ame is conwept was transformed ‘ange eastcally de to iberlizatonprivatiation and globalization, HEL cusTonten RELATIONSHIP MANAGEMENT (CRI): MEANING AND DEFINTIONS ieanding re thay ther expectations in order to satisfy them. CRM is focuses on custhmer retention The ter ‘Customer Relationship Management isthe combination of three words; ‘Cuslomer, Pair of shoes from Nike showroom, it would not be named as a relationship. Various components design relations Relationship siruations. The term ‘Managem BBE customer Retationsi ai i —{f 4 = Stages of Customer Relationship (Proposed by Dwyer) (According to Rigby, Reletheld and es to bul custome loyalty and to artner, “OFM is a business sia ‘eenberg (2004 nod 0 impr 8 philosophy and a businass et Sapa | meme citar Gag ornate sat chowngconmanen ips este] dots srg bod ‘caster atts oterataraives andlocks or beter eptons | (2002), “CFI attates. busin inetease ong ixm prot business stratogy that use He and integrate view ol seus ‘maintain and expand m Sninleactons ina business environmea [caeanmbed (Sbcaucac mareace, maybe gus to cangeinequremerss|R Customer Relationship Management (CRA): Baste Concepts te Peppers and Roger (200 -CR sn apna ws Yona she cee by Lng esona sec aeons nS AY acto ne w CHARACTERISTICS OF CUSTOMER cele MANAGEMENT CRM Process Framework ‘Management and Govemaneo S f Pedomane ‘customer Relationship Management (CRM Basie Concepts mation from both ont 9 customer purchase h processes and systems. Support from entation of CRM program in an organization HE HISTORY AND EMERGENCE OF CRM ‘Customer relationship practices wore prevalent even Customer Relationship Management emerge mpact on human beings working in orgasiztions. ass Market (during 1970s): Walking on the same idea, during 1970s, comporations were ‘offering same product to whole markt which was.petatonship Management {cRM): Basic Concepts customer FACTORS RESPONSIBLE FOR THE GROWTH OF CRM a codern business world, CRM has reached to another level. eer tomer retention and loy larketers reamed with cus ‘of CRM over years: «2 After 1980s, there were rapid shit ly. For various produ the growth Cheaper: With the growth 0 costly and offers a more sustainable co that retaining customer iS compared to acuiing the new ones i: 4 Aampettion: As businesses progressed, the component of competi aed By Micha! E, Porter in his famous Five Forces Model of Compe Py Mecholngy and advanced product features, customers expeat ‘business were left with no other options except relationship Ae Clad Anarene Wikeprend edvaton and information ental seeress among corsumers. They make informed purchasing. decison a rough online reviews and ratings. Having a strong connect with these kw careers was the need and building relationship with them came up as solution. 4 Fat Generation of CR Tred + Second Generation of crue + CRM was used to assist, aces a dwakened the customers about teExisting satisfied customer base offers profitability and growth to an Satisfied customers bring loyalty, positive referrals and grovth in sales with Jn increased revenues and market share for the company. formation: CRM database offers inform taking sound business decisions. Various ted to customers that can be re help in collecting, storing and vity: CRM assists in enhancing organizational %. Effective Communication: CRM also helps in developing elective wo-wey ‘communication chennels between customers and organization, 10. Keeping Track: Tracking the transctions of prospects i anather function of CRM. ERA sencrits oF crm ‘The basic idea behind CRM program in an organization it offs attain and sustin satisfied customers or long, CRM offers variety of benefits, which include the following: AC Distomer Satisfaction: CRM seks to achieve a higher lve “organization. When organizations have customer in ty services, so that it can customer satisfaction in the ‘welcomed to give feedback regarding well as offine modes. CRM progam, programs to ye aod emogrephic and purse related dat. th Idenstying, ends and isp about customers te festare. of Increased by atractng raw customers and retaining Cras seling farther ead fvadsincesed reve A Designing Customer Rabies: The customers inion an be eliectvey uted in designing oihich includes personal dea, buying purchase behavior ecCustomer Relattonship Htanagement (Ril Baste Concepts lav mod a Costome ough which CRM lp to lows: ae ity anding them well i the pre- Understood well ferentiated on cen Offered product and: Develop and Customize: CRM has tobe designed and customized according to the needs of customers and natut of organization. and Deliver: Finally, the skilled salespersons interact with potential and ‘exiting i «ustomers and deliver them what is being designed for them.