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CUSTOMER RELATIONSHIP MANAGEMENT (PowerPoint download) Powered By Docstoc
					Customer Relationship Management
  Presentation By:
     Tarun Rattan
     Jyoti Sodani
     Akash Gupta

Overview of CRM
Benefits of CRM
Case Study: Companies which have
Implemented CRM
           What is CRM?
CRM (Customer Relationship Management) are
the concepts used by organizations to manage
their relationships with customers.
CRM software is used to support these
From the outside, customers interacting with a
company perceive the business as a single
CRM helps a company unify its customer
interactions and provide a means to track
customer information.
   Aspects of CRM
Front office operations

Back office operations

Business relationships

Approaches to CRM
Approaches to CRM
There are several different approaches to
 CRM, with different software packages
 focusing on different aspects:

 Operational CRM
 Analytical CRM
 Collaborative CRM
    Operational CRM
Gives support to ‘Front Office’ business
process (e.g. sales, marketing etc).
Any interaction with customers is stored in
customers’ contact histories, which the
staff can retrieve as necessary.
Gives staff access to important information
about the customer, eliminating need for
individually obtaining it from the customer.
          Analytical CRM
Analytical CRM analyzes customer data for a
  variety of purposes:
  Designing and executing targeted marketing
  Analysing customer behavior in order to make
  decisions relating to products and services (e.g.
  pricing, product development).
  Management information system (e.g. financial
  forecasting and customer profitability analysis).

Analytical CRM generally makes heavy use of data
  Collaborative CRM
Helps unify information that is collected
through various departments’ interaction
with customers.
Goal is to use information collected by all
departments to reduce costs and improve
the quality of services provided by the
Benefits of Implementing CRM

Attracting new customers
Quicker and more efficient response to customer
leads and customer information
Simplification of marketing and sales processes
Understanding customer needs
Better customer service
Building customer loyalty
Drawbacks Of CRM

Lack of commitment
Poor communication
Weak leadership
Complete solution
    Stages In CRM
Stage 1 - Collecting information
Stage 2 - Storing information
Stage 3 - Accessing information
Stage 4 - Analysing customer behaviour
Stage 5 - Marketing more effectively
Stage 6 - Enhancing the customer experience
CRM Solution Providers
Implementation of CRM
Case Study
 Tata Motors
Canon and CRM
Canon needed a comprehensive customer
database that could be made available to front
office personnel.
It purchased and implemented a Siebel CRM
package, which implemented a Call Center CRM
strategy in the sales department, among other
Information that was stored for a period of 15
years was used in an attempt to achieve customer
satisfaction. Canon had 2200 users involved in its
Overall improvement was seen in three main
areas – Call Center, Sales and Service.
DHL Global Mail needed a CRM solution that could
cater to a global network and ultimately provide a
holistic view of the customer right across the globe.
DHL used as its CRM platform in
the dispatch and delivery of parcels, and business
post etc.
The CRM suite was installed simultaneously
around the globe within six months and integrated
with the existing systems to ensure data
It achieved an integrated approach to the customer
worldwide and a single view of the customer as
Tata Motors and CRM
 Tata Motors was looking for real-time availability of customer
 and product data from its entire dealer network, faster
 response to customer requests, increased productivity and
 revenue generation, and a system that would give it a 360-
 degree view of customers across all possible touch points.
 The solution jointly deployed by Oracle, SAP and IBM had
 been implemented in phases since 2003.
 The on-line CRM initiative now supports over 15,000 users,
 within the company and among its channel partners in India
 and abroad, to conduct all customer-facing transactions.
 Besides achieving the above objectives, the CRM package
 also helped in leveraging data to improve customer
 interactions and streamline product development and
 planning, which has helped Tata motors provide additional
 value-added services to customers.
Aviva and CRM
Aviva decided to implement a CRM suite even before it
commenced its Indian operations. The idea was to have
a better interface with customers. It also wanted to
integrate its customer-facing departments.
It picked Talisma from among four vendors after a
stringent evaluation exercise.
Aviva took six months to implement the e-CRM suite. It
implemented all the e-CRM modules except for the chat
module. Today there are 450 users of the e-CRM suite
at the company.
The e-CRM implementation enabled Aviva to tap the
potential of the Indian insurance market by tailoring its
products and services, and quickly analysing and
adjusting its marketing initiatives
CRM Infoline –

‘Basics of CRM’
   By Amal Krishna Biswas

Gartner, Inc., ‘Commonly Deployed CRM
Application Vendors in 2006’ (Report)

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