Customer Relationship PPT Points

8/6/2019 Customer Relationship PPT Points

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Customer Relationship

Management and IT

2 What is CRM?What is CRM?

CRM is a collective term for processes and strategies regarding individualizedrelationships between enterprises and customers, prospects, and business partners

for marketing, sales and service with the goal of winning new customers, extending

existing customer relationships across the entire customer life cycle, and improving

competitiveness and business success by optimizing the profitability of

individualized customer relationships.

CRM is the integration of sales, marketing, service and support strategy, process,

people and technology to maximize customer acquisition, value, relationships,

retention and loyalty.

3 gWeb

Call Center

Field

PartnerCustomers

Email

W


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5. The Four Aspects of CRMThe Four Aspects of CRM

1. Active CRM: A centralized database for storing data, which can be used to

automate business processes and common tasks.

2. Operational CRM: The automation or support of customer processes involving

sales or service representatives

3. Collaborative CRM: Direct communication with customers not involving sales or

service representatives (self service)

4. Analytical CRM: The analysis of customer data for a broad range of purposes .

Source Wickiepedia

6. Active CRMActive CRM

Centralized Data Store


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Ordering Information Customer details, and Business Prospects all stored in a single

system.

IT department helps in creating new user accounts and maintaining the data store.

Single centralized data store helps to organize data efficiently

Segment

Manage

Track

Analyze

7Active CRMActive CRM

Advantages

Improved Customer Relationships

Automated Business Tasks and Processes.

Targeted Marketing Campaigns.

8. Operational CRMOperational CRM

Operational CRM generally refers to the products,

services and operational capabilities that enable

an organization to take care of its customers


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9. Operational CRMOperational CRM

Customer care is essential to every company

Tens of millions of dollars have been invested, y

et management still cannot say what, if any, b

usiness benefits have resulted from CRM in

itiatives

Many cant even say why they decided to

implement a CRM strategy

10. Goal of Operational CRMGoal of Operational CRM

Should be to integrate people, processes


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and technology using the customers

perspective and expectations as the key

driver.

Generally cuts across many organizational

boundaries, making it high profile

11. Benefits of Operational CRMBenefits of Operational CRM

Drive revenue growth

Reduce costs

Solve p

roblems quicker

Gain a 360-degree view of your customer

while you are interacting with them

12.Collaborative CRMCollaborative CRM

Emphasis on direct Interaction with customers

Internet

Email

Automated phone/ Interactive voice response

Automated self-service type of relationship

Customer interactions are mostly automated.

Information can be directly captured by a CRM system without special formatting

by a middle layer.

13. Collaborative CRMCollaborative CRM

IT department helps design customer interaction methods

IT staff carefully designs web pages and email formats, so data can be directly

entered into the system without reformatting.


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IT staff continuously scans for newer and better ways to automate customer

interaction and data capture.

14. Collaborative CRMCollaborative CRM

Includes Partner Relationship Management

Managing relationships with partners (resellers and distributors)

Objectives

Cost reduction by using automated systems.

Service improvements through efficient consumer response.

Better understanding of customer needs with various departments pooling data

from different sales and communication channels.

15. Analytical CRMAnalytical CRM

Analytical CRM aids the preparation, support, and optimization of customer oriented

decision processes

Goals of Analytical CRM:Analysis of customer behavior to aid product and service

decision making (pricing, new product development)

Management decisions (Financial forecasting, Customer profitability analysis)Design

and execution of specific customer campaigns including customer acquisition, up-

selling, cross-selling, retention

Design and execution of targeted marketing campaigns to optimize marketing

effectiveness

15. Analytical CRM BenefitsAnalytical CRM Benefits

Employees can quickly assign, manage and resolve incidents with automated

routing, queuing and service request escalation

Reports help identify common support issues, evaluate customer needs, track

processes and measure service performance

Employees can easily share sales and order information as well as support

information and use it to identify top customers and prioritize service needs

16. Analytical CRM BenefitsAnalytical CRM Benefits


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Access to a centralized, customizable view of sales and support activity along with

complete customer history either online or offline and from any location using a

Web browser

Shorter sales cycles and improved close rates with tools that enable lead and

opportunity management, workflow rules customization for automated salesprocesses, quote creation and order management

Comprehensive reports that forecast sales, measure business activity and

performance, track sales and service success, as well as identify trends, problems

and opportunities.

