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Chapter II CRM

1) The document discusses the pre-requisites for implementing a customer relationship management (CRM) system, including changing attitudes, skills, and performance metrics across functions like sales, marketing, and customer service. 2) It outlines key customer segmentation strategies like dividing customers into early adopters, pragmatists, skeptics, and laggards based on their likelihood to purchase new products. 3) The roles of CRM in marketing, customer service, and sales force automation are summarized, focusing on areas like customer profitability modeling, cross-selling, up-selling, and lead management.

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shail3187
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45 views8 pages

Chapter II CRM

1) The document discusses the pre-requisites for implementing a customer relationship management (CRM) system, including changing attitudes, skills, and performance metrics across functions like sales, marketing, and customer service. 2) It outlines key customer segmentation strategies like dividing customers into early adopters, pragmatists, skeptics, and laggards based on their likelihood to purchase new products. 3) The roles of CRM in marketing, customer service, and sales force automation are summarized, focusing on areas like customer profitability modeling, cross-selling, up-selling, and lead management.

Uploaded by

shail3187
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Pre-requisites for implementation of CRM

Customer focused work practices


and organizational-systems

Production/Operations Accounts and Finance


Continuous
Re-engineering
to focus on
Logistics Dynamic Human Resource
Customer
Environment

Sales and Distribution Purchasing

After sale service


Re-defining attitudes and performance
evaluation criteria for all functions

Existing Myths Raising the


Performance bar

Existing Skill set Motivation and


Acceptance of Incentives
Change
Training New
responsibilities
and
Elevation to new accountability
Skill levels

Management
objectives
• Evaluation criteria for all functions - Concept of Key
Customers, their analysis and management strategies
Target Marketing
(Key customer)

Geography or Preferred sales Tenure


regionality channel

Psychographics Profitability Life time value

Firmographics Number of Products Household


demographics

Infographics Sales territory Risk score

Privacy
Life stage
preferences
Dividing the key customer
Early Adopters Pragmatists Skeptics
Laggards
Segment
Most likely to buy
Await mass
Newly offered Will purchase new Only purchase Acceptance of
Products and Products after If value is proven. Product prior to
Services. Value Is well Chances increase Purchase. Not
Especially understood. With rebates Likely to respond
attracted Might need to see or money back To new
To technology The product in guarantees promotions
innovation action

Percentage of
customers 11 46 28 15
CRM and Marketing

Customer profitability
Cross selling
and value modeling

Up-Selling Channel optimization

Customer
retention Personalization

Behaviour
prediction Event based marketing

Customer Privacy /
Customer Security
CRM and Customer Service

The Call center and


Customer care Customer service checklist

Choose your technologies


Call center and Automation Optimally
Equip CSR’s to win
Call routing Establish process for
(CTI, IVR, CSR) Call center staff
Outbound/Inbound Develop success metrics
Web-based Address the issue of
Self-service Service recovery
Customer Train the CSR’s properly
Satisfaction
Measurement Share key learning's

Call scripting Create corporate


personality
Cyber agents
Workforce
management
Uses of e-CRM

Product Information Customer contact

Customer record Lead generation


maintenance

Customer account Conversations track

Activity (CRM) record


management
Sales Force Automation

Sales Process /
Lead Management
Activity Management

Sales and Territory Configuration support


Management

Contact Management Knowledge Management

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