Customer Relationship

Management
 What is CRM???
• CRM stands for Customer Relationship Management. It
is a process or methodology used to learn more about
customers' needs and behaviors in order to develop
stronger relationships with them.

• CRM helps in creating , maintaining and flourishing

relations with customers.

• CRM helps a company unify its customer interactions

and provide a means to track customer information.
 CRM Approaches..
Front Office
Operations
(sales,
marketing,
service etc)
Interaction With Operational
Customers
(email, letters,
phone,
meetings, fax
etc)
Collaborative Analytical
Enhance
Company
Relationship
with Customer
 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.

• Sales Force Automation.

 Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes:

• Designing and executing targeted marketing campaigns.

• Analyzing customer behavior in order to make decisions relating to

products and services (e.g. pricing, product development).

• Helps in 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’.
• Ensures proper communication with
customers.
• Main goal is to reduce costs and improve the
quality of services.
 E-CRM:: The Need..
 Attracting New Customers.
 Retaining Profitable Customers.

 Meeting the global business

requirements.
 Getting more business from
existing customers.
 CRM Modules
• Direct Marketing Module.

• CRM Sales Management Module.

• Call Centre Module.

• Helpdesk Module.

• Campaign Management.

• Customer Profiling.
 CRM Benefits
• 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
CRM Solution Providers..
AVIVA CRM Implementation..
• 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 analyzing and adjusting its marketing
initiatives
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 centralization

• It achieved an integrated approach to the customer

worldwide and a single view of the customer as well
 CRM Pitfalls..
• High investment required for implementation.

• Highly knowledge requiring process.

• Results are not always as per the expectations.

• Some organizational functions

like marketing & finance are
reluctant to adopt new systems.
“Winning back a lost customer can cost up to 50-
100 times as much as keeping a current one
satisfied.” – Rob Yanker (McKinsey & Company)