CRM: Facing the Sell Side

SESSION 7

Customer Relationship Management

CRM automates business processes related to
marketing sales and customer service and
technical support

Build Brand
Loyalty Growth

Involves redesigning of business processes to

find, attract , win new customers

Personalized
Marketing, Sales force
Automation,
Personalized
Customer Service
Process Efficiency,
Holistic View of
Customer
Relationship Value

CRM can bring together information from all

data sources within the organization and give a
holistic view of customer in real time

Capture Data for

analysis, Cost
Control, Track
preferences

Evolution of CRM Programs

The major application clusters in CRM

Sales : Provides Sales representatives with the software tools and
company data sources they need to support and manage their sales
activities and maximize their up-selling and cross-selling.
Marketing And Fulfilment : Helps accomplish direct marketing
campaigns by automating such tasks as qualifying leads for targeted
marketing and scheduling and tracking direct marketing mailings.
Customer Service and Support : Provides service reps with software
tools and real-time access to common customer database shared by
sales and marketing professionals

Fax
Customer

Trends in CRM
Types of CRM

Business Value

Operational CRM

Supports greater customer interaction with greater convenience through a variety of channels,
including phone, fax, e-mail, chat and mobile devices
Synchronizes customer interactions consistently across all channels
Makes your company easier to do business with

Analytical CRM

Extracts in-depth customer history, preferences, and profitability information from your data
warehouse and other databases
Allows you to analyze, predict and derive customer value and behavior and forecast demand
Lets you approach your customers with relevant information

Collaborative CRM

Easy collaboration with customers, suppliers and partners

Improves efficiency and integration throughout the supply chain
Allows greater responsiveness to customer needs through sourcing of products and services
outside of your enterprise

Social CRM

Use of social media to engage with customers

The Three phases of CRM

Acquire : Acquire new customers by contact management, sales prospecting, selling, direct
marketing

Enhance : CRM sales force automation and direct marketing and fulfilment tools help companies
cross sell and up-sell to their customers, thus increasing their profitability to their business. The
value for customers is convenience of one-stop shopping at attractive prices
Retain : Identify and reward the most loyal and profitable customers, retain and expand their
business via targeted marketing and relationship marketing programs.

Acquire

Enhance

Retain

CRM Benefits
1.

Higher Productivity for the sales team

2.

Better cross selling and up-selling opportunities

3.

Improved customer service and customer satisfaction

4.

Better opportunity close rates

5.

More focussed customer targeting and focussed marketing campaigns

6.

Reduced marketing, sales, support and service expenses

7.

Better profitability and revenue per customer

8.

Increased Customer Retention and Loyalty

From Transactions to Relationships

Customer Lifetime Value $
81% expect the same
experience across all
channels

Right Offer at the

Right Time
Inbound
communications with
the ability to
determine the
likelihood to respond

54% of their
consumers would
end their
relationship with a
retailer if not given
personalized
content
Building the
Relationship
Moving from offer to
Action, consider
recent service history,
transactions and
interactions

64% say reviews are

the most important
criteria in deciding
where to shop

Using Behavior
patterns
Predicting behavior
and using triggers to
make
recommendations
that reduce churn and
drive cross sell/up sell

9 of 10 reasons to
shop a retailer
include omni channels

Focus on Lifetime
Value
Apply more
sophisticated
modeling to move
customers along the
path of highest value

Analytical Sophistication

Acquire

Personalize

Retain

Grow

CRM Different Application Areas

Sales Force Automation :
Assist the sales force in storing contact information, managing leads and sales
opportu ities. Help fore ast) the de a d for o pa s produ ts , tra ki g
sales performance, managing sales performance, sales quota, sales incentives,
commission

Sales Force
Automation
Field Service

Field Service

Field Service Applications :

Includes scheduling the workforce, managing the spares and mobile solutions
capability

Revenue and
Pricing

E-commerce

e-Commerce Applications:
Help companies buy, sell , conduct campaigns, up-sell, cross- sell, order online,
online auctions, online exchanges, online returns, online billing and payment
Call Centre:
Support handling queries by ACD, CTI, web integration, IVR

CRM
Analytics

Call Center

Leading CRM Products

SAP CRM
Oracle Siebel
Salesforce.com
Microsoft
Amdocs

Lenovo Group: Streamlining Worldwide Customer

Service Operations with SAP CRM
The o pa ys top o je tives
Co solidate a d i -source customer service operations to cut operating costs
Strea li e usi ess pro esses a d pro ide e

apa ilities

I tegrate usto er ser i e ith the o pa s ore strategi platfor

The resolution
I ple e ted the SAP Custo er Relatio ship Ma age e t appli atio to uild a orld ide
customer service platform
Sta dardized usi ess pro esses

Le eraged e pertise fro

pre ious i ple e tatio s for fast deplo

e t

The key benefits

Redu ed ratio of usto er-service operating expenses to revenue while maintaining customer
satisfaction level
U ified usi ess pro esses a d i reased isi ilit i to usi ess perfor a e
Gai ed apa ilit a d fle i ilit i ser i e i

o atio for e offeri gs

Top Benefits Achieved

17% Ratio of customer-service operating expense to revenue
30 Countries on the after sales services platform

3 days to 3 seconds Reduction in cycle time for service order change

Thank You !