CRM Process in service marketing

8/19/2019 CRM Process in service marketing

1/25

CRM

Submitted By-

ABHISHEK JAIN

AKSHAY PATIDAR

AKHILESH KUMARSINGH

MUKUL SAXENA

PAYAL JAIN


2/25

CONTENTS

• Obe!ti"e#• CRM P$%!e##• Cu#t%me$

Se&me't(ti%'• Cu#t%me$

D(t(b(#e


3/25

OBJECTI)E O* CRM PROCESS

• T+e %be!ti"e %, CRM $%!e## i# t% ,%$m!u#t%me$#. e$!eti%'# %, ('%$&('i/(ti%' ('d it# $%du!t# t+$%u&+

ide'ti,yi'& !u#t%me$#0 !$e(ti'&!u#t%me$ 1'%23ed&e0 ('d bui3di'&!u#t%me$# $e3(ti%'#+i#4


4/25

CRM PROCESS

• T+e $%!e## !(' be de5'ed (# t+e 2(y i'2+i!+ t+i' ($e d%'e 2it+i' ('%$&('i/(ti%'4

• CRM $%!e##e# i# de5'ed 6t+e (!ti"itie#e$,%$med by t+e %$&('i/(ti%' !%'!e$'i'&t+e m('(&eme't %, t+e !u#t%me$

$e3(ti%'#+i ('d t+e#e (!ti"itie# ($e&$%ued (!!%$di'& t% ( 3%'&itudi'(3 "ie2%, t+e $e3(ti%'#+i64


5/25

CRM P$%!e##e#

Vertical and Horizontal Processes

• Vertical Processes ($e t+%#e t+(t ($e 3%!(ted e'ti$e3y2it+ i' ( bu#i'e## ,u'!ti%'4 *%$ e7(m3e t+e !u#t%me$(!8ui#iti%' $%!e## m(y $e#ide t%t(33y 2it+ i' t+e m($1eti'&de($tme't4 Horizontal processes ($e !$%## ,u'!ti%'(34

T+e 'e2 $%du!t de"e3%me't $%!e## m(y i'"%3"e #(3e#0

m($1eti'& 0 5'('!e ('d $e#e($!+ 9 de"e3%me't &$%u#4

Front-ofce and Back-ofce Processes

• Front-ofce Processes $e,e$ t% t+e !u#t%me$ ,(!i'&$%!e##e# 3i1e !%m3(i't m('(&eme't $%!e## 2+i3e0 Back-ofce Processes $e,e$ t% t+e +idde' ('d '%'-,(!i'&

$%!e##e# ,$%m !u#t%me$# 3i1e t+e $%du!ti%' #!+edu3i'&($t4

Primary and Secondary Processes

• T+e Primary Processes ($e t+e $%!e##e# t+(t +("e m(%$!%#t %$ $e"e'ue im3i!(ti%'# ,%$ %$&('i/(ti%'# 3i1e t+e 3%&i#ti!#$%!e## i' !%u$ie$ %$&('i/(ti%' ('d !3(im# $%!e## i'i'#u$('!e %$&('i/(ti%'# 2+i3e0 t+e Secondary Processes ($et+e $%!e##e# t+(t +("e mi'%$ !%#t %$ $e"e'ue im3i!(ti%' ,%$


6/25

CRM

PERSPECTIVESCUSTOMER *ACING LE)ELCRM PROCESSES

CUSTOMER ORIENTEDCRM PROCESSES

CROSS *UNCTIONAL CRMPROCESSES


7/25

T+e Cu#t%me$-,(!i'& Le"e3

•

CRM $%!e## (t t+e !u#t%me$-,(!i'& 3e"e3 !(' bede5'ed (# 6( #y#tem(ti! $%!e## t% m('(&e !u#t%me$$e3(ti%'#+i i'iti(ti%'0 m(i'te'('!e0 ('d te$mi'(ti%':(!$%## (33 !u#t%me$ !%'t(!t %i't# t% m(7imi/e t+e"(3ue %, t+e $e3(ti%'#+i %$t,%3i%64 – (; Te Initiation Process $e,e$# t% t+e (!ti"itie# t+(t t(1e

