What is CRM?

To someone who hasnt heard about the term CRM would

sound like a random arrangement of alphabets, but CRM
(Customer Relationship Management), as the name
suggests is much more than that.
It is not a product. It is not even a suite of product. CRM
is a business philosophy that touches upon many
independent parts of an organization.
CRM addresses the Sales, Marketing and Service
activities of the organization.
CRM is a system for managing a companys interactions
with Current and Future Customers. It involves using
technology to organize, automate and synchronize sales,
marketing ,customer service, and technical support.
Need for CRM
Loyal customers are the source of most profits.
A relatively small percentage of customers may
generate most of the profits.
Marketing cost and efforts are less for existing
customers.
Some companies can boost profits by almost 100%
by retaining just 5% more of their customers
Dissatisfied customers tell others about their
experiences, So do satisfied customers.


0 50 100 150
Cost of winning back lost
customer
Cost of acquiring new
customer
Cost of retaining current
customer
Winning back a lost customer can cost up to 50-100 times
as much as keeping a current one satisfied.
- Rob Yanker, Partner, McKinsey & Company
Economics of Customer Retention
Goals of CRM
Provide better customer services.
Cross sell product, Cross-selling is a strategy of providing existing
customers the opportunity to purchase additional items offered by the
seller.
The telecommunications industry is a prime example of this type of
sales activity. When establishing local telephone service, the new
subscriber is often invited to enjoy other telecommunications options
offered by the service provider. These may include long distance
packages, cell phone services, or high-speed Internet services.
Up selling involves promoting upgrades or add-ons to customers that
are extra purchases and increase sales. When you up sell, you offer
the customer another product for purchase.
In restaurants and other similar settings, up selling is common place
and an accepted form of business. Incentives are crucial features of up
selling. Incentives such as a discount and/or free shipping give the
customer good reasons to purchase something extra right away.
Up selling and Cross Selling could either enhance or disrupt the
relationship with the customer so it should be done quite carefully.

Benefits of CRM
Increase Sales Effectiveness
Make sales teams more effective by automating tedious
repetitive tasks.
With CRM, sales people can automate a big chunk of
their daily tasks such as sending out emails, generating
reports, organizing leads and so on.

Reduce Customer Support Time
CRM enables your service agents to answer all customer
inquiries quickly, accurately and consistently by phone,
e-mail, chat or in person.
With FAQs and the knowledge base you can help your
customers help themselves.

With CRM, all of your customer information is in one
centralized location and is constantly updated every
time an activity happens with a prospect or
customer. So now you have up to the minute
tracking of all your prospects and customers.

With CRM's Mobile access, sales people have instant
access to customer information when they need it,
without being tethered to a computer.
Benefits of CRM
INFORMATION TECHNOLOGY AND
CRM:EXAMPLES
Cookies
A cookie is a parcel of text sent by a server to a web
browser and then sent back unchanged by the browser
each time it accesses that server. HTTP cookies are used
for authenticating, tracking, and maintaining specific
information about users, such as site preferences and the
contents of their electronic shopping carts.

Example
The online store, Amazon uses cookies to provide a
personalised service for its customers. Amazon requires
customers to register with the service when they purchase
items. When registered customers log in to Amazon at a
later time, they are greeted with a welcome message
which uses their name
(for e.g. Hello Abhishek). In addition, their previous
purchases are highlighted and a list of similar items that
the customer may wish to purchase are also highlighted.
INFORMATION TECHNOLOGY AND
CRM:EXAMPLES
Phone calls, emails, mobile phone text messages
or WAP services
Having access to customer contact details and their
service or purchase preferences through database
etc. can enable organisations to alert customers to
new, similar or alternative services or products
Example : When tickets are purchased online, the
website retains the customer details and their
purchase history. The website then regularly sends
email to inform them about the latest offers and
upcoming events. This helps them to ensure that the
customer buys the tickets from their site the next
time
INFORMATION TECHNOLOGY AND
CRM:EXAMPLES
Loyalty Cards
The primary role of a retailer loyalty card is to gather data
about customers which in turns leads to customer
comprehension and cost insight (e.g. customer retention
rate at different spending level, response rates to offers,
new customer conversion rates) followed by appropriate
marketing action and follow up analysis.

