customer relationship ppt points
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Customer Relationship
Management and IT
2 What is CRM?What is CRM?
CRM is a collective term for processes and strategies regarding individualizedrelationships between enterprises and customers, prospects, and business partners
for marketing, sales and service with the goal of winning new customers, extending
existing customer relationships across the entire customer life cycle, and improving
competitiveness and business success by optimizing the profitability of
individualized customer relationships.
CRM is the integration of sales, marketing, service and support strategy, process,
people and technology to maximize customer acquisition, value, relationships,
retention and loyalty.
3 gWeb
Call Center
Field
PartnerCustomers
Email
W
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5. The Four Aspects of CRMThe Four Aspects of CRM
1. Active CRM: A centralized database for storing data, which can be used to
automate business processes and common tasks.
2. Operational CRM: The automation or support of customer processes involving
sales or service representatives
3. Collaborative CRM: Direct communication with customers not involving sales or
service representatives (self service)
4. Analytical CRM: The analysis of customer data for a broad range of purposes .
Source Wickiepedia
6. Active CRMActive CRM
Centralized Data Store
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Ordering Information Customer details, and Business Prospects all stored in a single
system.
IT department helps in creating new user accounts and maintaining the data store.
Single centralized data store helps to organize data efficiently
Segment
Manage
Track
Analyze
7Active CRMActive CRM
Advantages
Improved Customer Relationships
Automated Business Tasks and Processes.
Targeted Marketing Campaigns.
8. Operational CRMOperational CRM
Operational CRM generally refers to the products,
services and operational capabilities that enable
an organization to take care of its customers
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9. Operational CRMOperational CRM
Customer care is essential to every company
Tens of millions of dollars have been invested, y
et management still cannot say what, if any, b
usiness benefits have resulted from CRM in
itiatives
Many cant even say why they decided to
implement a CRM strategy
10. Goal of Operational CRMGoal of Operational CRM
Should be to integrate people, processes
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and technology using the customers
perspective and expectations as the key
driver.
Generally cuts across many organizational
boundaries, making it high profile
11. Benefits of Operational CRMBenefits of Operational CRM
Drive revenue growth
Reduce costs
Solve p
roblems quicker
Gain a 360-degree view of your customer
while you are interacting with them
12.Collaborative CRMCollaborative CRM
Emphasis on direct Interaction with customers
Internet
Email
Automated phone/ Interactive voice response
Automated self-service type of relationship
Customer interactions are mostly automated.
Information can be directly captured by a CRM system without special formatting
by a middle layer.
13. Collaborative CRMCollaborative CRM
IT department helps design customer interaction methods
IT staff carefully designs web pages and email formats, so data can be directly
entered into the system without reformatting.
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IT staff continuously scans for newer and better ways to automate customer
interaction and data capture.
14. Collaborative CRMCollaborative CRM
Includes Partner Relationship Management
Managing relationships with partners (resellers and distributors)
Objectives
Cost reduction by using automated systems.
Service improvements through efficient consumer response.
Better understanding of customer needs with various departments pooling data
from different sales and communication channels.
15. Analytical CRMAnalytical CRM
Analytical CRM aids the preparation, support, and optimization of customer oriented
decision processes
Goals of Analytical CRM:Analysis of customer behavior to aid product and service
decision making (pricing, new product development)
Management decisions (Financial forecasting, Customer profitability analysis)Design
and execution of specific customer campaigns including customer acquisition, up-
selling, cross-selling, retention
Design and execution of targeted marketing campaigns to optimize marketing
effectiveness
15. Analytical CRM BenefitsAnalytical CRM Benefits
Employees can quickly assign, manage and resolve incidents with automated
routing, queuing and service request escalation
Reports help identify common support issues, evaluate customer needs, track
processes and measure service performance
Employees can easily share sales and order information as well as support
information and use it to identify top customers and prioritize service needs
16. Analytical CRM BenefitsAnalytical CRM Benefits
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Access to a centralized, customizable view of sales and support activity along with
complete customer history either online or offline and from any location using a
Web browser
Shorter sales cycles and improved close rates with tools that enable lead and
opportunity management, workflow rules customization for automated salesprocesses, quote creation and order management
Comprehensive reports that forecast sales, measure business activity and
performance, track sales and service success, as well as identify trends, problems
and opportunities.
