Customer Relationship

Management
 Introduction
• Its an enterprise wide effort to acquire and
retain profitable customers.
• Aims to build long-term and sustainable
customer relationships
• It’s a business strategy to select and manage
customers to optimize long-term value.
• Treat different customers differently
 Classification of CRM Applications
• Customer-facing applications
Call Centers
Help desks

• Customer-touching applications
Self services
• Customer-Centric intelligent applications
• Online networking applications
 E-CRM

The use of information-enabled systems for

enhancing individual customer relationships
to ensure long-term customer loyalty and
retention.
 The levels e-CRM
• Foundation service
www.znetindia.com
• Customer-centered services
• Value-added services
 CRM Types
• Analytical CRM
– Customer Segmentation
– Back-Office CRM / Strategic CRM
– Trend Analysis
• Operational CRM
_ front Office CRM
– Campaign Management
– Tele-Marketing/Tele-Sales
– Activity and Time Management
– Quotation and Order Processing
– Delivery and Order Fulfillment
– Customer Service and Support
– Remote Access
• Collaborative CRM
– Enterprise Portals
– Customer Access
– Supplier Access
– Personalization
• Operational CRM means supporting the so-
called "front office" business processes, which
include customer contact (sales, marketing
and service).
• In analytical CRM, data gathered within
operational CRM are analyzed to segment
customers or to identify cross- and up-selling
potential
• Collaborative CRM facilitates interactions
with customers through all channels
(personal, letter, fax, phone, web, e-mail) and
supports co-ordination of employee teams
and channels.
 E-CRM on the web
• Search and comparison Capabilities
• Free products and Services
• Technical and Other Information Services
• Customized Products and services
• Account or Order Status Tracking
• Personalized web pages
• FAQs
• E-Mail and automated response
• Chat Rooms
• Live Chats
• Call centers
• Troubleshooting Tools
• Wireless (Mobile) CRM
 Business values
• Tangible and Intangible benefits
• Increase in staff productivity
• Cost avoidance
• Reduction in inventory cost
• Revenue generation
• Customer satisfaction
• Loyalty
• Retention
 Pitfalls / Risks
• Taking on more than can be delivered
• Getting over budget and behind schedule
• Poor user adoption
• Expensive maintenance and support
• Isolation
• Garbage in – Garbage out
• Failure to measure success
customer experience management
• The goal of customer experience management
(CEM) is to move customers from satisfied to
loyal and then from loyal to advocate.