crm unit 4 crm planning and implementation
TRANSCRIPT
Prepared and presented by,
N. Ganesha Pandian,
Assistant professor,
Madurai School of management.
II y
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III Sem
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Academ
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2017-2
018
What is Strategic CRM?
CRM is a business strategy whose outcomes optimize
profitability, revenue and customer satisfaction by
implementing customer-centric processes.
When developing a CRM strategy, it‘s important to
identify all of the functional areas of your business
that touch your Customers or Prospects, and then
develop and document the business processes that
you will use to manage those touch points.
Help better understand the needs of every
individual customer
Reduce customer churn - eg: lower selling
costs
Increase leads - eg: referrals
Increase revenue per customer - eg: cross
sell, upsell
Help deliver a consistent experience every
time
People
Communicate vision
Recognise customer-centric behaviour
Train staff on Customer Service and customer dispute resolution
Make customers front and centre for all key business decisions
Measure and report
-Surveys (written or face to face)
-Social media monitoring
-Mystery Shopping
- Management involved with Customer
Processes
Lead management
Sales Pipeline management
-Call back responses
Accounts Management
Record account specifics and all account interactions across the
organisation
Customer care program
-Case management
Dispute recognition
Social media management
• Marketing
-Leverage technology, individual behaviours and context to
drive more personalized marketing and engage prospects
and customers
Technology
Implement a CRM System
Use CRM to cement your process
Make CRM central source of truth
Integrate your CRM system
Content Management System (CMS)
ecommerce platform
Marketing Automation software
Learning Management System
ERP
Accounting software
1. Identify the best customers, and the worst
2. Distribute value differently to different customers
3. Compete on scope
4. Focus on strategic capabilities
5. Win through customer-centric innovation
6. Measure customer performance
7. Unlearn and relearn
8. Redefine the focus
9. The new competition
Planning CRM – Strategies to Success
CRM (Customer Relationship Management) is the
successful blend of a business strategy and
technology that enables a company to achieve
their goals. The technology provides companies
with ways to keep contact with existing
customers, manage leads more effectively,
measure results more often and standardize
business processes.
Customer-facing level CRM processes
Customer-oriented CRM processes
Cross-functional CRM processes
CRM Macro-level processes
Implementation issues of CRM
CRM process model
Implementation issues of CRM
Exclusivity
Poor Planning
Lack of Training
Wasted Funds
Defining Clear Objectives
Appointing a Core CRM Team
Defining the Processes
Managing the Application
Finding the Right Partner
Executive Sponsorship
Project Team Commitment
Project Manager
Planning and Business Process Analysis
Facilitation
Define Success
Phased Approach
Keep it Simple
Train, Train, Train
Seven types of CRM applications:
CRM systems for call centres
CRM systems for service representatives in the field
CRM systems for telemarketing
CRM systems for sales managers in the field (sales managers who
are in direct contact with the client)
CRM systems for marketing
Analytic CRM systems for the creation of BI insights and reports
based on a database of client contacts
CRM systems for servicing partners and clients over the
Internet.
Analytical CRM comprises the analysis and
systematic evaluation of customer data using
business intelligence functions. The aim is to
filter out the key facts from gathered
information and gain customer knowledge.
Leads in making more profitable customer base
by providing high value services.
Helps in retaining profitable customers through
sophisticated analysis and making new customers
that are clones of best of the customers.
Helps in addressing individual customer‘s needs
and efficiently improving the relationships with
new and existing customers.
Improves customer satisfaction and loyalty.
Data Warehousing
Data Enhancement
Data Mining, Personalization and Segmentation
Business Intelligence
Marketing
Data Movement, Workflow and Integration into
other CRM Applications
The operational CRM includes the systematic use
of analytical CRM filtered customer knowledge
within the operational processes. This knowledge
is used, for example, for the assessment and
classification of customers, sales work or
campaign management. The operational CRM
provides the functions to do this, so that
customer groups are specifically approached and
customer loyalty is strengthened.
Monet Workforce Management Live was especially
designed for small and medium sized call centers to
meet their specific needs:
Fast setup within days, avoiding large
implementation projects
Affordable monthly fees without large upfront
investment
Easy to use through 100% web interface
Quick integration with any ACD or PBX for call history
and real time adherence
Contact Centre Performance
Contact Centre Scheduling
Workforce Management
Customer Care Solutions
Recruitment and Retention
Steps to be followed by CRM managers
Customer relationship managers should know their customer's
needs , wishes and dreams. He or she should be well versed in
the value delivered to customers and the problems customers are
trying to solve.
The customer relationship manager will not only solve customer
requests but will proactively offer ideas and insights to improve
the customer's issues and challenges.
The customer relationship manager will follow up on every issue
and ensure complete satisfaction and maximum utilization of the
product or services sold to customers.
They love data and can explain its complexities
simply in order to drive actionable consumer insight.
They will be able to own and manage a loyalty
scheme and ongoing campaigns, setting the strategy
in place for revenue benefits through loyalty.
They will have great marketing communication ideas
They will communicate well and work closely with
other marketing department players such as email
managers, social media and PR
Choose the right tool and generate more
sales
CRM tool for customer data
CRM for organization
CRM Tools for Reports
Using a CRM tool to close sales
Big contacts
Daylite
Infusion soft
Insightly
Landslide
On contact
Oprius
Pipeline Deals
Plaxo
Sage act
Splendid CRM
Stride
Stitch labs
Sugar CRM
Vtiger