CUSTOMER RELATIONSHIP MANAGEMENT Success to business.
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Transcript of CUSTOMER RELATIONSHIP MANAGEMENT Success to business.
CUSTOMER RELATIONSHIP MANAGEMENT
Success to businessSuccess to business
WHAT IS CRM
• It is a “comprehensive approach which provides integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”
• It is a “comprehensive approach which provides integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”
The purpose of CRM
• “The focus of CRM is on creating value for the customer and the company over the longer term”
• When customers value the customer service that they receive from suppliers, they are less likely to look to alternative suppliers for their needs.
• CRM enables organisations to gain ‘competitive advantage’ over competitors that supply similar products or services
• “The focus of CRM is on creating value for the customer and the company over the longer term”
• When customers value the customer service that they receive from suppliers, they are less likely to look to alternative suppliers for their needs.
• CRM enables organisations to gain ‘competitive advantage’ over competitors that supply similar products or services
RECOGNITION OF CRM
long-term relationships with customers are one of the most important assets of an organisation gives
GROWTH
long-term relationships with customers are one of the most important assets of an organisation gives
GROWTH
BEST PRACTICESBEST PRACTICESCRM
BEST PRACTICESCRMCRM
BEST PRACTICES
What does CRM involve?
CRM involves the following:
• Organisations must become customer focused• Organisations must be prepared to adapt so that it
take customer needs into account and delivers them• Market research must be undertaken to assess
customer needs and satisfaction
CRM involves the following:
• Organisations must become customer focused• Organisations must be prepared to adapt so that it
take customer needs into account and delivers them• Market research must be undertaken to assess
customer needs and satisfaction
Benefits of CRM
reduced costs, because the right things are being done (eg - effective and efficient operation)
• increased customer satisfaction, because they are getting exactly what they want (eg - meeting and exceeding expectations)
• ensuring that the focus of the organisation is external • growth in numbers of customers • maximisation of opportunities (eg - increased services,
referrals, etc.) • increased access to a source of market and competitor
information • highlighting poor operational processes • long term profitability and sustainability
reduced costs, because the right things are being done (eg - effective and efficient operation)
• increased customer satisfaction, because they are getting exactly what they want (eg - meeting and exceeding expectations)
• ensuring that the focus of the organisation is external • growth in numbers of customers • maximisation of opportunities (eg - increased services,
referrals, etc.) • increased access to a source of market and competitor
information • highlighting poor operational processes • long term profitability and sustainability
Implementing CRM
• When introducing or developing CRM, a strategic review of the organisation’s current position should be undertaken
• Organisations need to address four issues:1. What is our core business and how will it evolve in the
future?2. What form of CRM is appropriate for our business now and
in the future?3. What IT infrastructure do we have and what do we need to
support the future organisation needs?4. What vendors and partners do we need to choose?
• When introducing or developing CRM, a strategic review of the organisation’s current position should be undertaken
• Organisations need to address four issues:1. What is our core business and how will it evolve in the
future?2. What form of CRM is appropriate for our business now and
in the future?3. What IT infrastructure do we have and what do we need to
support the future organisation needs?4. What vendors and partners do we need to choose?
“Strategically significant customers”“Strategically significant customers”
• “Customer relationship management focuses on strategically significant markets. Not all customers are equally important” .
• Therefore, relationships should be built with customers that are likely to provide value for services
• Building relationships with customers that will provide little value could result in a loss of time, staff and financial resources
• “Customer relationship management focuses on strategically significant markets. Not all customers are equally important” .
