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Published by: Arun Pathania on Apr 10, 2011
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SUMMITED BY:Kritika Kumar Roll No- 20

Introduction Customer relationship management (CRM) is a widely-implemented strategy for managing a company¶s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes²principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customerinterface departments as well as other departments.
Customer relationship management could be better defined as being a methodology, an approach that a company will use to achieve their goals. It should be directly connected to the philosophy of the company. It must guide all of its policies, and it must be an important part of customer service and marketing. If this is not done, the CRM system will become a failure. There are a number of things the ideal CRM system should have. It should allow the company to find the factors that interest their customers the most. A company must realize that it is impossible for them to succeed if they do not cater to the desires and needs of their customers. Customer relationship management is a powerful system that will allow them to do this. Some of the methods connected with CRM are automated, and the purpose of this is to create marketing strategies which are targeted towards specific customers. The strategies used will be dependent on the information that is contained within the system. Customer relationship management is commonly used by corporations, and they will focus on maintaining a strong relationship with their clients. There are a number of reasons why CRM has become so important in the last 10 years. The competition in the global market has become highly competitive, and it has become easier for customers to switch companies if they are not happy with the service they receive. One of the primary goals of CRM is to maintain clients. When it is used effectively, a company will be able to build a relationship with their customers that can last a lifetime. Customer relationship management tools will generally come in the form of software. Each software program may vary in the way it approaches CRM.

CRM has become a strategic initiative in most companies due to: y y y Growth of service sector industry Affordable advance of digital technology. The cost of data storage and processing has been declining. Shift among companies from market share to share of wallet .i.e. selling multiple products and services through cross selling and bundling of packaged offerings.

Definition Customer Relationship Management (CRM) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized and efficient manner. In many cases, an enterprise builds a database about its customers. This database describes relationships in sufficient detail so that management, salespeople, and customer service reps can access information; match customer needs with product plans and offerings; remind customers of service requirements; know what other products a customer had purchased; etc CRM has to two typical implementation methods: on-premise and on-demand/hosted. Each method has its advantages and disadvantages as described below. On-premise CRM is appropriate for: o Companies seeking to implement highly customized customer-management practices
o o o o o

Companies that need specialized data structures Companies with complex or real-time integration requirements Companies with available in-house IT resources and support systems Companies who can afford the up-front capital investment and fixed costs Companies who deal with sensitive data that don't want other parties to see Customers seeking to implement standard processes from a variety of industries and companies Companies that are able to use standard data structures Companies with more basic integration requirements Companies with limited technical resources and support personnel Companies seeking variable pricing and lower up-front costs Companies dealing with non-proprietary data

On-demand/hosted CRM is appropriate for:
o o o o o o

CRM from customer life cycle perspective The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products or services that customers NEED throughout their lives. It is marketing orientated rather than product orientated, and embodies the marketing concept. Essentially, CLC is a summary of the key stages in a customer's relationship with an organization. The problem here is that every organization¶s product offering is different, which makes it impossible to draw out a single Life Cycle that is the same for every organization.





Volkswagen Cars retains a customer for many years and one can predict the products that meet a customer¶s needs throughout his or her family lifetime. However the purchase of each car, will in itself be a CLC with many Customer Touch Points. The consumer may need a bigger vehicle as his or her family expands - so they visit VW's website and register. The customer reviews models and books a test-drive with her or his local dealer. He or she decides to buy the car and arranges finance. The car is then delivered from the factory, and returns every year for its annual service. Then after three years, the customer decides to trade in his or her car, and the cycle begins again. The longer-term life cycle is simply the shorter-term life cycles viewed consecutively.

The three phases in which CRM support the relationship between a business and its customers are to: 

Acquire: CRM can help a business acquire new customers through contact management, selling, and fulfillment. Enhance: web-enabled CRM combined with customer service tools offers customers service from a team of sales and service specialists, which offers customers the convenience of onestop shopping. Retain: CRM software and databases enable a business to identify and reward its loyal customers and further develop its targeted marketing and relationship marketing initiatives.

Benefits of CRM
The use of a CRM system will confer several advantages to a company: 

Quality and efficiency Decreased costs Decision support Enterprise agility

y Operation CRM: Also known as ³FRONT OFFICE CRM´ which involves the areas where direct customer contact occurs. These interactions are referred to as ³CUSTOMER TOUCH POINTS´. Collaborative CRM: Variety of channels is introduced to facilitate and improve the quality of customer interactions. It requires managing various partners of the company; business partner, agents, brokers, intermediaries like distributors, dealers and retailers etc. Analytical CRM: Also known as back office or strategic CRM and involves understanding customer activities occurred in front office. It studies consumer behavior patterns helpful to position the product for cross selling to meet customer expectation.




