1. Customer Relationship Management (CRM) System Concepts
Overview
Presenter: Alexander Jejelava,
Director of Corporate Solutions Department

2. Objective
Overview of Bank’s major objectives related to Customer Relations
Demonstration of the System’s functionality connected with business objectives

3. Main objectives of customer relationship management
Improving customer loyalty, achievement of long-term and productive partnership
Improving sales activity and measuring the results
Replacing individual approaches with the sales system
Achieving unified high quality of service throughout the company
Measuring marketing returns

4. Improving customer loyalty
Complete customer information database
General and contact information
Products/Services sold
Problems, requests and complaints
Past revenues
Competitors’ activity
Customer interdependencies
Centralized storage and updates

5. Improving customer loyalty (continues)

6. Improving customer loyalty (continues)

7. Improving customer loyalty (continues)
Complete information about the products – improving cross-selling
Product literature
Competitors’ products
Centralized storage and update
Management Reports
Sales by customer groups and other dimensions

8. Improving sales activity and measuring the results
Lead and Opportunity Management
Leads and lead sources
Separation of lead-generation and lead-processing processes
Detailed information about lost and cancelled opportunities
Detailed logging of customer interactions
Phone calls
Appointments
Letters
Tasks

9. Lead and opportunity management

10. Lead and opportunity management

11. Creating the sales system
Easing staff turnover implications
Easy transfer of customer-related information, collective memory
Knowledge accumulation in the company instead of individual salesmen
Standardization of sales business processes
Improving sales efficiency with existing staff qualifications
Product literature
Customer history
Knowledge base
Information about competitors and their products

12. Improving service quality
Customer information request processing standardization
Complaint and problem escalation
Parallel control
Statistics of problem creation and solution
Better understanding of customer complaints and requests through careful analysis

13. Improving service quality

14. Measuring marketing returns
Lead sources
Lead generation by source
Customers by lead source
Sales by lead source
Product performance
Won/Lost opportunities by product
Information about competitors’ activity

15. Improving management control
Detailed information about customers
Powerful reporting
New parameters of planning and control
Closing the gap between top management and customers

16. Questions and Answers