Final eb ch p customer relationship management

Customer Relationship Management

AGENDA

•Introduction to CRM•CRM Initiatives•CRM System•Context of CRM•Changes in the environment•CRM Success Factor•CRM Perspective•Q/A

What is Customer Relationship ManagementCRM ?

▫CRM is the development and maintenance of mutually beneficial long-term relationships with strategically significant customers.

▫(Francis Buttle)▫CRM is a business strategy designed to

optimize profitability, revenue and customer satisfaction.

▫(Gartner)

Customer Relationship Management

Customer:We have usually three types of

customers1.Current2.Future3.Past

Relationships

We have usually five steps of relationship

1.General Relationship (Personal)2.Personal Relationship (Long Term)3.Long Term Relationship (Satisfied)

4.Satisfied Relationship (Delighted)

5.Delighted Relationship (Loyal)

Management:We have four major keys in

management1.Tool2.Process

3.Method4.Strategy

Customer Relationship Management

Introduction to CRM

•An integrated cross-functional focus on improving customer retention and profitability for the company.

•CRM is all about “Enriching Relationships”.

•Ultimate goal is Customer loyalty and Customer profitability (CP)

CRM

Functions of CRM

Customer Satisfaction Hierarchy

CRM Success Factor

• Clarity in Intension and the CRM strategy.

• CRM tools are customer and employee friendly.

• Report out only the data you use, and use the data you report.

• Strong internal partnership around the CRM strategy.

“Business are not to paid to reform customers, they are paid to satisfy

customers” Peter

Ducker

CRM Initiatives

Operational CRM• Focused on customer convenience

• Integrating Customer Information from multiple channel

• To bring operational improvement and excellence.

• Sales automation – Web Based Sales

• (Reduction in Transaction Cost of Business)

Organization Selected

•HBL- Habib Bank Private Ltd

•Having 1,450 branches across the country and a customer base exceeding five million

•HBL implements Unison 2.0- Avanza’s Enterprise CRM Solution.

CRM Comprise

•The high level solution includes the following:

Customer Portfolio Management Inbound Agent Desktop Outbound module Campaign Management Sales Force automation Multi-institution module MIS reporting

The Context of CRM

• Technological Innovation

• Market Transformation

• Time Saving

• Advent of a Global operating environment

• Imperative to create an ongoing dialogue with customers.

Changes in the Environment

• Independent Stores• Mass Advertising• Network Television• One Plan or Product to Fit All• Chain of Stores• Segmented Messaging• Customized Plan / Product

CRM Perspective

Q/A