Transcript • Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. • It involves using technology to.

• Customer relationship management (CRM) is
a model for managing a company’s
interactions with current and
future customers.
• It involves using technology to organize,
automate, and
synchronize sales, marketing, customer
service, and technical support
• CRM systems for marketing track and measure
campaigns over multiple channels, such as email,
search, social media, telephone and direct mail.
These systems track clicks, responses, leads and
deals.
• CRM systems can be used to create, assign and
manage requests made by customers, such as call
center software which helps direct customers to
agents. CRM software can also be used to identify
and reward loyal customers over a period of time.
• CRM systems can automatically suggest suitable
appointment times to customers via e-mail or the web.
These can then be synchronized with the
representative or agent's calendar.
• CRM often makes use of social media to build up
customer relationships. Some CRM systems
integrate social media sites like Twitter,
LinkedIn and Facebook to track and communicate with
customers sharing their opinions and experiences with
a company, products and services.
• Customer Relationship Management is the newest and
the most innovative innovations of recent time in order
to provide better service to customer. CRM is always a
helpful tool for the management and customer service
stuffs which cope up with customer concerns and
issues. CRM involves accumulating a lot of data about
the customer. And when all the data of customer are
being captured, it is then used to facilitate customer
service transaction by making the information needed
to resolve the issue or concern readily available in
order to deal with the customers.
• CRM system’s generated reports are also
invaluable to your advertising and marketing
planners, as they will be able to pinpoint which
ideas and which don’t. CRM system is the main
reason where you will be able to release to
release advertisements or plan marketing
campaigns more in tune with your target market
as well as the target audiences. CRM also leads to
more responses to your advertisement and a
more effective marketing campaign.
• However, it might not be easy as it seems to
produce successful integration of CRM
Customer Relationship Management system in
your company. It might give you an insight,
why CRM systems fail in companies because
most companies it difficult and they fail to
prepare for CRM review systems.
• By doing this, means that most companies fail
to integrate all the departments that needs to
be shared the information for it, to get the
effective results. Furthermore, CRM units
scattered all over the company’s departments
is often more effective than just making one
big CRM department. This will ensure that
each department will get the information and
data that they need.
• In order to expand your business a CRM review
system plays the important role. Through CRM
systems, which are capable of handling enormous
amounts of data, apart from that, it will also help
you a lot in coping with increased numbers of
customers and data. With a CRM customer
relationship management installed and properly
utilized, and by doing this, it assures all data will
be maximized and also ensures that your
business will be successful and your customers a
lot more satisfied than before.
Relationship selling
• Relationship selling is all about building a
friendship or relationship with your prospects
and listening to their needs. Once you've built
that relationship, shown you care, and earned
their trust, you are on the road to making
them a customer.
Why Relationship Selling?
1. Raises the level of ‘Exchange’
2. Builds a ‘Brand Reputation’ in the market
– what are you known for?
3. Creates a Competitive Advantage
4. Creates a ‘Barrier to Entry’ into your market
5. Raises ‘Switching Costs’ within your market
6. Constant source of new business referrals
7. More pleasant way to do ‘business’
Building Customer Relationship
Relationship Selling
Competencies
Competency
1. Prepare
Description
Planning & Preparation
2. Target
3. Connect
4. Assess
5. Solve
6. Commit
Prospecting
Connect with all client
types
Interviewing & fact
finding skills
How you can solve the
problem
Trust
Trust is a Magic word.
It means people believe what you say about
yourself
It means you have an obligation to those who gave
you their trust
• Make small agreements
• Keep them
CRM CYCLE
Significance of CRM
• Helps the organization to interact with the
customers
• Assists in taking feedbacks and opinions
• Creates strong bonding and relation with
customers
• Helps in increasing the brand image of the
organization
• Increases profits by satisfying the customers
Implementation of CRM
• CRM is an enterprise application that is used
by virtually everyone across the firm. When
deployed in an organization, CRM solutions
aggregate vast amounts of information to
create a pool of knowledge that can be used
to prospect new business, validate leads,
analyze processes and more. Following are
five simple steps that can help put your
organization on the path to CRM success.
1. The success of a CRM implementation rests
on the shoulders of a workforce that is willing
to share information about clients and
contacts. However, this “collaborative”
mentality flies in the face of the culture within
some professional services firms. For better or
worse, many professional services
practitioners are skeptical of sharing contact
information for fear of losing opportunities to
generate work that they can produce
• 2. One of the greatest mistakes a management
team can make is to force-feed new
technology across the organization. This is
particularly true with a CRM implementation.
As firm management prepares for a CRM
rollout, planning and patience are critical.
Working with the implementation team from
the software developer, management should
agree upon a plan of phasing software use
across the firm.
3. Successful CRM implementations start and
end at the top. Firms simply cannot achieve
success without full management buy-in, nor
can management set the process in motion
and walk away. As a rule, successful CRM
implementations are characterized as those in
which management leads by example. Rollingout a CRM solution takes hard work, but the
benefits are substantial.
4. The process of fitting a CRM solution into a
professional services organization provides a
wonderful opportunity to evaluate processes
and procedures across the firm. Working with
the implementation team from the software
provider, firm management should review,
analyze and evaluate the firm’s procedures as
well as all of the data sources that will be
migrated into the CRM solution.
5. While teaming with the right solution
provider is important to every software
implementation, it is absolutely critical when
dealing with a CRM solution. The way CRM is
utilized by a professional services firm differs
greatly from the way CRM is used by a
product-oriented organization. Therefore, it is
critical for services-based organizations to
choose a software provider that specializes in
professional services solutions.
Types of CRM
• Operational CRM – It consists of the following
functions –
– Marketing automation
– Sales force automation
– Service automation
Analytical CRM
• This is a CRM type that maintains the analysis
and operations of an organizational backoffice. Here, the sales are not done directly to
the customers. This type is made in a mode to
analyze critically the information, the
demographics and anything else relating to
the customers. The sole aim of analytical CRM
towards the organization is developing,
supporting and enhancing the decisionmaking in the organization.
Strategic CRM
• The role of this CRM type is to focus and
improve the knowledge of the customer and
utilize it in enhancing and customizing the
customers’ interactions in sustaining a strong
relationship with them.