Implementation of CRM V.2

CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
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What is CRM?
 CRM stands for Customer Relationship
Management.
 It's a technology used to manage
interactions with customers and potential
customers.
 A CRM system helps organizations build
customer relationships and streamline
processes so they can increase sales,
improve customer service, and increase
profitability.
 CRM is the engine that drives customer
trust and builds stronger customer
relationships.
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CRM Team (Ghazi Brothers)
CRM Philosophy
• The CRM philosophy is simple:
• Put the customer first.
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What is Current need of CRM?
• Measure team performance
• Boost customer satisfaction
• Increase customer retention
• First Contact Resolution
• Customer profiling Management
• Customer preferences
• Anywhere, anytime mobile access
• Real-time data
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Automates Customer Facing Business
Processes
• Companies have business-facing processes and customer-facing
processes.
• Business-facing processes are those which make the business run more
efficiently such as budgeting and planning
• Customer-facing processes include sales, marketing and customer
service.
• A CRM strategy focuses primarily on the customer-facing processes and
makes them better in terms of meeting the needs of the customer.
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Key benefits of CRM & ERP integration
• A 360-degree view of your customer

• Better access to critical information
• Streamline business processes
• One window solution
• Activities against each modules
• Assignment and notes against each modules
• Individual users' dashboards and Reports
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Restructuring Modules
The following table explains what is included in 1st phase of this process:
Sales & Marketing Customer Services Receivables
1. Customer Profiling 1. Collection Activity
2. Contact Management Management
3. Account Management
4. Lead management
5. Opportunity management
6. Activity management
7. Quote Management
8. Service tracking
9. Escalation/prioritization
10.Account inquiries
11.Complaint Management
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Customer Management and Service
Improvement
• Improve response time

• Reduce waiting time
• Monitor departmental activities in one window
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Lead Management
What is a Lead
In simple terms, a lead is an individual or organization with an interest
in what you are selling. The interest is expressed by sharing contact
information, like an email ID, a phone number, or even a social media
handle.
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How CRM Helps in Lead Management?
Challenges
• Un documented
• Missed Follow-ups
Resolutions
• Lead Capture
• Lead Qualification
• Lead Distribution
• Lead Nurturing
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Lead Process in CRM
• There’s an entire process before a lead becomes a customer.
• You need to identify a lead, then qualify it and only then convert
the lead into a sale.
• Additional Features
– Lead source
– Competitors' listing
Lead Opportunity Quote Sales
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Opportunity
• A sales opportunity is a contact or an account which has been
qualified the sales lead. This person has entered your Circle of
Prospect buyer and expected committed to working with us.
Functions
• Generate through Lead or directly generate for existing / New
Customers
• Mentioned items with Qty., rates & Discount
• Sales team and Stakeholders mentioned with role of the person
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Sales Quotation
A possibility to sell products and services to a qualified customer.
It is a document which submitted usually in response to a request for
quotation by potential supplier with terms and conditions.
Features
 generate through Opportunity or directly generate quotes
 Quotation shall directly send through CRM to Customer
 Approvals from Sales head / Management shall be made in extra offer /
discounts
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Customer Account Management
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Customer Account Process
• It generates as Prospect Customer

• Prospects also generate through lead form
• Prospect converts to Customer when fulfil
mandatory requirements
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Customer Address Management
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Customer Contact Management
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Customer Complaint Management
• promotes and increase values feedback and works to

improve performance, systems and services.
• It Ensure feedback, suggestions and complaints are

managed effectively, fairly, confidentially and objectively
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Standard Process
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Address the complaint
• Call : +92 21 3485 3004-5

• Email: customerservices@ghazibrothers.com.pk
• Fax: +92 21 3413 3155
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Pre-Requisites to Address Complaint
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Investigation Responsibility
Responsible Responsibility Activity
Snr. Customer Establish and To generate, Monitor and Closed ticket of

Service Officer manage Inquiry/Complain in System
Investigation and To investigate inter department and feedback to Snr.

