UNIT-1

1.Evolution of CRM
Customer Relationship Management (CRM) has significantly evolved over the years,
adapting to changing business landscapes and technological advancements. Here's a
brief overview of the key stages in the evolution of CRM:
1. Early Database Marketing: In the 1980s, businesses started to collect customer data
in databases for marketing purposes. These databases were often used for direct
marketing, and while they laid the groundwork for CRM, they were not as sophisticated
as modern systems.
2. Sales Force Automation (SFA): In the 1990s, CRM systems began to focus more on
managing the sales process. Sales Force Automation tools were introduced to
streamline sales activities, automate tasks, and track customer interactions. These
systems helped sales teams manage leads, contacts, and opportunities more efficiently.
3. Analytical CRM: As data analysis capabilities improved, CRM systems began to
incorporate analytical tools. Analytical CRM allowed businesses to gain insights into
customer behavior and preferences, enabling them to make data-driven decisions for
marketing and sales strategies.
4. Operational CRM: Operational CRM focused on automating and optimizing customer-
facing processes, such as marketing, sales, and customer service. It integrated various
customer touchpoints to provide a seamless and consistent experience across different
channels.
5. Social CRM: With the rise of social media in the late 2000s, CRM systems integrated
social media data to understand and engage with customers on popular social
platforms. Social CRM helped businesses monitor social conversations, build
communities, and provide personalized customer experiences based on social
interactions.
6. Mobile CRM: The advent of smartphones and mobile technology led to the
development of mobile CRM solutions, enabling sales and service teams to access
CRM data on the go. Mobile CRM facilitated real-time customer interactions, improving
responsiveness and overall customer experience.

2. CRM and e-CRM

Now a days internet has changed everything and also the business standards,
procedures, management are not out of it. Internet has brought a lot technological
change to the business world. In the beginning when CRM was the only way of
establishing customer relationship and to take business ahead now it has been slowly
replaced by eCRM and it has a great impact on the growth of business. So now lets
understand the difference between them deeply.

1
 1. Customer Relationship Management (CRM) :
CRM refers to Customer Relationship Management. It includes the processes and
systems which enable a business to form, manage and track relationships and
communications with its customers for the growth of the business but CRM is based on
traditional system like web based and retail store, telephone or fax customer contact. In
Customer Relationship Management nature of relationship is simple and static.

2. Electronic Customer Relationship Management (ECRM) :

eCRM refers to Electronic Customer Relationship Management. It is a step ahead of
CRM and it is the adaption of CRM in a E-Commerce environment and through internet.
Here every communication occurs through internet like from obtaining customer support
to online purchase, customer relationship management to customer
feedback/suggestion collection everything. In Electronic Customer Relationship
Management the nature of relationship is complex and dynamic.

Difference between CRM and ECRM :

S.No. CRM E-CRM

CRM stands for Customer E-CRM stands for Electronic Customer

01.
Relationship Management. Relationship Management.

CRM applies traditional tools and E-CRM applies electronic/digital tools and
02.
standards to perform its operation. standards to perform its operation.

Along with telephone, in E-CRM customer

In CRM customer contact is
contact is initiated through the internet,
03. initiated through retail store,
email, wireless, mobile and PDA
telephone or fax.
technologies.

in CRM Customer service is time Customer service can be provided at any

04.
and space constraint. time from any location.

In Customer Relationship
In Electronic Customer Relationship
05. Management wide area coverage is
Management wide area coverage possible.
not possible.

2
 In CRM quick response is possible
06.
through telephonic call.
In CRM system is designed around
07.
products and job function.
Customer Relationship
08.
Management is more effective.
It may or may not provide so
09.
attractive options.
In CRM web based applications
needs PC clients and also which
10.
needs to be downloaded separately
in various platforms.
In CRM the nature of relationship is
11.
simple and static.
CRM implementation is longer and
management is costly as the
12.
system is situated at various
locations and on several servers.
Customization of information is
13. possible but requires little changes
in system.
14. Innovation is optional in CRM.
15. In CRM the data is secured as
there is no involvement of internet
3
In E-CRM quick response may or may not
happen poor response
In E-CRM system is designed around
customer needs.
In eCRM optional response limits its
effectiveness.
It provides attractive options as it uses
audio visual features, animations etc.
In Electronic Customer Relationship
Management no such requirement, internet
is the backbone and the browser is the
customers portal to e-CRM.
In eCRM the nature of relationship is
complex and dynamic.
In E-CRM reduced time and cost. System
implementation and expansion can be
managed on one location and on one
server.
Customization of information for each
person is very easy.
Innovation is necessary in E-CRM.
In eCRM the data is not so secured as
there is involvement of internet but security
 and no additional cost is incurred can be provided with firewalls etc and
for data security. additional cost is incurred for data security.

3.Strategic importance of CRM

A CRM strategy defines goals and practices that a company will use to manage and
improve its interactions with customers via a CRM system. In other words, it’s a plan to
build stronger relationships with existing customers and generate more leads among
prospective customers. Effective CRM strategies enable sales, marketing and customer
service teams to tailor their interactions with prospects and customers using data-driven
insights on customer behaviors, needs and preferences. These tailored interactions,
delivered consistently, create truly customer-centric journeys that catalyze customer
loyalty and, ultimately, business growth.

CRM strategies spring from the overarching goals that a company has for its customer
relationships. Examples of CRM strategy goals include increasing customer satisfaction,
improving customer experience and streamlining the sales process. These goals
establish the priorities for a CRM implementation, setting the stage to design CRM
practices, which are the specific actions and business processes used by the CRM
system. Together, the goals and practices comprise the CRM strategy. Businesses can
deploy multiple CRM strategies, and strategy prioritization will help sequence the CRM
implementation so that it builds success over time.

Goals of crm:-

1. Lasting customer relationships:

The aim of a customer relationship is to establish a long-term bond between the
customer and the company. This primarily serves to increase profits, secure market
share and thus grow the company, e.g. by customers recommending the company
to colleagues, friends and acquaintances through their satisfaction and by them
making repeat or follow-up purchases.
2. Individual customer relationship:
Differentiation of customer relationships with regard to products or services
recommended in individual consulting promotes customer loyalty to the company.
3. Customer focus:
A targeted orientation of all corporate activities to the needs and wishes of potential
and existing customers in the sense of comprehensive processing is elementary.
4. Orientation to economic efficiency:
The focus should always be on those customers who are particularly profitable for
the company. However, this does not mean that less profitable customers should be
treated less favorably.

4
5. Systematization:
Systematic customer processing, which is geared to the needs of the customer and
extends throughout the customer relationship cycle, is of great importance.

4.Types of CRM

The 3 types of CRM are analytical, operational and collaborative:

• Analytical uses data as the foundation of the platform.

• Operational is based around automating workload.
• Collaborative breaks down silos.

Let’s take a closer look at each type of CRM.

1. Analytical CRM
An analytical CRM will help you gather data, insights and information for you to take
action and fuel business growth.

Typically, an analytical CRM will include features such as:

• OLAP (Online analytical processing): Organize large sets of data, simultaneously.

It can also help you “predict the future” with your CRM, highlighting
potential trends and opportunities.
• Data warehouse: A hub that collects and archives data from multiple systems. Best
used for organizing data that can be used in company-wide reports.
• Data mining: Analyze data to solve business problems by identifying patterns and
relationships.
•

5
Is an analytical CRM right for you?
An analytical CRM is best suited for businesses that are focused on data-driven
decision making. The common users of an analytical CRM are data
analysts, accountants and business intelligence managers, when the CRM
database consists of thousands (or millions) of contacts.
Examples of an operational CRM include Zoho, Insightly and Bitrix24.

👉 How does an analytical CRM benefit sales, marketing and customer service teams?

• Sales: Use the analytical CRM to compare the number of B2B sales closed over a
certain period of time and understand what type of customer your business closes
the most deals with.
• Marketing: Use the analytical CRM to measure the effectiveness of your B2B
marketing campaigns.
• Customer service: Use the analytical CRM to gain insights into how frequent
your customer communication is at certain points in time, which can give you a better
understanding of when to allocate more resources.

2. Operational CRM
An operational CRM system will help you do more with less.
Operational CRM systems are designed to automate and streamline business
processes to acquire new customers and improve customer retention.

Is an operational CRM right for you?

An operational CRM is best used for businesses that are short on resources and are
looking for ways to minimize repetitive tasks through sales automation and marketing
automation. The most common users for operational CRMs are customer-facing team,
such as sales and marketing.
Examples of an operational CRM include HubSpot, Pipedrive and Salesforce.

👉 How does an operational CRM benefit sales, marketing and customer service
teams?

• Sales: Use the operational CRM to automate steps in your sales process, such
as meetings and follow-up emails.
• Marketing: Use the operational CRM to nurture leads that are in different stages of
the buyer and customer journey.
• Customer service: Use the operational CRM to send automated acknowledgement
emails to customers or to automatically escalate urgent cases.

6
3. Collaborative CRM
A collaborative CRM will improve internal communication.

Not only will it remove silos between sales, marketing and customer service teams, it
will also help you communicate externally, too, by creating a more seamless connection
with your distributors, partners and suppliers.

Is a collaborative CRM right for you?

A collaborative CRM is best used for companies that are customer-centric and want to
improve the customer experience. As a company-wide platform, a collaborative CRM is
used by everyone in the company, not just customer-facing teams.
Examples of a collaborative CRM include Sage CRM, Dynamics 365 and Copper.

👉 How does a collaborative CRM benefit sales, marketing and customer service
teams?

• Sales: Use the collaborative CRM to assign new prospects to a specific marketing
campaign based on input from sales meetings.
• Marketing: Use the collaborative CRM to assign hot leads to specific sales reps
based on email campaigns they have engaged with.
• Customer service: Use the collaborative CRM to tag sales managers if a customer
has contacted customer support to ask for more user licenses.

What type of CRM is SuperOffice CRM?

You might have noticed SuperOffice CRM is missing from the examples above.

The reason is simple – SuperOffice CRM is an analytical, operational and collaborative

CRM. That’s what makes it unique!

7
Unlike other platforms, SuperOffice CRM was built for customer-facing teams from the
beginning and is the only platform to use the same technology and UI
for sales, marketing and service features (which makes user-onboarding quick!).

Is SuperOffice CRM right for you?

SuperOffice CRM is designed for companies that see CRM as critical to the success of
their business. Most users that work with SuperOffice CRM are in sales, marketing
and customer service. However, all SuperOffice employees, including people from IT,
accounting, admin, and the C-suite – all use SuperOffice CRM on a daily basis!

👉 How does SuperOffice CRM benefit sales, marketing and customer service teams?

• Analytical CRM: Manage your sales pipeline better with our out-of-the-box reports.
Get insight into which deals are stalling and which prospects are closer to buying.
Sales managers can get an overview of all sales reps performance with our CRM
dashboards.
• Operational CRM: Automate the lead sign up process in marketing from web forms,
landing pages and email nurture sequences. No more manual and time-consuming
email campaigns. Automate your communication while keeping it personal.
• Collaborative CRM: Put the customer at the heart of your business and give
everyone the same access to view engagement and communication history – giving
everyone the context they need to deliver a better experience.

