Role of IT in

CRM
Biswajeet Mahapatra
 Introduction

Biswajeet Mahapatra

25 + years of experience in the industry. Worked in 1995 – Btech Engineering from Saurashtra University
companies like Gartner, HP, Oracle, Novell and Baan. (Gold Medalist)
1 Have been a CEO of Trasers, CTO of SAPG, CEO and
3 2011 – PGDM – PT XIMB (Gold Medalist)
Founder – muecio.com

Built startups, advised CXOs across the globe on Email: mbiswaje@gmail.com,

various aspects of Technology, & Processes, biswajeet.mahapatra@meucio.com
2 implemented ERP projects, sold Applications and 4 Linkedin :
research, published more than 100 papers https://www.linkedin.com/in/biswajeetmahapatra/
Agenda
01 CX and its importance
CX as a Superset of CRM, CEM Tools, CEM Maturity Model

02 CRM & its Linkage to CX

Basics of CRM, timeline, Maturity Model, Gartner Magic
Quadrant, Key Players, Functions and Feature & Pricing.

03 Social CRM & Implementation

challenges
Using Social CRM in Business, Setting up Whatsapp /
Instagram/ FB Business Channels

04 Blockchain in CRM
Provides enhanced security, data cleansing, and better
transparency
 Customer
Experience
And its Role in the Enterprise
CX and Customer Support
Best in class companies optimize customer journeys and not touch points
CRM and CX relationship
 CEM & CRM comparison

What When How Monitored Who uses the info. Relevance

Captures & distributes Surveys, VoCs Locates places to add

Business or functional offerings in the gaps
what a customers At customer touch research, targeted
CEM

leaders to create between expectations

thinks about the points studies, observational
better CX & experience
company research

Captures & distributes Drives cross selling, by

Point of Sale data, Customer facing group,
what a company After there is a bundling products in
CRM

market research, such as marketing,

knows about a customer interaction demand with ones
website click through sales, field marketing
customer that aren’t

Customer experience, is your customers’ holistic perception of their experience with your business or
brand.
Why is Customer Experience Important

Compete on Basis of CX 89%

Companies plan to compete primarily on the basis of Customer Experience - Gartner

Buyers are willing to pay more 86%

For the CX but only 1% feel that the vendors consistently meet their expectations - Forbes

Increase in Profitability 25%

Can be achieved by multichannel integration, as a key component of Customer Experience - Oracle

Customers feel CX is important 89%

From a Brand Loyalty perspective - eConsultancy

Customers stop interacting 86%

And buying from businesses where they had a bad customer experience – Harris Interactive

CX is more important than Price 64%

People feel Customer Experience is more important than price in their choice of Brand. - Gartner
Why improve CX
What impacts CX ?

Measuring CX:

•Customer Effort Score (CES)

•Net Promoter Score® (NPS)

•Customer Satisfaction Score

(CSAT)

•Time To Resolution (TTR)

Ideal CX measurement system puts journeys at center and connects them
with other elements
Customer Experience needs to be mapped throughout the customer journey.
A typical Customer Journey Map – When buying software online

Phase Awareness Research Purchase Install Use Support Upgrade / Discard

C. Activities Friends, Browsing • Compare & evaluate • Look at various • Download online • Run files • Locating place to download • Choose a new upgraded version
online, Ads, social options/ alternatives online and offline • Install from USB/ CD • Use • For Installation • Forced to upgrade
media • Look for how and options • Usage related issues • Move out finding a better product
where to buy • Uninstall/ reinstall issues • Don’t need it anymore.
C. Goals No Goals at this Find the best suited Order effortlessly Download effortlessly Use as intended Resolve issues smoothly • Move to a better product
point product Re-install effortlessly without any issues • Remove any irritants or issues

Touchpoints Social Media, Ads, Web, Mobile, social Web, Mobile, Store Laptop/ mobile/ server Laptop/ mobile/ Support/ Call center, online Support/ Call center, Online web
Word of Mouth media, WOM server portal portal

