Professional Documents
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GST
GST
at GST Inc.
Agenda
Background Problem
01 Page 1-2
02 Page 3
1.
Background-II
Currently the company is running on the operational CRM model which has helped them in organizing the business efficiently.
1.GST is currently using Enterprise data warehouse (EDW) model which has proven
to be successful in terms of return of investment.
2.GST has invested 3M on the operational CRM model, apart from many other
benefits the model offers, it has majorly helped them to keep the call center data
updated and added a new tool for the sales force automation.
3.The Return on investment metrics for the implemented CRM model was never
established or monitored, hence the CRM model was lacking the information about
the payback of the investment.
2.
Problem
With the Increase in churn rate in the telecommunication industry, GST should focus on Customer retention instead of customer acquisition.
Business Problems
1.The Existing CRM Implementations have not helped the data requirements of the
marketing teams.
2.With the Growing business, all the decision makers of the company should have a
single view of the enterprise.
3.The churn rate of the customers in the industry is high and the company is focusing on
the new customer acquisition. This will not be proved helpful for the company as The
higher customer churn environment, the company should focus on customer retention.
Key Problem:
How to Implement customer retention goals with the help of CRM tools?
3.
Alternatives
The multiple alternatives available for the company to grow customer retention, leans the business to opt for the CRM analytics.
01 02 03 04
Increase Cross-selling Implement retention program Improve the Marketing insights
Reach out to the Niche Markets
upselling related to consumer habits for campaigns.
GST Should focus on cross
Marketing team needed to identify
selling and up-selling to high Company should focus on
Company should focus on which customers to be targeted
value customers. retaining the existing customers
reaching out to the niche markets and the most profitable mix of
to have a loyal customer base product offerings for them
Cross selling: to sell a different With the help of CRM tools
because customer retention is
product to an existing customer company should analyse the
more profitable than new Company should focus on
consumer habits and create
customer acquisition’ and it is improving the marketing insights
Upselling: to sell a more retention program based on these.
easier to retain the niche market. to gather the information required
expensive product to an existing
to serve the customers best.
customer.
Implement CRM
analytics
4.
Difference Between Operational CRM and Analytical CRM
The below difference in both the tools make it clear that these are interrelated.
Operational CRM
Analytical CRM
.
5
The Power of CRM analytics
Once the Analytical CRM tool is added to the already existing EDW and operational CRM tool, the business will reach its goals.
Implement CRM
analytics
Sample of Analytical CRM finding
6
Proposed CRM Solution For GST
7
(000') (000') (000')
Customer Base 13000 13650 14332
5% 5%
Campaign take rate 3% 8% 8%
5%
Fixed cost
Hardware 1500000 180000 180000
software 2500000 450000 450000
Professional Service 1000000 200000 200000