Customer Relationship Management Notes BBA
Customer Relationship Management Notes BBA
Customer Relationship Management Notes BBA
Unit – I
Emerging Concepts in Customer Relationship Management: CRM Definition, Need and Importance: Conceptual
Framework of Customer Relationship Management: The Value Pyramid. Customer Interaction Cycle, Customer
Profiling and Total Customer Experience, Goals of a CRM Strategy and Obstacles, CRM Solutions Map, Discussing
People, Processes and Technology, CRM myths.
Unit – II
CRM as a Business Strategy :CRM Issues and Strategies; Winning Markets through Effective CRM: CRM as a
business strategy, CRM Process, Effective Customer Relation Management through Customer Knowledge
Management; Customer Interaction Management, Call Centre management in CRM. Customer Centricity in CRM-
Concept of Customer centricity, Customer touch points, Customer Service, Measuring Customer life time value-
Customer Life-cycle Management.
Unit – III
Technological Tools for CRM and Implementation: Data Mining for CRM-Some Relevant Issues; Changing Patterns
of e-CRM Solutions in the Future; Structuring a Customer Focused IT Organization to Support CRM; Organizational
Framework for Deploying Customer Relationship; measuring profitability CRM implementation-set by step
process.
Unit – IV
CRM in Services :Status of Customer Relationship Management in service industry in India; Relevance of CRM for
Hospital Services; Customer Relationship Management in Banking and Financial Services; CRM in Insurance
Sector, Supply-Demand Mismatches and their impact on CRM; The Past,
Present and Future of CRM;
BBA Subject-Customer Relationship Management
Customer Relationship Management (CRM) refers to the practices, strategies, and technologies
that organizations use to manage interactions and relationships with their customers.
The goal of CRM is to improve customer satisfaction, retention, and loyalty, while also increasing
sales and profitability. CRM systems can collect and analyze data on customers' preferences,
behaviors, and needs, allowing companies to tailor their products, services, and marketing efforts to
better meet those needs.
CRM also involves strategies for building and maintaining relationships with customers, such as
providing excellent customer service, engaging with customers through social media and other
channels, and offering loyalty programs and other incentives.
Overall, the goal of CRM is to foster long-term, mutually beneficial relationships between companies
and their customers, leading to increased customer satisfaction, loyalty, and ultimately, revenue
growth.
A paying client.
An employee.
A supplier or vendor.
A partner
WHAT IS CRM?
Customer relationship management (CRM) has the business purpose of intelligently finding,
marketing, selling to and servicing customers. CRM is a broadly used term that covers concepts
used by companies, and public institutions to manage their relationships with customers and
stakeholders.
Technologies that support this business purpose include the capture, storage and analysis of
customer, vendor, partner, and internal process information. Functions that support this business
purpose include Sales, Marketing and Customer Service, Training, Professional Development,
Performance Management, Human Resource Development and compensation.
BBA Subject-Customer Relationship Management
DEFINITION OF CRM
Another Narrow perspective of Vavra (1992), CRM is customer retention in which a variety of after
marketing tactics is used for customer bonding or staying in touch after the sale is made. According
to Gronroos, CRM is marketing strategy to establish, maintain and enhance relationship with
customers and other partners, at a profit so that the objectives of the parties involved are met. This
is achieved by a mutual exchange and fulfillment of promises.
NEED OF CRM
CRM is not just a technology, but rather a comprehensive approach to an organization’s philosophy
in dealing with its customers. This includes policies and processes, front of house customer service,
employee training, marketing, systems and information management. Hence, it is important that
any CRM implementation considerations stretch beyond technology, towards the broader
organizational requirements.
BBA Subject-Customer Relationship Management
The objectives of a CRM strategy must consider a company’s specific situation and its customers‟
needs and expectations.
COMPONENTS OF CRM
Those companies which are trying to implement different kinds of CRM strategies and
solutions sometimes face difficulties in undertaking. This is due to the fact that lots of money
is necessary for software as well as professional consultants. In addition there is a need to train
other employees in order to make these strategies as effective as possible and worth spending all
that money. At the same time CRM has already proved to be an essential tool for different kinds of
businesses and it has a common goal for all the companies.
CRM goal includes several very important factors which will turn out to be beneficiary for all
companies.
