CUSTOMER RELATIONSHIP
MANAGEMENT
Success to business
WHAT IS CRM
• It is a “comprehensive approach which
provides integration of every area of business
that touches the customer- namely
marketing, sales, customer services and field
support through the integration of people,
process and technology”
The purpose of CRM
• “The focus of CRM is on creating value for the
customer and the company over the longer
term”
• When customers value the customer service
that they receive from suppliers, they are less
likely to look to alternative suppliers for their
needs.
• CRM enables organisations to gain
‘competitive advantage’ over competitors
that supply similar products or services
RECOGNITION OF CRM
long-term relationships with customers are
one of the most important assets of an
organisation gives
GROWTH
BEST PRACTICES
CRM
BEST PRACTICES
CRM
What does CRM involve?
CRM involves the following:
• Organisations must become customer focused
• Organisations must be prepared to adapt so that it
take customer needs into account and delivers them
• Market research must be undertaken to assess
customer needs and satisfaction
Benefits of CRM
•
•
•
•
•
•
•
reduced costs, because the right things are being done (eg effective and efficient operation)
increased customer satisfaction, because they are getting
exactly what they want (eg - meeting and exceeding
expectations)
ensuring that the focus of the organisation is external
growth in numbers of customers
maximisation of opportunities (eg - increased services,
referrals, etc.)
increased access to a source of market and competitor
information
highlighting poor operational processes
long term profitability and sustainability
Implementing CRM
•
•
1.
2.
3.
4.
When introducing or developing CRM, a strategic review of
the organisation’s current position should be undertaken
Organisations need to address four issues:
What is our core business and how will it evolve in the
future?
What form of CRM is appropriate for our business now and
in the future?
What IT infrastructure do we have and what do we need to
support the future organisation needs?
What vendors and partners do we need to choose?
“Strategically significant customers”
•
•
•
“Customer relationship management
focuses on strategically significant
markets. Not all customers are
equally important” .
Therefore, relationships should be
built with customers that are likely to
provide value for services
Building relationships with customers
that will provide little value could
result in a loss of time, staff and
financial resources
ANNUAL-PREPARATION
UNDERSTANDING INDUSTRY & YOUR MKT SHARE
TARGET SETTING- SHOULD BE HIGH BUT ACHIEVABLE
BUDGETS- AS PER DEPATMENT
SOP – STANDARD OPERATIVE PROCEDURE
SYSTEMS IMPLEMENTATION
MAN-POWER
QUALITY
INCENTIVES
INCREMENT
PROFITS & RE-INVESTMENT FOR - GROWTH
-HIGH CUSTOMER SATISFACTION
TEAM-WORK
CRM
ENQUIRY MANAGEMENT SYSTE
WALK-IN INQUIRIES
TELEPHONIC INQUIRIES
ACTIVITY- DEMO,SEMINARS,CONFERENCE
LEAF-LET INSERTIONS
ADVERTISEMENT- NEWSPAPER, RADIO,TV
WEB-SITE
REFERENCE
