Customer Relationship Management

Customer Relationship
Management
Presentation By:
Tarun Rattan
Jyoti Sodani
Akash Gupta
Saloni
 Objectives

Overview of CRM
Benefits of CRM
Case Study: Companies which have
Implemented CRM
 What is CRM?
CRM (Customer Relationship Management) are
the concepts used by organizations to manage
their relationships with customers.
CRM software is used to support these
processes.
From the outside, customers interacting with a
company perceive the business as a single
entity.
CRM helps a company unify its customer
interactions and provide a means to track
customer information.
 Aspects of CRM
Front office operations

Back office operations

Business relationships

Analysis
Approaches to CRM
Approaches to CRM
There are several different approaches to
CRM, with different software packages
focusing on different aspects:

Operational CRM
Analytical CRM
Collaborative CRM
 Operational CRM
Gives support to ‘Front Office’ business
process (e.g. sales, marketing etc).
Any interaction with customers is stored in
customers’ contact histories, which the
staff can retrieve as necessary.
Gives staff access to important information
about the customer, eliminating need for
individually obtaining it from the customer.
 Analytical CRM
Analytical CRM analyzes customer data for a
variety of purposes:
Designing and executing targeted marketing
campaigns.
Analysing customer behavior in order to make
decisions relating to products and services (e.g.
pricing, product development).
Management information system (e.g. financial
forecasting and customer profitability analysis).

Analytical CRM generally makes heavy use of data

mining.
 Collaborative CRM
Helps unify information that is collected
through various departments’ interaction
with customers.
Goal is to use information collected by all
departments to reduce costs and improve
the quality of services provided by the
company.
Benefits of Implementing CRM

Attracting new customers

Quicker and more efficient response to customer
leads and customer information
Simplification of marketing and sales processes
Understanding customer needs
Better customer service
Building customer loyalty
Drawbacks Of CRM

Lack of commitment
Poor communication
Weak leadership
Complete solution
 Stages In CRM
Stage 1 - Collecting information
Stage 2 - Storing information
Stage 3 - Accessing information
Stage 4 - Analysing customer behaviour
Stage 5 - Marketing more effectively
Stage 6 - Enhancing the customer experience
CRM Solution Providers
Implementation of CRM
Case Study
DHL
Canon
Tata Motors
Aviva
Canon and CRM
Canon needed a comprehensive customer
database that could be made available to front
office personnel.
It purchased and implemented a Siebel CRM
package, which implemented a Call Center CRM
strategy in the sales department, among other
things.
Information that was stored for a period of 15
years was used in an attempt to achieve customer
satisfaction. Canon had 2200 users involved in its
implementation.
Overall improvement was seen in three main
areas – Call Center, Sales and Service.
DHL and CRM
DHL Global Mail needed a CRM solution that could
cater to a global network and ultimately provide a
holistic view of the customer right across the globe.
DHL used Salesforce.com as its CRM platform in
the dispatch and delivery of parcels, and business
post etc.
The CRM suite was installed simultaneously
around the globe within six months and integrated
with the existing systems to ensure data
centralisation.
It achieved an integrated approach to the customer
worldwide and a single view of the customer as
well.
Tata Motors and CRM
Tata Motors was looking for real-time availability of
customer and product data from its entire dealer network,
faster response to customer requests, increased productivity
and revenue generation, and a system that would give it a
360-degree view of customers across all possible touch
points.
The solution jointly deployed by Oracle, SAP and IBM had
been implemented in phases since 2003.
The on-line CRM initiative now supports over 15,000 users,
within the company and among its channel partners in India
and abroad, to conduct all customer-facing transactions.
Besides achieving the above objectives, the CRM package
also helped in leveraging data to improve customer
interactions and streamline product development and
planning, which has helped Tata motors provide additional
value-added services to customers.
Aviva and CRM
Aviva decided to implement a CRM suite even before it
commenced its Indian operations. The idea was to have
a better interface with customers. It also wanted to
integrate its customer-facing departments.
It picked Talisma from among four vendors after a
stringent evaluation exercise.
Aviva took six months to implement the e-CRM suite. It
implemented all the e-CRM modules except for the chat
module. Today there are 450 users of the e-CRM suite
at the company.
The e-CRM implementation enabled Aviva to tap the
potential of the Indian insurance market by tailoring its
products and services, and quickly analysing and
adjusting its marketing initiatives
 Bibliography
CRM Infoline – www.crminfoline.com

‘Basics of CRM’
By Amal Krishna Biswas

Gartner, Inc., ‘Commonly Deployed CRM

Application Vendors in 2006’ (Report)