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Devising & implementing

CRM strategy
-Managing the customer experience
Marketing Strategy
vis-à-vis CRM strategy
Marketing Strategy CRM Strategy
-how to use market opportunities -how to come closer to the
to our advantage to cut the customer to deliver value and
threats? in turn create value for us

VISION-Customer
VISION-Market Position Experience
Market audit Customer behavior &
SWOT analysis requirement audit
Capability analysis

TARGET-Market segments TARGET-Customer


Penetration , development, Segments
maintenance & productivity
Acquisition, development,
retention &efficiency
MEASURES-Market share,
brand equity
Based on PLC
MEASURES-Loyalty, Cost
to Serve
Strategic Planning
Framework
Planning for effective CRM
Understanding the customer value proposition
STEP-I

ØCRM Vision
ØUnderstanding the value offered
ØCustomer specific relations
ØImportance of CRM
ØNature of customer experience to be
delivered
STEP-II
CRM Strategy
ØAnalyzing current position wrt customer’s
loyalty & satisfaction
ØCustomer segmentation
ØSetting up objectives( desired retention,
acquisition…)
ØDefining parameters for measurement
ØUnderstanding the required infrastructure
STEP-III
Valued customer
experience

ØValue creation from customer's


perspective
ØEnsuring continuous customer
research &collaboration
STEP-IV
Organizational
collaboration
Involving CRM in-
ØInternal processes
ØOrganizational structures
ØCompensation plans
ØSuppliers & business partners
STEP-V
CRM Processes
ØManage the customer life cycle
ØKnowledge management to create
personalized customer experience
STEP-VI
CRM Information
ØUnderstand what data is required
ØDevise systems to structure &
analyze data
ØDevise means to access feedback
data
STEP-VII
CRM Technology
ØWhat technology to be adopted?
ØTechnology integration with
organizational channels/ systems
STEP-VIII
CRM Metrics
ØSetting up measurable, specific
objectives & indicators
ØSetting up hierarchy of metrics as per
purpose and level.