Customer Relationship

Management (CRM)

Presented by
Mohamed H. F. Ibrahim
Wang, Peixian
Mardjani
CRM

 What is CRM? L Y
C AL
N I
C H
TE
Analysis
Capture
Storage
Company Customer
Vendor
Partner
CRM

 A comprehensive approach to an organization's

philosophy in dealing with its customers
 Includes:
 Policies and processes
 Front-of-house customers service
 Employee training
 Marketing
 Systems and information management
CRM

 Three aspects
 Operational CRM
 Automation of customer processes
l ??
 Provides support to “front office” business process too
e
ar
 Collaborative CRM ft w
s so
 Self service le
sa
 Reduces costs and improves servicesA
 Analytical CRM
 Analysis of customer information
 Supports kinds of decision
Analytical CRM Systems
 A part of CRM

 That aims at storing, analyzing and applying the

knowledge about customers and about ways to
approach customers

 Typically using databases, statistical tools, data mining,

business intelligence and reporting methodologies.
Analytical CRM Systems

 The efficient and automated management of customer interactions is only

part of the story. Companies also need to analyze the performance of those
relationships, uncover trends in customer behavior, and understand the true
value of their customers to the company.

 Analyzing customer relationships from a lifetime perspective is critical

for success.
Operational Data for Analytical
CRM Process
 Customer Knowledge Data consists of:
 Basic personal data such as: customer name, company
name, business unit, address, e-mail and phone.
 More sophisticated client knowledge such as:
 Client value ( annual revenue, profitability).
 Transactions (product description, revenue, profit, payment method,
payment behavior).
 Internet communication (IP Address, entry name).
 Telephone communication (call center report data, sales calls)
 Other communication (mailings, responses).
 Customer satisfaction (with product, service, company).
Analytical CRM Systems
•Three acts..
•Widening the relationship with
customers by acquiring new and
profitable customers.

•. Lengthening the relationship with

your top customers by targeting
existing resources and
strengthening the foundation of
those relationships.

•. Deepening the relationship with

customers by transforming minor
customers into highly profitable
ones.
Business Processes Supported
by CRM-System
 “Face office” —— sales, marketing and service

 Campaign management

 Feedback and issue-reporting

 Opportunity management

 Change or turn management

 …………
Contribution to MIS/BI-Tools
 An information source as to customers’ knowledge

 Collection

 Integration

 Analysis

 Presentation

Support better business decision making

Why We Need CRM Software?

CRM software helps companies improve their

relationships with their customers. CRM
software is constantly evolving along with
newly defined CRM processes, providing
greater insight into how to attract and retain
customers.
The Examples of CRM System Softwares

 SAP CRM
 Microsoft Dynamics CRM
 Oracle Siebel
 CommenceRM
 SageCRM
Comparison of CRM Softwares

CommenceRM Microsoft CRM Oracle E-Business Suite Sage CRM

Application

Contact Management Yes Yes Yes Yes

Sales Force Automation Yes Yes Yes Yes

Marketing Automation Yes Yes Yes Yes

Services Management Yes Yes Yes Yes

Call Centre Yes Third party Yes Yes

Knowledge Management Yes Yes Yes Yes

Business Intelligence Yes Yes Yes Third party

Financial System No Yes Yes Yes

Distribution System No Yes Yes Third party

Manufacturing System No Yes Yes Third party

Average Total Cost of Implementation $7,425 $56,875 $24,700

Number of Customers 20,000+ 4,000+    

INTERFACE MICROSOFT CRM DYNAMIC (EXAMPLE)
Thank you for your attention!
Have a nice holiday!
What can we do by CRM
Systems?
 Capture & Track Customer Requests

 Manage Tasks & Workflow

 Assess Customer Satisfaction

 Provide Timely FAQ Responses & Email

Acknowledgements

 Report Performance