Coustomer Relationship Management

8/9/2019 Coustomer Relationship Management

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104

Training

PresentationDemo Kit


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CRM Customer Relatio

Management

Product Code: M120

www.globalmanagergroup.com


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Why Does the Organiz

Need CRM? To increase profitability through pro

better service to the customer

Gain more control in interacti

customers Manage expectations better

Understand what customers really w

Provide products that better

customers Increase trust

Competitive advantage


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1. conduct profitability

analysis

2. identify attributes

of most profitable

customers

3. r

strate

profita

5. modify organizational

structure and

compensation to align

employees to strategy

6. measure for

effectiveness and

communicate strategy

& success metrics

What is Customer Relations

Management ?


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Customer Lifecycle

Four Phases of the Customer RelationshipFour Phases of the Customer Relationship

CRetain

Customers

RetainRetain

CustomersCustomersAcquire

Customers

AcquireAcquire

CustomersCustomersTarget

Customers

TargetTarget

CustomersCustomers

Who do we want to target?

What segments are the most

profitable?

How do we leverage

customer relationships to

build brand?

How do we reach our

customers? What to we spend on

targeting customers?

How do we improve our hit

rate?

What is the best channel for

each segment?

What channels do our

customers want to use?

When? Why?

What is the acquisition cost

for a channel / segment?

Should we be worrying

about retaining existing

customers more than getting

new ones?

What channel approach is

most effective?

What service levels are

required by each customer

segment

What is the best way to

provide service to each

segment?

What is the impact of

service on retention andexpansion?

What does it cost to service

our customers? Is it

justified by their value?

How can we improve

retention?

Ho

do

cu

Ho

cu

m

Ho

chov

Ho

re

cu

A strategy is needed to guide how customers

over the course of the customer lifec


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Models of Customer Relationship Ma

Model of selling

partner relationship effectiveness

Independence

Relative influence

Mutual trust

Cooperation

Sere

eff


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Technology is an Enabler for CCRM links front-office strategies, operations, teand people with customer interaction channels

one face to customersBEST PRACTICES LIBRARYLaunch pad Value

Brand

Personalization

Seamless

Real-time

Dynamic

Channels Marketing Sales Service

Broadcast Media

Mail

Field Operations

Agents/Distributors

Call Center

Retail

Internet

CORE DESIGN

PRINCIPLES

Interactive TV Sales

Programs

Customer Groups/Cubs,

VARs, Wholesalers

Product Demos,

Conferences, Expos,

Education Events

TV, Radio, Newspaper

and Signage Advertising

Direct Sales,

Inside Sales

Brochureware,

Advice/Community Sites, e-

Mail Marketing

Spare Parts Fulfillment,

Product Info, Returns

In/Outbound

Telemarketing, Info Cntrs

Broadcast Informational

Spots

Outsourced Product

Support and Repair

In/Outbound Service Call

Center, IVR, Fax-back

Service Centers

Information Sites, Interactive

Service Sites, e-Mail Folllow-

up

Interactive Sales Sites,

Auction Sites, Market Sites,

Portals

Wholesalers, VARs,

Resellers

Inbound and Outbound

Telesales

Direct Mail, CatalogDirect Mail, Product

Teasers, Catalog

Field Service, Training

Instore Signage,

Coupons, Info Kiosks

POS Brick and Mortar

Locations, In-store and

Distributed Kiosks


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Conceptual CRM Architectu

BusinessInteg

rationServices

(Middlewa

re)

Customer Interaction

Systems

Chooses the

channel

Customer

Access Channels

Business

Objects

Account

Contact

Policy

Asset

Opportunity Service Request

Functionality

Account/Contact

Mgmt

Service Mgmt

Workflow Mgmt

Campaign Mgmt

Sales

automation

In person

Commerce/

self-service

Web

Call

Center

Telephone

IVR

Telephone

Electronic

Fax & E-Mail


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Challenges impacting

understanding your custo

Dete

Be

Reso

Know

the Custome

Value

Learn from

Customers

Identify

the Customer

Access

Complete Customer

Profile & History


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Common customer se

complaints

I hate being transferred from one person to anotheI hate being transferred from one person to another

It is frustrating to sit on hold for minutes on end.It is frustrating to sit on hold for minutes on end.

Why cant everybody know my issue? This is the 10call about the same problem. Dont they value m

Why cant everybody know my issue? This is the 10call about the same problem. Dont they value m

I might not get a timely answer if I email. Id rather cI might not get a timely answer if I email. Id rather c

How come when I go to the web site I get a differen

when I call into your call center?

How come when I go to the web site I get a differen

when I call into your call center?

I entered my account number and the agent still asI entered my account number and the agent still ask

I just want to talk to a live person rather than enter touchtone phone.

I just want to talk to a live person rather than enter 1touchtone phone.


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CRM is not the automation of existing custoprocesses. To derive full benefit from tech

must examine the value of your existingtouching processes as perceived by your custo

Where possible, the processes must be re-enincrease the speed of the activity and convencustomer. In addition you must build custoprocesses based on past history and prefere

customer which should be accessible in real tim All customers are not equal the com

recognize which of its customers are disproresponsible for its current and future succesthem as such.

