Customer Relationship Management

Presentation By:
Prikshit saini
MBA
 CONTENTS
• What is CRM?
• Components of CRM
• Aspects of CRM
• Approaches of CRM
• Stages of CRM
• Principles of CRM
• Benefits of CRM
• Drawbacks of CRM
• Case Study: Companies which have Implemented CRM
 What is CRM?
• CRM (Customer Relationship Management) are the concepts
used by organizations to manage their relationships with
customers.
• CRM is used to support these processes.
• From the outside, customers interacting with a company
perceive the business as a single entity.
• CRM helps a company unify its customer interactions and
provide a means to track customer information.
Components of CRM
Aspects of CRM
Approaches to CRM
 Approaches to CRM
There are several different approaches to CRM, with
different software packages focusing on different
aspects:
 Operational CRM

• Gives support to ‘Front Office’ business process (e.g. sales,

marketing etc)
• Any interaction with customers is stored in customers’
contact histories, which the staff can retrieve as necessary
• Gives staff access to important information about the
customer, eliminating need for individually obtaining it from
the customer
 Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes:
• Designing and executing targeted marketing campaigns.
• Analysing customer behavior in order to make decisions
relating to products and services (e.g. pricing, product
development).
• Management information system (e.g. financial forecasting
and customer profitability analysis).

Analytical CRM generally makes heavy use of data mining.

 Collaborative CRM

• Helps unify information that is collected through various departments’

interaction with customers
• Goal is to use information collected by all departments to reduce costs
and improve the quality of services provided by the company
Stages In CRM
Principles of CRM
 Benefits of Implementing CRM

• Attracting new customers

• Quicker and more efficient response to customer leads and
customer information
• Simplification of marketing and sales processes
• Understanding customer needs
• Better customer service
• Building customer loyalty
Drawbacks of CRM
CRM Solution Providers
Implementation of CRM
Canon and CRM
• Canon needed a comprehensive customer database that could be
made available to front office personnel

• It purchased and implemented a Siebel CRM package, which

implemented a Call Center CRM strategy in the sales department,
among other things

• Information that was stored for a period of 15 years was used in an

attempt to achieve customer satisfaction. Canon had 2200 users
involved in its implementation

• Overall improvement was seen in three main areas – Call Center,

Sales and Service
Tata Motors and CRM
• Tata Motors was looking for real-time availability of customer and
product data from its entire dealer network, faster response to
customer requests, increased productivity and revenue generation,
and a system that would give it a 360-degree view of customers
across all possible touch points

• The solution jointly deployed by Oracle, SAP and IBM had been
implemented in phases since 2003

• The on-line CRM initiative now supports over 15,000 users, within
the company and among its channel partners in India and abroad, to
conduct all customer-facing transactions

• Besides achieving the above objectives, the CRM package also

helped in leveraging data to improve customer interactions and
streamline product development and planning, which has helped
Tata motors provide additional value-added services to customers.
 Conclusion
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