The document outlines the strategic planning and implementation of Customer Relationship Management (CRM), emphasizing customer knowledge enhancement and relationship maintenance. It discusses various CRM strategies, planning steps, implementation processes, and the importance of technology and analytics in CRM. Additionally, it covers common issues encountered during implementation, guidelines for success, and the role of CRM managers.

1. UNIT – IV CRM PLANNING AND
IMPLEMENTATION
By VARUN KESAVAN
E – MAIL ID – varunkesavan@yahoo.com
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2. STRATEGIC CRM
 STRATEGIC CRM IS A COMPLEX SET OF
ACTIVITIES THAT TOGETHER FORM THE BASIS
FOR A SUSTAINABLE AND HARD TO INITIATE
COMPETITIVE ADVANTAGE.
 THE AIM OF STRATEGIC CRM IS TO
CONCENTRATE AND ENHANCE THE KNOWLEDGE
ABOUT CUSTOMERS AND USE THIS KNOWLEDGE
TO IMPROVE AND CUSTOMISE THE
INTERACTIONS WITH CUSTOMERS TO MAINTAIN
LONG – TERM RELATIONSHIP WITH THEM.
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3. REASONS FOR ADOPTING
CRM STRATEGIES
 COMPETITITON
 CONSUMER EXPECTATION
 TECHNOLOGY
 DIMINISHING IMPACT OF ADVERTISEMENTS
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4. TYPES OF CRM
STRATEGIES
 OPERATIONAL EXCELLENCE
 PRODUCT LEADERSHIP
 CUSTOMER INITMACY
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5. STRATEGIC CRM
PLANNING PROCESS
 STAGE – 1 AMPLIFY COMMITMENT
 STAGE -2 BUILDING VALUABLE PROJECT TEAM
 STAGE – 3 REQUIREMENT ANALYSIS
 STAGE – 4 DEFINE THE C RM STRATEGY
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6. IMPLEMENTING CRM
STRATEGIES
 STEP – 1 IDENTIFICATION OF CUSTOMERS
 STEP – 2 DIFFERENTIATION OF SERVICE
 STEP – 3 INTERACTION WITH CUSTOMERS
 STEP – 4 CUSTOMISATION OF PRODUCTS,
SERVICES AND COMMUNICATION
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7. ESSENTIALS OF CRM
STRATEGY
 CLEAR ALIGNMENT
 CUSTOMER FOCUSED
 SENIOR EXECUTIVE SPONSORSHIP
 USE OF FULL RANGE TECHNOLOGY
 SELLING THE COMPANY AS WELL AS THE WARES
 PUTTING CURRENT APPLICATION TO STRATEGIC
USE
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8. CRM PLANNING AND
IMPLEMENTATION
 COMPONENTS OF CRM PLANNING AND
IMPLEMENTATION
 CRM READINESS ASSESMENT
 CRM CHANGE MANAGEMENT
 CRM PROJECT MANAGEMENT
 EMPLOYEE ENGAGEMENT IN CRM PROJECT
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9. PHASES IN CRM
PLANNING AND
IMPLEMENTATION DEVELOP THE CRM STRATEGY
 BUILD CRM PROJECT FOUNDATIONS
 NEEDS SPECIFICATIONS AND PARTNER
SELECTION
 PROJECT IMPLEMENTATION
 PEROFMANCE EVALUATION
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10. CRM TOOLS
 COLLABORATIVE CRM TOOLS
 SOCIAL CRM TOOLS
 OPERATIONAL CRM TOOLS
 MKTG AUTOMATION CRM TOOLS
 ANALYTICAL CRM TOOLS
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11. IMPLEMENTATION OF
ISSUES IN CRM
 EXCLUSIVITY
 LACK OF TRAINING
 WASTED FUNDS
 SMALLER BUSINESSES
 COSTS
 TRANSITION
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12. GUIDELINES FOR
SUCCESSFUL CRM
PLANNING AND
IMPLEMENTATION
 DEVELOP CORPORATE – WIDE CRM ENGAGEMENT FROM
KEY SHAREHOLDERS
 ENVISION THE COMPANY’S CRM STRATEGY
 DETERMINE AND PRIORTISE CRM DRIVERS AND
REQUIREMENTS
 DEVELOP A CRM ROADMAP
 THINK INTEGRATION
 DO YOUR HOMEWORK AND CREATE A SHORTLIST
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13. CONTINUD……….
