THIS UNIT MAINLY DEALS WITH THE IMPORTANCE OF CRM PLANNING AND IMPLEMENTATION, WHICH IS ESSENTIAL FOR A BUSINESS TO SURVIVE IN THE ,MARKET ARENA.

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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