• Therefore, relationships should be built with customers that are likely to provide value for services
• Building relationships with customers that will provide little value could result in a loss of time, staff and financial resources
ANNUAL-PREPARATION
UNDERSTANDING INDUSTRY & YOUR MKT SHARE
TARGET SETTING- SHOULD BE HIGH BUT ACHIEVABLE BUDGETS- AS PER DEPATMENT SOP – STANDARD OPERATIVE PROCEDURE SYSTEMS IMPLEMENTATION MAN-POWER QUALITY INCENTIVES INCREMENTPROFITS & RE-INVESTMENT FOR - GROWTH -HIGH CUSTOMER SATISFACTION
UNDERSTANDING INDUSTRY & YOUR MKT SHARE
TARGET SETTING- SHOULD BE HIGH BUT ACHIEVABLE BUDGETS- AS PER DEPATMENT SOP – STANDARD OPERATIVE PROCEDURE SYSTEMS IMPLEMENTATION MAN-POWER QUALITY INCENTIVES INCREMENTPROFITS & RE-INVESTMENT FOR - GROWTH -HIGH CUSTOMER SATISFACTION
TEAM-WORK
CRM
ENQUIRY MANAGEMENT SYSTEENQUIRY MANAGEMENT SYSTE
WALK-IN INQUIRIES TELEPHONIC INQUIRIES ACTIVITY- DEMO,SEMINARS,CONFERENCE LEAF-LET INSERTIONS ADVERTISEMENT- NEWSPAPER, RADIO,TV WEB-SITE REFERENCE BANNERS, HOARDINGS, MAILERS,SMS ETC
WALK-IN INQUIRIES TELEPHONIC INQUIRIES ACTIVITY- DEMO,SEMINARS,CONFERENCE LEAF-LET INSERTIONS ADVERTISEMENT- NEWSPAPER, RADIO,TV WEB-SITE REFERENCE BANNERS, HOARDINGS, MAILERS,SMS ETC
AREA-WISE INQUIRY REPORTAREA-WISE INQUIRY REPORTGONDHLE NAGAR 9 11 6 4 11 8 15 6 4 7 10 7 98
HADAPSAR GAON 73 75 72 50 76 59 90 34 41 45 NA 79 694LONI KALBHOR 12 17 16 10 15 8 28 11 11 3 23 11 165
MAGARPATTA 21 28 24 35 14 15 17 13 14 13 9 22 225
MANJARI 25 32 17 35 25 28 42 19 22 14 16 15 290
MUNDHWA 11 17 13 9 7 13 14 3 7 4 8 13 119
PHURSUNGI 40 44 61 52 52 59 76 30 35 36 39 41 565RAMTEKADI 8 10 10 3 6 7 13 4 10 8 2 6 87
SADESATRA NALI 3 6 4 14 15 7 14 6 1 1 7 3 81
MOHAMMAD WADI 6 7 10 8 4 5 6 6 4 7 3 7 73
SAYYED NAGAR 2 2 1 5 NA 3 NA NA 3 7 1 3 27
HANDE WADI 9 2 12 9 6 7 10 3 3 10 3 15 89KALE PADAL 7 13 6 14 11 16 17 9 11 5 4 19 132
SASANE NAGAR 15 13 8 16 5 13 11 10 7 15 9 15 137
THEUR 3 2 7 1 4 2 8 2 NA 6 5 5 45
URLIKANCHAN 5 4 11 9 9 6 14 7 7 3 2 4 81
WANWADI 8 11 7 11 4 3 11 NA 3 5 1 2 66KALYANI NAGAR 2 1 1 2 2 NA 4 1 NA 2 1 NA 16
CHANDANNAGAR 8 18 11 12 13 7 7 7 6 6 11 7 113
WADGAON SHERI 2 3 NA 2 4 6 8 3 2 3 4 5 42
KONDHWA 6 7 7 13 3 4 12 10 NA 3 3 NA 68
SALES-MAN WISE CONVERSIONSALES-MAN WISE CONVERSION
SALESMAN
SALESMAN WISE REPORT 2011
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTANIL
ENQ 97 79 124 23 22 47 69 64 81 145 59 56 866PAY 64 52 88 13 14 22 44 48 59 103 44 31 582
BILLED 60 48 58 22 15 26 37 43 36 97 47 27 516CONV 66% 27% 71% 57% 64% 47% 64% 75% 73% 71% 75% 55%
MAHESH
ENQ 172 179 220 157 208 183 165 176 172 240 120 113 2105PAY 95 121 135 89 144 105 124 147 112 188 87 64 1411
BILLED 104 97 103 90 115 97 105 113 89 178 83 55 1229CONV 55% 68% 61% 57% 69% 57% 75% 85% 65% 78% 73% 57%
NAZNEEN
ENQ 26 32 35 24 15 9 18 13 13 20 7 11 223PAY 14 24 22 19 15 9 16 11 10 17 5 8 170
BILLED 13 19 20 16 18 11 15 11 5 22 2 6 158CONV 54% 75% 63% 79% 100% 100% 89% 85% 79% 85% 71% 73%
PRODUCT-WISE CONVERSIONPRODUCT-WISE CONVERSION
PLATINA & DICOVER 2011
PLATINA 100 APRIL MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR TOT
ENQ 15 17 21 7 11 16 24 17 14 17 11 12 182
PAY 14 12 13 7 7 11 18 12 8 10 11 8 131
BILL 13 9 12 6 7 7 17 11 9 8 10 8 117
CON 93% 71% 62% 100% 64% 69% 75% 70% 57% 59% 100% 67% 8.87
DISCOVER 100
ENQ 89 84 85 87 99 95 138 56 55 43 53 83 967
PAY 47 56 53 67 84 67 101 48 32 24 29 55 663
BILL 54 50 52 58 69 49 107 46 30 20 25 37 597
CON 53% 67% 62% 77% 85% 70% 73% 86% 58% 56% 55% 66% 8.08
DISCOVER 125
ENQ NA 43 48 53 38 37 66 30 32 24 38 40 449
PAY NA 31 32 52 36 31 53 23 21 18 27 30 354
BILL 1 31 28 40 37 19 53 20 18 16 26 28 317
CON NA 72% 67% 98% 95% 84% 80% 77% 66% 75% 71% 75% 8.6
DISCOVER 150
ENQ 29 31 21 6 14 9 20 8 4 9 1 7 159
PAY 20 19 14 5 12 9 16 8 1 6 1 6 117
BILL 16 11 12 10 11 4 11 6 1 5 1 4 92
CON 69% 61% 67% 83% 86% 100% 80% 100% NA 67% 100% 86% 8.99
DATA PROCESSINGDATA PROCESSING FOLLOW-UP SYSTEM
POSITIVE CLOSE NEGATIVE CLOSE
BRINGS MORE CUSTOMERS FIND REASON
• TOUCH- FOR NEW SCHEME THROUGH SMS TO ALL• AFTER-SALE SERVICE SCHEDULE• B’DAYS, REMINDERS, OTHER OCCASIONS
FOLLOW-UP SYSTEM
POSITIVE CLOSE NEGATIVE CLOSE
BRINGS MORE CUSTOMERS FIND REASON
• TOUCH- FOR NEW SCHEME THROUGH SMS TO ALL• AFTER-SALE SERVICE SCHEDULE• B’DAYS, REMINDERS, OTHER OCCASIONS
CUSTOMER SATISFACTION INDEXCUSTOMER SATISFACTION INDEX
• RECEPTION• PRODUCT KNOWLEDGE• SALES EXECUTIVE• FINANCE• EXCHANGE• TEST-RIDE• SELECTION• DELIVERY• POST SERVICE FOLLOW-UP
• RECEPTION• PRODUCT KNOWLEDGE• SALES EXECUTIVE• FINANCE• EXCHANGE• TEST-RIDE• SELECTION• DELIVERY• POST SERVICE FOLLOW-UP
POST SERVICE FOLLOW-UP
LOYALTYLOYALTY
THANK YOU THANK YOU
THINK BIG THINK BIG