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Introduction To CRM
Introduction To CRM
Introduction To CRM
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CRM(Customer Relationship Management)
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How can u figure out what customer want from you
in terms of service?
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The kind and level of service that you must
deliver depends on:
Who the customer is
What the customer expectations are
What experience they had with you and other
entities
What your strategy is
What role customer service play
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Standardization:
Pin down the service and to be able to
standardize it.
So that it can be consistently delivered.
Customization:
Differ Service from customer to customer.
The value of service as”relationship-building tool”
is its customizability.
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Some customer may require and deserve
better service than the others.
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CRM gives a framework for the activities.
It decides on:
What to do - the objectives
What is required to do it - the resources
Who should do it - the people
How to do it - the process
How long to do it - the time frame
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Benefits of Implementing CRM
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Architecture of CRM:
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Operational CRM:
Operational CRM means supporting the "front
office" business processes, which include customer
contact (sales, marketing and service).
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Collaborative CRM :
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.
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Related aspects:
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Front office:
Phone calls
Online services
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Back office:
Billing
Maintenance
Planning
Marketing
Advertising
Finance
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Business relationships:
• Suppliers/vendors
• Retail outlets/distributors
• Industry networks (lobbying groups, trade
assn’)
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Business strategy perspective:
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Customer Acquisition:
Growth
• Aim is to increase the number of customers that purchase
from us for the FIRST TIME
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Customer Retention:
Re-purchase
• Our customer returns and buys for a second time
• This is most likely to be the purchase of a similar product or
service.
Growth
• Aim is to increase the number of customers that purchase from
us REGULARLY
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Customer Extension:
Growth
• Aim is to increase the number of customers that purchase
ADDITIONAL products
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Pizza example:
Subconscious Expectations
Pizza with specified toppings
Take 10 minutes
Come in a packed box
Remain warm till you reach home
Charges – standard and acceptable price
Pizza will taste reasonably good
You will come back if all the above are met
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Exceeded expectations
• Deliver on all expectations
• Give you a garlic bread FREE !
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If you go regularly
Rapport with employees
You forgive if they mess up with one or two
expectations.
If they continue to do the same u will stop
going there and search for other shop.
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CRM is a business philosophy based on
TRUST and VALUE.
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