CUSTOMER

RELATIONSHIP MGMT
 Have it your way….
 Burger King…way back in 1970s

 Cost reduction methods insufficient… what

more to offer?
 Definition:

The infrastructure that enables the

delineation of and increase in customer
value , and the correct means by which to
motivate valuable customers to remain
loyal – indeed, to buy again.
 Thus, maximising existing customer
relationships….

 Has the potential to change a customer’s

relationship with the company and
increase revenues in the bargain
 It’s a business philosophy.
 We want to thoroughly understand our
customer’s needs– even before they know
it themselves..
 Decreasing customer churn by increasing
customer satisfaction
 we want to attract customers- both old and
new- through more personalised
communication.
 CRM helps companies get to know their
customers well enough to understand….

Which ones to keep…………..

And which ones they should be willing to

lose
CRM , thus, means automating the business
processes and accompanying analysis
and saving precious time in the bargain.
 If customers purchased only what they
needed, economy would collapse…
 Consumers are fickle and cynical.

 Therefore, customer loyalty at any cost –

even if we do not see a return of
investment.
 TERRORISTS…..
Cricket matches and advertisements…

“I’m sure you are getting millions of thank

you letters from people who have been
lied to, hung up on, over-billed,
underserviced,and treated like cattle on
the way to the slaughter house”
 CRM –goal is to recognise and treat each
customer as an individual.

 Viral marketing.

 Virgin atlantic…. Thank you for your

business.
 VIRGIN ATLANTIC
 “OWNING THE CUSTOMER
EXPERIENCE”

 Should surmise the customer’s unspoken

needs.

 Should humanize their purchase requests

or complaints
 INTERNET.
 Encouraged price wars…
 Made access for customers towards online
traders easier
 Interaction increased
 Simplified bidirectional communication
 Real time information
 24 hr access
 Online customer support
 Paints, blinds….
 CRM…
 OPERATIONAL

 ANALYTICAL
 OPERATIONAL CRM
 Front office crm

 Generates touchpoints
 ANALYTICAL CRM
 Back office crm

 Technology oriented
 Data warehousing

 Data mining

 Business intelligence

How the process began………

Mass marketing
-- direct marketing
Segmentation
Targeting
--- refined marketing campaigns
Product orientation
Customer orientation
---relationship marketing
RELATIONSHIP MARKETING.
..you will not be trying to sell a single
product to as many customers as possible.
Instead, you will be trying to sell a single
customer as many products as possible –
over a long period of time, and across
different product lines. To do this, you will
need to concentrate on building unique
relationships with individual customers , on
a 1:1 basis .
 Permission marketing

 Linear marketing campaign

 Closed loop marketing campaign

 CRM MARKETING INITIATIVES
 Cross selling and up selling

 Customer retention

 Behaviour prediction

 Channel optimisation

 personalisation
 DANGERS…
 Privacy is sabotaged…

 Customers are harassed in the name of

‘building’ relationships…

 Finally its behaviour that counts.

 Gather data on customer

Helps build Convert into

stronger information to
customer Objective: build customer value differentiate
relationships ( revenue, profitability & satisfaction) customers

Use this information to

customise, communicate and
interact
PHEW….. THE END.!!!!!