BANNERS, HOARDINGS, MAILERS,SMS ETC
AREA-WISE INQUIRY REPORT
GONDHLE NAGAR
9
11
6
4
11
8
15
6
4
7
10
7
HADAPSAR GAON
73
75
72
50
76
59
90
34
41
45
NA
79
LONI KALBHOR
12
17
16
10
15
8
28
11
11
3
23
11
MAGARPATTA
21
28
24
35
14
15
17
13
14
13
9
22
MANJARI
25
32
17
35
25
28
42
19
22
14
16
15
MUNDHWA
11
17
13
9
7
13
14
3
7
4
8
13
PHURSUNGI
40
44
61
52
52
59
76
30
35
36
39
41
RAMTEKADI
8
10
10
3
6
7
13
4
10
8
2
6
SADESATRA NALI
3
6
4
14
15
7
14
6
1
1
7
3
MOHAMMAD WADI
6
7
10
8
4
5
6
6
4
7
3
7
SAYYED NAGAR
2
2
1
5
NA
3
NA
NA
3
7
1
3
HANDE WADI
9
2
12
9
6
7
10
3
3
10
3
15
KALE PADAL
7
13
6
14
11
16
17
9
11
5
4
19
SASANE NAGAR
15
13
8
16
5
13
11
10
7
15
9
15
THEUR
3
2
7
1
4
2
8
2
NA
6
5
5
URLIKANCHAN
5
4
11
9
9
6
14
7
7
3
2
4
WANWADI
8
11
7
11
4
3
11
NA
3
5
1
2
KALYANI NAGAR
2
1
1
2
2
NA
4
1
NA
2
1
NA
CHANDANNAGAR
8
18
11
12
13
7
7
7
6
6
11
7
WADGAON SHERI
2
3
NA
2
4
6
8
3
2
3
4
5
KONDHWA
6
7
7
13
3
4
12
10
NA
3
3
NA
98
694
165
225
290
119
565
87
81
73
27
89
132
137
45
81
66
16
113
42
68
SALES-MAN WISE CONVERSION
SALESMAN
JAN
FEB MAR
APR
SALE
SMAN
WISE
REPO
RT
MAY JUN
2011
JUL
AUG
SEP OCT
NOV DEC TOT
ANIL
ENQ
97
79
124
23
22
47
69
64
81
145
59
56
PAY
64
52
88
13
14
22
44
48
59
103
44
31
BILLED
60
48
58
22
15
26
37
43
36
97
47
27
CONV
66%
27%
71%
57%
64%
47%
64%
75%
73%
71%
75%
55%
172
179
220
157
208
183
165
176
172
240
120
113
866
582
516
MAHESH
ENQ
PAY
95
121
135
89
144
105
124
147
112
188
87
64
BILLED
104
97
103
90
115
97
105
113
89
178
83
55
CONV
55%
68%
61%
57%
69%
57%
75%
85%
65%
78%
73%
57%
ENQ
26
32
35
24
15
9
18
13
13
20
7
11
PAY
14
24
22
19
15
9
16
11
10
17
5
8
BILLED
13
19
20
16
18
11
15
11
5
22
2
6
CONV
54%
75%
63%
79%
100%
100%
89%
85%
79%
85%
71%
73%
2105
1411
1229
NAZNEEN
223
170
158
PRODUCT-WISE CONVERSION
PLATIN
A&
DICOV
ER
PLATINA 100
2011
APRIL
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
TOT
ENQ
15
17
21
7
11
16
24
17
14
17
11
12
182
PAY
14
12
13
7
7
11
18
12
8
10
11
8
131
BILL
13
9
12
6
7
7
17
11
9
8
10
8
117
CON
93%
71%
62%
100%
64%
69%
75%
70%
57%
59%
100%
67%
8.87
ENQ
89
84
85
87
99
95
138
56
55
43
53
83
967
PAY
47
56
53
67
84
67
101
48
32
24
29
55
663
BILL
54
50
52
58
69
49
107
46
30
20
25
37
597
CON
53%
67%
62%
77%
85%
70%
73%
86%
58%
56%
55%
66%
8.08
ENQ
NA
43
48
53
38
37
66
30
32
24
38
40
449
PAY
NA
31
32
52
36
31
53
23
21
18
27
30
354
BILL
1
31
28
40
37
19
53
20
18
16
26
28
317
CON
NA
72%
67%
98%
95%
84%
80%
77%
66%
75%
71%
75%
8.6
ENQ
29
31
21
6
14
9
20
8
4
9
1
7
159
PAY
20
19
14
5
12
9
16
8
1
6
1
6
117
BILL
16
11
12
10
11
4
11
6
1
5
1
4
92
CON
69%
61%
67%
83%
86%
100%
80%
100%
NA
67%
100%
86%
8.99
DISCOVER 100
DISCOVER 125
DISCOVER 150
DATA PROCESSING
FOLLOW-UP SYSTEM
POSITIVE CLOSE
BRINGS MORE CUSTOMERS
NEGATIVE CLOSE
FIND REASON
• TOUCH- FOR NEW SCHEME THROUGH SMS TO ALL
• AFTER-SALE SERVICE SCHEDULE
• B’DAYS, REMINDERS, OTHER OCCASIONS
CUSTOMER SATISFACTION INDEX
•
•
•
•
•
•
•
•
•
RECEPTION
PRODUCT KNOWLEDGE
SALES EXECUTIVE
FINANCE
EXCHANGE
TEST-RIDE
SELECTION
DELIVERY
POST SERVICE FOLLOW-UP
POST SERVICE FOLLOW-UP
LOYALTY
THANK YOU
THINK BIG