Vous êtes sur la page 1sur 14

Every business unit emphasizes on spurting a long term relationship with customers to nurture its stability in todays blooming

market. Customers expectations are now not only limited to get best products and services, they also need a face-to-face business in which they want to receive exactly what they demand and in a quick time. Customer Relationship Management is an upright concept or strategy to solidify relations with customers and at the same time reducing cost and enhancing productivity and profitability in business . An ideal CRM system is a centralized collection all data sources under an organization and provides an atomistic real time vision of customer information. A CRM system is vast and significant, but it be can implemented for small business, as well as large enterprises also as the main goal is to assist the customers efficiently. Usually an organization consists of various departments which predominantly have access to customers information either directly or indirectly. A CRM system piles up this information centrally, examines it and then makes it addressable within all the departments. Lets take an example of an international call center which uses a CRM tool called xyz and is integrated with a phone and a computer system or laptop. Now this system automatically perceives which customer is calling. Before the executive attends the phone the CRM system brings forth the customer details on the computer or laptop screen and also indicates what the opportunity of deals is with that particular customer, what the customer had already purchased or ordered in past and what is the probability of buying in future. Not only this, it can also highlight what all products best suit this customer. For finance department it may show the information regarding the current balance and for accounting department it may pop out the information regarding the recent purchases by the customer. All these pieces of data are stored in the CRM database and are available as and when it is needed. According to this example, CRM system provides a well defined platform for all business units to interact with their clients and fulfill all their needs and demands very effectively and to build longterm relationship. Wangling this kind of relationship with customers is not easy to manage and it depends on how the systematically and flexibly a CRM system is implemented or integrated. But once its accomplished it serves the best way in dealing with customers. In turn customers feels gratitude of self-satisfaction and loyalty which results in better bonding with supplier and hence increasing the business. A CRM system is not only used to deal with the existing customers but is also useful in acquiring new customers. The process first starts with identifying a customer and maintaining all the corresponding details into the CRM system which is also called an Opportunity of Business. The Sales and Field representatives then try getting business out of these customers by sophistically following up with them and converting them into a winning deal. Customer Relationship Management strategies have given a new outlook to all the suppliers and customers to keep the business going under an estimable relationship by fulfilling mutual needs of buying and selling.

Operational CRM Submitted by gc on Mon, 02/18/2013 - 21:55 The operational application of CRM enables effective interaction with customers. For this purpose various tools are used. These contact management tools aim to reduce costs by improved process efficiency and use of media based communication channels. These are also aimed to provide customers with a consistent interface across all communication channels. To achieve this relevant customer data is collected and also displayed at all customer touch points. This is the customer master data. Another set of data where employees' contact with customers is also logged. This has information like topics discussed, customer requirements, soft customer data like hobbies, preferences, interests, details about children and other minor stuffs.

Banks are an exemplary implementation of CRM as customer contact management. Channel management tools aim to understand how customer interacts with the company. It aims to deliver products and services across multiple channels in effective, efficient, and consistent manner. Content management toolsenable the company to manage what is visible to the customers i.e. what the customers are able to see when they interact with the company. The various processes undertaken are: campaign management, sales management, service management, and complaint management.

Analytical CRM Submitted by gc on Mon, 02/18/2013 - 21:55 The data collected in operational management is analyzed to segment customers. The valuable information thus obtained is used to satisfy customers. Analytical CRM is composed of: 1. 2. 3. 4. 5. Pattern discovery component Product and customer analysis component Multitude component Sorting and customer fractionation component Customer value evaluation component

Analytical solutions provided for most companies are integrated view of customer across all channels and applications, campaign performance analysis, customer profitability analysis, cross-selling and up selling. The analytical solutions help answer questions like: 1. 2. 3. 4. 5. Who are their best customers? Whom they are likely to loose? How to retain them? How to attract new customers? How to improve profitability of customers?

Examples are data warehousing, online analytical processing (OLAP), and data mining systems. Note : Concept of customer segmentation : the value of customer is judged based on RFM analysis i.e. focusing on Recency, Frequency, and Monetary value from customer purchasing data in retail business. Accordingly the customers are divided into various levels. The four main segments of customers are: At the top is the VIP customer whose expenditure is most and form 1% of all customers in a certain period.

Then the main customer forming 5%. Next the ordinary customer forming 20%. And at the bottom is the scattered customer an overwhelming 80%.

