Professional Documents
Culture Documents
Management
• Customer Relationship Management
(CRM) is a strategy that focuses on
building strong relationships with
customers and potential customers
for creating and maintaining a loyal
customer base.
• CRM works across all departments to
harmonize customer-centric
thinking.
• It reduces costs, increases efficiency
and improves customer
Process of creating and maintaining
relationships with business customers
or consumers”
qHELP DESK
qFIELD SERVICE
qMARKETING AUTOMATION
SALES FORCE AUTOMATION
• Sales Force Automation (SFA) is the process of
maximizing the efficiency of the repeatable
processes a salesperson performs as a part of
identifying, qualifying, closing and supporting
business activities with new and existing
customers.
• 20-25% of CRM
• Build customer satisfaction & loyalty
HELP DESK
• In a business enterprise, a help desk is a
place that a user of information technology
can call to get help with a problem.
• 15-20% of all CRM
• Allows individuals to access network
database to solve their own problems or
find information.
• Can be internal or external.
•
FIELD SERVICE
Field Service or Field Force Automation (FFA), is an
attempt to optimize processes and information
needed by companies who send technicians or staff
"into the field" (or out of the office.)
•
• It comprises of two main functional areas:
Campaign Management
Lead Management
• 3-5% of CRM, but growing 5X faster than all
others.
• Can interact with SFA to support field sales
efforts.
• Marketing automation (MA) applies
technology to marketing processes.
•
•
•
MARKETING AUTOMATION
PROCESS FLOW
Why CRM?
• It typically costs 5-10 times as much to
acquire a new customer as it does to
retain an existing one.
• “Some companies can boost profits by
almost 100% by retaining just 5%
more of their customers.”
• Most companies lose 50% of their
customers in 5 years .
• 70% of repeat purchases are made out
of indifference to the seller, NOT
loyalty….
Making CRM Happen
• Analyze the multiple channels
through which the company
interacts with customers.
• Examine how the company
understands its customers.
• Does it keep good data?
• How does it get that data?
• Does information flow between
functional areas?
•
• Provide fingertip access to all
information.
• Analyze human resources and ensure
that everyone has an
understanding of philosophy of
CRM
•
Implementation of CRM
• To implement CRM, following factors
need to be given due
consideration:
1.
2.Easy interaction between customers
and company,
3.Easy access to information about
company like content of
customization, advantages of the
company, benefits to the
customers.
4 .Customers' information should be
updated always
are as follows:-
• Operational CRM: support to front office
• Analytical CRM: analyze customer data
• Collaborative CRM: inter staff coordination
Strategies of CRM
1.Customer retention
2.Customer acquisition
3.Customer loyalty
4.Cost reduction
5.Improve productivity
6.Enhancing e-business strategies
•
•
•
• Companies that invest in CRM
systems can learn even more
about their customers and offer
more personalized products and
services because they receive
relevant information daily in a
way that allows them to spot
trends.
RFM Data in
CRM
• Organizations can find their most
valuable customers through
“RFM” - Recency, Frequency, and
Monetary value
– How recently a customer purchased
items (Recency)
– How frequently a customer purchased
items (Frequency)
– How much a customer spends on each
purchase (Monetary Value)
The purpose of CRM
being done
ü Increased customer satisfaction,
ü
external
ü Growth in numbers of customers
ü
ü Maximisation of opportunities
ü
People errors
•
Roles of sales persons
• Diagnostic
This involves a salesperson in
probing and finding the cause of a
problem .Like an expert doctor, a
sales person diagnoses the needs of
his or her customers ..He or she also
diagnoses the competitive forces
present in the territory and their
impact on his or her product’s share.
• Information Provider
The salesperson is expected to play the role
of an intelligence agent .In this role he or
she is expected to keep the management
posted of any significant developments in
the territory .For example ,has there been
any shift in the competitor’s strategy or
tactics? Has any new competitor entered
the territory? Has the competitor announced
any new trade incentive policy? Any
changes in customer situation like
expansion or diversification? Or any change
in persons responsible for buying?
THANK YOU
Benefits of CRM
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Benefits of CRM
Benefits of CRM include:
• reduced costs, because the right things are
being done
(i.e.., effective and efficient operation)
•
• increased customer satisfaction, because they
are getting
exactly what they want
• maximisation of opportunities
(e.g.. increased services, referrals, etc.)
•
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Revenue & Cost Goals
•
• Increase revenue growth through
customer satisfaction
• Reduce costs of sales and
distribution
• Minimize customer support costs
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