I made this Presentation for IQPC Meddle east Call Center Summit showing some touch points in regards to make the best use of CRM

1. Nov, 2014
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Saif Mohd Saeed
Dubai Insurance Co. psc
+971.4.269.3030
www.dubins.ae

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• Understanding the need of CRM
• How to make a use out of CRM
• Changing the Organization Culture from Traditional Org. to
Customer Oriented Org. using CRM
• New CRM Technologies (SCRM)

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Understanding the need of CRM

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Customer Relationship Management (CRM) is a tool consisting of the
processes that a company uses to track, maintain and organize it’s contact
with its current and prospect customers.

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A way to identify, acquire, and retain customers, a business’ greatest asset. -Siebel
An application used to automate sales and marketing functions and to manage sales
and service activities in an organization. – Microsoft
A comprehensive business model for increasing revenues and profits by focusing on
customers. – Martin Walsh
The belief that customers should feel like a VIP every time they communicate with your
company. – Jennifer Carnie

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•To create customer Loyalty.
• Improve the quality of service provided to customers
• Use customer contact information for targeted marketing.
• Help maintain business relationships.
• Achieve efficiency in the system

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• Knowing and understanding
Your Customer Needs
• Building better relationships
with customers
• Improving Customer Experience
• Tracking Customer trends and
behaviors

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How to make a use out of CRM

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First step we Need to Define our Challenges
Management
(Support, Change Agent,
Vision & Strategy)
Total Cost of
Ownership
Time of
implementation
Customer
Adoption
New Challenge
Social Media
End User
Adoption

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A well cited study by AMR Research found that even among top CRM
vendors, 47 percent of companies reported serious challenges with end-
user adoption that often put projects in jeopardy.
Analysis shows that CRM implementations that do not make daily tasks
more productive for individuals will not see corporate benefits.

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 Most CRM Software designed in pre-Social Media Age
• Social Media is sometimes added as an after-thought which
conflicts with existing paradigm
• Corporates cannot “muscle in” on social arena
• Social Media Amplifies voice of people (Positive or Negative)
• Social Media Requires rapid response time

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Second Step is to Define the Main Goal of CRM which is: to put the
customer back into the spotlight.

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Third Step Make CRM Systems More Productive.
We can do the same by:
• Get People To Use It
• Train Your Users
• Tweak Your System Based on Feedback
• Using Call Routing Strategies
• Maintain your KPI
• Mine Your Information

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Traditional Org. to Customer
Oriented Org. using CRM

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• The goal of CRM is to put the customer first. This can only be done by
providing an efficient way to access client information as you engage
with each customer.
• In addition to providing the customer with exceptional customer
service, the tools that enable this strategy also reduce money wasting
inefficiencies.

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• Happy customers become loyal
clients
• Identify your top 20% and target
those accounts
• Find out what marketing
strategies work and stick with
them
• Remove obstacles so your sales
team spends the most time
doing what they do best

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New CRM Technologies (SCRM)

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Social Media
social interaction among people in which they create, share
or exchange information, ideas, and pictures/videos in virtual
Communities and Networks.
Social CRM
Solving customer facing business problems in the context of
how culture and technology has changed.

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•Develop a social media presence
•Fans and followers
Approach
•Minimal business integration
•Minimal technology integration
Integration
•Network size
•Promote, market, service
Long term
goal
•Business use
cases/goals/objectives
•Customers and advocates
Approach
•Organization wide
•Back end CRM/ERP systems
Integration
•Customer loyalty, revenue
generation, business use cases
•Long term customer relationships
Long term
goal

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Member communities reach more internet users
(66.8%) than email (65.1%) (Nielsen “Global Faces on
Networked Places”)
Fastest growing
sector for
Internet use is
communities
(5.4% in a year)
43% of consumers say that companies should use
social networks to solve the consumers' problems
(Cone Business in Social Media Study)
7% of organizations understand the CRM value of
social media, (Brand Science Institute, European
Perspective, August 2010)

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The three most influential factors for consumers when deciding which
company to do business with are:
• Personal experience (98%),
• Company’s reputation or brand (92%), and
• Recommendations from friends and family (88%) (American Express)

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Consumers have an active role in the
making of the brand. They buy
online, talk, review, suggest.
72% of people are
more likely to make a
future purchase from
SME after they follow or
interacted with them on
twitter
64% of social
media users have
shared a positive exp
about business online
82% of social
media users are more
likely to recommend a
company they follow to
friends and family

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#1 Choose which social network and choose wisely
#2 talk to customer online
#3 establish long-term
relationship

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#4 encourage customer engagement
#5 let social media inform your
business

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First step is by identifying your biggest online champion,
influencers or even competitors
Set your Goals
Why you want to exist on the social world
What goes for CRM implementation goes for SCRM but in SCRM
the Splash is bigger(Positive or Negative)
Be Quick and Fast

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