Grey Worldwide Case

2. Traditional
CRM
Customer acquisition focused
Customer retention & loyalty focused
Primary channels of
communications are Face to Face
meeting and Phone call
Traditional channels and Online channels
with the advent of technology (email, chat
etc.)
Primary assets are people or
company agent
Primary assets are people, customer data,
knowledge content
Every customer is important and
hence transactional mind-set
Profitable customer is more important and
hence relational marketing mind-set
Customer data was stored as a
general historical data
Customer data was personalised and used
for cross-selling & up-selling

3. • Front end
• System to deal with customer touch points
• Internet
• Multimedia
• Television and other sources
• Back End
• Application integration for incoming e-mail / telephone
• Strengths
• Strong Brand
• Existing customer data

4. Integration of CRM through
• Knowledge Management System
Data Warehousing and Data mining should be used to create KMS
Identification of data gaps and ensuring data quality
Integration with third party data providers
 KMS should ensure right knowledge is available in the right form to the
right entities at the right time at right cost
• Business Intelligence Tools
 Develop algorithms for customer profiling and churn analysis
It will ultimately measure customer loyalty and attrition

5. • Train entire staff for uniformity across organization
• If possible, interaction in the firm should be done using CRM
technology as a pilot project for more clarity
• Front end staff should be encouraged to think more
strategically to come out with customer insights
• Back end staff should validate the claims of FE staff by BI/KM
tools.