17. ntinuous feedback

Cross selling products more effectively

Gain insight into the behavior of the customers and the value of those customers

Provide better customer service

Increase business revenues

Discover new customers

Simplify marketing and sales processes

Helps sales staff close deals faster

Make call centers more efficient

Company can get continuous feedback

Cross selling products more effectively

18. omers

Customers have different characteristics

Having multiple offices and/or mobile

workers and need to share and manage

customer information from all sources

No accurate information on who your

customers are and what their needs or

desires are or will be at any given stage in

their lives


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Losing customers to a competitor, lack of

understanding of your customers

Customers have different characteristics

Having multiple offices and/or mobile

workers and need to share and manage

customer information from all sourcesN

19. Start with StrategyStart with Strategy

Must be practical, simple and easy to

articulate

Must be shared by all levels of the

organization

Should be measurable

20. Start with StrategyStart with Strategy

A CRM initiative should help an

organization generate more leads,

convert a high proportion of them to

customers, retain customers longer

through enhanced service and ensure

more profitability from the customers

through the effective promotion of

additional products and services.

Subhomoy Sengupta, General Manager, Applications Sales, Oracle India

21. CRM StrategiesCRM Strategies

Customer Acquisition

Gain the greatest number of new Best


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customers as early in their lifespan as possible

Customer Retention

Retain and expand your business and

relationships with your customers through up-

selling, cross-selling and servicing

Customer Loyalty

Offer programs to ensure that your customers

happily buy what you offer only from you

22. CRM StrategiesCRM Strategies

Cost Reduction

Reduce costs related to marketing, sales,

customer service and support

Customer Evangelism

Enable loyal customers to become a

volunteer sales force

Improve productivity

Enhance your e-business strategies

23. What data do you have on your

customers ?What data do you have on your

customers ?

Problems, Pains, Fears, Needs, Wants, Likes, Goals, Influences, Relationships,

Affiliations, Alliances, Experiences, Aspirations, Options, Expectations, Questions,

Knowledge, Skills, Activities, Attention, Communications, Interactions, Emotions,

Memories, Satisfaction, Perceptions, Beliefs, Admirations, Attitudes, Opinions,

Values, Learning, Ideas, Motivations, Objections, Priorities, Choices, Behaviors,

Personality, Self-Concepts, Trust, Loyalty, Attention, Recognition, Time, Energy,

Risks, Investments, Rewards, ROI, Lifestyle, Lifecycle Stage, Social Class, Culture,

Sub-culture, Age, Family, Education, Hobbies, Interests?

24. CRM PeopleCRM People


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Customer Segments:Suspects, Visitors, Prospects, Subscribers , Patrons, Members,

Users, Consumers, VIPs, Volunteers, Annual/ Major Donors, Advisors, Advocates,

Legislators, Strategic Partners, Sponsors

Users:Management, Employees and Visitors

Suppliers:Services-Consultants (CRM/ Customer Development)Products-Technology

( Software, Hardware, Connectivity)

25. CRM Technology Requirements CRM Technology Requirements

Integration with other company applications

Focus on the end users needs

Support cross company collaboration

Alignment with the specific requirements of

individual industries

26. CRM Processes / MappingCRM Processes / Mapping

Re-examine all of your customer

management business processes

Redefine where CRM provides the greatest

value to your best customers and your

organization

Incrementally implement CRM to improve top

targeted processes like Subscription Renewal

Processes

27. CRM Processes / MappingCRM Processes / Mapping

Re-examine all of your customer

management business processes

Redefine where CRM provides the greatest

value to your best customers and your

organization


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Incrementally implement CRM to improve top

targeted processes like Subscription Renewal

Processes

28. CRM ArchitectureCRM Architecture

Business Environment Information Competitors, Trends Macro Environment

Variables Business Intelligence

Lead/ Account Management Contact Management Quote

Management Forecasting Sales Administration Customer

Preference Performance Management

Service Requests Complaints Product Returns Information Request Customer

Interaction Center Computer Telephony Integration

29.CRM and ITCRM and IT


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Biggest returns come from aligning business,

