APEX INSTITUTE OF MANAGEMENT AND SCINCE

SUBMITTED TO: MRS. MAHIMA RAI

SUBMITTED BY: MR. AJAY SINGH

CONTENTS
INTRODUCTION PURPOSE OF CRM KEY PRINCIPLE OF CRM CRM PROGRAMES AND ACTIVITIES TOOLS FOR CRM IMPIMANTATION OF CRM CRM RELATED CONCEPTS PROBLEMS AND DRAWBACKS OF CRM CONCLUSION THANKS

INTRODUCTION
Customer relationship management (CRM) is a business strategy to acquire and manage the most valuable customer relationships. CRM requires a customer-centric business philosophy and culture to support effective marketing, sales and service processes. CRM applications can enable effective customer relationship management, provided that an enterprise has the right leadership, strategy and culture.

PURPOSE OF CRM
Provide product information, product use information, and technical assistance. Identify how each individual customer defines quality, and then design a service strategy. Provide a fast mechanism. Provide a mechanism to track all points of contact between a customer and the company. Help to identify potential problems quickly, before they occur. Provide a user-friendly mechanism for registering customer complaints.

CONTINUED
Provide a fast mechanism for handling problems and complaints. Provide a fast mechanism for correcting service deficiencies. Use internet cookies to track customer interests and personalize product offerings accordingly. Use the Internet to engage in collaborative customization or real-time customization. Provide a fast mechanism for managing and scheduling maintenance, repair, and on-going support. The CRM program can be integrated into other cross-functional systems.

KEY PRINCIPLE OF CRM

Differentiate Customers. Differentiating Offerings. Keeping Existing Customers. Maximizing Life time value.

Increase Loyalty.

CRM PROGRAMES
One-to-one Marketing-Meeting and satisfying
each customers need uniquely and individually.

Continuity Marketing Programs-Take the

shape of membership and loyalty card programs where customers are often rewarded for their member and loyalty relationships with the marketers.

Partnering Programs-partnering relationships

between customer and marketers to serve end user needs.

CRM ACTIVITIES
Operational - automation to the basic business
processes (marketing, sales, service)

Analytical - support to analyze customer

behavior, implements business intelligence alike technology

Collaborative - ensures the contact with

customers (phone, email, fax, web, sms, post, in person)

TOOLS FOR CRM

Customer database. Call Centre. Systems Integration. Data Mining for CRM.

IMPLIMANTATION OF CRM
STAGE ONE-COLECTIVE INFORMATION STAGE TWO-STORING INFORMATION STAGE THREE-ACCESING INFORMATION STAGE FOUR- ANALYSING CUSTOMER
BEHAVIOR

STAGE FIVE- MARKETING MORE

EFFECTIVELY STAGE SIX- ENHANCING THE CUSTOMER EXPERIENCE

CRM RELATED CONCEPTS

Knowledge Management. Regain Management. CRM in Supply Chain Management (SCM). CRM-ERP Integration.

PROBLEMS AND DRAWBACKS

Customer focus- Organizational culture is not
customer focused, with limited involvement of customer facing personnel in the design and implementation phase

Organizational Management-Lack of support and

understanding form senior management, lack of CRM understanding, lack of communications and changing business needs

Project Management -Misalignment between project

and business requirements, with unrealistic goals, timelines, coupled with a lack of planning and insufficient reporting and control

CONTINUED
Team Members-Lack of support, incentives, and
lack of technical knowledge

Data & Warehouse Requirements-Poor quality

data, inconsistent data between different systems

Technical Factors-Short term solution focus not

aligned to long term architectural infrastructure growth, no prototyping or testing, misunderstanding technical requirements.

CONCLUSION
A strategy defined around producing value to fulfill business needs. A collaborative value chain of all institutions and processes needed to fulfill business needs. A set of measurements that reflects how successful (or unsuccessful) the collaborative value chain has been in fulfilling customers needs and the ability to adjust the processes to improve the rate of success. A system that provides insight into customers so that improvements can be made. Access to all the services customer need for news, information, purchases, business, delivery, and on to infinity, from wherever customer are in whatever circumstances.