Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
4Activity
0 of .
Results for:
No results containing your search query
P. 1
18630644 Customer Relationship Management Final

18630644 Customer Relationship Management Final

Ratings: (0)|Views: 29|Likes:
Published by shweta7688

More info:

Published by: shweta7688 on Sep 22, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less

04/09/2011

pdf

text

original

 
Contents
 
Definition
 
Why
CRM?
 
T
yp
es of CRM solution
 
H
ow to im
p
lement a CRM solution?
 
B
enefits of Im
p
lementing a CRM Solution
 
P
otential drawbacks of CRM
 
G
oals of CRM
 
H
ow to Measure CRM Success
 
Im
p
act of CRM in India
 
D
efinition
Customer relationship management
(
CRM 
) is a terma
pp
lied to
p
rocesses im
p
lemented b
y
a com
p
an
y
to
h
andlet
h
eir contact wit
h
t
h
eir customers. CRM software isused to su
pp
ort t
h
ese
p
rocesses, storing information oncustomers and
p
ros
p
ective customers. Information in t
h
es
y
stem can be accessed and entered b
y
em
p
lo
y
ees indifferent de
p
artments, suc
h
as sales, marketing,customer service, training,
p
rofessional develo
p
ment,
p
erformance management,
h
uman resource develo
p
ment, andcom
p
ensation. Details on an
y
customer contacts can alsobe stored in t
h
e s
y
stem.
T
h
e rationale be
h
ind t
h
isa
pp
roac
h
is to im
p
rove services
p
rovided directl
y
tocustomers and to use t
h
e information in t
h
e s
y
stem fortargeted marketing and sales
p
ur
p
oses.CRM stands for Customer Relations
h
i
p
Management.
T
h
e genesis of CRM lies in t
h
e observation t
h
at oneelement in com
p
etitive advantage is t
h
e abilit
y
ofcom
p
anies to retain customers. Com
p
anies
h
ave moved toim
p
lement a strateg
y
of satisf
y
ing t
h
e customer so asto o
p
timise
p
otential future earnings.
T
h
is seems to bean es
p
eciall
y
valid a
pp
roac
h
considering t
h
e currentInternet focus of 
y
our com
p
etitor is onl
y
a clickawa
y
. Man
y
com
p
anies
h
ave s
p
ent millions of dollars onSFA/ER
P
/CRM/eCRM solutions onl
y
to see t
h
em failmiserabl
y
.
G
artner
G
rou
p
, t
h
e leading industr
y
researc
h
grou
p
 defines CRM as a customer focused business strateg
y
 designed to o
p
timise
p
rofitabilit
y
, revenue and
 
customer satisfaction.
 
T
h
e ke
y
word
h
ere isstrateg
y
. CRM is not a
p
iece of software, nor is itan
y
ot
h
er t
yp
e of tec
h
nical solution. An
y
com
p
an
y
t
h
atsees t
h
e wa
y
to CRM as im
p
lementing a software
p
ackagewill see t
h
eir CRM
p
roject fail.CRM is a
ph
iloso
phy
for managing relations
h
i
p
s wit
h
 
y
our customers; t
h
e software
p
ackage is a tool t
h
at
y
oucan use to reac
h
 
y
our goals. You must define
y
our CRMstrateg
y
before
y
ou go s
h
o
pp
ing for a tec
h
nicalsolution.
T
h
en
y
ou must see
h
ow t
h
e solution fits wit
h
 
y
our strateg
y
, and not
h
ow
y
our strateg
y
can be made tofit wit
h
t
h
e tec
h
nical solution.
 W 
hy CRM?
In t
h
e commercial world t
h
e im
p
ortance of retainingexisting customers and ex
p
anding business is
p
aramount.
T
h
e costs associated wit
h
finding new customers meant
h
at ever
y
existing customer could be im
p
ortant.
T
h
e more o
pp
ortunities t
h
at a customer
h
as toconduct business wit
h
 
y
our com
p
an
y
t
h
e better, and onewa
y
of ac
h
ieving t
h
is is b
y
o
p
ening u
p
c
h
annels suc
h
asdirect sales, online sales, franc
h
ises, use of agents,etc.
H
owever, t
h
e more c
h
annels
y
ou
h
ave, t
h
e greatert
h
e need to manage
y
our interaction wit
h
 
y
our customerbase.Customer relations
h
i
p
management (CRM)
h
el
p
sbusinesses to gain an insig
h
t into t
h
e be
h
aviour oft
h
eir customers and modif
y
t
h
eir business o
p
erations to

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->