Presented By: Anuraag Das Kiranjib Sonowal Debajeet Das Priyanshu Sarma

CRM is a business strategy that aims to understand, anticipate and manage the needs of an organisations current and potential customers. CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers.

CRM is concerned with the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer life-time value.

Todays businesses compete with multi-product offerings created and delivered by networks, alliances and partnerships of many kinds. Both retaining customers and building relationships with other value-adding allies is critical to corporate performance. The adoption of C.R.M. is being fuelled by a recognition that long-term relationships with customers are one of the most important assets of an organisation.

Customer relationship management focuses on strategically significant markets. Not all customers are equally important. Therefore, relationships should be built with customers that are likely to provide value for services Building relationships with customers that will provide little value could result in a loss of time, staff and financial resources

1980s: Database marketing emerges.

1980s: Database helped larger organizations rather then small who only got survey type info.
1990s: CRM appears as a two-way communication device. 1990s: CRM leads to programs such as frequent flyer miles and bonus points on credit cards. 2000s: Internet has helped expand from stagnant database and allows off-site information storage. 2000s: Used most frequently in financial services, high tech corporations and the telecommunications industry.

Microsoft Microsofts Dynamics CRM 3.0 is a CRM system that fully integrates with Microsoft office. For example, from Outlook employees can access Microsoft CRM sales, marketing and customer service modules to make sales decisions, market products, solve problems and get strategic views of the business. Sage Software - Award-winning SalesLogix is the customer relationship management solution that enables small to medium-sized businesses to acquire, retain and develop profitable customer relationships. Has more than 250,000 users at 7,000 companies worldwide. SAP America Inc. - SAP Business One is an integrated, affordable, business management solution It provides a true and unified view of operations across customer relationship management, manufacturing and finance. Simple to use yet powerful, SAP Business One puts business users in charge, arming you with the critical, up-to-the-minute information

Manufacturers know that sales, marketing, and service effectiveness will make or break them in todays global economy. Provide them with the competitive advantage they seek. Offer a holistic view of complex customer information and interactions, and that integrate efficiently with legacy systems. Productivity Improvement. Improved Service and Satisfaction. Easy-to-use interface, improved planning and productivity .

Audi expects 22% IRR through 2005 on its my SAP CRM Investment. Audi believed redefining the customer experience through Customer Relationship Management (CRM) would unlock customer retention. The companys vision is to recast Audis face to the customer by creating a more holistic relationship among manufacturer, dealer and customer. Result: A premium ownership experience that boosts customer satisfaction and repurchase.

Focusing on customer relationships is not a project or initiative at Audi. It is a function, on the same level as product management and other traditional marketing functions.
-Dr. Christoph Wargitsch

Head of CRM and New Media

Harmonization across unit Remote Management Enhanced Usage Customer Satisfaction Better Revenues Increased Efficiency, Lower Total Cost of Operations

1.Executive Sponsorship and CRM team organization 2. Involvement of the Business users 3. Involvement of Vendor with Intellectual Capital 4. Implementation of Basic CRM 5. Implementation of Customer Interaction across Channel/ Touch points 6. Managing People, Culture and Change 7. Customer Focus

1. 2. 3.

4.

What is our core business and how will it evolve in the future? What form of CRM is appropriate for our business now and in the future? What IT infrastructure do we have and what do we need to support the future organisation needs? What vendors and partners do we need to choose?

1. Track client behaviour at the most granular level, i.e. transactions 2. Analyze your high-value customer base on demand

3. Know the value of your individual customers

4. Differentiate service with selective responses

5. Measure results
6. Live your customers values every day

reduced costs increased customer satisfaction growth in numbers of customers maximisation of opportunities (eg. increased services, referrals, etc.) increased access to a source of market and competitor information highlighting poor operational processes long term profitability and sustainability

Customer Relationship management is an issue that every company, large or small, must tackle in some way. Handled well, a CRM strategy can deliver significant benefits for companies and customers alike. Yet experience has shown that developing and implementing a CRM strategy is fraught with pitfalls and that many companies end up wasting scarce resources on projects that disappoint rather customers.

THANK YOU