Customer Relationship Management

Customer Relationship Management
Presentation By:
Tarun Rattan Jyoti Sodani Akash Gupta Saloni

Objectives
Overview of CRM Benefits of CRM Case Study: Companies which have Implemented CRM

What is CRM?
CRM (Customer Relationship Management) are the concepts used by organizations to manage their relationships with customers. CRM software is used to support these processes. From the outside, customers interacting with a company perceive the business as a single entity. CRM helps a company unify its customer interactions and provide a means to track customer information.

Aspects of CRM
Front office operations Back office operations Business relationships Analysis

Approaches to CRM

Approaches to CRM
There are several different approaches to CRM, with different software packages focusing on different aspects: Operational CRM Analytical CRM Collaborative CRM

Operational CRM
Gives support to ‘Front Office’ business process (e.g. sales, marketing etc). Any interaction with customers is stored in customers’ contact histories, which the staff can retrieve as necessary. Gives staff access to important information about the customer, eliminating need for individually obtaining it from the customer.

Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes: Designing and executing targeted marketing campaigns. Analysing customer behavior in order to make decisions relating to products and services (e.g. pricing, product development). Management information system (e.g. financial forecasting and customer profitability analysis). Analytical CRM generally makes heavy use of data mining.

Collaborative CRM
Helps unify information that is collected through various departments’ interaction with customers. Goal is to use information collected by all departments to reduce costs and improve the quality of services provided by the company.

Benefits of Implementing CRM
Attracting new customers Quicker and more efficient response to customer leads and customer information Simplification of marketing and sales processes Understanding customer needs Better customer service Building customer loyalty

Drawbacks Of CRM
Lack of commitment Poor communication Weak leadership Complete solution

Stages In CRM
Stage 1 - Collecting information Stage 2 - Storing information Stage 3 - Accessing information Stage 4 - Analysing customer behaviour Stage 5 - Marketing more effectively Stage 6 - Enhancing the customer experience

CRM Solution Providers

Implementation of CRM

Case Study
DHL Canon Tata Motors Aviva

Canon and CRM
Canon needed a comprehensive customer database that could be made available to front office personnel. It purchased and implemented a Siebel CRM package, which implemented a Call Center CRM strategy in the sales department, among other things. Information that was stored for a period of 15 years was used in an attempt to achieve customer satisfaction. Canon had 2200 users involved in its implementation. Overall improvement was seen in three main areas – Call Center, Sales and Service.

DHL and CRM
DHL Global Mail needed a CRM solution that could cater to a global network and ultimately provide a holistic view of the customer right across the globe. DHL used Salesforce.com as its CRM platform in the dispatch and delivery of parcels, and business post etc. The CRM suite was installed simultaneously around the globe within six months and integrated with the existing systems to ensure data centralisation. It achieved an integrated approach to the customer worldwide and a single view of the customer as well.

Tata Motors and CRM
Tata Motors was looking for real-time availability of customer and product data from its entire dealer network, faster response to customer requests, increased productivity and revenue generation, and a system that would give it a 360-degree view of customers across all possible touch points. The solution jointly deployed by Oracle, SAP and IBM had been implemented in phases since 2003. The on-line CRM initiative now supports over 15,000 users, within the company and among its channel partners in India and abroad, to conduct all customer-facing transactions. Besides achieving the above objectives, the CRM package also helped in leveraging data to improve customer interactions and streamline product development and planning, which has helped Tata motors provide additional value-added services to customers.

Aviva and CRM
Aviva decided to implement a CRM suite even before it commenced its Indian operations. The idea was to have a better interface with customers. It also wanted to integrate its customer-facing departments. It picked Talisma from among four vendors after a stringent evaluation exercise. Aviva took six months to implement the e-CRM suite. It implemented all the e-CRM modules except for the chat module. Today there are 450 users of the e-CRM suite at the company. The e-CRM implementation enabled Aviva to tap the potential of the Indian insurance market by tailoring its products and services, and quickly analysing and adjusting its marketing initiatives

Bibliography
CRM Infoline – www.crminfoline.com ‘Basics of CRM’ By Amal Krishna Biswas Gartner, Inc., ‘Commonly Deployed CRM Application Vendors in 2006’ (Report)

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