Academic year 2017-2018

II year III Semester

Prepared and presented by,

N. Ganesha Pandian,
Assistant
professor,
Madurai School of management.
 What is Strategic CRM?
 CRM is a business strategy whose outcomes optimize
profitability, revenue and customer satisfaction by
implementing customer-centric processes.
 When developing a CRM strategy, it‘s important to
identify all of the functional areas of your business
that touch your Customers or Prospects, and then
develop and document the business processes that
you will use to manage those touch points.
 Help better understand the needs of every
individual customer
 Reduce customer churn - eg: lower selling
costs
 Increase leads - eg: referrals
 Increase revenue per customer - eg: cross
sell, upsell
 Help deliver a consistent experience every
time
People
 Communicate vision
 Recognise customer-centric behaviour
 Train staff on Customer Service and customer dispute resolution
 Make customers front and centre for all key business decisions
 Measure and report

-Surveys (written or face to face)

-Social media monitoring

-Mystery Shopping

- Management involved with Customer

Processes
 Lead management

 Sales Pipeline management

-Call back responses

 Accounts Management
 Record account specifics and all account interactions across the
organisation
 Customer care program
 -Case management
 Dispute recognition
 Social media management
• Marketing
 -Leverage technology, individual behaviours and context to
drive more personalized marketing and engage prospects
and customers
 Technology
 Implement a CRM System
 Use CRM to cement your process
 Make CRM central source of truth
 Integrate your CRM system
 Content Management System (CMS)
 ecommerce platform
 Marketing Automation software
 Learning Management System
 ERP
 Accounting software
 1. Identify the best customers, and the worst
 2. Distribute value differently to different customers
 3. Compete on scope
 4. Focus on strategic capabilities
 5. Win through customer-centric innovation
 6. Measure customer performance
 7. Unlearn and relearn
 8. Redefine the focus
 9. The new competition
 Planning CRM – Strategies to Success
 CRM (Customer Relationship Management) is the
successful blend of a business strategy and
technology that enables a company to achieve
their goals. The technology provides companies
with ways to keep contact with existing
customers, manage leads
more effectively
measure results more often ,

and business processes. standardize

 Customer-facing level CRM processes
 Customer-oriented CRM processes
 Cross-functional CRM processes
 CRM Macro-level processes
Implementation issues of CRM
 CRM process model
 Implementation issues of CRM
 Exclusivity
 Poor Planning
 Lack of Training
 Wasted Funds
 Defining Clear Objectives
 Appointing a Core CRM
Team
 Defining the Processes
 Managing the Application
 Finding the Right Partner
 Executive Sponsorship
 Project Team Commitment
 Project Manager
 Planning and Business Process Analysis
 Facilitation
 Define Success
 Phased Approach
 Keep it Simple
 Train, Train, Train
 Seven types of CRM applications:
 CRM systems for call centres
 CRM systems for service representatives in the field

 CRM systems for telemarketing

 CRM systems for sales managers in the field (sales managers who
are in direct contact with the client)
 CRM systems for marketing
 Analytic CRM systems for the creation of BI insights and reports
based on a database of client contacts

 CRM systems for servicing partners and clients over the

Internet.
 Analytical CRM comprises the analysis and
systematic evaluation of customer data using
business intelligence functions. The aim is to
filter out the key facts from gathered
information and gain customer knowledge.
 Leads in making more profitable customer base
by providing high value services.
 Helps in retaining profitable customers through
sophisticated analysis and making new customers
that are clones of best of the customers.
 Helps in addressing individual customer‘s needs
and efficiently improving the relationships with
new and existing customers.
 Improves customer satisfaction and loyalty.
 Customer Analytics
 Marketing Analytics
 Sales Analytics
 Service Analytics
 Channel Analytics
 Data Warehousing
 Data Enhancement
 Data Mining, Personalization and Segmentation
 Business Intelligence
 Marketing
 Data Movement, Workflow and Integration into
other CRM Applications
 The operational CRM includes the systematic use
of analytical CRM filtered customer knowledge
within the operational processes. This knowledge
is used, for example, for the assessment and
classification of customers, sales work or
campaign management. The CRM
operational provides thefunctions to do that
this, so groups are specifically approached and
customer
customer loyalty is strengthened.
 Marketing automation
 Sales-force
Automation
 Service Automation
Monet Workforce Management Live was especially
designed for small and medium sized call centers to
meet their specific needs:
 Fast setup within days, avoiding large
implementation projects
 Affordable monthly fees without large upfront
investment
 Easy to use through 100% web interface
 Quick integration with any ACD or PBX for call history
and real time adherence
 Hiring Natural Talent
 Thorough Training
 Smart Scheduling
 Regular Evaluation
 Positive Incentives
 Contact Centre Performance
 Contact Centre Scheduling
 Workforce Management
 Customer Care Solutions
 Recruitment and Retention
Steps to be followed by CRM managers
 Customer relationship managers should know their customer's
needs , wishes and dreams. He or she should be well versed in
the value delivered to customers and the problems customers are
trying to solve.
 The customer relationship manager will not only solve customer
requests but will proactively offer ideas and insights to improve
the customer's issues and challenges.
 The customer relationship manager will follow up on every issue
and ensure complete satisfaction and maximum utilization of the
product or services sold to customers.
 They love data and can explain its complexities
simply in order to drive actionable consumer insight.
 They will be able to own and manage a loyalty
scheme and ongoing campaigns, setting the strategy
in place for revenue benefits through loyalty.
 They will have great marketing communication ideas
 They will communicate well and work closely with
other marketing department players such as email
managers, social media and PR
 Choose the right tool and generate
more sales
 CRM tool for customer data
 CRM for organization
 CRM Tools for Reports
 Using a CRM tool to close sales
  Sage act
 Big contacts  Splendid CRM
 Daylite  Stride
 Infusion soft  Stitch labs
 Insightly  Sugar CRM
 Landslide  Vtiger
 On contact
 Oprius
 Pipeline Deals
 Plaxo