Crm Presentationbhupendra Pratap Singh i m r t b School Lucknow

8/14/2019 Crm Presentationbhupendra Pratap Singh i m r t b School Lucknow

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K.P. SINGH

Bhupendra pratap singh

Priyanka Mandhyan

Ajeet kumar rai

Namrata Andrews

Amit kumar singh



HiPath ProCenter CRM Ready Integration

for Microsoft Dynamics CRM

Certified Integration



Management

What is CRM?

A holistic process of identifying, attracting,differentiating, and retaining customers

It’s more than simply listening to customers orproviding better products and customer service

It’s integrating a firm’s entire supply chain to createcustomer value at every step



ELEMENTS OF DEFINITION

CRM focused on strategic impact rather thanoperational impact. Benefits are generally longterm rather than immediate.

CRM is total discipline. To understand CRM it ashaving a same component as any manufacturingbusines.Lets take itas. CRM technology Machine

People

PowerCustomer information Raw material

Process and interaction Product



COMPONENTS OF

CRMINFORMATION : Information is raw material of CRM.

These type of information are useful to CRM.•Identification data•Marketing data•List data•Overlay data

2. PROCESS : Customer centered processes are the

“product” of CRM. some examples are;•All current process that directly touch thecustomer.• Touch points by which we interact with customersuch as phone, e-mail etc.

•Integrating and rationalizing the processes fromcustomer’s oint of view.



TECHNOLOGY: Technology is machinery that enables the CRM

to work. These are examples of technologies that CRM may finduseful;

•Software product (process automation tools,analysis tools, web site development, andmanagement tools.)

•Networking and integrating application and

database.

Security features, such as encryption tools andfirewalls.PEOPLE: People are power supply of CRM. The energy

source must be set to the right voltage for entire system

to work. People are reset through various changemanagement tools and support mechanisms, such as;

• Training andeducation.•New tools.

•Measurement andrewards.



Steps1. Ide ntify

3. Custom ize

2. Differe ntiate

Interaction

CRM Process



The CRM process

LOYALTY

People

Technology

Web Voice Mail Telephone

Data Mining and

Warehousing

Structure Alliances Call Centers



Customer Lifetime Value

High

High

Customer

Loyalty

LowLow

Customer Acquisition

Customer Retention

CRM Curve

Strategic Customer Care

Average lifetime value



TYPES OF CRM There are following types of CRM

1.OPERATIONAL CRM

2. SFA3.Analytical CRM

4.COLLABORATIVE CRM

5.GEOGRAPHIC CRM



OPERATIONAL CRMOperational CRM processes customer data for

a variety of purposes:

'Managing Campaigns'Enterprise Marketing Automation

Sales Force Automation

Sales Management System

http://en.wikipedia.org/w/index.php?title=Enterprise_Marketing_Automation&action=edit&redlink=1

http://en.wikipedia.org/wiki/Sales_Force_Automation

http://en.wikipedia.org/w/index.php?title=Sales_Management_System&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Sales_Management_System&action=edit&redlink=1

http://en.wikipedia.org/wiki/Sales_Force_Automation

http://en.wikipedia.org/w/index.php?title=Enterprise_Marketing_Automation&action=edit&redlink=1



SALES FORCE

AUTOMATIONSales Force Automation automates sales

force-related activities such as:

Activity Management: Scheduling sales callsor mailings

Tracking responses

Generating reports

Opportunity Management and Assessment Account Management and Target Account Selling

http://en.wikipedia.org/w/index.php?title=Opportunity_Management&action=edit&redlink=1

http://en.wikipedia.org/wiki/Assessment

http://en.wikipedia.org/w/index.php?title=Account_Management&action=edit&redlink=1

http://en.wikipedia.org/wiki/Target_Account_Selling

http://en.wikipedia.org/wiki/Target_Account_Selling

http://en.wikipedia.org/w/index.php?title=Account_Management&action=edit&redlink=1

http://en.wikipedia.org/wiki/Assessment

http://en.wikipedia.org/w/index.php?title=Opportunity_Management&action=edit&redlink=1



ANALYTICAL CRMAnalytical CRM analyzes customer data for a

variety of purposes:

Designing and executing targeted marketing

campaigns

Designing and executing campaigns, e.g.customer acquisition, cross-selling, up-selling

Analysing customer behavior in order to makedecisions relating to products and services (e.g.pricing, product development)

Management information system (e.g. financialforecasting and customer profitability analysis)

Analytical CRM generally makes heavy use of

http://en.wikipedia.org/wiki/Cross-selling

http://en.wikipedia.org/wiki/Up-selling

http://en.wikipedia.org/wiki/Pricing

http://en.wikipedia.org/wiki/Product_development

http://en.wikipedia.org/wiki/Management_information_system

http://en.wikipedia.org/wiki/Data_mining

http://en.wikipedia.org/wiki/Management_information_system

http://en.wikipedia.org/wiki/Product_development

http://en.wikipedia.org/wiki/Pricing

http://en.wikipedia.org/wiki/Up-selling

http://en.wikipedia.org/wiki/Cross-selling



COLLABORATIVE CRMCollaborative CRM covers aspects of a company's

dealings with customers that are handled byvarious departments within a company, such as

sales, technical support and marketing. Staff members from different departments can shareinformation collected when interacting withcustomers. For example, feedback received by

customer support agents can provide other staff members with information on the services andfeatures requested by customers. CollaborativeCRM's ultimate goal is to use informationcollected by all departments to improve thequality of services provided by the company.[2]

http://en.wikipedia.org/wiki/Technical_support

http://en.wikipedia.org/wiki/Technical_support



Indian companies were slow in adoptingCRM. One of the major reasons for thishas been a lack of proper understandingof CRM as a concept and how it couldbenefit an organisation. In the past, CRMwas identified with call centres. However,this has changed in recent times with abetter understanding of the variouscomponents of CRM and increasedawareness levels of how it can driveefficiencies across the board.

