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Customer Relationship

Management
Presentation by :

Zabith khan
Mehnaz Bibi
Robina Bibi

M.COM 3rd
NATIONAL UNIVERSITY OF MORDREN
LANGUAGES
PESHAWAR CAMPUSE

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Customer Relationship
Logo
Management
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contents
1) Introductions
2) What is customer relationship management?
3) Who is your customer
4) CRM building blocks
5) E-CRM
6) Different levels of E-CRM
7) Key elements of CRM
8) Implementation of a CRM
9) Purpose
10) Advantage of CRM
11) Disadvantage of CRM
12) Face to face CRM
13) Amazon CRM Case Study
14) conclusion

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Introduction
 When company communicates its customers the process can involve many
different people within both organizations using a variety of different methods.

 CRM is the acronym for the term “Customer Relationship Management”.

 The main tool that is used is an order that is communicated by company’s


customer to its sales department.

 However this is only one of many communications that should be managed.

 To ensure that company can provide the best customer service experience
possible the use of customer relationship management (CRM) software should
be considered.

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Contt…
 There are three areas which in general company interacts with its
customers.
 Front Office Contacts
 These involve the direct contact your employees have with your customers which can
include phone calls, e-mail, instant messages and face to face communication.
 Back Office Operations
 These are processes that are used to facilitate the front office, such as finance
communications, marketing, customer billing and advertising.
 Business Contacts
 Your employees will interact with customers and suppliers through networking,
industry events and trade associations.

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What is Customer
Relationship Management ?
 Customer Relationship Management refers to the methodologies and tools
that help businesses manage customer relationships in an organized way.
 Customer Relationship Management is a phrase that describes how your
business interacts with your customers.
 CRM involves using technology to gather the intelligence you need to
provide improved support and services to your customers.
 CRM is also about what you do with that information to better meet the
needs of your existing customers and identify new customers, resulting in
higher profits for you.

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WHO IS YOUR “CUSTOMER”?
 The “C” in CRM can have a narrow definition or a wide one.

 For instance, customers can include not only those who buy from you, but also

your suppliers, your partners, your employees and your investors.

 Each of these “customer groups” will have different needs that have to be managed.

 But we will Focus on the “customer” as someone who buys your products or

services.

 This can be either a business customer or an individual.

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THE CRM BUILDING BLOCKS
 A database that collects information about your customers.

 A way to analyze the information in the database.

 A strategy for applying the analysis to better meet your clients’ needs and

identify potential customers.

 Collecting data to ensure your strategy is effective.

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E-CRM
 We can define e-CRM as activities to manage customer relationships
by using the Internet, web browsers or other electronic touch points.

 As the internet is becoming more and more important in business life,


many companies consider it as an opportunity to reduce customer-
service costs,

 where electronic methods were used to gather data and analyze


customer information.

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Different levels of e-CRM
 Three different levels can be distinguished:
 Foundational services
 This includes the minimum necessary services such as web site
effectiveness and responsiveness as well as order fulfillment.
 Customer-centered services
 These services include order tracking, product configuration and
customization as well as security/trust.
 Value-added services
 These are extra services such as online auctions and online training
and education.

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Key Elements of CRM
 CRM can be broken down into a number of different
components which many software vendors have developed
packages for. For the most part, there are three areas which are
core to successful customer relationship management

1) Customer Service

2) Sales Force Automation

3) Campaign Management

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Customer Service
 The customer service function in your company represents the front office

functions that interact with your customers.

 These are the business processes that allow your company to sell products

and services to your customers, communicate with your customers with

regards marketing and dealing with the after sales service requirements of

your customers.

 Each interaction with the customer is recorded and stored within the CRM

software where it can be retrieved by other employees if needed.

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Sales Force Automation
 Your company’s sales department is constantly looking for sales
opportunities with existing and new customers.
 The sales force automation functionality of CRM software allows the
sales teams to record each contact with customers, the details of the
contact and if follow up is required.
 The ability for employees outside of the sales team to have access to
this data ensures that they have the most recent contact information with
customers.
 This is important when customers contact employees outside of the sales
team so that customers are given the best level of customer service.

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Campaign Management
• The sales team approach prospective customers in the hope of
winning new business.

• The approach taken by the sales team is often focused in a


campaign, where a group of specific customers are targeted based
on a set of criteria.

• These customers will receive targeted marketing materials and


often special pricing or terms are offered as an inducement.

• CRM software is used to record the campaign details, customer


responses and analysis performed as part of the campaign.

