Pre-requisites for implementation of CRM

Customer focused work practices

and organizational-systems

Production/Operations Accounts and Finance

Continuous
Re-engineering
to focus on
Logistics Dynamic Human Resource
Customer
Environment

Sales and Distribution Purchasing

After sale service

 Re-defining attitudes and performance
evaluation criteria for all functions

Existing Myths Raising the

Performance bar

Existing Skill set Motivation and

Acceptance of Incentives
Change
Training New
responsibilities
and
Elevation to new accountability
Skill levels

Management
objectives
• Evaluation criteria for all functions - Concept of Key
Customers, their analysis and management strategies
Target Marketing
(Key customer)

Geography or Preferred sales Tenure

regionality channel

Psychographics Profitability Life time value

Firmographics Number of Products Household

demographics

Infographics Sales territory Risk score

Privacy
Life stage
preferences
Dividing the key customer
Early Adopters Pragmatists Skeptics
Laggards
Segment
Most likely to buy
Await mass
Newly offered Will purchase new Only purchase Acceptance of
Products and Products after If value is proven. Product prior to
Services. Value Is well Chances increase Purchase. Not
Especially understood. With rebates Likely to respond
attracted Might need to see or money back To new
To technology The product in guarantees promotions
innovation action

Percentage of
customers 11 46 28 15
 CRM and Marketing

Customer profitability
Cross selling
and value modeling

Up-Selling Channel optimization

Customer
retention Personalization

Behaviour
prediction Event based marketing

Customer Privacy /
Customer Security
 CRM and Customer Service

The Call center and

Customer care Customer service checklist

Choose your technologies

Call center and Automation Optimally
Equip CSR’s to win
Call routing Establish process for
(CTI, IVR, CSR) Call center staff
Outbound/Inbound Develop success metrics
Web-based Address the issue of
Self-service Service recovery
Customer Train the CSR’s properly
Satisfaction
Measurement Share key learning's

Call scripting Create corporate

personality
Cyber agents
Workforce
management
 Uses of e-CRM

Product Information Customer contact

Customer record Lead generation

maintenance

Customer account Conversations track

Activity (CRM) record

management
 Sales Force Automation

Sales Process /
Lead Management
Activity Management

Sales and Territory Configuration support

Management

Contact Management Knowledge Management