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Customer Relationship Management: Presentation by
Customer Relationship Management: Presentation by
Management
Presentation by :
Zabith khan
Mehnaz Bibi
Robina Bibi
M.COM 3rd
NATIONAL UNIVERSITY OF MORDREN
LANGUAGES
PESHAWAR CAMPUSE
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Customer Relationship
Logo
Management
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contents
1) Introductions
2) What is customer relationship management?
3) Who is your customer
4) CRM building blocks
5) E-CRM
6) Different levels of E-CRM
7) Key elements of CRM
8) Implementation of a CRM
9) Purpose
10) Advantage of CRM
11) Disadvantage of CRM
12) Face to face CRM
13) Amazon CRM Case Study
14) conclusion
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Introduction
When company communicates its customers the process can involve many
different people within both organizations using a variety of different methods.
To ensure that company can provide the best customer service experience
possible the use of customer relationship management (CRM) software should
be considered.
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Contt…
There are three areas which in general company interacts with its
customers.
Front Office Contacts
These involve the direct contact your employees have with your customers which can
include phone calls, e-mail, instant messages and face to face communication.
Back Office Operations
These are processes that are used to facilitate the front office, such as finance
communications, marketing, customer billing and advertising.
Business Contacts
Your employees will interact with customers and suppliers through networking,
industry events and trade associations.
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What is Customer
Relationship Management ?
Customer Relationship Management refers to the methodologies and tools
that help businesses manage customer relationships in an organized way.
Customer Relationship Management is a phrase that describes how your
business interacts with your customers.
CRM involves using technology to gather the intelligence you need to
provide improved support and services to your customers.
CRM is also about what you do with that information to better meet the
needs of your existing customers and identify new customers, resulting in
higher profits for you.
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WHO IS YOUR “CUSTOMER”?
The “C” in CRM can have a narrow definition or a wide one.
For instance, customers can include not only those who buy from you, but also
Each of these “customer groups” will have different needs that have to be managed.
But we will Focus on the “customer” as someone who buys your products or
services.
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THE CRM BUILDING BLOCKS
A database that collects information about your customers.
A strategy for applying the analysis to better meet your clients’ needs and
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E-CRM
We can define e-CRM as activities to manage customer relationships
by using the Internet, web browsers or other electronic touch points.
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Different levels of e-CRM
Three different levels can be distinguished:
Foundational services
This includes the minimum necessary services such as web site
effectiveness and responsiveness as well as order fulfillment.
Customer-centered services
These services include order tracking, product configuration and
customization as well as security/trust.
Value-added services
These are extra services such as online auctions and online training
and education.
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Key Elements of CRM
CRM can be broken down into a number of different
components which many software vendors have developed
packages for. For the most part, there are three areas which are
core to successful customer relationship management
1) Customer Service
3) Campaign Management
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Customer Service
The customer service function in your company represents the front office
These are the business processes that allow your company to sell products
regards marketing and dealing with the after sales service requirements of
your customers.
Each interaction with the customer is recorded and stored within the CRM
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Sales Force Automation
Your company’s sales department is constantly looking for sales
opportunities with existing and new customers.
The sales force automation functionality of CRM software allows the
sales teams to record each contact with customers, the details of the
contact and if follow up is required.
The ability for employees outside of the sales team to have access to
this data ensures that they have the most recent contact information with
customers.
This is important when customers contact employees outside of the sales
team so that customers are given the best level of customer service.
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Campaign Management
• The sales team approach prospective customers in the hope of
winning new business.
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Implementing CRM in Your
Business
Developing a CRM Strategy
Developing a CRM strategy is an investment of your time that will be
beneficial over the long-term.
Creating a strategy allows you to set a direction for your CRM initiatives and
ensures that your investments are targeted to foster stronger relations with
your customers.
As a starting point for developing a CRM strategy, your business should
identify its customer profile
e.g. their needs, their level of satisfaction, and what impacts their
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Contt…
The keys to successful CRM implantation are the followings:
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Questions To Consider
Consider the questions below when implementing CRM:
Can you identify your customers when they visit your website?
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TIP
First develop your CRM strategy and then choose the best technology to
support it.
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Purpose
With an effective CRM strategy, a business can increase revenues by:
Providing services and products that are exactly what your customers want
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Contt…
For small businesses, customer relationship management includes
CRM processes that help identify and target their best customers, generate quality
sales leads, plan and implement marketing campaigns with clear goals and objectives.
CRM processes that provide employees with the information they need to know their
customers' wants and needs, and build relationships between the company and its
customers
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Contt…
Customer relationship management tools include
about customers.
For instance, as part of their CRM strategy, a business might use a database of
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Advantages of CRM
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Advantages of CRM
Reduced cost, because the right things are being done
expectations)
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Disadvantages of CRM
Systems
Implementing an CRM system, here are some of the most common
obstacles experienced
Record Loss
Training
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Face-To-Face CRM
CRM can also be carried out in face-to-face interactions without the use of
technology.
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Amazon CRM Case Study
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Amazon CRM Case Study
About Amazon
Amazon are also the creator of the Kindle device, an electronic reader and
the most popular product of its kind.
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Amazon CRM Case Study
Over the past 20 years, Amazon has consistently proven it is capable of running a
For its millions of loyal customers, Amazon has remained their preferred online
A well-managed and efficient CRM strategy has been a crucial aspect of their success.
Amazon have a reputation for providing customers with everything that they need, all
in one place.
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Amazon CRM Case Study
The company have successfully managed relations with millions of
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Top Ways Amazon use CRM
• Data collection
• Amazon encourages all users to create accounts to make it easier for them to make
future purchases.
• With an account all payment, personal, and address details can be stored- allowing for
quick and easy future purchases.
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Contt…
Recommendations
Amazon recommend products feature.
Whenever users are logged into their account, Amazon will recommend products
they may be interested in based on past buying habits.
Customer support
If there is an issue that does require a customer to speak with a customer service
assistant over the phone, they will have access to the customer’s account and order
details, meaning that any issues can be dealt with quickly and efficiently.
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Conclusion
• We believe the future for CRM is bright. To achieve success
we must focus the resources of corporation on the task at
hand. Senior management and users of these system must
work together establishing objectives, strategies and tactics
that will be understood and agreed to by all within the
company. Technology must be selected particular
environment with concentration for the appropriate scope of
the initiative .
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