Example: The supermarket chain Reliance Fresh,
Tescos offers loyalty cards to its customers when
customers use their loyalty card during pay transaction for
goods, details of purchases are stored in database which
enables the company to keep track of all the purchases
that their customer make. At regular intervals, these retail
houses sends its customer money saving coupons by post
for the products that their customer have bought in the
part. The aim of this is to encourage customers to
continually return to them for their shopping.
Face to face CRM
CRM can also be carried out face to face
without the use of technology
Staff members often remember the name
and favourite products/services of regular
customers and use this information to
create a personalized service for them
Face to Face CRM is only relevant for small
organizations.
CRM VENDORS
CUSTOMERS
FIRECLAY TILE NIKON INSTRUMENTS
"With Salesforce we can move a lot faster
and
keep adapting to our customers needs"
Kemal Cetin, Vice President
of IT, Coca-Cola Enterprises

"Automation has improved our efficiency and
accuracy, and information we need is
easier to get."
Catherine Ong
Head of Customer Relations Operations
Sony Electronics Asia Pacific

"Giving cars a personality, just like people,
is something incredibly worthwhile."
Akio Toyoda
President and CEO

VIDEO
Salesforce helps us make the world more
open and connected."
Tim Campos, CIO, Facebook
How CRM has affected/helped
TAJ Group of Hotels
Guest Preference Sheet
Handling Complaint
Fidelio
Wow Card
GRE Courtesy Call
GSTS (Guest Satisfaction
Tracking System)

How CRM has affected/helped
TOYOTA Motors
Since 1996, Toyota has
firmly believed that cars are
more than just products; they
should connect with Toyota
customers. This was visionary
but it was more than just a
dream. Toyota is already
building connections with
customers into the 8 million
cars it manufactures each year.
It prompts you to
recharge whenever your EV
or PHEV battery is running
low, & enables your car to
tweet service information
to you. Very much like a
good friend, in fact.
It can be used as a private
social network for Toyota
owners since it works similar
to tweets on Twitter.

TOYOTA FRIEND
People have only 24 hours a day, but through social
we can connect with many people at once.
- Akio Toyoda, President & CEO

A single platform, which is based on
Salesforce Chatter. A private social
networking service for Toyota owners, it
enables people to interact with their cars,
dealerships, and Toyota itself.

Toyota also uses Chatter to enable
hundreds of thousands of staff across the
world to interact with each other at any hour
of the dayrevolutionizing the way they
work. Employees can post questions and get
advice and answers from coworkers based in
170 countries around the world. Rather
than each individual office working on their
own to solve problems and develop
documentation, Chatter allows everything to
be shared.

