C R MCUSTOMER RELATIONSHIP MANAGEMENT

INTRODUCTION The CRM is a strategy which helps employees of an

organization to analyze customer information and get to know their customers better. With knowledge of their customers they can serve them better.

EmployeeAttitude

Customer Attitude

Business Results

Competition Risk

Innovative Ideas Technology

Business Performance

DEFINITION “An integrated effort to identify, maintain, and build up a

network with individual consumers and to continuously strengthen the network for the mutual benefit of both sides, through interactive, individualized and value added contacts over a long period of time”-by Shani and Chalasani (1992) .

IMPEMENTATION OF CRM

CRM PEOPLE

Customer Segments

Users

Suppliers

4 PRINCIPLES BEHIND CRM

Customer Centricity Various Clients Long-Term Process Customer Life Value

STRATEGIES OF CRM

ASPECTS OF CRM

1. Active CRM

2. Operational CRM

3. Collaboration CRM

4. Analytical CRM

ACTIVE CRM

• centralized database• Ordering the information• All ways putting information in a right place

OPERATIONAL CRM Support of Customer

processes Involving sales

and Service agents

COLLABORATION Interactions

between the depart-

ments. Discusses the

progress

ANALYTICAL CRM Analyses what’s happening Making the steps to reach

the customer

TYPES OF CRM TAINING

BENEFITS OF CRM

Provides better Customer Service Increase Customer Revenues Discover new Customers Simplify Marketing and Sales Process Helps to develop better communication channel Facilitates cross-selling and up-selling Track the customer contacts

CRM FAILURES Implementation costs Fail to Meet Expectations Initiatives driven by technology Poorly implemented Lack of communication b/w everyone in customer

relationship chain Technology being implemented without proper support Lack of training to the staff

CRM PROVIDERS

CASE STUDY The hotel industry uses technology

Develop sophisticated websites

To enable online booking

To collect information

To use the data they have collected to offer loyalty packages to profitable customers.

CONCLUSION

The Organization is turning to Develop

By giving a hand to get success

Giving value to Customers

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