What is the status of CRM adoption inIndia?



DIFFERENT SECTOR CRM IN

INDIAIT & TELECOM SECTOR

HOSPITALITY SECTOR

FINANCE SECTOR

RAILWAYS

TRAVELS AGENCIES

INSURANCE SECTOR

BANKING SECTOR

OTHERS



service sectors being earlyadopters of CRM?

Increased competition in the sector meant thatorganisations had to think of more innovativeways to acquire and retain customers. This sectorhas seen more investments in IT infrastructure

which is an enabler for applications. Though back-end systems are always important

for smooth functioning of systems, for the servicesector it is also important to have a user-friendlyinterface. Many companies in this sector have

adopted CRM before investing in ERP. Verticals inthe services sector include retail and commercialbanks, brokerages, insurance, mutual funds, ITservices, BPO, hospitality, travel, media andlogistics.



The customer life cycle is total time that a customer is engagedwith your company from the customer’s experience and viewpoint.

There is high level of cycle that is consistent for customers, nomatter the product or services and no matter how much how much thecustomer spend on each stage;

1. Consider: Customer becomes aware of need and investigates

alternative solution.

2.Purchase: Customer evaluates and chooses the best alternatives and

place an order.

3. Set up: Customer install the product and learn how to use it.

4. Use: Customer operates and maintain the product and finally makes

the decision to retire it or upgrade, which starts the cycle all over again.



ave een n eforefront of CRM

adoption? In recent times, manufacturing has been adopting CRM toolsto counter competition. The trend is towards seeking anintegrated CRM and ERP solution. Over 20 percent of present engagements in manufacturing involve end-to-endsolutions which necessarily require an ERP component.

Take for instance a manufacturing firm that sells 50 percentof its products directly to corporate customers and thebalance through a channel of dealers. The company has asales force which has to manage its corporate customers,and requires tools for revenue and product forecasting. Itwould also like to track stock positions at C&F points,

manage accounts receivables, and have available order andinvoice details. These pieces of information can be viewedon a common system when data from the ERP is madeavailable in the CRM. Likewise, sales analysis of customers,dealers and regions can be accessed by this integration.

CUSTOMER RELATIONSHIP



CUSTOMER RELATIONSHIPMANAGEMENT

CRM is the strategic use of information, process, technology,and people to manage customer’s relationship with yourcompany (marketing, sales, services and support ) across

the whole customer life cycle.Although our definition of CRM is broad and complex but its

goal is simple

maximize the value of your company’s customerincluding

•Customer loyalty•Company’s revenue•Company’s profit



CYCLE

U s e

C o

n s i d e

r

P u r c

h a s e S

e t u

p

U p g r a

d e /

r e t i r e

M a i n t a i n

A w a r e

L e a r n

I n s t a l lO r d e r

i n v e s t i g a t i o

n

E v a l u

a t

e /

C h o o s e



THE CRM HIERARCHY

IncreasedCustomerLoyalty=Increasedprofit

Integrated andPersonalized interaction

That increased value to customer

Data enabled processes/tools

Integrated customer knowledge

Customer transaction data silos



PRINCIPLES80/20 PRINCIPLES

80%Sales cover by only 20% customer

20% Sales cover by 80% customer

Customer is a king

Customer----- Assets

Customer is lifeblood of business

Customer is a source of cash

CRM Oracle software

ERP CRM software



CRM Strategies

Customer Acquisition Gain the greatest number of new “Best” customers as early in their

“lifespan” as possible.

Customer Retention

Retain and expand your business and relationships with your customers through up-selling, cross-selling and servicing.Customer Loyalty Offer programs to ensure that your customers happily buy what you

offer only from you.

Customer EvangelismEnable loyal customers to become a volunteer sales force.

Cost Reduction Reduce costs related to marketing, sales, customer service andsupport.

Improve ProductivityEnhance your e-business strategies.



Building Customer

Relationships1:1A major shift in marketing thought:from mass marketing to individualized

marketing

From focus on acquiring lots of newcustomers to retaining and building morebusiness with fewer loyal high-valuecustomers

Goal: build long-term

relationship, 1:1

A firms ability to build and maintainrelationships with customers, suppliers, andpartners may be more important than the firmsland, property, and financial assets.

R l ti hi



Relationship

Marketing“Establishing, maintaining, enhancing,commercializing customer relationships throughpromise fulfillment”

Building long-term profitable relationships withmutual benefit

Tool: promise fulfillment => customersatisfaction

Domino’s Pizza ads claim 30 minute deliveryof pizza’s.

Amazon promise’s some books to be delivered in



Employees

Suppliers

CRM Staff PartnersInformationBackbone

Customers and Prospectsat Various Touch Points



organisations?

Let’s take the case of media companies. Salesexecutives of TV channels can have a rate cardbuilt into the CRM system, thus helping them to

make customised proposals to their clients. Thisalso helps in retaining consistency while dealingwith different customers and across the salesteam. They would like to link their programmes tospecific brands that they wish to attract, and also

get the attention of media buying houses and adagencies. This again gets streamlined in the CRMsystem.

How does CRM help in

revenue eneration



THANKS TOALL OF YOU

Crm Presentationbhupendra Pratap Singh i m r t b School Lucknow

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