Touch point is a point (what/who) that is touched via any channel (when/where/how) for a purpose (why). That said, it is every point of interaction, internal and external, seen and unseen. A touch point is defined as, all of the communication, human and physical interactions your customers experience during their relationship lifecycle with your organization. Whether an ad, Web site, sales person, store or office, Touch points are important because customers form perceptions of your organization and brand based on their cumulative experiences. Touch point (also touch point, contact point, customer contact, point of contact, brand touch point, and customer touch point) is the interface of a product, a service or a brand with customers, non-customers, employees and other stakeholders ± before, during and after a transaction respectively a purchase. This applies for business-to-business- as well as business-toconsumer-markets.

MEANING: A touch point is an interaction with a potential customer. It includes literal interactions with customers, such as speaking to them when they make a phone reservation or greeting them when they walk through the restaurant door. Touch points also include high tech interactions, such as automated reservation systems and web sites. Public relations and advertising such as print ads, flyers, t-shirts with logos, coupons and billboards are important touch points as well. Today, there is a fast-growing movement among organizations interested in improving their customer-centricity through a better understanding of customer interactions, or touch points. Called "Customer Touch point Management" (CTM), the goal of this new movement is to improve customer experiences, and as a result, improve customer relationships. By improving customer relationships, organizations improve market share, sales, and both customer and employee loyalty and advocacy. Touch point Metrics (2003) defines touch point as ³every point of contact²online and off; each communication, human resource, branding, marketing and sales process initiative creates touch points. The quality of touch point experiences drives perceptions, actions and relationships.´ Touch point Experience (2004) relates touch point to time and sees touch point as ³every point in time the customer µtouches¶ or connects with your company throughout the entire product/service delivery; pre-, during and post-purchase.´


Introduction Toshiba India Private Limited is a 100% subsidiary of Toshiba Corporation Japan. Toshiba Corporation, our parent company, is a world-class innovator and industry leader in three key domains: Digital Products (visual image products, including digital and flat panel TVs, DVD recorders & players, portable PCs, digital audio players, hard disk drives, mobile phones and multi-function peripherals); Electronics Devices (including leading-edge semiconductors, displays and materials); and Social Infrastructure (power generation equipment, medical systems, elevators and escalators, transportation equipment, social automation equipment and telecommunications systems). The business operations of Toshiba India Private Limited in India encompass the following business domains: ‡ PC Business (notebook computers) ‡ LCD TVs Business ‡ Home Appliances Business (refrigerators, washing machine etc.) ‡ Thermal & Hydro Power Plant Systems Engineering Business ‡ Semiconductor Business ‡ Multi-Functional Peripherals / Devices (copy/print/fax/scan etc.) Business ‡ Transmission Distribution & Industrial Systems (including railway systems / equipment) Business.

Corporate Data

Established: 1875 by Hisashige Tanaka President and CEO: Nairo Sasak Employees: 204,000 Shareholders: 473,230

Products and services y y y y y y Laptop Computers Audio- Visual Products Home appliances Office automation Semi-conductors Air-conditioner

Toshiba's early history has two strands: 1875 saw the establishment of Tanaka Seizo-sho (Tanaka Engineering Works), Japan's first manufacturer of telegraphic equipment. Its founder, Hisashige Tanaka (1799 - 1881), was well known from his youth for inventions that included mechanical dolls and a perpetual clock. Under the name Shibaura Seisaku-sho (Shibaura Engineering Works), his company became one of Japan's largest manufacturers of heavy electrical apparatus. In 1890, Hakunetsu-sha & Co., Ltd. was established as Japan's first plant for electric incandescent lamps. Subsequent diversification saw the company evolve as a manufacturer of consumer products. In 1899, the company was renamed Tokyo Denki (Tokyo Electric Co.).

In 1939, these two companies, leaders in their respective fields, merged to form an integrated electric equipment manufacturer, Tokyo Shibaura Denki (Tokyo Shibaura Electric Co., Ltd.). The company was soon well known as 'Toshiba,' which became its official name in 1978.

