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Vishnu G
CRM-2
VVISM-PGDM (10-12)
for managing a companys interactions with customers, clients and sales prospects. It
principally sales activities, but also those for marketing, customer service, and technical
support. The overall goals are to find, attract, and win new clients, nurture and retain
those the company already has, entice former clients back into the fold, and reduce the
The past few years has witnessed a strong upsurge in the number of retailers
looking for a lifetime strategy that will cater to their customer requirements. Most of
them have seen that the need of the moment is a customer strategy that caters to lifetime
responsibilities. As a result they have turned to a customer strategy - CRM retail software
Let's take a look at some of the ways in which retailers have sought to hang onto their
Offering workshops and classes wherein the customer can have a hands on
learning experience
Providing customers with a chance to share their experiences with other customers
Little unique gifts and customized mailbox offers ensures that their best customers
Retailers experience a vast difference when they treat their customers as a partner.
This serves to basically improve the entire supply chain. The wholesaler as well benefits
when the retail industry maintains and sustains a good relationship with the customer.
Another factor that contributed to CRM success in the retail industry is the failure of
enterprise resource (ERP) systems in lending the competitive edge that is needed.
CRM retail software encourages good marketing which includes the usage of
CRM software as a means of collecting and managing customer information, using that
information to segment your market and basically endeavoring to do so, on the basis of
this collated information. It means using a CRM product to collect and manage customer
CRM enables retailers to address the right information to the most appropriate
customer segment. It helps the retail industry to send personalized messages to each
customer with information catered to his likes. CRM helps retailers take their customers
Market analysts dispute the correct figure but all are of the opinion that companies
will pour billions of dollars into the CRM industry. This is because of its ability to
adopting retail CRM - the way the retail industry treats its customers influences future
profitability. Companies are making bigger investments in CRM solutions. Retail CRM
serves to support marketing, sales, and service processes involved in the business. CRM
causes changes in the organization and the business work processes. CRM helps achieve
partners and all other channels as well between an enterprise and its end customers.
targeting prospects
campaign management
lead distribution
forecasting
In today's world the medical sector is finding the need to know more and more
about their current and prospective clients. The more efficient service, hospitals can give
their patients the further they will go in retaining them. It springs from the eternal truth
that the more you know your patients, the better you can respond to their current needs
The Health Care sector is now opting for Customer Relationship Management
(CRM) in its daily application. CRM Health Care consists of a wide array of software
products that help healthcare organizations to maintain excellent relationships with their
clients. CRM enables the health care industry to get essential customer information and
use it as efficiently as possible. CRM thus enables the health care sector to improve
patient health, increase patient loyalty and patient retention and add new services as
CRM provides the organization with the chance to acquire and retain customer
being contacted daily through phone, e-mail, fax, and face to face interactions. All
these increase the need for an affective and well coordinated customer approach.CRM
Healthcare supports the call centre by providing customer service representatives with
This helps the health care sector to access critical information and deliver
into customer-centric efficient providers of health care. The healthcare industry has
realized the importance of quality of service. CRM industry leaders now offer customer
CRM for the health care sector caters to largest health organization's sales,
marketing, and customer service demands. CRM Healthcare helps sales professionals
to forecast business and increases the existing sales effectiveness through excellent
across sales teams ,increases and hangs onto existing sales leads and ultimately provides
excellent sales as well as after sales support. In addition CRM helps Health Care
organizations plan and carry out sales and medical management campaigns.
Health care CRM software increases the efficiency of call centers. It also assists
it maintains secure and comprehensive information regarding physician profiles that can
Most CRM industry leaders possess the latest IT technology along with excellent
healthcare market industry knowledge and thus succeed in enabling the reduction of
medical errors. The element of cost has also to be taken into consideration and healthcare
organizations have realized that they need to make the patient the focal point of the
business application. CRM helps the health sector to reduce operating costs, reduces
and their patients with a means by which they can communicate effectively. It also
maintains a comprehensive database of health care providers, thus enabling health care
Health care organizations using CRM can easily sell their products right across
the globe on account of its sales enhancing capacities. CRM products enable increased
efficiency, better health, and increased customer retention. The role of CRM in health
care is thus diverse and crucial making it an absolute perquisite for the industry.
are seeking reliable feedback from their consumers about their products and services.
