C!IY WO!!

WII
ST!ATICIC !IIOSITIOIC
TH!O!CH C!M
C!IY WO!!WII HOC KOC A
CHIA
Wns osfnbIIshod In l9?8 ns nrf of fho Croy CIobnI nofwork , focusIng
on communIcnfIons ns Ifs coro busInoss.
ThoIr AsIn sfrnfogy focusod on buIIdIng nrfnorshIs wIfh IocnI
ngoncIos nnd dovoIoIng IocnI mnnngomonf fnIonf.
Croy WorIdwIdo Hong Kong nnd ChInn Croy WWHK/ChInn Is
roosIfIonIng IfsoIf fhrough dofInod omnrkofIng nnd C!M sfrnfogIos
for fho AsInn mnrkof.
If hns vory sfrong umbroIIn brnnd oquIfy, buf fho brnnd cnIfnI hns fo
bo InvIgornfod fhrough n ronowod omnrkofIng focus.
MIA IN\STRY
AsIn !S
Iofor
o
l990
Infogrnfod MnrkofIng Aronch
bocnuso mosf cosfoffocfIvo nnd
omhnsIs on Onofoono cusfomor
roInfIonshI sfrnfogy.
InrIIor , SocInIIsod donrfmonfs for
IndIvIdunI oxorfIso dIfforonf dofs for
cusfomor InforncfIon , ndvorfIsIng , dosIgn
, I!
InrIy
l990
Movod from gonornIIsnfIon
fownrds socInIIsnfIon modoI.
Movod fownrds nn Infogrnfod
mnrkofIng nronch
!nfo
l990
VnrIous dofs bognn socInIIsIng
In dIfforonf nrons ndvorfsIng nnd
I! whIch Iod fo fho cronfIon of
C!M.
ModIn Mnrkof In 200l
SfIff ComofIfIon nmong ndvorfIsIng ngoncIos , mnnngomonf consuIfnnfs ,
mnrkofIng busInossos nnd consuIfnnfs.
ModIn mnrkof In chnos ns comnnIos ncross sovornI IndusfrIos consuIfIng ,
brnndIng , modIn rodofInod fhoIr roIos In forms of mnrkofIng , modIn nnd
confonf.
TRNS
Incronsod ComofIfIon
IoundnrIos bofwoon coro communIcnfIons ngoncIos bocomIng bIurrod.
Insy nvnIInbIIIfy of fooIs duo fo Infornof fochnoIogIos.
Cosf rossuros on frndIfIonnI busInossos .
Consfnnf mnrgIn squoozos nnd fnIIIng commIssIons Irom l5 fo 2
ModIn nnd Infornof C!M TochnoIogIos
IrovIdod InnovnfIvo communIcnfIons soIufIons
l Infornof confrIc fochnoIogIos
2 Inhnncod Infornof foIohony nnd omnrkofIng communIcnfIons.
!IsIng Cusfomor IxocfnfIons
MofhodIcnI C!M nronch IdonfIfy , nffrncf nnd rofnIn fho mosf
vnIunbIo cusfomors fhus cronfo IoynI cusfomors.
!onowod cusfomor focus , drIvon by fochnoIogy , mnrkof nnd modIn
chnngos.
Iocus InfornnIIy on rocoss offIcIoncIos fo fuoI mnrgIns rnfhor fhnn
oufwnrd for mnrkof shnro.
Cusfomor sorvIco nron rosonfod fromondous oorfunIfIos fo fho
communIcnfIons Indusfry for nchIovIng bronkfhrough dIfforonfInfIon
nnd comofIfIvo ndvnnfngo.
ISS\S/CONTRIB\TION OI CRM
Issues
!nnbIIIfy fo qunnfIfy C!M cnnbIIIfy`s fInnncInI Imncf fhus wrong
Invosfmonf docIsIons nnd hIgh oorfunIfy cosfs.
!nck of nccounfnbIIIfy.
IffIcuIf monsuromonf of offocfIvonoss.
!nck of roor fooIs fo nssoss fho bohnvIornI chnngos rosuIfIng from C!M.
ContvIbutIon
!OS nffrIbufod by C!M cnnbIIIfIos.
MonsurIng cusfomor sorvIco offocfIvonoss ono of fhroo cusfomor sorvIco
cnnbIIIfIos whIch nccounfod for 43 !OS Imncf of movIng from nvorngo
fo fofIor orformnnco In cusfomor sorvIco.
CRM IN\STRY IN ASIA
CrowIng mnrkof fouchIng !S$ ?l6 mIIIIon by 2003.
SIzo Is smnII buf growfh rnfo Is sIgnIfIcnnfIy hIgh.
Tho frndIfIonnI cusfomor mnnngomonf oconomIos fuoIod fho growfh.
Cusfomor mnnngomonf bonofIfs IncIudod buIIdIng IIfo fImo vnIuo
roInfIonshI & busInoss cosf snvIngs
AcquIsIfIon ImhnsIs !ofonfIon ImhnsIs
CnIn 6 now cusfomor
$500 onch $3,000
CnIn 3 now cusfomor
$500 onch $l,500
!ofnIn 5 curronf
cusfomors $l00 onch $500
