WHAT IS CRM IN

GENERAL?
Give examples of CRM applications.
CUSTOMER RELATIONSHIP
MANAGEMENT
 Uses information technology to create a
cross-functional enterprise that integrates
many customer-serving processes.
 Help firms manage customers.

 Provide information to co-ordinate business

business.
 Helps identify,attract & retain customers.
IDEAL CRM SYSTEM IS ONE…….

 Provides end-to-end customer care

 It tries to solve the problems of the firm

relating to customer relationship.

 It consolidates customer data from various

multiple sources & provide analytical tools.

 It also keeps track of the customer contacts.
VENDORS OF CRM SOFTWARE
 Siebel Systems
 Oracle

 PeopleSoft

 SAP AG

 Epiphany
EXAMPLE OF CRM APPLICATIONS:

 Saab,U.S.A; which imports & distributes Saab

vehicles to U.S. dealership.
 It engaged its customers in 3 channels:

Dealer Network.
Customer Assistance Centre.
Leading Management Centre.
 These networks maintained customer data
in their own.
 The local dealer might not know about

either the offers.

 Lead quality was highly variable that dealers

ignored the leads & the company had no

way to track records.
 CRM systems try to solve this problem by
integrating the firm’s customer-related
processes
 Consolidate information from multiple channels -
telephone, e-mail, wireless devices ,
web.
 After the implementation of CRM at Saab USA from
Siebel Systems:
 It was able to have 360-degree view of customer data.

 It could track all the events, from the initial call till the
test drive.
 It provided detailed information to measure

sales results.
 Saab’s sales leads increased from 38% to
50%
 Customer satisfaction rose from 69% to

75%