Topic 4
 Customer
relationship management (CRM) is a
model for managing a company’s interactions
with current and future customers.
 CRM refers to the methodologies and tools that
helps businesses manage customer
relationships in an organized way.
 Important – to keep your clients close,
strengthen your relationships with them and
find new clients.
 It
involves using technology to organize,
automate, and synchronize sales,
marketing, customer service, and
technical support.
 This
software allow the employees to
store information about customers and
can be accessed by the employees in
different department with company.
 Technology
plays a important role in
CRM.
 Technological approaches involving the
use of databases, data mining and oneto-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.
 The
areas which company interacts with
its customer:
1. Front office contacts
2. Back office operations
3. Business contacts
 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
Helping sales staff close deals faster
Make call centers more efficient
Simplify marketing and sales processes
3
areas which are core to successful
CRM:
• Customer service
• Sales force automation
• Campaign management
1.
2.
3.
4.
5.
6.
7.
For customer flux and better management
To manage customer better
To know about customer’s experiences
To help customers find what they are
looking for
To get competitive edge with efficient
CRM system
To keep customers informed all the times
To increase customer-company
communication
REACTIVE SERVICE

Customer has a problem
and contact the company.
PROACTIVE SERVICE

the manager take a step
and contact the customer
himself in order to establish
a dialogue and solve the
problems.
 Better
management of customer services
 Gain competitive edge/dominate
market/become authority
 Enhances communication between
company and customer
 Keep customer informed on services and
activities
 Enhances productivity and operational
effectiveness
 Simplifies internal processes
 Most
common obstacles experienced
using CRM systems:
 Record loss
 Training
 Require additional work inputting data
 Require continuous maintenance,
information updating, and system
upgrading costly
 W&O
Supply, 1975 – largest marine pipe
supplier in United State – used CRM from
Maximizer Software.
 W&O Supply was acquired by PON
Holdings, based in Netherland.
 Benefits using Maximizer Software :
• Can access a complete customers view.
• Improved information about the sales team and
sales processes
• Protection of customers data
 Shipping
companies in Taiwan (Wanhai,
Evergreen, Yang Ming Line) and in Vietnam
(vinalines and Vosco) use various CRM
system (interactive marketing, sales
automation, customer service and support)
to communicate with their customers.
 Shipping Liner companies, CRM services
can improve:
• Coordination and communication among ship
management
• Terminal operation
• Vehicle arrangement