3(!e be,%$e %$ i' t+e e($3y #t(&e# %, t+e $e3(ti%'#+i0 #u!+(# ide'ti,yi'& %te'ti(3 !u#t%me$#:

– b; Te Maintenance Process i'!3ude# t+e (!ti"itie# t+(t%$t$(y '%$m(3 !u#t%me$ $e3(ti%'#+i#0 #u!+ (# !$%##-#e33i'&0u-#e33i'&0 %$ $ete'ti%' $%&$(m#: ('d

– !; Te Termination Process i'!3ude# b%t+ t+e (!ti"itie#u#ed t% 5'd ('d #ett3e %' e'di'& ( b(d $e3(ti%'#+i ,%$e7(m3e0 e'di'& t+e $e3(ti%'#+i 2it+ u'$%5t(b3e0 %$ 3%2"(3ue !u#t%me$0 ('d t+e te$mi'(ti%' m('(&eme't (!ti"itie#4


8/25

• CRM !eli"ery Processes ($e t+e $%!e##e# %, di$e!t

!%'t(!t 2it+ !u#t%me$ ('d ($e !%'#ide$ed (# ($t %, t+e!u#t%me$ $%!e## i'!3udi'& !(m(i&' m('(&eme't$%!e##0 #(3e# m('(&eme't $%!e##0 #e$"i!em('(&eme't $%!e##0 ('d !%m3(i't m('(&eme't$%!e##4

• CRM S#pport Processes de(3 2it+ (!!%m3i#+i'&#u%$ti'& u$%#e# t+$%u&+ t+e m($1et $e#e($!+$%!e## ('d 3%y(3ty m('(&eme't $%!e##4

• CRM $nalysis Processes !%'!e't$(te %' !%mbi'i'&

('d ('(3y/i'& t+e !%33e!ted !u#t%me$ 1'%23ed&e i'%t+e$ CRM $%!e##e#0 i'!3udi'& t+e $%!e##e# %,!u#t%me$ #!%$i'& ('d 3e(d m('(&eme't0 !u#t%me$$%53i'& ('d #e&me't(ti%'0 ('d0 ,eedb(!1 ('d1'%23ed&e m('(&eme't4

T+e Cu#t%me$ O$ie'ted CRM P$%!e##e#


9/25

• Te Strate%ic CRM de(3# 2it+ t+e !$e(ti%' %, !u#t%me$-!e't$i!bu#i'e## !u3tu$e by 2+i!+ ( bette$ "(3ue %"e$ !%metit%$# i#!$e(ted t+$%u&+ t(1i'& de!i#i%'# %, 2+e$e t% bette$ i'"e#t t+e%$&('i/(ti%'.# $e#%u$!e#4

• Te &perational CRM de(3# 2it+ !u#t%me$#. $%!e##e#(ut%m(ti%' i'!3udi'& m($1eti'& (ut%m(ti%'0 #(3e#-,%$!e(ut%m(ti%'0 ('d #e$"i!e (ut%m(ti%'4 Oe$(ti%'(3 CRM de(3# 2it+(ut%m(ti%' ('d #t$e(m3i'i'& 2%$1


10/25

T+e C$%## *u'!ti%'(3 CRM P$%!e##

CRMProcess '(

TeStrate%y

!e"elopment

Process

CRMProcess )(Te Val#eCreationProcess

CRMProcess *(Te M#lti-cannel

Inte%ration Process

CRMProcess +(Te

In,ormation

Mana%ement

Process

CRMProcess (

TePer,orman

ce$ssessme

nt Process


11/25

Te Strate%y !e"elopmentProcess

• Te Strate%y !e"elopment Process e'!%m(##e# ('i'te$(!ti"e #et %, #t$(te&i! $%!e##e# t+(t i'(u&u$(te2it+ ( det(i3ed $e"ie2 %, (' %$&('i/(ti%'.# #t$(te&y2+e$e0 t+e ,%!u# 2it+i' t+i# $%!e## i# %' t+e

