INTRODUCTION

TO
CUSTOMER RELATIONSHIP MANAGEMENT

KHALID BIN MUHAMMAD

Institute of Business Management
 What Is CRM
 CRM is a business strategy directed to understand,
anticipate and respond to the needs of an enterprise's
current and potential customers in order to grow the
relationship value.
 CRM System
 This system is a piece of technology used to organise,
automate and synchronise all of the customer facing
areas within organization: from marketing to sales to
customer service to technical support.
 CRM is about?
 Attracting Customers

 Retaining Customers
 Purpose of CRM
 The focus of CRM is on creating value for the customer
and the company over the longer term.

 When customers value the customer service that they

receive from suppliers, they are less likely to look to
alternative suppliers for their needs .

 CRM enables organisations to gain ‘competitive

advantage’ over competitors that supply similar products
or services
 Why CRM
 Forward View of Business

 Growing Your Business

 Replicating Best Practices

 Doing More with Less

 Risk Management

 Customer Intimacy
 Types of CRM
 There are five types of CRM
1. Analytical CRM
2. Collaborative CRM
3. Operational CRM
4. Geographic CRM
5. Sales Intelligence CRM
 Importance of CRM
 Retaining Customer (Customer Retention)

 Long Term Relationship with Customers.

 Benefits of CRM
 Retaining more & more Customers
 Generation of more profit
 Customer Satisfaction (Recommendation).
 Good will of Brand Increasing. Brand Value Increasing
 Customer Base or database increasing
 More Expansion opportunities
 Better Service to offer
 More variety & promotions
 CRM expansion