In this presentation, we will introduce you to the concept and strategies of CRM and how CRM helps an organization to discover new business opportunities, helps to grow and differentiate itself in the marketplace. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html

1. Chapter 2
CRM Strategy and CRM Building
Blocks
Customer Relationship Management CRM Strategy and CRM Building Blocks

2. Objectives
Operational excellence can be redefined
Competitive agility provided by CRM
Strategic framework of CRM
How to balance frontline efficiency and
effectiveness with the help of CRM
Ways of aligning marketing, sales and
service with customer in mind
How to manage customer experience
across touch points
Customer Relationship Management CRM Strategy and CRM Building Blocks

3. Moving customers to the right channel
Connecting front office and back office
Technology framework for integration
How to create a CRM culture among employees
Importance of training and coaching frontline
employees
Making the best use of IT
Building blocks of CRM
CRM Strategies
How to build a customer growth strategy
Customer Relationship Management CRM Strategy and CRM Building Blocks

4. A Strategic perspective on
CRM
The strategic perspective of CRM is all about
strategies for the success of CRM.
Successful companies deal their business
around the customer.
It is a mission critical element of customer
centric business strategy.
Customer Relationship Management CRM Strategy and CRM Building Blocks

5. Driving New Growth
More than ever CRM is critical to an
organization’s success
To stimulate new growth, organizations
can gain from CRM
CRM can be used to differntiate and
discover new business opportunities
Customer Relationship Management CRM Strategy and CRM Building Blocks

6. Operational Excellence
Spotlight has shifted to relationships
with customers and partners
“Best of Breed” has become new catch
word
Operational excellence means end-to-
end organization
Customer Relationship Management CRM Strategy and CRM Building Blocks

7. Competitive Agility
It is organization’s ability to reinvent
itself that ensures its long-term survival
and success
Coping with constant change and
market dynamics, adapting business
process rapidly
Focus on core competency
Customer Relationship Management CRM Strategy and CRM Building Blocks

8. A Strategic Framework for
CRM framework
Connecting front office and back office,
Creating value network with partners,
capitalizing customers insight, aligning
market sales and service, balancing
effectiveness and efficiency, managing
customers experience across touchpoint
and guiding customers to the right
channel.
Customer Relationship Management CRM Strategy and CRM Building Blocks

9. Balancing Frontline Efficiency
and Effectiveness
Efficiency is the degree to which a
business process consumers resources
such a s time, finance or human
resources
Effectiveness is about how well a
process accomplished its intended
purpose
Customer Relationship Management CRM Strategy and CRM Building Blocks

10. Aligning Marketing , Sales and
service with Customer in Mind
Marketing , sales and services are the
cornerstones of CRM
Conflicting goals and short-term
thinking as well as egoism and rivalry
lead to problems that can be avoided
where there is a shared CRM vision
Customer Relationship Management CRM Strategy and CRM Building Blocks

11. Managing Customer Experience
Across Touch Points
Every customer interaction counts and
provides an opportunity to add value
whether it is face-to-face, online on the
phone or via e-mail
Customer wants consistency when they
interact across multiple touch points.
Customer Relationship Management CRM Strategy and CRM Building Blocks

12. Guiding Customers to Right
Channel
Successful organizations empower their
customers and guide them to the right
channel based on customer segments,
customer value and interaction type.
By guiding customers to right channel
customers company can save cost and
create true value for the customers.

13. Creating A Team Culture-
Because Employees Matter
Training and coaching front line
employees
Making the most of IT and software as
a service
Changing employees mindset and
empowering them to take necessary
action is key

14. Building Blocks of CRM
Vision
Strategy
Valued customer experience
Organizational collaboration
Processes
Information and technology

15. CRM Strategies
Gartner defines CRM as a business strategy
that maximizes profitability, revenue and
customer satisfaction by
Organizing around customer segment
Fostering behavior that satisfies customers
Implementing customer centric process.

16. Creating a CRM Business
Strategy
Analyze your customer
crack CRM and corporate strategies
Keep it flexible
Customer Relationship Management CRM Strategy and CRM Building Blocks

17. Choice of Right Technology
Financial viability and ROI remains the most
important factor in selecting a vendor
Measure of satisfaction with CRM
Companies often measure success either by
ROI or by changes in customer satisfaction to
justify CRM benefits
Implementation of IT is the main component
of CRM

18. Summary
CRM strategies offer companies a
complete view of their customers across
the entire organization.
CRM strategy has to create a 360
degree view of the customers
CRM results into increased sales and
drive ROI