Module – 3

Managing Customer Relations

 TOPICS
• Stages of CRM
• Techniques to Manage Relations
• Creating Customer Profile – Know your customer
• Segmentation and Targeting Customers
• Tools used for Customer Segmentation and Targeting
• Case Study
 Stages of CRM
1. Reach

(Marketing)
2.
5. Loyalty
Acquisition

(Customer
(Sales)
Service)

4. 3.
Retention Conversion
 Stages of CRM
• Generate Brand Awareness:

• Demographics
Segmenting • Unique Campaigns
• Interests • Similar interests • Social Media/Email
• Channels of • Similar • Strategies
Communication Demographics

Learning Creating
1. Reach

2.
5. Loyalty
Acquisition

4. 3.
Retention Conversion
 Stages of CRM
• Acquire Leads

 Share email ids while signing up

 Set live chat on your site
 Personalize outreach with the lead

1. Reach

2.
5. Loyalty
Acquisition

4. 3.
Retention Conversion
 Stages of CRM
• Convert leads into Customers

High Interest Nurture, Build Reminders and

Customer Trust Follow ups

1. Reach

2.
5. Loyalty
Acquisition

4. 3.
Retention Conversion
 Stages of CRM
• Provide superior customer services
How to retain Excellent Service
customers? Support!

 Poor Service
 Superior Service
 Quick Action
 Choice of Channel

1. Reach

2.
5. Loyalty
Acquisition

4. 3.
Retention Conversion
 Stages of CRM
• Drive Spells

 Customers keep coming back

 Offer Quality
 Offer promotional deals
 Personalised recommendations
 Feedbacks, regular check, things to
improve

1. Reach

2.
5. Loyalty
Acquisition

4. 3.
Retention Conversion
 Techniques to Manage Customers

Post Acquisition
Acquisition Stage
Stage
Techniques to Manage Customers

Customer knows
everything

Raise any issue

ge
Sta
tion
Product/service

uisi
return guarantee
Acq
 Techniques to Manage Customer
Post Acquisition Stage: Single Product/Service User
a) Education : User manuals, websites, query desks, contact centres, product demos, onsite support, etc.
b) Complaint/request and query management support
c) Relationship recognition

Multiple Product/Service User

a) Recognition to “Total Share of Wallet”

b) Catering to Individualized/personalised needs

Additional Business
a) Extended benefits
b) Denial of new benefits
c) Transaction history, Socio-economic characteristics, Behavioral traits, Identification of customer uniqueness
 Techniques to Manage Customer
• Acquisition Cost v/s Relationship Cost
Post purchase transaction handling
Loyalty Programs
Partnering Programs
Personalized Services – one to one marketing
 Creating Customer Profile
Know your customer
• Analysis of existing profiles
• Find out similar customers
• Improve campaigns
 Creating Customer Profile
How to create a customer profile?

Strategize,
Assign plan &
Gather names to execute
Analyse Survey Research
Information profiles & sales &
store info marketing
campaigns
 Creating Customer Profile
Benefits of creating customer profile:

• Easy to find leads

• Lowers customer acquisition cost
• Better service to customer
• Reduces churns
Segmentation and Targeting Customers
• Market segmentation and targeting refer to the process of identifying a
company’s potential customers, choosing the customers to pursue, and
creating value for the targeted customers.
• It groups customers with similar needs together and then determines the
characteristics of those customers.
• Under targeting, the company selects the segments of customers it will focus
on.
 Segmentation and Targeting Customers
• How do companies segment and target their customers?

• Geography
• Demographics
• Psychographics

• Why
• What
• Who
 Segmentation and Targeting Customers
• Strategies to target the customers?
Product
Strategy

Strategies

Price Communication
Strategy Strategy
Segmentation and Targeting Customers
• Tools used for customer Segmentation and Targeting
Kissmetrics – used for eCommerce co. Behaviour and characteristics.
Baremetrics – Provide real-time data refreshes from multiple sources
Google Analytics – Provide website traffic data – age, gender, income etc.
Piwik PRO – Trach website visitors, their behaviour
Optimove – Customer engagement, retention, lifetime value
Brandwatch – Information from conversations
Sprout Social – Social Media Audience
The End!