17. ntinuous feedback
Cross selling products more effectively
Gain insight into the behavior of the customers and the value of those customers
Provide better customer service
Increase business revenues
Discover new customers
Simplify marketing and sales processes
Helps sales staff close deals faster
Make call centers more efficient
Company can get continuous feedback
Cross selling products more effectively
18. omers
Customers have different characteristics
Having multiple offices and/or mobile
workers and need to share and manage
customer information from all sources
No accurate information on who your
customers are and what their needs or
desires are or will be at any given stage in
their lives
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Losing customers to a competitor, lack of
understanding of your customers
Customers have different characteristics
Having multiple offices and/or mobile
workers and need to share and manage
customer information from all sourcesN
19. Start with StrategyStart with Strategy
Must be practical, simple and easy to
articulate
Must be shared by all levels of the
organization
Should be measurable
20. Start with StrategyStart with Strategy
A CRM initiative should help an
organization generate more leads,
convert a high proportion of them to
customers, retain customers longer
through enhanced service and ensure
more profitability from the customers
through the effective promotion of
additional products and services.
Subhomoy Sengupta, General Manager, Applications Sales, Oracle India
21. CRM StrategiesCRM Strategies
Customer Acquisition
Gain the greatest number of new Best
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customers as early in their lifespan as possible
Customer Retention
Retain and expand your business and
relationships with your customers through up-
selling, cross-selling and servicing
Customer Loyalty
Offer programs to ensure that your customers
happily buy what you offer only from you
22. CRM StrategiesCRM Strategies
Cost Reduction
Reduce costs related to marketing, sales,
customer service and support
Customer Evangelism
Enable loyal customers to become a
volunteer sales force
Improve productivity
Enhance your e-business strategies
23. What data do you have on your
customers ?What data do you have on your
customers ?
Problems, Pains, Fears, Needs, Wants, Likes, Goals, Influences, Relationships,
Affiliations, Alliances, Experiences, Aspirations, Options, Expectations, Questions,
Knowledge, Skills, Activities, Attention, Communications, Interactions, Emotions,
Memories, Satisfaction, Perceptions, Beliefs, Admirations, Attitudes, Opinions,
Values, Learning, Ideas, Motivations, Objections, Priorities, Choices, Behaviors,
Personality, Self-Concepts, Trust, Loyalty, Attention, Recognition, Time, Energy,
Risks, Investments, Rewards, ROI, Lifestyle, Lifecycle Stage, Social Class, Culture,
Sub-culture, Age, Family, Education, Hobbies, Interests?
24. CRM PeopleCRM People
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Customer Segments:Suspects, Visitors, Prospects, Subscribers , Patrons, Members,
Users, Consumers, VIPs, Volunteers, Annual/ Major Donors, Advisors, Advocates,
Legislators, Strategic Partners, Sponsors
Users:Management, Employees and Visitors
Suppliers:Services-Consultants (CRM/ Customer Development)Products-Technology
( Software, Hardware, Connectivity)
25. CRM Technology Requirements CRM Technology Requirements
Integration with other company applications
Focus on the end users needs
Support cross company collaboration
Alignment with the specific requirements of
individual industries
26. CRM Processes / MappingCRM Processes / Mapping
Re-examine all of your customer
management business processes
Redefine where CRM provides the greatest
value to your best customers and your
organization
Incrementally implement CRM to improve top
targeted processes like Subscription Renewal
Processes
27. CRM Processes / MappingCRM Processes / Mapping
Re-examine all of your customer
management business processes
Redefine where CRM provides the greatest
value to your best customers and your
organization
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Incrementally implement CRM to improve top
targeted processes like Subscription Renewal
Processes
28. CRM ArchitectureCRM Architecture
Business Environment Information Competitors, Trends Macro Environment
Variables Business Intelligence
Lead/ Account Management Contact Management Quote
Management Forecasting Sales Administration Customer
Preference Performance Management
Service Requests Complaints Product Returns Information Request Customer
Interaction Center Computer Telephony Integration
29.CRM and ITCRM and IT
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Biggest returns come from aligning business,
CRM and IT strategies should run across all
departments not just run on one group
Business departments who use the software
take ownership of the project, with IT and
CIO playing an important advisory role.
