A-R-M-D: How CRM Plays a Role

A(Acquisition):
Acquisition is getting any response from the prospects, leading to any type of interaction, not
necessarily purchase.
 Paytm’s online advertising strategy is simple- bring visibility to Paytm everywhere and
motivate people to try the offers the brand runs. The offline channels of communication
were television, out-of-home, newspapers and transit media. The Paytm campaign’s mobile
component included: mobile banner advertising, app-install pushes, app notifications, SEM
advertising and more promotion on Paytm properties as well as third party sites.
Customer’s involvement explained:
 Paytm offers attractive discounts on Meru, Uber and other selected cab -bookings, so people
installed the App.
 Popularized QR codes in India by democratizing the payments sector and enabling every
Indian shopkeeper to accept digital payments at zero cost. Today more than 5 Mn
merchants ranging from small roadside vendors and kirana stores to major retail outlets
accept Paytm as their preferred payment method.

R(Retention):
After acquisition and retention phases, the graduation of the customer to a loyal
one requires continues customer satisfaction over a long period of time and
value-addition for both the Organisation and customer.