Understanding

Customer
Relationships
Apprentices:
Edwin Barbosa
Marly Beltran
Laura Segura
Introduction to C R M
 Strategic C R M

Strategic CRM is focused upon the development of a customer-centric business culture

dedicated to winning and keeping customers by creating and delivering value better than
competitors. The culture is reflected in leadership behaviours, the design of formal systems
of the company, and the myths and stories that are created within the firm.

Many businesses claim to be customer-centric, customer-led,

customerfocused or customer-oriented but few are. Indeed there
can be very few companies of any size that do not claim that
they are on a mission to satisfy customer requirements
profitably.
Customer-centricity competes with other business logics. Kotler
identifies three other major business orientations: product,
production and selling
Product-oriented businesses
believe that customers choose
products with the best quality,
performance, design or features
A customer or market-oriented
company shares a set of beliefs
about putting the customer first
Production-oriented businesses
1. 2. focus on operational excellence
3. Sales-oriented businesses make
3. 4, the assumption that if they
invest enough in advertising,
selling, public relations (PR)
and sales promotion, customers
will be persuaded to buy
 The Operational C R M
Automate business processes with CRM (Customer relationship management) software applications, make
marketing and sales functions automatic. Among the existing CRMs, there are several models that organize these
automation systems and have their own methods and techniques to gather and organize information, among them
are:
 Marketing automation Campaign management

In multi-channel environments,
Marketing automation applies
campaign management is challenging
technology to marketing processes
and uses multiple transactional
that allow specialists to use
channels such as independent stores,
customer-related data to develop
department stores, websites, shopping
and execute specific offers.
catalogs, catalog stores, and television
shopping channels.
Event-based marketing
Event-based marketing refers to an
event that triggers communication
and offer.
Event-based campaigns are
initiated by customer behaviors
or certain conditions. A call to
a contact center is an example
of a customer-initiated event.
When a customer performs a
certain action, it can count as an
event that can trigger an offer
created to keep them loyal.
Real time marketing
Real-time marketing, combining predictive
modeling and automatic workflow, allows
companies to make relevant offers to
customers while interacting with certain
technologies. As consumers sharing more
data with businesses improves the ability of
the business to analyze that data,
 Online Marketing
Online marketing is increasingly
taking place in real time. The choices
that customers make when browsing
the Web, the queries they make and
their profile allow companies to
predict which products and services
will be most attractive to them:
Sales force automation
The process can be broken down into
a series of stages, such as lead
generation, lead qualification, prospect
development, needs identification,
specification development, proposal
generation, proposal submission,
objection handling, and sale closing.
 Automation of sales
activities
Automation of sales activities is often linked to efforts to improve and standardize
the sales process and allow sales team members and management to adopt a
standardized view of the sales cycle and a common language for discussion of
sales. sales topics.
users identify and progress sales opportunities from lead status to closing and
beyond, into after-sales support.
Analytical C R M
 Defining C R M

However, we have the ability to detect a sequence of core CRM attributes and integrate them into a definition that
underpins the rest of this book. CRM is a “core business strategy” that aims to “create and cost target consumers
with a benefit ”.CRM 'integrates internal processes and functionalities.
The input to the "data involved
with the customer" enables the
sales, marketing and service
functionalities to be aware of the
collaborations of the others with
the consumers. In addition, the
back office functionalities, such
as operations and finances, They
have the possibility to learn and
give data involved with the
buyer.
 Models of C R M

Suppliers, partners and employees create and deliver proposals to acquire

potential customers and enable the CRM effectively and efficiently.

■ Supporting conditions (profitability)

● Leadership and culture
● Data and information technology
● People
● Processes
Model Map CRM
THANKS