5.CRM Architecture
In addition to building sales and increasing profits through the gathering of data, CRM
systems are also valuable for maintaining and nurturing a loyal customer base. But how
is the architecture of such a system designed, and how does each part integrate with the
others?

CRM categorie

CRM system architecture can be broken down into 3 broad categories:

• Collaborative
• Operational
• Analytical

(I) Collaborative

All communications between a business and its customers are recorded, organised and
processed in the collaborative section of the software. This means communication by
telephone, in person, and by email.

8
Customer relationships can be nurtured using data already provided by them which
demonstrates their shopping patterns and behaviours, likes and dislikes, the times they
are most likely to buy, and how much they spend on average.

Businesses use this information to provide enhanced customer service, cross-sell

products based on previous buying history, and offer targeted deals to segments of their
customer base. Customers can be segmented by various criteria including geographical
location, age, gender, and profession, and can be targeted via personalised emails or
newsletters offering discounts and deals.

(II) Operational

This category within a CRM system deals with the automation of business processes
including customer service, data on competitors, industry trends, customer account
information and management.

Data is collected and stored within the database, ready for use in day-to-day operations
such as management of customer accounts, in addition to overall strategic planning.
Detailed information about special customer needs, destined for the sales force, is also
stored here. Use of this type of data further enables a business to personalise its
approach to customers.

(III) Analytical

Analytical CRM might result in cross-selling certain items to particular customers based
on their previous buying habits, or imparting information relevant only to certain segments
of a customer base.

This part of the CRM architecture is also invaluable for identifying changes in the industry
as a whole, so that businesses remain agile and respond quickly to changing market
demands. Data can be analysed in a number of ways, and graphs, reports and diagrams
produced to better illustrate the results.

This is the basic architecture of a customer relationship management system, but the rise
of social media and mobile working has brought other, more defined systems to the
market. Popular ‘add-ons’ to the basic structure of a CRM solution might include cloud
based systems that are accessible from any device.

The key word in CRM is integration – integration of data so that it can be put to use in a
way that benefits not only the business, but also customers, suppliers and the workforce.
Using mobile technology and social media was the obvious next step in this process, and
targets a whole new potential customer base.

9
6.Customer Lifetime Value

Customer lifetime value (CLV) is a measure of the total income a business can expect
to bring in from a typical customer for as long as that person or account remains a
client.

When measuring CLV, it’s best to look at the total average revenue generated by a
customer and the total average profit. Each provides important insights into how
customers interact with your business and if your overall marketing plan is working as
expected.

For a more in-depth look, you may want to break down your company’s CLV by quartile
or some other segmentation of customers. This can give greater insight into what’s
working well with high-value customers, so you can work to replicate that success
across your entire customer base.

Note: There are multiple definitions of CLV: Basic calculations that only look at revenue
and more complex equations that factor in gross margin and operational expenses like
COGS, shipping, and fulfillment. Marketing expenses can be included but are
sometimes left out if they are too variable. For the sake of simplicity, we’re using
revenue throughout this article.

Customer Lifetime Value (CLV) Explained

Customer lifetime value boils down to a single number, but there may be significant
nuances. By understanding the different parts of your CLV, you can test different
strategies to find out what works best with your customers. Thanks to its simplicity, CLV
can be an important financial metric for small businesses.

For example, let’s examine how a grocery chain may look at CLV. Based on data in the
company’s ERP system, it can see that the typical customer spends $50 per visit and
comes in an average of once every two weeks (26 times per year) over a seven-year
relationship. The grocer can find its CLV by multiplying those three numbers — 50 x 26
x 7 — for a value of $9,100. But why does that number matter? We’ll dig into the details
in the next section.

Why Is Customer Lifetime Value Important to Businesses? Why Does It Matter?

In the example above, we figured out the average lifetime value of a customer for a
grocery store. But why do businesses care about CLV? Here are a few key reasons to
track and use CLV:

10
▪ You Can’t Improve What You Don’t Measure:
Once you start measuring customer lifetime value and breaking down the various
components, you can employ specific strategies around pricing, sales, advertising and
customer retention with a goal of continuously reducing costs and increasing profit.

▪ Make Better Decisions on Customer Acquisition Costs:

When you know what you will earn from a typical customer, you can increase or
decrease spending to ensure you maximize profitability and continue to attract the right
types of customers.

▪ Improved Forecasting:
CLV forecasts help you make forward-looking decisions around inventory, staffing,
production capacity and other costs. Without a forecast, you could unknowingly
overspend and waste money or underspend and put yourself in a bind where you
struggle to keep up with demand.

Advantages of Customer Lifetime Value

▪ Improve Customer Retention:

One of the biggest factors in addressing CLV is improving customer retention and
avoiding customer attrition. Tracking these details with accurate segmentation can help
you identify your best customers and determine what’s working well.

▪ Drive Repeat Sales:

Some retailers, tech companies, restaurant chains and other businesses have loyal
customer bases that come back again and again. You can use CLV to track the average
number of visits per year or over the customer lifetime and use that data to strategize
ways to increase repeat business.

▪ Encourage Higher-Value Sales:

Netflix is an example of a business that improved CLV through higher pricing but
learned years ago that increasing costs too quickly(opens in new tab) may scare off
long-time customers. The right balance is key to success here.

▪ Increase Profitability:
Overall, a higher CLV should lead to bigger profits. By keeping customers longer and
building a business that encourages them to spend more, you should see the benefit
show up on your bottom line.

11
 Challenges of Customer Lifetime Value

▪ It Can Be Hard to Measure:

If you don’t have quality tracking systems in place, calculating CLV can be difficult.
An enterprise resource planning (ERP) or customer relationship management (CRM)
system can make this information easily available on an automated dashboard that
tracks KPIs.

▪ High-Level Results May Be Misleading:

Looking at a business’s total CLV can be a helpful data point, but it can also cover up
problems in certain customer segments. Breaking down the data by customer size,
location and other segments may provide more useful data.

How to Measure Customer Lifetime Value

Businesses with ERP systems don’t have to worry about the math behind CLV. The
system does all of the calculations for you. If you’re looking to measure customer
lifetime value manually, however, you can follow the steps and formula below.

4 Steps to Measure Customer Lifetime Value

12
This graphic shows how customer lifetime value can be calculated through average
order value, number of transaction, and customer retention rates.
1. Determine Your Average Order Value:
Start by finding the value of the average sale. If you have not been tracking this
data for long, consider looking at a one- or three-month period as a proxy for the
full year.

2. Calculate the Average Number of Transactions Per Period:

Do customers come in several times a week, which might be common with a
coffee shop, or only once every few years, which could be the case at a car
dealership? The frequency of visits is a major driver of CLV.

3. Measure Your Customer Retention:

Finally, you’ll need to figure out how long the average customer sticks with your
brand. Some brands, like technology and car brands, inspire lifelong loyalty.
Others, like gas stations or retail chains, may have much less loyal customers.

4. Calculate Customer Lifetime Value:

Now you have the inputs. It's time to multiply the three numbers together to
calculate CLV per the formula below.

Customer Lifetime Value Formula

Here is the formula for customer lifetime value:

CLV = Average Transaction Size x Number of Transactions x Retention Period

Each of these inputs acts as a lever you can pull to grow your CLV. However, every
move your business makes may have unintended consequences that impact CLV. For
example, a price increase may improve your average transaction size, but it could push
customers to shop less often or look for lower-cost alternatives.

Experienced marketers familiar with the four Ps of marketing — product, place, price
and promotion — have a strong understanding of how marketing efforts directly
influence customer lifetime value.

Customer Lifetime Value Examples

The best way to understand CLV is through examples. Here are examples from three
very different industries to better demonstrate how customer lifetime value may impact
your company:

13
Coffee shop

A coffee shop is a perfect starting example for CLV, as it is easy to understand even if
you don’t have an extensive business background. Let’s say a local coffee chain with
three locations has an average sale of $4. The typical customer is a local worker who
visits two times per week, 50 weeks per year, over an average of five years.

CLV = $4 (average sale) x 100 (annual visits) x 5 (years) = $2,000

Car dealership

A car dealership has a much higher average sale amount with a lower purchase
volume. In this example, we'll assume someone buys a new car every five years for
$30,000. Customers are loyal to this brand and tend to keep buying from it for 15 years.

CLV = $30,000 (average sale) x .2 (annual purchases) x 15 (years) = $90,000

Software as a Service (SaaS) subscription

For the last example, let’s assume an online video streaming service has multiple price
plans, but the average customer spends $17 per month. Customers typically subscribe
for three and a half years and use automatic monthly payments.

CLV = $17 (average sale) x 12 (annual purchases) x 3.5 (years) = $714

14
 • Ways to Improve CLV
There are many different strategies companies can adopt to boost their CLV. Here are
14 ideas to consider if you’re trying to earn more revenue from the typical customer:

1. Customer Loyalty or Rewards Programs

Customer loyalty programs keep customers engaged and reward frequent
purchases. Airline frequent flyer programs and restaurant punch cards are
popular examples. Incentivizing customers to return can increase purchase
frequency and the amount of time a customer buys from a brand.

2. Customer Experience
Your website, storefront, call center and other touchpoints are all part of
the customer experience. If customers enjoy a smooth, low-stress shopping
experience every time, they are more likely to return for repeat business.

3. Improve Customer Onboarding

Some customers buy a product or service from a business and don't know what
to do next. Successful businesses chart a path for their customer relationships
over time. Turning a one-time customer into a source of recurring revenue is
essential for growth in many industries.

4. Customer Engagement
Businesses that actively monitor all interactions between the company and their
customers can identify ways to improve the customer experience and customer
loyalty. This should span channels like advertising, customer support and sales.

5. Improved Customer Service

Bad customer service is a quick way to see your CLV quickly fall, as customers
leave for competitors. Focusing on making every customer service interaction a
positive one will further enhance customer loyalty. CRM systems and dedicated
customer service platforms bring these interactions to one central location for
streamlined management.

6. Customer Relationship Management

Businesses need to understand their relationships and communication history
with customers across sales, customer service and marketing. ERP and CRM
systems help track and enhance these relationships over time by creating a
seamless flow of information across the entire customer lifecycle — from lead all
the way through opportunity, sales order, fulfillment, renewal, upsell and support.

7. Customer Feedback Loop

If a customer does have a bad experience, it shouldn't go unresolved. In addition
to relying on customer service to fix the issue, businesses should continuously
solicit customer feedback to enhance the customer experience. Regular product
or service iterations and fixes can resolve problem areas, helping to improve
customer satisfaction.

15
 8. Invest in Technology & Software
Technology can automate processes and track and centralize much of your
business data. Some companies rely on basic tools like email, spreadsheets and
contact databases to manage all this information, but it’s much easier to use
proven, packaged software suites to handle these functions. Your customers will
notice the difference.

