customer relation mgmt

8/4/2019 Customer Relation Mgmt

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CUSTOMER RELATIONSHIPCUSTOMER RELATIONSHIP

MANAGEMENTMANAGEMENT


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ENTERPRISE WIDE INFORMATION SYSTEMS 2

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CRM applications Growth of CRM applications CRM as an enabler of customer centric strategy

Topics to be coveredTopics to be covered


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CRM is the development and maintenance ofmutually beneficial long-term relationships withstrategically significant customers

CRM is an IT enhanced value process, which

identifies, develops, integrates and focuses thevarious competencies of the firm to the voice of thecustomer in order to deliver long-term superiorcustomer value, at a profit to well identified existing

and potential customers.

What is CRM???What is CRM???


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Becoming a common and important concept in manyindustries

Beyond mere Contact Management Most industries have CRM software to help sales

process, on-going service, and even accounting The Plan: Every successful endeavor requires

proper planning. Successful CRM rarely happens by chance. Many organizations jump toimplementation w/o proper planning.

The Practice: Systematic implementation of your

plans. Should produce measurable results. Shouldbe evaluated and refined over time.


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CRM is a business philosophy based on upon individual

customers and customised products and services supported by open lines of communication and feedback from the participating firms that mutually benefit both buying andselling organisations.

The buying and selling firms enter into a learningrelationship, with the customer being willing tocollaborate with the seller and grow as a loyal customer. Inreturn,, the seller works to maximize the value of therelationship for the customers benefit.

In short, CRM provides selling organisations with the platform to obtain a competitive advantage by embracingcustomer needs and building value-driven long-termrelationships.

Understanding CRMUnderstanding CRM


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Trust: The willingness to rely on the ability, integrity,

and motivation of one company to serve the needs ofthe other company as agreed upon implicitly andexplicitly.

Value : The ability of a selling organisation to satisfy

the needs of the customer at a comparatively lowercost or higher benefit than that offered bycompetitors and measured in monetary, temporal,functional and psychological terms.

Determinants of CRMDeterminants of CRM



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Understand customer needs and problems;

Meet their commitments; Provide superior after sales support; Make sure that the customer is always told the truth

(must be honest); and

Have a passionate interest in establishing and retaininga long- term relationship (e.g., have long-termperspective).



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Gain more control in interaction with customers Manage expectations better Understand what customers really want Provide products that better serve customers Increase trust Competitive advantage

Value of CRMValue of CRM



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Concept started with database marketing in the 1980s. Database marketing focused on important clients and

to keep the communication lines open with them andcater to their needs as and when required.

The database information was restricted to what theybuy regularly, what they spend and what they do.

In the 1990s CRM evolved as a tool that enabledmarketers enhance customer service and offer gifts

and incentives to loyal customers.

Evolution of CRMEvolution of CRM



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This was in the following form:

1. Frequent flyer programs2. Bonus points on credit cards

3. Customer activity and spending patterns. By early 2000s software companies released advanced

solutions that were customizable. Customer needsand behavior could be studied on a continuousbasis.

The Internet gave a huge benefit to the development of

these vast databases by enabling offsiteinformation storage.



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Today CRM is utilized by most companies that depend

heavily on two features:1. Customer service

2. Technology The 3 sectors of business that rely heavily on CRM:

1. Financial services2. Telecommunications

3. High technology corporations



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CRM involves three customer centric functions.

1. Attracting new customers Continuously offering the latest innovative products

This has to be coupled with good customer service Pleasing of customers by solving queries timely

CRM as an enabler of customerCRM as an enabler of customercentric strategycentric strategy



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2. Generating more business from existing customers

Enhancements can be done by cross selling Cross selling is suggesting to the customers that they

can buy certain products that are complementary tothe purchases already done by them.

Similarly enhancements can be done by up selling Up selling is to suggest a better quality product over

what the customer had purchased earlier. Companies have realized that call center applications

with CRM capabilities are a must.



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3. Retaining profitable customers 80% of organizations business is derived from the top

20% customers Hence priority must be given to such customers This requires a thorough understanding of the

customers. Customer retention is a difficult task in times of

competitions. Hence this requires lot of thinkingprocess.



