Business process

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CRM success factorsCRM success factors

1.1. Strong international parternerships around Strong international parternerships around CRM Strategies.CRM Strategies.

2.2. Employees at all levels & all areas accurately Employees at all levels & all areas accurately collect information for CRM system.collect information for CRM system.

3.3. CRM tools are customer & employee friendly.CRM tools are customer & employee friendly.

4.4. Report out only the data you use, & use the Report out only the data you use, & use the data you report.data you report.

5.5. Don’t go high-teeh when low tech will do.Don’t go high-teeh when low tech will do.

Customer service profileCustomer service profile

Three important terms areThree important terms are::

1.1. Sales don't equal relationshipsSales don't equal relationships

2.2. Service intends beyond the buyer you need Service intends beyond the buyer you need to consider all the people who touch or who to consider all the people who touch or who are touched by your product or service.are touched by your product or service.

3.3. Service & sales are on the same team.Service & sales are on the same team.

Three level of Service/Sales:Three level of Service/Sales:

Level 3Level 3

Level1Level1:It is initial Transaction.:It is initial Transaction.

• This is the transaction for every business or This is the transaction for every business or organization.organization.

• When initial transaction run smoothly with a When initial transaction run smoothly with a min.it provides a strong foundation for future min.it provides a strong foundation for future business.business.

Level2Level2:It is presents repeat customers here.:It is presents repeat customers here.

• You are focused on getting customer to You are focused on getting customer to return for 2return for 2ndnd, 3, 3rdrd or 4 or 4thth times. times.

• Repeat customers desktop greater economic Repeat customers desktop greater economic & emotional with you.& emotional with you.

• CRM striates tell how much importance to CRM striates tell how much importance to place on repeat customers.place on repeat customers.

Level3Level3:It represents those customers :It represents those customers who are not just satisfied & willing to who are not just satisfied & willing to do business with you gain.do business with you gain.

• These customers activity tell others These customers activity tell others about their positive experience.about their positive experience.

• It is the customer who sees himself in a It is the customer who sees himself in a positive relationship with you who can positive relationship with you who can for you.for you.

Piffles of customer service profilePiffles of customer service profile1.1. Focusing on the Top- Focusing on the Top- It’s personally & It’s personally &

professionally satisfying to have advocates.professionally satisfying to have advocates.

2.2. Focusing on the front door: Focusing on the front door: Initial Initial transaction are critical but they are only one transaction are critical but they are only one step in CRM step in CRM

Keys for initial TransactionKeys for initial Transaction

1.1. Move systems simple.Move systems simple.

2.2. Fangs shows the experience-”The way of Fangs shows the experience-”The way of wind and water”wind and water”

The transaction should progress in a way The transaction should progress in a way that feels natural for customers & that feels natural for customers & employees.employees.

The Chinese practice of analyzing the The Chinese practice of analyzing the building, environment, people, & time in building, environment, people, & time in order to create more harmony, health, order to create more harmony, health, prospects & beauty. prospects & beauty.

Answer of following is a good way to Answer of following is a good way to startstart

• How can you make it easier for customer to How can you make it easier for customer to get to you?get to you?

• How can you streamline the process of How can you streamline the process of doing business?doing business?

• How can you make the service env., How can you make the service env., friendlier & more inviting.friendlier & more inviting.

3.3. Capture for opportunityCapture for opportunity::

• Capture information that will allow you Capture information that will allow you to invite this customer back for another to invite this customer back for another visit.visit.

Management for repeat businessManagement for repeat business• Key 1-Trake the Relationship: Keep the Key 1-Trake the Relationship: Keep the

history of each customer so that can history of each customer so that can evaluate & predict purchase patterns.evaluate & predict purchase patterns.

• Key 2-Alow for variation: Create ways for Key 2-Alow for variation: Create ways for customers to have the experience of customers to have the experience of customizing customizing

• Key 3-Look for opportunities to expand the Key 3-Look for opportunities to expand the relationship:relationship:

1.1. Connect the relationship.Connect the relationship.

2.2. Don’t hold one relationship stage to Don’t hold one relationship stage to another.another.

3.3. Calculate the total value of the customer. Calculate the total value of the customer.

Managing for customer advocacyManaging for customer advocacy

Key 1- Know what’s worth taking aboutKey 1- Know what’s worth taking about

Key 2- Changes worth taking aboutKey 2- Changes worth taking about

Key 3- Prompt advocate to share their Key 3- Prompt advocate to share their recommendation.recommendation.

CRM TechnologyCRM Technology• CRP is a displined Bs to create & sustain CRP is a displined Bs to create & sustain

long term profitable customer relationships.long term profitable customer relationships.• CRM technology is a critical enabler of the CRM technology is a critical enabler of the

process reqd. to turn strategy in to business process reqd. to turn strategy in to business results.results.

• CRM is three types:CRM is three types:1.1. Operational CRMOperational CRM2.2. Analytical CRM Analytical CRM 3.3. Collaborative CRMCollaborative CRM• O-CRM is the customer facing application of O-CRM is the customer facing application of

CRM. This is the ERP-live segment of CRM.CRM. This is the ERP-live segment of CRM.• Typical business functions involving Typical business functions involving

customer service,order,sales & marketing customer service,order,sales & marketing automation are parts of CRM.automation are parts of CRM.