9. Upsell and Cross-Sell

It's often easier to reengage or upsell an existing customer than bring in a new
one. Upselling and cross-selling are strategies designed to encourage customers
to buy more expensive or multiple products or services at once instead of a
lower-cost option.

10. Increase Pricing

When done correctly, a price increase can directly increase CLV. Just take care
to avoid scaring off customers with dramatic price increases. Also, consider
competitor pricing when determining your own. By focusing on value and giving
customers something they can’t get elsewhere, you may be able to increase
pricing without losing customers.

11. Social Media

One of the best places to get your customers' attention is to reach them in places
where they already spend time. Social media platforms like Facebook,
Instagram, Twitter and TikTok are meaningful channels to both advertise and
interact with customers.

12. Simple Purchasing Experiences

Cart abandonment rate is a metric used by online businesses to track how many
customers start shopping but leave before completing the checkout process. This
can also extend to in-person buying experiences where excessive options and
packaging can turn customers off. Building a simple purchase experience will
help you capture every possible sale. Forward-looking businesses use strategies
like A/B testing to find out what works best.

13. Make Returns Easy

When a customer isn’t happy with their product or service, making returns and
exchanges difficult may cost you a customer for good. A painless returns process
makes it more likely a customer will come back and give your product or service
another try.

14. Targeted Content

Content marketing is a strategy used to educate or entertain your target
customers, usually designed to build up brand trust and loyalty. Blog posts, e-
books videos, podcasts and other media are popular forms of targeted content
that can speak to particular segments of your audience.

16
7. Economics of building customer relations

Building and maintaining strong customer relationships is vital for the long-term success
of any business. The economics of fostering customer relations are multifaceted and
can have a significant impact on the bottom line. Some key economic aspects of
building customer relationships include:

1. Customer Retention: It is more cost-effective to retain existing customers than to

acquire new ones. Studies have shown that increasing customer retention rates by a
small percentage can lead to a significant increase in profits. By providing excellent
customer service, personalized experiences, and consistently high-quality products or
services, businesses can enhance customer loyalty and reduce the need for expensive
marketing campaigns to acquire new customers.

2. Repeat Business: Establishing strong relationships with customers can lead to repeat
business and increased customer lifetime value. Satisfied and loyal customers are more
likely to make repeat purchases, spend more over time, and even recommend the
business to others. Encouraging repeat business reduces the costs associated with
attracting new customers and can lead to a more predictable revenue stream.

3. Word-of-Mouth Marketing: Positive customer relationships can generate valuable

word-of-mouth marketing. Satisfied customers often share their experiences with others,
leading to an increase in brand visibility and credibility. This can result in a lower
customer acquisition cost as potential customers are more likely to trust
recommendations from friends or family.

4. Brand Reputation: Building strong customer relationships can contribute to a positive

brand reputation, which is essential for attracting new customers and retaining existing
ones. A good reputation can give a business a competitive edge, allowing it to charge
premium prices for its products or services. On the other hand, a negative reputation
can lead to a loss of customers and revenue.

17
 UNIT-2
1.Concept of operational CRM
Operational Customer Relationship Management (CRM) is a business strategy and a
set of processes that focus on the day-to-day interactions and transactions between a
company and its customers. The primary goal of operational CRM is to streamline and
enhance these interactions to improve customer satisfaction and build long-term
relationships. It involves various customer-facing activities, such as sales, marketing,
and customer service, and it typically relies on technology and software tools to support
these functions.
Here are some key components and concepts associated with operational CRM:
1. Sales Automation: This aspect of operational CRM involves managing and
automating the sales process, from lead generation to closing deals. It includes tools for
contact management, opportunity tracking, sales forecasting, and performance analysis.
Sales automation helps sales teams be more efficient and effective in their efforts.
2. Marketing Automation: Operational CRM also includes marketing automation tools
that help companies create and manage marketing campaigns, track customer
responses, and personalize marketing efforts. This can include email marketing, social
media management, and lead nurturing.
3. Service and Support Automation: Customer service and support teams can use
CRM software to manage customer inquiries, complaints, and requests more efficiently.
This includes features like ticketing systems, knowledge bases, and self-service portals
to enhance customer support.
4. Contact Management: Operational CRM systems centralize customer information,
allowing businesses to maintain a comprehensive database of customer details. This
information can include contact information, purchase history, preferences, and
interaction history.
5. Customer Interaction Tracking: Operational CRM records and tracks every
interaction a customer has with the company, whether it's through email, phone, chat, or
in-person. This information helps in understanding customer needs and preferences,
which can be used to personalize interactions.
6. Workflow Automation: Many operational CRM systems include workflow
automation to streamline processes. For example, when a customer places an order,
the CRM system can automatically generate an order confirmation, schedule shipping,
and trigger notifications to relevant teams.
➢ Components of operational CRM
Operational Customer Relationship Management (CRM) comprises various components
and features designed to streamline and manage the day-to-day interactions between a

18
company and its customers. These components work together to enhance customer
service, sales, and marketing efforts. The key components of operational CRM include:
1. Contact Management: This component involves creating and maintaining a
centralized database of customer information. It includes details such as names,
addresses, phone numbers, email addresses, and other relevant contact information.
2. Sales Automation: Sales automation features help streamline the sales process. It
includes tools for managing leads, opportunities, and sales activities. Sales
representatives can use these tools to track prospects, manage follow-ups, and forecast
sales.
3. Marketing Automation: Marketing automation tools enable businesses to design
and execute marketing campaigns, manage customer segmentation, and automate
marketing processes. These tools help in lead generation, lead nurturing, and
measuring campaign effectiveness.
4. Customer Service and Support: This component includes tools for managing
customer inquiries, requests, and complaints. It often includes ticketing systems,
knowledge bases, and self-service portals to assist customers. Agents can track and
resolve customer issues efficiently.
5. Interaction Tracking: Operational CRM systems record and track every interaction a
customer has with the company. This can include emails, phone calls, chats, social
media interactions, and in-person meetings. This data is valuable for understanding
customer preferences and needs.
6. Workflow Automation: Workflow automation streamlines and automates various
business processes. For example, when a customer places an order, the CRM system
can trigger automated processes such as order confirmation, inventory updates, and
shipping notifications.

2.Sale force automation

Sales Force Automation (SFA) is a critical component of customer relationship
management (CRM) that focuses on automating and optimizing the sales process. It
involves the use of technology and software tools to streamline sales-related activities,
improve efficiency, and enhance the overall effectiveness of a sales team. The primary
goal of SFA is to support sales professionals in managing leads, opportunities, and
customer interactions more efficiently, ultimately leading to increased revenue and
improved customer relationships.
Key components and features of Sales Force Automation include:
1. Contact and Lead Management: SFA systems help sales teams maintain a
centralized database of leads and contacts. This includes information such as customer
names, contact details, preferences, and communication history.

19
2. Opportunity Management: SFA tools enable salespeople to track and manage
sales opportunities or deals throughout the entire sales cycle. They can monitor the
progress of each opportunity, assign tasks, and set reminders for follow-ups.
3. Calendar and Task Management: Sales professionals can use SFA software to
schedule appointments, set reminders, and manage their daily tasks, helping them stay
organized and prioritize activities.
4. Sales Forecasting: SFA systems often include sales forecasting features that allow
sales managers to predict future sales based on historical data, pipeline visibility, and
current opportunities. This helps in resource planning and goal setting.

3.lead management, contact management

Lead management is a series of steps to analyze data about leads to decide how likely
they are to make a purchase. Lead management also helps keep track of when leads
become customers.

Generally speaking, a lead is a person who you have some reason to believe might be
interested in buying from you or interacting with your brand — because they're in a
particular audience segment or they’ve shown some interest in your product or service.

Leads are important, but they’re at the very early stages of the sales funnel. You’ll need
to nurture these leads into prospects to pull them down the funnel toward (hopefully)
making a purchase.

In B2C marketing, you’re typically marketing to one person. That one person is
considered a lead until they either buy from you or don’t. In B2B marketing, however,
you’re usually dealing with more than one person because you’re selling to a business.
There’s often a buying committee of multiple people who make purchasing decisions.
Therefore in B2B you have multiple leads that you’re trying to convince to buy your
product.

Regardless of whether you’re a B2C or B2B company, you likely have lots of leads in
your sales pipeline. Lead management is a system for organizing those leads within
your company’s sales funnel so you can know how to better tailor your tactics to engage
and encourage sales.

For example, let’s say you’re a B2B SaaS company. Your marketing team gathered
more than 100 business cards at a conference, and it’s up to sales to sift through these
leads. How do they know which leads are ready for the next step of the sales process?

Lead management can help your team identify the conference leads that are more likely
to engage with you. For example, it can help your team focus on leads that fit your ideal
customer profile (ICP) or those that expressed interest in signing up for a contract. That

20
doesn’t mean you ignore the other leads in the pipeline, but you focus on the hottest
leads first.

Lead management is a process of identifying potential customers and nurturing

them through the conversion funnel to drive new business.
What is the lead management process?

The lead management process involves the use of lead nurturing to move leads through
stages of the funnel.

Modern lead management almost always requires marketing automation software

because it’s difficult to manage leads manually. Some companies try to do lead scoring
in a spreadsheet, but they have to pull in all the information about their customers
and analytics from multiple channels. At a certain point you can’t do that at scale. You
need the right lead management tools.

Although most of the lead management process happens within your software, it always
follows these five steps to capture, track, qualify, distribute, and nurture leads.

1. Lead capturing

The lead management process starts by evaluating contacts from the general populace
and adding their information to your database.

Sometimes, the first touch you get is someone coming to your website as an
anonymous visitor — but most people don't consider that a lead. It becomes a lead
when the person fills out a form and gives the company permission to send
them marketing emails, or they take some kind of action that indicates they’re interested
in continuing the conversation.

Businesses can generate leads through both outbound and inbound techniques. You
can reach potential buyers in a variety of ways, including:

• Email
• Social media
• Webinars
• Paid ads

2. Lead tracking

Next, you’ll need to gather more data on each lead. Tracking where a lead comes from
allows your sales team to understand the appropriate way to communicate based on the
customer’s preferences or past behavior.

It would take ages to compile this information manually. Fortunately, a lead

management solution can automatically gather the data on all of your leads.
21
For example, it can track the pages a lead visits on your website, the content they
consume, and the ads they see. Over time, the system will build out a robust lead profile
that includes each lead’s interests, location, career, time zone, social media profiles,
and more.

3. Lead qualification

During the lead qualification step, you’ll determine whether a lead is a good fit for your
business.

What kinds of behaviors are they exhibiting? Are they reading your content? Are they
responding to email or Short Message Service (SMS) messages? Are they coming back
to your website? If they're on your website, what are they looking at?

All of these actions contribute to a lead score, which determines whether that person
becomes a marketing-qualified lead (MQL) or is not quite ready to move through the
funnel.

