final eb ch p customer relationship management
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Customer Relationship Management
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AGENDA
•Introduction to CRM•CRM Initiatives•CRM System•Context of CRM•Changes in the environment•CRM Success Factor•CRM Perspective•Q/A
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What is Customer Relationship ManagementCRM ?
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▫CRM is the development and maintenance of mutually beneficial long-term relationships with strategically significant customers.
▫(Francis Buttle)▫CRM is a business strategy designed to
optimize profitability, revenue and customer satisfaction.
▫(Gartner)
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Customer Relationship Management
Customer:We have usually three types of
customers1.Current2.Future3.Past
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Relationships
We have usually five steps of relationship
1.General Relationship (Personal)2.Personal Relationship (Long Term)3.Long Term Relationship (Satisfied)
4.Satisfied Relationship (Delighted)
5.Delighted Relationship (Loyal)
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Management:We have four major keys in
management1.Tool2.Process
3.Method4.Strategy
Customer Relationship Management
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Introduction to CRM
•An integrated cross-functional focus on improving customer retention and profitability for the company.
•CRM is all about “Enriching Relationships”.
•Ultimate goal is Customer loyalty and Customer profitability (CP)
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CRM
Functions of CRM
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Customer Satisfaction Hierarchy
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CRM Success Factor
• Clarity in Intension and the CRM strategy.
• CRM tools are customer and employee friendly.
• Report out only the data you use, and use the data you report.
• Strong internal partnership around the CRM strategy.
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“Business are not to paid to reform customers, they are paid to satisfy
customers” Peter
Ducker
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CRM Initiatives
Operational CRM• Focused on customer convenience
• Integrating Customer Information from multiple channel
• To bring operational improvement and excellence.
• Sales automation – Web Based Sales
• (Reduction in Transaction Cost of Business)
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Organization Selected
•HBL- Habib Bank Private Ltd
•Having 1,450 branches across the country and a customer base exceeding five million
•HBL implements Unison 2.0- Avanza’s Enterprise CRM Solution.
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CRM Comprise
•The high level solution includes the following:
Customer Portfolio Management Inbound Agent Desktop Outbound module Campaign Management Sales Force automation Multi-institution module MIS reporting
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The Context of CRM
• Technological Innovation
• Market Transformation
• Time Saving
• Advent of a Global operating environment
• Imperative to create an ongoing dialogue with customers.
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Changes in the Environment
• Independent Stores• Mass Advertising• Network Television• One Plan or Product to Fit All• Chain of Stores• Segmented Messaging• Customized Plan / Product
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CRM Perspective
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Q/A
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