module 1

"Your most unhappy

customers are your greatest source of

learning." – Bill Gates

Customer Relationship ManagementBottom-line:

The use of information-enabled systems for enhancing individual customer relationships to ensure long-term customer loyalty and retention

In business you get what you want by giving other people what they want. -Alice MacDougall

Evolution of CRM..

• Initially door-to-door salesforce to approach the customers

• Mass marketing replaced the intimacy of direct sales force

• Targeted marketing evolved. Direct mail and telemarketing

• Customer Relationship Management is the latest, supported by technology

What is CRM?

An integrated approach to identifying, acquiring and maintaining customers

Allows companies to coordinate their approach across channels, departments and also geographically

How is VALUE created?• Identify the needs in the marketplace• Find out which needs the organization can profitably serve• Design goods and services that meet those needs• Developing a marketing mix that will convert potential

customers into actual customers• Providing for the necessary service and follow-up after the

service

Konosuke Matshushita is the Founder of Panasonic

CRM leads to...

Identifying prospects and helps them become customers.

Closing sales more effectively and efficiently.

Allowing customers to perform business transactions quickly and easily.

Providing better service and support following a sale.

Which = Customer Service!!

Satisfied customers pay off…

Customer Service

Helps make call centers more efficient Aids in cross and up selling products. Cross Selling: Provide additional products/services. Up Selling: Upgrade existing products/services.

Helps sales staff close deals faster. Simplifies marketing and sales processes

Allows companies to discover new customers

• Know everything you need about your customers and prospects.

• Improve your productivity.

• Identify and target the right people.

• Manage efficiently your commercial activity.

Transaction vs. Relationship Marketing

Transaction to Relationship Marketing

Relationship marketing

Transactional marketing

Emphasis on all marketing domains and customer retention

Emphasis on customer acquisition

Functionally based marketing

Cross-functionally based marketing

CRM objectives

• To simplify marketing and sales process• To make call centers more efficient• To provide better customer service• To discover new customers and increase

customer revenue• To cross sell products more effectively

Benefits of CRM implementation•

More effective reach and marketing•

Improved customer service and support•

Improved response time to customer requests for information

•Enhanced customer loyalty

•Improved ability to meet customer requirements

•Improved quality communication and networking

•Reduced costs of buying and using product and services

•Better stand against global competition

• Develop better communication channels•

Collect customer related data•

Create detailed profiles of individual customers

•Increased customer satisfaction

•Access to customer account history, order information, and customer information at all touch points

•Identify new selling opportunitiesIncreased market share and profit marginIncreased revenues

Is CRM New?No!• Simply an extension of

relationship marketing• Builds on customer

service and satisfaction concepts

• Just the latest buzzword for creating customer orientation

• Bottom-line is still the same

Yes!• A shift in corporate

philosophy concerning the approach to value delivery

• Customer-centric approach to value chain

• New and technology-enhanced processes

• Focus is not just on bottom-line, but on top-line

• Goal is to create satisfying experiences across all customer contact points

Make a customer, not a sale.-Katherine Barchetti

eCRM• rise of the internet and

eCRM has boosted the options for self-service activities

• Developing customer-

centric strategies

mCRM• subset of eCRM• Mobile CRM (mCRM)• personal direct

connection with customers

• high and quality responsiveness

Different levels of eCRM

• Foundational services: This includes the minimum necessary services such as

web site effectiveness and responsiveness as well as order fulfillment.

• Customer-centered services: These services include order tracking, product

configuration and customization as well as security/trust.• Value-added services: These are extra services such as online auctions and

online training and education

m CRM

"services that aim at nurturing customer relationships, acquiring or maintaining customers, support marketing, sales or services processes, and use wireless networks as the medium of delivery to the customers”

Steps to successful m CRMStep 1 - Needs analysis phase: This is the point to take your times

and understand all the technical needs and desires for each of the users and stakeholders.

Step 2 – Mobile design phase: This is the next critical phase that will show all the technical concerns that need to be addressed. A few main things to consider are screen size, device storage and security.

Step 3 – Mobile application testing phase: This step is mostly to ensure that the users and stakeholders all approve of the new system.

Step 4 – Rollout phase: This is when the new system is implemented but also when training on the final product is done with all users.

No. 5 in India

• Sage Software India is a subsidiary of Sage Group and has over 1000 customers in India for its ERP, CRM and Payroll products. The company offers its expertise across wide range of platforms such as Trading and Distribution, Manufacturing, Services, IT/ITES, Financial Services, Media, Travel & Hospitality and Professional Services.

No. 4 in India

Salesforce.com is considered as the pioneers in global CRM marketing, and in 2010 they recorded a 42 % Indian CRM market growth compared to its overall Asia Pacific development.

The Salesforce customer base includes some of the best Indian companies like AdGlobal360, Bajaj Auto Finance, Godrej Properties, GVK Biosciences Private Limited, Infotech Enterprises Limited, Microland Limited, and Y-AXIS Overseas Career.

No.3 in India

Over 1 million CRM users worldwide, Microsoft Dynamics is the fastest growing CRM suite till date. According to certain researches and reports, Microsoft and its CRM suite is quickly evolving itself to a global and India leader in terms of market and sale numbers.

No.2 in India

SAP CRM is Customer Relationship Management (CRM) software from SAP AG that targets business software requirements of midsize and large organizations in all industries and sectors

The software suite has got a broad customer base in India. Some of the key market areas include Auto, Oil & Gas, Telecom and Engineering. Also SAP is the first enterprise solutions vendor to cross 1000 customer mark in India.

No.1 in India

Oracle launched its first operations in India in August 1993 with less than ten people. Just one year later it became the first major U.S. software company to create an India Development Center in Bangalore. The center was designed mainly to support the product development strategy for global markets