At this stage, your lead management solution can help identify qualified leads to pursue
and unqualified leads to forego at this time.

4. Lead distribution

Once the leads have been captured and tracked, they’re distributed to the relevant
sales team. This allows you to have different teams focusing on different types of leads.
For example, one team can specialize in small to mid-sized companies, while another
works with large enterprises.

From here, sales reps will get to know the lead. They look at all the information, follow
up with the customer, ask questions, and try to figure out if a lead is interested in
becoming a customer.

If sales determines the lead is ready for action, the lead then becomes a sales-qualified
lead (SQL). At that point, sales will enter a dollar amount into the lead management
software — and the lead becomes an opportunity. And from there you can work to win
the sale.

5. Lead nurturing

It’s important to remember that not every lead will generate an immediate sale. Few
people are ready to buy the first time your sales team speaks to them. But instead of
letting that connection fizzle out, lead management ensures your sales team stays in
touch with leads over time.

22
In fact, lead management requires sales reps to nurture the relationship so you maintain
a connection until the lead is ready to convert. It’s the best way to bring leads back into
the fold and hopefully convert them into a customer.

Best practices for lead management

Your sales cycle and techniques are unique to your business. But even so, there are
some lead management best practices that can streamline the sales process.

Monitor and maintain lead generation efforts

Even if you have a good lead generation process, monitoring and maintenance are
required to ensure it is continuing to work.

The most important thing is measurement. You need to look at all the different
touchpoints and figure out what’s working and what’s not working. Today, there are
great capabilities around what is called multitouch attribution.

In a B2B customer journey, you might have 10 different people involved in making the
buying decision, and they're each engaging with different communication channels and
content. When you close the deal, you have to determine which touchpoints made the
most difference with which of those people. Once you know which touchpoints are
making a difference, that should influence your scoring model, which determines how
leads flow through your funnel.

Use clean data

It’s harder to organize and manage leads if you’re using bad data. It’s tempting to collect
any and all customer data you come across, but quantity doesn’t equal quality.

Instead of buying customer data from third-party lists, gather it yourself with lead
management software. First-party data is both cleaner and more compliant with data
privacy laws — so not only will you worry less about compliance issues, but you’ll also
build a more accurate view of your customers.

Align your sales process with your pipeline

Your lead management process needs to work with your sales pipeline. Some
businesses have very long funnels, while others have a shorter buying process.
Depending on what you’re selling and who you’re selling it to, the management of how
many leads are in each stage of the funnel at any given time is vital.
23
If you don’t have one already, work with your sales team to create a clear sales pipeline.
This standardizes your process and ensures that all sales reps — regardless of their
specialization or department — follow the same process at scale.

4.Field force automation

Field force automation (FFA) in a CRM, as provided by Meritto (formerly
NoPaperForms), refers to the utilization of technology to automate and streamline the
operations of a company’s field force. This encompasses a team of employees who
operate outside of a conventional office environment, such as salespeople, technicians,
service representatives, and other field-based personnel who engage with customers or
clients.

FFA in a CRM typically includes features such as:

• Mobile access: allowing field force team members to access and update
customer information, schedule appointments, and perform other tasks while on
the go.
• GPS tracking: allowing managers to track the location of field force team
members and monitor their activities in real time.
• Schedule management: allowing field force team members to schedule and
manage appointments, as well as to plan their routes and optimize their time.
• Customer information management: allowing field force team members to
access and update customer information, such as contact details, purchase
history, and service requests.
• Task management: allowing field force team members to create and manage
tasks, such as service requests, and track the progress of those tasks.

Its application in the education industry

For educational institutions, an FFA in a CRM can help in managing their field force,
such as the admissions team, by providing them with the tools and information they
need to perform their tasks more effectively, such as managing the leads and
appointments, tracking the location of the team members and monitoring their activities,
and managing lead information while on the go. But that’s not all. Here are a few more
ways how FFA can empower educational institutions:

• Improved lead management: By providing field force team members with

mobile access to customer information and lead management tools, FFA can
help educational institutions manage leads more effectively, which can increase
the chances of converting those leads into students.

Here’s how Meritto’s (formerly NoPaperForms) Mobile App enables educational

institutions to unlock their team’s potential while managing admissions on the go.

24
Mobile App Lead Funnel

• Better communication: By providing field force team members with tools for
scheduling appointments, sending follow-up emails, and providing personalized
communication, FFA can help educational institutions communicate more
effectively with leads and potential students.
• Increased efficiency: By automating tasks such as scheduling appointments,
managing customer information, and tracking the location of field force team
members, FFA can allocate resources more efficiently and focus on more
important aspects of the enrollment process.

Field Force Automation

• Improved forecasting: By providing educational institutions with tools for

tracking the progress of leads through the enrollment pipeline, FFA can
help them make data-driven decisions about how to allocate resources and
improve their lead conversion rates.
• Better reporting: FFA can provide detailed reports on the enrollment process
and help them identify areas for improvement, which can help them make data-
driven decisions to increase enrollment numbers.
• Increased Productivity: By automating repetitive tasks, FFA can help
educational institutions increase the productivity of their enrollment teams. This
can result in more time spent on activities that will have a greater impact on
enrollment numbers.

Overall, FFA can help educational institutions manage leads more effectively,
communicate more effectively with leads and potential students, and increase the
efficiency and productivity of their enrollment teams, which can ultimately lead to better
enrollment numbers and revenue for the institution. If you’re looking to enable your
counselors and sales representatives to engage leads, access and update their details,
and make data-driven decisions while on the move, Meritto’s Mobile App is the right
solution.

5. Enterprise Resource Planning (ERP)

ERP stands for enterprise resource planning, but what does ERP mean? The simplest
way to define ERP is to think about all the core business processes needed to run a
company: finance, HR, manufacturing, supply chain, services, procurement, and others.
At its most basic level, ERP helps to efficiently manage all these processes in an
integrated system. It is often referred to as the system of record of the organisation.

Yet today’s ERP systems are anything but basic and have little resemblance to the ERP
of decades ago. They are now delivered via the cloud and use the latest technologies –
such as artificial intelligence (AI) and machine learning – to provide intelligent
automation, greater efficiency, and instant insight across the business. Modern cloud
ERP software also connects internal operations with business partners and networks

25
around the world, giving companies the collaboration, agility, and speed they need to be
competitive today.
Table of Contents
Why is ERP important?
Sometimes described as “the central nervous system of an enterprise,” an ERP
software system provides the automation, integration, and intelligence that is essential
to efficiently run all day-to-day business operations. Most or all of an organisation’s data
should reside in the ERP system to provide a single source of truth across the business.

Finance requires an ERP to quickly close the books. Sales needs ERP to manage all
customer orders. Logistics relies on well-running ERP software to deliver the right
products and services to customers on time. Accounts payable needs ERP to pay
suppliers correctly and on time. Management needs instant visibility into the company’s
performance to make timely decisions. And banks and shareholders require accurate
financial records, so they count on reliable data and analysis made possible by the ERP
system.

The importance of ERP software to businesses is illustrated by the growing adoption

rate. According to G2, “The global ERP software market is projected to reach US$78.40

billion by 2026, growing at a CAGR of 10.2% from 2019 to 2026.

Discover why an ERP system is so important.

Six key benefits of ERP

A good ERP system offers many advantages — which can vary depending on how the
system is deployed. The benefits of cloud ERP, for example, are different than on
premise. That said, there are six major benefits that apply to all modern ERP solutions:

1. Higher productivity: Streamline and automate your core business processes to

help everyone in your organisation do more with fewer resources.
2. Deeper insights: Eliminate information silos, gain a single source of truth, and
get fast answers to mission-critical business questions.
3. Accelerated reporting: Fast-track business and financial reporting and easily
share results. Act on insights and improve performance in real time.
4. Lower risk: Maximise business visibility and control, ensure compliance with
regulatory requirements, and predict and prevent risk.
5. Simpler IT: By using integrated ERP applications that share a database, you can
simplify IT and give everyone an easier way to work.
6. Improved agility: With efficient operations and ready access to real-time data,
you can quickly identify and react to new opportunities.

26
ERP examples in different industries
Businesses in every industry – from automotive to wholesale distribution – need
accurate, real-time information and effective business processes to compete and thrive.
Different industries rely on their ERP software for quite different reasons, however. Here
are just a few examples:

• Utilities need to constantly review their capital assets, not only to meet demand
for future services but also for the replacement of aging assets. Without ERP, the
effort to prioritize these major asset investments would be difficult and error
prone. ERP also helps solve another critical utility company issue: forecasting of
spare parts. Not having the right parts during an outage can create a significant
customer service issue. On the other hand, having too many spare parts means
excessive costs and out-of-date stock.
• For wholesalers, importers, direct store delivery, and 3PL/4PL firms, on-time
delivery is key. All of these organisations want to reduce distribution costs,
increase inventory turns, and shorten order-to-cash time. To achieve these goals,
they need integration of inventory management, purchasing, and logistics
functionality, as well as automated processes that are customised to their needs.
• Discrete, batch, and continuous process manufacturers all rely on ERP
and supply chain systems to meet product quality goals, manage asset
utilisation, control overtime costs, handle customer returns and more.
Manufacturers can also gain end-to-end inventory control by monitoring stock
movements, pinpointing top and underperforming products, and managing
procurement more efficiently.
• Service companies – including accounting, tax, engineering, IT, legal, and other
professional services firms – require powerful, real-time mobile ERP technology
to balance service delivery commitments with financial health. Key to
professional service success is the ability to stay on schedule while managing
project profitability, resource utilisation, revenue recognition, recurring revenue
objectives, and growth opportunities.
• Retail has undergone a significant transformation now that e-commerce has
merged with other sales channels as well as brick-and-mortar operations. The
ability to provide self-service options for identifying, configuring, purchasing, and
shipping products is dependent on integrated data. A modern ERP also helps
retailers reduce cart abandonments, improve Web site conversions, boost
average order value, and increase customer lifetime value.

How do ERP systems work?

An ERP system – also called an ERP suite – is made up of integrated modules or

business applications that talk to each other and share common a database.

Each ERP module typically focuses on one business area, but they work together using
the same data to meet the company’s needs. Finance, accounting, human resources,

27
sales, procurement, logistics, and supply chain are popular starting points. Companies
can pick and choose the module they want and can add on and scale as needed.

ERP systems also support industry-specific requirements, either as part of the system’s
core functionality or through application extensions that seamlessly integrate with the
suite.

ERP software can be bought using a cloud subscription model (software-as-a-service)

or a licensing model (on premise).

The ERP software system shown here illustrates enterprise resource planning use
cases for sourcing and procurement, as well as sales. Typical ERP modules also
address finance, manufacturing, and supply chain, among other applications.

Common ERP modules

Enterprise resource planning systems include a variety of different modules. Each ERP
module supports specific business processes – like finance, procurement, or
manufacturing – and provides employees in that department with the transactions and
insight they need do their jobs. Every module connects to the ERP system, which
delivers a single source of truth and accurate, shared data across departments.

