CRM
Customer Relationship
Management
Relationship Marketing
• All marketing activities directed towards establishing, developing and maintaining successful relationships.
Customer Relationship Management
• Comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
Importance of CRM
•
•
•
•
Growing de-intermediation process
Growth of the services economy
Emergence of TQM/ JIT/ MRP/ ERP
Advent of digital technology/ complex products/ solution selling
• Hyper competition
• Changing customer expectation
• Globalisation – global account management
CRM Process
CRM Formation
• Purpose
– Improve marketing effectiveness
– Improve marketing efficiency
• Programs
– Continuity Marketing
– One to One Marketing
– Partnering/ Co-Marketing
Program Types
Mass markets
Distributors
B2B Markets
Continuity
Marketing
After marketing
Loyalty programs
Cross Selling
Continous replenishments Efficient customer response programs
Special sourcing arrangements One to One marketing Permission marketing
Personalisation
Customer Business
Development
Key Account
Global Account
Program
Partnering/ Comarketing
Affinity Partnering
Co0branding
Logistics Partnering
Joint Marketing
Strategic Partnering
Co-Design
Co-Development
CRM Process
CRM Governance
• Role Specification
• Communication-with customers and intracompany
• Common Bonds
• Planning process
• Process Alignment
• Employee Motivation
• Monitoring Procedures
CRM Process
CRM Performance Evaluation vis a vis CRM objectives CRM Implementation issues
• Multi department involvement
– Role of IT
Winning markets through effective CRM
•
•
•
•
•
•
•
Traditional Approach to CRM
Customer Contact by
• Telephone
Integration
• Mail with Tech
• In person
Personal Selling
Management
Relationship Marketing
• All marketing activities directed towards establishing, developing and maintaining successful relationships.
Customer Relationship Management
• Comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
Importance of CRM
•
•
•
•
Growing de-intermediation process
Growth of the services economy
Emergence of TQM/ JIT/ MRP/ ERP
Advent of digital technology/ complex products/ solution selling
• Hyper competition
• Changing customer expectation
• Globalisation – global account management
CRM Process
CRM Formation
• Purpose
– Improve marketing effectiveness
– Improve marketing efficiency
• Programs
– Continuity Marketing
– One to One Marketing
– Partnering/ Co-Marketing
Program Types
Mass markets
Distributors
B2B Markets
Continuity
Marketing
After marketing
Loyalty programs
Cross Selling
Continous replenishments Efficient customer response programs
Special sourcing arrangements One to One marketing Permission marketing
Personalisation
Customer Business
Development
Key Account
Global Account
Program
Partnering/ Comarketing
Affinity Partnering
Co0branding
Logistics Partnering
Joint Marketing
Strategic Partnering
Co-Design
Co-Development
CRM Process
CRM Governance
• Role Specification
• Communication-with customers and intracompany
• Common Bonds
• Planning process
• Process Alignment
• Employee Motivation
• Monitoring Procedures
CRM Process
CRM Performance Evaluation vis a vis CRM objectives CRM Implementation issues
• Multi department involvement
– Role of IT
Winning markets through effective CRM
•
•
•
•
•
•
•
Traditional Approach to CRM
Customer Contact by
• Telephone
Integration
• Mail with Tech
• In person
Personal Selling