CUSTOMER

RELATIONSHIP
MARKETING
TEAM ACIRA
ABHILASH TITRE - 21020341005
DIKSHIKA PARATE - 21020341076
KRUNAL BHARKAR - 21020341072
ISHAAN Khare - 21020341082
 Company Profile
The General Electric Company is a global high-tech industrial conglomerate.
The company's Power segment provides heavy-duty and aero-derivative gas
turbines for utilities, independent power producers, and industrial applications, as
well as plant asset maintenance, service, and upgrade solutions, steam power
technology for fossil and nuclear applications, such as boilers, generators, steam
turbines, and air quality control systems, and advanced reactor technologies
solutions, which include reactors, fuels, and support services.
This segment also provides motors, generators, automation, and control equipment,
as well as drives for energy-intensive industries like marine, oil and gas, mining,
rail, metals, test systems, and water, using the science and systems of power
conversion.
Its Renewable Energy segment combines onshore and offshore wind, blades,
hydro, storage, solar, and grid solutions, as well as hybrid renewables and digital
services offerings, to provide a variety of solutions for its customers.

Ishaan Khare
 Company Profile
The company's headquarters are in Boston, Massachusetts, where it was founded in
1878.
The Aviation segment of the company develops and manufactures commercial and
military aircraft engines, as well as integrated engine components, electric power,
and mechanical aircraft systems, as well as aftermarket services.
Its Healthcare division develops, manufactures, markets, and services magnetic
resonance, computed tomography, molecular imaging, x-ray, and high-frequency
soundwave systems, clinical monitoring and acute care systems, enterprise digital,
artificial intelligence applications, consulting and command centre, and
complementary software and services, as well as imaging agents.
The Capital segment of the company provides aviation leasing and financing, as
well as working capital services; financial solutions and underwriting capabilities;
and life and health insurance, as well as annuity products.

Ishaan Khare
 Industry Profile
The electronics industry is the sector of the economy that deals with the
manufacture of electronic devices. It first appeared in the twentieth century and has
since grown to become one of the world's most powerful industries.
Electronic devices are manufactured in industry-run automated or semi-automated
factories, and they are used widely in modern society.
Metal-oxide-semiconductor (MOS) transistors and integrated circuits are used to
make most products, with the latter being assembled primarily through
photolithography and frequently on printed circuit boards.
Electronic waste has become a problem due to the size of the industry, the use of
toxic materials, and the difficulty of recycling.
In an attempt to address the problems, international regulation and environmental
legislation have been created.

Krunal Bharkar
 Industry Profile
The electronics industry is divided into several segments.
The semiconductor industry sector, which has annual sales of over $481 billion as
of 2018, is the main driving force behind the entire electronics industry.
E-commerce is the largest industry sector, with over $29 trillion in revenue in 2017.
The metal-oxide-semiconductor field-effect transistor (MOSFET), which was
invented in 1959 and is the "workhorse" of the electronics industry, is the most
widely manufactured electronic device.
The development of inventions such as gramophones, radio transmitters, receivers,
and television began in the 19th century, thanks to the development of the electric
power industry. The vacuum tube was used in early electronic devices before being
largely replaced as the industry's fundamental technology by semiconductor
components.
In 1947, John Bardeen and Walter Houser Brattain at Bell Laboratories invented
the first working transistor, a point-contact transistor, which sparked significant
research in the field of solid-state semiconductors in the 1950s.
Krunal Bharkar
 Industry Profile
This resulted in the birth of the home entertainment consumer electronics industry
in the 1950s, thanks in large part to Tokyo Tsushin Kogyo (now Sonyefforts )'s
successfully commercializing transistor technology for a mass market, first with
affordable transistor radios and then with transistorized television sets.
The MOSFET is the most widely manufactured device in history, accounting for
99.9% of all transistors, with an estimated total of 13 sextillion MOSFETs
manufactured between 1960 and 2018.
To design, develop, test, manufacture, install, and repair electrical and electronic
equipment such as communication equipment, medical monitoring devices,
navigational equipment, and computers, the industry employs a large number of
electronics engineers and electronics technicians.
Connectors, system components, cell systems, and computer accessories are among
the most common parts manufactured, and they are made of alloy steel, copper,
brass, stainless steel, plastic, steel tubing, and other materials.
Krunal Bharkar
 Industry Profile
Top 10 Electric and Electronics companies:
Schneider Electric – 1836
Siemens
Lockheed Martin Corporation
General Electric
Emerson
Legrand
Prysmian
The Boeing Company
Shell Oil Company
BMW Group
Krunal Bharkar
 GE Relationship Marketing
Relationship marketing is ultimately about providing valuable content
to both new and existing customers, regardless of where they are in
the buying process.
To ensure that your customers can grow with you over time, good
relationship marketing should appeal to both first-time viewers and
long-term customers.
GE does an excellent job of diversifying its content and platforms to
ensure that it appeals to as many people as possible.
For example, in the sci-fi genre, GE created two sponsored podcasts.
It may seem strange, but given that GE bills itself as an "inventor of
the future of the industry," it's understandable that the company
would dabble in the world of sci-fi what-ifs.
Dikshika Parate
 GE Relationship Marketing
Additionally, GE has a popular YouTube channel that features
historical and innovative stories told by GE employees.

