The Personal Touch

A CASE STUDY PRESENTATION

ARDALEZ.ALFAJARDO.ELIZARIO.LIPURA.MOHAN.RAVINA
Thinking about the case...
1. What is CRM in general? Give examples of different CRM
applications.
2. Enumerate and explain the various ways in which the CRM
application discussed here (Clarify) saves costs or helps in other
ways.
3. Which metrics would you use to measure before and after
performance regarding the information technologies implemented
in this case? Consider cost, service quality, cycle time, and any
other performance factor and provide a specific metric (i.e., ratio,
product, or absolute value).
4. As a customer, would you prefer more or less mechanized service in
lieu of human help?
5. As an executive for FedEx or a similar company, what else would
you implement using software and the internet?
Definition
CRM (Customer Relationship Management) an
information industry term for methodologies, software
and usually internet capabilities that help an enterprise
manage customer relationships in an organized way.

Principles, practices, and guidelines that an organization
follows when interacting with its customers.
Definition contd..
From the organizations point of view, this entire
relationship not only encompasses the direct interaction
aspect such as sales and/or service related processes, but
also in the forecasting and analysis of customer trends and
behaviors, which ultimately serve to enhance customers
overall experience.

Different CRM applications
PEGASYSTEMS the tool to create a new level of
excellence in the customer experience. By moving beyond
data-center CRM software to a customer-centric approach
that balances customer intentions with business
objectives.
Enables organizations to consistently transform customer
experience across all channels and touch points.
Automates processes, transform existing CRM assets,
fulfill customer request with superior case management
capabilities.
Different CRM Applications contd
Zoho CRM an online application which works on the
principle of SaaS (Software as a Service).
The application is suitable for the first time CRM users
who would like to experiment and explore the features
offered by a CRM suite as well as for organizations who
would like to deploy complete array of CRM features.
Modules which can be used by the sales force, inventory
management, customer support, and service, reporting
and dashboarding.
Various ways of CRM Applications saves costs or helps
The following are the ways of how the CRM Applications
saves costs and helps:

1. Reps can pull up historical data on customers whenever
customers call.
2. Turnover of service reps has decreased 20 percent.
3. Enables the reps to switch between windows and different
applications of Clarify quickly during a call without
reentering customer data.

Metrics to be used to measure before and after performance
Percentage
Productivity

More or Less Mechanized Service
As customer, we would prefer a mechanized service
because it is more convenient and accessible than calling
customer since the people talking to you can be rude or
they are using difficult terms that the customers wouldnt
at times understand.

Unlike in human help which will take a lot of your time
talking to the representative in a more mechanized
service, you can just access to the companys website and
go to the Help and FAQs pane to seek assistance


Implementation
Update and enhance company website, easy to access and
user friendly UI that would give the solutions through the
website.
Internet software that customers can manually click and
open their own accounts that will help them trace their
package without calling or getting customer service.