The document discusses several CRM techniques used by different companies: 1) Apple's Genius Bar provides free technical support and repairs at its retail stores. 2) Big Bazaar uses a point card system to segment customers into different value categories. 3) Reliance Mart offers a membership program where customers earn redeemable points on purchases and access to insurance policies. 4) Airtel allows customers to send automated voice messages for marketing campaigns.

2. 6 CRM TECHNIQUES
1. GENIUS BAR - APPLE
2. POINT CARD - BIG BAZAAR
3. MEMBERSHIP – RELIANCE MART
4. VOICE YOUR MASSAGE - AIRTEL
5. COUPONS - PANTALOONS
6. E-MAIL - RIGHT CHOICE MAGZINE

4. Apple’s CRM techniques
- Genius Bar
• I would like now to talk about the main feature Apple has in its retail
chain, one that really shows interest for the customers, that really satisfy
them. The Genius Bar.
• The Genius Bar is section of the store, always located at the end, where
you can go if you need any kind of assistance.
• It’s free, you only need to book an appointment online, and than go to
the nearest Apple Store. You will find a Genius, waiting for you, waiting
to answer to all of your questions.
• The session can last 30 minutes, where you are face to face with a
person that tries to help you. If your product need to be fixed, they will
repair it in store, charging you with the related costs, if the product is no
longer under warranty.

6. POINT CARD - BIG BAZAAR
• Database is formed through the issue of future card and card is of three types silver
card, gold card and sakthi card. Sakthi card is issued to ladies and this card
provides, free sugar(1 kg) per month.
• Customer profitability analysis (CPA) is done on the basis of transactions made
through the future cards.
 Platinum customers (most profitable).
 Gold customers (profitable).
 Iron customers (low profitability but desirable).
 Lead customers (unprofitable and undesirable).
•
• Differentiate customers in terms of: (1) their needs and (2) their value to company.
• Interact with individual customers to improve the knowledge about individual needs
and to build stronger relationships.

8. RELIANCE –MEMBERSHIP PROGRAMME
• There exists a blanket customer relationship programme called the reliance one
membership programme for the purpose of maintaining customer loyalty.
• The membership programme is a very simple one where a willing customer is
required to fill a form giving personal information and he gets a temporary card
which will be made permanent after six months.
• On each purchase of rs. 100 the customer gets one redeemable point on the
production of card at billing counter. The collected points can be redeemed in
form of discounts on future purchases on demand of the customer.

9. • The customers also get the opportunity of availing four different kinds of
insurance on the payment of a nominal fee. For example a customer can get an
accidental death insurance of rs six lakhs on the payment of rs. 400 only.
• Other forms of insurances are disability, hospitalization and home insurances.
• The members of relianceone get the opportunity of taking part and winning
prizes by the way of lucky draws on regular intervals.

10. VOICE YOUR MASSAGE - AIRTEL

11. • Take your marketing to a more traditional method with our voice broadcasting
tool. Voice broadcasting is an effective and smart way to connect with your
customers and adds a voice to the company. Let your guests know about an
upcoming event by simply leaving an automated voice message.
Voice broadcasting is the perfect solution for call center marketing programs,
customer reminders and political campaigns. Our voice broadcasting solution is
simple to use, 100% web-based and delivers results in real-time. All you need to
supply is your message by recording your own or uploading a file.

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13. E-MAIL – RIGHT CHOICE MAGZINE
• Email Deliverability is all about increasing the chances that your email messages will reach a
recipient's Inbox.
• Benefits of E-mail technique
1. Email marketing has ability to send real time massage.
2. E-mail marketing Offer unique ability to personalize message.
3. E-mail marketing can be done at very low cast.

15. E-MAIL

16. CASE STUDY- YES BANK
• It is a time when the phrase 'customer is king' holds more water than
ever before, especially for the banking sector. YES bank was no
exception.
• It managed cutomer relation via Excel sheets, which lacked interactive
features and wasn't the smartest way to run the bank's sales force. Yes
Bank Collaborative CRM (YCCRM) changed all that with banking
heavily on employee collaboration.
• YES Bank was established in 2004 with financial support from
Rabobank Netherlands.
• There is servicing of 10 lakh leads and around 5 lakh service requests
per year.
• Customer service has improved by 60 percent and turnaround time for
its processes by almost 70 percent

17. • YES Bank was no exception. It managed customer relations via Excel
sheets, something that the bank was beginning to regret.
• The problem was that it was a one-way information sharing system that
restricted data flow from the customer to the company.
• "We had instances when we lost sales leads, or multi-interfaces to the
same lead and re-assignment of leads. We just couldn't track older leads
because there were multiple registrations and entry for tracking them,"
says a branch manager of YES Bank who prefers not to be named.
Having a customer relationship management (CRM) solution was the
need of the hour.
• "While conceptualizing the CRM, I was not looking at a mature and stable
CRM package because our retail business model itself was demand-
based and hence very fluid

18. • We wanted to start with a small framework-based model which changes with our
business needs," says Suvanjay Kumar Sharma, VP (corporate strategy) & chief
enterprise architect, YES Bank. "We wanted a flexible solution that would change in
accordance to the dynamics of our business.
• What we wanted was a scalable CRM that could grow as we grew and not just any CRM
solution," says Sharma. And from those priorities was born the concept of the Yes Bank
Collaborative CRM (YCCRM).
• The system has two logical separation models: a pre-acquisition and a post-acquisition
service cycle for customers," explains Sharma. It took six to eight months to develop and
implement the solution in the first branch.

19. • The customer information captured in the YCCRM is
mapped to blog-like entries made by employees. These
entries include ideas, suggestions, and perceptions of the
sales representatives.
• The sales and product teams can then analyze this
information and figure out related business opportunities.
Such information can also be leveraged to customize
existing products or conceive new products altogether.