Presentation on
Presentation onPresentation on
1960’s- The Era of Mass Marketing Started……
Gibbs SR toothpaste launched first Black & White TVC of it’s kind
1970’s- Direct mail campaigns and early Telemarketing started
1980’s- Introduction of Niche Marketing
1990’s- Relationship marketing concept is being introduce.
Marketing Keywords CRM Understanding Target Markets
“…. A means of engendering customer loyalty in order to increase revenue and deliver business benefit by focusing on the delivery of customer service throughout an organization”
Analysis of Response Behavior
Developing Loyalty Strategies
Ensuring Business Growth
CRM Defined
Stage State CultureSatisfaction Based Re-Active Meet Customer Needs
Respond to ComplaintsMinimal Evaluation of Customer Service Levels
Performance Based Pro-Active Evaluate Customer PerceptionIdentify Customer Retention Factors
Commitment Based Very Pro-Active Evaluate Multiple Customer Needs Continuous Inbound/Outbound Flow and FeedbackContinuous Improvement
Call Centre
Marketing
Logistics
Agent
Agent
Campaign Planner
Despatch
CUSTOMER
Campaign Data
Place Order
Make Order
Send Advertisement
Call Centre
Marketing
Logistics
Agent
Agent
Campaign Planner
Despatch
CUSTOMER
Campaign Data
Place Order
Make Order
Send Advertisement
End to End Customer Process
Eastman Software Study
Most Important Elements of CRM includes
oProactive Customer Management
oProduct Quality
oA Single Telephone Number
oWeb Address for all Enquiries
CRM Misconception o “New customer-available technology will lead to
less service needs and therefore less people
o “New technology is all about WAP Phones, e-mail
and Internet via PC’s.”
o “I need to throw all my systems away and start
again in the brave new e-world.”
o “The market of one exists.”
Changing Customer Expectation
o A direct service is no longer enough (19 % of
customers are unhappy with am/pm delivery)
o Speed, ease of access, cheaper transactions
o Many customers still like the personal interaction and
two way service
o There is a choice of communications medium and the
customers will choose their access route for acquisition
and retention
o Automation is becoming less acceptable
Developing Technology
o Reduced cost of Surfing
oWeb TVs (Alba/Bush) or set top boxes
o Web Enabled Mobile Phones
o Convergence of Data and Telephony
Summaryo Customer will play a significant role in managing
relationshipso Service models will continue to change ( skills, remuneration, volumes transaction typeso The web will create globalization but will replace the need for peopleo Technology will consolidate.o Develop end to end customer processo Be Interactiveo Provide seamless and integrated choice for customerso Recognize customer individualityo Rethink telephone automation
ANY QUESTIONS