CRM Roadmap

G. SHAINESH
Professor - Marketing
Indian Institute of Management Bangalore
shaineshg@iimb.ac.in
Agenda
• CRM Roadmap
 Landmark Group

Large Format Departmental Store

apparel, footwear, fragrances, Licensee of SPAR International
cosmetics

Value fashion brand Play centre for kids

apparel, footwear, accessories between 4-12 years of age

Value apparel Master franchisee of Krispy Kreme

targeting Tier 2 / 3 cities of “Nav- south and west India
Bharat”

Home Improvement store

furniture and home
furnishing

Omni Channel
Lifestylestores.com, maxfashions.in, homecentre.in,
Spar online 2

Source: Mahadevan Iyer, Landmark (2022)

CRM - Landmark Group India
Spar Buddy with E-Wallet

Lifestyle Buddy & Max Buddy

– IoT based in-store digital assistant

- Rebranding to Landmark Rewards

- Customer segmentation
- New platform for coupons & campaigns
- Free Enrolment, Cardless

Co-brand Credit card with SBI to

enhance customer value
Lifestyle Edge – Subscription
based format program Contactless support on
Whatsapp
Real time Dynamic offer in stores Net Promoter Score for
Customer Centricity
Integration with E-comm

Programme launched
across all the Group formats

The Inner Circle (TIC) is launched for

Lifestyle & Home Centre Source: Mahadevan Iyer, Landmark (2022)
Value – Customer and Company

RELEVANT VALUE FOR

CUSTOMER CONTEXT BUSINESS OBJECTIVES
CUSTOMER EACH CUSTOMER
LIFETIME VALUE
at N=1

Headroom analysis
Proposition Location
Average Bill Value Channel
Offer Personal Milestones Penetration

Experience Social Events Category

Annual Frequency
of Purchase Penetration
Alignment with Time of Day
Beliefs Format Penetration
Estimated Period
of engagement
with Brand
Customer Engagement
drives customer retention, frequency and shopping value

Business
Objectives
• Churn
Reduction
• Winback
• Penetration
• Investment

Triggers based on Predictive models Orchestrate for Customer

N=1 Content,
Customer Journey for next best best medium and Response to
Offer, Experience
& Data engagement time engagement
CRM Roadmap
SCENARIO ANALYSIS TECHNOLOGY AND
VENDOR SELECTION

PURPOSE SOLUTION
DEVELOPMENT

BUSINESS PLANNING
IMPLEMENTATION

PROCESS DESIGN MEASUREMENT

Scenario Analysis

• External and internal analysis

• Business of the firm?
• Customers?
• Firm position w.r.t. to its competitors?
• Present business scenario? Evolution in short, medium & long-terms?
Purpose

• Efficiency
• Effectiveness
• Customer retention
• Objectives
• Specific
• Time bound
Planning

• Define CRM’s over all objectives at the department and the enterprise level.
• Documentation of high-level CRM business goals in the form of a business document that
becomes the focal point for strategy development.
• What needs to be done?
• Who will be responsible?

• Five inter-related areas that are subject to changes -

• Business Focus
• Organisational Structure
• Business Metrics
• Marketing Focus
• Technology
Source: “How To Get There From Here” by Melinda Nykamp, President, Nykamp Consulting Group
Example - Components of a CRM Project

• Elicit from the business heads not just business requirements but
“the dreams / wish list” that needs to be delivered by the CRM
program.
• Convert the business requirements into a set of processes and
metrics that the CRM systems needs to deliver
• Design, build and implement the CRM program that delivers on the
metric / business objectives
Example - Components of a CRM Project

Action plan
• A pre-planning strategy workshop for all business heads conducted
by a Business Strategist / CRM consultant with case studies on CRM
benefits
• Follow-up by one-to-one meetings with business heads to discuss
threadbare, business requirements & marry “wish lists”.
• Vendor evaluation phase with all stakeholders to select vendor that
best suits our requirements
• Chosen technology company will then design, build and implement
the CRM program that delivers on the metric / business objectives.
Process Design

• customer-centric processes
• operations getting designed around the customer.
• Process design
• Review current processes
• Redesign processes to make them more customer focused.
• Effectiveness & efficiency considered at this stage.
Technology and Vendor Selection

• Technologies and vendors short listed & evaluated.

• Alignment of technology with current systems,
• Capability of CRM solutions in terms of their functionalities
Solution Development

• Customisation of features,
• Development of new features that are not present in the product,
• Process integration and prototype testing
• Database design
• Integration of different CRM solutions & with the back-end systems
Implementation

• Deployment of the solution

• Documentation.
• Training & motivation of end-users
Measurement

• Metrics for measuring the performance of the CRM solution and comparing it
with the desired performance.
• Shortfall
• May result in refining CRM requirements.
• Metrics enable the firm to measure the success of the CRM implementation
• how well it has solved the business problem.
• Improvements may be gradual as users become more familiar with the new
technology and business processes.
• Incorporate user feedback to improve CRM usability & business effectiveness.
Relationship Orientation

• Culture that enhances good services and customer orientation

• Employees view their jobs as “solving customer problems”
Customer Centric Processes

1. Understanding the value being delivered to the customers.

2. Scrutinizing the current processes being employed to deliver value
3. Determining the needs, wants and convenience of customers.
4. Checking whether current processes are centered around the customer needs & wants or for
convenience of the firm.
5. Identifying gap in the current customer-centricity and the required customer- centricity.
6. Analysing if the current processes can be designed around the customer
7. Testing the technology and new means of delivery options that can be used to achieve the
same.
 Thank You.
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