%$&('i/(ti%'.# – B#siness Strate%y

– C#stomer Strate%y

• B#siness Strate%y i# t% dete!t +%2 it #+%u3d bede"e3%ed ('d e"%3"e %"e$ time0 t+e' it !%u3d i'#ti&(te

2it+ ( $e"ie2 %, t+e %$&('i/(ti%'.# "i#i%'0 ('d t+ei'du#t$y ('d !%metiti"e e'"i$%'me't 4

• C#stomer Strate%y e't(i3# t+e ide'ti5!(ti%' %, t+ee7i#ti'& ('d %te'ti(3 !u#t%me$ b(#e ('d $e!%&'iti%' %,

t+e m%#t ($%$i(te ,%$m %, !u#t%me$ #e&me't(ti%'4


12/25

Te Val#e Creation Process

• Te Val#e Creation Process0 i' t+i# $%!e##0

$%&$(m# ,%$ e7t$(!ti'& ('d de3i"e$i'& "(3ue ($ede"e3%ed b(#ed %' t+e %utut# %, t+e #t$(te&yde"e3%me't $%!e##4

• T+e e3eme't# %, t+i# $%!e## ($e

– T+e "(3ue t+e !u#t%me$ $e!ei"e# ('d t+e "(3ue t+e%$&('i/(ti%' $e!ei"e#

• Te "al#e c#stomer recei"es $e,e$# t% +%2 t+e !u#t%me$e"(3u(te t+e $e3(ti"e im%$t('!e %, t+e "($i%u# (tt$ibute# %,$%du!t# ('d #e$"i!e# %, (' %$&('i/(ti%' 2+i3e0 te "al#e te

or%anization recei"es $e,e$# t% t+e !u#t%me$ "(3ue t+(t $e#u3t,$%m i'!%$%$(ti'& t+e !u#t%me$ i' t+e $%du!ti%' %, t+e $%du!t#('d #e$"i!e#0 ('d t+e uti3i/(ti%' %, e'+('!ed (!8ui#iti%' ('d$ete'ti%' #t$(te&ie# ('d e?e!ti"e !+(''e3 m('(&eme't4

– M(7imi/i'& t+e 3i,etime "(3ue %, de#i$ed !u#t%me$ #e&me't#

• By t+e #u!!e##,u3 m('(&eme't %, t+e t+i# "(3ue e7!+('&e %, t+e

!%-!$e(ti%' %$ !%$%du!ti%' $%!e##4


13/25

Te M#lticannel Inte%rationProcess

• Te M#lticannel Inte%ration Process0 i' t+i#$%!e##0 "(3ue-(ddi'& (!ti"itie# ($e !$e(ted 2it+!u#t%me$# b(#ed %' t+e %utut# ,$%m t+e #t$(te&yde"e3%me't $%!e## ('d t+e "(3ue !$e(ti%'

$%!e##4

• T+e ,%!u# %, t+i# $%!e## i# %' de!idi'& – (; 2+(t !+(''e3# t% be u#ed >e4&4 #(3e# ,%$!e0 %ut3et#0

te3e+%'y0 di$e!t m($1eti'&0 e-!%mme$!e0 ('d m-

!%mme$!e; 0 – b; e'#u$i'& +i&+3y %#iti"e i'te$(!ti%' t+$%u&+ t+e u#ed

!+(''e3#0 ('d

– !; !$e(ti'& ( #i'&3e u'i5ed "ie2 %, t+e !u#t%me$ (t t+ei'te$(!ti%' t+$%u&+ m%$e t+(' %'e !+(''e34


