Presented By Mr Sadam Hussain Indhar Presentation ON CRM
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Presented By Mr Sadam Hussain Indhar
Presentation ON CRM
Marketing: Managing Profitable Marketing: Managing Profitable Customer RelationshipsCustomer Relationships
What is Marketing?
1 - 3
Marketing is managing profitable customer relationships
Attracting new customersRetaining and growing current
customers“Marketing” is NOT synonymous
with “sales” or “advertising”
What is Marketing?
1 - 4
Kotler’s social definition: “Marketing is a social and managerial
process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others.”
What is Marketing?
1 - 5
GoodsServicesExperiencesEventsPersons
PlacesPropertiesOrganizationsInformationIdeas
Many Things Can Be Many Things Can Be Marketed!Marketed!
1 - 6
Needs, wants, and demands
Marketing offers: including
products, services and experiences
Value and satisfaction
Exchange, transactions
and relationships
Markets
Core Marketing ConceptsCore Marketing Concepts
What is Marketing?
Marketing Management
1 - 7
Marketing management is “the art and science of
choosing target markets and building profitable
relationships with them.”Creating, delivering and
communicating superior customer value is key.
Marketing Management
1 - 8
Customer Management:Marketers select customers
that can be served well and profitably.
Demand Management:Marketers must deal with
different demand states ranging from no demand to
too much demand.
Marketing Management
1 - 9
Production concept
Product concept
Selling concept
Marketing concept• Societal marketing conceptSocietal marketing concept
Management OrientationsManagement Orientations
Marketing Management
CRM
1 - 10
CRM – Customer relationship management . . .
“is the overall process of building and maintaining
profitable customer relationships by delivering
superior customer value and satisfaction.”
CRM
1 - 11
It costs 5 to 10 times MORE to attract a new customer than it does to keep a
current customer satisfied.Marketers must be concerned with the
lifetime value of the customer.
CRM
1 - 12
Attracting, retaining and
growing customers
Building customer relationships and customer equity
Customer value/satisfactionPerceptions are keyMeeting/exceeding
expectations creates satisfaction
Loyalty and retentionBenefits of loyalty Loyalty increases as
satisfaction levels increaseDelighting consumers
should be the goalGrowing share of customer
Cross-selling
Key ConceptsKey Concepts
CRM
1 - 13
Customer equityThe total combined
customer lifetime values of all
customers.Measures a firm’s
performance, but in a manner that
looks to the future.
Key ConceptsKey Concepts• Attracting, Attracting,
retaining and retaining and growing growing customerscustomers
• Building Building customer customer relationships relationships and customer and customer equityequity
CRM
1 - 14
Customer relationship levels and tools
Target market typically dictates type
of relationshipBasic relationshipsFull relationships
Customer loyalty and retention programs
Adding financial benefitsAdding social benefitsAdding structural ties
• Attracting, Attracting, retaining and retaining and growing growing customerscustomers
• Building Building customer customer relationships relationships and customer and customer equityequity
Key ConceptsKey Concepts
Marketing Challenges
1 - 15
Technological advances, rapid globalization, and continuing
social and economic shifts are causing marketplace changes.
Major marketing developments can be grouped under the
theme of Connecting.
Marketing Challenges
1 - 16
Via technologyWith customersWith marketing
partnersWith the world
Advances in computers, telecommunications,
video-conferencing, etc. are major forces.
Databases allow for customization of
products, messages and analysis of needs.
The InternetFacilitates anytime,
anywhere connectionsFacilitates CRMCreates marketspaces
ConnectingConnecting
Marketing Challenges
1 - 17
Via technologyWith customersWith marketing
partnersWith the world
Selective relationship management is key.
Customer profitability analysis separates
winners from losers.Growing “share of
customer” Cross-selling and up-
selling are helpful.Direct sales to buyers
are growing.
ConnectingConnecting
Marketing Challenges
1 - 18
Via technologyWith customersWith marketing
partnersWith the world
Partner relationship management
involves:Connecting inside
the companyConnecting with
outside partnersSupply chain
managementStrategic alliances
ConnectingConnecting
Marketing Challenges
1 - 19
Via technologyWith customersWith marketing
partnersWith the world
GlobalizationCompetitionNew opportunities
Greater concern for environmental and
social responsibilityIncreased marketing
by nonprofit and public-sector entities
Social marketing campaigns
ConnectingConnecting
1 - 20
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