CRM in Sales Management
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This document provides an overview of Customer Relationship Management (CRM) and its key components. It discusses CRM as a strategic effort to acquire, retain and develop profitable customers. The document then summarizes CRM technology architecture and its main applications to manage customer interactions. Finally, it presents a case study of an online customer portal implemented by an organization to better manage customer relationships.
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CRM in Sales Management
- 1. 11 CRM in SalesCRM in Sales ManagementManagement
- 2. 22 AgendaAgenda What is CRM ?What is CRM ? CRM Technology ArchitectureCRM Technology Architecture Case StudyCase Study
- 3. 33
- 4. 44 TheThe ‘‘sciencescience’’ of CRM creates value through threeof CRM creates value through three key levers.key levers. AcquireAcquire •Increase theIncrease the number ofnumber of profitableprofitable customerscustomers RetainRetain •Extend theExtend the duration ofduration of customercustomer relationshipsrelationships CRM is about acquiring, developing and retaining satisfied, loyal customers, to achieve profitable growth and create economic value from the corporate brand. DevelopDevelop •Increase profitIncrease profit •from existingfrom existing •customerscustomers What is CRM?What is CRM?
- 5. 55 Understanding the GAPUnderstanding the GAP Implement Processes Implement Technologies Foster Behaviours Treating CRM as a tool implementation exercise rather than a strategic effort
- 6. 66 Take an evolutionary approachTake an evolutionary approach to customer strategyto customer strategy Human Resource TechnologyProcess Transition of perception from viewing customers as exploitable income sources to treating them as assets to be nurtured. Treating CRM as a tool, rather than a strategic effort CRM
- 7. 77 Managing Relationships means… Study factors effecting customer behavior Processtotranscendthefeel goodfactortocustomers Customer Acquisition Customer Retention Customer Delight Benchmark & measure factors: Motivation Job satisfaction Quality of work life Work place communication Leadership Influence, power, politics Organizational structure Invent new ways to create value to the customer
- 8. 88
- 9. 99 Keep focus on what is important, rather than technologyKeep focus on what is important, rather than technology Customer Delight Increase customer profitability – bundle offering:value proposition – strategize differently for high-value and low-cost customers Customer Retention Listen – empathize – adapt – innovate – create value – transcend value – orient to customer loyalty program Customer Acquisition Personalize – innovate – differentiate – show more value – profit the customer CRM rapidly evolving from technology-CRM rapidly evolving from technology- centric to a business-value effort.centric to a business-value effort.
- 10. 1010 Customer Relationship Management (CRM) is the core capability of an overall customerCustomer Relationship Management (CRM) is the core capability of an overall customer strategy to understand who your customers are, what should you offer, how do youstrategy to understand who your customers are, what should you offer, how do you interact, and how to integrate this capability across the enterprise.interact, and how to integrate this capability across the enterprise.
- 11. 1111 CRM Technology ArchitectureCRM Technology Architecture Component of CRM used for Customer interaction Management AnalyticalCRM application OperationalCRM application Interaction CRM Data Warehousing & Business Intelligence
- 12. 1212 Application of CIMApplication of CIM Application of CIM Assisted Automated Transactions Telephony Management W ebsite Management Email Management Real time Web Collaboration E-mail Management system Dialers, IVR
- 13. 1313 Email Management SystemEmail Management System Automated transaction :Automated transaction : Information aboutInformation about a new product offering or discount schemesa new product offering or discount schemes Assisted transactionAssisted transaction : Reply to the query of a: Reply to the query of a customer about a specific problem faced in acustomer about a specific problem faced in a product.product. - Supplements the marketing and sales force-automationSupplements the marketing and sales force-automation processes of an organizationprocesses of an organization - Effective and inexpensive system to test market oneEffective and inexpensive system to test market one’’s tops top customer segment.customer segment. - Application inApplication in Banking & Finance, Travel & Hospitality and BPOsBanking & Finance, Travel & Hospitality and BPOs
- 14. 1414 Website Management SystemWebsite Management System Assisted transactionAssisted transaction : Chat with a live agent, guided: Chat with a live agent, guided to choose suitable financial productto choose suitable financial product Automated transactionAutomated transaction : Browsing through an: Browsing through an interactive web page accessing information aboutinteractive web page accessing information about specific productspecific product - Various real-time collaborations : instant messaging, live Web- Various real-time collaborations : instant messaging, live Web conferencing, interactive chat, semi-automated responses andconferencing, interactive chat, semi-automated responses and screen or document sharingscreen or document sharing - Multiple sessions handling at a time in asynchronous mode .Multiple sessions handling at a time in asynchronous mode . - E-commerce websites, outsourced call centersE-commerce websites, outsourced call centers
- 15. 1515 Telephony Management SystemTelephony Management System Assisted transactionAssisted transaction : Predictive dialers for outbound: Predictive dialers for outbound campaigningcampaigning Automated transactionAutomated transaction : Query handling via IVR and: Query handling via IVR and ASR like bank account balance enquiry, flight/railASR like bank account balance enquiry, flight/rail reservation statusreservation status - Hindi and local language processing in ASRs, Speech to textHindi and local language processing in ASRs, Speech to text and text to speech conversionand text to speech conversion - Service lines or toll free numbers for presalesService lines or toll free numbers for presales - Convergence of voice, Web and e-mail responseConvergence of voice, Web and e-mail response - Telecom and Banking & Financial institutionsTelecom and Banking & Financial institutions
- 17. 1717 CustomerCustomer Portal homepagePortal homepage
- 18. 1818 Contact Info of CustomerContact Info of Customer 1800-180-1211 customercare@saintgobain.com Mr Kedar Nath kedar@saintgobain.com Mr Sanjay Jagavkar sanjay@saintgobain.com
- 20. 2020 Create - Service RequestCreate - Service Request customercare@saintgobain.com
- 21. 2121 Create - Information RequestCreate - Information Request kedar@saintgobain.com Mr Kedar Nath
- 22. 2222 Create - Quotation RequestCreate - Quotation Request kedar@saintgobain.com Mr Kedar Nath
- 23. 2323 Search – New User RequestSearch – New User Request
- 24. 2424 Search – My OrderSearch – My Order My order
- 25. 2525 Search – My ticketSearch – My ticket
- 26. 2626 Search – My ContractSearch – My Contract
- 27. 2727 Search – My iBaseSearch – My iBase COOL LITE 0056 4456 COOL LITE 0056 345 COOL LITE 0056 9089 COOL LITE 0056 COOL LITE 0056 7777 COOL LITE 0056 5555 COOL LITE 0056 5678 COOL LITE 0056 COOL LITE 0056 777 COOL LITE 0056 COOL LITE 0056
- 30. 3030
- 31. 3131
- 32. 3232
- 33. 3333 Master – Client MasterMaster – Client Master
- 37. 3737 New Project EntryNew Project Entry
- 38. 3838 New Account Project ListNew Account Project List
- 39. 3939 Project list for Invoice AccountingProject list for Invoice Accounting
- 40. 4040 Pricing Request Entry ModulePricing Request Entry Module
- 43. 4343 Key Account MasterKey Account Master