(Modal Teed te arin a z Concepts of Customer Value Modell Se jea of Customer Value Framework Customer Expectations fatima Value tomer Experience and Experience Managomen, 1d Sources of Customer Value 11 Tolan Meaning of Cust ustomer experience bolsters your brand se, Managing customer exp: ce sit an expen “customer exprece st Stan Phelps iba to win new customers or expand existing cice of customer ia any en coe 8 process that requires both time and cereful planning fo ytd ri bey sealant eusoner acquisition isto focus on customer requirements and tar pts ofes der leo comer India user have diferent wars aba cong they behave tothe offerings designed by the organizations, CRM ks ene sean wi ues an nz focrente and deliver alison EE] CUSTOMER VALUE: MEANING AND DEFINITIONS i sequel the onpnizaion must sina the aie ae jum of benefits that an organization promises to customer if he/st : maybe delineate sum of vars al a when they purchase a product of avail a service israel received from a prod ue tis have those advantages. Organizations offering better value ti 9 and Experience ‘the custoiners will prefer services, price, demand, the organizations differentiate enelte “Product benefits + Services beneSts + Personal benefits {Image benefits + Poychological cost 5 Toh Value = Valu from Products + Value from Series «Valu from Processes + Value from Teepe + Valu from Physical Evidences + Value rom Communication + Vale fomn Chane Following de Customer Value’ in precise terms: Vali Ie ha patched ort of th sel ol enol Teed by a esi l esto he leg, aking lo consideration valle forgive olings a ot values, “Customer Bods! atibues,atibute perormances and conse {tslopa’s goals and purposes in use stations iner.com, “Customer vaua fe. 8 petesived preference for an evaluation ol those avences ang from use thal facilata achieving the (elined as a balance between tha benefis a customer done Customers efoto tices thoy lace musing or ating 3 folowing crucial points ean be bummed ups Hors con diferente themselves fom competion by Offering better custome © Focus canbe diver ‘Organizations must us to the acquisition and retention of the most valuable customers. indertand customer requirements and offer the product ‘accordingly t + 2% organization to offer desired value to customer. an ference between desired and real value. + Employees to customer value ved for contrither pl tons of consumer, associations, These reviews Impact on customer expect tors Views: Competitors’ view abou 4 product, 25 it provides a We product is a very informative source to ical idea about the working and EE] customer uirerime VALUE (CLV) Customers ae the greats asses for any business as they are theeason of ims existence, The current customers, who are loyal and will remain future customers as we ones, Otganizatons utilize the customers’ information to maximize thei lifetime value, CLV ce ¢ customer and gives idea about whom company is targeting. To be very ELV depicts how much each cusiomer is worth in monetary terms, CLV isthe marketing metic thai prdjects the value of a customer over the entice history ofthat the organization. It is the current value of simple terms, CLY is the present value of future profits. Value is the pred For an organization, have higher CLV, Retention Rate Cflomer Life Vale = Mang ae tut J SE" ‘each year 3.8.1 Objectives of CLV CustomerOO —EeeeeErwr ee xpectations and Experience ‘customer Value, made by Paceas compared to others. Spec stategies can be designed for customers with lee profitability, so that they get ‘owerted ita more loyal and more pe, indispensable component of Cyan’ tomer experienc cones a ht ef ater expen Fetes me i 1+ Offering effective customer interactions offerings. ‘+ Delivering them personalized services ERD) customer exPERIENCE MANAGEMENT. (Cem) + Upsellor Cros sell tothe same customer Managing the customers experiences is very vital for any ong + Motivating existing customer to buy more and buy ony the ae ora ature. CEM as 35 3 domain of CRM, which deals ‘+ Making the customer satisfied, so that he/she recommends the org tyancon optimally that he/she has with the eee his/her friends, family, neighbors and others, which wl farther noe Sy snorgiizaten record analyze and organize evey experience 1 Aspe EE] customer experience Customers purchase various products and services trom an oganiz ‘impression that he/she getsafter having exposure to +” Costomer experience Management inches thee crucial «77 "Tach eins These aze the points when rtzation trough ts product, series, people ‘ations ete. must be, ‘ensured that customer hi\ 1 ama CUSTOMER SATISFACTION ICES roo [iDeatefu ont rvs taacdornegGotors “There is only one boss, the customer Ande can tie everybody inthe company Wom the chaiman on own, simply by spanng his money someuhere ese ‘Sam Walton ER ntropuction “A positive product experince generates word of mouth more than twice a often as 2 negative organizations under smarkets. The existing as we the competition driven impact on the number of both EA cusTOMER SATISFACTION: MEANING AND DEFINITIONS ‘The organizations need to know the level of s n they are offering to their consumers. Measuring customer satisfaction provides an indication regarding how successful the organization is ing products and/or services according to the needs of customers. The following are some ions ofthe term ‘Customer Sat Is how happy the customerscustomer Satisfaction vow. J Needs ang lerms of qu; ; meets the émanage.com delines that Customer Satslaaion as a soonro ven a” ee isons kv xpectations of its users. It deals with goods and services that fulfill the customers’ expe ality and Service in relation to the price paid. fi sorted expen {o Paul Farris, the number of customers or the percentage of total customers, whose rep: she® wih the fim its products