UNIT - 3 CRM STRUCTURES
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THIS UNIT MAINLY DEALS WITH THE IMPORTANCE OF CUSTOMER STRUCTURES, WHICH IS ESSENTIAL FOR A BUSINESS TO SURVIVE IN THE MARKET ARENA.
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UNIT - 3 CRM STRUCTURES
- 1. UNIT - III CRM STRUCTURES BY VARUN KESAVAN E – MAIL ID – VARUNKESAVAN@YAHOO.COM 1
- 2. ELEMENTS OF CRM CUSTOMER KNOWLEDGE RELATIONSHIP STRATEGY COMMUNICATION INDIVIDUAL VALUE PROPOSITION SALES FORCE AUTOMATION CAMPAIGN MANAGEMENT 2
- 3. CRM PROCESS STEP – 1 ACQUISITION STEP – 2 CUSTOMER INTERACTION MANAGEMENT (CIM) STEP – 3 CUSTOMER RETENTION STEP – 4 ATTRITION 3
- 4. MODELS OF CRM IDIC MODEL IDENTIFY DIFFERENTIATE INTERACT CUSTOMISE 4
- 5. QCI MODEL IT DEPICTS A SERIES OF ACTIVITIES THAT COMPANIES NEED TO PERFORM IN ORDER TO ACQUIRE AND RETAIN CUSTOMERS. THE MODEL FEATURES PEOPLE PERFORMING PROCESSES AND USING TECHNOLOGY TO ASSIST IN THOSE ACTIVITIES. 5
- 6. CRM VALUE CHAIN PRIMARY STAGES CUSTOMER PORTFOLIO ANALYSIS CUSTOMER INTIMACY NEW DEVELOPMENT SCOPE VALUE PROPOSITION MANAGE THE CUSTOMER LIFECYCLE SUPPORTING CONDITIONS LEADERSHIP AND CULTURE DATA AND IT PEOPLE PROCESSES 6
- 7. GARTNER COMPETENCY MODEL CRM VISION CRM STRATEGY VALUE CUSTOMER EXPERIENCE ORGANISATIONAL COLLABORATION CRM PROCESSES CRM IFORMATION CRM TECHNOLOGY CRM METRICS 7
- 8. CUSTOMER ACQUISITION IT IS BROAD TERM USED TO IDENTIFY THE PROCESSES AND PROCEDURES USED TO LOCATE, QUALIFY AND ULTIMATELY SECURE BUSINESS OF NEW CUSTOMERS. 8
- 9. INPUT FOR ACQUISITION SUSPECTS ENQUIRIES LAPSED AND FORMER CUSTOMER COMPETITOR’S CUSTOMERS REFERRAL EXISTING BUYERS 9
- 10. PROCESS OF ACQUISITION STEP – 1 GATHER CUSTOMER INTELLIGENCE STEP – 2 ORGANISE INTERNAL ACQUISITION PLANNING MEETINGS STEP – 3 BUILD STRATEGY AROUND THE IDEAL CUSTOMER PROFILE STEP – 4 MAKE THE MOST OF THE CRM STEP – 5 SHARE THE KNOWLEDGE 10
- 11. STRATEGIES FOR CUSTOMER ACQUISITION TARGEET PROSPECTS IMPROVE DIRECT MAILINGS USING ANALYTIC TOOLS FOR CUSTOMER SEGMENTATION FINDING FINANCIAL STATUSES OF CUSTOMERS BALANCE WITH DIGITAL MARKETING COUPONS OR DISCOUNT RAISE BRNAD AWARENESS 11
- 12. CUSTOMER ACQUISITION GUIDELINES KNOW THE TARGET CUSTOMERS SEEK REFERRALS TESTIMONIALS GET STRAIGHT TO THE POINT STOP TALKING START LISTENING USE PERSUASIVE POWER WORDS REVIEW 12
- 13. CUSTOMER RETNETION PROCESS STEP – 1 IDENTIFICATION STEP – 2 ANALYSIS STEP – 3 STREAMING FOR TARGETING STEP – 4 CONTACT STRATEGIES STEP – 5 TESTING STEP – 6 EVALUATION 13