!ofnIn 20 curronf
cusfomors $l00 onch $2,000
TofnI Cosf $3,500 TofnI Cosf $3,500
TofnI numbor of
cusfomors ll
TofnI numbor of
cusfomors 23
Iuroo & orfh AmorIcn Mnrkof
O SohIsfIcnfod & HIgh ond C!M soIufIons nvnIInbIo
O Ioffor IT Infrnsfrucfuro whIch rovIdod onsy nccoss fo cusfomor
InformnfIon
O SIzo wns hugo buf growfh wns roInfIvoIy sIowor
AsInn mnrkof
O AsIn !oss sohIsfIcnfod nnd moro frngmonfod In C!M noods
O Consumors noods fo bo oducnfod In obusInoss & onnbIIng
fochnoIogIos TochnoIogy ndofIon rnfo wns sIowor
O SIzo of fho mnrkof smnIIor & moro frngmonfod.
O Sfrnfogy, oxocufIon nnd knowIodgo mIx dIffor moro focus on
rofnInIng cusfomor.
O AffrncfIvo ChInoso mnrkof Inrgo usor bnso & moro
fochnoIogIcnIIy forwnrd
Tho Ifforonco..
C!IY WWHK/CHIA IMA!KITIC ST!ATICY
Koy Issuos whon dovoIoIng sfrnfogy Idons In n chnngIng mnrkof
condIfIons
TnckIo fho chnngIng cosf sfrucfuro.
SocIfIc mnrkof forcos & fhoIr offocf on busInoss modoI.
TnIonf mnnngomonf wIfh cuffIng cosf.
C!M n mofhod fo nvoId dosfrucfIvo rIcos
SuccossfuI C!M sfrnfogy wIfh rIghf mnrkof knowIodgo.
Croy`s Sfrnfogy IfforonfInfIon Insfond of Iow cosf.
Two socIfIc chnIIongos
O MnnngIng KnowIodgo
CrIfIcnI fo cnfuro bosf rncfIcos & cusfomor InformnfIon.
InfogrnfIng muIfIIo cusfomor dnfnbnsos wns fho bIggosf chnIIongo
Inormous nmounf of knowIodgo InfogrnfIon crIfIcnI for buIIdIng cusfomor
oquIfy.
O MnnngIng TochnoIogy
TochnoIogy nn onnbIor n nrf of Ifs sfrnfogy & nof fho sum of Ifs
sfrnfogy
TochnoIogy hoIod In fnsfor & chonor ImIomonfnfIon of Ifs cusfomor
roInfIonshI hIIosohy.
!sod fo onhnnco vnIuo offorIng cIIonf dnfnbnso mnnngomonf.
AIyIng fochnoIogy nf brnnd IovoI Croy`s coro sfrongfh wns brnnd.
RM ( RY RIATIONSHIP
MANAMNT)
ObjocfIvos
An InIfInfIvo fo gIvo fho ngoncy n moro hoIIsfIc
nronch fo ndvorfIsIng.
!ovorngo nII fouch oInfs fo buIId bofh brnnd oquIfy
nnd cusfomor oquIfy.
CronfIon of n sIngIo cusfomor dnfnbnso or knowIodgo
bnso from oxIsfIng cusfomor dnfn nnd cusfomor
knowIodgo rosIdIng In Croy`s socInIIsod comnnIos.
Tho mnIn gonI wns nn Infogrnfod nronch fo cronfo ,
IdonfIfy , ovnIunfo , cnfuro , onhnnco , shnro nnd
nIy Croy`s InfoIIocfunI cnIfnI.
RM ( RY RIATIONSHIP
MANAMNT)
IonofIfs
SogmonfnfIon of cusfomors , rodIcfIng IoynIfy nnd
nnnIysIng mnrkof noods.
Iocus on communIcnfIons fo undorsfnnd C!M
TnIIormnkIng cnmnIgns nnd rogrnmmos IondIng
fownrds fuII C!M Sfrnfogy
OnIIno nnd offIIno sfrnfogIc consuIfIng.
ImIomonfnfIon
!fIIIsod fho rosourcos of Croy WorIdwIdo
nrfnors such ns Croy Irocf , Croy InforncfIvo
nnd Ioyond InforncfIvo`s comofonco of oducnfIng
cusfomors , gnfhorIng dnfn , ofImIsnfIon In
fronfond nnd bnckond of usIng fho Infornof.
I!ICII!I IHI!OSOIHY OI C!M
l. IuIId brnnds
2. ovoIo nnd mnnngo cusfomors
3. Cronfo n osIfIvo brnnd oxorIonco for cIIonfs.
. IuIId brnnd fhrough knowIodgo nbouf fho cusfomor fhrough
consfnnf dInIoguo.
C!M Concof
C!M sfrnfogy koy nrons nfn MInIng
nnd cusfomor rofIIIng.
TooIs usod for C!M Two rorIofnry
roducfs Irnnd Iufuros+ nnd
C!M Chnrfor .
IIovnfIon of n now Mnnngomonf
Sfrucfuro.
Cusfomorfocusod rocoss bIuorInf
Irnnd Iufuros+ Irocoss
Tho C!M Chnrfor Irocoss
S\CCSSI\I CRM STRATY
IIghf IuIIdIng IIocks of C!M

