CRM SES 4 B2B Cognizant Case - 230109 - 155129

in Business Markets
Innovative Loyalty Programs

Loyalty Programs: Points, Tokens, Coupons, Tiers, Social Media,
Paid Programs, Referrals, Partner Brands
Marriot: Best in 2017, Rewards by posting about Stay

Kimpton – Karma Rewards – No Promise
Sephora – Beauty Insider – Redeem on Limited Edition Product, 17
Mill members
Starbucks – My Starbucks – Customization 4- 9 Mill(2013)
Waitrose –Sup Mkt – 50 % buying thro Loyalty Points - Instant
Rewards
Amazon – Amazon Prime – Free Digital Content
Gilt – Online Fashion Accessories Retailer, Designer Labels, early
access, 70% discount –
Toms – Non Monetary Incentives (Donation, Profit Sharing,
Conservation)
Am Ex – Plenti Rewards, Check Buy, Upload receipt, $20, Get Paid
Payback India, Multi Brand LP
•Business markets are many times bigger than
consumer markets
•Geographical Market concentration. E.g; Chemical

industries in West India. Suppliers of automobile
components build plants closer to their customers.
•Purchase decision process - B2B suppliers often

work with multiple buyers. Process is more formal
and professional.
•Buyer-seller relationships – More intense, require
better communication. Decision makers at several
layers may influence final orders.
•Primary goal of B2B relationships is to provide

advantages that no other seller can.
-Lower prices
-Quicker delivery
-Better quality and reliability
-Customised product features
-More favorable financing terms
Characteristics of Business Markets
-Business Buying process
-Problem recognition
-Need description
-Product Specification
-Supplier Search
-Proposal Solicitation
-Supplier Selection
-Order- Routine specification
-Performance review
- Participants in business buying – Users, Buyers,

Influencers, Deciders, Gatekeepers
-Major Types Buying Situation

Straight re-buy, Modified re-buy, New Task
Supplier Customer
Sales Purchase
Service User
Customer roles and value
matrix
User Value = Performance value + Social value +
Emotional value
Payer Value = Price Value + Credit Value + Finance

value
Buyer Value = Service Value + Convenience Value +

Personalization Value
Total customer value = User Value + Payer Value +

Buyer Value
The three roles are usually separate and specialized

in B2B markets but are often blurred in B2C markets
Importance of CRM in B2B Markets
Few customers contribute to entire turnover
therefore very important to monitor their
buying habits
B2B customers increasingly act like

consumers with the desire for self-service
tools that give them instant access to product
information
Single view of all the contacts (hierarchy, roles

& responsibilities)
Instant update of latest happenings (Finance

can view latest details updated by Sales)
CRM strategies of B2B Companies
Focus on Key customers
Proactively generate high customer

satisfaction
Anticipate customer needs
Building closer ties by integrating their

systems
Creating value perception

CRM Programs
Customer Mass Markets Distributors Business
Types -> markets
Program Types
Continuity Loyalty (loyalty card) Replenishments Sourcing
Marketing (JIT inventory)
arrangements
Cross-Selling (Single sourcing – end to
end solution)
(McDonald’s)
One to One Permission Customer Key Account

Marketing Marketing (email business Management
signup for prod features)
development
(P&G with Wal-Mart)
Personalization
Partnering / Co-Branding Logistics Strategic
Co-Marketing (Motorola and Flipkart)
Partnering (Flipkart Partnering (Apple &
and Mapmyindia) IBM)
Joint Marketing Co-design /

development
Case Study - Cognizant technology Solutions
Total of 18.5B $ revenue in 2021

3,18,400 Employees
No of Locations 166
Over 50 delivery centers
Ranked fortune 193rd company
Headquarters in US (Closer to client)
96% repeat business
Focus on Digital Transformation
Differentiators :
Quick transition from Y2k to App maintenance

contracts
First to organize around industry verticals while
competitors were focusing on geographical
alignment
Horizontal technology experts
Positioned itself to help clients use the Internet
for business applications
CSAT – Extremely satisfied / Satisfied for 8 years
(Its like doing taxes so robust)
Cognizant business consulting group (1700
consultants)
Strategies :
Transform while we perform Framework

Client centricity
Not just vendor but partner
Employer of choice
Work side by side to preserve culture
Group wave – Share experience and ideas
Eliminate death by distance
Consumption as well as Contribution
IT Industry – Sector wise customer share
TCS (Cost Leader) BFSI
Infosys (Innovator) BFSI
Cognizant Healthcare & Retail
Wipro (Tech Player) Telecom / Energy / Infra
IBM / HP Infra
Accenture Consulting / Media

Two-in-a-box delivery model- CTS
Cognizant 2.0 •Video - Cognizant 2.0
Integrating knowledge, work and people
According to internal analysis done by

Cognizant in 2010, projects using
Cognizant 2.0 technologies perform
better than those that do not: a 15%
improvement in productivity, an 8%
improvement in delivery time, a 7%
improvement in delivery on budget,
and a 70% reduction in defects.
Cognizanti is an exclusive online community launched in 2007 that was

developed to allow external members to build and maintain
professional networks, share experiences and best practices, as well as
insights into industry trends and it has 2,500 community members
include clients at executive levels and industry experts, including
academics and industry analysts, in addition to key Cognizant
personnel such as industry/business practice leaders.
 Real-time
knowledge management
workflow
process guidance
collaboration
Decoupling of work and geography
Mobility of knowledge
Web 2.0
Second work
Going “Automatically Global”

Client’s opinion off Cognizant
Strategic
Long term
Quick decisions
Flexible (scale up and down)
Personal
Work closely
Open/transparent
Smooth transition (no intrusion or disruption)

From cost arbitrage to beneficial collaboration
Low maintenance
Cognizant encourages consumption as well as
contribution
Senior management participation
Cognizant tracks and rates every knowledge asset,

including social metrics
Cognizant treats every social technology as if it’s in

permanent beta mode
Social media fits into the culture of the organization

B2B CRM is the Strategic Process of
Strengthening Relationships with business
customers, beyond transactional relationships
to better manage value of these buyer seller
relationships

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in Business Markets

Innovative Loyalty Programs

Marriot: Best in 2017, Rewards by posting about Stay

•Geographical Market concentration. E.g; Chemical

•Purchase decision process - B2B suppliers often

•Primary goal of B2B relationships is to provide

- Participants in business buying – Users, Buyers,

-Major Types Buying Situation

Payer Value = Price Value + Credit Value + Finance

Buyer Value = Service Value + Convenience Value +

Total customer value = User Value + Payer Value +

The three roles are usually separate and specialized

B2B customers increasingly act like

Single view of all the contacts (hierarchy, roles

Instant update of latest happenings (Finance

Focus on Key customers

Proactively generate high customer

Anticipate customer needs

Building closer ties by integrating their

Creating value perception

One to One Permission Customer Key Account

Joint Marketing Co-design /

Total of 18.5B $ revenue in 2021

Quick transition from Y2k to App maintenance

Transform while we perform Framework

TCS (Cost Leader) BFSI

Infosys (Innovator) BFSI

Cognizant Healthcare & Retail

Wipro (Tech Player) Telecom / Energy / Infra

Accenture Consulting / Media

Integrating knowledge, work and people

According to internal analysis done by

Cognizanti is an exclusive online community launched in 2007 that was

Going “Automatically Global”

Smooth transition (no intrusion or disruption)

Senior management participation

Cognizant tracks and rates every knowledge asset,

Cognizant treats every social technology as if it’s in

Social media fits into the culture of the organization

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