Components of an enterprise resource planning system

The most widely used ERP modules include:

1. Finance: The finance and accounting module is the backbone of most ERP
systems. In addition to managing the general ledger and automating key financial
tasks, it helps businesses track accounts payable (AP) and receivable (AR),
close the books efficiently, generate financial reports, comply with revenue
recognition standards, mitigate financial risk, and more.
2. Human resources management: Most ERP systems include an HR module
that provides core capabilities such as time and attendance and payroll. Add-ons,
or even entire human capital management (HCM) suites, can connect to the ERP
and deliver more robust HR functionality – everything from workforce analytics to
employee experience management.
3. Sourcing and procurement: The sourcing and procurement module helps
businesses procure the materials and services they need to manufacture their
goods – or the items they want to resell. The module centralises and automates
purchasing, including requests for quotes, contract creation, and approvals. It

28
 can minimise underbuying and overbuying, improve supplier negotiations with AI-
powered analytics, and even seamlessly connect with buyer networks.
4. Sales: The sales module keeps track of communications with prospects and
customers – and helps reps use data-driven insights to increase sales and target
leads with the right promotions and upsell opportunities. It includes functionality
for the order-to-cash process, including order management, contracts, billing,
sales performance management, and sales force support.
5. Manufacturing: The manufacturing module is a key planning and execution
component of ERP software. It helps companies simplify complex manufacturing
processes and ensure production is in line with demand. This module typically
includes functionality for material requirements planning (MRP), production
scheduling, manufacturing execution, quality management, and more.
6. Logistics and supply chain management: Another key component of ERP
systems, the supply chain module tracks the movement of goods and supplies
throughout an organisation’s supply chain. The module provides tools for real-
time inventory management, warehousing operations, transportation, and
logistics – and can help increase supply chain visibility and resilience.
7. Service: In an ERP, the service module helps companies deliver the reliable,
personalised service customers have come to expect. The module can include
tools for in-house repairs, spare parts, field service management, and service-
based revenue streams. It also provides analytics to help service reps and
technicians rapidly solve customer issues and improve loyalty.
8. R&D and engineering: Feature-rich ERP systems include an R&D and
engineering module. This module provides tools for product design and
development, product lifecycle management (PLM), product compliance, and
more – so companies can quickly and cost-effectively create new innovations.
9. Enterprise asset management: Robust ERP systems can include an EAM
module – which helps asset-intensive businesses minimise downtime and keep
their machines and equipment running at peak efficiency. This module includes
functionality for predictive maintenance, scheduling, asset operations and
planning, environment, health and safety (EHS), and more.

Types of ERP deployment

Modern ERP systems can be deployed in a number of ways: in a public or private cloud,
on premise, or in various hybrid scenarios that combine environments. Here are some
of the high-level benefits of each to help you identify the ERP deployment option that
makes the most sense for your business.

29
Types of ERP deployment

Cloud ERP
With cloud ERP, the software is hosted in the cloud and delivered over the Internet as a
service that you subscribe to. The software provider generally takes care of regular
maintenance, updates, and security on your behalf. Today, cloud ERP is the most
popular deployment method for many reasons – including lower upfront costs, greater
scalability and agility, easier integration, and much more.

On-Premise ERP
This is the traditional model for deploying software where you control everything. The
ERP software is typically installed in your data centre at the locations of your choice.
The installation and maintenance of the hardware and software is your staff’s
responsibility.

Many companies are modernising and upgrading their on-premise ERP systems to
cloud deployments. This requires careful planning of your ERP upgrade as well as a
thoughtful process of evaluating ERP software and deployment options.

Hybrid ERP
For companies that want a mixture of both to meet their business requirements, there is
the hybrid cloud ERP model. This is where some of your ERP applications and data will
be in the cloud and some on premise. Sometimes this is referred to as two-tier ERP.

ERP for finance can help you manage your daily accounting and financial close
processes securely, regardless of your deployment approach.

6.Campaign management
What is a marketing campaign?
A marketing campaign is a concentrated marketing effort, usually focused on a single
message, to achieve one specific goal. This message is spread across multiple
channels. A marketing strategy or plan can have several campaigns running
simultaneously. For example, you could have one campaign to build awareness and
another to drive renewals.
Marketing campaign management is a wide-ranging effort, involving several stages
including: planning, executing, tracking, and analyzing/optimizing a campaign.
How to plan a successful marketing campaign
Generally speaking, there are six steps to plan a successful marketing campaign.

30
 Identify and understand who your target audience is
Before you start the tactical planning process, you need to understand who your
customers are and where to reach them so you can anticipate what actions they will
take and when they will take them. If you don’t understand your targeted audience, your
campaign will waste time, money, and effort.

2
Set campaign objectives to fit your goals and budget
Identify clear and specific campaign objectives and metrics, determine how those
objectives fit your organization's goals, and generate a campaign budget to support the
actions needed to reach those goals.

3
Develop a customer/audience segmentation strategy
Properly segmenting your audience drives campaign efficiency, provides
better customer experiences (CX), and increases conversions. If you can segment your
audience correctly, you can create a unique experience for each person and address
their needs as well.
4
Determine an ideal marketing mix in terms of content and channels
The channels you select and the content you develop are based on your goals and
audience. For example, lead generation campaigns could use PPC advertising, email
marketing, account-based marketing, or social media advertising. Thought leadership
campaigns could use blogging or content marketing.

5
Create compelling offers
Motivate your targets to take the desired action, such as clicking through to the offer,
visiting a store, leaving a review, or another step in the buyers’ journey.

6
Use analytics to measure campaign success
Identify the metrics you will use to determine if your campaign was successful. But this
is only a framework. As the campaign continues, business goals might evolve,
stakeholders may change, and the target audience may shift (especially true for
campaigns targeting teenagers/tweens or fast-growing startups).

That’s why campaign management is so crucial. The transition from a list of business
goals to a successful multifaceted, multichannel campaign requires careful supervision
over every aspect—from ad hoc promotions to SEO.

31
Benefits of campaign management software
Campaign management may be performed by a single person—or distributed across an
entire team—so it’s important to use a campaign management software suite to
manage all of the many initiatives involved in your campaign(s). Automating much of the
planning and execution can speed up the process of rolling out and managing a
campaign while keeping your spending down.

Marketers and campaign managers who plan projects proactively are 356% more likely
to report success.
How Unplanned Work Is Ruining Your results (and What To Do About It), Inc.
Magazine, June 2019.
Campaign management software also helps create repeatable processes and
implements the workflows that support them. It helps marketing teams collaborate and
avoid mistakes and delays by breaking down campaign planning and execution into
smaller tasks (such as content/digital asset creation, messaging development,
implementation, and analytics), assigning those tasks to the right team and monitoring
the campaign's progress throughout its run.

The software also helps test, monitor, and measure the success rate across all
marketing channels, gleaning insights into what’s driving performance and marketing
ROI.

See campaign management software in action

Features to look for in campaign management software
1
Team collaboration
Campaign management software should make it easy to work together, even when
everyone is not in the same place. Some specific features to look for include:

32
• Role-based access. Where specific users can grant or restrict access to capabilities,
functionalities, and sensitive data.
• Workflows. To foster collaboration and reduce mistakes, since everything is assigned
and approved by the right person.
• Template access rules. To ensure that team members only edit the correctly
designated campaign assets and marketing content.
2
Multichannel marketing automation support
Customers approach brands through an omnichannel lens; they expect the same
experience no matter the channel. So marketing campaigns must meet that need
across multiple channels. But that doesn’t mean that people want to hear the same
message (or call to action) as everyone else. You need a campaign management
system that allows you to organize and differentiate messages across multiple
channels. It’s not enough to be where your prospects are; you need to speak to them in
a way that resonates.

3
Ease of use
The solution should be intuitive, easy to use, and easy to train others on.

4
Content marketing support
A campaign management solution should provide a central asset repository that the
entire team can access. Rules and functionality that make it easy to personalize and
reuse content in future campaigns are key.

5
Data management and compliance
Campaign management software needs to be able to collect, keep, and use data
securely and efficiently. Real-time customer data is vital for precise customer
segmentation, targeting, and personalization. But it’s just as crucial for the software to
address data security issues proactively. Personally identifiable information (PII) fields
should be able to be redacted and hidden when customer privacy is critical.
6
Testing and optimization
Maximize open and click-through rates with subject line predictions and send time
optimization. Testing optimizes marketing campaigns. A/B testing is the most basic way
to identify customer preferences or interests. Multivariate testing involves more
complexity but can improve personalization for every member of your
audience. Machine learning provides an opportunity to evaluate data that most
marketers don’t consider, offering an opportunity to individualize every message.
7

33
 Lead management capabilities
Score your prospects based on where they are in their buying journey and/or their
readiness to buy. Good campaign management software does the heavy lift of
qualifying which prospects have the highest propensity to buy so that you can tailor
messaging accordingly.

8
Easy-to-use analytics
It’s crucial to evaluate the success of your campaigns and assess your progress.
Campaign analytics shows what messaging and content performs well and how your
prospects are responding to your campaign.

Why marketing campaign management is important

As mentioned above, a marketing campaign needs to be monitored as it goes along.
And if the results aren’t what you are aiming for, you need to have the agility to respond
at a moment’s notice. To keep everything on track over time, effective campaign
management is a must.

Time is another huge component of campaign management. There is no “one-size-fits-

all” template in terms of campaign duration or size. You might run a campaign that
targets a specific city or zip code. You might manage a campaign during a particular
holiday or event. Or, your campaign could run for years.

In some cases, a successful advertising or marketing campaign becomes synonymous

with your brand. Progressive Insurance’s “Flo” campaign or Nike’s “Just Do It” campaign
are two such examples.

But these campaigns did not come together with just a Coke and smile—another great
campaign. It’s marketing campaign management that brings structure and order to the
campaign. It moves you away from ad hoc promotions to focusing your messaging to
meet a specific business objective.
CRM and campaign management—sales and marketing alignment
Misalignment between sales and marketing is the number one reason why a company’s
revenue stream slows down and/or declines.
Now, suppose all your campaign activity is integrated into your seller's CRM. In that
case, sellers can easily manage and track all interactions customers had with your
brand, not just the interactions that they personally had with the prospect. Campaign
data within the CRM will show who has opened an email/chat or clicked on a call to
action (CTA). This provides sellers with a completely different view of customers'
behaviors and preferences. In addition, marketers can personalize campaigns using
CRM data and have a new window into which campaigns led to more conversions.
What are campaign analytics?
A campaign analytics tool provides the metrics (data) to justify any decisions and/or
adjustments that might need to be made during the campaign’s run. This data tells you
what is—and isn’t—working as well as what should be changed, tweaked, or eliminated.
34
In the end, the numbers will reveal whether your investment in the campaign was
worthwhile.

