The document discusses customer relationship management (CRM) and its importance for businesses. It provides definitions of CRM, principles of CRM including customer acquisition, retention and loyalty. It outlines the need for CRM in changing business scenarios and lists benefits such as increased revenue and profits. The document also discusses CRM vendors and products, areas of CRM activity, and provides a case study of CRM implementation at Tata Motors in India.

1. Customer complaints are the schoolbooks from which we learn.
Unknown

2. The customer is the most important person on our
premises. He is not dependent on us we are dependent on
him. He is not interruption to our work he is the purpose
of it .He is not an outsider to our business he is a part of
it. We are not doing favour by serving him. He is doing a
favour by giving an opportunity to do so.
-Mahatma Gandhi
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3. Customer Relationship Management
“Process of creating and maintaining relationships with
business customers or consumers”
“A holistic process of identifying, attracting,
differentiating, and retaining customers”
“Integrating the firm’s value chain to create enhanced
customer value at every step”
“An integrated cross-functional focus on improving
customer retention and profitability for the company.”
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Be everywhere, do everything, and never fail to astonish the customer.
Macy's Motto

4. Customer Relationship Management
Bottom-line:
The use of information-enabled systems for enhancing
individual customer relationship to ensure long-term
customer loyalty and retention
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5. Changing Business Scenario - Need for
CRM
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Common sense if of paramount importance in business and customer service.
Unknown

6. Why CRM?
It costs six times more to sell to new customer than to sell to
an existing one.
A typical dissatisfied customer will tell 8-10 people
By increasing the customer retention rate by 5%, profits could
increase by by 85%
Odds of selling to new customers = 15%, as compared to those
for existing customers (50%)
70% of the complaining customers will remain loyal if
problem is solved
90% of companies do not have the sales and service
integration to support e-commerce
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Customer service is awareness of needs, problems, fears and aspirations.
Unknown

7. www.a2zmba.com
Marketing Selling Servicing
Customer Management Process Threads
Broadcast
Mail
Field Personnel
Agents/Distributors
Call Center
Retail
Internet
Back Office Process/Systems
CustomerInteractionChannels
Are we making the
right level and type of
marketing, sales, and
service investments
in each of our
customer segments?
Customer RelationshipCustomer Relationship
StrategiesStrategies
Are we taking a
holistic approach to
our customers across
processes and
channels?
Customer RelationshipCustomer Relationship
StructureStructure
Have we implemented
best practices and
technology in
process/channel?
Customer RelationshipCustomer Relationship
PerformancePerformance
ScopeScope DepthDepth
Importance of CRM

8. Operational
CRM
Analytical
CRM
Collaborative
CRM
Customer
Aspects of CRM
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9. CRM Principles
• Customer AcquisitionCustomer Acquisition
Gain the greatest number of new “Best” customers as early
in their “lifespan” as possible.
• Customer RetentionCustomer Retention
Retain and expand your business and relationships withRetain and expand your business and relationships with
your customers through up selling, cross selling andyour customers through up selling, cross selling and
servicingservicing..
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10. CRM Principles (Contd..)
• Customer Loyalty
Offer programs to ensure that your customers happilyOffer programs to ensure that your customers happily
buy what you offer only from you.buy what you offer only from you.
• Cost Reduction
Reduce costs related to marketing, sales, customerReduce costs related to marketing, sales, customer
service and support.service and support.
• Improve ProductivityImprove Productivity
• Enhance your e-business strategiesEnhance your e-business strategies..
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Customers don’t expect you to be perfect. They do expect you to fix things when
they go wrong.
Donald Porter V.P., British Airways

11. Deployment and Support
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e-Business
Sales Process
Automation
Call Centres
Enabling
Technologies
Data
Warehousing
MetaData
Data Cleansing
OLAP
EIS
Data
Capture
External
Databases
Market
Research
Customer Touch
Point Integration
People
Organization
Knowledge
Management
Statistical
Modeling
Data Mining
Customer
Profitability
Segmentation
The building blocks of CRM are the things that need to be in place for an effective Customer
Relationship management program
The building blocks of CRM are the things that need to be in place for an effective Customer
Relationship management program

12. Benefits of CRM
 Increases customer acquisition
 Decreases cost and internal issues.
 Increases revenue and hence profitability.
 Increases effectiveness.
 Increases morale of the employees. Increases creativity and hence makes a path
for innovation.
 Increases customer satisfaction
 Decreases errors and time loss.
 Decreases customer’s complaints.
 Increases customer loyalty
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Customers are an investment. Maximize your return.
PeopleSoft Ad

