CRM in Service Sector Kiran Upload

M.
KIRAN
ANDHRA LOYOLA INSTITUTE
OF
ENGINEERING AND TECHNOLOGY,
VIJAYAWADA
CONTENTS:
Introduction.
Marketing concept.
CRM.
Definition.
Phases of CRM.
Determinants of CRM.
Service Sector.
CRM in Service Sector.
Hospitality opts fro CRM.
Health Care Industry opts for
CRM.
IT opts for CRM.
Education Sector opts for CRM.
Telecom Sector opts for CRM.
Banking Sector opts for CRM.
Financial Sector opts for CRM.
Insurance Sector opts for CRM.
Retail Banking opts for CRM.
Call Centre opts for CRM.
Outsourcing opts for CRM.
Retail Sector opts for CRM.
Closing Comments.
INTRODUCTION
MARKETING CONCEPT
 CRM is a powerful functional area of Marketing Management. It is therefore
desirable that one should have a relook at the concept of marketing in some of
its evolutionary phases with the change in focus from products to relationships
during the past 50years. Marketing and the Marketing communication mix are
changing. New opportunities new threats, new tools and innovations are
emerging. The worlds more than 650crore consumers and probably 50crore
industrial buyers are becoming increasingly accessible. Marketing has moved
from –
 Customers acquisition ( winning new customers ) to
 Customers retention ( keeping customers for life )
 The critical dominator in today’s commercial world is still CRM Marketing.
CUSTOMER RELATIONSHIP MANAGEMENT
 CRM:-
CRM is broadly recognized and
widely implemented strategy for
managing and nurturing a company’s
interactions with customer’s clients and
sales prospects. It involves using
technology to organize automate and
synchronize business process –
Principally sales activities, but also
Those for marketing, Customer Services
& technological support. When an
implementation is effective, people,
processes and technology work in
synergy to increase profitability, and
reduce operational costs.
Customer
There is only one boss. The customer! He can fire everybody in

the company, from the chairman on down, simply by spending his
money somewhere else.
------------- Sam Walton, founder of Wal-Mart
Our greatest asset is customer! Treat each customer as if they are
only one!
--------- LAURICE LEITAO
Customer is king
Know your customer……to capture & retain them!
If, we don’t take of our customers someone else
will!
Phases & Determents of CRM
ACQUIRE
ENHANCE
RETAIN
TRUST
VALUE
SERVICE SECTOR
For the last 30 years there has been a substantial

shift. The primary and secondary sector to the tertiary sector in
industrialized countries. The tertiary sector is now the largest
sector of the economy. The service sector consists of the ‘soft’ parts
of the economy. Where people offer their knowledge and time to
improve productivity, performance, potentials the basic
characteristic of this sector is the production of services instead of
end products.
CRM IN SERVICE SECTOR
The service sector is receiving
much deserved attention resulting from its
inevitable role in a country’s economic
development. Where it is mainly focusing
of developing an inbound relationship
with the customer. Which helps in terms
of retaining the customer. Because
service is an “intangible good” include
attention, advice, experience, discussion.
The scope of CRM in service sector is
vast where it includes Govt, health care /
hospitality education, banking, insurance,
financial, legal, consulting, news media,
hospitality(restaurants, hotels, casinos ),
tourism, retail sales etc.,

Hospitality opts for CRM :-
Developing CRM strategies
Information and Communication Technologies(ICT)
CRM based market research

Health Care Industry opts for CRM
Communication Services
Data base Construction
CRM for Physicians
Consulting Services
Information Technology opts for CRM
Customertouch points
Application server
Data stores
IT Factors for CRM
Traditional marketing doesn’t need to use Information Technologies
extensively because they is no need to distinguish, differentiate, interact with and
customize for individual customers needs. Although some argue that it has a
small role in CRM each of the four key CRM tasks depends heavily on
Information Technologies and Systems.
Process Identification Differentiat Interaction Customization
ion
Goal Identify individual Evaluate Build a continuing 1. Fulfil customer needs
customers customer value relationship 2. Generate Profit
and needs
Traditional mass Not Done Clustering Call centre 1. Sales