Assigned users
Feedback CSO against ticket of Inquiry/Complaint
Customer Service On the conclusion of case by Snr. CSO for further

Manager/Asst. Review concluded, if needed get feedback from
Manager Management
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Case Generate through Order
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Types of Case
• Inquiries
• Complaints
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Association of Case
Lead
Opportunity
Quotation
Customer
Sales Order
Return Order
Transfer Order
Loan Order
Sales Invoice
Return Invoice
Products / Item
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Department wise
Case Category / Sub-Category
Category Sub category Department
Ordering
Incorrect order Customer Service
Delayed Order Process Customer Service
Dispatching
Printing and Labeling Quality
Dispensing Quality
Damage in Delivery Logistics
Delayed Delivery Logistics
Inspection Issue Quality
Invoice
Incorrect Product Customer Service
Discount/Rate Issue Customer Service
Invoice not received Accounts
Payment
Terms of Payment Accounts
Ledger Reconciliation Accounts
Marketing
Product packaging Quality
Non satisfactory in consumption Marketing
Product Quality Quality
Sales Support
Customer Visits Sales Support
Others
un identifiable Customer Sales Support
Disputes on delivery Logistics
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Escalation Matrix
Case Respondents
Escalation Matrix
Deal for Branch/Customer
Department Group/Division Sub Catgegory
Escalation 1 Escalation 1 Escalation 2 Escalation 2 Timeline Escalation 3 Escalation 3
Timeline Timeline
Dispatch Dept KHO/HDC (All Distributor) Invoice Issues Dispatch Officer 8 Hrs Snr. Accountant 8 Hrs Snr. Asst. Manager Accounts and 16 Hrs
Finance - Receivable
Snr. Asst. Manager Accounts and

Accounts KHO/HDC as per Department Snr. Accounts Officer 8 Hrs Snr. Accountant 8 Hrs 16 Hrs
Finance - Receivable
Sales Support AHD as per Department BSC 4 Hrs Snr. CSO - S 4 Hrs AM CS 4 Hrs
Marketing AHD as per Department Relevant Product Manager 8 Hrs Product Manager 8 Hrs Snr. CSO - S 4 Hrs
Logistics AHDC / KCC as per Department Logistics Officer 1.5 Hrs Manager Logistics 1.5 Hrs Operations Officer S 4 Hrs
Logistics KDC as per Department Logistics Officer 1.5 Hrs Manager Logistics 1.5 Hrs Operations Officer S 4 Hrs
Quality AHDC / KCC as per Department QA Officer 4 Hrs Manager Logistics 4 Hrs Asst. Manager RA & QA -S 4 Hrs
Quality KDC as per Department QA Officer 4 Hrs Manager Logistics 4 Hrs Asst. Manager RA & QA -S 4 Hrs
Customer Service KHO / IDC / GDC as per Department Snr. Officer CS - S 2 Hrs Asst. Manager CS 2 Hrs Manager CS 2 Hrs
Customer Service LDC / FDC / MDC as per Department Snr. Officer CS - N 2 Hrs Asst. Manager CS 2 Hrs Manager CS 2 Hrs
Logistics All DC's 3rd Party Courier Logistics Officer 2 Hrs Manager Logistics 2 Hrs Operations Officer S 4 Hrs
(M&P)
3rd Party Courier

Logistics All DC's Logistics Officer 2 Hrs Branch Manager 2 Hrs Operations Officer N 4 Hrs
(Except M&P))
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Benefit of Collection Responsible Activity
in CRM
• To improve and enhance level of collection achievement

vs target.
• Cross company issue resolution against each customer or
in whole.
• Automation of tasks assigned.
• Improved analytical data and reporting.
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What is the difference between Collection
Responsible & Collection Agent
 COLLECTION RESPONSIBLE:
 Collection Responsible to take follow-up of payment from our
valued customers unless payment is received.
 COLLECTION AGENT:
 Collection agents are responsible to collect payments from our
valued customers.
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Collection Responsible Activity
FeedbackTask
updateCollection
inMeeting
FeedbackCRM
Allocate byand
To Responsible
Arranged
activity
Collection
RO by email Closed by ARD.
Responsible
Tag
data Activity
collection
will Generate in CRM &
Responsible Name inthe
be synchronization through auto email
Invoice wiseby CRM ERP Module
(Collection
Job Process from to CRM.
in ERP)
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Questions & Answers
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For Comments & Feedback, write us on:
businesssolutions@ghazibrothers.com.pk
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Implementation of CRM V.2

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Implementation of CRM V.2

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CUSTOMER RELATIONSHIP

• Put the customer first.

• A 360-degree view of your customer

• Improve response time

Lead Opportunity Quote Sales

• It generates as Prospect Customer

• promotes and increase values feedback and works to

• It Ensure feedback, suggestions and complaints are

• Call : +92 21 3485 3004-5

Snr. Customer Establish and To generate, Monitor and Closed ticket of

Investigation and To investigate inter department and feedback to Snr.

Customer Service On the conclusion of case by Snr. CSO for further

Snr. Asst. Manager Accounts and

3rd Party Courier

• To improve and enhance level of collection achievement

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