GROUP:2

S.Y.B.B.I
THE
CUSTOMER RELATIONSHIP
MANAGEMENT
VALUE CHAIN
GROUP MEMBERS
NAME ROLL NO

RAJ BAROT 03

VALERIA 06
CREADO
RAISA 14
HUSSAIN
SALIMA KHOJA 16

PURVI SHAH 28
 What is CRM???
• CRM is the core business strategy that
integrates internal processes and
functions, and external networks, to
create and deliver value to targeted
customers at a profit. It is grounded on
high-quality customer data and enabled
by information technology.
 Goal of CRM
• Develop more profitable Relationship with
Customer.
• Can be done by :--
→ Taking cost out of Relationship
→ Increasing the REVENUE on from a
Customer Relation.

* B2B
* B2C
 The Primary Stages of the CRM
Value Chain
• Customer portfolio analysis
• Customer intimacy
• Network development
• Value proposition development
• Manage the customer life cycle
- Process
- Structure
CRM VALUE CHAIN
The supporting conditions of the
CRM value chain
 LEADERSHIP & CULTURE
∆ LEADERSHIP
CRM can be expensive to implement
Leadership is needed to prioritize the
CRM programme
Leadership provides oversight
Leadership breaks down the functional
silo walls
∆ ORGANIZATIONAL CULTURE
Customer – Centric Organizational Culture

LEADERS
HIP

FORMA CUSTOME
L EMPLOYEE EMPLOYEE R
STYLE EXPERIENC BEHAVIOU EXPERIEN
S E R CE

INTERN
AL
RELATI
ON-
SHIPS
 DATA & INFORMATION
TECHONLOGY
o Network Development
o Suppliers
o Partners
o Employees
o Managing the Customer Lifestyle
 PEOPLE
Why is this so ?????????

- They develop the CRM strategy

- Select the IT solution
- Implement & use the IT solution
- Co-ordinate with each other
- Customer database
- Design
- Change in work practices
 PROCESSES
Internal Marketing of the CRM strategy
at Crown Relocations.

• Vertical process
• Horizontal process
• Front office
• Back office
• Primary process
• Secondary process
 Customer Campaign Management
phones
in
process for High- Interest
Saving Accounts.
Check
scores

Offer product Open account

to high score
On phone

Send application
form

Out bound
Phone follow up

Mail follow up Check account

balance

Do Nothing