Marketing 2. Services
CRM Customer Profiling Individual Level 1. Call centre management 1. Sales automation
analysis 2. Auto response system 2. Marketing process
automation
Information 1. Cookies 1. Data Mining 1. Web Application 1. ERP

technologies 2. Web Site 2. Organization 2. Wireless Communication 2. E-Commerce
personalization learning

Education sector opts for CRM
o Student Relationship
Management (SRM)
o Holygrall
Telecom sector opts for CRM
Customer service is Key to
sales and loyalty
Customer service become

the differentiator
Banking sector opts for CRM
CRM banking focusing on
the customer
Overall profitability
Satisfied the customer
Centralized the
information
Customer segregation
Financial sector opts for CRM
Increase of customer knowledge of
employees.
Provision of an excellent view of
customer relationship.
Easy access to collated financial data
Storage and provision of financial
data of customers
Enabling the building of trust for
brokers, agents and financial
planners etc.
Managing financial deals
Insurance sector opts for CRM
CRM insurance integrates
marketing with other
operations
Increased insurance market
share
Insurance CRM guarantees
lead management
Insurance application
queries /claim status queries
can be answered sooner.
Retail Banking opts for CRM
Latest technology used by retail banking
Very good data base maintaining by the

banks
Scope of more ATM’s

Call centers opts for CRM
Lead generation
Tele-calling
Email-campaign
Market research.

CRM benefits to the call center sector
Provision and storage of
valuable customer data
Helps in assisting call
centers with shorter call
duration,
CRM is of considerable use
in follow up actions
Employees perform their
duties easily and with less
strain on a/c of its user
friendly attributes.
Outsourcing opts for CRM
 Reducing operating costs

 Advantage sooner the
competitor
 Better business process
 Operations being greatly
improved
 Effective and increased
customer service.
Retail sector opts for CRM
Retail sector is Indian’s largest industry;
this sector is valued at $200 billion
account for over 10% of the country’s
GDP and around 8% of the country’s
employment. Modern retail has entered
India as seen in sprawling shopping
centers.
According to Pareto’s principle
80% of sales from 20% of the customers.
But this would happen if the retailer has
the 20% as its most profitable customer
and not just normal customer.
The following are the some of the examples
where retail malls are following
Pantaloon touch with its loyal customers through
mailers, SMS, telephone informing them about their
developments and promotions.
Shoppers stop known as the ‘first citizen card’ where
customer can enjoy reward points for every purchase.
CONCLUSION
Customer Relationship Management entails all aspects
of interaction a company has with its customer, whether
it is sales or service related; it starts with the foundation
of relationship marketing.
CRM is a systematic approach towards using
information and ongoing dialogue to built long lasting
mutually beneficial customer relationship. From the
above all available data it is clear that how CRM is
placing a vital role in service sector. So, it makes more
strengthen this sector.
Closing Comments
• CRM requires a cultural change with organizations.

• CRM can be enabled by technology, but this alone will not
deliver business benefits – change management is vital.
• The customer experience needs to be consistently enhanced.
• Its an ongoing business process and will create sustainable
competitive advantage.
Remember
“ If you aren't listening to your customer, your competitors
will.”
a n k You
Th ti me
a l u able
r v
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M.

There is only one boss. The customer! He can fire everybody in

For the last 30 years there has been a substantial

Developing CRM strategies

Information and Communication Technologies(ICT)

CRM based market research

Data base Construction

CRM for Physicians

Traditional mass Not Done Clustering Call centre 1. Sales

Information 1. Cookies 1. Data Mining 1. Web Application 1. ERP

Customer service become

Very good data base maintaining by the

Scope of more ATM’s

 Reducing operating costs

• CRM requires a cultural change with organizations.

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