14/25

Val#e CreationProcess

Strate%y

!e"elopment Process

B#sinessStrate%y

C#stomerStrate%y

Val#eC#stomerRecei"es

Val#e&r%anizati

onRecei"es

Sareolder Res#lts

Per,ormance

Monitorin%

STR$TE.ICCRM

&PER$TI&/$0CRM

M#lti-CannelInte%rationProcess

C#stomer

Se%ment

0i,etimeVal#e

$nalysis

In,ormation Mana%ement Process

Pysical1 Virt#al

Cannels

Inte%rat

edCannelMana%ement

Per,ormanc

e$ssessment Process

$/$02TIC$0

CRM


15/25

Te In,ormation Mana%ement Process

• Te In,ormation Mana%ement Process

i' 2+i!+ !u#t%me$ d(t( ('d i',%$m(ti%' i#&(t+e$ed ,$%m !u#t%me$ !%'t(!t %i't# ('du#ed t% !$e(te $%e$ m($1eti'& $e#%'#e#4

•I' (dditi%'0 it i'"%3"e# i'iti(ti'& !u#t%me$i'#i&+t t+(t !(' be u#ed t% b%%#t t+e8u(3ity %, t+e !u#t%me$ e7e$ie'!e4

• It# e3eme't# ($e – D(t( Re%#it%$y0

– IT Sy#tem#0

– A'(3yti!(3 T%%3#0 ('d

– *$%'t O=!e ('d B(!1 O=!e A3i!(ti%'#


16/25

Te Per,ormance $ssessmentProcess

• Te Per,ormance $ssessmentProcess i' 2+i!+ t+e (##u$i'& %,(!+ie"i'& (' %$&('i/(ti%'.# #t$(te&i!

(im# i' te$m# %, CRM t% ( #(ti#,(!t%$y#t('d($d i# !%"e$ed ('d t+e b(#i# ,%$,utu$e im$%"eme't i# e#t(b3i#+ed4

•

It# !%m%'e't# ($e – S+($e+%3de$ Re#u3t# ('d

– Pe$,%$m('!e M%'it%$i'&4


17/25

T+e$e ($e "($i%u# e$#e!ti"e# %, CRM $%!e##e#0

+%2e"e$0 t+e !$%##-,u'!ti%'(3 CRM $%!e##e#e$#e!ti"e i# t+e m%#t !%m$e+e'#i"e0 det(i3ed0('d !%m3eme't($y e$#e!ti"e4 T+e %t+e$e$#e!ti"e# !(' be #ee' (# embedded i' t+e

!$%##-,u'!ti%'(3 e$#e!ti"e4*%$ e7(m3e0 t+e !u#t%me$ ,(!i'& 3e"e3 $%!e##e#($e i'!3uded i' t+e mu3ti-!+(''e3 i'te&$(ti%'$%!e##4 T+e #(me t+i'& i# t$ue $e&($di'& t+e

!u#t%me$-%$ie'ted CRM $%!e##e# e$#e!ti"e2+e$e0 t+e t+$ee $%!e##e# 2it+i' t+i# e$#e!ti"e:CRM de3i"e$y0 #u%$t0 ('d ('(3y#i# $%!e##e# !('be ,%u'd $e#e!ti"e3y embedded i' t+e mu3ti-

!+(''e3 i'te&$(ti%' $%!e##0 t+e "(3ue !$e(ti%'$%!e##0 ('d t+e i',%$m(ti%' m('(&eme't


18/25

• A'%t+e$ e7(m3e0 i, 2e 3%%1 (t t+e !u#t%me$ ,(!i'& 3e"e3$%!e##e#0 it $%"ide# ( "e$y i'iti(3 ('d &e'e$(3 t+eme(b%ut 2+(t +(e' (t m('(&i'& t+e !u#t%me$

