1. CUSTOMER RELATIONSHIP MANAGEMENT
Anand Khanna

2. CRM
“Process of creating and maintaining relationships with business customers or consumers”
“A holistic process of identifying, attracting, differentiating, and retaining customers”
“Integrating the firm’s value chain to create enhanced customer value at every step”
“An integrated cross-functional focus on improving customer retention and profitability for the company.”

3. Importance of CRM initiatives
Cost to retain existing customers is lesser than that of acquiring new customers.
Customer classification/Identification
On the a basis of recency, frequency and monetary value model
Customer satisfaction not enough, perceived continuous benefits required for customer loyalty
Importance of CRM initiatives

4. GOAL OF CRM
Enhancing
Retaining
Satisfying
Attracting

5. BUILDING A LONG TERM RELATIONSHIP - FIVE EVOLUTIONARY STAGES
Awareness
Exploration
Expansion
Solidarity
Dissolution

6. DIFFERENCE BETWEEN B2B AND B2C
Parameters
B2B
B2C
Customers
Fewer
Mass
Transactions
Complex
Standard
Negotiations
More
Less
Relationships
Long term
Variable
Sales Process
Longer
Manufacturing process
Customer Specific
Customer Relationship Management
Emphasizes Sales Force
Emphasizes on purchase history(Services )

7. 1. Track client behavior at the most granular level, i.e. transactions
IMPLEMENTATION OF CRM IN B2B - SIX PRINCIPLES OF UNDERSTANDING CUSTOMERS AS INDIVIDUALS
1. Track client behavior at the most granular level, i.e. transactions
2. Analyze your high-value customer base on demand
3. Know the value of your individual customers
4. Differentiate service with selective responses
5. Measure results
6. Live your customers values every day

8. TRACK CLIENT BEHAVIOR AT THE MOST GRANULAR LEVEL, I.E. TRANSACTIONS
Transaction volume – Massive
Revenue lift from additional customer knowledge
Oppurtunity to improve customer profitabilty
To understand customers as individuals extends to tracking end customer data and providing that data to distributor customers.

9. Customer Relationship Management
Bottom-line: The use of information-enabled systems for enhancing individual customer relationships to ensure long-term customer loyalty and retention

10. WHAT CRM STANDS FOR ??? IT IS A TERM USED FOR METHODOLOGIES SOFTWARE
INTERNET CAPABILITY
BUSINESS STRATEGY

11. CRM
ENSURE THAT THE COMPANY ,QUICKLY IDENTIFY , CONTACT, AND, ACQUIRE NEW CUSTOMERS.
OBTAIN BETTER UNDERSTANDING OF THE CUSTOMER
PROVIDE VALUE ADDED SERVICES TO THE EXISTING CUSTOMER
RETENTION OF THE CUSTOMER

12. CRM CUSTOMER CENTRIC COMPETITIVE STRATEGY
CUSTOMERS DEMAND CONSTANT ACCESS , IMMEDIATE RESPONSE AND A PERSONALISED TOUCH
THE NEED TODAY IS ON ADDING VALUE AND PROVIDING DIFFERENTIAL OFFERINGS FOR CUSTOMER SATISFACTION (DELIGHT……. )

13. CRM DOES IT REQUIRE QUALIFIED PROFESSIONALS?
IS IT A WELL DESIGNED PROCESS ?
IS IT LEADING EDGE TECHNOLOGY ?

14. CRM ABILITY TO PROVIDE FASTER RESPONSE TO CUSTOMER ENQUIRY
INCREASE EFFICIENCY THRU AUTOMATION
IDENTIFYING AND TARGETING MOST PROFITABLE CUSTOMERS
DEEPER UNDERSTANDING OF CUSTOMERS

15. CRM RECEIVING CUSTOMER FEEDBACK ABILITY TO MANAGE MARKETING CAMPAIGNS
DOING ONE TO ONE MARKETING
INFORMATION SHARING BETWEEN COMPANY DISTRIBUTORS , PARTNERS AND CUSTOMER

16. Is CRM New? No! Simply an extension of relationship marketing
Builds on customer service and satisfaction concepts
Just the latest buzzword for creating customer orientation
Bottom-line is still the most important link with the customer
Yes!
A shift in corporate philosophy concerning the approach to value delivery
Customer-centric approach to value chain
New and technology-enhanced processes
Focus is not just on bottom-line, but on top-line as well
Goal is to create satisfying experiences across all customer contact points

17. Making CRM Happen Evaluate products and processes customers’ terms.
Analyze the multiple channels through which the company interacts with customers and improve the customer experience
Examine how your company understands its customers. Does it keep good data? How does it get that data? Does information flow between functional areas?
Provide fingertip access to all information.
Analyze human resources and ensure that everyone has an understanding of philosophy of CRM