High level of customer service - Prior goal of CRM is to establish customer loyalty and perfect
relationships. This is the main target for all the companies which are trying to implement CRM
strategies and solutions. The company will not be able to achieve it unless it works like one
organism. It is very important to provide clients with a high quality service. Otherwise they will
look for another supplier of goods or services. At the same time another goal is to attract as many
new customers as possible, which is harder than keeping already existing clients.
BBA Subject-Customer Relationship Management
High level of efficiency - There is another important goal of CRM. What is it? It is the level of
efficiency, of course. In case you are eager not only to boost the productivity but also gain
necessary success as soon as possible, this goal turns out to be essential for your business. In other
words CRM will make it possible for you to reduce costs as well as retention of your clients. You
need to proceed with thorough training in case you want to achieve this goal.
Low level of operating costs - The reduction of costs is one of the main priorities for every
company. All CRM processes are aimed on helping you to achieve it. At the same time it is very
important to have clear understanding of strategy that you have chosen for your business. Every
process needs to be very efficient. Workforce managing system is the best tool for increasing the
level of skills. It will eventually result in cost reduction. Every CRM process should be
implemented and handled in a specific way in case lowering the costs is your main target.
Aiding the Marketing Department - This is another very important CRM goal. It includes lots of
essential factors which should also be considered while implementing particular processes. You are
going to deal with promotions, marketing campaigns and other essential tools that will help you to
aid your marketing department. In case you want to achieve this goal successfully, it must be
negotiated with all employees who are related to this department or will be involved in different
marketing processes. In addition this goal will help you to increase the level of profitability.
There are some important questions that should be asked before implementing CRM solutions
and establishing goals. These questions are essential. They include: Determination of main
objectives: Every company may have a number of goals as well as only one prior objective. In
spite of the number all the goals demand contribution to success of the whole company.
Determination of the audience: Every objective is supposed to have a target audience. That is why
it is necessary for every organization to identify its audience and implement the most effective
communication with it. However you are recommended to study your audience in advance in order
to prepare a proper message.
Determination of ways to achieve the goal: Try to evaluate every strategy and decide which one
will be the best bet to achieve a particular goal. You will be provided with a number of solutions and
strategies. First of all it is essential to compare all their advantages and disadvantages. It will make
it possible for the company to pick the one that will suit all its needs and requirements. This is the
BBA Subject-Customer Relationship Management
only way to an overall success.
Determination of ways to accomplish goals: You need to think over all appropriate ways of
accomplishing your goals. As soon as you decide which strategy will turn out to be the best
choice for your organization, it is vital to stick to this strategy and follow it till the very end.
Measuring success: You are supposed to choose measuring method after you have managed to
achieve all necessary CRM goals. You can select among wide range of different metrics.
No matter what goal you are trying to achieve, you should always keep in mind that it is essential
for every organization to establish clear CRM objectives. It will result in their easy and fast
implementation as well as overall success.
Customer Relationship Management (CRM) is important for businesses of all sizes and across all
industries for the following reasons:
Enhancing Customer Experience: CRM systems enable businesses to provide personalized and
efficient customer service by understanding customer preferences, purchase history, and other
relevant information. This leads to higher customer satisfaction and loyalty.
Boosting Sales and Revenue: By tracking customer interactions and identifying potential leads,
businesses can increase sales and revenue through targeted marketing and sales strategies.
Improving Communication: CRM systems provide a centralized platform for businesses to
communicate with customers through multiple channels such as phone, email, social media, and
live chat. This helps to streamline communication and ensures that customer queries are handled
promptly and efficiently.
Value pyramid in CRM refers to a marketing concept that focuses on building customer
relationships by creating value at different levels. The pyramid consists of three layers, each
representing a different type of value offered to customers.
1. Basic Value: This layer represents the basic product or service that customers receive from a
company. It includes the quality, functionality, and price of the product/service.
2. Emotional Value: This layer represents the emotional connection that customers have with a
brand. It includes factors like trust, loyalty, and reputation.
3. Strategic Value: This layer represents the strategic value that a company provides to its
customers. It includes things like innovation, customization, and other added-value services.
BBA Subject-Customer Relationship Management
By understanding and leveraging the value pyramid, companies can improve customer satisfaction
and loyalty, leading to increased revenue and long-term success.
Enhancing Customer Retention: With a better understanding of customer needs and preferences,
businesses can identify opportunities to upsell and cross-sell products or services, leading to
increased customer retention and lifetime value.
