Presentation ON

CRM

Presented By
Mr Sadam Hussain Indhar
Marketing: Managing
Profitable Customer
Relationships
 ?What is Marketing

Marketing is managing profitable customer 

relationships
Attracting new customers 
Retaining and growing current 
customers
Marketing” is NOT synonymous with“ 
”“sales” or “advertising
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?What is Marketing

:Kotler’s social definition 

Marketing is a social and managerial process
by“ which individuals and groups obtain what they
need and want through creating and exchanging
products
”. and value with others
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 Many Things Can Be Marketed!
Goods  Places 
Services  Properties 
 Organizations 
Experiences
Information 
Events 
Ideas 
Persons 
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What iS Marketing?

Core Marketing Concepts

Needs, wants, and  Value and 
demands satisfaction
Marketing offers:  Exchange, 
including transactions
products, services and
and experiences
relationships
Markets 
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 Marketing Management

MARketing MANAgement is “the art and 

science of choosing target markets and
building profitable relationships with
”.them
Creating, delivering and 
communicating superior customer
.value is key
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 Marketing Management

:Customer Management 
Marketers select customers that can 
.be served well and profitably
:Demand Management 
Marketers must deal with different 
demand states ranging from no
.demand to too much demand
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 Marketing Management
Marketing Management

Management Orientations

Production  Selling concept 

concept Marketing 
Product concept  concept
• Societal marketing concept
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CRM

CRM – Customer reLAtionship MAnAgement . . . 

“is the overall process of building
and maintaining profitable
customer relationships by
delivering superior
customer
”.value and satisfaction
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CRM
It costs 5 to 10 times MORE to attract a new customer 
.than it does to keep a current customer
satisfied Marketers must be concerned with the
lifetime value of 
.the customer
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 CRM
Customer value/satisfaction 
Key Perceptions are key 
Meeting/exceeding expectations 
Concepts creates satisfaction

Attracting, retaining and  Loyalty and retention 

Benefits of loyalty 
growing customers Loyalty increases as satisfaction 
Building customer  levels increase
Delighting consumers should be 
relationships and the goal
customer equity Growing share of customer
Cross-selling 

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 to m e r e q u ity
CRM

Key Concepts
• Attra c ting ,
re ta in in g a
n d g ro w in g
c u s to m e r s
• Bu ild in g c us
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13 to m e r re la tio n s
hip s a nd c us
 r equity .all customers
Measures a firm’s 
The total combined performance, but in
Cust  a manner that looks to
the
ome
customer lifetime values .future
of

CRM

Customer relationship levels 

Key and tools
Concepts
• Attra c ting ,
 Target market dictates type of
typically  relationship
Basic relationships 
re ta in in g a
Full relationships 
nd
g ro w Customer loyalty and 
retention programs
in g
c u s to m e rs Adding financial benefits
 Adding social
benefits  Adding
• Bu ild in g c us structural ties 
to m e r re la tio n s
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to m e r e q u ity
 Marketing Challenges

Technological advances, rapid 

globalization, and continuing social and
economic shifts are causing marketplace
.changes
Major marketing developments can be 
.grouped under the theme of Connecting

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Marketing Challenges

Connecting Advances in computers, 

telecommunications, video-
conferencing, etc. are major
Via technology  .forces
Databases allow for 
With  customization of products,
customers .messages and analysis of needs

With marketing  The Internet 

Facilitates anytime, anywhere 
partners connections
With the world  Facilitates CRM 
Creates marketspaces 
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Marketing Challenges

Connectin Selective relationship 

.management is key
g
Customer profitability 
Via technology  analysis separates winners
With customers  .from losers

Growing “share of 
With marketing  ”customer
partners Cross-selling and up-selling 
.are helpful
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 Direct sales to buyers
W are
it .
growin
h g
th
e
w
or
ld
Marketing Challenges

Connectin Partner relationship 

g :management involves

Via partners
technology With the world
With customers
With
marketing
  Connecting inside
the  partners
compan Supply chain management 
y
Strategic alliances 
 Connecting with
outside 
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Marketing Challenges

Connecting Globalization 
Competition 
New opportunities 
Via technology  With marketing
With customers 
  Greater concern for 
environmental and social
partners responsibility
Increased marketing by 
nonprofit and public-sector
entities
With the  Social marketing campaigns 
world
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