Prepared and presented by,

N. Ganesha Pandian,

Assistant professor,

Madurai School of management.

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What is Strategic CRM?

CRM is a business strategy whose outcomes optimize

profitability, revenue and customer satisfaction by

implementing customer-centric processes.

When developing a CRM strategy, it‘s important to

identify all of the functional areas of your business

that touch your Customers or Prospects, and then

develop and document the business processes that

you will use to manage those touch points.

Help better understand the needs of every

individual customer

Reduce customer churn - eg: lower selling

costs

Increase leads - eg: referrals

Increase revenue per customer - eg: cross

sell, upsell

Help deliver a consistent experience every

time

People

Communicate vision

Recognise customer-centric behaviour

Train staff on Customer Service and customer dispute resolution

Make customers front and centre for all key business decisions

Measure and report

-Surveys (written or face to face)

-Social media monitoring

-Mystery Shopping

- Management involved with Customer

Processes

Lead management

Sales Pipeline management

-Call back responses

Accounts Management

Record account specifics and all account interactions across the

organisation

Customer care program

-Case management

Dispute recognition

Social media management

• Marketing

-Leverage technology, individual behaviours and context to

drive more personalized marketing and engage prospects

and customers

Technology

Implement a CRM System

Use CRM to cement your process

Make CRM central source of truth

Integrate your CRM system

Content Management System (CMS)

ecommerce platform

Marketing Automation software

Learning Management System

ERP

Accounting software

1. Identify the best customers, and the worst

2. Distribute value differently to different customers

3. Compete on scope

4. Focus on strategic capabilities

5. Win through customer-centric innovation

6. Measure customer performance

7. Unlearn and relearn

8. Redefine the focus

9. The new competition

Planning CRM – Strategies to Success

CRM (Customer Relationship Management) is the

successful blend of a business strategy and

technology that enables a company to achieve

their goals. The technology provides companies

with ways to keep contact with existing

customers, manage leads more effectively,

measure results more often and standardize

business processes.

Customer-facing level CRM processes

Customer-oriented CRM processes

Cross-functional CRM processes

CRM Macro-level processes

Implementation issues of CRM

CRM process model

Implementation issues of CRM

Exclusivity

Poor Planning

Lack of Training

Wasted Funds

Defining Clear Objectives

Appointing a Core CRM Team

Defining the Processes

Managing the Application

Finding the Right Partner

Executive Sponsorship

Project Team Commitment

Project Manager

Planning and Business Process Analysis

Facilitation

Define Success

Phased Approach

Keep it Simple

Train, Train, Train

Seven types of CRM applications:

CRM systems for call centres

CRM systems for service representatives in the field

CRM systems for telemarketing

CRM systems for sales managers in the field (sales managers who

are in direct contact with the client)

CRM systems for marketing

Analytic CRM systems for the creation of BI insights and reports

based on a database of client contacts

CRM systems for servicing partners and clients over the

Internet.

Analytical CRM comprises the analysis and

systematic evaluation of customer data using

business intelligence functions. The aim is to

filter out the key facts from gathered

information and gain customer knowledge.

Leads in making more profitable customer base

by providing high value services.

Helps in retaining profitable customers through

sophisticated analysis and making new customers

that are clones of best of the customers.

Helps in addressing individual customer‘s needs

and efficiently improving the relationships with

new and existing customers.

Improves customer satisfaction and loyalty.

Customer Analytics

Marketing Analytics

Sales Analytics

Service Analytics

Channel Analytics

Data Warehousing

Data Enhancement

Data Mining, Personalization and Segmentation

Business Intelligence

Marketing

Data Movement, Workflow and Integration into

other CRM Applications

The operational CRM includes the systematic use

of analytical CRM filtered customer knowledge

within the operational processes. This knowledge

is used, for example, for the assessment and

classification of customers, sales work or

campaign management. The operational CRM

provides the functions to do this, so that

customer groups are specifically approached and

customer loyalty is strengthened.

Marketing automation

Sales-force Automation

Service Automation

Monet Workforce Management Live was especially

designed for small and medium sized call centers to

meet their specific needs:

Fast setup within days, avoiding large

implementation projects

Affordable monthly fees without large upfront

investment

Easy to use through 100% web interface

Quick integration with any ACD or PBX for call history

and real time adherence

Hiring Natural Talent

Thorough Training

Smart Scheduling

Regular Evaluation

Positive Incentives

Contact Centre Performance

Contact Centre Scheduling

Workforce Management

Customer Care Solutions

Recruitment and Retention

Steps to be followed by CRM managers

Customer relationship managers should know their customer's

needs , wishes and dreams. He or she should be well versed in

the value delivered to customers and the problems customers are

trying to solve.

The customer relationship manager will not only solve customer

requests but will proactively offer ideas and insights to improve

the customer's issues and challenges.

The customer relationship manager will follow up on every issue

and ensure complete satisfaction and maximum utilization of the

product or services sold to customers.

They love data and can explain its complexities

simply in order to drive actionable consumer insight.

They will be able to own and manage a loyalty

scheme and ongoing campaigns, setting the strategy

in place for revenue benefits through loyalty.

They will have great marketing communication ideas

They will communicate well and work closely with

other marketing department players such as email

managers, social media and PR

Choose the right tool and generate more

sales

CRM tool for customer data

CRM for organization

CRM Tools for Reports

Using a CRM tool to close sales

Big contacts

Daylite

Infusion soft

Insightly

Landslide

On contact

Oprius

Pipeline Deals

Plaxo

Sage act

Splendid CRM

Stride

Stitch labs

Sugar CRM

Vtiger