Customer Relationship

Management and Crises

Management

SUBMITTED BY:
Ashutosh Kankane
SUBMITTED TO:- Palak Adwani
Dr. Pooja Pastone Shukla Palkesh Tank
Prafull Patel
Shivam Singh
 What is Customer Relationship Management?

• Customer relationship management (CRM) refers to the principles, practices,

and guidelines that an organization follows when interacting with its
customers.
• From the organization's point of view, this entire relationship encompasses
direct interactions with customers, such as sales and service-related
processes, forecasting, and the analysis of customer trends and behaviors.
Ultimately, CRM serves to enhance the customer's overall experience.

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 Benefits of CRM?

• A CRM system helps businesses organize and centralize their information on

customers, allowing for easier access and customer support. Businesses use CRM
systems to optimize sales and marketing and improve customer retention.
• Data analytics is also much easier, where businesses can track the success of
various projects or campaigns, identify trends, infer associations, and create
visually intuitive data dashboards.
• Customers enjoy better service and are more likely to report higher satisfaction
as a result. Customer interactions including complaints are stored and can be
easily recalled so that customers do not have to constantly repeat themselves.
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 What is Crisis Management?

Crisis management refers to the identification of a threat to an organization and

its stakeholders in order to mount an effective response to it.
• Even the best-managed businesses may be hit by a crisis caused by external or
internal events.
• Crisis management is the strategy of anticipating crises at the corporate level
and planning how to deal with them effectively

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 KFC Crisis Management
Due to problems with its suppliers, the popular chain of fried
chicken restaurants ran out of chicken. Due to this, the
company had to close more than half of its UK locations. The
good news is that KFC handled this crisis in an exemplary
manner, turning it into a successful PR campaign for the
company and preserving both its reputation and its
customers' trust.
• Apology and Accountability: KFC apologised to its customers directly
through social media and the media instead of blaming the chicken
Suppliers

• Communication: When it came to responding to customer queries

and worries on social media, KFC was on the ball. Additionally, they
tweeted a number of Q&As that answered customer questions.

• Transparent : Along with interacting with customers, transparency By

providing a link to a page with all the necessary details, KFC
demonstrated their openness regarding the measures they took to
resume normal operations.
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 Samsung Crisis Management

The crisis: Within weeks of launching its flagship smartphone, the Galaxy Note 7, the company had to recall all
of the more than 3 million devices it had sold, after reports of overheating and exploding batteries.

How Samsung responded: The company announced a global recall of around 2.5 million Galaxy Note 7 phones.
They eventually discontinued the production and sale of the device. With a bold decision like this one, their
action showed that at the risk of immediate impact on top-line revenue, the company treated its consumers like
precious entities and put them first.

The brand also built a new test lab and staffed it with 700 researchers, 200,000 devices and 30,000 to replicate
the cause of fire. They created a battery advisory group and gave all the processes a boost ensuring that the
next set of phones will be the company’s most highly-tested ones.

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 Crisis Management at the time of Pandemic

• The Coronavirus pandemic has had a severe impact on businesses. No one has
been spared. Many companies have been forced to slow down or even stop
their activity. Whereas others have found themselves faced with a surge of
activity that they were not prepared for.
• In both cases, businesses’ customer relationship management has been
disrupted. This is particularly true of customer service departments, who are
overwhelmed by customer requests.
• Maintaining a quality customer relationship in these times is a real challenge.
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 Steps should be taken by businesses at the time of
cries are:-

• Maintaining quality of service through the Voice of the Customer

• Ensuring that your customers understand the exceptional measures taken by
your company
• Listening to your employees

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 Ways to Leverage CRM at the Crises

• Be Prepared for the New Normal

• Better Communication
• Deeper Insights
• Greater Efficiency
• Increased Productivity

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Thank you