Based on quality feedback they are able to improve their products and services, better
identify real consumer needs, improve marketing activities, increase value delivered from
CRM for FMCGs (fast moving consumer goods) helps companies improve their
software named as Ulysses FMCG CRM Software is used for serving the same purpose
Such CRM softwares are essential for FMCG marketing when launching a new
product to optimize campaigns and take the necessary steps, in order to move products
off the shelves. The complaint management facilities provide real customer feedback to
track product quality and processes, and respond to actual complaints. Many practitioners
have claimed that complaint management provides the best free customer survey.
While the practice of adhering to the 4Ps of marketing remains sacrosanct within
the fast moving consumer goods (FMCG) industry, another marketing tool that's making
its presence felt loud and clear is CRM. In this industry, CRM's definition translates into
including managing relationships with channel partners and helping them reach out to
the end consumer. While the FMCG sector has traditionally recognised the importance
and large disjointed. The reasons aren't too hard to find. Some examples are
Dabur India, which is now toying with the idea of setting up call centres with
toll-free numbers or interactive Web sites or both. The problem of the consumers being
too many and too scattered remains. But we do recognize that CRM is an emerging
industry trend. And though we have not yet decided on the medium to deploy consumer-
end CRM, the effort would be to provide a platform to the consumer to get closer to the
company and encouraging her to offer solutions, feedback and suggestions,'' observes
Echoing the problem with reaching the end-consumer directly, a Pepsi India
official points out to the recent controversy that broke over Pepsi and Coca-Cola being
products on rocks in Manali. "We were hauled up for this, which shows the extent of our
brand's penetration. With locations being so remote, reaching the consumer directly is
obviously tough. But we do inculcate regular global practices like setting up national-
level call centres to address consumer complaints,'' says the Pepsi official.
turn train their sales teams to understand and implement its global systems. According to
Sunil Gupta, Vice-President, Public Affairs, Coca-Cola India, the CRM system generates
daily, weekly, monthly and annual reports that keep the management aware of routine
Chennai-based FMCG Company Cavin Kare Pvt Ltd, meets up with identified
members of consumer panels once a quarter for every brand in its portfolio to take first
level feedback on user experience or to test a hypothesis based on feedback from the
sales force.
While consumer-level CRM efforts are beginning to cover ground, the big
challenge is to do with channel-level partnerships, which have moved beyond the `free
gold coin' days. Unstructured trade-level CRM can cost the company heavily. On the
CRM is more than just software. For the purposes of this introduction -
Information Technology (IT) and CRM have three key elements, namely Customer
Customer Touch Points are vital since your business has a marketing orientation
and focuses upon the customer and his or her current and future needs. This is the
interface between your organization and its customers. For example you buy a new car
from a dealership, and you enter a showroom. The dealership is a contact point. You meet
with a salesperson that demonstrates the car. The salesperson is a contact point. You go
home and look at the car manufacturer's website, and then send the company an e-mail.
Both are contact points. Other contact points include 3G telephone, video conferencing,
Applications are essentially the software and programmes that support the process.
Incidentally, this is what some would call CRM - but we know better. Applications serve
Marketing (e.g. data mining software and permission marketing), Sales (e.g. monitoring
Data Stores contain data on every aspect of the customer, and the Customer Life
Cycle (CLC). For example, an organization keeps data on the products you buy, when
you buy them, and where they are sent. Data is also kept on the web pages that you visit
and the products that you consider, but then do not buy. Leads are stored here. Data
on the life time value of individual customers is stored here, as well as details of how
and when the customer was recruited, how - and for how long - individuals have been
retained, and details of any products that have been extended to individuals are also
the best customer service while working hand in hand with clients and also strives to
regain an in-depth focus on business objectives. Since the distance factor is one that is
likely to acutely affect the relationship with the outsourcing partner and has the potential
to bring detrimental results, there are several factors that need to be addressed. Adopting
the best CRM practices can go a long way in alleviating potential outsourcing problems.
customer databases
A strong and lasting partnership that serves to benefit the enterprise the
Business improvement
Excellent ROI