This document discusses Customer Relationship Management (CRM). It defines CRM and explains why it is important for managing customer relationships. It outlines different types of CRM, provides examples of how CRM has helped different companies, and discusses best practices for implementing CRM including assessing needs, defining requirements, training users, and reviewing the system. It also covers common mistakes to avoid during implementation and recommends consulting help and phased implementation for best results.

1. Customer Relationship Management Shaik Abdul Zaheer FMG-16, Sec-A Roll No. 71038

2. Acknowledgement Prof. Asif Zameer, Mentor for the project Prof. Vivek Kumar, Programme Director, FMG-16 Examination Department Academic Office FORE School of Management

3. Outline of the presentation Introduction Introduction into the world of CRM Types of CRM Different Case Studies How to implement CRM Recent trends & Software Learning’s & Recommendations

4. Introduction CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. CRM should address Marketing Sales Post-sales I D I P Identify your customer Differentiate Interact Personalize

5. Introduction into the world of CRM What is CRM? Why is CRM important • CRM gives a 360 degree view of the customer • CRM is a mindset and a philosophy • Implementing CRM requires patience • CRM = Customer Analysis • CRM for optimizing the timing of the sales • CRM for future customers Who can do CRM?

6. Advantages & Disadvantages of CRM Advantages of CRM Increase in amount of information Increases customer satisfaction Increase sales by optimizing sales life cycle SME’s have fewer clients and so easier to implement Disadvantages of CRM High cost involved Difficulty in managing the flow of information

7. Types of CRM Operational CRM Sales Force Automation CRM Analytical CRM Sales Intelligence CRM Campaign Management Collaborative CRM Consumer Relationship CRM

8. Case I – Cortech Engineering Specializes in industrial pumps Needs CRM software in order to keep a tab on its inventory and integrate its sales order with this inventory so as to have a smooth flow of work. Major problem – Organization has to react quickly to the customer’s order, because there is not enough cash flow and the faster the organization reacts, the better the cash flow is. Advantage of having a single view of the pending items, resulted in a reduced staff and at the end reduction in the costs for the company. This enabled the organization to have better profit margins and deliver better products to their customers.

9. Case 2 – Shulas Steak Houses Challenge – Managing geographically separated restaurants. To integrate all these chains into one big organization and make sure that each of them is on track with respect to the company directives. Answer – Implement CRM software that could achieve this and as well as grow with the organization as it added more and more restaurants in its chain. The software gives an idea about the present scenario of the system and the steps to be taken in the future. This is especially useful in cases where there are restaurant chains or franchising networks.

10. Case 3 – Performance Cruising How could CRM help a boat-building company? Custom boat-building is the norm. Everything that the client demands has to be captured effectively. With the software, they could exactly understand what the client wanted and make a boat according to those specifics. Keeps track of various sections and keeps a check that it is being built according to the customer’s specifics. Preparation of sales is also prepared so as to do the billing and invoicing for the customer more effectively.

11. What is to be understood before implementing CRM? Getting new Customers from Consumers in the Market Macro Level operations Scanning the Environment Market Research Segmenting the Market Identifying the Target Market Segment Resources Planning Micro Level operations Identify the potential customers Using the promotional methods Obtain the order and execute the same

12. What is to be understood before implementing CRM? Converting him to prospective Customer Collection of Data Through Data Mining Process Analysis of Data to segment customers Arriving at a differentiated Marketing Strategy Implementation of strategy arrived Monitoring of the implemented strategy Converting him to Loyal Customer Encouraging personnel-customer relationship Initiate business proposals Offering investment options for the Customers

13. How to implement CRM? Kick-Off Meeting Assessment Requirements Definition Statement of Work (SOW) Finalized agreement Begin implementation Review End Implementation Acceptance Testing Installation and setup User acceptance testing (UAT) Training Deployment Follow-up

14. How can consultants help? Experience in the target industry Experience with organizations of similar size Experience with multiple CRM vendors

15. Common mistakes while implementing CRM Data Is Ignored Politics Rule IS Organization and Business Users Can’t Work Together There Is No Plan CRM Is Implemented for the Enterprise, Not the Customer A Flawed Process Is Automated No Attention Is Paid to Skill Sets Have a data quality strategy. Devote one-half of the total timeline of the CRM project to data elements. Formulate CRM strategies at the enterprise level. Appoint a senior manager to be responsible for cross-departmental CRM Establish cross-discipline teams early in the process, requiring the IS organization and business users to work together. Ensure that both sides sign off on all steps of the CRM process Establish a high-level CRM plan that addresses issues of tactics, processes, skill sets and technology, and publicize it enterprise wide so everyone knows how the enterprise is transforming itself Involve employees and customers throughout the CRM process to ensure that their interests are represented in the project Use CRM as a springboard to examine all customer-related processes, to remove those that are not needed, and to rework those that are impacted by technology Educate employees on the CRM initiative and train them on CRM tools and technology to enable them to communicate with customers more effectively

16. Recent trends in CRM Innovation Experience SaaS Productivity Process Clean Data Mobility More Value From CRM to CVM (Customer Value Management)

17. Software used in CRM SEIBEL Software Siebel Systems, Inc Founded by Thomas Siebel in 1993 At first known mainly for its sales force automation products In 2000, revenue surpassed the $1 billion mark 45% market share in CRM in 2002

18. Learning’s CRM is quite an effective tool when implemented properly. A consultant can help tremendously while implementing CRM because of all the various complications involved with it. An organization needs to understand if it really needs all the CRM aspects in its organization or what parts can suffice. The best method of implementation has to be studied before implementation. Selection of CRM vendor has to take place in consultation with the consultant. The things to be taken care of before implementation have to be thoroughly understood before the implementation and taken care of.

19. Recommendations A consultant has to be hired who has experience as well as expertise in implementing CRM. Phase by phase implementation of CRM is the best way to implement it and should be followed. A medium enterprise should implement CRM rather than a Small enterprise. Constant review of the system has to take place. Seibel is one of the best software’s in the market for the implementation of CRM.

20. References http://en.wikipedia.org/wiki/Customer_relationship_management http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci213567,00.html http://www.columbusit.es/citp-hq---crm/crm---your-business/what-is-crm.aspx http://blog.gartner.com/blog/crm.php http://blog.printplace.com/2008/11/27/6-reasons-why-crm-is-important/ http://www.customerthink.com/forum/what_is_the_right_culture_to_implement_crm_s http://smallbiztechnology.com/archive/2007/12/if-crm-is-so-important-why-are.html

21. References http://www.businessonlybusiness.com/theories/crm/03%20-%20advantages%20and%20disadvantages.htm http://www.goarticles.com/cgi-bin/showa.cgi?C=811804 http://www.ehow.com/how_2158436_implement-crm.html http://ezinearticles.com/?How-to-Implement-a-CRM http://www.squawkmarketing.com/Choosing_a_CRM http://www.tsgonestop.com/srf.pdf http://blogs.salesforce.com/ask_wendy/files/sfdc_crm_trends_webcast_6.20.07.pdf http://www.ficci.com/media-room/speeches-presentations/2007/may/rural/ArunSahay.pdf http://en.wikipedia.org/wiki/Siebel_Systems

22. Customer Relationship Management Shaik Abdul Zaheer FMG-16, Sec-A Roll No. 71038 Thank You