SalesForce Chatter
APPLICATION OF CUSTOMER
RELATIONSHIP MANAGEMENT
STRATEGY (CRM) IN DIFFERENT
BUSINESS AREAS
By: Boris Milovic
Faculty of Economics Subotica,
University of Novi Sad, Serbia
Abstract
Customer Relationship Management is a business strategy that is
based on the philosophy of "customer is king", i.e. customer is put
in the central place. This philosophy, with the development of
information technologies in past twenty years, has experienced a
change. Today it can be said that customer is a modern dictator,
according to whom the company always adjusts its business due to
the greater availability of information, stronger market
competition, and growing negotiating skills of customers in sales
process. The most important task of organization is satisfying a
client's needs, which ultimately means their long-term value to the
organization.
This paper describes the application of CRM strategies in several
industries. Large and small organizations today evaluate the quality
of customer services, customer loyalty, identify customers that are
less sensitive to price changes and recognize that attracting new
customers is more expensive than retaining the existing ones.
Introduction
Each sector of the economy and industry, non-profit
organizations and government institutions use CRM benefits
in work with its customers or clients. Different CRM
strategies, depending on one or the other economic sector,
are often different, and they are in connection with products
and services offered to customers .
CRM STRATEGY IN HIGHER
EDUCATION
CRM helps the Institute to manage student records such as attendance,
curriculum, discipline, and extracurricular activities in order to provide a
complete overview of each student. Therefore review of the student data and
review of the teachers' performance can be used to respond to potential issues
before they become problems.
On the other hand , CRM also helps the Institute to maintain various records
during admission process
Prospect a student who could be a potential candidate for the school;
Candidate a potential student who is in the process of gathering
information and forming an opinion about the school;
Applicant a student who decided to enroll in the institution;
Accepted student a student whom the school has decided to accept;
Enrolled student the stage where the student becomes a part of the
institution;
Alumni at this stage, students are satisfied with their academic experience
creating long-term loyalty to their school.
CRM STRATEGY IN BANKING AND
INSURANCE SECTORS
Due to the highly competitive market in the banking sector, it is very
difficult for banks to differentiate themselves from the competition
because the services that they offer are very similar, which leaves
the customer interaction as a way to distinguish the bank from the
competition and the same goes for insurance companies. Customers
usually choose a bank based on its location or how close it is to the
customer's home or work place. Competitive pressure and dynamic
market have contributed to the development of CRM in the financial
sector.
Successfully implemented CRM system brings many benefits to the
bank such as -
Quick and easy customer information collection and storage.
Analyzing profitability.
assisting in marketing efforts.
Acquisition of new customers.
relationship management.
client retention rate increase.
cross selling.
CRM STRATEGY IN HEALTHCARE
Corporate image, patient satisfaction and loyalty can help health
care organizations to compete in a highly competitive
environment .
CRM system plays an important role in hospitals. It enables the
following
Optimization of revenue and improvement of patient health,
relationships and loyalty;
Essentially a cost-effective approach in order to maintain a
long term relationships with patients;
Increasing transparency of costs and resource allocation
within the hospital;
Mapping documents in the treatment of patients is a major
area of cost reduction that allows CRM systems to effectively
manage hospital.
Preventing medical errors and facilitating the integration of
CRM data with medical history and clinical data.
USE OF CRM STRATEGY IN HOTEL
INDUSTRY
The use of CRM strategy means different things for organizations in
the hotel sector. In positioning on the market, hotels need to
compete and develop their brand in order to attract and retain
guests, and this requires flexibility of software capacities with the
goal to respond to the requests in competitive market and
changing conditions in industry. CRM for hotels puts the customer
in the centre of business processes, the customer who is a part of
living processes through which the company gains big competitive
advantage.
the most common benefits of CRM implementation in the hotel
industry are
marketing and process integration in hotel business,
planning and organizing of target campaigns,
attracting new and retaining current loyal guests
historical records of interactions with each guest,
recording of all contacts with guests in any segment,
competition analysis and entering new markets.

CRM STRATEGY IN AGRICULTURE
Today, due to the impact of the crisis, agricultural organizations
are faced with the question of how to increase sales. A lot of the
attention is focused on CRM strategy as a management process
to increase the performance of agricultural organizations .
There are five activities that should include CRM program for
agricultural businesses
Types of available customer information
Use of customer data for management decision-making
Market approach
Tactics that are used in order to develop and maintain the
customer relationship
Assessment of the technological infrastructure that is
currently used
Agricultural organizations have to create a knowledge base about
customers so that their products and services could better meet
current needs and wishes of the customers
Conclusion
CRM systems are required for the organizations to take the
best out of the relationships with customers. They are not
just technical solutions for customer relationship
management, but their function has tangible business
goals. CRM has become available and necessary with the
development of electronic commerce, and it is supported
by web applications and the enormous growth of the
Internet.
Future Trends of CRM
With the advent of social media, more and more
organisations are trying to connect with their
consumers via social media platforms like
Facebook,Twitter which has given rise to something
call SOCIAL CRM. For instance a client tweets a
problem with your service. How good would it be for
your system to pick this up from your social feed and
add to their record to let you know.

Call centres are being replaced by interactive live
chats with the concerned organisations technician
which helps in solving the customers problem in a
better way. e.g. Vodafone Live Chat

Future Trends of CRM
Todays CRMs are empty; they require data to be
added to make them useful. CRMs of the future
should be purchased and upon first use recommend
and identify customers for your business. The
solution should completely eliminate the need to buy
leads separately or hire a lead management team to
find good leads. For example, if Im selling janitorial
services to office buildings, my CRM should every
morning recommend new office building management
companies to me based off of my existing customer
base, quality controls, and marketing response.
Thank You!

Presented by:
Group 2
Abhishek Patel 08304
Abhisht Narain Sinha 08305
Akash Mittal 08306