crm - information technology

7/31/2019 CRM - Information Technology

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Customer Relationship

Management

CRM - is an approach that recognizes that customers

are the core of the business and that the companyssuccess depends on effectively managing relationshipswith them.

Customer service- is a series of activities designed toenhance the level of customer satisfaction.


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CRM- GROWTH Data collection and analysis ( ).

Generating more revenue.

Relationship marketing ( Building relationship.

E-Service ( customer service that is performed on the Web, sometimes

automatically.


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Goal ofCRM. To use technology to gain insight into the

behavior of customers and the value of thosecustomers .

Provide better customer service .

Make call centers more efficient .

Cross sell products more effectively .


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GOAL OF CRM Help sales staff close deals faster .

Simplify marketing and sales processes.

Discover new customers .

Increase customer revenues.


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CRM in Action There are five steps in building IT-supported CRM.

These are:

1. Make it easy for customers to do business with you.2. Focus on the end customer for your products and services.3. Redesign your customer-facing business processes from the

end customers point of view.

4. Wire your company for profit: design a comprehensive,evolving electronic business architecture.5. Foster customer loyalty. In e-Commerce, especially, this is

the key to profitability.


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IT IN CRM


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ROLE OF IT IN CRM

Role of it via e-commerce in crm

Providing complete product information

Providing an easy ordering and billing process

Providing service after sales.

Integrating information into ones website.

Personalizing the web interface

It plays pivotal role to play in enablingcompanies to maximize profitablity through

more precise targeting of market segment &

micro segment within.


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ROLE OF IT IN CRM It assist in managing the data required to

understand customer so that appropriate crm

strtagies can be adopted.

To determine economies of customer

acquisition,retention & life time value.

Play great role in customer loyalty prog.


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ADVANTAGES OF IT IN CRM

Using crm & internet , not only support online

customer but also improve relationship with

traditional customer

It facilitates global reach of services through

internet.

Enables both customer & employees to be more

effective in getting & providing services

By getting all the information , crm plans to


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DISADVANTAGES OF IT IN CRM

Loss of human contacts & personal interac

tion

There are tremendous investment cost in it

for fine,often with uncertain payback.

It may does not understand the marketing

objective&analysis on wrong data result in

waste of time&money.

It threatens privacy of customers in many

ways.


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CRM BENEFITS

IMPROVED CAPTURE OF SALES LEADS

complete information about sales prospects andcreation of sales territories

ACCESSIBLE DECISION DRIVING INFORMATION

competitor tracking function , smooth integration of allinfo. sources email ,live chat, telephone etc


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Continued IMPROVED CUSTOMER SERVICE

pre service and post service questionire , pr- scripted answertempletes for FAQs

IMPROVED CUSTOMER PROFILING AND TARGET

MARKETING

clasification of customers having similar profile


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FLEXIBILITY

licenced CRM , hosted CRM i.e. on demand crm forsmall business

INCREASED CROSS SELLING AND UP SELLING


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TYPES/VARIATIONS OF CRM Sales force automation

Marketing Customer service and support

Appointment

Analytics


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Integrated/collaborative Small business

Social media

Non-profit and membership based Horizontal vs. vertical


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CUSTOMER RELATIONSHIPMANAGEMENT CASE STUDY

IN Reference with


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Steps in implementing CRM

Identifying CRM initiatives

Setting measurable targets

Evaluating and choosing the appropriate CRMpackage

Any time anywhere service, personalized offers, andlower payouts.


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Purpose of CRM at ibank

Targeting customers

Sales reference material

Consistent interface with customers


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ICICI Banks CRM Initiatives


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ICICI Banks CRM benefitsCustomers usage

pattern


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CRM at ICICI bank


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- ICICI BANK

TAGLINE


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crm - information technology

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