Benefits of Implementing a CRM

System in Cellular Telecom Services

M Dadlani, R Shanker & P Chopra

Presented by:
Group – 4
Nimisha Walecha (E – 13)
Aparna Gundapuneedi (E – 24)
Vaibhav Taneja (E – 45)
Chirag Soni (F – 33)
 What is CRM?

CRM is a discipline as well as a

set of discrete software
technologies which focuses on
automating and improving the
business processes associated
with managing customer
relationships within the areas of
sales, marketing, customer care
and support.
 CRM
• CRM promises competitive
differentiation in a parity
environment.

• A customer-centric operation is
no longer an optional
differentiator but it is a key to
remain in business.

• CRM is defined as a continuous

process of identifying,
attracting and retaining
profitable customers.
ALLIANCE INFOTECH’S CRM
“ENSEMBLER”
 CRM
• Involves knowing customer individually &
customizing business for them
• Customer learning curve
• Criteria for a learning relationship:
• To have a good design interface.
• To have good memory
• To have the ability to integrate the info into way it handles customer

CRM MAKES A COMPANY’S CUSTOMER MORE LOYAL

VARIATIONS OF
CRM
 CRM Vs ERP
• ERP automates and • CRM automates and improves
optimizes business processes Business Processes in front
in areas-finance, office areas- marketing, sales
manufacturing, inventory customer service and support,
management, HR, etc. etc

• ERP results in improved org.

efficiency.
• ERP provides backbone,
resources and operational
applications to make org
efficient.
• CRM provides organizational
effectiveness.
• CRM provide framework for
embodying, promoting, and
executing best practices in
customer facing activities.
 CRM Business Cycle
• Understand and Differentiate
Profiling of customer based on demographics, purchase patterns and channel
preference.
Segmentation: to identify unique group of customers.
Customer valuation to understand profitability.

• Develop & Customize

Products, services, channels & media are customized based on needs of quantitative
customer segments.

• Interact and deliver

Customers interact in many different ways and many different areas of organization. It
must ensure:
• All areas have easy access to relevant, actionable customer information.
• All areas are trained how to use customer info to tailor interactions.
 CRM Business Cycle
• Acquire & Retain

A company will want to clone in its prospecting and acquisition efforts for the
customers that produce greatest value for organization customer
retention is based on an organization’s ability to deliver on customer’s
definition of value.

• Prioritizing and Changes

Organizations need to monitor and prioritize its customers depending on
their value deliverability and accordingly make suitable changes in its
deliverables.

• Creating an Action Plan

Action plan is needed so that deliverables are reached to prioritized

customers.
• Measuring success

1. Establish means of measuring progress on CRM

initiative
2. Establish enterprise wide measures of success and
metrics that can be applied to all CRM initiatives
 Hutchison Max Telecom Ltd:

• Subscriber base:
200,000 Mumbai The interactions are in:
205000 Delhi
120,000 Gujarat •Email: 2%
40000 Calcutta •Direct walk in: 5%
•Fax/letter: 8%
• In Mumbai around 14000 •Calls: 85%
interactions /day (i.e. single •Peak load hrs: 10 a.m. to 11 p.m.
customer interacts with the
company in 14 days)

Shows the need for effective customer relation

 Customer Dynamics In Indian Scenario
• 20% customers contribute 80% revenue
• 20% customer contribute 90% profits
• 68% customers walk away because of poor service
• New sales is approximately 5 times costlier than sales to
the existing customers.

Typical commercial CRM package costs 5crore, transition

period 6 to 12 months.
 Parameters For Measuring
Effectiveness Of CRM Implementation
• Staffing cost
• Total activation turnaround time
• Churn prevention
• Easier handling of peak load
• Customer service can be improved
• Customer history records
• Accurate MIS on productivity monitoring and turnaround
times for issue resolutions
• Reduction in no. of process steps
 CRM Scheme
Input to System

Front End

IVR/VoIP
Telephones
ACD
Call Centre
Browser
Presentation
Layer

Web mail
server
Mail/computer

Computer
Middle Ware

Back End
Database
Output to Management

OLAP Server

Data Storage Layer

Data Mining Layer

ERP
 CRM Benefits in Customer Support
• Strengthen shared relationships with individualized customer care based
on specific customer history and preference.

• Improve call centre efficiency and help desk support through automated
scripting.

• Increases call centre efficiency through automated call routing, call

tracking, and entitlement processes.

• Decrease support and service costs while inc customer satisfaction by

extending web based support functionality directly to customer.
Centralize all customer
contact- to deliver excellent
customer service.

Provide option of self service

to customer over company’s
website.
 CRM Benefits in Sales
• Improve field sales and sales management through real time information
sharing.

• Increases sales efficiency through wireless and internet based order entry.

• Improved territory management with up to date real time account

information updates.

• Improve the entire sales force by capturing, distributing and leveraging the
success and expertise of highest performers.

• Increases revenue per visit by focusing on growing the best accounts.

 CRM Benefits In Marketing
• Manage marketing campaigns with clear goals and
quantifiable objectives.

• Increases return on marketing investment through

accurate targeting and one-to-one marketing.

• Improved product development process with

knowledge gained directly from customer
interaction.
 HMTL Achieved
• Staff requirement reduced from 100 to 80

• Total activation turnaround time reduced by 90% from 70 min to 6-

7 min

• Assuming cetirus paribus churn rate can be reduced by 90%

(however it is dependent on a number of factors outside the scope
of an organization)

• Easier handling of peak load

• Customer history records

 Benefits To HMTL
• Call Centers

Reduction in staff cost

Enhanced productivity (subscriber to agent ratio)
Quicker turnaround time

• Customer Centre
Staff cost reduction

• Customer Relation
Staff reduction cost
Call escalation benefit

• Marketing
Churn Prevention
Segmented promotion