The document discusses key concepts in customer relationship management (CRM) including acquiring, retaining, and selling more to customers. It emphasizes the importance of customer retention over acquisition, noting that retaining customers costs less and increases spending and loyalty over time. The document also covers customer segmentation, differentiation, interaction, and customization as important aspects of CRM strategy and implementation.

1. Workshop : CUSTOMER RELATIONSHIP MANAGEMENT

2. CONCEPT AND THINKING BEHIND CRM

4. DISCUSS Identify the percentage of your company’s current and future effort to grow :

5. PROFIT IMPACT OF 5% INCREASE IN RETENTION RATE

6. A LOYAL CUSTOMER IS ONE WHO … 1. Shows Behavioral Commitment : ~ Buys from only one supplier, even though other options exist ~ Increasingly buys more and more from a particular supplier ~ Provides constructive feedback/suggestions 2. Exhibits Psychological Commitment : ~ Wouldn’t consider terminating the relationship ~ Has a positive attitude about the provider ~ Says good things about the provider

8. MARKET SHARE VS. SHARE OF CUSTOMER

11. LOYALTY IN THE CRM PROCESS Transaction Product Relation Share of Wallet Dialog Share of Life Customer Acquisition (1) Customer Retention (2) Customer Relationship (3)

14. EVOLUTION OF CUSTOMER METRICS CRM Metrics Improve Market & Campaign Metrics Companies Mature into CRM Metrics

16. CRM DIMENSIONS (1)

18. Steps of Managing CRM : CUSTOMER PROFILING IDENTIFICATION

19. FOUR CRITICAL TASKS FOR CRM Identify customers Differentiate customers Interact with customers Customize treatment Analysis Strategy Implementation Implementation

22. THREE TYPES OF DATA

23. Steps of Managing CRM : DIFFERENTIATION & SEGMENTATION

25. SEGMENTATION ALTERNATIVES (1) CUSTOMER NEEDS Bases for Segmentation of Consumer Markets Geographic : 1. Political boundaries 2. Climatic regions 3. Population boundaries Demographic : 1. Age 2. Sex 3. Race 4. Marital status 3. Family size 4. Family life cycle Socio – economic : 1. Occupation 2. Education 3. Income 4. Social class Psycho – graphic / Lifestyle : 1. Activities 2. Interest 3. Opinion 4. Values Behavior Patterns : 1. Type of store 2. Time of purchase 3. Number of units purchased 4. Shopping frequency 5. Media habit Consumption Patterns : 1.Heavy usage vs light usage 2. Occasion 3. Loyalty to brand 4. Ownership of other product

28. Steps of Managing CRM : INTERACTION

29. INTERACTING WITH CUSTOMER

31. Steps of Managing CRM : CUSTOMIZATION

37. Steps of Managing CRM : TOOLS & ANALYSIS

40. TECHNOLOGY AND TOOL Campaign Management Software Customer Service & Support Solution Contact Center Management Reporting & Analytical Tool

41. THANK YOU