CUSTOMER

RELATIONSHIP
MANAGEMENT(CRM)

An Overview....
Structure…
Introduction to CRM
Evolution of CRM
Types of CRM
The CRM Cycle
Business Drivers of CRM
Key elements of a CRM Architecture
CRM Essentials
Implementation of CRM
Advantages of CRM over Traditional Mass-Media
Marketing
A Sample of CRM
Conclusion
Introduction to CRM

CRM is neither a concept nor a project .Instead,

it is a business strategy that aims to understand,
anticipate & manage the needs of an
organization's current and potential customers.
The objective of a CRM is to ensure that an
individual’s customer’s needs are profitably
satisfied at the right time in the right manner
with the right offer.
Evolution of CRM

CRM is the modern improvised

version of
Corner stores & door-to-door sales
which is
chiefly based on the personal
interactions,
intimacy & knowledge about the
customers
over the period of times.
Types of CRM

Win Back or PROSPECTING

Save

Cross
Loyalty selling/Up
selling
The CRM Cycle

ASSESSEMENT
Phase

EXECUTION PLANNING
Phase Phase
in continuation…

Let us see some assessment questions:-

Who are the customers?
Where do they live?
What are their demographics & lifestyle?
What are their worth or livelihood?
What & how do they buy?
What are their purchasing patterns?
How can they be reached?
How have they responded to the promotions in
the past?
Business Drivers of CRM

There are mainly three primary reasons why CRM

has taken hold rapidly, the reasons are as
follows:-
1. Fierce Competition.
2. The economics of customer
retention are
not clear.
3.Technology allows organizations
to do this more effectively &
profitably today.
 Key elements of a CRM
Architecture

Customer Functional & Customer

Focused Product Facing
Systems Systems Systems
(Analytical (Operational (Contact
Systems Systems) Systems)
CRM Essentials

CRM programs involve three basic business

processes :-

Marketing Sales Force Customer

Automation AUTOMATION Service
in continuation…
• B2C marketing.
High-end • Main focus on campaign
campaign planning, management
& tracking.

• B2B marketing.
Web –driven • Use Internet, Direct
campaign mail, fax & Telephone as
campaigning tools.

• Focuses on measuring
Marketing- sales & marketing.
oriented • For e.g.. Cust.
analysis Profitability & cust.
churn .
in continuation…

Sales Force Automation or SFA is the fastest

growing CRM segment with critical functions such as:
Account management Sales administration Third-party brokers
Contact management Lead generation & tracking Distributors or agents
Quote management Field sales Retail E-commerce
Marketing encyclopedia Call center telephone sales Integration of marketing
Forecasting Order management
Customer service functions
Win/Loss analysis Order fulfillment
in continuation…(Customer service)

Internet
based
service

Self
Service
service via
stations
Web site
Customer
service

Repair by Call centre

Door-step voice & non-
service voice support
Implementation of CRM

Strategy Segmentation Technology

Process Organization
Advantages of CRM over Traditional
Mass-Media Marketing

1. Easy to target specific customers.

2. Easy to track the effectiveness of a given
campaign.
3. Prevents overspending on low value clients &
under spending on high value ones.
4. Reduces advertising costs.
5. Speeds up the time to develop & market a
product.
6. Makes most with each contact with the
customer.
in continuation…

7. Round the clock availability goods &

services
8. 24-7 customer service
9. Helps in building global business
relationships.
10. Developing on-line mart concept like
Ebay.
11. More fast & efficient than traditional
marketing ways.
Conclusion…
CRM is a comprehensive
sales & marketing
approach to build long
term Customer
Relationship &
improving business
performance.
Any Questions
please ?
Thank
you!!!
Deveoped & processed by…
Siddharth Datta.