Professional Documents
Culture Documents
(CRM)
Changes in Marketing
Operational Customer
Excellence Intimacy
The Best Total Cost The Best Total Solution
= Product quality+ = Building strong
best price+ best customer relationships,
purchasing experience really understand the
customer
6
CRM ?
“Strategy”
Competitive Advantage
11
THE CRM Advantage
Business facts!
It costs six times more to sell to a new customer than to
sell to an existing one.
Satisfied customers may be passive supporters but a
dissatisfied customer will tell eight to ten people about his
or her experience.
The odds of selling a product to a new customer are 15
percent, whereas the odds of selling a product to an
existing customer are 50 percent.
90% companies don’t have sales and service integration
70% of complaining customers will do business again if
their complaint quickly addressed.
Framework for CRM
Marketing automation
Market segmentation
Campaign management
Event-based marketing
Sales force automation
Account management
Lead management
Opportunity management
Pipeline management
Contact management
Quotation and proposal generation
Product configuration
Service automation
Case ( incident or issue) management
Inbound communications management
Queuing and routing
Service level management
Sources of data for analytical CRM
Internal sources
Sales data (purchase history), financial data (payment
history, credit score), marketing data (campaign
response, loyalty scheme data) and service data.
External sources
Geo-demographic and life-style data from business
intelligence organisations, for example IMRB, ORG-
MARG.
Beneficiaries of analytical
CRM
Customer
Analytical CRM can deliver timely, customized,
solutions to the customer’s problems, thereby
enhancing customer satisfaction.
Company
Analytical CRM offers the prospect of more powerful
cross-selling and up-selling programs, and more
effective customer retention and customer acquisition
programs.
CRM is not just a software
Information Technology
Processes