- 14. LEVELS OF RETENTION STRATEGIES LEVEL – 1 FINANCIAL BONDS LEVEL – 2 SOCIAL BONDS LEVEL – 3 CUSTOMISATION BONDS 14
- 15. STRATEGIES FOR CUSTOMER RETENTION REDUCING ATTRITION SELL AND THEN SELL AGAIN FREQUENT COMMUNICATIONS CALENDAR EXTRAORDINARY CUSTOMER SERVICE COURTESY SYSTEM PRODUCT OR SERVICE INTEGRITY COMPLAINT IS AGIFT 15
- 16. BENEFITS OF CUSTOMER RETENTION POSSIBILITY OF REPEAT BUSINESS REDUCED COSTS FOR CUSTOMER ACQUISITION FOSTERING GREATER INTERACTION BETWEEN BUSINESS AND CUSTOMER HAVING MORE DELIGHTED CUSTOMERS 16
- 17. CUSTOMER DEFECTION ACCORDING TO REICHHELD “CUSSTOMER DEFECTION IS A UNIT OF CONTAINING NEARLY ALL THE INFORMATION A FIRM NEEDS TO COMPETE, PROFIT AND GROW.” 17
- 18. CAUSES OF CUSTOMER DEFECTION PRICE INCONVENIENCE PRODUCT FAILURES ETHICAL PROBLEMS COMPETITION SERVICE FAILURES 18
- 19. ANALYSING CUSTOMER DEFECTIONS STEP – 1 DEFINING DEFECTION STEP – 2 IDENTIFYING THE CORE CUSTOMERS STEP – 3 IDENTIFY THE ROOT CAUSE OF THE PROBLEM STEP – 4 MAKE DEFECTION ANALYSIS PERMANENT 19
- 20. REDUCING DEFECTION MEASURING RETENSION RATE DISTINGUISHING CAUSES OF CUSTOMER ATTRITION COMPARING THE LOST PROFIT IMPLEMENT EFFECTIVE COMPLAINT HANDLING AND SERVICE RECOVERY PROCEDURES INCREASE SWITCHING COSTS 20
- 21. STRATEGIES FOR PREVENTION OF DEFECTION ADDRESSABLE DRIVERS SPECIALISED CHURN MODELS CHECKS AND BALANCES SALES CHANNEL PERFORMANCE EVALUATION CALL CENTRE OPERATIONAL EFFECIENCY RE – DESIGNED OPERATIONAL EFFECIENCY RE – DESIGNED PROCESS FLOWS IMPLEMENTATION OF RIGID MARKETING CAMOPAIGN KEY PERFORMANCE INDICATOR TRACKING 21
- 22. CRM ROADMAP FOR BUSINESS APPLICATION THE CORRECT CRM STRATEGY CAN CULTIVATE INTIMATE, LOYAL RELATIONSHIPS WITH CUSTOMERS AND RENDER COMPETITIVE ADVANTAGE IN THE MARKETPLACE 22
- 23. STEPS IN DEVELOPING CRM ROADMAP STEP- 1 GAIN SENIOR – LEVEL SPONSORSHIP STEP – 2 GATHER INFORMATION STEP – 3 ASSESS CURRENT STATE AND DEFINE FUTURE STATE GAPS STEP – 4 IDENTIFY VALUE OPPORTUNITIES STEP – 5 LINK VALUE OPPORTUNITIES TO STRATEGIC CRM CAPABILITIES STEP – 6 DEFINE CRM PROJECTS AND REQUIREMENTS STEP – 7 DEVELOP THE BUSINESS CASE STEP – 8 DEVELOP A ROLL – OUT STRATEGY 23
- 24. CRM IMPLEMENTATION STAGE – 1 SCENARIO ANALYSIS STAGE – 2 PURPOSE AND OBJECTIVE STAGE – 3 PLANNING STAGE – 4 PROCESS DESIGN TECHNOLOGY AND VENDOR SELECTION SOLUTION DEVELOPMENT IMPLEMENTATION MEASUREMENT 24
- 25. CRITICAL SUCCESS FACTORS FOR CRM ROADMAP IT IS VITAL TO HAVE BUY IN FROM TOP MGMT A STRONG SPONSOR IS REQUIRED IT IS ESSENTIAL TO HAVE BUY – IN AND INVOLVEMENT FORM ALL PROCESS OWNERS. FEEDBACK FORM ALL AFFECTED INTERNAL AND EXTERNAL PARTIES 25