C R M in Service Industry

Jerry Jose

What is CRM ?

• It is a process.• Develop, maintain, establish.• It is a module of the ERP.• It is also a software.

Past Present and Future ….

• Past– 1960 Mass marketing (black n white

time)– 1970 Segmentation. – 1980 Niche marketing (elite class).– 1990 Relationship marketing (call

center).

Present

Satisfaction Based (Customer needs, Complaints)

Performance Based (Customer perception, retention)

Commitment Based (Improvement, feedback)

Future…

• Customer will play a significant role in managing relationship.

• Be interactive• Recognize customer individuality.• Develop end to end customer process.

Benefits of CRM

• Provide Better Customer Service • Increase Customer Revenues • Discover New Customers • Help Sales Staff Close Deals Faster • Simplify Marketing And Sales Processes

CRM in Service Industry

World wide SERVICE firms had been the pioneers in adapting the practice of customer relationship

management practices.

Some of the service industry were CRM is running successfully

• Hospitality• IT• Telecom• Financial services

CRM Services….

• Providing service• Call centers.• Customer grievance cell• Feedback• Max. no. of customer base.

Advantages of CRM

• Increased economy.• Increased competition.• Growth.• Choices.• Brain Storming.