anditsseniees excoads epecied ststacion goals. In the words of ili fi iment A Philip Kotter, Customer Satisfaction is a person's feeling of pleasure or disapp n Which resulted from i ns. comparing a product's perceived performance or outcome against his/her expectation Selling the sproduct/service to thé consumer Fixing the product, making changes and improvements Assessing the progress of product Asking the customer about his/her experience Process of Knowing the Level of Customer SatisfactionEG CUSTOMER SATISFACTION MEASUREMENT Measuring customer satisfaction is challenging due to following reasons: * Satisfaction is abstract. It is a feeling that customer gets after having an experience of interaction with the organization, that he/she may be unable to quantify. Majority of the customers prefer to stay quiet, when they are satisfied with the organizational deals. Some satisfied customers feel that there is no need to contact the service provider, but if there is any complaint that must be reported. ; Understanding customer needs ‘and demands in a better way a | Boosting the organizational image in the minds of existing and potential customers Reducing customer dissatisfaction cases and complaints Need of Measuring Customer Satisfaction Ing customer direct and Indirect dissatisfaction costs Constant Improvements In the organizational offeringq@ Q) (3) (4) (5) 14 WAYS TO IMPROVE CUSTOMER SATISFACTION a : Satisfaction is considered as an outcome of purchase and use, resulting iio comparison of expected rewards with the costs incurred on purch satisfaction can be improved by following ways: ene eee ere ee ee TN ee oe |g Si the buyers’ ase. The level of customer : eof sale and distribution. Custo in every stage of sale an : mer Focus: The customer must be at the focus y stag} Ps (Product, Price, Right from planning about the design of the product, deciding the 4 : . t be Place, Promotion), till the full commercialization of the product, customer needs mus kept in mind. : : ; : an nically and in a Handling Grievances: Customers’ grievances must be handled- economically speedy manner. Complaints must be sought out at priority an must be heard to improve their satisfaction level. i=, 2) = Regular Feedback: Customer feedback plays a crucial role in improving their satisfaction level. Feedback can be taken by interviewing the customers or by observing them buying at the company store. Keep Promises: The customers must be delivered what and when has been promised. The quality and quantity of products/services must be the same on which contract has been created. The delivery should be made in time and in manner specified by the customers. Understanding Specific Needs: Every customer is crucial, and can lead to new business by his positive word of mouth. Therefore, the needs of each one of them must be known and well met. Some customers may have specific needs, which the company musi understand “* and fulfill. d view point of customers -= ion customer Acquisitio 15.2 | CUSTOMER ACQUISITION: MEANING z 7 esent and A customer is like an ‘Opportunity of Business’ for the organization. Mansbe oad of CRM - potential customers is one of the most crucial factors to run a business successfully: "5. The te! a 's not only for the existing customers but is also beneficial in acquiring new custome: ew’ eliénts/ ‘Customer Acquisition’ refers to the process of finding, qualifying and seeuring nev ee customers. It is a process of locating the prospects, attracting them and converting them _ customers. Customer Acquisition involves various steps and measures taken by an organizationto acquire or jain customers. It is the process of acquiring new customers/clients for an organization or converting >rospects into actual customers. Organizations mpst adopt a systematic and sustainable Customer Acquisition strategy to tap suitable leads. They need to know and understand Customers’ needs and 'xpectations and offer products/services accordingly. Defining and offering maximum customer val e assists in acquiring potential customers and retaining existing ones. ~The advertising objectives that an organisation wants to pursue ¢ What is the organisational budget for advertising {_ * Selection of the adver ig media to be used Measurement How to measure the success of advertising strategy * Deciding message that organisation wants to disseminate to target market through advei igCollege Lino, namkonda- 506 001. 6 CUSTOMER RETENTION ey soquistion is a crucial source of growth and revenue for the organiza 1 existing customer base“customer Retention xpectati need to be cd as far as possible by focusing on customer needs and e ial 7 ‘o Investp, it costs five to ten times more to acquire a new customer than to ret = Customer acqui ing one. .d during, Customer Retention Rate = {(Customer at the end of period period)/Customers at start of period) * 100 GE] CHARACTERISTICS OF CUSTOMER RETENTION inetd Customer retention is a crucial strategy, which organizations follow to maintain the! base. Following are some of the important characteristics of customer retention: ime Commitment: Retention is a challenging task that contin lifetime of a relationship between organization and customers. Companies strategy lightly at any stage, as colnpejitors will gulp these customers in no time. = ing Rapport: Organizations need to give full confidence to the customers it | nies can’t take this | their needs and emotions will be taken care of. Retention begins with establishing a rapport the customers. 