Presentation onPresentation on

1960’s- The Era of Mass Marketing Started……

Gibbs SR toothpaste launched first Black & White TVC of it’s kind

1970’s- Direct mail campaigns and early Telemarketing started

1980’s- Introduction of Niche Marketing

1990’s- Relationship marketing concept is being introduce.

Marketing Keywords CRM Understanding Target Markets

“…. A means of engendering customer loyalty in order to increase revenue and deliver business benefit by focusing on the delivery of customer service throughout an organization”

Analysis of Response Behavior

Developing Loyalty Strategies

Ensuring Business Growth

CRM Defined

Stage State CultureSatisfaction Based Re-Active Meet Customer Needs

Respond to ComplaintsMinimal Evaluation of Customer Service Levels

Performance Based Pro-Active Evaluate Customer PerceptionIdentify Customer Retention Factors

Commitment Based Very Pro-Active Evaluate Multiple Customer Needs Continuous Inbound/Outbound Flow and FeedbackContinuous Improvement

Call Centre

Marketing

Logistics

Agent

Agent

Campaign Planner

Despatch

CUSTOMER

Campaign Data

Place Order

Make Order

Send Advertisement

Call Centre

Marketing

Logistics

Agent

Agent

Campaign Planner

Despatch

CUSTOMER

Campaign Data

Place Order

Make Order

Send Advertisement

End to End Customer Process

Eastman Software Study

Most Important Elements of CRM includes

oProactive Customer Management

oProduct Quality

oA Single Telephone Number

oWeb Address for all Enquiries

CRM Misconception o “New customer-available technology will lead to

less service needs and therefore less people

o “New technology is all about WAP Phones, e-mail

and Internet via PC’s.”

o “I need to throw all my systems away and start

again in the brave new e-world.”

o “The market of one exists.”

Changing Customer Expectation

o A direct service is no longer enough (19 % of

customers are unhappy with am/pm delivery)

o Speed, ease of access, cheaper transactions

o Many customers still like the personal interaction and

two way service

o There is a choice of communications medium and the

customers will choose their access route for acquisition

and retention

o Automation is becoming less acceptable

Developing Technology

o Reduced cost of Surfing

oWeb TVs (Alba/Bush) or set top boxes

o Web Enabled Mobile Phones

o Convergence of Data and Telephony

Summaryo Customer will play a significant role in managing

relationshipso Service models will continue to change ( skills, remuneration, volumes transaction typeso The web will create globalization but will replace the need for peopleo Technology will consolidate.o Develop end to end customer processo Be Interactiveo Provide seamless and integrated choice for customerso Recognize customer individualityo Rethink telephone automation

ANY QUESTIONS