Customer Relationship Management

Presentation By:
Priti Jain
Monali Sarda
• What is CRM?
Agenda
• History of CRM
• Components of CRM
• How CRM can be used??
• Aspects of CRM
• Approaches of CRM
• Stages of CRM
• Principles of CRM
• Benefits of CRM
• Drawbacks of CRM
• What is market share and revenue?
• Future CRM Trends and revenue.
• CRM solution Provider
• Case Study: Companies which have Implemented CRM
 What is CRM
• An integrated approach to identifying, acquiring and
maintaining customers – siebel.com.
• Broadly recognized, widely-implemented strategy for
managing and nurturing a company’s interactions with
customers, clients and sales prospects  - Wikipedia
• Term applied to processes implemented by a company to
handle contact with its customers.
• It’s a software-based approach to handling customer
relationships.
• Overall Goal – Find, attract and win new clients, retain and
nurture existing ones and reduce the cost of marketing and
client service.
 What is CRM?
• CRM (Customer Relationship Management) are the concepts
used by organizations to manage their relationships with
customers.
• CRM software 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.
 What is CRM?
Email Analytics

Web

BackOffice
Customers Call Center Customer
Information

Field

Marketing

Partner
 History of CRM
 1980s – Database Marketing Emerges
 1980s – Database Marketing helped larger
organizations rather than smaller organizations.
 1990s – CRM appears as a two way communication
device
 2000s Internet age – CRM revolution – CRM expands
from stagnant storage to ready to use information
storage
 2000s Used most frequently in financial services, high
tech corporations and telecommunications industry.
Components of CRM
How CRM can be used
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
 Main Hindrance in CRM
Implementation
• Cost factors: Complete third part CRM solutions (all
modules) can be afforded only by very few companies.
• Technology (used by many of the companies
implementing CRM) is heavily dependent upon the
penetration of telecommunications which is very low in
India.
• Lack of available databases of customers which form a
crucial part of CRM Solutions.
http://www.som.iitb.ac.in:8080/bitsurvey/uploaded_documents/ICT_Pilot.pdf
 Market Share & Revenue

Vendor Revenue
SAP 2055
Oracle 1475
Salesforce.com 965
Microsoft 581
Amdocs 451
Others 3627
Totals 9147
 Future CRM Trends
• The market for customer relationship management (CRM) in
India is expected to grow at a compounded annual rate of
40 per cent each year.
• The CRM services market was expected to grow even faster
at a rate of 53 per year.
• Aligning products, services and contractual agreements to
enable customer business imperatives of higher client
acquisition, retention and satisfaction.
• CRM projects are no longer viewed as stand-alone
implementations but are now being increasingly pursued in
context of larger business objectives and core strategic
agendas.
CRM Solution Providers
 Examples
The CRM enabled companies include :

• Major Telecom Companies

• Banking and Insurance Services
• TVS Electronics
• Cannon India
• HP India
• Carrier Refrigeration
• Planet M
• Dell India
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
DHL and CRM

• DHL Global Mail needed a CRM solution that could cater to a global
network and ultimately provide a holistic view of the customer right
across the globe

• DHL used Salesforce.com as its CRM platform in the dispatch and

delivery of parcels, and business post etc

• The CRM suite was installed simultaneously around the globe within
six months and integrated with the existing systems to ensure data
centralization

• It achieved an integrated approach to the customer worldwide and a

single view of the customer as well
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.
Aviva and CRM
• Aviva decided to implement a CRM suite even before it commenced
its Indian operations. The idea was to have a better interface with
customers. It also wanted to integrate its customer-facing
departments

• It picked Talisma from among four vendors after a stringent

evaluation exercise

• Aviva took six months to implement the e-CRM suite. It

implemented all the e-CRM modules except for the chat module.
Today there are 450 users of the e-CRM suite at the company

• The e-CRM implementation enabled Aviva to tap the potential of

the Indian insurance market by tailoring its products and services,
and quickly analyzing and adjusting its marketing initiatives
 Conclusion
.