Customer Relationship
Management
Collaborative CRM
Presented by
Rahul Upadhyay
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Types of CRM
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Analytical CRM Responsible for Data Collation , Analysis and Insights
Operational CRM
Marketing, Sales force, Service automation, & Customer
interactions.
Collaborative CRM
Geared towards facilitating communication internally &
with external stakeholders to deliver Results.
Strategic CRM
Customer focused. Analyses data , considers long term
trends to evolve better Value Propositions

Types of CRM
Operational CRM
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Reduces the time you spend on repetitive business tasks through automation
Sales Automation
Marketing Automation
Service Automation

Types of CRM
Sales Automation CRM
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Auto-populate customer profiles from internal and external sources
Integrate the database from multiple applications to reduce data entry
requirements
Organise your leads and automate a lead-nurturing workflow.
Account Management
Performance Management
Customer information tracking
Quote management

Types of CRM
Sales Automation CRM- Examples
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Types of CRM
Sales Automation CRM-Impact
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Types of CRM
Marketing Automation CRM
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 Send leads through an automated email campaign.
 Organise marketing collateral for accessibility
 Reach out to prospects based on specific triggers
 Target prospects with content appropriate for their marketing funnel stage

Types of CRM
Marketing Automation CRM- Examples
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Types of CRM
Service Automation CRM
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 Identify customers who are encountering difficulties and assist.
 Automatically send helpful resources related to a customer’s inquiry.
 Send follow-up messages to customers.
 Keep a record of a customer’s history for faster case resolution.

Types of CRM
Service Automation CRM- Examples
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Types of CRM
Collaborative CRM
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 Focused on seamless information flow across the Organisation
 Simplifies workflows and processes through organizational structures and
hierarchies
 Enables a Pan Organisation single view of the Customer
 Integrates all Communication efforts
 Facilitates intra Organisation communication & collaboration
Alignment of resources and strategies between separate functions & businesses for
identifying, acquiring, developing, retaining, and maintaining valuable customers.

Operational , Analytical & Collaborative CRM
The Relationship
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Collaborative CRM
Features
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 Customer interaction data of an organization across Channels is integrated and
synchronously shared for enhanced consistent Customer support .
 Collaborative CRM integrates customers, processes, strategies and insights internally
& externally.
 It enables various internal departments viz Sales, Marketing , Finance , Technology
etc. to share customer interaction inputs to help organisation evolve one common
view of the Customer.
 The information thus collected is then Presented for a unified view of the Customer
Pan Organisation.
 Often a function of Customer & Transaction Value

Collaborative CRM
Example- MS Dynamics
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Collaborative CRM
Deliverables
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 Interaction Management:
Syncs data across the organization, to manage every aspect of Customer
interaction to deliver a single view of all customer information of relevance to the
Organisation.
 Channel Management
Enables delivery of an optimized customer experience across the channels.
 Partner Management

Collaborative CRM
Interaction Management
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 This management process deals with designing the communication or interaction
channel process within an organization which is specific to customer interaction
 The communication channel depends on the customers’ preference on how they
require the interaction to be dealt with.
A. Phone
B. Web
C. Email
D. Person to Person etc.
 The information for such interactions is collected and fed into the CRM for enhanced
& consistent interaction through the preferred mode.

Collaborative CRM
Channel Management- The Importance
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 Channel Partners are often looked upon by customers as an Independent Trusted
advisor
 Channel Partners are expected to have accurate clear information about Products &
services
 Thus the Quality of Relationship & information with the Channel partner impacts the
Quality of Relationship with the customer.
 Hence a Winning Strategy needs to account for Channel Partner needs as well

Collaborative CRM
Channel Management
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 After analyzing and implementing the interaction medium it’s important to enhance
the power of these channels by implement the information into the CRM.
 Leverage latest technological tools for improving channel interaction could help to
contact customers efficiently and gather information from them to help organization to
understand the customer needs better.

Collaborative CRM
Channel Management- The Imperatives
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 Selection & Segmentation
 Recruitment & Onboarding
 Training & enablement
 Establishing shared Goals
 Incentivisation , Motivation and Compensation
 Go to Market Collaboration
 Provision of Information, tools & Resources
 Performance Management & Optimisation
Requires Presence in every stage of Partner life Cycle with fluid two way Comms.

Collaborative CRM
Channel Management- Salesforce
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Collaborative CRM
Advantages
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 Improves customer services & customer interactions with Unified Messaging
 Customer data available across teams for multi-channel interactions
 Helps retain existing clients
 Makes your team work better
 Improves workflows
 Cuts down customer service costs
 Increases the value-add of your products
 Provides a better upsell to existing clients
 Enhances communication between departments
 Promotes a customer-centric culture
 Leverages web or online collaboration to cut down the service cost of customers
 Integrates customer interaction with call centers to enable multi-channel interaction
with customers

Partner Relationship Management Systems
What is PRM ?
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Partner Relationship Management Systems
Goals
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 Identify, develop and Retain customers
 Re-engineer Channel functions to reduce costs
 Capitalize on Growth opportunities
 Extend Reach and increase Market share
 Optimize Partner & Customer Relationships
 Serve as an Information exchange
Align usually distinct organisations to common goals

Partner Relationship Management Systems
Requires
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 Close loop Business Processes integrating Channel Partners & Manufacturer
 Workspace to foster bi-directional communication & information flow
 Hybrid Channel Networks where direct & indirect channels work together to deliver
results
 Solutions adapted for Channel Partner environment.
 Syndicated applications & Content deployment Capabilities

Partner Relationship Management Systems
Benefits
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 Recruit Partners & Manage Relationships
 Generate demand trough & or Partners
 Fulfillment/ delivery
 After Sales Support
 Account management
 Reporting & Decision support
 Site Management
 Two way Information flow

Partner Relationship Management Systems
Salesforce
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CRM Vs PRM
The Difference
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 CRM focused on Customers , PRM focused on Partners
 CRM manages data related to Customers , PRM focusses on
managing Channel activities .
 PRM is focused on Channel Sales Optimisation
 PRM is a specialized Version of CRM .

CEC - 4
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Analyse a CRM system in 150 words .
Deadline : 20th August.