 APPLY THE 80 – 20 RULE IN THE SELECTION
PROCESS
 KEEP EVERYONE IN THE LOOP
 LEARN ADJUST AND EVLOVE
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14. POWER OF ANALYTICAL
CRM
 CUSTOMER ANALYTICS
 MARKETING ANALYTICS
 SALES ANALYTICS
 SERVICE ANALYTICS
 CHANNEL ANALYTICS
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15. STEPS IN ANALYTICAL
CRM PROCESS
 STEP – 1 PROBLEM FORMULATION
 STEP – 2 PREPARATION
 STEP – 3 DEFINITIVE ANALYSIS
 STEP – 4 VISUALISING
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16. BENEFITS OF ANALYTICAL
CRM
 DESIGN AND IMPLEMENT TARGETED MKTG
CAMPAIGNS
 PREDICTIVE ANALYTICS
 CUSTOMER SEGMENTATION
 ATTTRACTING CUSTOMERS
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17. OPERATIONAL CRM
 IT REFERS TO SERVICES THAT ALLOW AN ORG
TO TAKE CARE OF THEIR CUSTOMERS. IT
PROVIDES VARIOUS SUPPORT TO BUSINESS
PROCESSES
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18. TYPES OF CUSTOMER
TOUCH POINTS
 FACE TO FACE TOUCH POINTS
 DATABASE DRIVEN TOUCH POINTS
 MASS MEDIA
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19. ELEMENTS OF
OPERATIONAL CRM
 SALES FORCE AUTOMATION(SFA)
 ENTERPRISE MKTG AUTOMATION(EMA)
 CUSTOMER SERVICE AND SUPPORT SYSTEM
(CSS)
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20. APPLICATION OF
OPERATIONAL CRM
 MKTG AUTOMATION
 SALESFORCE AUTOMATION
 SERVICE AUTOMATION
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21. CUSTOMER SERVICE AND
OPERATIONAL CRM
 CALL CENTRE
 WEB – BASED SELF SERVICE
 CALL SCRIPTING
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22. CALL CENTRE MGMT
 A CALL CENTRE IS THE PLACE WHERE A LARGE
NO OF PEOPLE HANDLE THE INCOMING AS WELL
AS OUTGOING TELEPHONE CONVERSATIONS OF
A VARIED NATURE WITH THEIR CUSTOMERS.
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23. FEATURES OF CALL
CENTRE SYS
 AUTOMATIC CALL DISTRIBUTION
 INTERACTIVE VOINE RESPONSE(IVR)
 PREDICTIVE DIALLING
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24. OBJECTIVES OF CALL
CENTRES
 INCREASED SALES
 CUSTOMER SERVICE
 CUSTOMER RETENSION
 OPTIMAL RESOURCE UTILISATION
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25. CLASSIFICATIONS OF
CALL CENTRE
 INBOUND/OUTBOUND
 INTERNATIONAL/NATIONAL
 IN- HOUSE / OUTSOURCED
 OTHERS
 CONTACT CENTRE
 BLENDED CALL CENTRE
 TELEPHONE ANSWERING
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26. USE OF TECHNOLOGY IN
CALL CENTRE
 AUTOMATIC LEAD SELECTION
 AUTOMATED CALL DISTRIBUTOR(ACD)
 COMPUTER TELEPHONY INTEGRATION(CTI)
 VIRTUAL CALL CENTRE
 CLOUD COMPUTING
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27. TRAITS OF CRM
MANAGER
 PROFESSIONALISM
 COMMUNIACATION
 AVAILABILITY AND RESPONSIVENESS
 UNDERSTANDING EXPECTATIONS
 PRODUCT/ SERVICE KNOWLEDGE
 MANAGING CLIENT PROBLEMS
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28. FUNCTIONAL
CATEGORIES OF CRM
MANAGERS ASSIGNMENT ON THE BASIS OF PRODUCT
 CLIENT ASSIGNMENT ON THE BASIS OF
GEOGRAPHIC LOCATION
 SELECTIVE CLIENT ASSIGNMENT
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29. ROLE OF CRM
MANAGERS
 CUSTOMER SERVICE
 MKTG
 DATA ANALYSIS
 STAFF SUPERVISION
 ADMINISTRATIVE DUTIES
 COACHING SESSIONS
 CUSTOMER INTERACTIONS
 MAKING CHANGES
 PROBLEM SOLVING
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