3 (3) Pre-Requisites: Customer retention largely depends upon ihe qua ty of products offered to the existing customers along the after sale support services. Brand image of the 4 organization and its products, listening to customers’ complaints, incorporating their feedback are some other pre-requisites for long lasting relations and customer retention. (4 Regular Feedback: Customer retention rates can be enhanced tremendously by taking 4 regular feedback of (5) Target Customers: Retention is a challenging task. The organization can’t retain all of its | customers. Therefore, it must identify the customers to be retained. Customers with higher customer value and commitment levels may be focused. : (6) Data Base: Organizations have to keep up-to-date customers information in their data base to apply various retention strategies. They can collect data about their customers from various sources such as primary and secondary. The customers whom organization wants to retain for long may be offered exclusive benefits e.g. Club membership can be given to _| selected customers to provide them value added benefits where customers can a extended benefits. Organizations can make use of customer information from registrations 3}Customer Retention Focus the customer at Ce every stage Understand specific customer needs, Listen to grievances ieee uy Ce) LL} “.- Customer Retention Take regular feedback ‘Supply what has been promised INE SERVICES College Line, TIRUMALA ONL konda- 506 00° Near Vaagdevi Kishanpura, HanamDifference between Customer Retention and Customer Acquisition Customer Retention I 5 isition No. Basis Customer Retention Customer Acquis! atic as eof ods is to Aim Aim of Customer retention | Aim of Customer acquisition ae by strategies is to nurture customer | attract and acquire customer re relationship with existing tapping new customers. customers. Strategies | Relationship is the most crucial key | Advertising, offers, incentives, publicity and for retention. marketing are effective ways to acquire } customers. i Sequence t is the secondary stage which It is the primary stage. Customers are first follows customer acquisition. acquired and then retention strategies are I planned. Focus Retention is based on the past and | Acquisition is focused on the demographic present transactional profiles of | and psychographic profiles of new customers. existing customers. 5CUSTOMER LOYALTY ‘= To Discuss tho Moaning and Do - "= To Diacvas tho Charactorisles and Importance ol Customer Loyalty To Explairtne Concopt of Customer Loyally Ladder To Doscribo Various Factors Afocting Customors Loyalty To Discuss the Concept of Optimizing Ci "Customar satisfaction is worthless, Customer loyally is pricaless INTRODUCTION future course of ional brand, recommend the same to ‘bord created with customers by providing makes them loyal towards the organization. The customers better customer value, Calculation of Customer value services, price, demand and availability of product or service. A CUSTOMER LOYALTY: MEANING AND DEFINITIONS depends upon costs associated, 4 numerous options are at ave valid reasons to switch brands. These loyal customers are the assets for any organization and hi ‘customer base offer numerous benefits having loyal customers off distinctive competitive advantage over others. The ‘organizations a loyal customerssss Loyalty “custome! st be at the Zustomer Loyalty cnt we brand or approa’ brangs 84 885u (1994) stated at “Loyaty i @ eatomers commitment fo the De ee tions of the te! P of organization Following are certain well accepted defi . jo the | _{evording 10 sendpul business with a company ‘ne overall value of goods and sei Jo repeat 1omer’ lkeliness 10 6 ty isa measur ofa customers less 10 ety a customer's nas oa op eutome® nsghgroup.com, “stan yay can be dened <2 9, CNS Siapuiness and commitment to a business. The measure of loyal is often based on avel of Satistaction, the frequency of purchase, In the words of Ft surred it ve Financial Ties’ Glossy, "Custner yet cn be sad thaw == shop or buy one particular produc, rather than use other dictionary states Company's products or services a A to “Customer oat indicates to extent to which customers are devoted 1nd how strong is their tendency to select one brand over the comps A characteristics oF cusToMER LOYALTY Customer loyalty is basically a ‘company’s ability to retain satisfied customers. pact Saeko YI one of the most dificult tasks for any business enterprise, since custo a Sfection is subjective. The needs and requirements of customers keep on changing, therefore, anizations are ex pected to féllow‘a pro-active approach to make the customers loyal. Customer ity exhibit the following characteristics: @) Loyalty and Price: Loyalty has n much affected by fluctuations in price. Apple is a brand products are quite expensive. It is-common for the customers Bet the chance to’spend huindieds of pounds on a new iPhone. Satisfaction Designs: Loyalty: Customer satis happy customers’ consistently favour the