$e3(ti%'#+i#4• T+e !u#t%me$ ,(!i'& 3e"e3 $%!e##e# e$#e!ti"e e73(i'#

t+(t t+e $%!e## %, CRM #t(t# 2it+ i'iti(ti'& ( $e3(ti%'#+i2it+ t+e !u#t%me$0 t+e' t$yi'& t% m(i't(i' ('d e'+('!et+e $e3(ti%'#+i ('d 5'(33y0 %'!e t+e $e3(ti%'#+i be!%me#

u'$%5t(b3e0 it !(' be te$mi'(ted ('d t+e %$&('i/(ti%' !('&et $id %, t+e !u#t%me$4

• O' t+e !%'t$($y0 t+e M(!$%-3e"e3 CRM $%!e##e#e$#e!ti"e #+%2' ( t2% +i&+ 3e"e3 CRM $%!e##e# (t t+e%$&('i/(ti%'(3 3e"e34 T+i# e$#e!ti"e $e"%3"e# ($%u'd

!$e(ti'& ('d !(tu$i'& !u#t%me$ 1'%23ed&e ('d e73%iti'&t+i# 1'%23ed&e i' !$e(ti'& ('d m('(&i'& t+e i'te$(!ti%'2it+ !u#t%me$#4

• T+u#0 t+e !$%##-,u'!ti%'(3 CRM $%!e##e# e$#e!ti"e i# t+em%#t e$"(#i"e e$#e!ti"e %, CRM (# it e73(i' '%t %'3y

3i#t %, me$e $%!e##e# but (3#% it e73(i'# t+e '(tu$e %,


19/25

C#stomer Se%mentation

• Cu#t%me$ #e&me't(ti%' i# t+e $(!ti!e%, di"idi'& ( !u#t%me$ b(#e i't% &$%u#%, i'di"idu(3# t+(t ($e #imi3($ i' #e!i5!

2(y# $e3e"('t t% m($1eti'&0 #u!+ (#(&e0 &e'de$0 i'te$e#t# ('d #e'di'&+(bit#4

•

Cu#t%me$ #e&me't(ti%'0 (3#% !(33ed!%'#ume$ #e&me't(ti%' %$ !3ie't#e&me't(ti%'4


20/25

• C%m('ie# em3%yi'& !u#t%me$#e&me't(ti%' %e$(te u'de$ t+e ,(!t t+(t

e"e$y !u#t%me$ i# di?e$e't ('d t+(t t+ei$m($1eti'& e?%$t# 2%u3d be bette$ #e$"ed i,t+ey t($&et #e!i5!0 #m(33e$ &$%u# 2it+me##(&e# t+(t t+%#e !%'#ume$# 2%u3d 5'd$e3e"('t ('d 3e(d t+em t% buy #%met+i'&4

• C%m('ie# (3#% +%e t% &(i' ( deee$u'de$#t('di'& %, t+ei$ !u#t%me$#.

$e,e$e'!e# ('d 'eed# 2it+ t+e ide( %,di#!%"e$i'& 2+(t e(!+ #e&me't 5'd# m%#t"(3u(b3e t% m%$e (!!u$(te3y t(i3%$m($1eti'& m(te$i(3# t%2($d t+(t #e&me't4


21/25

• Cu#t%me$ #e&me't(ti%' $e3ie# %'

ide'ti,yi'& 1ey di?e$e'ti(t%$# t+(t di"ide!u#t%me$# i't% &$%u# t+(t !(' be t($&eted4

• I',%$m(ti%' #u!+ (# ( !u#t%me$#. – !emo%rapics >(&e0 $(!e0 $e3i&i%'0 &e'de$0

,(mi3y #i/e0 et+'i!ity0 i'!%me0 edu!(ti%' 3e"e3;0 – .eo%rapy >2+e$e t+ey 3i"e ('d 2%$1;0

