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VIDEO

RM

What is CRM?
CRM is a business strategy that aims to understand,
anticipate and manage the needs of an organisations current and potential customers
CRM is a shift from traditional marketing as it focuses on the retention of customers
in addition to the acquisition of new customers

Why did CRM develop?

PURPOSE OF CRM
The focus [of CRM] is on creating value for
the customer and the company over the longer
term .
When customers value the customer service
that they receive from suppliers, they are less
likely to look to alternative suppliers for their
needs .
CRM enables organisations to gain
competitive advantage over competitors that
supply similar products or services.

Underpinning Theory
Customers have many points of
contact with an organisation
Retaining customers is far most
cost effective than recruiting new
ones
Some customers are more
profitable than others
The 80/20 rule
For most firms, 80 percent of profit
comes from 20 percent of customers

Use of Technology

An example
The Elements of
CRM
Sales
Customer service/call
force
center management
automatio
Call center telephone
sales
Call Centers
n
Managing aspects
E-commerce
Of customer contact
Field sales

Marketing
automatio
n
Campaign
management

Retail

Web-based
self service

Content
management

Third-party brokers,
Distributors, agents

Field services
and dispatch

Data analysis
And business
Intelligence tools

Data warehouse and data cleaning tools

Potential Benefits Of
CRM
Customer retention

Share of customer or share of


wallet
Cross-selling
Up-selling

Potential Costs Of
CRM
IT infrastructure
Process change

Determinants of CRM:
Understand customer needs and problems;
Meet their commitments;
Provide superior after sales support;

TRUST
VALUE

Make sure that the customer is always told the truth;


Have a passionate interest in establishing and retaining a long-term
relationship.

Acquiring New Relationships


You acquire new customers by
promoting your companys product and
service leadership.

Enhancing
Existing
Relationships
3 phases
of
crm
You enhance the relationship by
encouraging excellence in cross-selling
and up-selling, thereby deepening and
broadening the relationship.

Retaining Customer Relationships


Retention focuses on service
adaptability delivering not what the

SWOT

Steps to improve CRM

Analyse again to see how were


doing
Activities to delight selected
customers

Customer selection
Analyse, define types,
profitability

Build a database

MARKET AUTOMATION

5 VIEWS OF CRM

SALES AUTOMATON

SERVICE AND SERVICE FULLFILLMENT


CUSTOMER SELF SERVICES
E COMMERCE

Functions Of CRM
Profit

Volume

Safeguar
d

Direct

Innovatio
n

Market

Scout

Access

Indirect

A Successful CRM
A successful CRM implementation with
Properly trained Front Office staff
Proper data and good use of it
Proper workflow processes
Proper integration of Front Office and Back
Office
Proper software to support the strategy
Full support of top management

E OF THE COMPELLING BENEFIT THAT CAN ACCURE TO A FIRM FROM THE CRM INTIATIVE ARE :
ONE FIRM CONCEPT

CRM STRATEGY
FORCAPITAL
THE
MEASURING RELATIONSHIP
AND FOCUSED NUTTURING OF
RELATIONSHIP

EMERGENCE AS A ONE-STOP SOLUTIONS PROVIDER


CLIENT REFERRAL

FIRMS

CONCLUSION
Customer relationship management (CRM) is a widely implemented strategy for
managing a companys interactions with customers, clients and sales prospects.

VIDEO

Bye
bye
!!!!
THANK YOU

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