brand that: Satisfaction occurs when a product or service meets the. 1g to do with price of product. Loyal customers are not igh customer loyalty and its to queue up all night just to a 6) ® customer base to enhance the experience every ti the company also offers “My Starbucks Rewards’ customer loyalty program for he loyal customers. za SA Hard Core Loyals Split Loyals (Customers who buy the (Customers who are loyal to same brand all the time) two to three brands) i Switchers (Customers with no loyalty siomers who keep on and consistently look for other ing from one brand to brands to bargain or try \ another) something diferent) ornare seen ternietinnntnenatnnieeen ener enemys he erent pennant iting Loyals | | | ' | \ |og. HH nt cst atin | © Ma th lig ead mh i be pit a 505001 Une, Nes Vaagie Colege ‘TIRUMALA ONLINE SERVICES xihangura, anamkonde: [cia Raa ev ene sons ener i aw Sg [ptasenaransr ome EM strategy setting ince se pade to follow Gough. Moreover setting CRM ere en esp is adertsenem mc epee Ae bomaon Sraka CRM MARKETING INITIATIVES ‘To Discuss the Concept of Cross Selling and Up Seng ‘To Describe the Concept of One to One Relationship Marketing ‘To Explain the Meaning, Objectives, and Process of Campaign Management [yeu are ot tatng care of your customer. your compat EET IntRopuction Marketing isthe larger process of successfully selling products or services tothe consumers from thestat to finish. I may begin as arly asthe research and development stage and involves market research, product development, pricing, distibution apd promotional activites. In the words of Marketing Gyr Peter Drucker, “The ai of marking ls tSknow and understand the casoner so well thatthe product or service fits him and sell challenging therefore, numerous marketing i ta improve their sls Instead of adopting complicated strategie, organization nay adeot veroes ‘CRM marketing initiatives such as Cross Seling, Upseling, behavior prediction (othine cee oa relationship marketing, one to one seling and channel optimization, value frit customers GE crm MARKETING Organizations make use of various marketing ‘marketing encompasses all strategies that suppor Bebo | trategies to enhance customers’ experience. CRM eters in building and maintain’eee "ships The aim oF CRM marketin 8 init *oimprove and optimize cu To enhance customer loyalty ives include the following: : stomer relationships Toimprove customer retention Toethance organiatonl revenue and Toincrease customer ifeime aive Tohandle the competitors Toff customers’ neds and exper Toole beter customer service nd experece Tobavelong term relationships to Gre Relat eneing ster Reenon Customer tay an Vaue Moding Parsaraeaion Bren Buses vaneiry Colakastie Fiaing E1 cross SELLING (cs): MEANING Cross selling is a prac ‘plementary products. Gabe tary tothe products, they have already purchased where companies invite their customers to buy related or strategy adopted by the selling organizations to sell the customers le set and the sales person encourages the customer to i the instance of Cross Selng. Another example can | saat ma, 8 cn rer to buy 2 addtional tems that complement hee I custom these ripe hy ve segs eae to purchase Pr et fi ves general” fein ext chonse ‘ath ger sé Selling joa. Characteristics ot jor cree xpi Ts ype egg ra strategy #0 In sclng "8 Cross e dancers ot aggesingctomer nether POUL Lo Sete. cselngis natal 56 1 rae salen in Pog : peas gall tie Hers that complement the 2..To cross suggested identify the products that can remained unsatisfied , organiza spemenany ned of stone “ Cheng nny bs exerci on vstig oe astm Customers are directed towards the products they may purchase in the futur y is, mers are di * female esa oft eight tne 5. Customers are motivated to spend on the products that they may require | Sales persons are given the responsibility to ensure that customers buy the rls 6. Sales persons ar complementary products 7 When proce os sles pen atten pect (erry hal When Cross Selng Works ‘Successully When Coss Seling Fatsee hetero rgeanbe see onthe product pages anaron bas atributed 35% of its sales to Chose ee nt page. The Company attracts the customers with of Frequently Bought Together IPSELLING (US): MEANING practice of encouraging the cust Teoigue anak tomes to purchase ac ot ich seller induces the buyer to ater on take the profile wansitn nthe mets’ value by encouraging them to addon ter Numerous options to eve ustome y 5 who bought this Otero hve atonal A ‘Sitio on proce F clue Pre Eee 8 of Upselling By used by companies to sell the upper versions/models of lowing characters products R4¢ arketng Intates 4. Ongaizaons make the comers visualize the value they will et by ordering + HEP pied option. 