The Toshiba Commitment
Basic Commitment of the Toshiba Group We, the Toshiba Group companies, based on our total commitment to people and to the future, are determined to help create a higher quality of life for all people, and to do our part to help ensure that progress continues within the world community. Commitment to People We endeavor to serve the needs of all people, especially our customers, shareholders, and employees, by implementing forward-looking corporate strategies while carrying out responsible and responsive business activities. As good corporate citizens, we actively contribute to further the goals of society. Commitment to the Future By continually developing innovative technologies centering on the fields of Electronics and Energy, we strive to create products and services that enhance human life, and which lead to a thriving, healthy society. We constantly seek new approaches that help realize the goals of the world community, including ways to improve the global environment. Committed to People, Committed to the Future. TOSHIBA

Touch points followed by Toshiba


The Internet

Harnessing the Internet to effectively conduct follow up. They use it for quick communication, because of its immediate nature. Their personal emails are connected and provide them with opportunity to communicate with their customers in return. Toshiba follows ³eZine´ which allows them to include their clients and contacts in the content of the newsletter. In this way, they are consciously farming their relationship by giving its customers visibility in its scope of business. CEO ± ³Hideo Ito says- they are conscientious while using Instant Messenger or other types of instant "chat" features, because many of their contacts are busy when they are online and won't always welcome a note every time you see they are online´. y Conferences and special events

As we all know that events advertised are of mutual interest, they invite individuals or their customers to attend as their guest; this provides another opportunity to continue growing their relationships. During event, they build in some one-to-one time with their guests to find out specifically how they can help their company to achieve goals they have set for sales, production, and referrals. y Seasonal or special occasion gifts

They often send gifts basket to their largest clients as a way to thank them for their business. They consider sending something to those with whom you have been networking over the past year or to those whom you desire to refer them more. It is a small gesture, but an effective communication tool, as well.


The power of the proximity effect

As studies have shown that relationships are not based on similar interest but on proximity. Same in the case of business people who tends to look for outside connections, thinking that the people whom they are around the most aren't the ones who are going to be referring them the most. Proximity is the key to cultivating deeper relationships with people who will continually provide with business referrals. That is what Toshiba follows: Take a closer look at these people, regardless of whether they appear on the outside to be a valid source of referrals, and build friendships with them that goes beyond the normal "Hey, how are you?"


Workflow management

Workflow management describes the processes and cross-functional handoffs that occur in response to a specific customer request within an organization. Two years ago much of the systems integration and IT professional services firm's workflow management consisted of swelling manila folders, opened in response to work requests, and passed through ordering, vendor management, invoicing, billing, etc. Toshiba employees would print a customer's email request, slide it into the folder, look up the closest qualified contractor, and fax that contractor a work order, which the contractor would sign and return. Subsequent communications also were stuffed into the folder, which was then handed off to a manager who oversaw contractor relationships and addressed issues that arose during the work.

Once the work was completed employees, responsible for collecting vendor invoices, would take possession of the manila folder. When all of the vendor invoices were submitted, an order would be entered into the accounting system and the documents in the manila folder would be scanned and stored on a general server. CEO ± ³Hideo Ito says -Thanks to Microsoft CRM and Outlook, Bailiwick Data Systems' internal workflow is now highly automated, quicker, and more accurate. An emailed work request enters a service module as a case and automatically alerts a vendor manager that a specific type of vendor in a specific location is needed. The manager selects a vendor from the database--a custom application integrates Microsoft MapPoint's location functionality with the CRM system--and then clicks a "task complete" box, which alerts the person in charge of managing cases on a daily basis.´ y Customer segmentation

CEO ± ³Hideo Ito, there is a difference between meeting customers' needs and meeting one customer's needs--especially online. When it comes to tailoring sales and marketing efforts to the individual needs of online customers, Ito believes many CRM tools fall short, because "everything on an analytical level is essentially performed on an aggregate basis, as far as Web sites are concerned´.


Website: http://www.csd.toshiba.com/cgi-bin/tais/support/jsp/home.jsp

Toshiba through its website as mentioned above, means of touch point get into contact with their customers and provide them with different services:      How to order replacement recovery media How to use label flash on a Satellite A505 How to disable adaptive screen brightness, Sat E205 Upgrading Win 7 Home Premium to Pro Edition BIOS Updates for 64-bit Windows 7

Moreover they provide them with other various facilities, like:      Forums Notebook repair status To find Accessories Product Updates Registration of product


Techniques and method being followed by Toshiba to follow touch points

Stage 1: Setting an Objective for the Strategy Stage 2: Setting a Budget for the Communication Task: Calculating the budget necessary for the scale of the task based on the weight of advertising required. TOSHIBA use the Hub Survey to establish the relative weight of advertising required to construct an effective media plan to deliver it. Stage 3: Establishing and Understanding a Target Audience: Using the Hub Survey to: Gain market knowledge, e.g. size, category, brands, usage, regionality Gain competitive information, e.g. users, frequency, regionality, when used, association with events y Explore potential target audience definitions e.g. Demographics (socio, geo etc) Lifestyle Attitudes, values & motivations User types Behavior Segmentation Attitude to advertising Receptivity Message, moment Receiver or creator Platforms/ events Life events (getting married, buying a house) Activities and leisure Geography Role in household Mood
y y

