Final Crm Project

8/8/2019 Final Crm Project

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Customer Relationship ManagementCustomer Relationship Management

Presentation By:

Priti JainMonali Sarda



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



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.



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.



BackOffice

Partner

Customer

Information

Analytics

Marketing

Web

Call Center

Field

Customers

Email

Wh at is CRM?



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.



Components of CRM

CRMInformation

(Raw Material)

Process

( Products)Technology

(Processing Tools)

People

( Power Supply)





Aspects of CRM

Front office operations

Back office operations

Business relations h ips

Analysis



App roaches to CRM App roaches to CRM



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



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



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.



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



S tages In CRM

Collectinginformation

Stage 1

Storinginformation

Stage 2Accessinginformation

Stage 3Analyzingcustomerbehaviour

S tage 4 Marketingmoreeffectively

S tage 5Enhancingthecustomerexperience

S tage 6



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



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



Drawbacks of CRM

Lack of commitment

P oor communication

W eak leaders h ip

Complete solution



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



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



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 .



CRM Solution P roviders



Examples

Th e CRM enabled companies include :

Major Telecom CompaniesBanking and Insurance ServicesTVS ElectronicsCannon IndiaHP IndiaCarrier Refrigeration

P lanet MDell India



Im p lem entation of CRMIm p lem entation of CRM



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



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



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.



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



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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Final Crm Project

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