ELEMENTS OF CRM SOFTWARE

To implement CRM software, the first and foremost step is to target your
customers, understand who your customers are, acquire them, develop
relationships with them and retain them.
For this to take into account, will follow the below steps for Shuttl:
Customer Database- Shuttl has a mobile app and thus it contains the data of
users, regarding their journeys.
Database Analysis- Based on the journeys of the customers we can divide them
into three categories- Regular travellers, occasional travellers and rare travellers.
Customer Selection- Based on the frequency of the travel of the customers and
the distance they travel, we can calculate how much revenue can be generated
from a particular customer.
Customer Targeting- Accordingly, we will target the different segments with
different strategies like those of offers, discounts and referrals.
Relationship Marketing- We need to regularly follow up with the customers if
they are new through messages on phone or emails.
Privacy- The messages and reminders will not be sent bulk, but at regular
intervals and they should send only as per the interest of the customers. They can
be given an option subscribe or unsubscribe to the alerts.
CRM Metrics – Finally, through various CRM metrics we need to calculate the
acquisition cost, our conversion rate and as to how many we have retained. Also,
the important aspect is churn rate, to see if our customers are switching to some
other shuttle service.
Thus, now once we have captured our target audience, we need to implement
CRM software as follows:
 Sales Force Automation
 Account Management- This will help the Shuttl team to have an entire
view of their customers. Through this they can track the complete
history of the travels, journeys cancelled, referrals made, travel
distance, travel days and their timings.
 Activity Management- Through this the customer service employees
can contact their regular customer and ask for any improvements and
follow up with them on any enquiries.
 Contact Management- Maintain the entire contact list data by having
the names, phone numbers, email addresses of the customer.
  Lead Management- Here, the manager can be given different areas and
accordingly they can target the occasional and rare travellers, thus
generating new regular customers. Also, the needs of the people can be
analysed and new customers (the suspects) can be converted into
prospects and those prospects into customers.
 Pipeline Management- Through this we can forecast the number of
people that will be travelling in future along with revenue generation.

 Marketing Automation
 Campaign Management- This will include the process of planning,
implementing, measuring and learning from communication programs
conducted with the current customers or the future prospects. Thus, the
main elements of software are -workflow segmentation and targeting,
personalization, measurement, execution, modelling and reporting.
 Customer Segmentation- Here, we will segment the customers into
homogeneous subsets. We can Cluster analysis so as to sort customers
as per groups.
 Mail Management- It is a specific form of campaign management
where we will send direct mails to the customer so as to generate leads,
convert them into customers, make people aware about our services,
retain our customer, build the data and enhance our image as service
providers.
 Keyword Marketing- Marketing our services when someone searches
for such kind of similar services.
 Marketing Performance Management- Through the reports and
analysis, it will help Shuttl to measure their performance in the market.
The software tools will include modules such as – Marketing planning
and budgeting, Campaign planning, Digital asset management, expense
and budget management.

 Service Automation
 Activity Management- This will help the employees of Shuttl to
review their workload, the work to be done and their priority work as
delegated by their manager.
 Service Analytics- It will provide the managers with the information
as how effectively and efficiently the service is being provided to the
customers. This will include the metrics as to timings of Shuttl reaching
their destination (the delays if any), the seats and routes followed.