AMITY GLOBAL

BUSINESS SCHOOL

Noida

Customer Relationship Management

Mamta Chawla

AMITY GLOBAL
BUSINESS SCHOOL

Components of CRM

Noida

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Operational CRM
Operational customer relationship
management facilitates and streamlines
communication with customers, and
connects to customer touch points.

Source: Elijah Ezendu,

CRM

AMITY GLOBAL
BUSINESS SCHOOL

Noida

General Areas of Operational

CRM

Sales Force Automation

Customer Service and Support
Enterprise Marketing Automation

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Sales Force Automation

This involves the whole sales process which
comprise lead generation, lead
qualification, needs identification,
specifications development, development
of proposal, handling objections, and
closing sale.

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Key Tasks in Sales Automation

Sales Administration
Sales Forecasting
Lead Management
Account Management
Performance Management
Tracking Customer Preferences
Tracking Customer Demographics
Contact Management

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Customer Service and Support

This involves automation and coordination
of all the service operations and customer
support processes which include service
requests, product returns, customer
complaints, and enquiries. These services
and support can be provided through
contact center, call center, web portal, or
face-to-face interaction at a remote
location in the field.

AMITY GLOBAL
BUSINESS SCHOOL

Enterprise Marketing
Automation

Noida

application of technology to marketing processes

provision of information pertaining to industry
trends, macro-environmental factors and
competitors.
engagement and control of campaign
management, event-based marketing, cluster
customer segmentation, individual customer
segmentation, thereby increasing marketing
efficiency.

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Analytical CRM
Analytical customer relationship
management focus on blending the
customer data collected in Operational
CRM with data from external sources in
order to ascertain key customer identities
and directions required for boosting
organisational and customer values.

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Applications of Analytical CRM

Financial Forecasting
Programme Evaluation
Price Optimization
Customer Satisfaction Evaluation
Customer Satisfaction Growth
Product Development
Fraud Detection
Risk Management
Contact Optimization
Sales Coverage Optimization

AMITY GLOBAL
BUSINESS SCHOOL

Impact of Analytical CRM

Noida

Relationship Between Operational and Analytical

CRM
Customer Touch Points

Customer Data

Practice
Strategy

Operationa
l
CRM

Back Office

Process
Data

New Strategy

Analytical
CRM

Source: Siddiqi, Akhgar & Wise, Framework for Implementation of CRM Strategy in Retail Sector

AMITY GLOBAL
BUSINESS SCHOOL

Collaborative CRM
Collaborative customer relationship
management focus on exploiting
interaction with customers through
customer touch points for enhancing
customer self service.

Noida

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Applications of Collaborative
CRM

Online services for enhancement of

convenience and cost reduction
Effective communication through many
channels including automated phone,
email and internet.
profiling customer information during
customer interaction
Example: Web Page Personalization

AMITY GLOBAL
BUSINESS SCHOOL

Noida

Relationship Between Analytical

CRM and Collaborative CRM
Collaborative customer relationship
management uses the output of Analytical
customer relationship management to
enhance the participatory strength of
customers.