30.
31. CRM ImplementationCRM Implementation
Planning
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Development
Deployment
Post Deployment
32. Implementation PlanImplementation Plan
Creating the implementation strategy
Identifying the implementation team
Creating a schedule
Analyzing your business processes
Identifying hardware and software requirements in addition to current
organizational resources and how any new resources are to be integrated into
existing systems
Determining customization needs and data import requirements
Identifying reporting requirements
Identifying training and ongoing support requirements.
33. DevelopmentDevelopment
Setting up hardware and installing software
Installing CRM in a limited use and test environment
Testing CRM
Importing or migrating data
Customizing the application and the reporting features
Integrating CRM into existing systems
Identify a group of users who can use and evaluate the product installation
Perform the common activities
Address difficulties during training
34. Post DevelopmentPost Development
Organization must develop processes and tools that will add long-term customer
value
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Initial deployment period will affect productivity in the beginning
Customer relationships are owned by the organization, not the individual
Users must see CRM as a tool to help them
35. Common Reasons for FailureCommon Reasons for Failure
Implementation costs
Political Friction
Initiatives driven by technology
Tendency to push work to the customer
No measures for success or accountability
Poorly Implemented
36. more Reasons for Failuremore Reasons for Failure
Lack of communication between everyone in the customer relationship chain
Technology being implemented without proper support
Lack of training to the staff
37. Ways to avoid failureWays to avoid failure
Dont fall victim to anything mentioned in
the previous slide
Establish visible top-down support from
the most senior levels
Communicate strategy and buy-in
38. Successful CRM ImplementationSuccessful CRM Implementation
Choose your vendor successfully
Develop customer focused strategy before considering the technology
Break the project into manageable pieces
Make sure the CRM plans include a scalable architecture framework
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Dont underestimate the amount of data you might collect for easy expansion of
systems in the future
Be thoughtful about what data is collected and stored
Spend time creating the best business processes
39. Ways to Ensure Optimal BenefitsWays to Ensure Optimal Benefits
Create a customer focused business
strategy
Have a CRM-friendly organizational
structure
Build a customer information
Environment
40. Example Grocery StoresExample Grocery Stores
Many grocery stores offer customer
reward cards to their customers
These cards allow the stores to target
specific customers
Stores are laid out according to their
demographics
Marketing materials are sent using the
data gathered Many grocery stores offer customer
reward cards to their customers
These cards allow the stores to target
specific customers
Stores are laid out according to their
demographics
Marketing materials are sent using the
data gathered
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Example Progressi
41. Example Progressive Auto I
nsuranceExample Progressive Auto I
nsurance
Created their niche through their CRM
strategy
Initially Progressive focused on a
web-based consumer
Differentiated themselves by quoting
other car insurance companies
ReferencesReferences
http://en.wikipedia.org/wiki/Customer_relationship_management
Customer Relationship Management: Key components for IT success
Ranjit Bose, Industrial Management and Data Systems Journal Mar 2002
CIO Magazine: http://www.cio.com/topic/1465/CRM
http://www.crm2day.com/editorial/50018.php
http://www.tmcnet.com/channels/crm-solutions/crm-solutions-articles/crm-can-work-
for-you.htm
http://www.microsoft.com/canada/smallbiz/themes/build-your-business/what-can-
crm-do-for-your-business.mspx
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