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Implementing CRM in Your
Business
 Developing a CRM Strategy
 Developing a CRM strategy is an investment of your time that will be
beneficial over the long-term.
 Creating a strategy allows you to set a direction for your CRM initiatives and
ensures that your investments are targeted to foster stronger relations with
your customers.
 As a starting point for developing a CRM strategy, your business should
identify its customer profile
 e.g. their needs, their level of satisfaction, and what impacts their

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Contt…
 The keys to successful CRM implantation are the followings:

 Develop your customer-focused strategy first before considering

what kind of technology you need.

 Be thoughtful about what data is collected and stored.

 Storing useless data wastes time and money.

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Questions To Consider
 Consider the questions below when implementing CRM:

 Can you identify your customers when they visit your website?

 Do you have a mechanism to collect visitor/customer information?

 Can visitors/customers register on your website?

 Is it easy for your visitors or customers to contact you?

 Can customers place orders online?

 Do you have a privacy policy and statement posted on your website?

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TIP

 CRM is a business strategy, not a technology.

 For CRM to succeed in your company.

 First develop your CRM strategy and then choose the best technology to
support it.

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Purpose
 With an effective CRM strategy, a business can increase revenues by:

 Providing services and products that are exactly what your customers want

 Offering better customer service

 Cross selling products more effectively

 Helping sales staff close deals faster

 Retaining existing customers and discovering new ones

 Simplify marketing and sales processes.

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Contt…
 For small businesses, customer relationship management includes

 CRM processes that help identify and target their best customers, generate quality

sales leads, plan and implement marketing campaigns with clear goals and objectives.

 CRM processes that provide employees with the information they need to know their

customers' wants and needs, and build relationships between the company and its

customers

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Contt…
 Customer relationship management tools include

 Software and browser-based applications that collect and organize information

about customers.

 For instance, as part of their CRM strategy, a business might use a database of

customer information to help construct a customer satisfaction survey

 or decide which new product their customers might be interested in.

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Advantages of CRM

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Advantages of CRM
 Reduced cost, because the right things are being done

(i.e, effective and efficient operation)

 Increased customer satisfaction because they are getting

exactly what they want (i.e meeting and exceeding

expectations)

 Growth in numbers of customers.

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Disadvantages of CRM
Systems
 Implementing an CRM system, here are some of the most common
obstacles experienced
 Record Loss

 Training

 Require additional work inputting data

 Require continuous maintenance, information updating, and system


upgrading costly

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Face-To-Face CRM
 CRM can also be carried out in face-to-face interactions without the use of

technology.

 However Face-to-face CRM could prove less useful when organization

have a large number of customers it would be more difficult to remember

details about each of them.

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Amazon CRM Case Study

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Amazon CRM Case Study
 About Amazon

 Established in the US, Amazon is an ecommerce company which sells


products to millions of customers all over the world.

 It originally started as a books retailer but now sells an extensive range of


products through its own store as well as through extensive online
marketplaces.

 Amazon are also the creator of the Kindle device, an electronic reader and
the most popular product of its kind.

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Amazon CRM Case Study
 Over the past 20 years, Amazon has consistently proven it is capable of running a

world-class CRM strategy.

 For its millions of loyal customers, Amazon has remained their preferred online

shopping destination amid mass competition.

 A well-managed and efficient CRM strategy has been a crucial aspect of their success.

 Amazon have a reputation for providing customers with everything that they need, all

in one place.

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Amazon CRM Case Study
 The company have successfully managed relations with millions of

customers without ever meeting them face-to-face.

 The process of purchasing with Amazon is easy.

 It has a simple, easy-to-use interface, one-click ordering, and stored

personal and card details, all of which make it possible to purchase

smoothly and quickly.

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Top Ways Amazon use CRM
• Data collection
• Amazon encourages all users to create accounts to make it easier for them to make
future purchases.

• Personal data storage


• One way in which creating an Amazon account benefits the customer is ease of
purchase.

• With an account all payment, personal, and address details can be stored- allowing for
quick and easy future purchases.

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Contt…
 Recommendations
 Amazon recommend products feature.

 Whenever users are logged into their account, Amazon will recommend products
they may be interested in based on past buying habits.

 Customer support
 If there is an issue that does require a customer to speak with a customer service
assistant over the phone, they will have access to the customer’s account and order
details, meaning that any issues can be dealt with quickly and efficiently.

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Conclusion
• We believe the future for CRM is bright. To achieve success
we must focus the resources of corporation on the task at
hand. Senior management and users of these system must
work together establishing objectives, strategies and tactics
that will be understood and agreed to by all within the
company. Technology must be selected particular
environment with concentration for the appropriate scope of
the initiative .

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