CUSTOMER RELATIONSHIP MANAGEMENT

BRIJESH KUMAR
DELHI BUSINESS SCHOOL
NEW DELHI
WHAT IS CUSTOMER RELATIONSHIP
MANAGEMENT?

 Customer Relationship Management (CRM) is a

strategy that focuses on building strong relationships
with customers and potential customers for creating
and maintaining a loyal customer base.
 Customer relationship management (CRM) is a
broadly recognized, widely-implemented strategy for
managing and nurturing a company’s interactions with
customers, clients and sales prospects.
 CRM IS
 Crm is the strategic use of
(1) Information
(2) Process
(3) Technology
(4) People
 COMPONENTS OF CRM
1. INFORMATION : Information is raw material of CRM.
These type of information are useful to CRM.
•Identification data
•Marketing data
•List data
•Overlay data

2. PROCESS : Customer centered processes are the “product” of

CRM. some examples are;
•All current process that directly touch the customer.
•Touch points by which we interact with customer such as phone, e-mail
etc.
CONTD.
 TECHNOLOGY: Technology is machinery that
enables the CRM to work. These are examples of
technologies that CRM may find useful;
 Software product (process automation tools, analysis
tools, web site development, and management tools.)

 Networking and integrating application and

 database.
CONTD
 PEOPLE: People are power supply of CRM. The energy
source must be set to the right voltage for entire system
to work. People are reset through various change
management tools and support mechanisms, such as;
 Training and education.
 New tools.
 Measurement and rewards
 Customers
Front-line people
Middle Management
Top
Management
TRADITIONAL ORG. CHART
ORIGIN OF CONCEPT,
MODERN MARKETING CONCEPT
CUSTOMER-ORIENTED ORGANIZATION CHART

Customers

Front-line people

Middle management

s
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m
to

Top

to
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manage-

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ment
DIFFERENT DEPARTMENTS
A Customer support
(1) Obtaining basic information
(2) Recording the data of customer services
(3) customer complaints and online complaint
resolutions
B Marketing and sales
C field support
(1) On premises resolution of customer problem
OBJECTIVE OF CUSROMER
RELATIONSHIP MANAGEMENT
 Identify individual needs
 Maintain long term relationship
 Customer satisfaction and brand loyalty

 Communicate customer about customized

product ,services
 Up-selling and cross selling of products
 Making low profitable customer more profitable
 Shifting from mass marketing to one to one
marketing
CONTD.
 Higher sales productivity
 Increase market share
E-CRM
E-crm is managing customer relationship by
using
1. Internet
2. Web browers
3. Other electronic touch points such as
softwares
4. E-mail
E-crm basically facilitate online customer
support
SOFTWARES USED

 Microsoft Dynamics CRM 3.0

 SAP Business One CRM
 Onyx Software CRM
 Oracle/Siebel
 Amdocs
 Oncontact V
 Pivotal CRM
 Sage CRM Solutions
 e-Synergy
CASE
 I had purchased an Airtel DTH on 28th June 2010 customer ID
3004526559, transaction no. 9531433 worth Rs 5490. I was informed
that it will get installed within 48 hours at my place. After 48 hours
when no call came from the co. i again had to tread on the
cumbersome task of calling their customer care no. on which one
needs to call around 15 times to get through atleast once to a
customer care executive. After calling i came to know that d date
assigned for my installation is 5th July 2010 1 pm. I understand that
there was a bandh called on that date so i waited for the whole of
6th July 2010 still no response from the co. when i called back again
this time the customer care executive had nothing to say in return. I
had no problem with a late installation of the DTH however y was i
misled everytime I called and if someone wasnt supposed to come
due to shortage of labour and other problems etc. I believe I should
have been informed regarding it atleast once.
SOLUTION
 This is simple live case . I have not taken it from
any source.
This case is regarding to airtel digital tv customer
who have applied for a connection but major
fault is that installation is not completed . No
engineer have visited to customer premise
.customer tires to call in customer care centre
many times but no executive respond to his
queries . Ultimately customer switch to tata sky
digital tv.
So I think that there is no proper data mangement
and no proper scheduling ultimately company fails
to provide on premise solution.
CONTD
 There solution is in slide no 8 . Top level
management should understand customer
expectation and according to expectation we
should train frontline people so that they can
assist customer enthuasitcally . They should
manage the data properly and there should
be proper scheduling.
PRECISELY
 On line and on premise solution of customer
problems
 Frontline people be comfortable in using new
e-crm software and properly train them so
they can properly utilise customer
information.
PRECISELY SPEAKING
 In precise , proper data mangement
 Training of front line people so that they can
not make silly mistakes
 Proper scheduling of tasks
THANK YOU