This is a case study about Customer Relationship Management

2. • Lack of an integrated
customer knowledge
database
• Strong brand
• Existing customer
database and
knowledge
• No legacy system that requires
conversion so Grey can
introduce state-of-the-art CRM
tools
• China is a huge potential
market
• Focus on CRM will provide
some
business solutions
• Asian market will enter a
customer service era
• Increasing competition
• New technology leads to new
effectively competing business
Models
• Rising customer expectations
• Increasing cost of acquiring new
customers
• Changing in the communications
industry from generalization to
specialization
• Pure online companies are able to
produce competitive high quality
products at lower prices
• Strong price pressure
Threat Opportu
nities
Weakne
sses
Strengths

3.  An initiative designed to give a holistic approach in customer
management
‘Integrated marketing’ approach:
From ‘Generalization’ to ‘Specialization’
To create, identify, evaluate, capture, enhance, share and apply Grey’s
intellectual capital
 A broad concept involving both hardware and software

4. Development of CRM philosophy and tools:
Development of 4-point philosophy for customer management focus
Data mining and customer profiling as key areas in Grey’s CRM strategy
CRM implementation tools: ‘Brand Futures+’ and ‘CRM Charter’
Operational Actions:
Use of Existing database: customer segmentation, market needs analysis
Movement of senior executives to parent company
New structure used by CRM charter to serve targeted clients
Grey’s companies benefitted from their wisdom and experience

5. TRADITIONAL CUSTOMER
SERVICE VERSUS CRM
Traditional Customer Service CRM
 No emphasis on building customer database or
having multiple database
 Customer acquisition focused
 Short term : Used to satisfy customer’s need &
requirement only
 Minimal use of technology
 “Every customer is important” , kind of
attitude
 Based on Transactional Marketing philosophy
 Put lot of emphasis to build an integrated
customer database
 Customer retention & loyalty focused
 Long Term: Database used to segment
customer, determining profitable customer,
analyzing business strategy
 Technology is backbone
 “Focus on key profitable customer”, kind of
attitude
 Based on Relational Marketing Philosophy

6. TRADITIONAL BUSINESS ASSETS ON WHICH
GREY CAN RELY AND HOW IT LEVERAGES THEM
TO CAPTURE E-MARKETING CAPABILITIES
Customer database
Grey can use its huge customer database by integrating it to create a single customer
profile
Knowledge integration of business customer by proper segmentation
Technology
Grey is having technology teeth which they can use to integrate the customer
information from multiple touch point to a single profile to provide holistic view about
business and customers
Technology can be used to create a cost effective marketing campaign
Brand Equity
“Grey” is a known name which they can use in building relationship and trust
Can use brand name to build relationship with major service providers in Asia-Region
Can attract talented human capital to run the operations & strategy

7. REDEFINE CUSTOMER VALUE
USING CRM
Use Key Account Managers to service high
caliber clients with help of KM and further
cut costs in serving this key clients.
Integrate Knowledge Management across the
firm. It would capture
Strategize using the right market knowledge
pertaining to the client
Through high end technology try to tap the
opportunity in Data networking & Telephony
area
• Customer usage behavior
• Contact History
• Product enquiries and Corporate
Data

8. DIFFERENTIATION TECHNIQUE
TO BE EMPLOYED

9. INTEGRATION OF BACK-END &
FRONT-END PROCESSES
Formulate an unique process of gathering data
• Optimization in both front-end and back-end as per operational needs
Train entire staff to make sure uniformity among all employees, both as per thought
process, action and Implementation
Interaction within the firm should be done via CRM Technology
Front-end staff should be encouraged to think strategically
And Back end staff should be able to support them in their claims

10. BUILDING A CUSTOMER PROCESS
BLUEPRINT THAT CAN MAXIMIZE THE
UTILITY OF ITS EXISTING CUSTOMER BASE
Define objective
• Specify the objective of
CRM for Asia region- Build
customer equity as well as
brand equity
1
Methodology
• Select the technology and
techniques such as Data
mining and customer
profiling to analyze data
2
Implementation
• Select appropriate
implementation tools and
programs suitable for
geography like Brand Future+ &
GRM Charter
Organizational Alignment
• Recruit and train people to
implement the idea
• Build organizational culture
having GRM orientation
3 4

12. Other than above two parameters, CRM strategy should be assessed on following
additional parameters :
People: Does CRM strategy envisage dedicated teams for CRM implementation
and development of management talent to capture the benefits and build it into
system?
Learning: Does CRM enable learning environment for customer facing
departments and people?
Customer Value: Will CRM initiatives result into customer value creation and
customer satisfaction
Alignment: Is CRM strategy aligned with business strategy?
Implementation: what about the cost, time and effectiveness of CRM?
Technology: Does company have technological capabilities for CRM or Does it have
technology aptitude to employ and adapt to new technologies which are needed for
CRM?

13. POSITION OF GREY WW-
HK/CHINA IN ASIA’S CRM
MARKETLong-term and Sustainable
partner
• Grey WW-HK/China should
aim to position itself as trusted,
sustainable partner among its
clients.
1
Integrated communication
company
• Company should have a more
holistic positioning where they
move from ‘Generalization’ to
‘Specialization’
2
Efficient and effective and
differentiated
• Company should position itself as
efficient and effective partner to its
prospective clients with a
differentiated offerings
Comprehensive business solutions
company
• Offer a wide range of solutions in
brand, PR, Ad, Design etc.
• Offer Sophisticated and high-end
solution for globally exposed and
educated clients
3 4

14. Brand equity
Added value the brand brings to the company
Financial value of the brand
Market share
Brand extension
Customer loyalty
Repurchase rate and repurchase value by customer
Lifetime customer value
Customer retention
Retention rate
Return on customer retention investment

16. WWW.IIMINTERNSHIP.COM