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(共18张PPT)
Chapter 4
Customer Relationship Management
Introduction
Learning Objectives
Defining CRM
Customer Relationship Framework
Scope and Evolution of CRM
Core Modules of CRM
Technology and CRM
Electronic Point of Sale
Electronic Point of Service
Web-Interface
From Call Centres to Interaction Centres
Interactive Voice Response System (IVRS)
Mobile GPRS, 3G...
Levels of CRM
Operational CRM
Analytical CRM
Recap
Chapter 4: Customer Relationship Management
After going through this chapter, the students will be able to:
Understand the Concept of Customer Relationship Management
Explain the Scope of CRM
Understand Various Technologies Used for Customer Interface
Differentiate between Operational CRM and Analytical CRM
Learning Objectives
In today’s era of global meltdown, the companies are striving hard to survive. The only strategy for viability is to retain the existing customers.
Developing close and cooperative relationship with the customers is more important in such a situation.
In this unit, we shall further extend the concept of Customer Relationship Management (CRM).
Introduction
“CRM is an approach implemented by an organization which integrates its strategy, business processes and functionalities to build up, to maintain and to expand relationships with the customers.”
Defining CRM
CRM Approach
CRM is a Comprehensive and Integrated Approach which provides integration of every area of business like Marketing, Product Design, Service, Complaint Management etc.
Integrated Approach to CRM
Customer Relationship Framework
Scope and Evolution of CRM
Sales Management Module
Marketing Management Module
Service Management Module
Core Modules of CRM
Technology has also changed the way the customer interacts with the organization.
The touch points have grown and matured from the age old personal contacts to interactive and technology-driven methods.
Technology and CRM
Some of the technologies and technical interfaces available in the market which have been successfully integrated with CRM systems are as follows:
Electronic Point of Sale
Electronic Point of Service
Web-Interface
From Call Centres to Interaction Centres
Interactive Voice Response System (IVRS)
Mobile GPRS, 3G...
The Technologies Used
The Interaction Centres
Operational CRM takes care of individual transactions and is used by operational staff.
Interactions by the customers are stored in the database and the same are used later by Service, Sales and Marketing staff for operational decisions.
Operational CRM processes customer data for a variety of purposes such as:
Customer Service Management
Managing campaigns
Enterprise Marketing Automation
Sales Force Automation
Sales Management System
Operational CRM
Analytical CRM is the use of analysis and reports of historic data captured over a period of time to take decisions by the senior management on ‘what should happen’.
The reports give information regarding the present capability and performance of organization.
Data Mining Techniques are used to extract useful information from the data bases to analyse the customer relationship and behaviour.
Analytical CRM
Designing and executing targeted marketing campaigns
Designing and executing sales campaigns
Designing and executing customer information campaigns
Analyzing customer behaviour in order to make decisions relating to product up gradation, new product development, service delivery process re-engineering
Management information system (e.g. sales forecasting and customer profitability analysis)
Designing and executing sales and distribution strategies and supply chain management
Uses of Analytical Reports
CRM is the system, which integrates Sales, Marketing and Service functionalities of an organization and helps in implementation of the concept of Relationship Marketing.
Operational CRM takes care of individual transactions and is used by operational staff dealing with Sales, Marketing and Service.
Analytical CRM is the use of analysis and reports of historic data of customers captured over a period of time to take strategic decisions by the top management.
Recap

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