1. Customer Relationship
Management (CRM)
Presented by—
Nilotpal Chakraborty
SFSP, DAVV, Indore

2. CRM
CRM
© Nilotpal Chakraborty 2

3. Introduction
 Customer relationship management (CRM) is a
business strategy which provides with a vision for
the way an organization wants to deal with its
customers.
 CRM is both a business strategy and a set of
discrete software tools and technologies, with
the goal of reducing costs, increasing revenue,
identifying new opportunities and channels for
expansion, and improving customer value,
satisfaction, profitability, and retention.
© Nilotpal Chakraborty 3

4. Customers
 Supplier
 Partners
 Employees
 Investors
 Individuals
 Business organizations
 Government agencies
 Other stakeholder
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5. Building blocks of CRM
1) A database that collects information about the
customers.
2) A way to analyze the information in the database.
3) A strategy for applying the analysis to better meet
your clients’ needs and identify potential
customers.
4) Collecting data to ensure CRM strategy is effective.
5) Privacy issues
6) Metrics for measuring the success of the CRM
program.
© Nilotpal Chakraborty 5

6. Benefits of CRM
Effective CRM gives you the opportunity to
show the your customers that—
 You know and recognize them
 You understand them
 You care about their needs, questions and
concerns
 You want to deliver services and products they
need the most
 You appreciate their business
© Nilotpal Chakraborty 6

7. Benefits of CRM
 Reduced costs
 Increased customer satisfaction
 Growth in numbers of customers
 Maximisation of opportunities
 Better and more timely decisions
 Increased access to a source of market and
competitor information
 Highlighting poor operational processes
 Long term profitability and sustainability
© Nilotpal Chakraborty 7

8. …..for the organization
 Maximize repeat business opportunities by
anticipating existing customers’ needs
 Identify best customers
 Identify potential customers
 Identify complementary products that can be
sold to the customers
 Target marketing campaigns/materials and
promotions
© Nilotpal Chakraborty 8

9. …..for the customers
 Make ordering or buying easier through pre-filled
order forms and e-mail reminders
 Tailor the shopping experience for your customers,
allow self-service, and thereby reduce customer
response times
 Develop an e-newsletter with topics that would be of
interest to customers
 Offer free or discounted complementary products to
customers
 Offer incentives for additional or future purchases
 Offer a chat room or online forum where
© Nilotpal Chakraborty 9

10. Implementing CRM
 CRM is a business philosophy, NOT a
technology.
 Successful CRM system implementation is
critical to ensuring that the recipient
organization receives the features and
resources required to succeed. Staying
involved ensures the organization receives the
product and services expected.
 Develop strategy, then select technology.
 Identify products and target customers.
© Nilotpal Chakraborty 10

11. CRM Cycle
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© Nilotpal Chakraborty

12. Information Technology & CRM
 Technology plays a pivotal role in CRM.
 Technological approaches involving the use of
databases, data mining and one-to-one marketing can
assist organisations to increase customer value and
their own profitability.
 This type of technology can be used to keep a record of
customers names and contact details in addition to
their history of buying products or using services.
 This information can be used to target customers in a
personalised way and offer them services to meet their
specific needs.
 This personalised communication provides value for
the customer and increases customers loyalty to the
provider.
© Nilotpal Chakraborty 12

13. Information Technology & CRM
Some of the CRM technologies—
 Cookies
 Loyalty cards
 CRM software
Well known CRM vendors—
 Oracle
 Microsoft
 SAP America Inc.
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14. Conclusions
• Organizations need to know their customers
and understand their needs and interests.
• Streamline interaction between the
organization and its customers helps in fast
and better quality services.
• Helps in retaining and improving customer
base.
© Nilotpal Chakraborty 14

15. THANK YOU
© Nilotpal Chakraborty 15