5. Customers are informed about more produc of 6. The organizations keep into consideration die e tats the one customer has made up his/her mind to purchase. if he Pals eye argen the customer may postpone his/ber purchase decision dvs 12 cient funds and ogpizaion may also tose the customer, pions they might not be already knowin: 3 pice the upgrade must have & inc rofl to be sald hare sniacleaies waren J | neering aadbans suet |_| Th pgeed ret nay be at orclose sess tlt eg one + eis nade oe cet eee E 7 Whe hee malar pce dtereney Bawean to gil pac ond proposed igh ond rot «Wn ears oral procul and roped posesortmatch . Ncateand poses drt atow showing oer bac ‘uted products «iherfona the pte may eat Ccompasies tke Norton show diferent virus protection plans ona single page 10 ake it ‘over for the customers to compare the product features according to changed payment plans. [OG ONE To ONE RELATIONSHIP MARKETING 10 known as Interactive marketing’ Personalized “one to one’ marketing as a CRM approsch was i book ‘One to One Future’ in 1994, Tit dea sonalization with every customer enhances loyalty and give a fel of conection tothe custom turns fo the organization mn tothe consumes. Basically ‘One to One’ marketing is a CRM strategy that ‘onal interaction with every customer. Tt focuses on personalized contact with the customers to have an emotional comect. 4 4 _ es A = leaner =,GALES FORCE AUTOMAT FOMATION (SFA): MEANING Ap APPLICATIONS Ss STA Huds Anan sed ako be felted by sting Hea and lca wu yds provide vas devi Qt can be wel by te opera ouster aerate sores | 7 taste Sine fre aston sone ie vs i fc Oana a te om an erodes os Bee i uasor componentsicareconies OF SFA Falowingam theming sks Fore Aura: 1. Se Peal amet Spee management inte alg: cuntcTeRsmic oF SALES FORGE AU = a en es i ITOMATION (SFA) ‘ ‘SsFoceActomation depicts the following characteristis: » 1% Sales Teritory Ma Sales tereitries be on dierent 0 Tot ly eta an eporing errs proces we en ton of cop a id ‘es pectoral for poring ss eed aie Tarts agement Sls peas flv 2 welline aproch 1 tn keds to oust Moe te iefrstion wth ergarzntn beter wil be Be ane isinrmation pial they have easy acestEEE APPLICATIONS OF SALES FORCE AUTOMATION Sales Force Automation (SFA) denotes the automation of sales management in an organization. 2rovides automated workflows that create a streamlined sales process to manage business leads, ales forecasts and the performance assessment of sales force. SFA isa part of CRM that records all tages of sales process by using technology. Crucial applications of SPA are as Team cantons ) gg Knowledge Management Opportunity aragement, CALL CENTER PRACTICE nae IN CRM CHAPTER es . To Dosecive the Concept and Need of Call Contors To Discuss the idea of Call Routing and Its Various Methods To Discuss Meaning and Need of Call Scripts "All most all quality in [ou aceaats 'y improvement comes via simplification of dasign, manufacturing... layout, processes ‘Tom Peters EET ntropuction shan Stome® satisfaction and loyalty are the Key objectives for organizations. It is well proven fat at Long term customer costs less to service and are more likely to spend on organizational offerings Customers are well informed and the modern organizations understand that customer support is critical to survive in the competition driven markets. The quality of service that companies offer directly has an impact on the number of both e: as new customers. CRM call centers are creative idea used by modern organis company around its customers. It is used to enhance customer experience ‘ency. Call center applications become more powerful when integrated with cal center technology. [EEA CALL CENTERS (CUSTOMER CARE) ters are also known as Customer care centers, Contact centers, Customer interaction he organizational department or centers that are directly Call Centers, or Knowledge centers. These involved in offering customer support through various chi he focus for these care centers, where customer service is offeres where service is provided to one contact at a time, Customers in aevevices e.g. complaints, change in service pattems, new plans ete. The service112.2} Tepresentative must have multiple skills to make the entire int Comumunication skills, ability to tackle queries and presence of mind etc. 7 Mm Galt Center Practice i" CRY as teraction successful such infrastructure ort In the modern world, Call Center also refers to classic telephone SUPPOM sae is maintained by the organizations. Separate call centers are maintaine’ d and specie assigned the task of offering better customer service. Geographically Easy access ‘accassito for tacustomers Specialised Economical to services which are Teach focused on every customers individual customer JB Sorvice support to wider customer base” eens 12.2.1 Components of Call Centers Call centers work withthe following components: @ i) Gi) iw) w) wi) (vii) Location: Location denotes a place where call center will be located. It must be geographicelly accessible to the customers Customer: These are the end users for whose seivice the call centers have been created. Technology: Call centers are technology driven. People: The staff, who will provide service to the customers is one of the crucial components of call centers. The success of any call center largely depends upon the quality of people involved in service offerings. Process: The sequence of activities to be followed by staff as well as the route customers are expected to follow must be clearly defined. Finance and Infrastructure: Finance is req cd for smooth flow of processes, while infrastructure assists in better service delivery. Management: Business management of call centers is also very important(Call Center Practice tn CRA call to suitable agent who 28 joes make lin the sevice centers, these are (7 