ComnnIos nood fo oxhIbIf ono or moro of fho oIghf chnrncforIsfIc In ordor fo

bo rofIfnbIo & n koy wInnor In C!M
1.CRM Vision Leadership, Market Position, Value Proposition
2.CRM
Strategies Objectives, Segment, Effective nteraction
3.VaIued-
Customer
Experience
*Understanding Requirements
*Monitor Expectation
*Satisfaction vs. Competition
*Act on Feedback
*Customer
*Communications
4.OrganisationaI
CoIIaboration
*Culture & Structure
*Customer Understanding
*People: Skills/Competencies
*ncentives
/Compensation
*Partners and Suppliers
5.CRM
Processes Customer Life Cycle, Knowledge Management
6.CRM
Information Data, Analysis, Market Research
7.CRM
TechnoIogy Applications, T Architecture
8.CRM Metrics Value, Retention, Satisfaction, Loyalty, Cost to Serve
Y CHAIINS
OornfIonnIIso ndofod C!M rocossos for nII omIoyoos nf nII
IovoIs of fho orgnnIznfIon
!onowod mnrkofIng focus fo susfnIn comofIfIvo ndvnnfngo
!oInforco cusfomor vnIuo fhrough C!M
IrIco rossuro nnd Ioss of fnIonf
Whnf Croy WWHK/ChInn noods
A comnnywIdo frnnsformnfIon Is roquIrod fo ImIomonf C!M
hIIosohy nnd CuIfuro
A wIIIIngnoss fo ImIomonf C!M Infforms ncross fho orgnnIznfIon
nnd dovoIo skIIIs for soffIng ronIIsfIc gonIs & monsurnbIo !OI
ISS\S ARSS
l ovoIoIng nn AsInsocIfIc C!M bIuorInf for
Ifs InfornnI mnnngomonf, somofhIng fhnf Is
frnnsfornbIo fo Croy's cIIonfs.
C\STOMR-IOC\S PROCSS
BI\PRINT
ront-End Process
(EmpIoyees
ack- End
Process
2 Cusfomor AcquIsIfIon v/s Cusfomor !ofonfIon
wIfh fho sfrnfogy of IfforonfnfIon Insfond of
Iowcosf.
.
EXE6REF.PPT

