Customer Relationship ManagementCustomer Relationship Management

Customer Relationship Customer Relationship ManagementManagement

Presentation By:Presentation By:Tarun RattanTarun RattanJyoti SodaniJyoti SodaniAkash GuptaAkash Gupta

SaloniSaloni

ObjectivesObjectives

Overview of CRMOverview of CRM

Benefits of CRMBenefits of CRM

Case Study: Companies which have Case Study: Companies which have Implemented CRMImplemented CRM

What is CRM?What is CRM?

CRM (Customer Relationship Management) are CRM (Customer Relationship Management) are the concepts used by organizations to manage the concepts used by organizations to manage their relationships with customers.their relationships with customers.CRM software is used to support these CRM software is used to support these processes.processes.From the outside, customers interacting with a From the outside, customers interacting with a company perceive the business as a single company perceive the business as a single entity.entity.CRM helps a company unify its customer CRM helps a company unify its customer interactions and provide a means to track interactions and provide a means to track customer information. customer information.

Aspects of CRMAspects of CRM

Front office operations Front office operations

Back office operationsBack office operations

Business relationships Business relationships

AnalysisAnalysis

Approaches Approaches toto CRM CRM

Approaches to CRMApproaches to CRM

There are There are severalseveral different approaches to different approaches to CRM, with different software packages CRM, with different software packages focusing on different aspects:focusing on different aspects:

Operational CRMOperational CRM

Analytical CRMAnalytical CRM

Collaborative CRMCollaborative CRM

Operational CRMOperational CRM

Gives support to ‘Front Office’ business Gives support to ‘Front Office’ business process (e.g. sales, marketing etc).process (e.g. sales, marketing etc).

Any interaction with customers is stored in Any interaction with customers is stored in customers’ contact histories, which the customers’ contact histories, which the staff can retrieve as necessary.staff can retrieve as necessary.

Gives staff access to important information Gives staff access to important information about the customer, eliminating need for about the customer, eliminating need for individually obtaining it from the customer.individually obtaining it from the customer.

Analytical CRMAnalytical CRM

Analytical CRM analyzes customer data for a Analytical CRM analyzes customer data for a variety of purposes:variety of purposes:Designing and executing targeted marketing Designing and executing targeted marketing campaigns.campaigns.Analysing customer behavior in order to make Analysing customer behavior in order to make decisions relating to products and services (e.g. decisions relating to products and services (e.g. pricing, product development).pricing, product development).Management information system (e.g. financial Management information system (e.g. financial forecasting and customer profitability analysis).forecasting and customer profitability analysis).

Analytical CRM generally makes heavy use of data Analytical CRM generally makes heavy use of data mining. mining.

Collaborative CRMCollaborative CRM

Helps unify information that is collected Helps unify information that is collected through various departments’ interaction through various departments’ interaction with customers.with customers.

Goal is to use information collected by all Goal is to use information collected by all departments to reduce costs and improve departments to reduce costs and improve the quality of services provided by the the quality of services provided by the company.company.

Benefits of Implementing CRMBenefits of Implementing CRM

Attracting new customersAttracting new customersQuicker and more efficient response to customer Quicker and more efficient response to customer

leads and customer informationleads and customer informationSimplification of marketing and sales processes Simplification of marketing and sales processes Understanding customer needsUnderstanding customer needsBetter customer service Better customer service Building customer loyalty Building customer loyalty

Drawbacks Of CRMDrawbacks Of CRM

Lack of commitmentLack of commitment

Poor communicationPoor communication

Weak leadershipWeak leadership

Complete solutionComplete solution

Stages In CRMStages In CRM

Stage 1 - Collecting informationStage 1 - Collecting information

Stage 2 - Storing informationStage 2 - Storing information

Stage 3 - Accessing informationStage 3 - Accessing information

Stage 4 - Stage 4 - Analysing customer behaviourAnalysing customer behaviour

Stage 5 - Marketing more effectivelyStage 5 - Marketing more effectively

Stage 6 - Stage 6 - Enhancing the customer experienceEnhancing the customer experience

