A Customer - Centric Organization

As A
Socio -Technical System
 Overview

CRM is not a product or service

“A strategy used to learn more about customers'

needs and behaviors in order to develop stronger
relationships with them”

It provides an integrated view of a company’s

customers to everyone in the organization.
An overall business strategy that:
 enables companies to effectively manage
relationships with their customers.
 which dictate re-designing of functional
activities
 which drive re-engineering of work processes
 which require CRM technology to implement

CRM is a "chain reaction"

Why is CRM Necessary?
Gather & access information about customers'
buying histories, preferences, complaints, and other
data so they can better anticipate what customers
will want.

The goal is to instill greater customer loyalty

CRM helps businesses use technology and human
resources to gain insight into the behavior of
customers and the value of those customers.

Identifying the most profitable customers

(Pareto’ s Principle 80:20)
CRM at the forefront - Reasons

Global competition & products harder to

differentiate,
Product-centric view to a customer-centric view

Technology has ripened to the point where it's

possible to put customer information from all over
the enterprise into a single system
Types of CRM /Areas of Application
Traditional CRM -transaction level data about
individuals and products-sales force automation,
marketing automation and call center systems

Operational CRM -tracking customer activity-

analytics - strategic planning support tool

Collaborative CRM -provides a point of

interaction between customers; staff and business
partners, through a portal

eCRM - online components of CRM

Benefits
 Customer Advocacy
 Loyal customers = Profitability@  cost
 continual revenue stream
 opportunities for cross sell and up sell
 a rich source of referrals
 A customer-centric organization ensures that
customers have a consistent, satisfying, and
personalized experience
 ROI
 Bottom Line -biz has to sell more and service
that demand without increasing the resources
to do so
 increase revenues or reduce costs
 Top-line growth
 3 sources only

Better Customer Management

Targeted Selling Efforts Focused Customer Retention

Customer Satisfaction
Revenue Growth
Managing Costs