7. Customer service and support

Customer support is the team of people who provide help when customers have trouble
with a company's products or services. It’s ultimately about making sure customers are
successful in solving whatever issues they came to your business to help solve.

What is the job of customer support?

Customer support could look very different depending on your business, industry, and
who your customers are. But for customer support professionals like Meg Palazzolo, it’s
ultimately about being helpful. “The role of customer support is to help make a
difference in the user’s experience with your product,” says Palazzolo, Head of Member
Success at Trust & Will. “It is the support agent’s role and responsibility to become
customer advocates to help shape the future of their company’s product, marketing,
R&D etc. Customer support is the core of any customer-centric company.” For Brian
Kale, Director of Customer Success at Novo, customer support is all about building trust
— which ultimately impacts everything from customer loyalty and retention, to brand
and marketing. “Build trust through empathy, honesty, expectation setting, and by
advocating for customers internally with data and insights,” says Kale. In fact, Kale says
the job of customer support is to evolve into a long-term business strategy. That means
it’s not just about reacting to customer problems but giving them the tools needed to be
successful throughout their journey with your brand. The key here, according to Kale, is
to “take all the knowledge and insights support operations generate when interacting
with customers to build better experiences that proactively solve issues and answer
questions by empowering customers to take action.”

Customer service vs. customer support

So we’re basically just talking about customer service here, right? Not exactly.

What's the difference between customer service and customer support?

Some experts—and even Google—have a hard time distinguishing between customer

support and customer service. Customer service is an umbrella term for all interactions
that enhance customer experience and help improve their relationship with the
company. Customer support is just one type of interaction. All businesses provide
customer service, but not all need to offer customer support. A restaurant, for example,
provides customer service when you are seated, as you order your food, and upon
payment. The waiter is probably not going to show you how to cut your steak, though.
Jonathan Brummel, Director of Enterprise Support at Zendesk, puts it this way: The
difference between customer service and customer support is that a customer support

35
team can fix a technical issue in the short term, but providing good customer
service helps build relationships and establish a true partnership in the long term. If
customer support is the how, such as the nuts and bolts of troubleshooting an issue,
customer service is the why—why it’s recommended to set up your cloud account in a
certain way or why today’s issue could balloon into a bigger issue in time if certain steps
aren’t taken. Adding the “why” into the support process improves the experience for
customers, and it helps agents grow. For example, maybe a customer reached out
about a stolen credit card. Beyond identifying what information was compromised and
then taking steps to solve that problem, going the extra mile can go a long way. That
might mean following up on a messaging or social media channel with a link to relevant
tips and tricks from the knowledge base or company blog.

Customer service Customer

support

An umbrella term for all interactions that enhance customer experience and One type of
help improve their relationship with the company. interaction.
Builds relationships. Fixes technical
issues.
The why. The how.

Why is customer support important for your business?

The short answer is that customer support is important because support agents are key
for helping resolve customer issues quickly and effectively, and driving customer
satisfaction. This ultimately impacts customer retention, customer lifetime value, and
brand reputation. But, again, it really depends on your particular business and industry,
and the people you’re supporting. For Trust & Will, a company that helps families create
customized wills and estate plans, customer support is a key driver of business and
product decisions. “Every decision we make as a company revolves around our
customers (we call them members), and our customer support team is at the front lines
of all communication,” says Palazzolo. “When we’re focusing on adding in new features,
products, or updates/changes to the marketing site, we listen to the input of the support
team who are our voice of the customer.” Because estate planning is so complex, Trust
& Will’s support team plays a pivotal role in educating customers — and then sharing
customer knowledge with the rest of the team. It’s a virtuous cycle that’s crucial to the
business. “Without our support team, it would be extremely difficult to operate as a
company,” says Meg. Ask yourself:

• What do customer expectations for support look like in your particular industry?
These will be different in ecommerce or travel compared to insurance or banking,
for example.

• How can customer support help elevate the voice of the customer throughout
your business?

36
 • How can you involve your support team in key business decisions like product
roadmap or marketing strategy?

Key features of customer support

Here are a few key features of great customer support, according to our 2021 Customer
Experience Trends Report:

Supporting your customers via the channels of their choice

Customers want to connect with you on the same channels they use to talk to friends
and family—so being able to help a customer on their preferred support channel is one
of the best ways to create an excellent customer support experience.

Being proactively helpful

Great customer support often means anticipating your customer's needs before they
even have to tell you.

Providing 24/7 support

47 percent of customers believe 24/7 support is a key component of great customer

service. A knowledge base or chatbot are two great ways to provide customer service
when agents are off the clock.

Resolving issues quickly

73 percent of customers say quick resolutions is the top factor of good customer
support.

Personalizing interactions

75 percent of customers want a personalized experience.

5 tips for delivering excellent customer support

Good customer support means meeting customer expectations each and every day.
And meeting customers' expectations pays off: 75 percent of customers are willing to
spend more with companies that give them a good customer support experience,
according to our 2021 Customer Experience Trends Report. Here are 5 ways to deliver

37
1. Make support agents strategic partners

There is always a technical answer to a technical problem, and a customer support

representative is there to help when those issues arise. But the type of help being
offered, when, how, and to whom, can be what sets a support team apart. Let’s say you
are a customer and were supposed to put a checkbox on a form at the DMV, the
doctor’s office, or your tax-preparation tool. You didn’t, something didn’t work out as
expected, and you contacted customer support. A skilled, helpful customer support
agent helped diagnose the problem, explaining that not checking that box was the
issue. Years ago, when a support ticket was opened when a problem started and closed
when it was solved, a quick diagnosis made more sense. For a modern support
operation, taking the time to set customers up for success is necessary follow-through.
Maybe that means asking why they didn’t check the box, or taking the time to explain
the important actions that are touched off when they do.

2. Ensure soft skills are just as important as the “technical” ones

Technology should support humans instead of the other way around. That means that a
human touch is necessary for solving humans’ problems with their technology of choice.
Still, that isn’t always how it plays out in real life. As one public-sector employee put it,
explaining the challenges of providing good customer support in government agencies:
“A lot of things we valued in technical leadership focused on technical skill sets, not on
skill sets necessarily driving toward customer experience and some of the soft skills of
leadership.” Brummel agrees that support leaders across industries tend to hire first for
the necessary technical skills and promote those who’ve mastered them. But he
encourages fellow support leaders to be open-minded about the soft skills that go
beyond technical. There is plenty of opportunity during a support interaction to connect
with customers and demonstrate empathy for their needs, Brummel says.

3. Build empathy into every interaction

Empathy in a support organization helps agents read between the lines of a situation.
Even when an agent is on their 700th call or chat of the week over the same issue,
empathy reminds them what it’s like to be the customer whose entire day—and possibly
an entire department or line of business—hangs in the balance. Maybe they’re just
getting started at their company or with your product, or maybe it was simply just an off
day; support agents don’t always know, but it helps to hold space for whatever it might
be. “We have some of the most technical talent in the company but are dealing with
extreme emotions, which can go from 0-75 just like that,” Brummel says. Instead of
becoming a cartoon of technical support, Brummel also suggests practicing “extreme
rapport” to foster a sense of collaboration toward a common goal. Even the most
technical know-how and intimate knowledge of a product won’t help a customer in need
if it isn’t balanced with rapport. This sometimes requires getting into what Brummel calls
“an awkward place.” Customers, especially stressed customers, don’t always want to do
what a support agent suggests, which means making a strong, reasonable case for why
they should care. In many instances, the threat of a bigger problem down the road is
38
why they should care. Nothing says “strategic partner” like someone who helps identify
a problem before it balloons into a bigger issue.

4. Evolve customer support outcomes and KPIs

Some tried-and-true key performance indicators (KPIs) for evaluating customer

support include CSAT, net promoter scores (NPS), and churn rates. But it's helpful
to regularly review KPIs to determine where they can evolve. In the early days of
support software, the number of tickets solved was a metric for support success. But as
traditional “support” functions become more integrated with other channels and
business processes, organizations are changing how they measure success. This also
affects the ways in which support teams support their customers. At Magnolia—the
retail and experience empire built by HGTV favorites Chip and Joanna Gaines—number
of tickets solved or time to resolution are not brand-right or even accurate indicators of
success. Knowing that their customer base is equally likely to call in for a chat or to ask
about an online purchase, the support team is empowered to take their time with
customers on the phone, and even allowed a budget to entertain customers or send
them flowers.

5. Support your support team

The nature of technical support demands a level of specialization in the products and
services, which can lead to repetitive work over time. Strategic support leaders balance
the necessity of specialization with assigning new and different projects across the
team, helping guard against the “heart-hardening” Brummel says happens when agents
are bored and siloed into their product specialty or function. There are many solutions
for boredom, including empowering support agents to take ownership of certain tasks,
training others, or giving them time on live channels regularly each week. With such a
grab bag of issues and personalities to encounter on a phone call or in a chat window, a
stint in 1:1 live service can provide a new perspective for even seasoned veterans of a
support team. Another approach is coaching support agents to enter all support
situations without being attached to an outcome. While customer support can’t
guarantee that the issue will be fixed right then and there, agents can promise they’ll be
collaborative and communicative the whole way through.

8.Contact and call center operations

Contact and call center operations involve managing interactions between customers
and a company's representatives, typically over the phone, but also through other
channels like email, chat, and social media. These operations are crucial for providing
customer support, handling inquiries, processing orders, and resolving issues efficiently.
Here's an overview of key aspects:

39
1. Customer Interaction Channels: Contact centers manage various communication
channels such as phone calls, emails, live chats, social media messages, and even
SMS. Each channel requires specific skills and tools for effective management.

2. Call Routing and Distribution: Calls and inquiries are typically routed to appropriate
agents based on factors like the nature of the inquiry, the agent's skill set, language
preferences, and availability. Automatic Call Distribution (ACD) systems help in this
process.

3. Agent Training and Management: Agents need to be trained thoroughly on product

knowledge, communication skills, and company policies. Continuous training and
performance monitoring are essential for maintaining service quality.

4. Technology Infrastructure: Contact centers rely on various technologies, including

Customer Relationship Management (CRM) software, call center software, Interactive
Voice Response (IVR) systems, and workforce management tools, to streamline
operations and improve efficiency.

5. Quality Assurance: Monitoring and evaluating interactions between agents and

customers ensure that service quality standards are met. Quality assurance programs
often include call monitoring, feedback sessions, and coaching.

6. Metrics and Analytics: Key performance indicators (KPIs) such as average handling
time, first call resolution, customer satisfaction scores, and response times are tracked
to measure the efficiency and effectiveness of contact center operations.

7. Omni-channel Integration: With the increasing use of multiple communication

channels, it's important for contact centers to provide a seamless experience across all
platforms. This requires integrating data and processes across channels.

8. Scalability and Flexibility: Contact centers need to be scalable to handle fluctuations

in call volumes, seasonal peaks, and unexpected spikes in demand. Cloud-based
solutions offer flexibility and scalability without the need for significant infrastructure
investments.

