BY,

SARANYA .S
ANNU RADHA .B
1 MCA
WHAT IS CRM?
CRM has been defined in a variety of different ways:

•A way to identify, acquire, and retain customers

 CRM is a technology-enabled business strategy whereby

companies leverage increased customer knowledge to
build profitable relationships, based on optimising value
delivered to and realized from their customers.
 Example : call center.
Demand
Customer Relationship
Management

Supply Chain Management Supply

Manufacturer Retailer Consumer

Wholesaler

$
$

Purchase Produce Distribute Sell Consume

Customer Relationship
Enterprise Resources Planning Management
TRENDS IN CRM

There are four types of CRM that are commonly

used in companies today .Most of the business start
out with operational CRM systems .Then analytical
CRM are implemented using several analytical
marketing tools, such as data mining to exact data
about customers. Now business is moving into
collaborative CRM systems, this includes for
customer self-service and feedback.Fianlly many
business is building internet, extranet web based
CRM portals to access all customer information.
TYPES OF CRM WITH ALL
CAPABILITIES USED FOR BUSINESS:

 OPERATIONAL CRM – supports customer interaction with

greater convince through phone,fax,e-mails,etc…

 ANALYTICAL CRM – lets you to approach your customers

with relevant information and offers to satisfy their needs.

 COLLABORATIVE – enables easy collaboration with

customers, suppliers and partners.

 PORTAL-BASED – empowers all employees to respond to

customer demands more quickly and become truly customer-
focused.
PHASES OF CRM
Acquisition :

Techniques used to form relationships

with new customers to achieve an online
sale.
For achieving this special CRM software
tools and databases are used.
The main purpose of this CRM function
is to make aware the customer about the
superior product by a distinguished
company.
Enhance
 To keep customer satisfied and happy to
offering superior service from specialists.
The profitability of the business is
increased by CRM sales for a automation
and direct marketing.
The customer experience the convenience
of one stop shopping at reasonable prices.
Retention

 Customer retention refers to the actions an

organization takes to retain existing customers i.e.
the techniques to maintain relationships with
existing customer.

 The customer retention has two distinct goals.

1. To retain customers of the organizations (repeat
customers).
2. To keep customers using online channel (repeat
visits).
ELEMENTS OF CRM
Three key elements

 validation
 Discovery
 . Action

. Discovery

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 Validation

 Ensuring that the data of the customers is correct

 Example:-Mobile number

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 Discovery

se of data mining techniques

 To find relationships that you did not know

existed
 Data mining is an important enabler for CRM
 Helps in the process of understanding a
customer by providing the necessary
information
 Facilitates decision-making.
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 Action

Right communication

 Right messages communication

 This is done with a Campaign Management
tool that can automatically select the right
targets and the right messages via the right
channels
 The responses are then fed back into the
Validation process for evaluation and
refinement
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COMPONENTS OF CRM
 Contact and Account Management
 Relevant data for customer profile is captured with the help of
software.

 Necessary information is captured from prospective customers.

 CRM system stores data in common customer database.

 The database integrates customer account information and present it in

desirable format to the company.

 This database can be accessed on Internet, intranet and on other

network links.

 The data is used for sales, marketing, services and other applications.

 The contact management software contains various modules of

databases, displays, charts, workflow programs.
Sales
 Sales process management follows a customized
sales methodology with specific sales policies and
procedures.
 Sales activities include - Product information,
product configuration, sales prospectus, sales quote
generation.
 CRM also provide the history of customer account
so that the sales call can be scheduled accordingly.
Marketing and Fulfillment
 CRM helps the professionals in product marketing,
target marketing, relationship marketing and
campaign management.
 By analyzing customer and business value of direct
marketing can be estimated.
 CRM also helps in customer retention, behavior
prediction, channel optimization, personalization.
 Customer response and requests can be quickly
scheduled and hence sales contacts.
Customer Service and Support
 CRM system provides service representatives with
adequate software tools and access to customer
database. It also helps to create, assign and manage the
service requests by customers.
 Call center software is designed to route customer calls
to respective attendants as per the skills and authority to
handle special cases.
 Help desk software is developed to help customer
service representative to help customers who face
problems with product or service to resolve it.
 Web-based Self Service means help customer to access
personalized information at company website.
Retention and Loyalty programs
 The primary objective of CRM is to enhance and
optimize customer retention and loyalty.
 CRM systems are also useful in determining most
loyal and profitable customers and reward.
 CRM analytical software includes determining tools
and analytical marketing software whereas CRM
databases consists of customer data ware house and
CRM data marts.
 Pizza example
 Subconscious Expectations
 Pizza with specified toppings
 Take 10 minutes
 Come in a packed box
 Remain warm till you reach home
 Charges – standard and acceptable price
 Pizza will taste reasonably good

 You will come back is all the above are met

 eCRM
 eCRM provides to companies a means to conduct
interactive, personalised and relevant communication
with customers across both electronic and traditional
channels.
 It utilises a complete view of the customer to make
decisions about messaging, offers, and channel
delivery.

eCRM v/s CRM: The Differences

 Being able to take care of your customer via the Internet,
or, customers being able to take care of
themselves online: That’s the difference between CRM
and eCRM.
BENEFITS OF CRM

CRM allows business to identify and target their

best customers.

Itenables customization and personalization of

products and services based on the needs of
customers.

Keeps all your customer information in one place.

Know and understand your customers.

DIFFERENT SECTOR CRM IN INDIA

IT & TELECOMSECTOR

HOSPITALITY SECTOR
FINANCE SECTOR
RAILWAYS
TRAVELS AGENCIES
INSURANCE SECTOR
BANKING SECTOR
OTHERS
FAILURE OF CRM
 Challenges of CRM
 Problems of collecting and coordinating substantial data can
lead to privacy problems.
 Firms still need to be sensitive to customer wishes about
unsolicited contacts. Customer privacy request needs to be a
part of CRM.
 Privacy and data security

One of the primary functions of CRM software is to collect

information about customers. When gathering data as part of a
CRM solution, a company must consider the desire for customer
privacy and data security, as well as the legislative and cultural
norms. Some customers prefer assurances that their data will not
be shared with third parties without their prior consent and that
safeguards are in place to prevent illegal access by third parties.
SOME TOOLS OF CRM
CRM SW Midmarket SW
Vendors Vendors
Siebel Pivotal
PeopleSoft Onyx
Oracle Microsoft
SAP Saleslogix

Hardware and
Infrastructure
IBM
Hewlett-Packard
Genesys
Siemens
Avaya
 SOME TOOLS OF CRM (CONTD)

Specialist SW
Vendors
1.SAS
2.NCR
3.Salesforce.com

Service Providers
1.Peppers & Rogers
2.Customer Connect
3.Accenture
4.IBM
5.Unisys
6.EDS