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8/8/2019 Final Crm Project
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Customer Relationship ManagementCustomer Relationship Management
Presentation By:
Priti JainMonali Sarda
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AgendaWhat is CRM?
History of CRMComponents of CRM
How CRM can be used??
Aspects of CRM
Approaches of CRMStages of CRM
Principles of CRM
Benefits of CRM
Drawbacks of CRM
What is market share and revenue?
Future CRM Trends and revenue.
CRM solution Provider
Case Study: Companies which have Implemented CRM
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Wh at is CRM
An integrated approach
to identifying, acquiring andmaintaining customers siebel.com .Broadly recognized, widely-implemented strategy formanaging and nurturing a company s interactions wit h customers, clients and sales prospects - W ikipedia
Term applied to processes implemented by a company toh andle contact wit h its customers.It s a software-based approac h to h andling customerrelations h ips.Overall Goal Find, attract and win new clients, retain andnurture existing ones and reduce t h e cost of marketing andclient service.
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Wh at is CRM?
CRM (Customer Relations h ip Management) are t h e conceptsused by organizations to manage t h eir relations h ips wit h customers.CRM software is used to support t h ese processes.From t h e outside, customers interacting wit h a companyperceive t h e business as a single entity.CRM h elps a company unify its customer interactions andprovide a means to track customer information.
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BackOffice
Partner
Customer
Information
Analytics
Marketing
Web
Call Center
Field
Customers
Wh at is CRM?
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H istory of CRM
1980s Database Marketing Emerges1980s Database Marketing h elped largerorganizations rat h er t h an smaller organizations.1990s CRM appears as a two way communicationdevice2000s Internet age CRM revolution CRM expandsfrom stagnant storage to ready to use informationstorage2000s Used most frequently in financial services, h igh tec h corporations and telecommunications industry.
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Components of CRM
CRMInformation
(Raw Material)
Process
( Products)Technology
(Processing Tools)
People
( Power Supply)
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Aspects of CRM
Front office operations
Back office operations
Business relations h ips
Analysis
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App roaches to CRM App roaches to CRM
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Approac h es to CRM
Th ere are several different approac h es to CRM, wit h different software packages focusing on differentaspects :
Operational CRM
Analytical CRM
Collaborative CRM
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Operational CRM
Gives support to Front Office business process (e.g. sales,marketing etc)
Any interaction wit h customers is stored in customers contacth istories, w h ich th e staff can retrieve as necessaryGives staff access to important information about t h ecustomer, eliminating need for individually obtaining it fromth e customer
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Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes:Designing and executing targeted marketing campaigns.Analysing customer be h avior in order to make decisionsrelating to products and services (e.g. pricing, productdevelopment).Management information system (e.g. financial forecastingand customer profitability analysis).
Analytical CRM generally makes h eavy use of data mining.
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Collaborative CRM
H elps unify information t h at is collected t h roug h various departmentsinteraction wit h customers
Goal is to use information collected by all departments to reduce costsand improve t h e quality of services provided by t h e company
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S tages In CRM
Collectinginformation
Stage 1
Storinginformation
Stage 2Accessinginformation
Stage 3Analyzingcustomerbehaviour
S tage 4 Marketingmoreeffectively
S tage 5Enhancingthecustomerexperience
S tage 6
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P rinciples of CRM
Treat Customer Individually
Acquire and Retain CustomerLoyalty t h roug h P ersonal
Relations h ip
Select Good Customer instead of Bad Customer based on Lifetime
Value
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Benefits of Implementing CRM
Attracting new customersQuicker and more efficient response to customer leads and
customer informationS implification of marketing and sales processesUnderstanding customer needsBetter customer service
Building customer loyalty
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Drawbacks of CRM
Lack of commitment
P oor communication
W eak leaders h ip
Complete solution
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Main H indrance in CRM
ImplementationCost factors : Complete t h ird part CRM solutions (allmodules) can be afforded only by very few companies.Technology (used by many of t h e companies implementing
CRM) ish
eavily dependent upon th
e penetration of telecommunications w h ich is very low in India.Lack of available databases of customers w h ich form acrucial part of CRM Solutions.
