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The
Gandhi
-Mahatma
HISTORY OF CRM
Rise of CRM-
DEFINITION OF CRM
Customer
relationship
management
describes
a
company-wide business strategy including customerinterface departments as well as other departments.
Customer Relationship
Management (CRM)
Traditional Marketing
CRM
Goal: Expand customer
Goal: Establish a profitable, longbase, increase market share term, one-to-one relationship
by mass marketing
with customers; understanding
their needs, preferences,
expectations
Product oriented view
Customer oriented view
Mass marketing / mass
production
Standardization of customer
needs
Transactional relationship
OBJECTIVES OF CRM
INCREASE IN CUSTOMER SERVICE
INCREASE EFFICIENCY
LOWERING MARKETING COST
AIDING THE DEPARTMENT
The focus of CRM is on creating value for the customer and the
company over the longer term.
TYPES OF CRM
1.
Analytical CRM
2.
Collaborative CRM
3.
Operational CRM
4.
Geographic CRM
5.
ANALYTICAL CRM:Analytical CRM is designed to analyze deeply the customers information and data
and unwrap or disclose the essential convention and intension of behaviour of
customers on which capitalization can be done by the organization
.
COLLABORATIVE CRM:Collaborative CRM deals with synchronization and integration of customer
interaction and channels of communications like phone, email, fax, web etc.
with the intent of referencing the customers a consistent and systematic
way.
OPERATIONAL CRM:Operational CRM is mainly focused on automation, improvement and
enhancement of business processes which are based on customer-facing or
customer supporting.
GEOGRAPHICAL CRM:Geographic CRM (GCRM) combines geographic information system and
traditional CRM. Geographic data can be analyzed to provide a snapshot of
Implementing CRM:
1.
What is our core business and how will it evolve in the future?
2.
3.
4.
BENEFITS OF CRM
Reduced costs, because the right things are being done (ie., effective
and efficient operation)
FUTURE OF CRM
RETENTION RATE
INCREASED SALES
REDUCED COSTS
SIGNIFICANT ROLE
TECHNOLOGY
CUSTOMER
INFORMATION
INTERACTIVE
CUSTOMER
INDIVIDUALITY
GLOBALISATION
Example
Amazon.com
CEO:Jeff Bezos
Founder:Jeff Bezos
The online store, Amazon, uses cookies to provide a personalised service for its
customers. Amazon requires customers to register with the service when they
purchase items. When registered customers log in to Amazon at a later time, they
are greeted with a welcome message which uses their name (for e.g. Hello
John). In addition, their previous purchases are highlighted and a list of similar
items that the customer may wish to purchase are also highlighted.
Conclusion
Companies
Focus
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