Customer focus must be deployed at all le

organisation by the regular monitoring osatisfaction and its linkage with employee copackages.

Development | Customer Fo


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Know your customer com

business processes

Identify CustomerIdentify Customer Identify RequestIdentify Request

Capture CustomerDetails / Update Profile

Capture Customer

Details / Update Profile

ObtObta

F

Complete TaskComplete Task

Call Center

Agent

Customer

Initiate RequestInitiate Request

Phone

Email

Web

TechnologyRoRor

Screen popCustomer History

Screen pop

Customer History


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Implementing CRM

Technology

Generation

1st

2nd

3rd4th

5th

Key application

components

Word processor

Spreadsheet

Email

Change mgmt

potential

Low Return on Investment

Sales styles

ROI

Enables

Team and

technique focus

Acct/territory

manager

Order entry

CRS, SAS

MC/S

Contact

manager

Expense

reports

SCS, OMS, MES

Telesales, ISS,

Integrated sales

desktop

Enterprise OMS

Intra-enterprise

team selling

All assisted

channels

integrated

Inter-

OMS

Virtua

chann

Inter-

team

Minimal Significant Daunting

Individual Sales Team Enterprise

Product Selling Proposition Selling Solution Selling

Source Gartner Group

Key:

1 to 1 One-to-one marketing

CRS Call reporting system

ISS Interactive selling system

MC/S Mobile client/server system

MES Marketing encyclopaedia

system

OMS Opportunity management

system

SAS Sales analysis system

SCM Supply chain management

SCS Sales configuration system


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Strategic Sub-Processes Process Interfaces Op

Customer ServiceManagement

Demand Management

Order Fulfillment

Manufacturing FlowManagement

Supplier Relationship

Management

Product Development

& Commercialization

Returns Management

Review Corporate

and Marketing Strategy

Identify Criteria

for Categorizing Customers

Provide Guidelines for the

Degree of Differentiation inthe Product/Service

Agreement

G

Develop Guidelines for

Sharing ProcessImprovement Benefits with

Customers

Develop Framework forMetrics

P

Customer Relationship Manage


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SupplyChainManagemen

tProcesses

Tier 1Supplier

Tier 2Supplier Logistics

Purchasing Marketing

R&D

PRODUCT FLOWProduction Finance

Manufacturer

Information Flow

CUSTOMER RELATIONSHIP MANAGEMENT

CUSTOMER SERVICE MANAGEMENT

DEMAND MANAGEMENT

ORDER FULFILLMENT

MANUFACTURING FLOW MANAGEMENT

SUPPLIER RELATIONSHIP MANAGEMENT

PRODUCT DEVELOPMENT AND COMMERCIALIZATION

RETURNS MANAGEMENT

Integrating Key Business Proce


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Selling Customer Managem

Complete order life cycle

Partial

FunctionalSolutions

Cross-Functional ProcessBreaking Down Departmenta

Inquiry/Prospect

Customize

Integrated Selling Chain App{Sales Lead Configurator

Contract

Pricing

CompleteIntegratedSolutions

CustomerLifecycle Commit

ProductCatalog

Available toPromise

Proposal

& QuoteC


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Universal Business Proble

Managing the Order Acquisition

Order acquisitionprocess needs assessment

option selection

order configuration order quote and

proposal, completewith drawings,schematics, and

performance metrics

Understan

Pre

Identify P

Validate Ne

Develop A

Translate in

Determine conf

Determine terms

Present Bid/

Evaluat


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Evolution of the Sales Pro


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Training

To train grantors and the grant community how to use th

Storefront.

Supple

Clas

G

Evaluation of c

Supplementary Aids

Online Course

Grant Community

Evaluation of course

PRIMARY

TRAINING

Prior

to using

storefront

SUPPLEMENTARY

AIDS

Duringuse of

storefront

Frequently asked questions

Quick reference guide

Online user guide Online help

Self-study via online demo site,

includes simulation and practice

exercises

Full day in two

-- Grantors pe

-- Grant Applic

Simulation and Student manua

Frequentl

Quick

Onlin

O


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Managing Customer Relations

Qualifying prospects for relationship b

Opportunities

for addingvalue

Potential profitability of custo

High

Low

Low

Use a non

customized

approach

Seek better

opportunities

elsewhere

Build a

and la

relatio

Foc

loyalty

pro


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ABC Steel | Profitability Measure

The first thing that we need to do is to measure

customer which means, getting sufficient inform

functional areas to find, per customer, per fiscal pe

Total Revenues.

Total Sales Costs calls, visits, etc.

Total Sales Support Costs calls, problem reso Total Manufacturing Costs for all raw mate

MARGINAL cost of manufacturing the custome

Total Shipping Costs for all orders by the cus

Total Accounting/Finance Costs for all o

customer.

