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CUSTOMER RELATIONSHIP

MANAGEMENT (CRM)

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So What is CRM?

CRM stands for Customer Relationship Management CRM is a combination of People, Processes and

Technology.

It is a strategy used to learn more about customers'needs and behaviors in order to develop strongerrelationships with them

CRM is a process that will help bring together lots of pieces of information about customers (Market research,historical data), sales (Historical data), marketingeffectiveness (Sales/Advertising, Sales/Sales Rep),responsiveness (Response to price, promotion,distribution), and market trends (Market research.)

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Customer Relationship Management

CRM is an approach that recognizes that

customers are the core of the business

and that the companys success depends

on effectively managing relationships with

them

Customerservice is a series of activities

designed to enhance the level of customer

satisfaction

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CRM, contd.

Relationship marketing: the overt

attempt of exchange partners to build a

long-term association, characterized by

purposeful cooperation and mutual

dependence on the development of

social, as well as structural, bonds

(Mowen & Minor, 1998). E-Service: customer service that is

performed on the Web, sometimes

automatically.

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What is CRM?

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Introduction to CRM

Contact Points: Advertisements, Retail counters, Website

visits, Purchase, Direct sales, Catalogs,direct mail, Telemarketing, Call centers,Internet email, Sales promotions, Banneradvertisements, Market research

What do we get: Data, Data, Data

What do we want? Information and

knowledge of customers Why do we want this? Retain customers,

Target customers, Change strategies,Make it easy for customers to accessinformation, product, services. Identifyprofitable customers

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Why CRM matters

To automate inefficient and expensivework processes

To build new customer-centric businessstrategy

A streamlined strategy that connects allcustomer-facing processes and activities

can help keep customer relationships at adesired level

To challenge customers usage of internet

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Goal of CRM

To use technology and human resourcesto gain insight into the behavior of customers and the value of thosecustomers

Provide better customer service Cross sell products more effectively

Help sales staff close deals faster

Simplify marketing and sales processes Discover new customers

Increase customer revenues

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Benefits of CRM

CRM:

Data-driven organisations enables to

gain competitive advantage over

competitors that supply similar

products or services

Reduces costs, provides efficientoperation

Increases customer satisfaction

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Benefits of CRM

Ensures that the focus of theorganisation is external

Makes growth in numbers of

customers Maximizes opportunities

Bulk of source information of market,

competitor, Causes long term profitability and

sustainability

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How CRM works

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CRM in Action

According to Seybold and Marshak(1998) there are five steps in building IT-supported CRM. These are: Make it easy for customers to do business

with you.

Focus on the end customer for yourproducts and services.

Redesign your customer-facing businessprocesses from the end customers point of

view. Wire your company for profit: design a

comprehensive, evolving electronicbusiness architecture.

Foster customer loyalty. In e-Commerce,especially, this is the key to profitability.

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IT in CRM

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Examples of Data That CRM Needs

to collect

Responses to campaigns

Shipping and fulfillment dates

Sales and purchase data

Account information

Web registration data

Service and support records Demographic data

Web sales data

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Outcome of the system

Complete unified customer information

Synchronizing data with accounting system

Good evaluation system of the employees

Improved lead management system

Flow of contract information system

Improved work planning

Increased information for the sales analysis

Direct marketing

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Managerial Issues

Integration of functional informationsystems. Integration of existing stand-alone functional information systems isa major problem for many organizations.

Priority of transaction processing.Transaction processing may not be anexotic application, but it deals with thecore processes of organizations.

The customer is king/queen. Inimplementing IT applications,management must remember theimportance of the customer, whetherexternal or internal.

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Managerial Issues, contd.

Finding innovative applications

Tools such as Lotus Notes, intranets, and the Internet enablethe construction of many applications that can increaseproductivity and quality.

System integration

Although functional systems are necessary, they may not besufficient if they work independently.

Using the Web

Web-based systems should be considered in all functionalareas. They are effective, inexpensive & user friendly.

Ethical Issues

Many ethical issues are related to the code of ethics followedin CRM and privacy policies.

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CRM suites

Enterprise CRM suites (Large)

Midmarket CRM suites (SMB)

CRM specialty tools

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CRM application vendors

Enterprise CRM suites

(Large)

Midmarket CRM suites

(SMB)

CRM specialty tools (SFA)

Vendors Amdocs CRM

Chordiant Cx Onyx CRM

Oracles E-Business Suite

CRM

Oracles Siebel CRM

Oracles PeopleSoft CRM

Infor CRM Epiphany

Pegasystems Customer

Process Manager mySAP CRM

Entellium

GoldMine CorporateEdition

Maximizer Enterprise

Microsoft DynamicsCRM

NetSuite

Oracles Siebel CRM

Professional Edition

Oracles Siebel CRM On

Demand Pivotal CRM

RightNow

Sugar Enterprise

SageCRM

salesforce.com

Soffront CRM Suite

Aprimo

Unica ATG

Applix

eGain

Graham Technologies

KANA

KNOVA

Unipress

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Microsoft CRM

One of the leading system in SMB CRMsuites.

Last version MS CRM 3.0 released in Dec2005 Has over 5,500 customers

Has over 150,000 users

Has over 1,500 partners

Full suite of marketing, sales, and service Native Office experience (MS Outlook, MS Word etc)

Web services architecture

Easily adapts to each companys needs

Mobile compatibility

Available in 22 languages

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Microsoft Dynamics CRM

application

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MS CRM customers, including

Small BusinessesSmall Businesses Midsized CompaniesMidsized Companies