13. Benefits of CRM
www.a2zmba.com Burak Goraglu

14. Ways to avoid CRM Pitfalls
• CRM software should mould to company’s best practices, rather than
forcing to use the best practices of the CRM vendor.
• CRM vendor only provides 20 percent of the total CRM solution,
organizations should examine how easy or difficult it will be to
integrate the product into organizations new systems.
• It should be kept in mind any CRM project that takes more than 90
days to implement, runs the risk of failure.
• CRM technology is useless if the employees are unwilling or untrained
to use CRM product. Hence organization should gain internal support
by communicating the benefits of CRM and provide relevant training.
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15. Areas of CRM Activity
 Sales Force Automation (SFA)Sales Force Automation (SFA)
 Customer Service and Support (CSS)Customer Service and Support (CSS)
 Help DeskHelp Desk
 Field ServiceField Service
 Marketing AutomationMarketing Automation
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Do what you do so well that they will want to see it again and bring their friends.
Walt Disney

16. eCRM
eCRM is the customer–facing internet portion of CRM.
eCRM - to interact with the business through their preferred
communication channel and it allows the business to offset expensive
customer service agent with technology.
- high customer satisfaction and reduced cost through improved
efficiency.
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Good leaders must first become good servants.
Robert Greenleaf

17. Some CRM Vendors &Products
Applix (iCRM)
Siebel (Siebel 7)
Oracle (CRM 11i)
PeopleSoft (PeopleSoft 8.4 CRM)
Firstwave (eCRM 7.0)
Talisma (Talisma CRM)
Commence (Commence RM)
Microsoft (Microsoft CRM)
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In the world of Internet Customer Service, it's important to remember your
competitor is only one mouse click away.
Doug Warner

18.  Tata Motors India’s largest integrated automaker
with market share approaching 60 % in Commercial
vehicles and 20% in passenger car market is known
well for technology strategies.
 Facing international competition TATA MOTORS
took up the challenges by focusing on CUSTOMERS
 Tata Motors realized that Globalization has changed
the business environment in the organization.
CRM - ENGINEERING / AUTO SECTOR
CRM IMPLEMENTATION TATA MOTORS
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19.  Many Business challenges needed solution to stay
Competitive “
 Business challenges Include
1. Need for a Standardized world class Business
process
2. Need for Centralized Customer Data Base
3. Better and improved communications with 1600
dealers / stockist
4. Better and faster response for customer request
5. Better feedback on product quality
6. Effective training of employees
7. More effective measurement of marketing
campaign program
8. Improved throughput in customer services
9. Better Cost management in Sales and
administration
CRM - ENGINEERING / AUTO
SECTOR
CASE STUDY OF TATA MOTORS
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20.  TATA MOTORS deployed Siebel CRM applications
throughout Tata Motors organization to overcome
above challenges
 Siebel Automotive, a comprehensive customer
relationship management (CRM) solution designed
specifically for companies in the automotive industry.
Was deployed throughout TATA MOTORS
CRM - ENGINEERING / AUTO SECTOR
IMPLEMENTATION AT TATA MOTORS
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21.  Deploying Solution in Three Phases Tata Motors has
taken a phased approach to the implementation, with
the goal of achieving success in each phase before
moving forward.
 Phase 1
 Phase 2
 Phase 3
CRM - ENGINEERING / AUTO SECTOR
CASE STUDY OF TATA MOTORS
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22. Conclusion
Companies that are not improving their
relationships with customers are gambling with
the future of their businesses.
Focus on adding value to customers, not
efficiency or control-oriented imitations.
If it weren’t for the Internet, there wouldn’t be
CRM as we know it today.
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There is only one boss. The customer. And he can fire everybody in the company
from the chairman on down, simply by spending his money somewhere else.
Sam Walton

23. References
1.CRM-EMERGING TOOLS AND APPLICATIONS
Editors: Jagdish N Sheth ,Atur pavatiyar,G Shainesh
2.CRM- THE NEW FACE OF MARKETING
ICFAI
3.CRM – AT THE SPEED OF LIGHT
Paul Greenberg
4.CUSTOMER RELATIONSHIP MANAGEMENT
Kristin Aderson Carol Kerr
5.SECRETS OF CRM
James G. Bwnes
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24. References
6. CRM - Graham Robert Phelps
7. CRM – R.K Sugandhi
8. CRM - Burak Gorakglu
9. www.crm2day.com
10. www.crmadvocate.com
11. www.sourcio.com
12. www.gartnerg2.com
13. www.eweek.com
14. www.youtube.com
15. www.talisma.com
16. www.businesslink.gov.uk.com
17. www.daffodildb.com
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