CRM PRACTICES IN

ABSTRACTWhat is CRM?Company IntroductionDell Business StrategyCRM Strategic ObjectivesCRM Software’s at DellSocial Media PresenceCRM Techniques

◦ Pre-sales◦ Post-sales

Success factors

C.R.M. Customer relationship

management (CRM) is a widely implemented model for managing a company’s interactions with customers, clients, and sales prospects.

It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.

GOALS OF C.R.M

The overall goals are to find, attract, and win new clients, service and retain those the company already has and reduce the costs of marketing and client service.

 Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.

Dell Inc.- Introduction Dell Inc. is an American multinational computer

technology corporation based in Texas, United States.

Founded by Michael Dell in early 80’s.

Develops, sells and supports computers and related products and services.

The largest technological corporation in the world, employing more than 1,03,300 people worldwide.

First computer of its own design, the "Turbo PC", which sold for $795.

Dell is listed at number 44 in the Fortune 500 list. It is the third largest PC vendor in the world after HP and Lenovo.

Opportunities In 1980s

More focus on selling PC’s than customer service .

Unsolved support issues.

Better margins by manufacturer on direct selling.

“To be the most successful computer company in the world at delivering

the best customer experience”

MISSION

SEGMENTATION

Backbone of Dell computers

Based on segmentation, company takes its positioning and modifies its offerings for each segment’s customers.

DELL BUSINESS STRATEGY

Faster inventory turnover and reduced inventory levels by personalization (build to order).

Incorporate new technologies and components into its product offerings.

Online support to onsite customer-dedicated systems (customer service)

Customer focused employees – “Dell’s Server Success”.

DELL GOES ONLINE- DELL.COM (July 1996)

DELL DIRECT MODEL

Served its online customers with 12 sales representatives and 2 order processors.

Cost cutting by eliminating the retail stores and spend those saved dollars on customer service in order to build great relationships with customers.

500 million page visits per quarter to www.dell.com

DELL DIRECT MODEL

Highlights for Direct Model and CRM

Contacting with the customer directly & capturing as much information as possible

Eliminating middlemen

Building computers based on customer’s needs.

Engaging with customer on each touch point as productive & efficient as possible.

CRM STRATEGIC OBJECTIVES

Better customer

loyalty

Greater customer

satisfaction

Higher sales and

marketing performance

Improved marketing efficiency

Stronger brand

consistency

Improved customer

profitability

More cost-effective customer service

Make segmentation and identify customers

Listen to their customers

Learn from customers

Each member is a student who is responsible of learning from the customers.

DELL’S CRM STRATEGY

CRM Software’s @ DELL

Three types of software that facilitate Dell’s CRM:

Marketing automation software: Hotlink

Custom designed Web pages containing purchase data: Premier Pages

Data mining system that benefits the sales, marketing, financial and management segments of Dell: ProClarity

HOTLINK

Marketing automation software

Effective targetingEfficient marketing communicationsReal-time monitoring of customer and market trends

Gives Dell free advertising – word of mouth

Custom Internet sites, called Premier Pages, for various corporate and institutional customers, allowing these customers to simplify and accelerate procurement and support processes

In-depth analytical abilities, resulting in highlighting positive and negative areas of business

Enables Dell to measure trends and successes

Sales management can track activity within accounts and lapsed quotes can be acted upon

The marketing department can track customer activity, product sales and marketing mixes

e-Business software to meet it supply chain needs. i2 Supply Chain Planneri2 Collaboration Planneri2 Factory Planner

Used to coordinate the build-to-order processes from order placement to customer support

Profile customers, target them using their medium of preference, and also measure the results.

i2 Planner

Enables Dell to pull material into its factories every two hours based on real time customer orders.

Tracks backlog numbers, stock status and supplier commitments.

Lets the supplier know what parts to deliver to which factories to meet customer demand.

Provides customers with cloud-based applications that help simplify and automate IT management

SAAS portfolio

Generate more leads, Effectively market through multiple channels, Optimize lead management, Convert leads into customers, View all account-related information and activities, Keep sales representatives working productively, Analyze your sales pipeline

Social Media Presence

Dell Facebook Page

Dell has an astonishing 34 official Pages on Facebook.

The company posts around 6-7 updates in week

Dell shares exactly three kinds of content:

News, Deals and Company information

Dell Google+ account

Hangout is one feature that is being regularly used by the company to get constant feedback from its community of users.

Dell’s employees themselves hold hangouts at a smaller scale with their followers and customers.

Company employees have hosted a minimum of 50 Hangouts collectively on their personal pages, including a member of the consumer sales group who held one to talk about a new high-end laptop, which Dell also live-streamed on its YouTube channel.

Twitter account

2 to 7 tweets and retweets per day.

Dell’s Outlet account beats its official account by a huge margin. Dell Outlet has 1,549,995 followers compared to 22,579 on its main account.

@Dellprosupport is for premium customers while @DellCares is for regular ones. It allows Dell to offer dedicated support to its premium customers right within the enclosure of Twitter.

TECHNIQUES

Pre-Sales customer support

CUSTOMER INTERACTION

CUSTOMER EDUCATION

EXPERT OPINIONS

EXPERT ADVICE

DELL FINANCING OPTIONS

Post-Sales customer support

HOME USERS

EXPERIENCE SHARING

SMALL BUSINESSES

ENTERPRISE SUPPORT

Success Factors Superior customer experience through direct,

comprehensive customer relationships.

Cooperative research and development with technology partners.

Computer systems custom-built to customer specifications.

Service and support programs tailored to customer needs.

Success FactorsFor large corporate and institutional customers,

◦ Pre-sale: the Company works with the customer to plan a strategy to meet that customer’s current and future technology needs

◦ Post-sale: direct relationship by establishing account teams, consisting of sales, customer service and technical personnel

For small-to-medium businesses and individuals ◦ through account representatives

◦ telephone sales representatives or Internet contact.

Paperless purchase orders Global pricing Real-time order tracking Purchasing history Account team information Small business customers: Online virtual account executive Domestic customers: Spare-parts ordering system, and a virtual help desk

featuring natural-language search capabilities and direct access to technical support data

Success Factors

Presented by:

Arshleen Ahluwalia

Jaspreet Mohal

Sumit Gupta