This document provides an overview of customer relationship management (CRM) concepts and technologies. It defines CRM as a business strategy that integrates internal and external processes to create and deliver value to targeted customers for profit. The document outlines four types of CRM: strategic, operational, analytical, and collaborative. It also discusses CRM solutions, components of the CRM ecosystem, analytics, and knowledge management.

1. CUSTOMER RELATIONSHIP
MANAGEMENT: CONCEPTS
AND TECHNOLOGIES
(CRM)
PRESENTED BY:
SAURABH SHARMA

2. CRM: CRM is the core business strategy that integrates internal
processes and functions, and external networks, to create and deliver
Value to targeted customers at a profit. It is grounded on high quality
Customer related data and enabled by information technology.
Types of CRM:
1. Strategic CRM
2. Operational CRM
3. Analytical CRM
4. Collaborative CRM

3. 1.Strategic CRM: It is focused upon the development of a
customer-centric business culture. This culture is dedicated to winning and
keeping customer by creating and delivering value better than competitors.
1.Product Oriented businesses: Best quality product to win the customer.
2.Production Oriented businesses: Low cost high production to provide a wide
Range of products at a lower cost to win the customer.
3.Sales Oriented businesses: high investment in advertising and promotion to
win The customer.
2.Operational CRM: operational CRM automates and improves
customer-facing and customer supporting business process.CRM software
application enable the marketing, selling and service functions to be
Automated and integrated.
1.Marketing Automation:- marketing automation enabled marketer to do
(i) Market segmentation
(ii) Campaign management
(iii) Event based (trigger) marketing

4. 2.Sales force automation:-
(i)Account Management
(ii)Lead Management
(iii)Opportunity Management
(iv) Pipeline Management
(V) Contact Management
(VI) Quotation and proposal generation
(VII) Product configuration
3.Service Automation:-
(I) Case (incident or issue) management
(II) Inbound communications management
(III) Queuing and routing
(IV) Service level management

5. 3.Analytical CRM:-
Analytical CRM is concerned with capturing, storing, extracting,
integrating, processing ,interpreting, distributing, using and reporting
Customer related data to enhance both customer and company value.
1. Sales data 2.financial data
3.Marketing data 4.Service data
4.Collaborative CRM:-
 It used to describe the strategic and tactical alignment of normally
Separate enterprises in the supply chain for the more profitable
identification, attraction, retention and development of customers.

6.  Miss-understandings About CRM:-
1.CRM is database marketing
2. CRM is marketing process
3. CRM is an IT issue
4. CRM is all about loyalty schemes
5. CRM can be implemented by any company
 CRM Definition:- CRM is the core business strategy that integrates
Internal processes and functions and external networks to create and
Deliver value to targeted customers at a profit. It is grounded on high
Quality customer related data and enabled by information technology.

7. CRM Constituencies:-
1.Companies 2.customers and partners of those companies
3.Vendors of CRM software 4. management consultants
5.CRM application service providers (Asps)
6. Vendors of CRM hardware and infrastructure
Commercial context of CRM:-
1. Banks:- analytical capability enhancement to enhance cross selling
2. Automobile manufacturers :- selling through distributors/dealers
Networks. It needs highly collaboration.
3.High-tech. companies
4.Customer goods manufacturers

8. Models of CRM:-
The IDIC model:- 1. Identification- customer identification
2.differentiate- high/low value for present and future
3.Interact- understand customer’s needs and wants
4.Customize- ensure that the expectations of customers are met
The QCI model:- ???

9. Relationship:-
A relationship is a composed series of interactive episodes between
Dynamic parties over time.
Changes within Relationship:
1. Awareness 2. Exploration
3. Expansion 4. Commitment
5. Dissolution
 TRUST:- 1. benevolence 2. honesty 3. competence.
 Types of trust:- 1. calculus based trust
2. Knowledge based trust
3. Identification based trust

10.  reason for companies want relationship with customers:-
1.Reduced marketing costs
2.Better customer insight
3.Customer life time value
reason for companies do not want relationship with
customers:- 1.loss of control
2.Exis cost
3.Resource commitment
4.Opportunity cost

11. Loyalty ladder:-
Advocate
Loyal customer
Repeat purchaser
First time purchaser
Prospect
suspect

12. The CRM Ecosystem:-
CRM
ecosystem
Service providers
CRM solutions
providers(oracle,
SAP, sales
force,microsoft)
Hardware and
infrastructure
vendors

13. 1.CRM Solutions Providers:-
1.Enterprise CRM suites:- More than one billion dollar business and
More than 1000 employees
2.Mid Market CRM suites:- Less than one billion dollar business and
Less than 1000 employees
3.CRM specialty tools:- Solutions for narrow functional breadth but
Deep specialty capability for enterprise and mid market businesses.
2.Hardware and Infrastructure Vendors:-
1.Call Centers :- Tight integration- software and customer service
Agent’s desktop and automated call distribution (ACD)
2.Sales person has to synchronized their devices with central team.

14. 3.Service Providers:-
1.Strategy Consulting
2.Business Consulting
3.Application Consulting
4.Technical Consulting
CRM Solutions:-
1.Customer and Product Management
2.Marketing
3.Sales
4.Service and Support
5.Partner relationship management (PRM)

15. CRM Analytics:-
1.Standard Reporting
2.Online analytical processing (OLAP)
3.Data Mining
Automated workflow:-
1.Service enquiry escalation
2.Email response
3.Lead assignment
4.Dialog scripting
5.Log-in navigation
6.System integration

16. Product
Product –ID
Product –
Description
Customer
Customer-ID
Customer –name
Customer-
Description
Region
Region –ID
Country
State
City
Time
Year –ID
Month –ID
Week-ID
Day-ID
FACT
Product-id
Customer-id
Region-id
Month-id
Year-id

17. Knowledge Management:-
•Knowledge Management is the organizational practice of consciously
Gathering , organizing, storing, interpreting, distributing and judiciously
Applying that knowledge to fulfill the mission of the organization.
It should be:-
1.Sharable
2.Transferable
3.Accurate
4.Relevant
5.Timely
6.Secure