The document discusses implementing a Customer Relationship Management (CRM) system at Shriram Automall. It defines CRM and explains why businesses adopt CRM strategies. It then outlines a roadmap for Shriram Automall to implement CRM, including collecting customer data, segmenting customers, marketing campaigns, a prospect management system, and resolving customer grievances through a fast-track process. The expected outcomes of adopting CRM include reduced costs through more efficient operations, increased customer satisfaction by meeting expectations, ensuring an customer-centric organizational focus, and growth in the customer base.

1. CRM
Customer Relationship Management

2. Table Of Contents
 What is CRM ?
 Why CRM ?
 SWOT Analysis
 Road map to CRM at Shri ram Auto mall
 Outcome

3. What is CRM?
 CRM “is a business strategy that aims to understand, anticipate and
manage the needs of an organisation’s current and potential customers”
 CRM is a shift from traditional marketing as it focuses on the retention of
customers in addition to the acquisition of new customers

4. Why CRM ?
 Today’s businesses compete with multi-product offerings created and
delivered by networks, alliances and partnerships of many kinds. Both
retaining customers and building relationships with other value-adding allies
is critical to corporate performance.
 The adoption of CRM is being fuelled by a recognition that long-term
relationships with customers are one of the most important assets of an
organisation.

5. Operational view of CRM

6. SWOT Analysis
•Ability to please customer
•Improve relationship with
customer
•Loss of personal interaction
•Over automation
•Overload of information
•Does not arrive with
information already
entered
• Identifies best customers
• Increases sales
efficiency
S w
OT

7. Roadmap to CRM at SHRIRAM
AUTOMALL
 Data Collection(KYC)
 Customer segmentation
 Marketing campaign
 Prospect management system
 Customer grievances readdressed through fast track escalation matrix

8. KYC(Know Your Customer)
 It includes collections of database various marketing activities like van
campaigns, customer meets, visitors at Auto mall, incoming calls over the
Toll free no. ,customer referrals and fetch in to the centralized database.
 Filtration of garbage data ,Updating data at the time of customer
interaction over the Toll Free no. or Telemarketing Operation.

9. Customer Segmentation
 Customers data can be segregated on the basis of customer life cycle, on
the basis of Geography, on the basis of customer needs, interests and
buying potential.

10. Marketing campaign
 Based on Customer interaction, Customer needs one to one marketing
campaign can be conceptualize through Telemarketing operations and
SMS Campaigns.
 Customer can be invited to future events/auction based on previous
interactions.

11. Prospect Management System
 Leads generated through various marketing campaign, Telemarketing
operation managed over the centralized prospects management system
and accessible to concerned Regional Business Manage(RBMs) for the
conversion of matured leads.
 Lead are segregated on the basis of maturity potential(like Urgent ,Hot,
Warm and cold Leads) so that next follow up for the conversion can be
scheduled.

12. Customer grievances resolution through fast
track escalation matrix
 Complaint received over the toll free no. should be resolve with in time
period through fast track escalation matrix.
 Collecting feedback from customer about overall buying experience from
SHRIRAM AUTOMALL

13. Outcome
 Reduced costs, because the right things are being done (i.e., Effective and
Efficient operation) .
 Increased customer satisfaction, because they are getting exactly what
they want (i.e. meeting and exceeding expectations) .
 Ensuring that the focus of the organisation is customer centric.
 Growth in numbers of customers .