Customer Relationship Management System (Part 2). ASPECTS OF CRM. Operational. Front office business support Contact history is recorded No communication gap E.g.- call centers, BPO. Collaborative. Direct communication Cost reduction Service improvement E.g.- mail, internet.
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Operational • Front office business support • Contact history is recorded • No communication gap • E.g.- call centers, BPO
Collaborative • Direct communication • Cost reduction • Service improvement • E.g.- mail, internet
Analytical • Analysis of customer data • Design and target marketing campaigns • Product and service decision making • Management decisions
Building blocks of CRM Customer profiling Lead Management Campaign Management Activity management Web service Contact management Call center Field service Opportunity management
CRM SYSTEM Customer touch points Manager view Sales view Marketing view Support view Service view Web Windows Wireless C R M software ROI Support view Automation PIM Opportunity Management Sales Forecasting Project management Legacy applications Web/intranet/extranet Customer database ERP/back office Other applications
CRM strategies • Acquisition • Retention • Loyalty • Cost Reduction
Profiling ACQUISITION Search Buying pattern Communication
Improving customer satisfaction RETENTION Updating Need analysis 1to 1 communication
Search Increase LOYALTY Capture
Lower inventory Marketing cost reduction Cost REDUCTION Speedier delivery
Pitfalls of CRM system • Change Management • Poor communication • Weak Leadership • No strategic focus on business value. • Sloppiness to ‘Process and People issue’. • Information handling
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