CRM applications in different industries like Banking, Hospitality, Telecom and Manufactuing .

1. Customer Relationship
Management
CRM Applications In Industry
Presented by
Rahul Upadhyay
1

2. Categories of CRM Applications
• A set of applications that employ a common
architecture, with a common database
Integrated Application
Suite
Interfaced Application
Bundle
• A set of solutions from different vendors
that need to be interfaced together
Interfaced Best of Breed
Solutions
• Chosen from a cluster of Applications
Best of Cluster
• Interfaced applications with more than one
Tech architecture and database

3. CRM Applications
Key Requirements
• Business Intelligence & Analytics
• Unified Channel of Customer Interaction
• Web based functionality
• Centralized Repository for Customer Knowledge
• Integrated Workflow
• Integration with ERP solutions ( if deployed)

4. CRM Applications
Functional Components
Data Warehouse &
Analytics
Sales Applications
Marketing Applications
Customer Service & Support
Applications

5. CRM Applications- Types

6. CRM Applications
Industry Specific Requirements E.g.
Hospitality
• Interaction
Tracking
• Integration
Capabilities
• Marketing CRM
• Service
Management
Banking
• Multi Channel
Management
• Profitability
analytics
• Integrated
Targeted
Marketing
• Data Mining
Telecom
• Blended Sales &
Service Channel
Mgmt.
• Competitive
Pricing analysis
• Integration with
the Billing
System
• Churn
Management
Manufacturing
• Relationship
Management
• PRM
• ERP Integration
• SFA
• Process
alignment
• After Sales
Service

7. CRM Applications
Hospitality Industry -Features
Perishability Intangibility Inseparability
Variability
A fusion of
Marketing &
Service

8. CRM Applications
Hospitality Industry: Service Offerings
Core Benefits
• The basic
product
expected – food,
shelter etc.
Hygiene factors
• Minimum
acceptable levels
of service
attributes
expected. Ac/
Cleanliness ,
Comfortable bed
etc.
Satisfiers
• Attributes that
differentiate the
hotel from its
competitors

9. CRM Applications
Hospitality Industry –Key Success Factors
Repeat Purchases based on Customer experience
Brand equity & Positioning a result of Customer experience.
Customer Satisfiers create value for the customers & give a
unique Competitive advantage.

10. Hospitality Industry & CRM Applications
Characteristics & Requirements- Perishability
• Need to exhaust inventories
• Limited role of Pricing &
Promotions
• Loyalty & Relationships a key
factor in optimizing yields &
occupancy
• CRM also needs to take care of
customers during peak period
of congestion

11. Hospitality Industry & CRM Applications
Characteristics & Requirements- Inseparability
• Hotel stay is primarily an
experience
• Consumption & Production
occur simultaneously
• Important to manage the
“Moments of Truth”

12. Hospitality Industry & CRM Applications
Characteristics & Requirements- Variability
• Dimension 1 – the extent to which
production standards vary from a
norm in terms of outcomes &
production norms
• Dimension 2 – The extent to which
a service can be deliberately
varied to meet the specific needs
of individual customers.
• Extensive & Intensive Training,
high morale a key requirement to
ensure successful service delivery .

13. Hospitality Industry & CRM Applications
Principles
• Effective Marketing Promises
• Create an environment for
effective Service delivery
• Deliver on Marketing promise
by exceeding expectations

14. Hospitality Industry & CRM Solutions
Action Points
• Employee engagement- all employees are engaged in initiating & building
relationships
• All employees are motivated towards single vision of the organisation
• Leverage database to create value for customers through customization
• Ensure consistency in service offering as well as service delivery .
• Differentiate & recognize the difference between Promotions & Loyalty.
• Understanding the Customer’s perspective and deploy systems to deliver
accordingly.
• Develop a sense of reliability about the hotel & the brand through
consistency. This in turn will generate trust & sustain the relationship
• Ensure & deliver complete & accurate information
• Reward loyal customers

