucial asset. It helps in adopting an
effective people strategy and analyzing
their skills to develop and implement
strategies for growth and development.

14. 2. Customer Service
This section collects customer
information and data, their
purchase patterns as well as shares
relevant data with concerned
departments. This helps them to
take steps to develop their
awareness and understanding of
the customer needs as well as
complaints

15. 3.Sales Force Automation
Sales force automation is an
essential component which
includes Sales forecasting,
recording Sales processing , and
tracking potential interactions. It
brings out the revenue generation
opportunities and helps to analyse
the sales forecasts and the
performances by the workforce.

16. 4.Lead Management
This is to keep a track of the sales leads
and their distribution. This is widely
used in sales industries, marketing
firms and customer executive centers.
This process encompasses everything
from efficient management of campaigns
to designing customized forms to
finalizing the mailing lists and other
things. It also studies the customer
purchase patterns to determine
potential sales leads

17. 5.Marketing
CRM assists in the marketing process
by enhancing the effectiveness of
the strategies used for marketing and
promotion. There are various sub-
elements like List Management,
Campaign Management, Activity
Management, Document
Management, Call Management, Mass
Emails, etc.

18. 6.Workflow Automation
CRM helps to automate and
streamline different processes and
improve overall efficiency. It not
only reduces the excess
expenditure but also prevents the
repetition of tasks. Reducing
paperwork and redundancy is one
of the major purposes of a CRM
system

19. 7.Analytics
Analytics is analyzing and
presenting collected data so that
important learning can be derived
and decisions made. Creating
graphical representations of the
data in the form of histograms,
charts, figures and diagrams from
the current data as well as past
trends is very important. Analytics
provides the necessary information
for business growth and prosperity

20. 8.Reporting
A CRM system is responsible
for providing different reports on the
business. It should have the flexibility
to create different types of
report which are accurate and
precise. It helps in forecasting and
the ability to export the business
reports on other systems is a major
requirement for any CRM system.