Improving Decision Making: CRM systems provide businesses with valuable insights and analytics
about customer behavior, trends, and preferences, which can inform business decisions, product
development, and marketing strategies.
In summary, CRM is essential for businesses to build long-term, profitable relationships with
customers, increase sales and revenue, and improve overall business performance.
A CRM solutions map is a visual representation or diagram of the various customer relationship
management (CRM) technologies, applications, and tools that are available in the market. It
typically includes details on the features and functions of each solution, as well as their
compatibility with other CRM tools and the broader IT ecosystem. The map can be used by
businesses and organizations to identify and compare different CRM solutions, evaluate their
strengths and weaknesses, and make informed decisions about which one to adopt for their specific
needs.
It refers to the process of engagement between a customer and a business, involving different
stages in their relationship. The cycle includes various touch points where the customer
interacts with the business, such as advertising, inquiries, purchases, complaints, and feedback. The
interaction cycle starts with creating awareness of the product or service, followed by building
interest, desire, and ultimately, action. The aim is to build a positive experience and a long-lasting
relationship with the customer by providing quality service, addressing concerns and suggestions,
and offering incentives for loyalty. Efficient management of the customer interaction cycle is crucial
in enhancing customer satisfaction, retention, and advocacy.
BBA Subject-Customer Relationship Management
UNIT-II
DEFINITION
CRM process is defined as any group of action that is instrumental in the achievement of the
output of an operation system, in accordance with a specified measure of effectiveness.
OBJECTIVES OF CRM
The main objective of CRM process is to originate a powerful new tool for customer retention.
To simplify marketing and sales process
To make call centers more efficient
To provide better customer service
To discover new customers and increase customer revenue
To cross sell products more effectively
The main goal of all CRM processes is to incorporate collaborative, analytical, operation and other
business processes in order to create an effective and profitable business. It will turn out to be an
essential tool that will help you to set clear targets for the company and achieve them by all means
with the reduction of costs and providing customers with a high quality service.
All these processes have important aspects and factors which need paying your attention. For
example, operating relationship management process is mostly oriented on such actions as sales,
marketing campaign and management and customer service.
It is one of the most important steps for those companies which decide implementing CRM
strategies and additional tools.
Customer relationship management process must also include analytical aspects and components
which are also of great importance. In other words in case you want to attract new customers and
BBA Subject-Customer Relationship Management
keep already existing clients you should be able to divide them into specific groups and
segments according to their preferences. In this situation you will be always able to suit all their
needs as well as provide them with a good alternative.
This process is enabled by collecting all necessary information about clients with the help of call
centers, emails and other vital tools. This is one of the most effective process CRM solutions.
Every CRM process is aimed on achieving one and only goal which is reflected in the increase of
sales and the number of customers no matter in what field you operate.
Every business needs a good alternative to traditional methods of handling different kinds of
situations. CRM turns out to be a perfect option. In addition it has already proved to be very
efficient. There are lots of successful stories which helped huge companies gain success and high
profits.
CRM stands for Customer Relationship Management, and it refers to the practices, strategies, and
technologies that businesses use to manage and analyze customer interactions and data throughout
the customer lifecycle. As a business strategy, CRM involves building strong relationships with
customers by understanding their needs and preferences, anticipating their behavior and buying
patterns, and delivering personalized experiences that meet or exceed their expectations.
3. Streamline operations: By automating processes and integrating data from various sources, CRM
can help businesses to streamline their operations, reduce costs, and improve efficiency.
4. Enable data-driven decision-making: CRM provides businesses with valuable insights into
customer behavior, preferences, and buying patterns, allowing them to make informed decisions on
product development, marketing campaigns, and sales strategies.
Ultimately, CRM is a business strategy that helps businesses to focus on their customers' needs and
build long-lasting relationships based on trust, loyalty, and mutual benefit.
Knowledge management
in CRM (Customer Relationship Management) refers to the process of acquiring, storing, sharing
and accessing knowledge and information related to customers, their needs, preferences, behavior
and interactions. It involves collecting and organizing data and insights from various sources such
as customer feedback, surveys, social media, contact center interactions, sales reports, etc. and
BBA Subject-Customer Relationship Management
making it available to all stakeholders in a centralized knowledge base or repository. This enables
better decision-making, problem- solving, and personalized customer service. Knowledge
management also helps in identifying trends, best practices, and opportunities for improvement in
the CRM process.