Data Diced Roig Castner data is wed to route the representatives (CSRS), hsp cater tote customer reds, igi ll management predate, wh by te tlephone syste. nase on various criteria such as: cae) the cl arson specie Speed opeatin all enters cin the lad of customer cals 70°9 veiuscaniss « Wcneaton cals and diverting he #370 jon of orgaization’s regional offices e cteaion fears and diver Dominos routes he cstaner cll Line, ‘Automation is incensing in every sector and same isthe case with are tying hard to improve te service quality by improving the in Sait isthe set of prodeigned questions and answers avai Representatives (CSR) to interact with oe customers. tis a pres conumorly ued by telemarketers and sales representative while talking (0 These ae alo kno ; ‘As the customer data tases ae being transformed into richer databases conti (f their customers more Hanamkonda- 506 001 ald calling scrips I | [joan scnprnic | castomer iformation, the compar preccely,Based onthe simi Companies can estimate the reured customer service and the questions they are go scripts to answer customer 4h to enhance customer Representatives (CSRS) are serips have TIRUMALA ONLINE SERVICES Near Vaagdevi College kishanpura, 1 Types ot Cali Réuting is metho is used to optimally wiz every get Calls are diverted to the agents who have daplaed the ing the callers. Based Routing: Call are diverted tothe agents who possess speed sks equied simu alent forwarded o centers onthe basso custoner and GPS location to seyegte the about the preiced/expected faction, The reserve agen are ‘sppropiate respons must be supplied to customers through prepared tra logge inthe systems and allow the have eecord of running center chat. CSRs can cetieethe pst chats in eal ime whenever customers ar online. thestaed time exes. (4 Value Based Routing: This routing focuses on customer value or revenue. Whe the bask eam recognizes that customer may discontinue the serve the cll i outed fo empsny ‘teaton team to ensure the customer does leave the compar. sng 0 ce soprunystets and Service Sector HEra CRM in Customer Mark onsumers for non-durable KEY] Consumer MARKETS _ Consumer markets are the markets for consumer goods whic direct consumption. These markets specialize in selling mass cons goods and services. It includes food retail markets such as fish marke market, shoe markets, supermarkets, discount stores, temporary markets etc. Consumer goods markets can be: Jn are bought by ¢ mer durable and et, grocery market, farmers’ such as mandis and fairs «Durable goods market * Non-durable goods market ¢ Perishable goods market Ue kas (era Cred Producis are used for final ~ constimption : Variety of products43.2.1 CRM Strat Sellers mal goodsorganizations: 1 3. - addresses. When customers repeatedly view these product advertisements, tegies in Consumer Market ke use of either of the strategies (0 practice CRM success, Permission Marketing: In this method, the organizations capture the soca a customer email addresses, sign up in various accounts such as Ging, lig Facebook, Twitter, Linkedin etc. From these social media pages, o information about interests, background, family and friends of ex. customers etc, The organizational products are offered to individual cu; their interests. Cookie Creators: Cookies follow the customers to all the websites and y, they visit. They serve organization’s ads to the potential consumers Banizations ni Sing aa pn tomers aeOtdag ees OM vatious ya leaves inp on their minds to buy the same. Recommendation Engines! These engines offer suggestions to the web site on the products on which customers have shown interest any time inthe past eg re bought from Amazon, Pizza ordered from Dominos ete. Therefore, if cuore he expressed interest in a product at a time, recommendation of similar produc will ons under the head ‘recently viewed items’ or ‘related products’ or ‘customers wha bough te also viewed this’. Visitors based Membership Strategies: Customers are provided membership cards, which hls thea Betting discounts on repetitive purchase of products. The application for these cards mye Biven via websites, call centers or stores etc. Customer information (names, bckyoud, Work, other details can be collected while registering for membership. Loyalty Programs: Under this strategy, customers are informed to purchase alyaty cad OF program specially designed for premium customers e.g. Amazon Prime, Zomato Gl Membership, TrueCaller Gold Premium ete. With this, they can have access to eure Organizational facilities/services or need to pay lower prices. Special Offers: Customers are requested to give a mobile number to intimate them abot! Special offers declared from time to time. Generally, organizations take feedback eu their products and simultaneously gather customer information, which is then sre ® ar a bases, Sel-generated messages are sent to the customers’ contact numbers © to time about special offers announced by the organizations.EE ISSUES/PROBLEMS/CHALLENGES IN CRM IMPLEMENTATION - CRM has become a crucial component for any business organization. However, there ar ; : : issues and problems that may disrupt the successful implementation of a CRM, some of w Varioys hich hay, been discussed here: ave (1) Resistance from Employees: It