h ttp://www.som.iitb.ac.in:8080/bitsurvey/uploaded_documents/ICT_ P ilot.pdf
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Market S h are & Revenue
Vendor Revenue
SA
P2055
Oracle 1475
Salesforce.com 965
Microsoft 581
Amdocs 451Oth ers 3627
Totals 9147
22.5
16.1
10.66.4
4.9
39.6
SAP
Oracle
Salesforce.com
Microsoft
Amdocs
Ot h ers
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Future CRM TrendsTh e market for customer relations h ip management (CRM) inIndia is expected to grow at a compounded annual rate of 40per cent eac h year.Th e CRM services market was expected to grow even fasterat a rate of 53 per year.Aligning products, services and contractual agreements toenable customer business imperatives of h igh er clientacquisition, retention and satisfaction.
CRM projects are no longer viewed as stand-aloneimplementations but are now being increasingly pursued incontext of larger business objectives and core strategicagendas .
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CRM Solution P roviders
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Examples
Th e CRM enabled companies include :
Major Telecom CompaniesBanking and Insurance ServicesTVS ElectronicsCannon IndiaHP IndiaCarrier Refrigeration
P lanet MDell India
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Im p lem entation of CRMIm p lem entation of CRM
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Canon and CRM
Canon needed a compre h ensive customer database t h at could bemade available to front office personnel
It purc h ased and implemented a S iebel CRM package, w h ich implemented a Call Center CRM strategy in t h e salesdepartment, among ot h er t h ings
Information t h at was stored for a period of 15 years was used in anattempt to ac h ieve customer satisfaction. Canon h ad 2200 usersinvolved in its implementation
Overall improvement was seen in t h ree main areas CallCenter, Sales and Service
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DH L and CRM
DH L Global Mail needed a CRM solution t h at could cater to a globalnetwork and ultimately provide a h olistic view of t h e customer rig h tacross t h e globe
DH L used Salesforce.com as its CRM platform in t h e dispatc h anddelivery of parcels, and business post etc
Th e CRM suite was installed simultaneously around t h e globe wit h insix mont h s and integrated wit h th e existing systems to ensure datacentralization
It ac h ieved an integrated approac h to t h e customer worldwide and asingle view of t h e customer as well
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Tata Motors and CRM
Tata Motors was looking for real-time availability of customer andproduct data from its entire dealer network, faster response tocustomer requests, increased productivity and revenuegeneration, and a system t h at would give it a 360-degree view of customers across all possible touc h points
Th
e solution jointly deployed by Oracle,SA
Pand IBM
had beenimplemented in p h ases since 2003
Th e on-line CRM initiative now supports over 15,000 users, wit h inth e company and among its c h annel partners in India and abroad, toconduct all customer-facing transactions
Besides ac h ieving t h e above objectives, t h e CRM package alsoh elped in leveraging data to improve customer interactions andstreamline product development and planning, w h ich h as h elpedTata motors provide additional value-added services to customers.
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Aviva and CRM
Aviva decided to implement a CRM suite even before it commencedits Indian operations. T h e idea was to h ave a better interface wit h customers. It also wanted to integrate its customer-facingdepartments
It picked Talisma from among four vendors after a stringentevaluation exercise
Aviva took six mont h s to implement t h e e-CRM suite. Itimplemented all t h e e-CRM modules except for t h e c h at module.Today t h ere are 450 users of t h e e-CRM suite at t h e company
Th e e-CRM implementation enabled Aviva to tap t h e potential of th e Indian insurance market by tailoring its products andservices, and quickly analyzing and adjusting its marketinginitiatives
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Conclusion
.
CRM system
shave greatlysim p lifiedcusto m er handling
across m any
industrysectors
. It enables allar m s of an
organization toaccess and
analyzedetailed
infor m ation
It gives better understanding
of individualroles, and thecusto m ers toofeel i m portant
when being
catered toprofessionally
In short, it¶s awin-win
situation for allinvolved
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