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Customer Relationship Management (CRM) System Concepts
Overview
Presenter: Alexander Jejelava, Director of Corporate Solutions Department
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Objective
Overview of Bank’s major objectives related to Customer Relations
Demonstration of the System’s functionality connected with business objectives
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Main objectives of customer relationship management Improving customer loyalty,
achievement of long-term and productive partnership
Improving sales activity and measuring the results
Replacing individual approaches with the sales system
Achieving unified high quality of service throughout the company
Measuring marketing returns
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Improving customer loyalty Complete customer information
database General and contact information Products/Services sold Problems, requests and complaints Past revenues Competitors’ activity Customer interdependencies Centralized storage and updates
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Improving customer loyalty (continues)
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Improving customer loyalty (continues)
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Improving customer loyalty (continues) Complete information about the
products – improving cross-selling Product literature Competitors’ products Centralized storage and update
Management Reports Sales by customer groups and other
dimensions
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Improving sales activity and measuring the results Lead and Opportunity Management
Leads and lead sources Separation of lead-generation and lead-processing
processes Detailed information about lost and cancelled opportunities
Detailed logging of customer interactions E-mail Phone calls Appointments Letters Tasks
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Lead and opportunity management
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Lead and opportunity management
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Creating the sales system Easing staff turnover implications
Easy transfer of customer-related information, collective memory
Knowledge accumulation in the company instead of individual salesmen
Standardization of sales business processes Improving sales efficiency with existing staff
qualifications Product literature Customer history Knowledge base Information about competitors and their products
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Improving service quality Customer information request
processing standardization Complaint and problem escalation
Parallel control Statistics of problem creation and solution
Better understanding of customer complaints and requests through careful analysis
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Improving service quality
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Measuring marketing returns Lead sources
Lead generation by source Customers by lead source Sales by lead source
Product performance Won/Lost opportunities by product
Information about competitors’ activity
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Improving management control
Detailed information about customers
Powerful reporting New parameters of planning and
control Closing the gap between top
management and customers
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Questions and Answers