BY; GROUP -5

What is CRM?Customer Relationship Management is a comprehensive

strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.

CRM is a management approach a model that puts a customer at the core of a company processes and practices.

CRM leverages cutting edge technology integrated strategic planning up-close and personal marketing techniques and Organization development tools to build internal external relationships that increase profit margins and productivity within a company.

Need For CRMTo meet the changing expectations of customer due to:

(a) social and demographic factors.

(b) economic situations.

(c) educational standards.

(d) competitors product

Typically a call center is a place that encourages customers to make calls in order to facilitate their easy usage of the product/service offered by the organization. All calls from customers regarding their queries, problems, suggestions are entertained.

Call Centers Phenomenal Success - CRM Plays a Part!

It consists of a group of personnel that are specifically trained in handling inbound and outbound customer calls thus catering to customer service needs. Call center services include:

• tele -calling • e-mail campaign • market research

A call center has the immense capacity to handle huge amounts of calls at all times. Generally qualified personnel who are imminently capable of dealing with the call in the right manner, handle them. All calls are monitored and logged and used for future reference.

CRM (Customer Relationship Management ) being the customer centered strategy of the decade and finding its roots in customer satisfaction and customer focus, has started to play a very prominent role in the call center sector. How has it achieved this? Call centers are finding that implementing this strategy brings them vast benefits. For example the high potential that call center CRM software has in collecting vital customer data and storing it. This data is entirely essential to the call center and is utilized in its day to day activities. It helps them possess a clearer view of the customer being handled and enables them to give the right answers to customer queries, problems etc. Knowing the customer, his preferences, his purchase history etc all contribute significantly to the of the customer.

What Benefits can CRM offer the Call Center Sector?

Call center CRM software benefits the call center through its provision and storage of valuable customer data , increased automation, visible reduction in call center costs and its potential to boost customer service levels thereby increasing productivity and customer satisfaction.

It helps in assisting call centers with shorter call durations, reduction in holding time and the decrease of misrouted calls. Since the need for CRM is of extreme importance in the call center spectrum, CRM provides the call center with a complete and accurate picture of the customer. CRM enables the appropriate and most productive usage of customer information thereby helping to build better relationships with customers.

CRM provides the call center professional with valuable customer data providing him with a information about the customers history and before he makes a call. He is thus in a position to know and understand the customer preferences providing added information to the sales industry sector. It enables customer databases to be kept up to date at all times.

CRM enables call center employees perform their duties easily and with less strain on account of its user friendly attributes. Less training is required as well. CRM enables call centers to assess their client s requirements and accordingly provide them with what they actually require. CRM also enables call center professionals and managers to prepare their reports speedily and with clarity

CRM ComponentsCRM’s can be broken down into three key components.

Operational

AnalyticalCollaborat

iveEnhance Company

Relationship with

Customer

Front Office

Operations (sales,

marketing, service

etc)

Interaction With

Customers (email, letters, phone,

meetings, fax etc)

Evolution Of CRM

NEED OF e-CRM

Due to the introduction of new technology

To satisfy the customers at global level. (Sometimes customer itself prefer to do online

purchasing.)

Basically e-CRM is concerned with attracting & keeping economically valuable customers & eliminating less profitable ones.

Difference Between CRM And e-CRM CRITERION CRM e-CRM

Customer Contacts Traditional Means-Retail Store, Telephone Or Fax

Through Internet, E- Mail, Wireless, Mobile And PDA Technologies

System Interface Works With Backend Application Through ERP System

Designed For Frontend As Well As backend Applications Through ERP, Data Mart And Data Warehouse

System IT Requires PC Clients To Download Various Applets And Applications.

Here, Browser Is The Customers Portal To e-CRM

Contd..

CRITERION CRM eCRM

Customization and Personalization

Different People Require Different Information But Personalized Views For Different Audience Are Not Possible Here

Personalized Views Based On Purchase Are Possible.

System Focus System Is Designed Around Product And Job Functions. Here, Applications Are designed Around One Department Or Business Unit.

System Is Designed Around The Customers Need. Enterprise Wide Portals Are Designed And Not Limited To A Single Department.

Systems Maintenance And Modifications

Implementation Is Longer And Costly.

System Implementation Require Less Time And Cost.

Process of e-CRM

Benefits Of e-CRM

Convenience

Improvement in overall quality of customer experience

Increased profitability

More effective marketing.

Improved customer service and support.

. Greater efficiency and cost reduction.

Increased customer loyalty. (time frame)

Pitfalls• Huge money is required to implement ECRM.

• Highly knowledge requiring process.

• Results are not according to expectations.

• Sales and Marketing are reluctant to adopt new automated CRM system.

Image Value

Product Value

Services Value

Monetary Price

Time cost

Energy cost

Total

customer

value

Total

customer

cost

Customerdelivered value

Determinants Of Customer Added Value

Power of CRM with Call CenterCustomer Facing:Sales, service, and marketing activities

Sales.Process-focused:Workflow drives consistent executionTeam-oriented:Collaborate with others inside and outside

of the organization

Group - 5