1. What is Customer Relationship Management - (CRM)
Latest fad or new business model ?
You will have heard the term at conferences, read about it in magazines and possibly read the latest books about it
Your client may already have a CRM Strategy
But do they have a clear picture in their mind about what it is?`

2. Customer Relationship Management
Characterised as being:
‘Customer Relationship Management (CRM) describes a fundamental business strategy to deliver appropriate personalised products and services and create and maximise customer life-time value.’

3. CRM means... Effective marketing database
Targeted sales and marketing activity
Value creation
Immediate impact on bottom line
Superior growth & profits

4. Why now? Shift from transactional to relationship marketing
Re-structuring of organisations on a strategic basis from function to process
Benefits of using information proactively
Technology availability
Seeing customers as business assets
Trade-off between delivering and extracting customer value

5. What can CRM be? It can be a replacement term for Retention campaigns
It is often used with Loyalty programmes
It is nearly always referred too in the same breath as Call Centres
Some organisations talk about contact strategies
But what is it really about?

6. The question is…….. Customer Relationship Management Which What How
Customers
What
Relationships
How
Delivered

7. CRM Model CRM Strategy Vision Routes to Organisation Market
The model helps us understand:
CRM
Vision
Strategy
Routes to
Market
Organisation
What we wish
to achieve
What customers,
what relationship
How to deliver