Experience 5

Business Increase awareness Increase website visitors Increase online sales Readily available Product matching Increase customer satisfaction Increase conversion rates, turn
Goals online and conversion rate products to download expectations rate, Reduce waiting time, First customers to advocates
and install Call Resolution rates to be high

KPI Number of People Analytics Score, new Shopping cart value Customer installation Unaided customer Customer Service Success Rate, Conversion rate, retention rates
Reached website hits conversion rate success rates usage rates FCR time

Org Create Marketing Create Marketing Optimize Purchase Smooth Installation, Build simple and Create responsive customer Create awareness about new and
Activities content both online campaigns and content cycle, simplify the Proper guidelines and easy to use support and call center, simplify upcoming products, create
and offline both online and offline buying process instructions available, call products, self process to reach out to retention benefits programs.
center numbers explanatory customer support
provided processes

Responsible Sales and Marketing Marketing and Sales Product Development Product Customer Service and Support Customer Service, Support and
Communication and Support Development Marketing and Sales
CX encompasses both digital and physical touchpoints
Categories of CX tools - Bain
Direct Relation between tool adoption & financial performance
Adoption of CX tools
 Customer
Experience
1. Real life examples
2. Maturity Model
3. Application features
Airlines – Emirates/ Indigo and SpiceJet
Spicejet
Emirates Airlines and Indigo
BSNL – Money Return through PMO – Manmohan Singh

BSNL Follow up PMO Office

Landline connection in Hyderabad
For 2 years Wrote all details

No response after writing many mails

We had a Landline connection in to BSNL Hyderabad, talking to various PMO office had an online Redressal
Hyderabad. When we moved to departments Forum wherein anyone can post their
Bangalore, we surrendered it and were issue with all details. I did that. Did not
expecting INR 3000 deposit back expect anything.

Call from BSNL Money Returned

BSNL Hyderabad Within a week of the call

calls
After a month BSNL Hyderabad Not only I got a cheque from Hyderabad
called me and apologized. They also BSNL but they also called up to ensure I
mentioned they were called up by have received the money
PMO and I should not have gone
that far.
Gas Agency – HP Gas Agency – Maruthi Gas Bangalore

1. Gas Agency 2. Gas Booked 3. Threatened

Maruthi Gas agency (HP) in
Bangalore
Regular Client of Maruti Gas. But
cylinder was never delivered on time.
Delivery boy use to resell at higher
price
Automated IVR Booking
Booked the Gas through phone but
was never delivered, again rebooked,
same issue. Called the agency they
said it was already delivered twice,
now cant book again
Threatened by Agency
On a personal visit by my wife, the
delivery boy personally threatened and
said no one will ever deliver to our
house. We can do whatever we want

4. Wrote to 5. Gas Delivered

Chairman
Mail to Chairman Same Delivery boy delivered

Frustrated I wrote to the Chairman Within one hour of the mail, the same
of HP. Immediately within 10 mins delivery boy was at our doorstep fuming
his PA called me and understood and grunting. He delivered the cylinder
the situation without any extra charge and went .
LG – Microwave

1. LG 2. Complained to LG 3. Deccan
Chronicle
Microwave bought
Generic Response Published in Newspaper

They sent technician who could not

Got a Microwave for INR 18K but figure out, then they started giving Published our experience in Deccan
whenever we tried to make Pizza it excuses need some other part, Chronicle with all details
stopped. Realized it was not going waiting on factory, then started
above 180 degree, avoiding our calls

4. Immediate 5. Replaced
response
South India Head at New Microwave
home apologizing
Immediately got calls from LG, South After 3-4 days they sent a new
India head was at home apologizing, Microwave with a sorry note.
Technician checked our system and
said Microprocessor needs
replacement. and took it away.
Trident Gurgaon – Oberoi Group

