CRM (customer relationship management) is an approach focused on keeping customers at the center of business. It uses technology to organize, automate, and integrate marketing, sales, and customer service processes. There are eight key building blocks to CRM including people, processes, and technology. An effective CRM strategy considers changes in buyer behavior from factors like the internet and social media. It also focuses on people through communication, training, and surveys as well as processes for lead management, sales, accounts, and service. Implementing CRM involves discovering customer knowledge, segmentation, value assessment, experience mapping, and integrating a CRM system with other technologies like marketing automation.

1. Customer Relationship Management
An approach towards Customer-Centric Business of the Future

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CRM Strategy and Implementation
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What is CRM??What is CRM??
Organise, Automate
and Integrate by using
advanced
technologies
CRM
Application is
the key to
your Business
Solution
Gives us:
1)Marketing Tools
Needed
2)Organize the Sales
Process
3)Ensure Customer
Needs are always met
CRM is the Relationship I build with my Customers and how I manage my
Business to make sure They remain at the Centre of everything I do!

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The Eight Building Blocks of CRM
Some InsightsSome Insights
Source: http://www.gartner.com/resources/103200/103204/103204.pdf

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CRM Strategy ConsiderationsCRM Strategy Considerations
• We always have to keep in mind that “Consumers should
be at the heart of our strategy and not our product or
services.” We need to simulate our products or services
accordingly
• There had been a stark change in the Buyer Behaviour due
to the following factors which will underline our strategy
as well:
 The Internet
 Social Media
Result: Opportunities for Domains, Hosting, Website
Designing and CRM will get an extra boost in
upcoming years.
Some Important Information:
 India’s internet penetration has been estimated at 10.2%,
with 124.7 million users going online
 In Asia, India had the second largest users followed by
China which had a total penetration of 38%
 Internet's contribution to India's GDP could treble to
$100
billion by 2015, a recent study says

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CRM Strategy and Implementation
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What Should be our CRM Strategy?What Should be our CRM Strategy?
A possible outline of the strategy might be based on the following pillars:
People:
i)Communicate Vision.
ii)Recognise Customer-centric Behaviour
iii)Train Stuff on Customer Service and
Customer Dispute Resolution.
iv)Surveys (written or face to face) ; Social
media monitoring; Mystery Shopping;
Management involved with Customer
Process:
i)Lead management
ii)Sales Management
iii)Accounts Management
iv)Service Desk Efficiency
v)Marketing
Technology:
i) Implement a CRM System
ii) Integrate the CRM system
•Content Management System
(CMS)
•Marketing Automation software
•Learning Management System
•ERP
•Accounting software

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CRM ImplementationCRM Implementation
♠ Customer
Knowledge
Discovery
♠ Customer
Segmentation
based on
Demographic
Analysis
♠ Customer Value
Assessment
♠ Customer
Experience
Mapping
♠ Capability
Analysis
♠ Robust Data
Migration Plan
CRM system plan:
♠Objectives
♠Identify business
problems
♠Documentation
♠Team
♠Budget
♠Timing (2 to
4months)
♠ Stout Content
Strategy.
[Creative trigger
for curiosity and
anticipation!]
♠ Staff Training
for meeting out
Issues of
Customers and
provide a
resolution for
the same
♠ Hosting
[Hosting in the
cloud
precisely.]
♠ Rollout
• Log activities in
the system
• Followup open
leads
• User Adoption
• Data Integrity
• Management

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Integration of Social CRM into ImplementationIntegration of Social CRM into Implementation
15%
High value
High Loyalty
High value Low
Loyalty
Low value Low
Loyalty
Low value HIgh
Loyalty
Infuse into CRM a little bit of Social Media
Social Engagement achieved by:
1)Data (Closed-Graph; Open
Graph)
2)Create a space that delivers
Value Exchange
Personalised
engagement leads
to:
i)Greater Purchase
ii)Loyalty
iii)Advocacy
Transform the current social community
into something that returns more value!
C
U
S
T
O
M
E
R
CUSTOMER

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Other Aspects to UtiliseOther Aspects to Utilise
The Cloud
♠The demand for cloud-based CRM solutions is growing and shows no signs of stopping
♠The benefits of CRM in the cloud are perhaps most apparent for small- to medium-sized businesses as Cloud-based
solutions typically feature low initial entry costs and simpler set-up and maintenance
♠Most SMBs have limited technology budgets and limited in-house IT personnel. Thus, not having to deal with the
IT backend associated with an on premise CRM allows them to focus on what will have the greatest positive impact
on their growth: sales and customer service

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TakeawaysTakeaways
♠ Objectives set out should be clear and measurable
♠ Use the system to cement CRM strategies and processes
♠ Focus on people and organisational goals, not only the product
♠ Remove complexity
• People are willing to do more for you if you give them a reason.
• Solve a real pain point, and don't be afraid to charge for it!!

10. Thank YouThank You