40
9. Compliance and Security: Contact centers must adhere to regulatory requirements
such as GDPR, PCI-DSS (Payment Card Industry Data Security Standard), and HIPAA
(Health Insurance Portability and Accountability Act) when handling sensitive customer
information.

10. Continuous Improvement: Regularly collecting feedback from customers and agents
helps identify areas for improvement. Contact centers should have processes in place
for implementing changes and optimizing operations continuously.

Efficient contact and call center operations are essential for building and maintaining
positive customer relationships, driving customer satisfaction, and ultimately
contributing to the overall success of the business.

9.Relationship building strategies in CRM

Relationship building strategies in Customer Relationship Management (CRM) are
crucial for fostering long-term connections with customers and enhancing their overall
experience with the company. Here are some effective strategies:

1. Personalization: Tailor interactions based on customer preferences, past behavior,

and demographics. Use CRM data to address customers by name, recommend relevant
products or services, and provide personalized offers or discounts.

2. Segmentation: Divide customers into different segments based on factors such as

purchase history, demographics, geographic location, or buying frequency. This allows
for targeted communication and more personalized marketing efforts.

3. Regular Communication: Keep in touch with customers through various channels

such as email newsletters, social media updates, or personalized messages. Use CRM
tools to schedule follow-ups, send automated reminders, and nurture leads over time.

4. Customer Feedback: Actively seek feedback from customers through surveys,

feedback forms, or online reviews. Use this feedback to improve products, services, and
customer experiences. CRM systems can help track and analyze feedback data.

41
5. Proactive Support: Anticipate customer needs and offer assistance before they ask
for it. Use CRM data to identify potential issues or opportunities for upselling or cross-
selling. Provide proactive support through live chat, self-service portals, or personalized
recommendations.

6. Loyalty Programs: Reward loyal customers with exclusive offers, discounts, or

rewards. Use CRM systems to track customer loyalty and reward points, and tailor
rewards based on individual preferences and behavior.

7. Social Listening: Monitor social media channels for mentions of your brand and
engage with customers in real-time. Use CRM tools to track social interactions, respond
to inquiries, and address customer concerns promptly.

8. Consistent Brand Experience: Ensure consistency across all customer touchpoints,

including website, social media, email, and in-person interactions. Use CRM data to
maintain a unified view of each customer and deliver a seamless experience across
channels.

9. Employee Training: Invest in training employees to deliver exceptional customer

service and build rapport with customers. Provide them with access to CRM tools and
data to better understand customer needs and preferences.

10. Long-term Relationship Focus: Focus on building long-term relationships rather than
just making one-time sales. Use CRM data to track customer interactions and identify
opportunities for ongoing engagement and relationship-building.

By implementing these relationship-building strategies within CRM systems, businesses

can deepen customer connections, increase customer loyalty, and drive revenue growth
over time.

42
 UNIT-3
1.Concept of analytical CRM

Analytical Customer Relationship Management (CRM) is a strategy that leverages data

analysis and business intelligence to understand customer behavior and preferences in
order to improve and personalize the customer experience. It involves the use of
various analytical tools and techniques to extract insights from customer data, enabling
businesses to make informed decisions and develop targeted marketing strategies. The
primary goal of analytical CRM is to enhance customer satisfaction, retention, and
overall profitability by providing a deeper understanding of customer needs and
behaviors.

Key components and concepts of analytical CRM include:

1. Data Analysis: Analytical CRM involves the analysis of customer data collected from
various touchpoints such as sales transactions, customer interactions, marketing
campaigns, and social media. Data analysis techniques, including data mining,
segmentation analysis, and predictive modeling, are used to identify patterns, trends,
and correlations within the data.

2. Customer Segmentation: By segmenting customers based on their preferences,

behaviors, and demographics, businesses can tailor their marketing efforts and product
offerings to specific customer groups. This segmentation allows for more personalized
and targeted communication, leading to improved customer satisfaction and increased
sales.

2.Data warehousing and data mining

Data warehousing and data mining are two essential concepts in the field of data
management and analysis. They are closely related but serve distinct purposes in the
process of transforming raw data into actionable insights. Here's an overview of each
concept:

1.Data Warehousing:

Definition: Data warehousing is the process of collecting, storing, and managing data
from various sources in a centralized repository, known as a d Characteristics

Data Integration: Data from multiple sources, such as databases,

spreadsheets, and external systems, are integrated into the data warehouse.

Time-Variant: Data warehouses store historical data, allowing for time-based analysis
and trend identification.

43
 Subject-Oriented: Data is organized around specific subjects or business areas,
facilitating analysis and reporting.

2. Data Mining:

Definition: Data mining is the process of discovering patterns, relationships, and

valuable insights from large datasets by using various statistical, mathematical, and
machine learning techniques.

Purpose: Data mining aims to extract hidden knowledge from data that can help
organizations make informed decisions, detect anomalies, predict future trends, and
identify valuable patterns.

- Techniques:

- Clustering: Grouping similar data points into clusters.

- Classification: Assigning data to predefined categories or classes.

- Regression: Predicting numeric values based on historical data.

- Anomaly Detection: Identifying unusual or unexpected data points.

- Applications: Data mining is used in various fields, including marketing, finance,

healthcare, and manufacturing, to improve decision-making, customer targeting, fraud
detection, and more.

Relationship between Data Warehousing and Data Mining:

Data warehousing and data mining often go hand in hand. Data mining typically relies
on a well-structured data warehouse as its source of data. The data warehouse
provides clean, integrated, and historical data that is conducive to effective data mining.

Data mining tools and algorithms are applied to data stored in the data warehouse to
discover valuable insights and patterns. These insights, in turn, can inform business
decisions and strategies.

3.Types of data analysis – online analytical processing

Online Analytical Processing (OLAP) involves a set of powerful tools used for complex
data analysis in multidimensional databases. OLAP enables users to analyze
multidimensional data from multiple perspectives, facilitating insightful decision-making
and providing a deeper understanding of various aspects of a business. Different types
of OLAP include:

44
1. MOLAP (Multidimensional OLAP): MOLAP stores data in a multidimensional array,
which allows for rapid data retrieval and analysis. It is best suited for handling pre-
aggregated data, making it an excellent option for complex queries and high-
performance applications.

2. ROLAP (Relational OLAP): ROLAP directly uses a relational database to store and
manage data. It provides a dynamic way of handling large datasets and is well-suited
for scenarios where real-time data analysis and reporting are required.

3. HOLAP (Hybrid OLAP): HOLAP combines the capabilities of both MOLAP and
ROLAP, allowing users to leverage the strengths of each approach. It can handle both
detailed and aggregated data, providing flexibility in managing and analyzing large
datasets efficiently.

4. DOLAP (Desktop OLAP): DOLAP is a client-based OLAP solution that operates on a

local desktop or a personal computer. It allows individual users to perform OLAP
operations on their local machines, enabling them to manipulate and analyze data
without the need for extensive server resources.

4.CRM and business intelligence

Customer Relationship Management (CRM) and Business Intelligence (BI) are two
essential components for the successful operation of a business, each serving distinct
but complementary functions.

1. Customer Relationship Management (CRM): CRM refers to the strategies,

practices, and technologies that companies use to manage and analyze
customer interactions and data throughout the customer lifecycle, with the goal of
improving customer retention and driving sales growth. Key aspects of CRM
include:

Customer Data Management: Collecting, organizing, and managing customer

information, interactions, and preferences.

Sales and Marketing Automation: Streamlining sales and marketing processes,

managing leads, and tracking customer engagements.

2. Business Intelligence (BI): BI involves the use of technologies, applications,

and practices for collecting, integrating, analyzing, and presenting business information.
The primary goal of BI is to facilitate data-driven decision-making within an organization.
Key components of BI include:

Data Collection and Integration: Gathering data from various sources and integrating it
into a unified system for analysis.

45
Data Analysis and Reporting: Utilizing statistical analysis and data mining techniques to
extract insights and generate reports for decision-makers.

Integration of CRM and BI:

- Integrating CRM and BI systems can provide a comprehensive view of customer

behavior, preferences, and trends, enabling businesses to make data-driven decisions
to improve customer engagement and satisfaction.

- BI tools can analyze CRM data to identify patterns and trends, which can be used to
create more effective marketing strategies and customer retention programs.

5.Collaborative CRM

Collaborative Customer Relationship Management (CRM) refers to a strategy that

involves the integration of various departments within a company, such as sales,
marketing, and customer service, to better serve the needs of customers. It emphasizes
the idea that all departments should share relevant customer information to improve
overall customer satisfaction and enhance the customer experience. Collaborative CRM
aims to foster effective communication and cooperation among different teams within an
organization to provide a seamless and consistent customer experience across all
touchpoints.

Key features and components of collaborative CRM include:-

1. Shared Customer Database: A centralized customer database that allows all

departments to access and update customer information, including contact details,
purchase history, interactions, and preferences.

2. Communication Tools: Integrated communication tools that enable real-time

collaboration and information sharing among different departments, such as shared
calendars, messaging systems, and collaborative workspaces.

3. Customer Interaction Tracking: Tracking and documenting all customer interactions

across different touchpoints to ensure a consistent and personalized customer
experience.

4. Workflow Automation: Automating repetitive tasks and processes to streamline

operations and improve efficiency, allowing employees to focus more on building
relationships with customers.

The benefits of implementing collaborative CRM include:

- Enhanced Customer Experience: Customers receive consistent and personalized

service across all interactions, leading to improved satisfaction and loyalty.

46
- Improved Communication: Departments can share information and coordinate
activities more effectively, leading to a better understanding of customer needs and
preferences.

- Streamlined Processes: Automation of tasks and workflows helps to streamline

operations, reduce redundancies, and improve overall efficiency.

47
 UNIT-4
1. CRM project management

CRM project management involves planning, implementing, and overseeing the

deployment of a Customer Relationship Management (CRM) system within an
organization. Here are the key steps involved in managing a CRM project effectively:

1. Define Project Objectives: Clearly define the goals and objectives of the CRM project,
such as improving customer satisfaction, increasing sales, streamlining processes, or
enhancing data management.

2. Assemble a Project Team: Form a dedicated project team consisting of stakeholders

from various departments such as sales, marketing, customer service, IT, and finance.
Assign roles and responsibilities within the team.

3. Select CRM Software: Research and select a CRM software solution that aligns with
the organization's needs, budget, and scalability requirements. Consider factors such as
features, integration capabilities, user-friendliness, and vendor support.

4. Develop a Project Plan: Create a detailed project plan outlining the tasks, milestones,
timelines, and resource requirements for implementing the CRM system. Identify
potential risks and develop mitigation strategies.

5. Data Migration and Integration: Assess existing data sources and plan for data
migration to the new CRM system. Ensure compatibility and seamless integration with
other systems such as ERP (Enterprise Resource Planning) or marketing automation
platforms.

6. Customization and Configuration: Customize the CRM system to meet the

organization's specific requirements and workflows. Configure user permissions, data
fields, reports, dashboards, and automation rules according to business needs.