Regular Visitor Not up to mark Feedback

Exceptional Service
In one visit Gave a rating of 3

Whenever I used to order room I needed lunch on time as was

rushing out for a meeting, Not only On their feedback mail I gave a rating
service, if it was late by even 5 mins
food did not come on time, I of 3. Normally I used to give a rating of
they used to call in advance and either
reminded them many times, and after 5 but this time due to this experience I
make the meal free or send some
it was late I could hardly finish it gave a 3
complements

Call Back Free Stay

After I came back Offered Free Stay

to Dubai
Oberoi called me up to understand the
3 nights free stay with them, when I visit
reason and I gave them a proper
next time, I never availed the offer but
explanation. They profusely apologized.
this left a good taste about them.
Not just that their manager also called
and sent a sorry letter.
Northwest Airlines

Return Flight No Help Hotel issues

Amsterdam - Mumbai
No information Did not allow anyone

Morning flight 10:30am, boarded the We were left in the airport for 2 more
hours with no information, then asked to Hotel had rooms but no information,
flight, all normal, went to the runway,
go through immigration again and go to so not allowing anyone. I checked in
came back saying AC issue and it went
the arrival gate without luggage, then personally and slept. No information
on multiple times, till we were
asked to go to a hotel nearby about flight
deplaned at 2:30 pm

Chaos Next day Fight

No information Company stopped all travel

However we went to the airport and

Fought with them, got an apology and
stayed there. Flight left at 12:30 pm, one
free ticket to London, never used, so
mother was arrested and one old man
next trip they gave 2 days free stay in
threatened. We reached Mumbai with half
stopover in Dubai
of the luggage missing,
Axis Bank

Account Job Done ? Forex not allowed

Opening
Smooth with lot of help
Account Created Access denied

Relationship manager came home Account was created, I go the cheque

book and all details. However had to I had some transfer from abroad but
with all the documents to get
follow up with the RM to get the could not access. Asked branch who
signature. He in-fact made the letter
online details. I was not told of the 1 put me to the call center, who again
head and the stamp.
Lakh limit which was a drawback put me to branch. RM was useless

No response on Resolved after

Social Media fight
Careless Bad experience

Wrote to MD, wrote on Twitter, on

It got resolved after 9 days, with lots of
Linkedin, no response. Kept following with
fights, mails and escalations. I have
RM , lame excuses. Not resolved for 9
started pulling out my funds from Axis.
days. Threatened to leave. But did not
care.
Learnings from the Case Studies

Majority of the companies do not care about the customers and their journey. They are only there to make quick money

Customers have to be empowered in order to get their rightful dues. Use all the medium to get the best services

Very few companies have actually started looking at customer satisfaction, but we are still very far away

Social Media has helped customers in making their voices heard. Yet many companies don’t care

CX & CRM have remained either an application issue or a senior management initiative which have never been followed
through
CEM Maturity Model
Maturity levels at which organizations are in

36% - Level 0
Level 1
Of Organizations are not even at Level 1
Fragmented Focus

19% - Level 1
Customer experience is important but funding and
support from Upper Level is minimal
Level 2
VoC Validated
22% - Level 2
CX is important & initial programs are put in place – but the effort is still
not connected to the profitability of the organization
Level 3
11% - Level 3 Engaged Executives
CX is critical to the company & it is understood how it is connected to the
end results : Yet CX is for the sake of CX

8% - Level 4 Level 4
CX is the core of company’s strategies and objectives Profit Maximized

4% - Level 5
Is the company’s DNA, essence of anything and everything
the company does
Level 5
Cultural Change
CX – Key features and Tools

Key Features Tools

• Customer Segmentation IBM Tealeaf and Customer Experience Suite

• Multi-Channel Data collection
• Knowledge Management Adobe Experience Manager
• Dashboard Zendesk
• Analytics
• Negative Feedback Management Qualtrics XM
• Predictive Analytics
Bitrix 24
• Sentiment Analytics
• Survey/ Poll Management Freshdesk
• Text Analysis
Salesforce

Global Market Size and Growth

Global customer experience management market size was valued at USD 8.5 billion in 2020 and is expected
to register a CAGR of 17.7% from 2020 to 2027
Thank You