• An Indian context integrated Strategic conceptual and theoretical frame work for CRM Implementation in Indian companies

1. CRM: Designing and Building Intelligent End-to-End Solutions –An Indian context Integrated Strategic Approach Dissertation - Presentation Senthilnathan . S 08 PG(J) 066 PGP-JAN 08-10

3. R L Logic Creativity First Q again . Who are our customers?

5. CUSTOMER Self-definition Empathy Involving & Collaborating Responding & Interacting 1 2 4 3 Outward Inward 3 – R’s Responsiveness Reliability relationship Vision & Mission Customer Market Business envt. Strategy, Plans Business model, Revenue Model Kernel for CRM

7. A Typical CRM consists of 3 Sub Modules

14. 1 2 3 4 5 Strong dissatisfaction so – so Strong satisfaction Possibility of Loyalist (expectation < experience) Defectors Mercenaries (Expensive to Acquire, Quick to Depart) Hostages Terrorists Who’ve had Bad Experiences with the Company & The Company didn’t respond to them. Competitors’ discounts offering or benefits Source :Keki R. Bhote, “Beyond Customer Satisfaction to Customer Loyalty”, 1996 Proliferation of Loyalists (10~50%)

16. Step #1 Issue Discovery Step #2 Value Identification Step #3 Needs Differentiation Step #4 Customization Customer Segmentation Customer DB analysis/ Define marketing issues Customer investigation/analysis Customer’s needs finding / customer value segmentation Product/service, channel, reward strategy

18. External Internal Customer Subscribers/Customers/ End users Employees Divisions/Managers Suppliers/ channels CRM CEM Customer Experience Management - CEM

20. 1. Awareness 3. Identification 4. Selection 2. Information 7. Logistics 5. Negotiation 6. Contract 8. Delivery 9. Acceptance 10. $ Collection 12. Care & Support 14. Community 11. Use 13. Repair Acquisition Service Operations

22. Direct Mail Web Outbound Telemarketing eMail Banner Ads Portals Web Direct Mail CCM VRU Direct TV 3G Personalization eMail Web Coupon CCM VRU DTV Aggregators Web Personalization Direct Sales CCM Loyalty Continuity Automated Service eMail CCM Web Chat Service Auto. Collaborators Service Automation Fulfillment Form Sharing Web CCM Chat VoIP Fulfillment Web CCM Partners Fulfillment Web eLogistics Fulfillment eLogistics eMail S. Alerts CCM eCollection Lock Box eBilling CCM CCM eMail Self Help Knowledgebase Chat Direct Mail Continuity eNewsletter Web CCM eCRM Portal 14 Stages of Customer Experience 1. Awareness 3. Identification 4. Selection 2. Information 7. Logistics 5. Negotiation 6. Contract 8. Delivery 9. Acceptance 10. $ Collection 12. Care & Support 14. Community 11. Use 13. Repair Web Contracts Usage tracking CCM eLogistics Return Processing

23. Target Acquire Onboard Serve Grow Retain Customer Engagement Customer Lifecycle Personalize the experience a customer has with you over time

31. CRM = 1. Maximize revenue and profits Through already existing customers 2. Quick results CEM = Customer Experience Management 1. Long term 2. Stress on every interaction 3. First focus = employees – recruitment/training/performance appraisal/suggestion/QCs CEM = Totality of “employee + customer experience”

32. MARUTI – INTERNAL CEM 1. Increase dealer profitability: Conversion ratio of sales executives = Enq / test Vs buy Asked its dealers -> ↑ Manpower -> ↑ Salaries of sales agents -> ↑ Better incentives Ratio – 10-35% ↑ - Others adopted But Small dealers ? – Underwriting half the cost for a year - Liberal credit - can deal with insurance services too 2. Rural Market – State Bank of Patiala - Pay every Kharif & Rabbi (6 months) - Teachers Plus – couples 3. Promos – simple and straight Boy car – ‘Kya karu papa, Petrol khatam hinah hota’ Leverage – fuel efficiency ‘brand recall

33. MARUTI – EXTERNAL CEM 2000 – Price wars to positioning New Revenue Streams 4. Maruti True value – 2001 – Used cars 1. Huge market 2. , ‘Protect’ customers Beyond – Initial stages of purchase, After sales and Maintenance Used cars-Less than 7 years,100,000 k.m. mileage, condition -> Certified -> 1 year warranty -> 3 free services Customer Delight to Customer Value Maruti is truly “Maruti”

34. CUSTOMER AS PARTNER Make your business competitive by making the business of your customer more competitive. 4 E’s Educate Empower Enable Enhance efficiency & effectiveness

36. All Brand Experiences - past and present - shape the consumers view of a brand and will effect their decisions to buy, buy again...and maybe even advocate it Visiting a store Seeing it On-line Memories from past Noticing an ad Word of mouth Seeing Packaging Talking to salesperson Using it Dealing with customer service

37. A BRAND is a collection of perceptions in the mind of the consumer Experience is the appreciation or knowledge about something gained through seeing, hearing or interacting with it A BRAND EXPERIENCE is what occurs every time a consumer sees , hears or interacts with that brand .

38. Notice is when a brand gets on the radar of a consumer; when they see/hear about it and consider whether it is right for them. Choose is the process the consumer goes through when trying to decide what brand(s) make it to their short list – usually based on it’s ability to meet their functional and/or emotional needs. Buy is when the consumer enters the store (on or of-line) and goes through the process of purchasing the brand – sometimes referred to as the first ‘moment of truth.’ Loyal is what consumer is when they buy again. . Use is when the consumer uses the brand; not just when they unpack and use it for the first time (second ‘moment of truth’), but every time it is used. A Fan is what a consumer becomes when they have been well treated and feel valued by a brand organisation Advocate is when a consumer proactively talk about the brand in a positive way to friends, families, etc.

39. Promise - is what consumers are told by a brand, e.g. what will happen/how they will feel when they buy/use the brand Delivery - this is what actually happens when the consumer buys/uses the brand. (It is when the promise that the brand has made has to be delivered.) Delight - this is when the brand goes beyond what was expected. It can be the magical bit because when consumers are delighted they can become a powerful and positive brand advocate .

43. Interactive Marketing Management Customer Relationship Management Customer Innovation Management tm Customer Quality Management tm Cause Marketing Management Customer Experience Management Customer Lifecycle Management Customer Evangelism Management tm Customer Actualization Management tm

49. CRM Applications BackOffice Customer Information Analytics Marketing Web Call Center Field Partner Customers Email

50. CRM & IT Monitor C R M E N G I N Operation Analyze Customer Interaction Letter, Fax, Email, SMS, Phone, Personal Contact, web, XML CRM DB IT A P P L I C A T I O N Call Center Help Desk SFA ERP