Collaborative CRM Submitted by gc on Mon, 02/18/2013 - 21:56 The various departments of company like the sales, technical support, and marketing, share the information they collect about customers. The objective is to improve the quality of customer service and increase customer loyalty. It allows the company to synchronize and manage efficient, productive interaction with customers, prospects, partners, and internal associates across all communication channels. The customers' viewpoint is taken care of at every transaction level thus enabling better service to the customer. Collaborative CRM also reduces web service costs by enabling web collaboration.

CRM Objectives Submitted by gc on Mon, 02/18/2013 - 21:54 Objectives of CRM CRM, the technology, along with human resources of the company, enables the company to analyze the behavior of customers and their value. The main areas of focus are as the name suggests: customer ,relationship , and the management of relationship and the main objectives to implement CRM in the business strategy are: To simplify marketing and sales process To make call centers more efficient To provide better customer service To discover new customers and increase customer revenue To cross sell products more effectively

The CRM processes should fully support the basic steps of customer life cycle . The basic steps are: Attracting present and new customers Acquiring new customers Serving the customers Finally, retaining the customers

Selection of the Right CRM Technology

The point here is one size doesn't fit all . There is no single CRM software or formula which will give instant success to all companies. For small or medium enterprises, the requirement is different from that of big firms. Most CRM packages provide excellent sales force automation, but not equally good integration with computer telephony, or with web. These are adequate for small and medium firms but not for large firms. A mix of different software to link the databases, data warehousing software, contact management software, and a CRM package will go a long way in helping to upgrade the small companies. Other internet enabled applications available are enterprise resource planning packages, e-commerce applications, relationship management packages, enterprise portal applications etc. One can adopt the best practices to slash costs, introduce efficiencies into supply chain and internal operations. Today t he global market for CRM services and solutions is currently worth $148 billion. This proves to show the numerous choices available in this field. Benefits The following are the benefits of adopting CRM processes: Develop better communication channels Collect customer related data Create detailed profiles of individual customers Increased customer satisfaction Access to customer account history, order information, and customer information at all touch points Identify new selling opportunities Increased market share and profit margin Increased revenues More effective reach and marketing Improved customer service and support Improved response time to customer requests for information Enhanced customer loyalty Improved ability to meet customer requirements Improved quality communication and networking Reduced costs of buying and using product and services Better stand against global competition

Implementation Submitted by gc on Mon, 02/18/2013 - 21:56 To implement CRM, following factors need to be given due consideration: - Easy interaction between customers and company, enhancing quick response to customers' request and suggestions - Easy access to information about company like content of customization, advantages of the company, benefits doled out to the customers. This establishes profitable relationships with the customers based on mutual trust and respect - Abundant supply of customer information which have been accumulated and integrated from different channels - Grow with customers i.e. customers' information should be updated along with the passage of time - Have cordial relationship with other companies targeting the same customer segment. Thus giving relevant solution to customers' need and increasing acknowledgement to customers - Customers' information must be segmented to provide support for customization based on personalized information i.e. tailoring the company's product and services accordingly Improvement in customer relationships increases customer loyalty, decreases customer turnover, increases sales revenue, and decreases marketing costs, thus increasing profit margins. Company types that must adopt CRM Companies that do not have repeat business from customers will not gain much from CRM. And also that have walk-in customers not providing multiple sales and service channels will not benefit much from CRM. Again if maintaining long term relationship with customer is not a priority for the company, it will be wise not to invest in CRM. Then who benefits? The more the channels to access customers and more the number of touch points with customers, greater is the need for CRM installation. Companies in banking finance insurance airlines and hotels telecommunications and health care benefit from installing CRM software.

Customer Lifecycle Management (CLM) Customer life cycle management is the future of Product life cycle management. It is a unification of Sales and after Sales Business Management in holistic view. The sales business has been the focus across the industries leaving the after sales business to compete with independent service providers, losing the potential revenue and the opportunity to build the foundation of customer knowledge. Figure: Customer Life Cycle Today when the margins from the direct sales are in extreme pressure and reducing each year, the revenue should not be considered per sale only, but in a whole life cycle of the product usage. Novoally Software from the extensive study of business process, potential/opportunities in after sales markets, have derived the possible approach companies looking into after sales business should consider how IT can be used effectively to achieve the objective of the Customer Life cycle Management. Below is a brief overview on essentials. The advantages of CRM are so many that they cannot be listed in just one article. Ill try my best though to highlight the best of the lot. A properly planned and designed CRM system can give an organization a clear cut advantage over an organization that doesnt use it. Personalized and better relationships with customers are the key to the success of an organization and thats exactly what a CRM system will give you. The difference between an organization with a CRM system and without one can be clearly seen in the business decisions and the ROI.