CRM Solution ProvidersCRM Solution Providers

Implementation of CRMImplementation of CRM

Case StudyCase Study

DHL DHL CanonCanon

Tata MotorsTata MotorsAvivaAviva

Canon and CRMCanon and CRMCanon needed a comprehensive customer database Canon needed a comprehensive customer database that could be made available to front office personnel.that could be made available to front office personnel.It purchased and implemented a Siebel CRM It purchased and implemented a Siebel CRM package, which implemented a Call Center CRM package, which implemented a Call Center CRM strategy in the sales department, among other things.strategy in the sales department, among other things.Information that was stored for a period of 15 years Information that was stored for a period of 15 years was used in an attempt to achieve customer was used in an attempt to achieve customer satisfaction. Canon had 2200 users involved in its satisfaction. Canon had 2200 users involved in its implementation. implementation. Overall improvement was seen in three main areas – Overall improvement was seen in three main areas – Call Center, Sales and Service.Call Center, Sales and Service.

DHL and CRMDHL and CRMDHL Global Mail needed a CRM solution that could DHL Global Mail needed a CRM solution that could cater to a global network and ultimately provide a cater to a global network and ultimately provide a holistic view of the customer right across the globe.holistic view of the customer right across the globe.DHL used Salesforce.com as its CRM platform in the DHL used Salesforce.com as its CRM platform in the dispatch and delivery of parcels, and business post dispatch and delivery of parcels, and business post etc.etc.The CRM suite was installed simultaneously around The CRM suite was installed simultaneously around the globe within six months and integrated with the the globe within six months and integrated with the existing systems to ensure data centralisation.existing systems to ensure data centralisation.It achieved an integrated approach to the customer It achieved an integrated approach to the customer worldwide and a single view of the customer as well.worldwide and a single view of the customer as well.

Tata Motors and CRMTata Motors and CRM

Tata Motors was looking for real-time availability of Tata Motors was looking for real-time availability of customer and product data from its entire dealer network, customer and product data from its entire dealer network, faster response to customer requests, increased productivity faster response to customer requests, increased productivity and revenue generation, and a system that would give it a and revenue generation, and a system that would give it a 360-degree view of customers across all possible touch 360-degree view of customers across all possible touch points.points.The solution jointly deployed by Oracle, SAP and IBM had The solution jointly deployed by Oracle, SAP and IBM had been implemented in phases since 2003.been implemented in phases since 2003.The on-line CRM initiative now supports over 15,000 users, The on-line CRM initiative now supports over 15,000 users, within the company and among its channel partners in India within the company and among its channel partners in India and abroad, to conduct all customer-facing transactions. and abroad, to conduct all customer-facing transactions. Besides achieving the above objectives, the CRM package Besides achieving the above objectives, the CRM package also helped in leveraging data to improve customer also helped in leveraging data to improve customer interactions and streamline product development and interactions and streamline product development and planning, which has helped Tata motors provide additional planning, which has helped Tata motors provide additional value-added services to customers.value-added services to customers.

Aviva and CRMAviva and CRMAviva decided to implement a CRM suite even before it Aviva decided to implement a CRM suite even before it commenced its Indian operations. The idea was to have commenced its Indian operations. The idea was to have a better interface with customers. It also wanted to a better interface with customers. It also wanted to integrate its customer-facing departments.integrate its customer-facing departments.It picked Talisma from among four vendors after a It picked Talisma from among four vendors after a stringent evaluation exercise. stringent evaluation exercise. Aviva took six months to implement the e-CRM suite. It Aviva took six months to implement the e-CRM suite. It implemented all the e-CRM modules except for the chat implemented all the e-CRM modules except for the chat module. Today there are 450 users of the e-CRM suite module. Today there are 450 users of the e-CRM suite at the company.at the company.The e-CRM implementation enabled Aviva to tap the The e-CRM implementation enabled Aviva to tap the potential of the Indian insurance market by tailoring its potential of the Indian insurance market by tailoring its products and services, and quickly analysing and products and services, and quickly analysing and adjusting its marketing initiativesadjusting its marketing initiatives

BibliographyBibliographyCRM Infoline – CRM Infoline – www.crminfoline.comwww.crminfoline.com

‘‘Basics of CRM’ Basics of CRM’

By Amal Krishna BiswasBy Amal Krishna Biswas

Gartner, Inc., ‘Commonly Deployed CRM Gartner, Inc., ‘Commonly Deployed CRM Application Vendors in 2006’ (Report)Application Vendors in 2006’ (Report)