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• Understanding the need of CRM
• How to make a use out of CRM
• Changing the Organization Culture from Traditional Org. to
Customer Oriented Org. using CRM
• New CRM Technologies (SCRM)
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Customer Relationship Management (CRM) is a tool consisting of the
processes that a company uses to track, maintain and organize it’s contact
with its current and prospect customers.
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A way to identify, acquire, and retain customers, a business’ greatest asset. -Siebel
An application used to automate sales and marketing functions and to manage sales and service activities in an organization. – Microsoft
A comprehensive business model for increasing revenues and profits by focusing on customers. – Martin Walsh
The belief that customers should feel like a VIP every time they communicate with your company. – Jennifer Carnie
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•To create customer Loyalty.
• Improve the quality of service provided to customers
• Use customer contact information for targeted marketing.
• Help maintain business relationships.
• Achieve efficiency in the system
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• Knowing and understanding
Your Customer Needs
• Building better relationships
with customers
• Improving Customer Experience
• Tracking Customer trends and
behaviors
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First step we Need to Define our Challenges
Management
(Support, Change Agent,
Vision & Strategy)
Total Cost of
Ownership
Time of
implementation
Customer
Adoption
New Challenge
Social Media
End User
Adoption
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A well cited study by AMR Research found that even among top CRM
vendors, 47 percent of companies reported serious challenges with end-
user adoption that often put projects in jeopardy.
Analysis shows that CRM implementations that do not make daily tasks
more productive for individuals will not see corporate benefits.
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Most CRM Software designed in pre-Social Media Age
• Social Media is sometimes added as an after-thought which
conflicts with existing paradigm
• Corporates cannot “muscle in” on social arena
• Social Media Amplifies voice of people (Positive or Negative)
• Social Media Requires rapid response time
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Second Step is to Define the Main Goal of CRM which is: to put the
customer back into the spotlight.
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Third Step Make CRM Systems More Productive. We can do the same by:
• Get People To Use It • Train Your Users • Tweak Your System Based on Feedback • Using Call Routing Strategies • Maintain your KPI • Mine Your Information
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• The goal of CRM is to put the customer first. This can only be done by providing an efficient way to access client information as you engage with each customer.
• In addition to providing the customer with exceptional customer service, the tools that enable this strategy also reduce money wasting inefficiencies.
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• Happy customers become loyal
clients • Identify your top 20% and target
those accounts • Find out what marketing
strategies work and stick with them
• Remove obstacles so your sales team spends the most time doing what they do best
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Social Media
social interaction among people in which they create, share or exchange information, ideas, and pictures/videos in virtual Communities and Networks.
Social CRM
Solving customer facing business problems in the context of how culture and technology has changed.
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•Develop a social media presence •Fans and followers Approach
•Minimal business integration •Minimal technology integration Integration
•Network size •Promote, market, service
Long term goal
•Business use cases/goals/objectives •Customers and advocates
Approach
•Organization wide •Back end CRM/ERP systems Integration
•Customer loyalty, revenue generation, business use cases •Long term customer relationships
Long term goal
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Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on
Networked Places”)
Fastest growing sector for
Internet use is communities
(5.4% in a year) 43% of consumers say that companies should use social networks to solve the consumers' problems
(Cone Business in Social Media Study)
7% of organizations understand the CRM value of social media, (Brand Science Institute, European
Perspective, August 2010)
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The three most influential factors for consumers when deciding which company to do business with are:
• Personal experience (98%), • Company’s reputation or brand (92%), and • Recommendations from friends and family (88%) (American Express)
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Consumers have an active role in the making of the brand. They buy online, talk, review, suggest.
72% of people are more likely to make a future purchase from SME after they follow or interacted with them on twitter
64% of social media users have shared a positive exp about business online
82% of social media users are more likely to recommend a company they follow to friends and family
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#1 Choose which social network and choose wisely
#2 talk to customer online
#3 establish long-term relationship
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First step is by identifying your biggest online champion, influencers or even competitors
Set your Goals Why you want to exist on the social world
What goes for CRM implementation goes for SCRM but in SCRM the Splash is bigger(Positive or Negative)
Be Quick and Fast