CRM - Information Technology
Transcript of CRM - Information Technology
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Customer Relationship
Management
CRM - is an approach that recognizes that customers
are the core of the business and that the companyssuccess depends on effectively managing relationshipswith them.
Customer service- is a series of activities designed toenhance the level of customer satisfaction.
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CRM- GROWTH Data collection and analysis ( ).
Generating more revenue.
Relationship marketing ( Building relationship.
E-Service ( customer service that is performed on the Web, sometimes
automatically.
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Goal ofCRM. To use technology to gain insight into the
behavior of customers and the value of thosecustomers .
Provide better customer service .
Make call centers more efficient .
Cross sell products more effectively .
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GOAL OF CRM Help sales staff close deals faster .
Simplify marketing and sales processes.
Discover new customers .
Increase customer revenues.
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CRM in Action There are five steps in building IT-supported CRM.
These are:
1. Make it easy for customers to do business with you.2. Focus on the end customer for your products and services.3. Redesign your customer-facing business processes from the
end customers point of view.
4. Wire your company for profit: design a comprehensive,evolving electronic business architecture.5. Foster customer loyalty. In e-Commerce, especially, this is
the key to profitability.
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IT IN CRM
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ROLE OF IT IN CRM
Role of it via e-commerce in crm
Providing complete product information
Providing an easy ordering and billing process
Providing service after sales.
Integrating information into ones website.
Personalizing the web interface
It plays pivotal role to play in enablingcompanies to maximize profitablity through
more precise targeting of market segment &
micro segment within.
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ROLE OF IT IN CRM It assist in managing the data required to
understand customer so that appropriate crm
strtagies can be adopted.
To determine economies of customer
acquisition,retention & life time value.
Play great role in customer loyalty prog.
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ADVANTAGES OF IT IN CRM
Using crm & internet , not only support online
customer but also improve relationship with
traditional customer
It facilitates global reach of services through
internet.
Enables both customer & employees to be more
effective in getting & providing services
By getting all the information , crm plans to
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DISADVANTAGES OF IT IN CRM
Loss of human contacts & personal interac
tion
There are tremendous investment cost in it
for fine,often with uncertain payback.
It may does not understand the marketing
objective&analysis on wrong data result in
waste of time&money.
It threatens privacy of customers in many
ways.
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CRM BENEFITS
IMPROVED CAPTURE OF SALES LEADS
complete information about sales prospects andcreation of sales territories
ACCESSIBLE DECISION DRIVING INFORMATION
competitor tracking function , smooth integration of allinfo. sources email ,live chat, telephone etc
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Continued IMPROVED CUSTOMER SERVICE
pre service and post service questionire , pr- scripted answertempletes for FAQs
IMPROVED CUSTOMER PROFILING AND TARGET
MARKETING
clasification of customers having similar profile
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FLEXIBILITY
licenced CRM , hosted CRM i.e. on demand crm forsmall business
INCREASED CROSS SELLING AND UP SELLING
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TYPES/VARIATIONS OF CRM Sales force automation
Marketing Customer service and support
Appointment
Analytics
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Integrated/collaborative Small business
Social media
Non-profit and membership based Horizontal vs. vertical
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CUSTOMER RELATIONSHIPMANAGEMENT CASE STUDY
IN Reference with
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Steps in implementing CRM
Identifying CRM initiatives
Setting measurable targets
Evaluating and choosing the appropriate CRMpackage
Any time anywhere service, personalized offers, andlower payouts.
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Purpose of CRM at ibank
Targeting customers
Sales reference material
Consistent interface with customers
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ICICI Banks CRM Initiatives
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ICICI Banks CRM benefitsCustomers usage
pattern
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CRM at ICICI bank
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- ICICI BANK
TAGLINE
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