2. Types of CRM
Analytical CRM Responsible for Data Collation , Analysis and Insights
Marketing, Sales force, Service automation, & Customer
Geared towards facilitating communication internally &
with external stakeholders to deliver Results.
Customer focused. Analyses data , considers long term
trends to evolve better Value Propositions
3. Types of CRM
Reduces the time you spend on repetitive business tasks through automation
4. Types of CRM
Marketing Automation CRM
➢ 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
7. Types of CRM
Sales Automation CRM
➢Auto-populate customer profiles from internal and external sources
➢Integrate the database from multiple applications to reduce data entry
➢Organise your leads and automate a lead-nurturing workflow.
➢Customer information tracking
11. Types of CRM
Service Automation CRM
➢ 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.
13. Types of CRM
➢ Focused on seamless information flow across the Organisation
➢ Simplifies workflows and processes through organizational structures and
➢ 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.
17. Collaborative CRM
➢ 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 &
➢ 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
➢ The information thus collected is then Presented for a unified view of the Customer Pan
➢ Often a function of Customer & Transaction Value
20. Collaborative CRM
➢ 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
➢ Channel Management
Enables delivery of an optimized customer experience across the channels.
➢ Partner Management
21. Collaborative CRM
➢ 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.
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.
23. Collaborative CRM
Channel Management- The Importance
➢ Channel Partners are often looked upon by customers as an Independent Trusted
➢ Channel Partners are expected to have accurate clear information about Products &
➢ 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
24. Collaborative CRM
➢ 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.
25. Collaborative CRM
Channel Management- The Imperatives
➢ Selection & Segmentation
➢ Recruitment & Onboarding
➢ Training & enablement
➢ Establishing shared Goals
➢ Incentivization , 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.
27. Collaborative CRM
➢ Improves customer services &
customer interactions with Unified
➢ Customer data available across
teams for multi-channel
➢ Helps retain existing clients
➢ Makes your team work better
➢ Improves workflows
➢ Cuts down customer service costs
➢ Increases the value-add of your
➢ Provides a better upsell to existing
➢ Enhances communication
➢ Promotes a customer-centric
➢ Leverages web or online
collaboration to cut down the
service cost of customers
28. Selecting a Collaborative CRM system
Key Features to look for
• Allow real-time collaboration within
teams and across departments
• Support the collection, sharing, and
analysis of customer data and key
• Allow for customization based on
your company’s preferences or needs
• Integrate with other essential business
tools to provide more features within
one centralized workspace
• Provides all these features from a
30. Partner Relationship Management Systems
Align usually distinct organisations to common goals
➢ 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
31. Partner Relationship Management Systems
➢ 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
➢ Solutions adapted for Channel Partner environment.
➢ Syndicated applications & Content deployment Capabilities
32. Partner Relationship Management Systems
➢ 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
34. CRM Vs PRM
➢ CRM focused on Customers , PRM focused on Partners
➢ CRM manages data related to Customers , PRM focusses on managing Channel
➢ PRM is focused on Channel Sales Optimisation
➢ PRM is a specialized Version of CRM .
What is it
• Electronic customer relationship
• (e-CRM) involves the integration
of Web channels into the overall
enterprise CRM strategy with the
goal of driving consistency within
all channels relative to sales,
customer service and support
(CSS) and marketing initiatives
E-CRM system allows :
• Develop and maintain new
• attract new prospects, namely
visitors to your site,
• convert these prospects into
customers and maximize
• retain customers and establish a
long-term relationship of trust.
36. CRM Vs E-CRM
➢Interacts with customers via
phone, distribution channels,
➢Web based applications needs
➢System at various locations, on
➢Expensive & Time taking
➢Contacts customers through
the Internet, e-mail, and the
➢Browser is the customers
portal to e-CRM.
➢Web based, single location,
➢Faster implementation , lower
37. Key Topics
• Why is Customer Relationship Management Required, Core elements of CRM
• Multi Channels
• Individual value Proposition, Truct, Commitment etc . Relationship Oriented
• Three Value Disciplines of Organizational Strategy, Offensive / Defensive strategies etc .
• Pyramid of Customer Relationship
• Loyalty Programs, Cross selling ,Upselling, Customer Life Time Value & its applications
• Balanced score card
• In Anyaltical CRM - Sources of Customer Data & the usage, RFM , Chaid etc .& their
• CRM Strategy Development Process & Steps
• Operational CRM – Key metric for performance & quality in Call Centres .
• Collaborative CRM – Features & Advantages , Deliverables etc .