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Transcript of 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
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HiPath ProCenter CRM Ready Integration
for Microsoft Dynamics CRM
Certified Integration
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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
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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
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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.
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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.
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Steps1. Ide ntify
3. Custom ize
2. Differe ntiate
Interaction
CRM Process
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The CRM process
LOYALTY
People
Technology
Web Voice Mail Telephone
Data Mining and
Warehousing
Structure Alliances Call Centers
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Customer Lifetime Value
High
High
Customer
Loyalty
LowLow
Customer Acquisition
Customer Retention
CRM Curve
Strategic Customer Care
Average lifetime value
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TYPES OF CRM There are following types of CRM
1.OPERATIONAL CRM
2. SFA3.Analytical CRM
4.COLLABORATIVE CRM
5.GEOGRAPHIC CRM
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OPERATIONAL CRMOperational CRM processes customer data for
a variety of purposes:
'Managing Campaigns'Enterprise Marketing Automation
Sales Force Automation
Sales Management System
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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
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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
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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]
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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?
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DIFFERENT SECTOR CRM IN
INDIAIT & TELECOM SECTOR
HOSPITALITY SECTOR
FINANCE SECTOR
RAILWAYS
TRAVELS AGENCIES
INSURANCE SECTOR
BANKING SECTOR
OTHERS
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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.
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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.
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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
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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
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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
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THE CRM HIERARCHY
IncreasedCustomerLoyalty=Increasedprofit
Integrated andPersonalized interaction
That increased value to customer
Data enabled processes/tools
Integrated customer knowledge
Customer transaction data silos
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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
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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.
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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
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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
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Employees
Suppliers
CRM Staff PartnersInformationBackbone
Customers and Prospectsat Various Touch Points
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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