Finally, we need to include the cost of re-work

particular order was either off on quantity or on

and needed to be returned and reworked.

examples


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INDIAN Bank | Relationsh

Management

It is well established that a small number of customfor the main component of profitability for a banlogic demands that they be given special status anretain their loyalty.

This can be achieved by designating certain banrelationship managers for a specified group o

customers. Customer relationship managers should be the s

contact for the customers. They should facilitateeven though some of these may be provided bystaff.

The bank officers should occasionally visit the c

their charge and develop close rapport with key ocustomer organisations.

This personalised attention will go a long way in high-value customer loyalty.


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M120- CRM-CUSTOMER RELATIONSHIPMANAGEMENT

CONTENTS OF TRAINING PRESENTATION KIT

Naman Infotech Centre. Tele: 91-079-26565405, 26561104 Page 1 of 5

No of slides: 250

The entire presentation kit is having 2 main directories as below.

CRM--Customer relationship management

PART-A Presentation: -

Under this directory further files are made in power point presentation as per thechapter listed below.

Topic wise Power Point presentation in 11 modules as listed below.

1. Introduction to CRM

It covers what is, why CRM, brief history, how does CRM impact on an organisation, concepts,touch points, deciding who should lead CRM function, stages in development of CRM functions,model used for CRM and few examples etc describe in understanding manner.

2. Core principles

Literature(Word Files)

Presentation(Power point Slides)

Programs

01 Introduction 02 Core principles 03 Planning and development 04 Crm software & implementation 05 Models and technology used 06 Current status and future 07 Avoiding common barrier 08 CRM out reach 09. Managing crm 10. Examples

Case stud_1 01 Introduction 02 CRM in services 03 CRM tools 04 Competitive environment 05 Customer service module 1 06 Customer service module 2 07 Customer service module 3 08 Designing work shop 09 Analyzing data quality 10 Similarity 11. Managing relationship Annexure

Chapter-1.0CONTENTS OF TRAINING PRESENTATION


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It covers core principles related to CRM and technique describe in detail with suitable example.

3. Planning and development

It covers prerequisite, roadmap to CRM, preparation management education, analysis, processdesign and development, pilot deployment, expected pitfalls describe in detail.

4. CRM software and implementation

It covers what is, implementation of strategies, technologies describe in detail.

5. Model and technology used

It covers models and technologies, why integrated, partnership model, technology set up, CRM

infrastructure describe in detail.6. Current future and status

It covers why do we need CRM, current development of CRM and future of CRM describe with fewexamples.

7. Avoiding comman barrier

It covers comman barriers and how avoiding that and competition, technologies and howtransforming customer contact in revenue, selling chain management describes in detail.

8. CRM out reach

It covers outreach goals and objectives, customer input and training and CRM plan outline

describe in detail.9. Managing CRM

It covers how managing and focus CRM with example describe in detail.

10. Example1

It related to CRM in ABC steel company describe in detail.

11. Example2

It related to CRM in ABC pool describe in detail.

12. Example3

It related to CRM in ABC united describe in detail.13. Case study-1

It related to CRM in Indian bank.


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PART-B. Literature:-

This topic covers write up for the ready reference to the trainer for understanding and reading.

Chapter No. SECTION

1.Introduction

2. CRM in services

3. CRM tools

4. Competitive environment

5. Customer service module 1



8. Designing work shop

9. Analyzing data quality

10. Similarity

11 Managing relationship

12 Annexure1


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2.0 USER FUNCTION

2.1 Hardware and Software Requirements

A. Hardware: -

Our presentation kit can be better performed with the help of P3 and above computers with aminimum 10 GB hard disk space.

For better visual impact of the power point presentation you may keep the setting of colourimage at high colour.

B. Software used in presentation kit Hand-outs written in word 98 and window 2000 and Presentation made in Power point

programs You are therefore required to have office 2000 or above with word 98 and power

point.

2.2 Features of Training kit: -

Contains all necessary documents as listed above and comply with the requirements oflatest management concepts and more than 1000 man days (9000 hours)

Written in Plain English

It will save much time in typing and preparation of training material and slides alone.

User-friendly and easy to learn.

Developed under the guidance of experienced experts having experience of more than200 companies latest management system implementation globally.

Provides model of a Management system that is simple and free to establish themanagement concept in the laboratory.

Chapter-2.1HARDWARE AND SOFTWARE REQUIREMENTS

Chapter-2.2FEATURES OF PRESENTATION KIT


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1. By using these documents, you can save a lot of your precious time while preparingthe management training areas presentation.

2. Take care for all the section and sub sections in implementation of latestmanagement concepts and helps you in establishing better system.

3. The user can modify the presentations as per their industry need and create ownmanagement training presentation for their organization

4. Ready made templates and sample documents are available which can reduce yourtime in document preparation

5. Save much time and cost in conducting training programs

6. You will get better control in your system due to our proven training presentationmaterial.

Chapter-3.0BENEFITS OF USING OUR TRAINING KIT

Coustomer Relationship Management

Documents

Transcript of Coustomer Relationship Management