GROUP 5 MOHAMMED FAISAL PRIYANKA LIKHAR SOURAV ROY SUNDAR R J SURABHI AGRAWAL

WHAT IS CRM?
A combination of policies, processes and strategies to unify customer interactions.
It

provides a mean to track customer information.

Involves technology in attracting the new and profitable customers. a tighter bonds with existing customers.

Forms

ARCHITECTURE OF CRM

OPERATIONAL CRM

ANALYTICAL CRM

COLLABORATIVE CRM

OPERATIONAL CRM

Supports the front office business processes which include customer contact(sales, marketing and services). Tasks are forwarded to the employees responsible for them. Interfaces to the back-end applications are being provided and activities with customers are being documented for further reference.

ANALYTICAL CRM

Data collected to the analytical CRM are analyzed to segment customers.

Data collection and analysis is viewed as a continuing and iterative process.

Business decisions are refined based on the previous analysis.

COLLARABORATIVE CRM

Facilitates with customers through all channels. Supports co-ordination of employee teams and channels. It brings people, processes and data together so companies can better serve and retain their customers.

PACKAGES OF CRM

Customer Relationship System.

Simple CRM.

Social CRM.

CUSTOMER RELATIONSHIP SYSTEM

It covers aspect of a companys dealing with customers. Handled by the Consumer Affairs and Customer Relations Contact centers within a company. Current consumer sentient can be tracked.

SIMPLE CRM

It breaks down the traditional CRM system to focus on the core values.

Systems are designed to create the most value for the immediate end user rather than the organization as a whole.

SOCIAL CRM

It integrates the social features into the traditional CRM system.

It includes messaging, sentiment analysis and other analytics.

The future of the traditional CRM process.

MERITS OF CRM

Reduced costs, because the right things are being done (effective and efficient operation). Increased customer satisfaction, because they are getting exactly what they want (meeting and exceeding expectations). Ensuring that the focus of the organisation is external.

Ensuring that the focus of the organisation is external

Maximisation of opportunities (increased services, referrals, etc.). Increased access to a source of market and competitor information. Highlighting poor operational processes. Long term profitability and sustainability.

INFORMATION TECHNOLOGY AND CRM

Technology plays a pivotal role in CRM. Technological approaches involving the use of databases, data mining and one-to-one marketing can assist organisations to increase customer value and their own profitability. This type of technology can be used to keep a record of customers names and contact details in addition to their history of buying products or using services.

CONTD.

This information can be used to target customers in a personalised way and offer them services to meet their specific needs.

This personalised communication provides value for the customer and increases customers loyalty to the provider.

APPLICATION OF CRM

Phone calls, emails, mobile phone text messages, or WAP services.

Cookies.

Loyalty cards.

CRM software- Front office solutions.

FACE-TO-FACE CRM

CRM can also be carried out in face-toface interactions without the use of technology.

Staff members often remember the names and favourite services/products of regular customers and use this information to create a personalised service for them.
For example, in a hospital library we will know the name of nurses that come in often and probably remember the area that they work in.

However, face-to-face CRM could prove less useful when organisations have a large number of customers as it would be more difficult to remember details about each of them.

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