48
7. User Training and Adoption: Provide comprehensive training to employees on how to
use the CRM system effectively. Offer hands-on training sessions, online tutorials,
documentation, and ongoing support to encourage user adoption.

8. Testing and Quality Assurance: Conduct thorough testing of the CRM system to
identify any bugs, errors, or performance issues. Test functionality, data integrity, user
interfaces, and integration points before deploying the system to production.

9. Deployment and Rollout: Deploy the CRM system in phases or all at once, depending
on the organization's preferences and complexity of the project. Communicate changes
to stakeholders and provide support during the rollout process.

10. Monitor and Evaluate: Continuously monitor the performance and usage of the CRM
system after deployment. Collect feedback from users and stakeholders to identify
areas for improvement and optimization.

11. Iterative Improvements: Implement iterative improvements based on user feedback,

changing business needs, and technological advancements. Regularly update the CRM
system with new features, enhancements, and integrations to maximize its value.

12. Vendor Relationship Management: Maintain a positive relationship with the CRM
software vendor or implementation partner. Communicate regularly, escalate issues
when necessary, and leverage vendor resources for support and guidance.

By following these steps and best practices, organizations can effectively manage CRM
projects to achieve their desired outcomes and maximize the return on investment in
CRM technology.

49
2. Employee engagement in CRM project

Employee engagement in a CRM project is crucial for its success, as it ensures that
staff members are motivated, involved, and committed to the implementation process.
Here are some strategies to foster employee engagement in a CRM project:

1. Communicate the Vision: Clearly communicate the purpose and benefits of

implementing the CRM system to employees. Explain how it will improve their work
processes, enhance customer relationships, and contribute to the organization's overall
success.

2. Involve Employees from the Start: Involve employees from different departments in
the planning and decision-making process of selecting and implementing the CRM
system. Seek their input, feedback, and suggestions to ensure that the system meets
their needs.

3. Provide Training and Support: Offer comprehensive training sessions to educate

employees on how to use the CRM system effectively. Provide hands-on training, user
guides, tutorials, and access to support resources to help them navigate the system
confidently.

4. Empower Users: Empower employees to take ownership of the CRM system by

giving them the autonomy to customize their profiles, set preferences, and configure
features according to their job roles and responsibilities.

5. Highlight Benefits and Success Stories: Share success stories and examples of how
the CRM system has positively impacted other teams or departments within the
organization. Highlight specific benefits, such as increased productivity, higher sales, or
improved customer satisfaction.

6. Encourage Feedback and Collaboration: Create channels for employees to provide

feedback, suggestions, and ideas for improving the CRM system. Encourage
collaboration and knowledge sharing among team members to leverage each other's
expertise and experiences.

50
7. Recognize and Reward Participation: Acknowledge and reward employees who
actively participate in the CRM project, whether it's through providing valuable feedback,
assisting with training, or embracing the new system enthusiastically. Publicly recognize
their contributions and achievements.

8. Lead by Example: Leadership support is crucial for driving employee engagement in

the CRM project. Leaders should demonstrate their commitment to the project by
actively participating, promoting its importance, and championing its adoption across the
organization.

9. Create a Positive Work Environment: Foster a positive work culture that values
innovation, collaboration, and continuous improvement. Encourage open
communication, trust, and transparency to create a supportive environment for
employees to embrace change.

10. Monitor Progress and Celebrate Milestones: Regularly track the progress of the
CRM project and celebrate key milestones and achievements along the way. Recognize
the efforts of employees and teams who have contributed to the project's success.

By implementing these strategies, organizations can foster employee engagement and

ensure a smooth and successful implementation of the CRM system, leading to
improved business outcomes and customer experiences.

3.Key Account Management

Key Account Management (KAM) is a strategic approach to managing and nurturing

relationships with a select group of high-value customers or accounts. The goal of KAM
is to maximize the value of these accounts by understanding their unique needs,
providing personalized solutions, and fostering long-term partnerships. Here are the key
components of effective key account management:

51
1. Account Selection: Identify and prioritize key accounts based on criteria such as
revenue potential, strategic importance, growth opportunities, and alignment with the
organization's objectives.

2. Relationship Building: Develop strong, trusting relationships with key stakeholders

within the customer organization, including decision-makers, influencers, and key users.
Invest time in understanding their business challenges, goals, and priorities.

3. Account Planning: Create customized account plans for each key account, outlining
specific objectives, strategies, and actions to achieve mutual business goals. Align the
account plan with the customer's strategic initiatives and market trends.

4. Cross-functional Collaboration: Collaborate across internal departments such as

sales, marketing, customer service, and product development to deliver integrated
solutions and support to key accounts. Ensure seamless communication and
coordination to provide a unified customer experience.

5. Value Proposition: Develop and communicate a compelling value proposition tailored

to each key account's needs and priorities. Emphasize the unique benefits and
competitive advantages of the organization's products or services.

6. Customer Insights: Gather and analyze customer data, feedback, and market
intelligence to gain insights into key account preferences, behavior patterns, and
emerging trends. Use this information to anticipate needs and proactively address
challenges.

7. Continuous Engagement: Maintain regular communication and engagement with key

accounts through various channels such as meetings, calls, emails, and events. Provide
ongoing support, advice, and value-added services to strengthen the partnership.

52
8. Performance Measurement: Define key performance indicators (KPIs) to measure the
success and health of key account relationships. Monitor metrics such as revenue
growth, customer satisfaction, retention rates, and share of wallet.

9. Problem Solving and Innovation: Act as a trusted advisor to key accounts by offering
innovative solutions to their business challenges. Proactively identify opportunities for
improvement and propose relevant products or services to address their needs.

10. Risk Management: Anticipate and mitigate potential risks and obstacles that may
impact key account relationships, such as competitive threats, market fluctuations, or
organizational changes. Develop contingency plans and alternative strategies to ensure
resilience.

11. Long-term Planning: Take a long-term view of key account relationships and invest
in their sustainable growth and success over time. Continuously review and adapt
account plans based on evolving customer needs and market dynamics.

Effective key account management requires a proactive, customer-centric approach,

strong collaboration internally and externally, and a commitment to delivering value and
driving mutual growth. By focusing on building strategic partnerships with key
customers, organizations can achieve sustainable competitive advantage and drive
business success.

scope of CRM

raditionally and essentially CRM is management software for sales, marketing and
customer service teams as they are the major touchpoints for any customer contact
strategy.

CRM for sales management

A good mobile enabled CRM will allow sales reps to manage their tasks, activities and
meetings from wherever they are, reducing unwanted administration time and building in
best practice into prospect management.
Sales managers who need real time transparency in reviewing their team’s sales pipeline
and KPIs can do so with the use of configurable CRM dashboards.
When reviewing CRM choices the sales functionality should cover the basics of:

53
 • Salesforce and pipeline management
• Lead, contact and prospect management

CRM for marketing

CRM can provide both marketing and sales functionality within their own operational
requirements; but should also enable better collaboration and transparency between
teams; putting the lead, prospect and customer at the heart of the CRM strategy.
Marketing teams can be supported in lead generation efforts, planning and executing
multi-channel marketing campaigns, segment audiences, deliver targeted messaging at
the right time, analyse marketing spend ROI and carry out best practice testing efficiently.
Marketing functionality within a CRM system review should include:

• Multi-channel marketing campaign management

• Database management
• Social media engagement

CRM for customer service

Customer service teams need to be able to deliver a positive customer experience and
to do this they need to be supported by a CRM system that gives them a good record of
past customer contacts, support enquiries, technical incidents and product history.
Customer service operators need to handle calls, emails and social/web enquiries quickly
and to the satisfaction of the customer; but also keeping to service KPIs such as response
times, resolution percentages and SLA adherence.
A CRM system should provide a 360 degree view of the customer and support operatives
with information they need at their fingertips so they can resolve issues and handle
queries efficiently.
When considering CRM functionality for customer service, organisations should review:

• Customer service and contact management

• Knowledge sharing and document management
• Computer Telephony Integration (CTI)
• SLA and contract management
• Social listening integration

54
4.Ethical issues in CRM

While Customer Relationship Management (CRM) systems offer numerous benefits in

terms of improving customer interactions and enhancing business processes, there are
ethical considerations that organizations must address to ensure responsible and
transparent use of customer data. Here are some key ethical issues in CRM:

1. Data Privacy: One of the primary ethical concerns in CRM is the collection, storage,
and use of customer data. Organizations must obtain explicit consent from customers
before collecting their personal information and ensure that data is stored securely and
used only for legitimate purposes. Violating customer privacy rights can lead to trust
erosion and legal consequences.

2. Data Security: Ensuring the security of customer data is essential to protect against
unauthorized access, breaches, and cyber-attacks. Organizations must implement
robust security measures, such as encryption, access controls, and regular security
audits, to safeguard sensitive information from potential threats.

3. Transparency and Consent: Organizations should be transparent about their data

collection practices and clearly communicate to customers how their data will be used.
Customers should have the option to opt-out of data collection or request the deletion of
their information if desired. Providing transparency and obtaining informed consent are
essential for building trust with customers.

4. Data Accuracy and Integrity: Maintaining the accuracy and integrity of customer data
is crucial for making informed business decisions and delivering personalized
experiences. Organizations must ensure that data is collected, stored, and updated
accurately to prevent errors, inaccuracies, or biases that could impact customer
interactions.

5. Fairness and Non-discrimination: Organizations should avoid using customer data to

engage in discriminatory practices or unfairly target certain groups of customers based
on factors such as race, gender, ethnicity, or socioeconomic status. CRM systems

55
should be designed and implemented in a way that promotes fairness and equality in
customer interactions.

6. Ethical Use of AI and Predictive Analytics: AI and predictive analytics technologies

are increasingly being used in CRM to analyze customer data and make data-driven
decisions. Organizations must ensure that these technologies are used ethically and
responsibly, without perpetuating biases or infringing on individual rights. Transparent
algorithms and ethical guidelines should govern their implementation.

7. Data Ownership and Control: Customers should have control over their own data and
the ability to access, correct, or delete it as needed. Organizations should respect
customer rights to ownership and control of their data and implement processes for data
portability and deletion upon request.

8. Vendor and Partner Relationships: Organizations must ensure that third-party

vendors and partners involved in CRM activities adhere to ethical standards and comply
with data privacy regulations. Due diligence should be conducted when selecting
vendors, and contracts should include provisions for data protection and security.

9. Social Responsibility: Organizations should consider the broader social and ethical
implications of their CRM activities, including the impact on society, the environment,
and vulnerable populations. Ethical decision-making should prioritize the well-being of
all stakeholders and contribute to the greater good.

By addressing these ethical issues and adopting responsible practices in CRM,

organizations can build trust with customers, mitigate risks, and foster sustainable
relationships that benefit both parties. Ethical CRM practices are essential for
maintaining integrity, credibility, and long-term success in today's data-driven business
environment.

56