has been seen in the organizations that employees ¢, ‘on't welcome any changes proposed by experts. They are reluctant to adopt any transformations in working. Employees may have a misconception that CRM is of no use and w no! . % = . ot benefit the organization in any way. It leads to negative thinking and they don’t suppor the CRM team. : (2) Data Authenticity: Successful implementation of CRM requires adequate and authen data to take sound decisions. Inaccurate data can be another problem in the success/ implementation of CRM. (3) Lack of Clear CRM Definition: Sometimes, organizational heads feel that they are‘CRM Implementation ‘ # organization, while which may not be true, Lack of Clear CRM is another major issue in the successful implementation Besides this, organizational people may be focused for their normal jobs and may e due to of clearly defined roles and responsibilities in the L_ tense CRM initiative isa challenge that needs to Salahoders Management ‘be handled care! Defnton of Success Grria ‘Change Management (4) Lack of Clear Vision and Goals: CRM abjectives and vision sets direction for the CRM team. When the CRM Clarity nso and Strategy different. organizational. depa leads to conflicts and confusions in the +, Team Management implementation stage. Unambiguous " objectives may become a big challenge in Defring Res and Responses the process of effective CRM implementation. Setting measurable CRM obj difficult, which is must to evaluate ROI and other ber (5) Lack of Guidance and Direction: The leaders of organization mayn't carry clear needed to steer the CRM project. Insufficient business knot ther pose challenges. (6) Lack of Integration: Integrating the working of different departments may be another problem. Departments may be hesitant in sharing information and sometimes they don’t hhave the capabilities to integrate, Sales persons mays forrati customers. ‘want to share their customers’ ‘Marketing people may want to widen their reach and may resist CRM for few () Measuring CRM Outcomes: Measuring CRM outcomes may be c specific numeric meters to track CRM. Therefor (9) Change Management: implementing a CRM in organization, be introduced in processes, procedures and way of working. In most observed that the CRM plan only focuses on the technical aspects of managing the change in organization is ignored, which poses a big challenge to survival and growth, Issue Management: Less or no focus on risks implement take is not© ERE {Information Technology and CRM Bing customer relationships. by using and t globalization and dereguia coined by Oscar Gomes, which encompasses all CRM functions performed environment. One de slots tat, CRM isan integrated onlin ct and retain customers for an organization. we! and enhanced communication between the organization and its customers by and enhancing custome interaction through innovative technology 8 working spond fo eur ewe’ reeds and to markt other ona one I's about the customer, nol any individual ioe of tacnology. I we evalate snd understand behave and Row we need to respond to am, ten we can begin to undortand the According to Gartner Glossary, “Electronic ‘customer relationshi imanagoment (@CRM) involves |". | ono wb Cas ae ova eis OR snlgy mht Sola es ceeese] | sls, customer once ands (059) a martin ates. EEE] cHARACTERISTICs OF E-CRM E-CRM is a term used to introduce the idea of internet and wireless technologies to all of the methods. I assists an organization to respond to the customers’ needs’ more, : E-CRM isan electronic way of interacting with the organizational) customers. The customer interactions include ofering quality services to customers and getting online feedback, The customer database ean aso be accessed on web. t means | internet access is available for internal users and extranet access for business partners, customers etc. and internet access for publiat large, (2) Customer Focused: Modem customers ae pice sensive, well informed and demanding. E-CRMis a customer focused management of ebusness relationship with each customer 9 create eustomer value and enhanced revenues for an organization E-CRM serves the customer on oneo-one bass It assists an ize its customer interactions through various tools suchas ema, fined CRM: E-CRM expands traditional CRM functions by integrating new electronic channels such as web, voice technologies, wireless knowhow and combines it with e- business applications.E-CRM = Traditional CRM + internet Invention of New Technologies Offering ' Competitive Advantage Changed Customers’ Needs and A, Expectations € Making More Revenue Qe Enhanced * Business ReachDifference between CRM and e- CRM CRM E-CRM: Customers are contacted through workshops, business meets, retail stores, telephone, fax and other traditional methods. Customers are contacted through internet, social media, e-mails, bot chats, Personal digital assistants (PDAs) and other modern methods. Systems ERP and back end systems are required | Front office system backed by ERP and data for CRM warehouse are required for e-CRM Location . Systems exists at various locations Single server/location = Customer Requirements Customers need to download many apps Customers can directly access through browser Focus Nature of products Customers’ needs