A single customer CRM shows us that every customer is unique and needs to be approached with marketing plan that is based on his/her buying habits. The customer cannot be treated as part of a group. Also you need to ensure that you never lose a sale owing to a delay that might be caused by any of your departments. CRM Software will enable this as all the departments in your organization will work in sync with each other. You will have a complete 360 degree view of each and every customer. This in turn will increase the opportunity for sales and efficiency of customer service. Increased customer satisfaction and retention is also a feature of a CRM system. Clear advantages It projects an extremely customer centric face of the company to the customer. At the same time, back end operations are equally efficient. It will be much easier for you to predict customer behavior with techniques like collaborative filtering, predictive modeling etc. Historical data will be blended with predictive science to make highly precise decisions that can be accurate to a great extent. Listen to the needs of the customer and act accordingly to maximize the efficiency of your business.

What is eCRM?

onsider the following progression for a moment, and let's see where eCRM can lead: 1. 2. 3. 4. 5. eCRM provides Access Access creates Information Information enables Measurement Measurement is an imperative for Process Improvement Process Improvement leads to Growth in Revenues & Profit

undergoing evolution towards the Web for some years but only relatively recently have we seen the term eCRM.

Therefore, eCRM, well implemented, leads to Growth in Revenues & Profits, a bold assertion? This paper offers a definition of eCRM and explains why this progression is a valid.

So what is eCRM? Is it old CRM with some Internet access bolted on? Or is it more fundamental than that? To properly understand eCRM it is useful to look at the evolution of CRM and to review its original objectives.

As can be seen in Figure 1, CRM evolved out of the SFA (Sales Force Automation) systems from the early 90s. Prior to this, companies were not

Everywhere you look these days you see everybody.com and eeverything. CRM (Customer Relationship Management) has been

CRM Evolution
Cost Reduction Strategy Growth Strategy






Business Led

IT Led

Marketing Led




treating Sales & Marketing as priorities for IT investment. Areas such as Accounting, Office Automation and ERP were the moneyspinners and it was difficult to find a seriously funded project for Sales & Marketing system. Today it is very different, CRM is considered as very important in most organisations and for many it has become a major element of their ongoing IT investment.

sales automation, marketing databases, customer service systems into an integrated system serving all front office/customer facing functions across the enterprise (see Figure 2). Figure 3 - Enterprise CRM

Of course, investment in any IT system has to ultimately contribute to increasing profitability. There is a close correlation between growth in revenues & profits and the benefits gained from well-implemented CRM, these benefits are: Retaining existing customers Selling more to existing customers Finding and winning new customers Figure 1 - CRM Evolution

Supporting the Front Office Many organisations today see CRM as the accepted tool to support these disciplines. Just as an organisation would not consider running their finances without an accounting system, many now would not consider running sales marketing and customer service without a CRM system.

CRM is now well understood as todays technology solution to improving these 3 areas of business by: Increasing efficiency Improving marketing and sales decision making Enabling process measurement leading to process improvement

For example in marketing, CRM enables you to know your customers better, understand their value (LTV) and use the information to make better marketing, sales and service decisions. Trying to make marketing decisions today without a system is a bit like navigating at sea using the stars. Internal to the organisation managers can monitor activity, measure performance and improve processes to reduce waste and increase effectiveness. Todays enterprise CRM system will look similar to Figure 3.

Figure 2 - Integrated Database Over the past 10 or so years CRM has evolved out of ostensibly separate

Prospects and customers will communicate with the enterprise via a mix of channels, which may vary depending upon where they are in the buying cycle. For example, when responding to direct marketing, contact may be by bingo-card or telephone. When making a purchase decision it may be field sales or a telephone-ordering centre. Post-sales contact may be via a support helpdesk. All front-office functions (customer touch points) will share a central CRM database. Integration between the CRM database and the so-called back-office systems e.g. accounts, manufacturing, distribution, ERP etc may be real time or batch interface depending upon need.

Conventional CRM What is being described here is what we will call conventional CRM. In conventional CRM the prospect or customer contact will be with a member of your internal staff. Staff will access a central relational (SQL) database sitting on a LAN using specially configured CRM applications on PCs running Windows. Users may be office based, or field based. Field people may have laptops typically using dial-up or email remote database synchronisation. There is however a major limitation in the conventional system one of limited access. Lets look at this issue specifically.