15. Hospitality Industry & CRM Solutions
Strategies & Best Practices
• Hotels maintain a Guest Profile
• Guest Feedback forms
• Interaction between employees & Guests, Especially deployed Guest Relations
executives .
• Human Resources – Hire people with temperament and attitude , extensive
training and development . Employee empowerment .
• Constant interaction between guests and client organisation to understand
customer needs better.
• Warranties & Guarantees
• Guest Loyalty programmes
• Service Recovery – Process of recovering from a failure at a moment of truth
and rebuilding relationships.

16. Hospitality Industry & CRM Solutions

17. CRM Applications
& Banking Industry

18. Banking Industry
Service Offerings
Core Benefits
• Safety,
transactions,
Interest
Hygiene factors
• Min. acceptable
levels of service
attributes
expected. ATMs,
branches,
availability etc
Satisfiers
• Any time
anywhere
service,
personalized
offers, lower
charges.

19. CRM Applications
Banking Industry –Key Success Factors
• Customer Retention & value augmentation
• Communication
• Cross selling & Upselling Opportunities
• Market Segmentation
• Product innovation
• Service on demand
• Process & Cost efficiencies

20. Banking Industry
Key Industry Features
 Multiple products (Deposits, Credit cards, Insurance, Investments
and Securities)
 Multiple Channels of Distribution (Call center, Branch, Online and
Kiosk)
 Multiple Customer groups (Consumer, SME, and Corporate)
 High Security & Regulatory Requirements
 Multiple Departments servicing the same customer
 High acquisition cost
 Extremely Competitive

21. Banking Industry
Features & CRM
Multiple Products
• One single Repository of
Customer data across
different Products.
• Identify potential
customers through
analytics for suitable
product offers
• Identify Cross selling &
Upselling Opportunities
• Consistent One view of the
Customer across the
Products & Functions
Multiple Channels
• Deploy appropriate
Channels for Customer
Contact (Branches/ ATMs/
Online etc.)
• Ensure Channel
availability as per
Customer requirements
(Weekend Banking, online
etc.)
• Enable consistent
Customer experience
across Channels
Multiple Customer
groups
• Customer Segmentation a
Key Requirements
• Differentiated levels of
Customer Service
• Identify Relevant Cross Sell
& Upsell Opportunities in
different Customer
Segments

22. Banking Industry & CRM Applications
Opportunity Areas
 Campaign Management
 Augmented Team Productivity
 Seamless Customer
Communication
 Customer Profiling
 Customer Data Warehouse
 Marketing Knowledge Bank
 360 degree Customer View across
Relationships
 Lead Generation & Opportunity
Management
 Contact Centre Management
 Streamline Processes & reduce
inefficiencies
 Enhanced Customer access (Web,
mobile etc.)
 SFA
 Customised Products & Offers
 Analytics

23. Banking Industry & CRM Applications
Strategies & Practices
• Data Warehousing & Consolidation
• Mass Customisation
• Product Innovations
• ATM & Cash Collecting Machines Deployment
• Mobile Banking & Payments
• Relationship & Account Managers
• Omni Channel approach
• Cross selling & Upselling efforts
• Promotions & Discounts

24. Banking Industry & CRM Applications
Benefits

25. Banking Industry & CRM Applications
The Axis Bank Experience

26. Banking Industry & CRM Applications
Challenges
• Security & Compliance
• Integration with the existing tech stack
• Employee buy-in and Training
• De Personalization of Customer relationships

27. CRM Applications
The Telecom Industry - Characteristics
 Multiple products (Voice , Data ,
SMS)
 Multiple channels of distribution
(Call center, Shop, Online)
 Multiple customer groups
(Consumer, SME, and Corporate)
 High Security & Regulatory
Requirements
 Lower ARPU & Profit margins
 Extremely Competitive
 Very large Market size & healthy
growth
 Perishability
 Users with different service &
technology levels (2G/3G/4G )
 Rapidly evolving Technology
 Real Time Billing
 Service delivery a key factor
 Price sensitive
 Low exit barriers