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Enhancing customer satisfactionEnhancing customer satisfaction



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N a t i o n a l W e a t h e ra t i o n a l W e a t h e rS e r v i c ee r v i c eCustomer Relationship Management (CRM) System

Web-based System designed to

Capture & Track Customer Requests Manage Tasks & Workflow Assess Customer Satisfaction Provide Timely FAQ Responses & Email

Acknowledgements Report Performance



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The late 1990s saw a decline in the ERP market due tothe following reasons:

1. Average time taken for ERP implementation was toohigh

2. Internet paved the way for e commerce with a rise incustomers expectations.

3. ERP as a lone system did not bring changes that tookplace across the globe

4. Y2K concerns affected many application projects.

Integration of ERP and CRMIntegration of ERP and CRM


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Siebel systems a CRM vendor concentrated on

offering CRM products. It offered front office applications that faced the real

demands of customers. This gave the initiation to ERP vendors to think about

offering CRM solutions to organizations.


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Nature of ERP and CRM differed significantly. ERP was more on back office processing while CRM

was operating in a dynamic environment. Compatibility problems arose. To integrate solutions of different vendors

synchronized components with a centralizedarchitecture was provided.

For integrating CRM/ERP systems with the web, XMLwas the emerging language. XML enabled transferof data across different systems when connectedthrough the Internet.

Obstacles to integrationObstacles to integration


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It avoids redundancies and delays It allows visibility across all departments of

organization. Improves over all performance of the organization This reduces cost of maintaining people to answer the

queries and improves customer satisfaction.

Benefits of integrationBenefits of integration


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CASE STUDY

CRM in ICICI Bank

Wh t i CRM???Wh t i CRM???


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CRM allows organizations to build customerrelationships, deliver consistent, world-classservice

Drives down total cost through greater productivity

Includes the entire gamut of activities, methods and

tools to ensure higher level of customersatisfaction Involves seamless coordination between sales,

customer service, field support and other functions

that touch the customer CRM is an integration of people, process and

technology

What is CRM???What is CRM???


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Customer has an account at Noida branch in Delhi He withdraws Rs. 5000 cash from an ICICI Bank

ATM He finds a debit of Rs. 10000 made from his account

for the same transaction He lodges a complaint at the nearest branch He travels to Mumbai, where he would like to know

the status of the complaint

What is CRM (Banking)What is CRM (Banking)


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This is where CRM comes into the picture Even though the complaint was lodged at Delhi,

details of the same would be available across alltouch points due to CRM In the absence of CRM, only the branch at Delhi will

have information about the status of the complaint

With CRM, the status of a complaint/query would beavailable to all channels at a given point of time


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It is a lot cheaper to retain a customer than to acquire anew customer

The cost of acquiring a new customer is 5 times morethan that of retaining one

Once you have a customer you should do everythingto retain him/her

Develop your business with them Successful relationships generate trust Equal importance on both Customer Satisfaction and

Customer Retention

BENEFITS OF CRMBENEFITS OF CRM


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CRM implementation can be done through a widerange of products e.g. Clarify, Oracle 11i, Siebel etc

Of the total market share for CRM Products, Siebelaccounts for nearly 70%

It meets the most rigorous sales, marketing and,customer service information requirementsSiebel Enterprise Applications enables

Sales Marketing

Customer service support

Tool for CRM Implementation -Tool for CRM Implementation -SiebelSiebel


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Call Center is one of the very first users of Siebel inICICI Bank. The System went live in the Call Center

from December, 2001

Call Center is using Siebel for the following products : Retail Banking

Home Loans Auto Loans

I-direct/Web trade

Demat

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Operations used to receive emails from call center,branches , customers.

There was no effective way of tracking customercomplaints or offering resolutions.

Everyone was confused as to which department or towhom a query was to be sent.

This resulted in the query turning into complaint. Also it increased the customer ire for delayed,

incomplete or wrong response

Before SIEBEL @ OPSBefore SIEBEL @ OPS

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Problem in Old system Majority of the complaints relate to operational units.

We need to have an efficient work mechanism forrouting and receiving messages

To have a control on TAT for pending numbers With a view to improve processes To study the reasons for complaints Who is responsible for the complaint

WHY OPERATIONS USED SIEBEL?WHY OPERATIONS USED SIEBEL?

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All branches to extensively use Siebel for Customerrequests

Give the SR No. on the spot to customers Migrate the customers to Phone banking to know the

status of the SR Going live with Opportunities in Siebel so that leads

can be put in by front office staff

THE ROAD AHEADTHE ROAD AHEAD

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THE END

customer relation mgmt

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