The benefits of multiple contact channels are obvious customers

When embarking on any project there are always budget constraints. As with any investment, CRM systems should be deployed to meet priority items first. For example, a typical roll out may be managed in phases. Phase 1 may include most of the sales team plus a bit of marketing; phase 2 may bring on board the rest of marketing and customer service; phase 3 may include remote field sales users who were not part of phase 1, plus an interface to accounts; phase 4. I'm sure you get the picture.

have choice - they will use whichever contact channel in most convenient to them. The information captured during all customer contact and transactions is held on a database in a structure and easily accessible way. Whats more, it can be made available to anyone in the organisation. Core data need only be keyed in once front office and back office systems share the same core records, although each will have additional information specific to their processes.

Key issues dictate the rollout A number of issues of course will dictate the rate of a rollout and who is or is not included. For example, a key issue is change-management, i.e. not wanting to do too much, to too many, too quickly.

Another common issue of course is cost. How are we going to afford the new kit and the licences for all these

extra users, particularly those who dont need to use it everyday, the occasional users - it would be nice to have them included.

partners and customers course, Internet access market at large.

and of for the

What about our business partners? We would like to include our external telemarketing company it would be great if we could send them list to call and have them enter results and set follow-up actions for our sales team, using the same CRM system.

What about the reseller channel; the dealers why cant they use the same system? We could really keep track of all those leads we send them and get feedback without the continual chasing.

As well as this wider accessibility, eCRM enables new marketing opportunities. Web marketing, Web self service, automated response to email requests, remote data warehouse access, integrated marketing channels, etc lets look at some of the advantages For example, the Web offers an additional marketing channel. For marketers the Web is quite different to other channels in an important way everything can be captured and tracked, because by definition every request, response, contact, transaction is carried out on the system potentially nothing is lost.

Lets not forget our customers we could give them partial access to the CRM system they could look up product details, request information, log support calls, check delivery progress etc. This would be more convenient for them and lower cost for us.

After all, the idea of tracking every contact and transaction with prospects and customers was the original idea behind Database Marketing - the pre-cursor to, and philosophy behind CRM. Unfortunately due to limited access by the wider population this level of contract tracking could never be achieved until now Enter eCRM.

Another important difference is that Web marketing can be focused more on the needs of the buyer. You can build a Web environment based on the way the customers prefer to do business indeed if you dont they will pass you by! A further example is the ability to offer self-service. Prospects and customers can access product details, prices, delivery, they can place an order; they can book onto a seminar or training course. They can request information, access a bulletin board, log a support call, access a self-support database, and check progress of an action previously logged.

What eCRMs all about Put simply, eCRM means CRMdatabase access via the Web. It means Intranet access for internal users, extranet access for business

Plan to do eCRM right The Web is offering the customer an additional way of contacting the enterprise and doing business. Customers will choose which contact channel is most effective for them eCRM means greater efficiency, you

dont waste their time and they dont waste yours. But, and its a big but, the system is capturing far more information about the customer than ever before. Do it right and you can become the easiest company to do business with which brings us back to the original objectives of CRM customer acquisition, customer retention, customer development.

From a marketing-measurement point of view, all this is very exciting indeed. Consider some of the leading Database Marketing literature of the late 1980s (e.g. Rapp and Collins; Shaw and Stone; Moriarty and Schwartz). Their premise was that marketing Campaign Management was all about capturing every point of dialogue with the market, prospects and customers to enable accurate measurement of marketing effectiveness and to use this to plan future campaigns and events, continuously improving their effectiveness doing more of what worked and avoiding what didnt.

Multiple choices are offered to the respondent e.g. request information; book onto an event; self qualify; contact a salesman; purchase product etc all is captured and tracked by the database. More than that we can respond from the system and automatically acknowledge the response, we can fulfil very rapidly most probably directly from the system.

We can route the enquiry to where ever and who ever is best to deal with it based on self qualification data captured at each subsequent stage down the process each player in enterprise will have access to the complete picture so far. We have captured everything; therefore we can measure the process. eCRM is limited only by the creativity of the marketer.

This vision has never really been realised because much of the information in more traditional direct marketing campaigns is lost along the process.

Studying a campaign for guidance Contrast the following extract from a Web campaign with a traditional direct mail event.

