8.

Elements of CRM software that you would be implementing (Phase-wise) – Purpose, Data capture,
Data mining, Marketing activity

 Database Creation: The database consists of all the customer details like contact data &
transactional details. These details help in tracking the past data.
 Analysis: The data could be analysed through various techniques to identify a pattern,
database analysis will help you in understanding the customer dependency on the app. RFM
could be used to identify the how recent and frequent customer gets involved with the app and
what monetary value the customer provides. Customer can be segmented and accordingly the
most profitable segment can targeted.
 Customer Selection: This helps to identify the most profitable customer segment. Higher
impact by their word of mouth advertisement could help in attracting more customers. Tcs's
profitable customer segments are people who are more tech savvy, who lack time and
household segment.
 Customer Targeting: Initiate the communication with customer by leveraging information
from the database. Notification can be sent to the customers who use the app regularly. Also
target the potential customer segment send notifications about offers & discounts to convert
them into customer.
 Relationship Marketing: Plan referral programs i.e. when one customer recommends the
services to the other, then they are eligible for certain discounts on their next transaction.
Introduce cash back offers & Discounts which help in the increase of number of transactions. All
these will result in the positive word of mouth and helps in increasing the customer base & the
no of transactions.
 Privacy Issues: Since the collected data has sensitive information about the customer, Tcs
must have proper systems in place which help in protecting the data. Data privacy & protection
leads to customer satisfaction & loyalty. Tcs can use Cloud platform as service (PAAS) for
handling the online application and its services. They can choose a third party vendor who can
handle this with much safety standards. Tcs need to make sure that the customer information is
not leaked and its secure.

Metrics

The metrics that can be used to measure the performance and customer retention are

 Frequency of the transactions.

 Share of Wallet
 Customer profitability
 Customer acquisition cost

9. Dashboards for evaluating effectiveness

We need below metrics to evaluate the performance of the implementation of the CRM.

 Lead Conversions
 Increase in the No of Prospects
 Increase in the No of customers
 Increase rate in the application installed
 Increase in the frequency of transaction
 Customer Referrals
 Response to the marketing campaigns
 Customer Life time value
 Transaction Cost
 Average Revenue Per user
 Capacity utilization of the fleet
 Coupon redemption rate
 Average revenue per delivery
 Retention rate
 Customer Loyalty
 Customer Feedback
 Market Penetration
 Brand Penetration
 Brand Awareness
 Increase in the brand Preference
 Quality of the service offered
 Operational Excellence
 Gross Margin
 Increase in the brand equity