Download - -CRM-PPT
Customer complaints are the schoolbooks from which we learn.Unknown
The customer is the most important person on our premises. He is not dependent on us we are dependent on him. He is not interruption to our work he is the purpose of it .He is not an outsider to our business he is a part of it. We are not doing favour by serving him. He is doing a favour by giving an opportunity to do so.
-Mahatma Gandhi
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Customer Relationship Management“Process of creating and maintaining
relationships with business customers or consumers”
“A holistic process of identifying, attracting, differentiating, and retaining customers”
“Integrating the firm’s value chain to create enhanced customer value at every step”
“An integrated cross-functional focus on improving customer retention and profitability for the company.”
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Be everywhere, do everything, and never fail to astonish the customer.Macy's Motto
Customer Relationship ManagementBottom-line:
The use of information-enabled systems for enhancing individual customer relationship to ensure long-term customer loyalty and retention
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Changing Business Scenario - Need for CRM
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Common sense if of paramount importance in business and customer service.Unknown
Why CRM?It costs six times more to sell to new customer than
to sell to an existing one.A typical dissatisfied customer will tell 8-10 peopleBy increasing the customer retention rate by 5%,
profits could increase by by 85%Odds of selling to new customers = 15%, as
compared to those for existing customers (50%)70% of the complaining customers will remain loyal
if problem is solved90% of companies do not have the sales and service
integration to support e-commerce
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Customer service is awareness of needs, problems, fears and aspirations.Unknown
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Marketing Selling ServicingCustomer Management Process Threads
BroadcastBroadcast
MailMail
Field PersonnelField Personnel
Agents/DistributorsAgents/Distributors
Call CenterCall Center
RetailRetail
InternetInternet
Back Office Process/Systems
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Are we making the right level and type of marketing, sales, and service investments in each of our customer segments?
Customer RelationshipCustomer Relationship
StrategiesStrategies
Are we taking a holistic approach to our customers across processes and channels?
Customer RelationshipCustomer Relationship
StructureStructure
Have we implemented best practices and technology in process/channel?
Customer RelationshipCustomer Relationship
PerformancePerformance
ScopeScope DepthDepth
Importance of CRM
Operational CRM
Analytical CRM
Collaborative CRM
Customer
Aspects of CRM
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CRM Principles• Customer AcquisitionCustomer Acquisition
Gain the greatest number of new “Best”
customers as early in their “lifespan” as
possible.
• Customer RetentionCustomer Retention
Retain and expand your business and Retain and expand your business and
relationships with your customers through up relationships with your customers through up
selling, cross selling and servicingselling, cross selling and servicing..
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CRM Principles (Contd..)• Customer Loyalty
Offer programs to ensure that your customers Offer programs to ensure that your customers happily buy what you offer only from you.happily buy what you offer only from you.
• Cost Reduction
Reduce costs related to marketing, sales, Reduce costs related to marketing, sales, customer service and support.customer service and support.
• Improve ProductivityImprove Productivity
• Enhance your e-business strategiesEnhance your e-business strategies..
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Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.Donald Porter V.P., British Airways
Deployment and Support
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e-Business
Sales Process Automation
Call Centres
EnablingTechnologies
DataWarehousing
MetaData
Data Cleansing
OLAP
EIS
DataCapture
ExternalDatabases
MarketResearch
Customer Touch Point Integration
People
Organization
KnowledgeManagement
Statistical Modeling
Data Mining
Customer Profitability
Segmentation
The building blocks of CRM are the things that need to be in place for an effective Customer Relationship management program
The building blocks of CRM are the things that need to be in place for an effective Customer Relationship management program
Benefits of CRM Increases customer acquisition
Decreases cost and internal issues.
Increases revenue and hence profitability.
Increases effectiveness.
Increases morale of the employees. Increases creativity and hence makes a path for innovation.
Increases customer satisfaction
Decreases errors and time loss.
Decreases customer’s complaints.
Increases customer loyalty
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Customers are an investment. Maximize your return.PeopleSoft Ad
Benefits of CRM
www.a2zmba.com Burak Goraglu
Ways to avoid CRM Pitfalls
• CRM software should mould to company’s best practices, rather than forcing to use the best practices of the CRM vendor.