28. Telecom Industry
Service Offerings
Core Benefits
• Connectivity
Hygiene factors
• Network
availability ,
seamless
connections
,Billing
Satisfiers
• Value added
services, bundled
offers ,
Competitive
Pricing

29. Telecom Industry
Key Success Factors
 Seamless Connectivity
 Competitive Tariffs
 Cross selling & Upselling
 Segmented Offerings
 Product innovation
 Service on demand
 Churn Management

30. CRM Applications & The Telecom Industry
Opportunity Areas
• Connectivity
• Usage tracking & proactive Churn
prevention
• Campaign Management
• Billing integration
• Augmented Team Productivity
• Process streamlining
• Seamless Customer
Communication
• Customer Profiling &
segmentation
• Customer Data Warehouse
• Marketing Knowledge Bank
• Enhanced Customer access (Web,
mobile etc.)
• SFA
• Custom Product innovations &
Promotions
• Service Management
• Analytics

31. CRM Applications & Telecom
Market &
Consumer
• Data warehouse
offering single
view of the
customer.
• Segment
customers basis
Technology &
usage
• Deliver
differentiated
Pricing and
service strategies
for different
customers
• Enable analytics
Perishability
• Maximize
consumption in
the shortest
possible period
• Optimise service
delivery for the
Moments of Truth
• Promotions to
maximize
consumption
Service
Delivery
• Seamless Network
availability
• Identification of
Network dark
areas
• Demand planning
& Up-gradation
as required
• Fault tracking &
Service recovery
Competition,
Pricing &
Churn
• Competitive
Tariffs
• Billing
Transparency
• Network
availability
• Market move-
Pre to Post paid.
• Product
innovation & VAS

32. CRM Applications in Telecom
Strategies & Practices
• Data Warehousing &
Consolidation
• Segmentation
• Mass Customisation
• Product & Service
Innovations
• Payments
• Relationship & Account
Managers
• Omni Channel approach
• Cross selling & Upselling
efforts
• Promotions & Discounts
• Churn management
• Network augmentation
• Service automation

33. CRM Applications in Telecom
Challenges
 Low Tariffs
 High Churn
 Legacy Data
 High Costs

34. CRM Applications in Telecom
Amdocs

35. CRM Applications
Manufacturing- Industry Features
Creation & Delivery
of Physical Goods
High degree of
dependency of 3rd
Party suppliers &
sellers
Longer sales cycles
for High Value
goods
Pre & Post purchase
Service
requirements

36. CRM Applications
Manufacturing- Key Success Factors
Supply Chain
efficiencies Economies of scale
Product &
technology
innovations
Repeat Purchases /
Customer Loyalty

37. Manufacturing & CRM
• Customer communication
• Customer Collaboration
• Personalisation & Mass Customisation
• Process efficiencies in conjunction with ERP systems
Creation & Delivery of
Physical Goods
• Dealers -Order Placement & Management , Account &
Finance management, Analytics & History, Information &
product updates
• Suppliers -Production Plans ,Purchase orders ,Account &
Finance management, Inventory Control ,Information &
product updates
Partner Management
• Pre Sales : Information, Promotions , Customisation Opp
• Sales : Purchase finance, Fulfillment
• Post Sales : Service requests, Updates, Referrals, Upgrades ,
Cross sell
After Sales & Service

38. Manufacturing & CRM
Benefits
 Accurate Demand Forecasting
 Improved Product Quality
 Intelligent Supply Chain
 Enrichment of Customer Relationships
 More Business Won

39. CRM
CEC 4
 Choose an Industry – Banking, Telecom , Hospitality
and evaluate a CRM application against its
requirements
 15 min Group Presentation on 15th Oct