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Bill Gates
Customer Relationship Management


The use of information-
enabled systems for
enhancing individual
customer relationships
to ensure long-term
customer loyalty and

In business you get what you want by giving other people what
they want. -Alice MacDougall
Evolution of CRM..
Initially door-to-door salesforce to approach
the customers
Mass marketing replaced the intimacy of
direct sales force
Targeted marketing evolved. Direct mail and
Customer Relationship Management is the
latest, supported by technology
What is CRM?
An integrated approach to identifying, acquiring and
maintaining customers
Allows companies to coordinate their approach across
channels, departments and also geographically
How is VALUE created?
Identify the needs in the marketplace
Find out which needs the organization can profitably serve
Design goods and services that meet those needs
Developing a marketing mix that will convert potential
customers into actual customers
Providing for the necessary service and follow-up after the

Konosuke Matshushita is the Founder
of Panasonic

CRM leads to...
Identifying prospects and helps them become customers.

Closing sales more effectively and efficiently.

Allowing customers to perform business transactions quickly
and easily.

Providing better service and support following a sale.

Which = Customer Service!!
Satisfied customers pay off

Customer Service
Helps make call centers more efficient
Aids in cross and up selling products.

Cross Selling: Provide additional products/services.
Up Selling: Upgrade existing products/services.

Helps sales staff close deals faster.

Simplifies marketing and sales processes

Allows companies to discover new customers
Know everything you
need about your
customers and
Improve your
Identify and target the
right people.
Manage efficiently your
commercial activity.

Transaction vs. Relationship Marketing

Transaction to Relationship Marketing


Emphasis on all
marketing domains and
customer retention
Emphasis on customer
Functionally based
based marketing
CRM objectives
To simplify marketing and sales process
To make call centers more efficient
To provide better customer service
To discover new customers and increase
customer revenue
To cross sell products more effectively

Benefits of CRM implementation

More effective reach and marketing

Improved customer service and support

Improved response time to customer
requests for information

Enhanced customer loyalty

Improved ability to meet customer

Improved quality communication and

Reduced costs of buying and using
product and services

Better stand against global competition

Develop better communication channels

Collect customer related data

Create detailed profiles of individual

Increased customer satisfaction

Access to customer account history,
order information, and customer
information at all touch points

Identify new selling opportunities
Increased market share and profit margin
Increased revenues
Is CRM New?
Simply an extension of
relationship marketing
Builds on customer
service and satisfaction
Just the latest buzzword
for creating customer
Bottom-line is still the

A shift in corporate
philosophy concerning the
approach to value delivery
approach to value chain
New and technology-
enhanced processes
Focus is not just on
bottom-line, but on top-
Goal is to create satisfying
experiences across all
customer contact points
Make a customer, not a sale.
-Katherine Barchetti
rise of the internet and
eCRM has boosted the
options for self-service

Developing customer-
centric strategies
subset of eCRM
Mobile CRM (mCRM)
personal direct
connection with
high and quality
Different levels of eCRM

Foundational services:
This includes the minimum necessary services such
as web site effectiveness and responsiveness as well
as order fulfillment.
Customer-centered services:
These services include order tracking, product
configuration and customization as well as
Value-added services:
These are extra services such as online auctions and
online training and education

"services that aim at nurturing customer
relationships, acquiring or maintaining
customers, support marketing, sales or
services processes, and use wireless networks
as the medium of delivery to the customers
Steps to successful m CRM
Step 1 - Needs analysis phase: This is the point to take your
times and understand all the technical needs and desires
for each of the users and stakeholders.
Step 2 Mobile design phase: This is the next critical phase
that will show all the technical concerns that need to be
addressed. A few main things to consider are screen size,
device storage and security.
Step 3 Mobile application testing phase: This step is mostly
to ensure that the users and stakeholders all approve of the
new system.
Step 4 Rollout phase: This is when the new system is
implemented but also when training on the final product is
done with all users.

No. 5 in India
Sage Software India is a subsidiary of Sage
Group and has over 1000 customers in India
for its ERP, CRM and Payroll products. The
company offers its expertise across wide range
of platforms such as Trading and Distribution,
Manufacturing, Services, IT/ITES, Financial
Services, Media, Travel & Hospitality and
Professional Services.
No. 4 in India is considered as the pioneers in
global CRM marketing, and in 2010 they recorded a
42 % Indian CRM market growth compared to its
overall Asia Pacific development.
The Salesforce customer base includes some of the
best Indian companies like AdGlobal360, Bajaj Auto
Finance, Godrej Properties, GVK Biosciences Private
Limited, Infotech Enterprises Limited, Microland
Limited, and Y-AXIS Overseas Career.
No.3 in India
Over 1 million CRM users worldwide,
Microsoft Dynamics is the fastest growing
CRM suite till date. According to certain
researches and reports, Microsoft and its CRM
suite is quickly evolving itself to a global and
India leader in terms of market and sale
No.2 in India
SAP CRM is Customer Relationship Management
(CRM) software from SAP AG that targets
business software requirements of midsize and
large organizations in all industries and sectors

The software suite has got a broad customer base
in India. Some of the key market areas include
Auto, Oil & Gas, Telecom and Engineering. Also
SAP is the first enterprise solutions vendor to
cross 1000 customer mark in India.

No.1 in India
Oracle launched its first operations in India in
August 1993 with less than ten people. Just
one year later it became the first major U.S.
software company to create an India
Development Center in Bangalore. The center
was designed mainly to support the product
development strategy for global markets