– Psyco%rapic >#%!i(3 !3(##0 3i,e#ty3e ('de$#%'(3ity !+($(!te$i#ti!#; ('d

– Bea"ioral >#e'di'&0 !%'#umti%'0 u#(&e ('dde#i$ed be'e5t#; te'de'!ie# ($e t(1e' i't%

(!!%u't 2+e' dete$mi'i'& !u#t%me$

#e&me't(ti%' $(!ti!e#4


22/25

CUSTOMER DATABASE

• C#stomer !ata3ase i# %'e %, t+e im%$t('t!%m%'e't %, CRM i',$(#t$u!tu$e by 2+i!+ 2e !('!(tu$e0 %$&('i/e0 $e#e't0 ('(3y/e !u#t%me$#e!i5! d(t( i' %$de$ t% ide'ti,y #(3e# %%$tu'itie#

('d (dd$e## $%du!t de"e3%me't ('d de3i"e$y$e8ui$eme't#4

• A C#stomer !ata3ase i# t+e !%33e!ti%' %,i',%$m(ti%' t+(t i# &(t+e$ed ,$%m e(!+ e$#%'4 T+e

d(t(b(#e m(y i'!3ude !%'t(!t i',%$m(ti%'0 3i1e t+ee$#%'.# '(me0 (dd$e##0 +%'e 'umbe$0 ('d e-m(i3(dd$e##4 T+e d(t(b(#e m(y (3#% i'!3ude (#tu$!+(#e# ('d ,utu$e 'eed#4


23/25

Be'e5t# %, ( Cu#t%me$ D(t(b(#e

•

Better Ser"ice - Bu#i'e##e# m(y (#1 8ue#ti%'# %,t+ei$ !u#t%me$# t% $%"ide bette$ #e$"i!e4

• Follo4-5p - H("i'& ( d(t(b(#e !(' +e3 ( bu#i'e##1ee i' !%'t(!t 2it+ !u#t%me$#4 T+i# +e3# bui3d 3%y(3ty('d $ee(t bu#i'e##4 C%'#i#te't0 $ee(t !u#t%me$# !('

be ide'ti5ed ('d !%'t(!ted 2it+ #e!i(3 %?e$# t+(t ($et($&eted t% (!ti"e !3ie't#4 C%'"e$#e3y0 t+e d(t(b(#e!(' (3#% +e3 ide'ti,y !u#t%me$# 2+% +("e '%tu$!+(#ed ,$%m t+e !%m('y ,%$ (' e7te'ded e$i%d %,time0 %$ 2+% %'3y u$!+(#ed %'!e4

• Comm#nication - H("i'& ( !u#t%me$ d(t(b(#e$%"ide# (!!e## t% !%'t(!t i',%$m(ti%'4 T+i# (33%2#(%i'tme't# t% be !%'5$med0 !u#t%me$# t% bet$(!1ed0 ('d !3ie't# t% be !%'t(!ted4


24/25

I' CRM >Cu#t%me$ Re3(ti%'#+i M('(&eme't;0 CRM #%,t2($e i#

( !(te&%$y %, #%,t2($e t+(t !%"e$# ( b$%(d #et %, (3i!(ti%'#

('d #%,t2($e de#i&'ed t% +e3 bu#i'e##e# m('(&e !u#t%me$

d(t( ('d !u#t%me$ i'te$(!ti%'0 (!!e## bu#i'e## i',%$m(ti%'0

(ut%m(te #(3e#0 m($1eti'& ('d !u#t%me$ #u%$t ('d (3#%

m('(&e em3%yee0 "e'd%$ ('d ($t'e$ $e3(ti%'#+i#4 Tyi!(33y0

CRM #%,t2($e i# u#ed i' t+e e'te$$i#e0 +%2e"e$ m('y $%du!t#

#!(3e t% ( bu#i'e## %, ('y #i/e4

CRMSO*TARE

Fore6ample-


25/25

T+('1

Y%u *%$ Y%u$

Su%$t

CRM Process in service marketing

Documents