CRM

Customer Relationship
Management

Dr. Uğur Oral

Chapter 1
Introduction to CRM
Its Definition, Purposes,
Stages
What is Customer
Loyalty? Advantages of
Customer Loyalty,
Techniques for Creating
Customer Loyalty
Customer information.
Communication concept.
How to communicate
with customers?
The concept of
customer.
What do customers
want and need?
Customer Relationship
Planning and
Implementation Process
Customer acquisition
and retention
Organizational Culture
and Customer Relations
CRM Problems and
Solutions
CRM Systems.
Data Warehouses
Measuring Customer
Relations
Managing
Complaints To
Improve Customer
Satisfaction
CRM and Public
Relations
Social CRM
• CRM stands for “Customer
Relationship Management” and
refers to all strategies,
techniques, tools, and
technologies used by enterprises
for developing, retaining and
acquiring customers.

What is CRM?
 • CRM is a process by which a
business or other
organization manages their
interactions with customers
and often uses data analysis
to examine large amounts of
information.

What is CRM?
 • CRM is a business
strategy that maximizes
profitability, revenue and
customer satisfaction by
encouraging behaviors
that satisfy customers
and implementing
customer-oriented
processes.

What is CRM?
 • CRM is a management
philosophy that can be the
key to success with its
effective implementation in a
process where there is
intense competition and
consequently the customer is
much more valuable.

What is CRM?
 CRM is the process of
better perception of
the customer in all
areas and directing the
company according to
the customer's
expectations.

CRM is the set of techniques and products used to manage customer

relationships.

What is CRM?
 • CRM is a management
philosophy that prefers to
put the customer at the
center and to be in close
relationship with the
customer.
CRM is a business strategy and
culture developed to make
sales, marketing and service
processes more effective.

What is CRM?
 CRM is a system
that aims to
recognize the
customer,
understand the
needs of the
• What is CRM?
customer, and
develop services
CRM is the science of increasing and products that
customer loyalty by using are suitable for the
customer information. customer.
CRM is to give priority to
customer needs before
company needs in
business plans and
information.

What is CRM?
What is CRM?
• CRM is not just a duty of the
front office(marketing, sales
and customer service) or a
responsibility of the back office
(accounting, production and
logistics). It is a customer-
centric relationship
management philosophy that
ensures coordination and
collaboration with all other
departments, customers and
business partners at the same
time.
 • Developments that prepared the emergence of CRM

Mass marketing has become an increasingly expensive

way to find customers.

Customer share has become more important than market

share.
 • Developments that prepared the emergence of CRM

The concepts of customer

satisfaction and customer
loyalty started to gain
importance.

Companies understood
the importance of their
existing customers and
started to make an effort
not to lose them.
 • Developments that prepared the emergence of CRM

One-on-one marketing became important, and strategies to treat each

customer according to their specific needs came to the fore.
Intense competition started to
be effective in market shares.
There have been great
developments in
communication
technologies and database
management systems.
 •3 critical questions

✓ Did you like our company, products or

service?

✓ Would you like to choose us again

and consider purchasing products or
services from us?

✓ Would you recommend our company,

product or service to someone else?
 CRM can be applied in strategic, analytical,
functional and collaborative organizations.

• With strategic CRM, businesses

define customer goals and
determine their profitability. This
is a level of strategy development
and value creation.
Analytical CRM enables understanding
of customer behavior as a result of
analyzing the information obtained
through customer interactions.
 CRM can be applied in strategic,
analytical, functional and
collaborative organizations.

• The CRM supports front office

processes such as marketing, sales,
and services, and makes customer
interactions more efficient

Collaborative CRM is the

management of all points
of contact with the
customer.
• Although customer
relationship management
emerges from a technology-
centered thought, it actually
reflects an understanding of
human-centered and human
relations. Therefore, while
evaluating the process in
question, technological potential
should be evaluated as
integrated with human beings.
Purpose of Customer Relationship Management

• Identifying potential
customers.

• Understanding both current

and future needs of customers.

• Making customer relations

profitable
Purpose of Customer Relationship Management

• Reduction of losses

• Differentiation for customers

of different

• Increasing customer service

and satisfaction and meeting
customer demands
Purpose of Customer Relationship Management

• Ensuring cost minimization

while trying to acquire the
customer and retain the
existing customer

• Recovering lost customers

• Moving customers up in the

relationship hierarchy,
Purpose of Customer Relationship Management

• Integrating marketing and

sales efforts and making them
compatible activities

• Recovering lost customers

• As a result, increasing the

efficiency of the business with
CRM.