Customer Relationship Management (CRM) involves developing and maintaining long-term relationships with strategically important customers by creating individualized relationships and carefully targeting customers and customer groups to maximize their lifetime value. CRM aims to enhance customer acquisition and retention by better understanding customer needs and wants, offering appropriate products and services, managing the sales cycle, and identifying cross-selling opportunities. Customer satisfaction results from customers' assessment of how a product or service compares to their prior expectations, and can be increased by exceeding expectations, helping customers, providing good customer service, and addressing recurring problems.

1. Customer Relationship Management
By:
Ved Prakash Verma
M.E. Electrical (I&C), B. Tech (EE)
Lecturer , Electrical Engineering Department
A.B.V. Govt. Institute of Engineering &
Technology, Pragatinagar , Shimla-171202(HP)
Department of Technical Education,
Govt. of Himachal Pradesh

2. Customer Relationship Management (CRM)
CRM is development and maintenance of
mutually beneficially long-term relationships
with strategically significant customer.

3. Cont…
CRM is concerned with creation, development
and enhancement of individualised customer
relationship with carefully targets customers
and customers groups resulting in maximizing
their total customer life-time value.

4. Needs of CRM
 To enhance the company to identify, contact, attract
& acquire new customers.
 To obtain the better understanding of customers-
their wants & needs.
 To define the appropriate product & service offering
and match it to the unique needs of customers.
 To manage & optimize company’s sales cycle.
 To increase retention of existing customer by
improving sales, service & support.
 To identify cross selling and up selling opportunities.

5. Who is Customer?
The one who buys the product is called
the customer
Types:
- Internal Customer
- External Customer

6. Types of Customer
 Loyal Customer
 Discount Customer
 Impulse Customer
 Need Based Customer
 Wandering Customer

7. Loyal Customer
They represents not more than 20 percent of
organizations customer base, but make up more
than 50 percent of sales

8. Discount Customer
They shop in our store frequently, but make
their decisions based on size of discount/
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9. Impulse Customer
They do not come for buying a particular item
at the store, but come into the store on a whim
and will purchase what seems good at that the
time.

10. Need- Based Customer
They have a specific intension to buy a
particular type of items

11. Wandering Customer
They have no specific need or desire in a mind
when they come into store. Rather, they want a
sense of experience or community

12. Customer Satisfaction
Customer Satisfaction is a mental state,
which results from the customer’s comparison
of experience prior to the purchase with
performance perceptions after purchase.

13. Customer Satisfaction Model
Note:- Total Satisfaction is achieved when offer match the
customer needs i.e. circle is superimposed the square

14. Factor Affecting Customer Satisfaction
 Price: micromax
 Quality: roll royce
 Services: dell
 Brand Name: apple
 Reputation: nokia
 Features: samsung

15. Techniques of Achieving Customer
Satisfaction
 Understanding the Customer Needs
 Exceeding Customer Expectations
 Help Customer Help Themselves
 Hire the Best Customer Services Support
 Use of Tours and Demos
 Fixing Recurring Problems
 Clearly Defined Customer Services Policy
 Believing in Customer Complaints

16. Customer Satisfaction Index (CSI)
CSI refer to the measure how products and
services supplied by a company meet or surpass
customer expectations.

17. Importance of CSI
 CSI is leading indicators of customer
repurchase intentions and loyalty.
 CSI is point of differentiation.
 CSI reduce customer chum.
 CSI increases the customer lifetime value.
 CSI reduces negative word of mouth.
 It’s cheaper to retain customer than acquire
new one.

18. View of CSI

19. Benefits of CSI
 CSI benefits to investors how to make wealthy
relationship between a firm’s current condition and
its future capacity.
 CSI benefits to managers how to strength the
customer relationship.
 CSI benefits the Government to enhancing
economic growth, consumer utility and living
standards for citizens.
 CSI also benefits consumers in term of voice
measure that reflects their material living
standards.

20. Any Questions?
Thank