CRM PROCESS

CRM PROCESS
COMPRISES OF:

CUSTOMER RELATIONSHIP FORMATION
RELATIONSHIP MANAGEMENT &
GOVERNANACE
PERFORMANCE EVALUATION
CRM EVOLUTION & ENHANCEMENT
IMPLEMENATION
CRM PROCESS FRAMEWORK
FORMATION
MANAGEMENT & GOVERNANCE PERFORMANCE
EVALUATION
PURPOSE NS1
-Increased Effectiveness
-Improve Efficiency
Team Structure
Process Alignment
Monitoring Process
Communication
Role Specification
Planning Process
Employee Motivation
Employee Training
PROGRAMS NS
Continuity Marketing
One-to-One Marketing
Partnering
PARTNERS
NS
-Criteria
-Process
RELATIONSHIP
PERFORMANCE
-Strategic impact
-Financial aspects
-Marketing goals
Retention
Satisfaction
Loyalty
EVOLUTION
Enhancement
Improvement
NS
NS1
CRM FORMATION PROCESS
IMPORTANT DECISIONS:
Why engage in CRM?( Purpose)
How to select customers as Partners?
Developing Programs for relationships etc.
Purpose:
I. Increase effectiveness ( individualize and personalize
market offerings; build loyalty & commitment;
jointly develop new products; redefine components of
market place)
II.Improve Efficiency ( lower distribution costs;
streamline order processing; reduce inventories;
reduce cost of customer acquisition )
CRM FORMATION PROCESS contd.
Purpose contd..:
III. This helps clarify nature of CRM programs and
roles.
IV. Helps in clearly setting Financial goals; Marketing
goals; Strategic goals; Operational goals etc.
V. Motivates customers to engage in relational
behavior.
Partnering:
I. It is not possible to serve all customers.
II.Decide on criteria: Type of Customer; specific goals
to be achieved; customer attitude and values.
III. Process of engaging them ( informal; consultative) BS
BS
CRM FORMATION PROCESS
contd
Programs:
1. Continuity Marketing--- Retain customers &
increase loyalty.
2. One to one Marketing--- Aimed at satisfying each
customers need uniquely and individually.Also develop
relationship with High yielding customers.
3.Partnering / Co-marketing To offer advanced
products & services to mass markets ( co-branding &
affinity partnering; logistics partnering; cooperative
marketing schemes).
DIFFERENT CRM PROGRAMS
CUSTOMER TYPE /
PROGRAM TYPE
MASS MARKETS DISTRIBUTORS B2B MARKETS
CONTINUITY
MARKETING

After marketing
Loyalty programs
Cross selling

Continuous
replenishment
ECR programs

Special sourcing
arrangements.
ONE TO ONE
MARKETING

Permission marketing
Personalisation

Customer business
development

Key account
Global Account
program
PARTNERING / CO-
MARKETING

Affinity Partnering
Co branding

Logistics partnering
Joint marketing

Strategic partnering
Co- design
Co- development
BS
CRM MANAGEMENT &
GOVERNANCE PROCESS
The Program and the individual needs to managed & governed.
Set up decisions related to:
1. Team structure
2. Role specification
3. Planning Process
4. Process alignment
5. Monitoring process
6. Communication
7. Employee motivation
8. Employee training
Governance should help in maintaining; developing and
executing the CRM.
BS
CRM PERFORMANCE
EVALUATION PROCESS
Marketing measures should be used.
CRM oriented measures should be set.
Harmonize objectives and performance measures.
Set up a Balanced Scorecard.
Set up a measure for Relationship Satisfaction &
Customer Loyalty.
CRM EVOLUTION PROCESS
Take decisions related to :
1. Continuation
2. Termination
3. Enhancement
4. Modification
Examine extraneous factors and impact.
Chart out the relationship evolution cycle and
contingencies for making evolutionary decisions.
CRM PROCESS FRAMEWORK
FORMATION
MANAGEMENT & GOVERNANCE PERFORMANCE
EVALUATION
PURPOSE
-Increased Effectiveness
-Improve Efficiency
Team Structure
Process Alignment
Monitoring Process
Communication
Role Specification
Planning Process
Employee Motivation
Employee Training
PROGRAMS
Continuity Marketing
One-to-One Marketing
Partnering
PARTNERS
-Criteria
-Process
RELATIONSHIP
PERFORMANCE
-Strategic impact
-Financial aspects
-Marketing goals
Retention
Satisfaction
Loyalty
EVOLUTION
Enhancement
Improvement
CRM IMPLEMENTATION
PROCESS




Integrated Marketing
Information Platform

Information Content
Relational Databases
Active Intelligence
Business Rules
Collaborative Communications
User Profiles



Internet
Market
Development
Marketing
Sales Group
Call Center
Customer
Operations /
Service
Legend
Data input
Knowledge output
CRM IMPLEMENTATION
PROCESS contd
What is required to be done:
1. Build a strong front line info- system
2. Develop an integrated CRM platform
3. Do not make IT department only do
it.
4. Understand CRM framework in
Totality.
CONCLUSION
Discussions.
Questions if any..
Suggestions..


THANK YOU & MEET U NEXT WEEK