Strategic Repositioning Through CRM Group #5

Traditional customer service Vs CRMTraditional CRM

Customer acquisition focused Customer retention & loyalty focused

Primary channels of communications are Face to Face meeting and Phone call

Traditional channels and Online channels with the advent of technology (email, chat etc.)

Primary assets are people or company agent

Primary assets are people, customer data, knowledge content

Every customer is important and hence transactional mind-set

Profitable customer is more important and hence relational marketing mind-set

Customer data was stored as a general historical data

Customer data was personalised and used for cross-selling & up-selling

Integration of its back-end & front-end processes to enable a customer-oriented CRM

process based on its business strengths?•Front end • System to deal with customer touch points • Internet • Multimedia • Television and other sources

•Back End • Application integration for incoming e-mail / telephone

•Strengths • Strong Brand • Existing customer data

Integration of CRM through

• Knowledge Management System Data Warehousing and Data mining should be used to create KMSIdentification of data gaps and ensuring data quality Integration with third party data providers KMS should ensure right knowledge is available in the right form

to the right entities at the right time at right cost

• Business Intelligence Tools Develop algorithms for customer profiling and churn analysis It will ultimately measure customer loyalty and attrition

Can system Integration cannot smooth without people involvement?

• Train entire staff for uniformity across organization

• If possible, interaction in the firm should be done using CRM technology as a pilot project for more clarity

• Front end staff should be encouraged to think more strategically to come out with customer insights

• Back end staff should validate the claims of FE staff by BI/KM tools.

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