• A-CRM is the capture, storage, extraction, A-CRM is the capture, storage, extraction, processing, interpretation, & reporting of processing, interpretation, & reporting of customer data to a user.customer data to a user.

• The value of the application is not in the The value of the application is not in the algorithm & storage, but also in the ability to algorithm & storage, but also in the ability to individually personalize the response using individually personalize the response using the data.the data.

Collaborative CRMCollaborative CRM

• It is the communication center, the It is the communication center, the coordination network, that provides the coordination network, that provides the neural paths to the customer & his suppliers.neural paths to the customer & his suppliers.

• It could mean a portal, a partner relationship It could mean a portal, a partner relationship msg(PRM) application, or a customer msg(PRM) application, or a customer interaction center (CIC)interaction center (CIC)

• It could mean communication channels such It could mean communication channels such as the web or email, voice applications.as the web or email, voice applications.

CRM technology componentsCRM technology components

1.1. CRM engine: This is a customer data CRM engine: This is a customer data repositions.repositions.

2.2. The data warehouse is where all data on the The data warehouse is where all data on the customer is captured & sutured.customer is captured & sutured.

3.3. This may include basic stuff such as, This may include basic stuff such as, address, phone no, & DOB.address, phone no, & DOB.

4.4. It could include the help support 7 purchase It could include the help support 7 purchase history.history.

5.5. Ultimate purchase is a single gathering Ultimate purchase is a single gathering point for all individual customer view can be point for all individual customer view can be created throughout all the co deptt.created throughout all the co deptt.

6.6. This engine provides the personals station This engine provides the personals station e.g. amazons.e.g. amazons.

Front office situationFront office situation• These are unified application that run on top the These are unified application that run on top the

customer data warehouse (CDW)customer data warehouse (CDW)

• Analysis , reports & easy instant access to this Analysis , reports & easy instant access to this information are hall master of their solution.information are hall master of their solution.

• More specific application provide an element of More specific application provide an element of self-service for the customer.self-service for the customer.

E.g. When we log into amazon.com with E.g. When we log into amazon.com with personal ID & Password, you get specific personal ID & Password, you get specific recommendation that are based on those comp recommendation that are based on those comp lese analytic algorithms, interpreting what it lese analytic algorithms, interpreting what it sees as your preferences in a pretty sophistical sees as your preferences in a pretty sophistical way.way.

• The self service is our ability to act on the The self service is our ability to act on the recommendations.recommendations.

Customer Inter AltonCustomer Inter Alton• CRM increase customer interaction that CRM increase customer interaction that

doesn’t necessarily occur with a human doesn’t necessarily occur with a human being.being.

• The interaction is a critical component of The interaction is a critical component of CRM.CRM.

Customer life cycleCustomer life cycle• The life cycle of the customer is the process, The life cycle of the customer is the process,

the customer has been undergoing to be with the customer has been undergoing to be with you for all these yours.you for all these yours.

• This include the customer’s purchase history, This include the customer’s purchase history, how often one has taken advantages of how often one has taken advantages of special offers.special offers.

Customer InteractionCustomer Interaction• It is convenience & the ability of the It is convenience & the ability of the

customer to get something they need customer to get something they need without having to rely on a busy human without having to rely on a busy human being.being.

• This interaction is a critical component of This interaction is a critical component of CRM-specially the online verity.CRM-specially the online verity.

CRM & E CRMCRM & E CRM• E CRM is the internet based stuff.E CRM is the internet based stuff.

• It is the automated stuff i.e. no person is It is the automated stuff i.e. no person is involved e.g. automated email response.involved e.g. automated email response.

• It has different customer touch points i.e. It has different customer touch points i.e. website, email etcwebsite, email etc

• The term E CRM was first given by people The term E CRM was first given by people who communicating with customers in new who communicating with customers in new ways.ways.

CRM and PortalsCRM and Portals• Portal is a gate way to an array of servicePortal is a gate way to an array of service

• It is a centralized entry point centered on a It is a centralized entry point centered on a web server.web server.

• Links multiple information & interactivity Links multiple information & interactivity sources & allows a personalized view of any sources & allows a personalized view of any or all services.or all services.

• The personalization is ascendible through a The personalization is ascendible through a PW & a user.PW & a user.

• Collection of goods services & information is Collection of goods services & information is universal.universal.

• A good CRM portal aggregates all relevant A good CRM portal aggregates all relevant customer information within a single customer information within a single application or desktop in a format that is application or desktop in a format that is centralized& personalized for the dept. or centralized& personalized for the dept. or individual interacting with the data.individual interacting with the data.

• An ideal portal doesn’t just provide access to An ideal portal doesn’t just provide access to customer data, but becomes a knowledge customer data, but becomes a knowledge base that is tailored to the needs of each base that is tailored to the needs of each different audience.different audience.

• A CRM protocol provides multiple elements A CRM protocol provides multiple elements of web-based, self-service for customer, of web-based, self-service for customer, parters , & employees.parters , & employees.

• It is an enterprise wide web solution that It is an enterprise wide web solution that combines CRM functionality with their combines CRM functionality with their applications.applications.

• It’s purpose to maximize the efficiency of It’s purpose to maximize the efficiency of marketing, sales, & service teams.marketing, sales, & service teams.