CRM -PROCESS

CRM Process:

 CRM process is defined as any group of

action that is instrumental in the
achievement of the output of an
operation system, in accordance with a
specified measure of effectiveness.
Objectives of a CRM Process:
 The main objective of CRM process is
to originate a powerful new tool for
customer retention

 CRM implementation & success rate

purely depend upon the process, which
includes the future, revenue, customer
value customer retention, customer
acquisition & profitability
Benefits of a CRM Process:
 Ability to retain loyal & profitable customers.

 Rapid growth of business project.

 Acquiring the right customers, hence drives

growth & increased profit margins.

 Increased individual customer margins, while

offering the right products at the right time.
A Closed-loop CRM Process:
 Gathering information:gather information about customer.
 Perform data aggregation:data is merged &
compressed into a complete view of the customer.
 Create exploration warehouses:are extracts of
customer data needed to support specific analysis(like customer
profitability etc.). These are engines for analytical applications that
support identification of opportunities & developing strategies.
 Execution of strategies:execute these strategies by
developing & launching marketing campaigns across targeted
customer segment. CUSTOMER INTERACTION
Process Selection Procedure:

 Major technological changes:does tech.

Exist or not?
 Minor technological changes:cost &
consistency etc.
 Specific component choice:type of hardware
etc.
 Process flow choice:how the CRM product will
move through the system
CRM Business Transformation:
 Iterative Process:every org. follow a set of their own
procedures to market their product, service or
promotional activities.

 Some activities are common to all

 CRM process has got its own set of rules to change an

org. into a full fledged CRM based org.

 To achieve this, org has to definitely go through 2

levels of iterations.

 Therefore different tech. is needed for each company.

Iterative Cycle:
 CRM Modification
 Determine the boundaries of patterns
 Fix the limits of channel model
 Define/Refine POI models
 Arrange pattern with technology
 Define/Refine organizational impact
 Preference & corrective gap
 Provision technology ecosystem
 Make a “Go-To-Market” blueprint
 Plan, deliver, & manage implementation
 Assess customer lifetime value
 Measure & access program value
 REPEAT THE ITERATION
Four C’s(elements) of CRM Process:
Correlate: series of transaction & interaction that make
up a dialogue between customer/channel/end user/ org. I.e.
data is collected from all contact points.
Combine: mapping & management of interaction points
between a customer customer/channel/end user/ org.
Cognize(to know): insight gained through capture &
analysis of detailed information is to create continuous
learning from data warehouse.
Connect: application of insight to create relevant
interaction with consumers, customers,channels,
suppliers, partners that build value relationships.
CRM PROCES FOR MARKETING ORG-CLASS
PRESENTATION