Brand relationships: y Brand loyalty, purchase, spend, usage y Fusion with Client data

Channel relationships: y Channel use and preference y reasons for using y favorites¶ y for data on DM, online, mobile, social networking y Attitude to channel y Multimedia use What, where, when, how long for y Who with y Location Stage 4: Finding a Guiding Idea to Form the Heart of the Strategy: Using the Hub Survey to: y Support or substantiate ideas and hypotheses y Evaluate relative content y Establish key platforms y Review prospective partners Stage 5: Choosing Which Channels to Use: Using the Hub survey and the IPD to: y Define each channels¶ role y Explore advertising receptivity/ response y Evaluate cross/ multimedia use Stage 6: How to Integrate the Chosen Channels to Achieve the µMultiplier Effect¶: Investigate simultaneous (or not) media use Evaluate each channels¶ contribution to the mix Explore partnerships - media/ brand Evaluate the potential roles of DM, mobile, online on the same platform Investigate cross-platform potential Stage 7: Implementing and Measuring the Effect of the Communication Strategy in Total and by Individual Component: Using the IPD to evaluate: y Individual and combined coverage & frequency y Effective campaign thresholds y Scenario planning y Campaign targets y Evaluate multi media combinations y Intra media choices y Competitive interrogation y Unique reach y Frequency distribution y Platform performance y Buying audience to planning audience

Other techniques which could be used by Toshiba are: y Grab their attention 1. They can fight for their attention with a powerful headline that brings up emotion! Depending on their product or service, and their target market, their headlines should promise their customers one of two things: Promise to take them away from their problem or promise to bring them towards pleasure. 2. They can think about their target market, what's their state of mind? Are they more likely to take action to gain pleasure? Or to make the pain they're in go away? y To shake their confidence in what they are doing NOW!

After grabbing their attention. They will continue to pay attention to messages because they need to wonder: 1. Are they getting the best possible service or product for their money? 2. Are they doing enough? 3. Are they doing the best they can? y Building customer¶s confidence in them

Thirdly, after shaking their confidence in what they are doing, it is important to build their confidence in them. They then need to prove, the solution to their problem. o How you differ from the competition? o What are your credentials? o Do you have documented test results? o Do you have a very high percentage of satisfied customers? o Do you have professional recognition from peers within your field?

y 1. 2. 3. y

Wow customer with their services 24 hour hotline - to answer common questions Make house calls. Offer one on one service, convenient hours or pickup & delivery Address and overcome their objections

Most often the biggest objection is the price. Toshiba with its high quality products like-laptop computer, audio-visuals etc. can confront them head-on by explaining why it's worth paying their price.

Can remove the obstacle of risk with their Guarantee

Most people associate the strength and the length of the guarantee with the quality of the product. It can make or break the sale, the longer they¶ll guarantee the better is the chance of making a sale. y
Make it easier to contact company

Company can provide its prospects a reason to contact them (organization) and makes it safe and easy to do. The easiest thing is to offer a FREE consultation or demonstration. This type of an offer appeals to the consumer's curiosity and at the same time minimize the risk to them.


Customer relationship management (CRM) is a widely-implemented strategy for managing a company¶s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes²principally sales activities, but also those for marketing, customer service, and technical support. A touch point is defined as, all of the communication, human and physical interactions your customers experience during their relationship lifecycle with your organization. Whether an ad, Web site, sales person, store or office, Touch points are important because customers form perceptions of your organization and brand based on their cumulative experiences. Toshiba India Private Limited is a 100% subsidiary of Toshiba Corporation Japan. Toshiba Corporation, our parent company, is a world-class innovator and industry leader in three key domains: Digital Products (visual image products, including digital and flat panel TVs, DVD recorders & players, portable PCs, digital audio players, hard disk drives, mobile phones and multi-function peripherals). TOUCH POINTS USED ARE: The Internet Seasonal or special occasion gifts Work flow management etc.

y y y y y y http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-6-MostOverlooked-Customer-Touch-Points-43348.aspx http://www.ipa.co.uk/Content/TouchPoints-Site-Examples-of-TouchPoints-in-action http://onesgadget.com/search/touchpoints-used-by-toshiba/ http://incentmedia.wordpress.com/2009/10/11/what-are-the-customer-touch-points-inmobile-marketing/ http://en.wikipedia.org/wiki/Touchpoint http://www.csd.toshiba.com/cgi-bin/tais/support/jsp/home.jsp

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