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National Training Programme for Franchisees

10-12 October ,2011 Venue: JKPDD,JAMMU


Er. A.K.Bhagat REC New Delhi

Customer Relationship Management

Who are our customers? What problems do we face in interacting with our customers? What is customer relationship management (CRM)? How can CRM help us in building strong relations with our customers? CRM at North Delhi Power Limited

Who is Customer?
Customer is an end user of our business product. Hence, customer delight should be an essential part of any business strategy. In the era of LPG (liberalization, privatization, globalization), to remain in business and be profitable, customer delighting is required over customer satisfaction.

Who is a Customer according to Mahtma Gandhi

"A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so. Mahatma Gandhi

Why customer is not delighted?

Bad behaviour of employees. Billing & Payment issues High cycle time for new connections. High cycle time for attending breakdowns. No specific information regarding restoration of supply to the customer. Demand supply gap & poor quality of supply

What is Customer Relationship Management (CRM)?

Systems that allow companies to respond efficiently and almost instantaneously to customer needs and preferences Enhance customer retention and loyalty Bolster revenues Reduce marketing costs

Success of CRM
Success depends on the right product, the right information, the right price, and at the right place CRM should be applied where it affects the profitability and competitive advantage of the company

Success of CRM .contd.

Change management Lead and motivate employees Learn from failure

CRM at North Delhi Power Limited (NDPL)

Customer Care Centres Employees Customer Relations Officer (CRO) Customer Care Executives (CCE) Field Sales Executives (FSE) Technology Software called Sambandh Website

How Does CRM Work at NDPL?

Unique K number Registration of queries/ complaints Customer care centre Website Telephone SMS Call centre support Inbound and outbound calls Transaction history of customer available on aclick

How Does CRM Work at NDPL? Contd.

Queries/ complaints marked and forwarded to relevant person/ department If no action taken in three days, the complaint is automatically forwarded by the system to the next level in the hierarchy Payment in cash, through cheque, credit card through collection centres, drop boxes, website

Community Participation at NDPL

Engage in consumer advocacy effort General awareness through website Monthly meetings of District staff and CRO with representatives of Resident welfare associations (RWAs) Industry welfare associations (IWAs) Political representatives

Awareness workshops for citizens groups/forums Ujjwala

Strengthening Relationship with Customers

Strong customer orientation Main activity of CRO Build and strengthen relationships with customers Single-window system at customer care centres Information management and customer service through Sambandh Feedback forms, suggestion boxes Eminent customers Meetings are organised Blue bill and red bill Promotional schemes

More stringent rules and their effective implementation to curb corruption.

Thank You