CRM and IT strategies should run across all

departments not just run on one group

Business departments who use the software

take ownership of the project, with IT and

CIO playing an important advisory role.

30.

31. CRM ImplementationCRM Implementation

Planning


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Development

Deployment

Post Deployment

32. Implementation PlanImplementation Plan

Creating the implementation strategy

Identifying the implementation team

Creating a schedule

Analyzing your business processes

Identifying hardware and software requirements in addition to current

organizational resources and how any new resources are to be integrated into

existing systems

Determining customization needs and data import requirements

Identifying reporting requirements

Identifying training and ongoing support requirements.

33. DevelopmentDevelopment

Setting up hardware and installing software

Installing CRM in a limited use and test environment

Testing CRM

Importing or migrating data

Customizing the application and the reporting features

Integrating CRM into existing systems

Identify a group of users who can use and evaluate the product installation

Perform the common activities

Address difficulties during training

34. Post DevelopmentPost Development

Organization must develop processes and tools that will add long-term customer

value


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Initial deployment period will affect productivity in the beginning

Customer relationships are owned by the organization, not the individual

Users must see CRM as a tool to help them

35. Common Reasons for FailureCommon Reasons for Failure

Implementation costs

Political Friction

Initiatives driven by technology

Tendency to push work to the customer

No measures for success or accountability

Poorly Implemented

36. more Reasons for Failuremore Reasons for Failure

Lack of communication between everyone in the customer relationship chain

Technology being implemented without proper support

Lack of training to the staff

37. Ways to avoid failureWays to avoid failure

Dont fall victim to anything mentioned in

the previous slide

Establish visible top-down support from

the most senior levels

Communicate strategy and buy-in

38. Successful CRM ImplementationSuccessful CRM Implementation

Choose your vendor successfully

Develop customer focused strategy before considering the technology

Break the project into manageable pieces

Make sure the CRM plans include a scalable architecture framework


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Dont underestimate the amount of data you might collect for easy expansion of

systems in the future

Be thoughtful about what data is collected and stored

Spend time creating the best business processes

39. Ways to Ensure Optimal BenefitsWays to Ensure Optimal Benefits

Create a customer focused business

strategy

Have a CRM-friendly organizational

structure

Build a customer information

Environment

40. Example Grocery StoresExample Grocery Stores

Many grocery stores offer customer

reward cards to their customers

These cards allow the stores to target

specific customers

Stores are laid out according to their

demographics

Marketing materials are sent using the

data gathered Many grocery stores offer customer

reward cards to their customers

These cards allow the stores to target

specific customers

Stores are laid out according to their

demographics

Marketing materials are sent using the

data gathered


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Example Progressi

41. Example Progressive Auto I

nsuranceExample Progressive Auto I

nsurance

Created their niche through their CRM

strategy

Initially Progressive focused on a

web-based consumer

Differentiated themselves by quoting

other car insurance companies

ReferencesReferences

http://en.wikipedia.org/wiki/Customer_relationship_management

Customer Relationship Management: Key components for IT success

Ranjit Bose, Industrial Management and Data Systems Journal Mar 2002

CIO Magazine: http://www.cio.com/topic/1465/CRM

http://www.crm2day.com/editorial/50018.php

http://www.tmcnet.com/channels/crm-solutions/crm-solutions-articles/crm-can-work-

for-you.htm

http://www.microsoft.com/canada/smallbiz/themes/build-your-business/what-can-

crm-do-for-your-business.mspx

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Customer Relationship PPT Points

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