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Customer Relationship Management. BA325 Susan Anderson GenX Team Darrell Grenz Sarah Villanueva Jason Lee Thang Tran. Customer Relationship Management. What will it take to keep your customers?. What’s Really CRM.

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customer relationship management

Customer Relationship Management


Susan Anderson

GenX Team

Darrell Grenz

Sarah Villanueva

Jason Lee

Thang Tran

customer relationship management2

Customer Relationship Management

What will it take to keep your customers?

what s really crm
What’s Really CRM

CRM is a business approach that integrates People, Processes and Technology to maximize the relations of an organizations with all types of customers.

The true value of CRM is to transform strategy, operational processes and business functions in order to retain customers and increase customer loyalty.

Aris Pantazopoulos - CRM Today

how crm works
How CRM Works
  • Planning
  • People
  • Process
  • Platform
  • Detailed strategy for first 3 to 5 years
  • Goals for each stage of implementation
  • Getting to know your customers better.
  • Tailoring services to their needs.
  • Building customer loyalty
  • Better Customer Service
  • Customer contact
  • Information gathering
  • Continuous customer contact
  • Examined from customer and company viewpoints
  • Price
  • Company culture
  • Future needs
  • Technological compatibility
the purpose of crm

The Purpose of CRM

  • Organizations lose 50% of their customers every 5 years
  • and it typically costs 5 times more to attract a new customer than to keep an existing one.
  • -Business Week
  • In turn many organizations are pursuing customer initiatives such as;
  • Customer Service
  • Customer Loyalty
  • Customer Value
examples of crm goal setting
Examples of CRM Goal Setting
  • Gain insight into customer behaviors and values
  • Providing better customer service
  • Make call centers more efficient
  • Cross sell products more effectively
  • Help sales staff close deals faster
  • Simplify marketing and sales processes
  • Discover new customers
  • Increase customer revenue
determining if crm is of value to your company
Determining if CRM is of value to your company
  • Contact with customers
    • Tailorability of product/service
    • Frequency of purchase
    • Complexity of product/service
    • Value of the benefits delivered by the product/service
market analysis
Market Analysis
  • Reaching saturation point
  • Return to modest growth
  • Revenues will grow from 42.8 billion in 2002 to 73.8 billion in 2007
  • 55% of companies are playing wait and see
  • Tailoring product to vertical industries to counteract effects of saturation

by Bob Chapman (Forrester Research)

new developments with crm
New Developments with CRM
  • PRM Partner Relationship Management
  • Focusing on small to midsize businesses(SMBs)
  • Adding features

Guided selling (Pivotal)

Offline client base on .NET (Salesnet)

New Outlook integration capabilities


  • Aviation Industry
plans for a successful crm integration
Plans for a Successful CRM Integration
  • Having a master plan
  • Know your customers
  • Break project into manageable pieces
  • Philosophy needs to come from the top down
  • Teach your people
  • How will you measure success or failure
  • Do you have the right technology
c r m applications
C.R.M. Applications
  • Sales & Marketing Automation
  • Brand Management
  • Customer Data Analysis
  • Web Services & Solutions
sales marketing automation
Sales & Marketing Automation
  • Shortening Sales Cycle
  • Better Contact and Activity Management
  • Forecast Management
  • Real-time Competitor Analysis
  • Access to Sales History
brand management
Brand Management
  • Able to segment markets more efficiency
  • Follow trends of mass customization
  • Identify customer needs with right product
  • Extend brand equity as a total corporation
customer data analysis
Customer Data Analysis
  • Anticipating your customer’s needs and wants by following trends
  • Real-time data mining
  • Have access to critical business information throughout the corporation
web services solutions
Web Services & Solutions
  • E-Commerce
  • Allows customers access to products information around the clock
  • Reduces barriers for sharing information through intranet and VPNs
major players in crm
Major Players in CRM
  • Microsoft
  • Siebel
  • Peoplesoft
  • Oracle

Case Study: World Vision

  • Customer ProfileWorld Vision is one of the world's leading relief and development agencies. It is a Christian organization and currently works in nearly 100 countries, helping over 75 million people in their struggle against poverty, hunger and injustice.
  • Business SituationThe charity World Vision needed to expand its Web site to provide more information about campaigns, policies and petitions while generating increased financial and non-financial support
case study world vision cont
Case Study: World Vision (cont.)
  • Solution DescriptionA new content management system that has enabled World Vision to extend the volume and scope of its online content and manage updates to the Web site in-house.
  • Benefits
    • More engaging online donation opportunities.
    • Simple management of Web site changes and updates in-house.
    • Rapid development time.
    • Cost effective solution.
    • Interoperability with future IT.
case study cap gemini ernst young
Case Study: Cap Gemini Ernst & Young
  • Customer Profile CGE&Y is one of the world's largest consulting firms providing management consulting, IT design, and integration and systems outsourcing services on a global basis.
  • Business Situation Faced with the challenges of a major acquisition and integration


Case Study: Cap Gemini Ernst & Young

  • Solution DescriptionUpgrade to Oracle 11i with Oracle Financials, Project Costing, and Project Billing
  • Benefits
    • Reduction of closing costs by 7%
    • Savings in personnel costs of 8%
    • Average number of days to issue an invoice cut by 33% for an accounts receivable reduction of € 8 million
    • Project implemented in 5 months within budget by CGE&Y UK+I
    • Euro compliant one year ahead of external requirements--a lead over competition
  • Microsoft Business Solutions CRM Demo
possible reasons for failure
Possible Reasons for Failure
  • Customer knowledge widely disbursed
  • Department not sharing customer knowledge
  • Security, privacy and ethical concerns
  • Sales force isn’t completely sold on idea
Planning, People, Process, Platform

Major Players





To retain and expand customer relationships in the most profitable way across all points of customer contact from sales force to call center to the internet


Sales & Marketing

Data Analysis

Web Solutions

Brand Management

Market Analysis


customer relationship management29
Customer Relationship Management

Questions & Answers

Thanks for your time