A knowledge Management system for customer service improves CRM success by keeping customer
data updated and relevant. It keeps your customer-facing agents updated and empowers the whole
team to be proactive in their interactions with customers.
Customer lifecycle management (CLM) is a strategy that businesses use to manage the entire
customer journey, from initial contact to post-purchase interactions. It involves tracking and
analyzing customer behavior and interactions at each stage of the customer lifecycle to optimize the
customer experience and improve business outcomes.
Developing effective customer service and support channels to address customer needs
and concerns.
Collecting and analyzing data to track customer behavior and measure the success of CLM
efforts.
Continuously improving the CLM strategy based on customer feedback and changing
market trends.
By implementing a CLM strategy, businesses can improve customer satisfaction, increase customer
loyalty and retention, and ultimately drive revenue growth.
BBA Subject-Customer Relationship Management
UNIT III
Here are some ways that data mining can be used for CRM:
Customer Segmentation: Data mining can help businesses segment customers based on
their behavior, demographics, and preferences, allowing for more targeted marketing and
communication efforts.
Predictive Analytics: By analyzing customer data, businesses can use predictive analytics to
forecast future behavior and identify potential issues or opportunities.
Customer Lifetime Value: Data mining can help businesses determine the lifetime value of a
customer, enabling them to make better decisions about customer acquisition and
retention.
Churn Analysis: By analyzing customer behavior and purchase history, businesses can
identify customers who are at risk of churning and take steps to retain them.
Personalization: Data mining can help businesses personalize the customer experience by
providing recommendations, personalized offers, and customized content based on
customer behavior and preferences.
In summary, data mining can be a powerful tool for businesses to leverage customer data to
improve CRM efforts. By analyzing customer behavior and identifying trends and patterns,
businesses can make more informed decisions about customer acquisition, retention, and
engagement.
E CRM (electronic customer relationship management): is the application of CRM strategies and
technologies to online channels, such as websites, social media, email, mobile apps, and other
digital platforms. The goal of eCRM is to use these channels to enhance the customer experience,
increase engagement, and improve customer relationships.
BBA Subject-Customer Relationship Management
Multi-Channel Integration: E CRM allows businesses to integrate multiple digital channels into a
single platform, providing a seamless and consistent customer experience across all touch points.
Personalization: By collecting and analyzing customer data from online interactions, businesses can
personalize the customer experience by providing targeted recommendations, customized offers,
and tailored content.
Real-Time Communication: E-CRM enables businesses to communicate with customers in real-time,
responding to queries and providing support promptly.
Marketing Automation: E CRM allows businesses to automate marketing activities, such as email
campaigns and social media posts, based on customer behavior and preferences.
Customer Analytics: E CRM provides valuable insights and analytics on customer behavior, allowing
businesses to make informed decisions about product development, marketing strategies, and
customer service improvements.
Overall, E CRM is a powerful tool for businesses to leverage digital channels to improve customer
engagement, loyalty, and retention. By providing a personalized, responsive, and consistent
customer experience across all digital touch points, businesses can strengthen customer
relationships and drive revenue growth.
Implementing a CRM system is a significant undertaking for any organization, and it is essential to
have a clear and well-planned process to ensure its success. Here are the steps to follow when
implementing a CRM system:
Define your business requirements: Before selecting a CRM system, you need to define
your business requirements, including your customer engagement processes, data
management needs, reporting requirements, and integration needs with other business
systems.
Choose the right CRM solution: Based on your business requirements, select a CRM
system that meets your needs. Consider factors such as functionality, scalability, security,
cost, and ease of use.
Plan for data migration: Identify the data that needs to be migrated from existing systems
to the new CRM system. Develop a plan for data cleansing, formatting, and migration.
Define workflows and processes: Map out your customer engagement processes and
define workflows for different stages of the customer journey. Customize your CRM system
to support these workflows and processes.
Train your team: Train your team on how to use the new CRM system effectively. Provide
training on data entry, reporting, and customer engagement workflows.
Pilot the system: Before rolling out the new CRM system to the entire organization, pilot it
with a small group of users. Test the system thoroughly, identify any issues, and make
BBA Subject-Customer Relationship Management
necessary adjustments.
Roll out the system: Once the pilot is successful, roll out the new CRM system to the entire
organization. Communicate the benefits of the new system to your team and encourage
adoption.
Monitor and improve: Monitor the performance of the new CRM system and gather
feedback from users. Identify areas for improvement and make necessary changes to ensure
the system continues to meet your business needs.
