CUSTOMER RELATIONSHIP

MANAGEMENT
Sukesh R
 CUSTOMER RELATIONSHIP MANAGEMENT

• Managing and improving client relationships is the lifeblood of

any organization.
• Customer relationship management (CRM) is the combination
of practices, strategies and technologies that companies use to
manage and analyze customer interactions and data throughout
the customer lifecycle
CUSTOMER LIFE CYCLE
FIVE KEY STAGES IN THE CRM CYCLE
 CRM SYSTEM

• CRM systems compile customer data across different channels,

or points of contact, between the customer and the company,
which could include the company's website, telephone, live
chat, direct mail, marketing materials and social networks.
• CRM systems can also give customer-facing staff members
detailed information on customers' personal information,
purchase history, buying preferences and concerns.
 NEED OF CRM FOR AN ORGANIZATION
• A CRM system consists of a historical view and analysis of all
the acquired or to be acquired customers. This helps in
reduced searching and correlating customers and to foresee
customer needs effectively and increase business.
• CRM contains each and every bit of details of a customer,
hence it is very easy for track a customer accordingly and can
be used to determine which customer can be profitable and
which not.
 CONT….

• A CRM system is not only used to deal with the existing

customers but is also useful in acquiring new customers.
• The strongest aspect of Customer Relationship Management is
that it is very cost-effective.
• All the details in CRM system is kept centralized which is
available anytime on fingertips. This reduces the process time
and increases productivity.
 CONT…

• Automate daily tasks.

• Reduction in the customer defection rate.
• Efficiently dealing with all the customers and providing them
what they actually need increases the customer satisfaction.
This increases the chance of getting more business which
ultimately enhances turnover and profit.
• Increase and improvement in long-term relationships.
 TECHNIQUES OF BUILDING CRM
Data Warehousing and Data Mining
• A data warehouse is a company-wide electronic database of
detailed customer information. The purpose of data warehouse
is not just to gather information, but to place it into a central
location for easy access.
• Once the data warehouse locates the data at a central place, the
data analysts use data mining techniques to examine the
mounds of data to find out interesting facts of the customers.
 CONT…
One-to-one Marketing
• Some firms adopt one-to-one marketing strategy. Such firms
treat their customers as partners, especially in the case of B2B
markets firms solicit the help of customers to design new
products or to improve their services.
Loyalty Programmes
• In order to enhance marketing efficiency, a firm has to find out
which of its customers are worth retaining and which are not,
and which customers should be given extra care and attention.
 CONT…

Priority Customer Programmes

• Some firms introduce priority customer programmes. The
priority customers are the MVCs. They are given priority in
after-sales service, delivery and resolving complaints.
• The priority customer programmes are followed by several
organizations, especially in the banking industry.
 IMPLEMENTING CRM

Implementing a CRM system is more than installing a software

package. All functional areas of your business need to be
engaged—human resources, marketing, sales, IT, product
development, etc.
• Developing a CRM Strategy
• Possibilities for Using CRM
• CRM Delivery Model Options (On-premise or Cloud based)
 EXAMPLE FOR CRM TOOLS

• HubSpot CRM
• Freshworks CRM
• Salesforce CRM
• NetSuite CRM
• Zoho CRM
• Pipedrive CRM
BENEFITS OF CRM