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Understanding CRM: Operational, Collaborative, and Analytical Aspects for Business Success

In Part 2 of our CRM series, we explore the essential aspects of Customer Relationship Management, focusing on operational, collaborative, and analytical strategies. Discover how effective front-office support and contact history keep businesses connected with customers, eliminating communication gaps. Learn the importance of analyzing customer data for targeted marketing and product decisions. We also address CRM architecture, covering essential features like lead management, campaign management, and customer touchpoints. Finally, we discuss CRM strategies aimed at acquisition, retention, loyalty, and cost reduction, while highlighting common pitfalls to avoid.

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Understanding CRM: Operational, Collaborative, and Analytical Aspects for Business Success

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Presentation Transcript

  1. Customer Relationship Management System (Part 2)

  2. ASPECTS OF CRM

  3. Operational • Front office business support • Contact history is recorded • No communication gap • E.g.- call centers, BPO

  4. Collaborative • Direct communication • Cost reduction • Service improvement • E.g.- mail, internet

  5. Analytical • Analysis of customer data • Design and target marketing campaigns • Product and service decision making • Management decisions

  6. ARCHITECTURE

  7. Building blocks of CRM Customer profiling Lead Management Campaign Management Activity management Web service Contact management Call center Field service Opportunity management

  8. CRM SYSTEM Customer touch points Manager view Sales view Marketing view Support view Service view Web Windows Wireless C R M software ROI Support view Automation PIM Opportunity Management Sales Forecasting Project management Legacy applications Web/intranet/extranet Customer database ERP/back office Other applications

  9. CRM STRATEGIES

  10. CRM strategies • Acquisition • Retention • Loyalty • Cost Reduction

  11. Profiling ACQUISITION Search Buying pattern Communication

  12. Improving customer satisfaction RETENTION Updating Need analysis 1to 1 communication

  13. Search Increase LOYALTY Capture

  14. Lower inventory Marketing cost reduction Cost REDUCTION Speedier delivery

  15. Pitfalls of CRM system • Change Management • Poor communication • Weak Leadership • No strategic focus on business value. • Sloppiness to ‘Process and People issue’. • Information handling

  16. Any Questions? Thank you

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