• CRM vendor only provides 20 percent of the total CRM solution, organizations should examine how easy or difficult it will be to integrate the product into organizations new systems.
• It should be kept in mind any CRM project that takes more than 90 days to implement, runs the risk of failure.
• CRM technology is useless if the employees are unwilling or untrained to use CRM product. Hence organization should gain internal support by communicating the benefits of CRM and provide relevant training.
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Areas of CRM Activity
Sales Force Automation (SFA)Sales Force Automation (SFA)
Customer Service and Support (CSS)Customer Service and Support (CSS)
Help DeskHelp Desk
Field ServiceField Service
Marketing AutomationMarketing Automation
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Do what you do so well that they will want to see it again and bring their friends.Walt Disney
eCRM eCRM is the customer–facing internet portion of CRM.
eCRM - to interact with the business through their preferred communication channel and it allows the business to offset expensive customer service agent with technology.
- high customer satisfaction and reduced cost through improved efficiency.
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Good leaders must first become good servants.Robert Greenleaf
Some CRM Vendors &Products
Applix (iCRM)Siebel (Siebel 7)Oracle (CRM 11i)PeopleSoft (PeopleSoft 8.4 CRM)Firstwave (eCRM 7.0)Talisma (Talisma CRM)Commence (Commence RM)Microsoft (Microsoft CRM)
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In the world of Internet Customer Service, it's important to remember your competitor is only one mouse click away.Doug Warner
Tata Motors India’s largest integrated automaker with market share approaching 60 % in Commercial vehicles and 20% in passenger car market is known well for technology strategies.
Facing international competition TATA MOTORS took up the challenges by focusing on CUSTOMERS
Tata Motors realized that Globalization has changed the business environment in the organization.
CRM - ENGINEERING / AUTO SECTOR CRM IMPLEMENTATION TATA MOTORS
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Many Business challenges needed solution to stay Competitive “
Business challenges Include1. Need for a Standardized world class Business
process2. Need for Centralized Customer Data Base3. Better and improved communications with 1600
dealers / stockist4. Better and faster response for customer request
5. Better feedback on product quality6. Effective training of employees7. More effective measurement of marketing
campaign program8. Improved throughput in customer services 9. Better Cost management in Sales and
administration
CRM - ENGINEERING / AUTO SECTOR CASE STUDY OF TATA MOTORS
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TATA MOTORS deployed Siebel CRM applications throughout Tata Motors organization to overcome above challenges
Siebel Automotive, a comprehensive customer relationship management (CRM) solution designed specifically for companies in the automotive industry. Was deployed throughout TATA MOTORS
CRM - ENGINEERING / AUTO SECTOR IMPLEMENTATION AT TATA MOTORS
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Deploying Solution in Three Phases Tata Motors has taken a phased approach to the implementation, with the goal of achieving success in each phase before moving forward.
Phase 1
Phase 2
Phase 3
CRM - ENGINEERING / AUTO SECTOR CASE STUDY OF TATA MOTORS
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ConclusionCompanies that are not improving their
relationships with customers are gambling with the future of their businesses.
Focus on adding value to customers, not efficiency or control-oriented imitations.
If it weren’t for the Internet, there wouldn’t be CRM as we know it today.
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There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.Sam Walton
References 1.CRM-EMERGING TOOLS AND APPLICATIONS
Editors: Jagdish N Sheth ,Atur pavatiyar,G Shainesh
2.CRM- THE NEW FACE OF MARKETING ICFAI 3.CRM – AT THE SPEED OF LIGHT Paul Greenberg
4.CUSTOMER RELATIONSHIP MANAGEMENT Kristin Aderson Carol Kerr 5.SECRETS OF CRM James G. Bwnes
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References
6. CRM - Graham Robert Phelps
7. CRM – R.K Sugandhi
8. CRM - Burak Gorakglu
9. www.crm2day.com
10. www.crmadvocate.com 11. www.sourcio.com 12. www.gartnerg2.com 13. www.eweek.com 14. www.youtube.com 15. www.talisma.com 16. www.businesslink.gov.uk.com 17. www.daffodildb.com
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