Highly
Differentiated
ot
Differentiated
4t
Cust42ized
Highly
Cust42ized
Marketing and SaIes Contacts
Customer Retention/
SaIes Expansion
E-maiI / E-ewsIetter
Direct MaiI / CataIog
TeIeSaIes/CaII Center
PersonaI Contact
"PersonaIized" Web Site
PubIic ReIations
Marketing Event
Direct Response Advertising
RetaiI POS Promotion
"PubIic" Web Site
Lead Generation/
Customer Acquisition
C
u
s
t
o
m
e
r

e
e
d
s

a
n
d

V
a
I
u
e
4t
Differentiated
Managing and Opti2izing Cust42er Relati4nships
by Leveraging Every P4int 4f C4ntact
Integrated Marketing
3 To whnf oxfonf fho C!M concof shouId morgo
fochnoIogy wIfh frndIfIonnI mnrkofIng hIIosohy
fo dovoIo n C!M roosIfIon for Ifs cIIonfs nnd
whIch fooIs fo uso.
Direct MaiI ieId SaIes
Integrated Marketing
Direct ChanneIs Indirect ChanneIs
Marketing Event TeIeSaIes RetaiI Advertising E-ewsIetter
Web Site
Strategy
Customer Interaction PIan
Customer InteIIigence PIan
TechnoIogy Architecture PIan
Systems Integration PIan
Strategy ImpIementation PIan
Processes
Communications PIanning
Campaign Management
SaIes DeveIopment
ChanneI Management
Customer Service & Support

Organization
Product Marketing Managers
ChanneI Managers
ieId SaIes/TeIesaIes
Customer Service & Support
ExternaI Service irms
TechnoIogy
Marketing Database
Data Mining (Predictive ModeIing)
Campaign Management
SaIes orce and CaII Center
Query and Reporting
Integrated
Infrastructure
Customer Relationship Management
3907,90/317,897:.9:70
RCOMMNATIONS
ofIno your Cusfomor !oInfIonshI Mnnngomonf sfrnfogy nnd
objocfIvos. !Ink fho C!M sfrnfogy fo fho orgnnIznfIon's busInoss
objocfIvos. Cronfo n "C!M IIuorInf" for dovoIoIng nnd oxocufIng fho
sfrnfogy.
IsfnbIIsh C!M CommunIcnfIons IusInoss !uIos fhnf sorvo ns
guIdoIInos for InnnIng nnd mnnngIng cusfomor InforncfIon bnsod on
cusfomor InfoIIIgonco.
Infogrnfo dnfn on curronf nnd rosocfIvo cusfomors In n confrnI
mnrkofIng dnfnbnso. IIImInnfo fho usngo of muIfIIo cusfomor
dnfnbnsos usod fo suorf communIcnfIons, snIos, nnd cusfomor
sorvIco.
ovoIo nn onforrIso cusfomor dnfn ncquIsIfIon sfrnfogy for
dovoIoIng nnd mnInfnInIng cusfomor InfoIIIgonco. ImIomonf nn
nnnunI Cusfomor IrofIIo !ovIow fo vorIfy nnd udnfo cusfomor noods.
ImIomonf cusfomor mnnngomonf nnd snIos forco nufomnfIon
fochnoIogy fo suorf onforrIsowIdo cusfomor InformnfIon nccoss
nnd Infogrnfo mnrkofIng, snIos, nnd cusfomor sorvIco rocossos
THAK YO!!!!