Do we move to eCRM now? You may be asking yourself at this point Should I be replacing my current conventional CRM system with eCRM? or if you are considering CRM for the first time, you may be thinking, Should I not bother with CRM but jump straight to eCRM? Wait! Lets look at the pros and cons of both before answering these questions. Putting the access issue to one side for a moment, conventional CRM systems offer very powerful capability particularly to your intensive users. These people, who are largely office-based, will need the power of Windows and direct database access on the LAN Browser access would not be the environment of choice for these users. As an existing CRM user, your

First, we advertise our Web site through focused media and direct mail. Every web-hit is captured and is attributed to the advertising event.

company will have invested in a client server infrastructure there is no business reason to re-equip and re-train these people.

If you are a first time CRM purchaser you need to tread carefully when considering the so-called new Webarchitected products these are in their infancy and many of the new entrant companies have little core competence in CRM.

Look for pedigree Leading CRM solutions such as CRMsoft from Chapelfield Systems offer both Client-Server CRM and Web-CRM integrated in a single system. CRMsoft system has evolved from over 12 years of CRM pedigree. The system is steeped in sales, marketing and customer service functionality. Indeed, over 1000 standard business processes are available and this library expands continuously.

You may be shown an attractive front-end but whats behind it? Is there a welldeveloped CRM database structure? Is the entire CRM process functionality integrated end to end? What if you want to change datastructure, screens, navigation and user-processes to match your business? With most of these Webarchitected products you probably wont be able to without getting into serious customisation!

The system offers one of the most powerful CRM functionality sets on

the market today as well as ultimate configurability the system is so open, an authorised-user can change the data structure, screens and processes without touching the source-code.

Which approach to adopt? A total Web solution may not be the best solution for many organisations, the optimum solution is likely to be a mix of conventional and Web capability - the best of both worlds. The most effective approach to Customer Management relies on more than one technology.

This is all very well for a conventional CRM system, but what about eCRM? Figure 4 - CRMsoft Architecture

Chapelfield Systems has developed a Web-publisher, which can deploy all existing client-server configurations to run in Web pages accessible by any Web Browser. There is no special Web development needed; this

means the use of common processes between all user communities whether they are Windows ClientServer users or Web-browser users. Security and access-rights for different user communities is controlled by a sophisticated rightsmanagement system. CSL calls the approach configure once deploy anywhere.

Figure 4 describes the integrated CRMsoft client-server and eCRM architecture. Conclusion In conclusion, eCRM takes conventional CRM to new heights. Combining the technologies of conventional and Web CRM opens Customer Relationship Management to all participants in the process, inside and outside the enterprise. Users can access the CRM system via PCs or Laptops using Windows or via the Web using a Browser.

As we move towards WAP (Wireless Application Protocol) devices, costeffective access will increase still further. eCRM takes us one step further towards harnessing the true database marketing philosophy.

Work More Efficiently: Enhance sales effectiveness with secure data access, capabilities that let sales staff maintain only the data they need on their mobile devices. Deploy mCRM Anywhere: The deep forms customizations available with Mobile CRM now can be used wherever your mobile users need them most. CRMITs Mobile CRM allows you to view, edit, and add contact and account details, take notes, schedule meetings, complete activities, update opportunities, and review service request information, all from a handheld device. You can easily access key customer information using quick lookups or filtered searches. CRMITs Mobile CRM enables account, contact, opportunity, and service request from handheld devices so employees always have access to the most up to date customer information, whether in the office or on the road. WORKS WITH ANY WEB-ENABLED PHONE OR DEVICE mCRM provides users the ability to view, create and modify CRM data on any Internetcapable device. It can be used with any mobile Web browser, including Small class and Smartphones, Palm-powered handheld devices and RIM Blackberry devices. SPEED: Experience agility. Because mCRM is a web application, users experience enhanced capabilities and quick response times, even with low internet speeds FULL SALES, MARKETING, AND CUSTOMERSERVICE FUNCTIONALITY mCRM is an easy-to-use extension of CRM. This web-client application, capable of supporting multiple languages, benefits users by allowing them to capture, track and store critical aspects of their sales, marketing and customer service activities while away from the office. Standard and custom entities are supported, including Account, Case, Campaign, Leads and Opportunity Being on the road doesn't have to mean being out of touch. mCRM mobilizes your CRM. That way, mobile professionals are always connected to their critical information including contacts, accounts, tasks, leads, opportunities, cases and other CRM information. And since users can update information immediately after completing a task, phone call, or email, management can stay on top of important customer developments as they happen. Available When and Where You Need it: Get the data you need when you need it. mCRM makes the most of the convenience and portability of mobile devices to provide a tool you and your sales force will be eager to use.