Whether you're a current customer or a potential employee, content

like this brings GE into customers' lives in a natural, helpful, and
even entertaining way.

GE demonstrates its desire to satisfy long-term customers even at the

expense of short-term gains by consistently providing a diverse range
of high-quality content.

Dikshika Parate
 Acquiring Customers
Customer Discovery entails a comprehensive data exchange
between a customer company and General Electric.
"We have a prepared agenda when we meet with a customer,"
Dudzinski says.
Dudzinski invites VP-level executives from each company,
including representatives from the corporate office,
headquarters field marketing, engineering, sales, and
corporate research and development. He claims that "it's the
people who can commit resources to get something done."
A customer becomes more profitable with time because: -
High acquisition cost exceeds gross margin initially .
Dikshika Parate
 Acquiring Customers
Productivity, sales coverage, products, technology, and
communication are among the topics on the agenda for the
six-hour meetings plus lunch. Each of the two companies
presents their respective perspectives on the issues.
Each business is left with a set of action items.
Dudzinski's team is divided into sub-teams to drive action
items that will improve the customer relationship.
Only a few customers are subjected to this procedure. He
claims that "not all customers want that kind of relationship."

Dikshika Parate
 Retaining Customers
General Electric has field marketing members who collect
data from customers all over the world in addition to
centralized marketing. These marketers strive to respond to
specific questions posed by various departments within the
company.
Retention cost is much lower - A greater share of customer
wallet If we don’t keep the customer for several years, they
won’t make money
Loyal customers are more profitable: 1% increase in sales - -
To existing customers - profits up by 17% - To new
customers - profits up by 3%
Dikshika Parate
 Retaining Customers
Other projects enable field marketers to collect data in an
unstructured manner.
Field marketers have a specific problem to solve in this case,
and they must use their creativity and contacts to do so.
Not only does feedback help with product development and
distribution, but it also helps with messaging.
"Customers were telling us that the breadth of our product
line was not broad enough," he explains.

Dikshika Parate
 General Electric CRM
General Electric has implemented a priority scoring model based on
demographic and interest rank to get the most engaged leads into the hands
of sales faster, allowing them to focus on the leads that matter most and are
more likely to convert (all delivered to sales through the tool they use most
i.e. Salesforce.com)
Inside Sales can sort for and find urgent customers more quickly based on
engagement and persona (focusing on the highest priority leads first – from
P0 to P3) (lowest priority).
Marketing and Inside Sales can now communicate quickly and effectively
using the same language, based on the priority score.
Our sales teams now have a quick visual of the types of leads in the
pipeline without having to click to each individual lead thanks to the
addition of a "p-score" field to the sales queue.
Abhilash Titre
Abhilash Titre
 General Electric CRM
GE also implemented a Sales Insights strategy, which allows
sales to prioritize and view all key customer engagements
(which campaigns and collateral are "touching" each lead).
Customers can now get what they need faster because the
company can determine the best fit based on their persona,
making the experience more useful and human.
This also allows them to provide Digital Marketing,
Revenue Marketing, and IT teams with more information.

Abhilash Titre
 General Electric CRM
GE looked at the following to see how effective and impactful priority
scoring is:
Top of funnel velocity: to demonstrate how long it takes for a good
lead to reach GE's sales team
Sales stage conversion: to demonstrate the overall impact and quality
of leads as they progress through the buyer's journey
Bottom of funnel deal velocity: to determine how quickly GE closes
opportunities once the right lead is in the hands of the right salesperson
GE's analysis revealed that once implemented, the company was able to
identify priority leads 4X faster and hand them off to sales teams, allowing
sales to reach the right people at the right time with more personalized
content.

Abhilash Titre
Role of technology in building CRM of General Electric
The innovative new path taken by General Electric entails forging closer
ties with its customers and even making its products more socially
connected.
GE looked to the latest cloud technologies and invented some new ones to
make its business more social.
Salesforce was first used by GE to connect with commercial customers and
manage opportunities. Salesforce was initially viewed by the division as
merely a means of providing everyone with access to customer data.
However, it was the collaboration that it enabled that transformed day-to-
day operations.
"Salesforce brought together salespeople. It brought together sales and
marketing professionals. And it did so in a very iterative, quick manner,"
says Beth Comstock, GE's CMO. "It also provides everyone with the data
synthesis that we require to truly understand our customers."

Abhilash Titre
Role of technology in building CRM of General Electric

Chatter enhances GE's sales efforts by allowing for more collaboration. It

allows reps to share documents, respond to questions, and receive
immediate feedback.
What might have taken a team a week in the best case can now be done in
minutes. Chatter's immediacy and touchpoints transform commercial
business as we know it.
GE is also using social media to modernize its brand image and make itself
more approachable to customers. The division can take customers behind
the scenes of innovation using Facebook, Instagram, and Twitter.
GE also monitors and participates in online conversations about its brand,
and social media provides valuable feedback.

Abhilash Titre
Thank You!
-Team ACIRA