Customer Relationship Management

Customer Relationship Management (NESTLENESTLE)

PREPARED AND PRESENTED BY:-PREPARED AND PRESENTED BY:-SHVETA BHATIASHVETA BHATIAVARUN JOSHI VARUN JOSHI

SUNNY GROVERSUNNY GROVERVISHAKH VARUN VISHAKH VARUN WASEEM AHMADWASEEM AHMAD

SHIKHA VERMASHIKHA VERMA

TYPES OF CRM:-1.OPERATIONAL2. ANALYTICAL1+2 =CAMPAIGN MGMT

From marketing aspect, CRM is defined by as a combination of business

process and technology that seeks to understand a company’s

customers from the perspective of who they are, what they do, and

what they are like.

FEATURES OF CRMFEATURES OF CRM

Front office operations Front office operations Back office operations Back office operations

Business relationships Business relationships AnalysisAnalysis

These can be differentiated in following 4 parts :-These can be differentiated in following 4 parts :-

• Nestle's relationship with India started in1912, when it began trading as The Nestle Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market.

• Nestle is the world's largest and most diversified food company.

• It has around 2,50,000 employees worldwide, operated 500 factories in approximately 100 countries and offers over 8,000 products to millions of consumers universally.

• Some of the famous brands of Nestle are NESCAFE, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE, MILKMAID, NESTEA, NESTLE Milk, NESTLE SLIM Milk, NESTLE Fresh 'n' Natural Dahi and NESTLE Jeera Raita

NESTLE and CRM

CRM OBJECTIVE - NESTLECRM OBJECTIVE - NESTLE

• Building a Relationship….Building a Relationship….

Customer Relations Marketing means deepening the relationship with consumers, which involves extra effort in talking to and listening to them regularly.

Getting FeedbackGetting Feedback

The Nestlé Care Center is an important channel in the dialogue with consumers to welcome feedback.

In attending to product complaints, Nestlé’s protocol includes visits by field representatives to consumers’ homes, and laboratory analysis of the products concerned.

Nestle Embraces Loyalty Scheme to Reach Buyers

Nestle Food Services and Young's Bluecrest have adopted a CRM programmer designed to help them get closer to customers in the catering trade.

Foodservice Rewards is a loyalty programmer that allows manufacturers to collect data on businesses.

NESTLE DIVISIONS OF CRMNESTLE DIVISIONS OF CRMTra

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Process Control Systems

Enterprise Collaboration SystemsEnterprise Collaboration Systems

Transaction Processing SystemTransaction Processing System

•In this segment Nestle process data resulting from business transactions, update In this segment Nestle process data resulting from business transactions, update operational databases, and produce business documents. Like they use TPS in sales & operational databases, and produce business documents. Like they use TPS in sales & inventory processing and accounting systems. And Nestle use this system to find out the inventory processing and accounting systems. And Nestle use this system to find out the Point-of-Sales or Sales Data from all over its subsidiaries. Point-of-Sales or Sales Data from all over its subsidiaries.

Process Control SystemsProcess Control Systems•Nestle use PCS as production control system. Nestle use this system in its food Nestle use PCS as production control system. Nestle use this system in its food department. They use electronic sensors linked to computers to continuous monitor department. They use electronic sensors linked to computers to continuous monitor food material processes & made instant (real time) adjustments. food material processes & made instant (real time) adjustments.

Enterprise Collaboration Systems

•In this segment Nestle considering Team & Workgroup Collaboration within and outside the In this segment Nestle considering Team & Workgroup Collaboration within and outside the boundaries of the organization. Like e-mail, chat, videoconferencing groupware systems. For boundaries of the organization. Like e-mail, chat, videoconferencing groupware systems. For example knowledge workers in a project team may use e-mail to send and receive electronic example knowledge workers in a project team may use e-mail to send and receive electronic messages.messages.

BENEFITS FOR NESTLE-IN USING BENEFITS FOR NESTLE-IN USING CRM-CRM-DIAGRAMATIC VIEWDIAGRAMATIC VIEW

A major benefit can be the development of better A major benefit can be the development of better relations with your existing customers.relations with your existing customers.

which can lead to:• increased sales through better increased sales through better

timing due to anticipating needs timing due to anticipating needs based on historic trends.based on historic trends.

• identifying needs more identifying needs more effectively by understanding effectively by understanding specific customer requirements.specific customer requirements.

• cross-selling of other products cross-selling of other products by highlighting and suggesting by highlighting and suggesting alternatives or enhancements.alternatives or enhancements.

• identifying which of your identifying which of your customers are profitable and customers are profitable and which are not.which are not.

WHICH CAN FURTHER LEAD TO :-

• Effective targeted marketing Effective targeted marketing communications aimed communications aimed specifically at customer specifically at customer needsneeds

• A more personal approach A more personal approach and the development of and the development of new or improved products new or improved products and services in order to win and services in order to win more business in the futuremore business in the future

WHICH WOULD ULTIMATELY LEAD WHICH WOULD ULTIMATELY LEAD TO..TO..

• Enhanced customer satisfaction and retention, ensuring that Enhanced customer satisfaction and retention, ensuring that your good reputation in the marketplace continues to grow.your good reputation in the marketplace continues to grow.

• Increased value from your existing customers and reduced cost Increased value from your existing customers and reduced cost associated with supporting and servicing them, increasing your associated with supporting and servicing them, increasing your overall efficiency and reducing total cost of sales.overall efficiency and reducing total cost of sales.

• Improved profitability by focusing on the most profitable Improved profitability by focusing on the most profitable customers and dealing with the unprofitable in more cost customers and dealing with the unprofitable in more cost effective ways.effective ways.