Professional Documents
Culture Documents
CRM Is A Cross Functional
CRM Is A Cross Functional
•
• CRM is a cross functional process for
achieving:-
• A continuing dialogue with customer
• Across all their contact and access
points, with
• Personalized treatment for the most
valuable customers
• To increase customer retention and
effectiveness of marketing
CRM COMPONENTS
ANALYTICAL COLLABORATIVE
• ATTRACT
• QUALIFY
• CLOSE
• LEARN FROM Develop
• DEVELOPE
NEED FOR CRM
•
• To meet the changing expectations of the
customers due to:
A) Social and demographic factors
B) Economic situations
C) Education standards
D) Competitors product
E) Experience
• Loyal customers are source of most profit
• Showing the rate of defection grows the
customer base
Reducing costs (through self service etc.)
CUSTOMER LIFECYCLE MANAGEMENT
Customer need
assessment and
acquisition
Customer
Customer development
retention and through
And referrals customization
for new &
customers personalizatio
n
HIGH
LOW
KEY STAGES OF CRM
STAGE STATE CULTURE
SATISFACTION RE ACTIVE Meet customer needs
BASED Respond to complaints
Minimal evaluation of
customer service levels
implementation
How?
IMPLEMENTATION
ORACLE CRM
• Oracle CRM went live in the first
quarter of 2004
• Managed to overcome many
technical problems
• Technology partners include Oracle,
SUN Microsystems, IBM and HP.
• Voice services (IVR) are provided by
Nortel which was integrated with
Oracle CRM.
•
Two sides of a coin
• Operational CRM
– Workflow
– Day-to-day activities
• Analytical CRM
– Customer information
– Business development
–
•
Modules used at Airtel
Marketing
Planning
Campaign Management
Lead Management
Sales
Activity Management
Knowledge Management (FAQs, How
to guides)
Call Center Support
Opportunity Management
Issues and solutions , always go hand in hand
Issues faced During
implementation
• Problem getting user community
(employees) to accept it
• Users forced to work harder to create
processes and re-engineer systems
around the new implementation
• CRM Training for all related
employees
• Even best in class products are
known to fail because of poor
training
Issues faced During
implementation
• Integration of services across all 23
circles and upgrading the
organization to provide newer
services like up selling of relevant
schemes, customized SMS burst
etc.
• Maintaining the service levels at the
same time enabling transition to
CRM implementation.
ORACLE adds Magic to Airtel
E-CRM AT AIRTEL
e - CRM Initiatives
• After implementation of the Oracle
CRM, Airtel now implementing e-
CRM.
• e-CRM implementation partner is IBM
• Would provide a host of services now
running on Oracle CRM
– Online customer support
– Customer profiling
– Web interface
– Sales management for vendors and
partners
Lets talk global
Conclusions
• The results so far have been
promising
• Airtel has been presently riding on
the telecom boom.
• CRM’s effectiveness would be put to
test during slump.
• Airtel chose the right implementation
partners
• This model would be implemented
across all group companies.
Please dial 121 for
answers
Thank you