Customer Relationship Management

Presentation By:
Priti Jain Monali Sarda

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What is CRM? History of CRM Components of CRM How CRM can be used?? Aspects of CRM Approaches of CRM Stages of CRM Principles of CRM Benefits of CRM Drawbacks of CRM What is market share and revenue? Future CRM Trends and revenue. CRM solution Provider Case Study: Companies which have Implemented CRM


What is CRM
• An integrated approach to identifying, acquiring and maintaining customers – • Broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with customers, clients and sales prospects - Wikipedia • Term applied to processes implemented by a company to handle contact with its customers. • It’s a software-based approach to handling customer relationships. • Overall Goal – Find, attract and win new clients, retain and nurture existing ones and reduce the cost of marketing and client service.

customers interacting with a company perceive the business as a single entity. • From the outside. • CRM helps a company unify its customer interactions and provide a means to track customer information.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.

What is CRM? Email Analytics Web Customers Call Center Customer Information BackOffice Field Marketing Partner .

high tech corporations and telecommunications industry.  1990s – CRM appears as a two way communication device  2000s Internet age – CRM revolution – CRM expands from stagnant storage to ready to use information storage  2000s Used most frequently in financial services.History of CRM  1980s – Database Marketing Emerges  1980s – Database Marketing helped larger organizations rather than smaller organizations. .

Components of CRM Process Technology (Processing Tools) ( Products) Information (Raw Material) People ( Power Supply) CRM .

How CRM can be used .

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 .

eliminating need for individually obtaining it from the customer .Operational CRM • Gives support to ‘Front Office’ business process (e.g. which the staff can retrieve as necessary • Gives staff access to important information about the customer. sales. marketing etc) • Any interaction with customers is stored in customers’ contact histories.

• Analysing customer behavior in order to make decisions relating to products and services (e. financial forecasting and customer profitability analysis). Analytical CRM generally makes heavy use of data mining.g. • Management information system (e. .g. pricing.Analytical CRM Analytical CRM analyzes customer data for a variety of purposes: • Designing and executing targeted marketing campaigns. product development).

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 .

Stages In CRM Stage 2 • Collecting informatio n • Storing informatio n • Accessing informatio n Stage 4 • Analyzing customer behaviour • Marketing more effectively Stage 6 • Enhancing the customer experience Stage 1 Stage 3 Stage 5 .

Principles of CRM Treat Customer Individually Acquire and Retain Customer Loyalty through Personal Relationship Select “Good” Customer instead of “Bad” Customer based on Lifetime Value .

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 . • Technology (used by many of the companies implementing CRM) is heavily dependent upon the penetration of telecommunications which is very low in India. http://www.pdf . • Lack of available databases of customers which form a crucial part of CRM Solutions.Main Hindrance in CRM Implementation • Cost factors: Complete third part CRM solutions (all modules) can be afforded only by very few companies.iitb.

4 Microsoft Amdocs Others .com Microsoft Amdocs Others Totals Revenue 2055 1475 39.6 16.9 6.Market Share & Revenue Vendor SAP Oracle Salesforce.6 SAP 22.1 Salesforce.5 Oracle 965 581 451 3627 9147 4.

• CRM projects are no longer viewed as stand-alone implementations but are now being increasingly pursued in context of larger business objectives and core strategic agendas. • The CRM services market was expected to grow even faster at a rate of 53 per year. retention and satisfaction.Future CRM Trends • The market for customer relationship management (CRM) in India is expected to grow at a compounded annual rate of 40 per cent each year. • Aligning products. . services and contractual agreements to enable customer business imperatives of higher client acquisition.

CRM Solution Providers .

Examples The CRM enabled companies include : • • • • • • • • Major Telecom Companies Banking and Insurance Services TVS Electronics Cannon India HP India Carrier Refrigeration Planet M Dell India .

Implementation of CRM .

which implemented a Call Center CRM strategy in the sales department.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. 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 .

com as its CRM platform in the dispatch and delivery of parcels.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. 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 centralization • It achieved an integrated approach to the customer worldwide and a single view of the customer as well .

faster response to customer requests.Tata Motors and CRM • Tata Motors was looking for real-time availability of customer and product data from its entire dealer network. and a system that would give it a 360-degree view of customers across all possible touch points • The solution jointly deployed by Oracle. which has helped Tata motors provide additional value-added services to customers. within the company and among its channel partners in India and abroad.000 users. the CRM package also helped in leveraging data to improve customer interactions and streamline product development and planning. . increased productivity and revenue generation. to conduct all customer-facing transactions • Besides achieving the above objectives. SAP and IBM had been implemented in phases since 2003 • The on-line CRM initiative now supports over 15.

The idea was to have a better interface with customers.Aviva and CRM • Aviva decided to implement a CRM suite even before it commenced its Indian operations. 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. It implemented all the e-CRM modules except for the chat module. and quickly analyzing and adjusting its marketing initiatives . 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’s a win-win situation for all involved . CRM systems have greatly simplified customer handling across many industry sectors .Conclusion . It enables all arms of an organization to access and analyze detailed information It gives better understanding of individual roles. and the customers too feel important when being catered to professionally In short.

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