By following these steps, you can successfully implement a CRM system and realize its benefits,
including improved customer engagement, enhanced data management, and better insights into
your business performance.
BBA Subject-Customer Relationship Management
UNIT-IV
Here are some key points about the status of CRM in the service sector:
Increasing adoption: With the rise of customer-centric business strategies, the adoption of
CRM in the service sector is increasing. Many organizations are investing in CRM systems to
improve their customer engagement and retention.
Customization: CRM systems in the service sector are highly customized to meet the unique
needs of different industries. For example, a CRM system in the banking industry would
have different features than a CRM system in the hospitality industry.
Integration: CRM systems in the service sector are often integrated with other business
systems such as billing, inventory, and marketing automation systems to provide a more
comprehensive view of the customer.
Emphasis on data analytics: CRM systems in the service sector are increasingly focused on
data analytics to gain insights into customer behavior and preferences. This helps
organizations to personalize their customer interactions and improve customer satisfaction.
Mobile-first approach: As customers increasingly interact with businesses through
their mobile devices, CRM systems in the service sector are being designed with a mobile-
first approach. This enables organizations to provide a seamless customer experience
across all channels.
In summary, CRM is widely used in the service sector, and its adoption is increasing. Customization,
integration, data analytics, and mobile-first approach are some key trends in CRM in the service
sector.
BBA Subject-Customer Relationship Management
Patient engagement: CRM systems can be used to engage patients through various channels such as
email, SMS, and mobile apps. This helps hospitals to build stronger relationships with patients and
improve patient satisfaction.
Patient feedback: CRM systems can be used to collect patient feedback and measure patient
satisfaction. This helps hospitals to identify areas for improvement and make necessary changes to
improve the patient experience.
Patient retention: CRM systems can help hospitals to retain patients by providing personalized care
and maintaining ongoing communication with patients. This improves patient loyalty and reduces
the cost of acquiring new patients.
CRM is a critical strategy for the financial services industry, as it allows companies to provide
personalized and tailored services to customers, which can help to increase customer loyalty,
retention, and revenue. Here are some key ways that CRM can be implemented in the financial
services industry:
1. Customer Segmentation: Financial services companies can use CRM to segment customers
BBA Subject-Customer Relationship Management
based on their behavior, preferences, and financial needs. This allows companies to provide
targeted services and products to different customer segments, such as high net worth
individuals, small businesses, and Millennials.
2. Cross-Selling and Up-Selling: CRM can help financial services companies identify opportunities
for cross-selling and up-selling products and services to customers. For example, if a customer
has a credit card with the company, the company can offer them a personal loan or investment
products.
3. Personalization: CRM allows financial services companies to provide personalized services to
customers, such as customized investment advice and personalized financial planning. This
can help to improve customer satisfaction and loyalty.
4. Data Analytics: CRM can help financial services companies analyze customer data to identify
trends and patterns in customer behavior. This can help companies to anticipate customer
needs and respond to them proactively.
5. Compliance: CRM can help financial services companies to ensure compliance with regulatory
requirements, such as Know Your Customer (KYC) and Anti-Money Laundering (AML)
regulations. By using CRM to track customer interactions and transactions, companies can
identify potential compliance issues and take corrective action.
Overall, CRM is a key strategy for the financial services industry, as it allows companies to provide
personalized and tailored services to customers, which can help to increase customer loyalty,
retention, and revenue. By using CRM to analyze customer data and provide personalized services,
financial services companies can strengthen customer relationships and drive business growth.
Here are some ways CRM can be implemented in the insurance sector:
Lead Management: Insurance companies can use CRM tools to manage their leads, ensuring that
every inquiry is followed up and that no potential customer falls through the cracks.
BBA Subject-Customer Relationship Management
Customer Service: With CRM software, insurance companies can track customer interactions,
monitor customer satisfaction, and provide better customer service.
Sales and Marketing: CRM tools can help insurance companies track sales activities, manage
campaigns, and target the right customers with personalized messaging.
Claims Management: CRM software can also be used to manage claims processes, track customer
information, and provide real-time updates on the status of claims.
Data Analysis: By using data analytics tools, insurance companies can gain insights into customer
behavior, preferences, and needs, and use that information to improve their products and services.
Overall, CRM is an essential tool for insurance companies looking to improve customer satisfaction,
streamline processes, and boost sales and retention.