crm mca prince dudhatra 9724949948

8/8/2019 CRM MCA Prince Dudhatra 9724949948

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11 January 2011 prince dudhatra-9724949948 1

CUSTOMER

RELATIONSHIPMANAGEMENT


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Gradual migration from the Sellers market to abuyers market. Customers are much more

informed and demanding than ever before.

Specific efforts are required to acquire and retain

customers and they are not only in marketing andsales but also in other functional areas.

Cost of regaining a lost customer is substantially

higher than the cost of gaining a new customer.

MIS can help in ensuring that appropriate

products and services are made available to

customers at the right time and right place.

Introduction


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The information systems based solutions that focuson customer related business processes came to

be known as Customer Relationship Management

(CRM) solutions.

Even if buyer would not be making purchases over

internet, the buyer would use Internet to get

information about the product, product features and

functionality, prices and discounts available, the

details of sellers and so on.

Many times information about the customers is

residing in form ofinformation islands spread over

different departments within the orgn. E.g.Salesperson attending a Customers call.

Introduction (contd)


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CRMas an Enterprise Solution (contd)

Marketing and Sales team members who areconstantly dealing with customers are in a betterposition to understand customer expectationsand therefore should take lead in CRM

implementation.

CRM solutions started providing expectedbusiness benefits when the marketing and sales

team took the drivers seat in CRMimplementation and IT dept took the enablersseat.


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Change in Organizational Structures

Orgns focus on their products or their internalprocesses for defining their orgn structures,

reporting relationships, procedures and practices.

In todays dynamic and competitive marketplace,

customers are not concerned about how theorganization is structured and how many depts the

orgn has.

What really matters to the customer is the time and

quality of response and not the method by whichthe response was generated.

To restructure the orgn to display a process

approach, rather than functional dept approach.


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HowCRMchanges the marketing setup

It is common to find that different people within theorgn deal with the same customers.

Customer would have to repeat what was said

earlier. There is effort duplication in such orgns.

Many times information about customers andpromises made by the field salesperson during the

last call is not easily available to the person who is

visiting the customer next time.

CRM uses a common information repository. It ispossible to assign single point of contact

responsibility to individuals to deal with specific

customers.


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HowCRMchanges the marketing setup

Effort duplication is reduced and minimized to a great

extent.

When the CRM is web enabled, such information access

can be possible from remote locations.

With appropriate integration with other information

systems in the orgn, information updates are automated

and the need for searching information is eliminated.

E.g. Customers situated in different time zones are in a

position to visit the companys website and get instant

status about the orders in a 7 / 24 basis.Some companies implemented Sales Force Automation

module of CRM that takes away the paperwork and the

effort of gathering and compiling of reports.


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CRM Industry Specific Solutions

The basic concepts of CRM may remain the

same across the industry segments but the

approach is different. E.g. FMCG v/s Small Co.

having few buyers.

One simple plain vanilla solution of CRM is

therefore not a feasible solution and CRM needs

to be configured keeping the industry specificrequirements in the prime focus and using IT as

an enabler for effective implementation.


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CRM for All Organizations

It is a myth that CRM is useful only for largeorgns with a very large customer base distributedin a large geographical area.

There are CRM solutions that are affordable forsmall and medium enterprise (SME) sectorcompanies.

The CRM concept meeting industry specificrequirements could even be implemented with

the help of component or a subsystem of CRMsuch as customer portal on the web.


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CRMArchitectural Approach

The CRM architecture can consider a stand-alone

database that can be integrated with other databases

used in the orgn or could also consider using the same

database through a tightly integrated information system.

Number of vendors of ERP software solutions today offer

solutions that include CRM as one of the components oras a module.

In case of most orgns, all customers cannot be

considered as equals and therefore cannot be treated as

equals. Marketing professionals have different strategiesto deal with different customers.

The CRM implementation team has to closely work with

the marketing professionals in order to map such

strategies.


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Benefits of using a CRMsolution

Sales force productivityimprovementIncrease in Productivity means more output with same input orsame output with reduced input.

With CRM, the sales force is in a position to cover more areasand customers without the need to add resources.

Betterconversionratio betn Inquiries todealsSince information about prospects and quotations submitted isinstantly available, it is possible to maintain proper follow up

and coordinate the sales efforts.This directly or indirectly improves the number of inquiriesbeing converted into sales.


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Reductionin sales cycle timeDeals can be closed faster as the waiting period for

fetching required information is reduced dramatically.

Quick and accurate orderregistrationThere are examples of companies where field

salespersons can send the customer order using SMS

facility on their mobile handsets. By this way, orders

are registered in the system without any delay.

Similarly orders can be registered by the Customers

themselves through the Customer Portal module of

CRM.



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Better call distribution and follow upUsing CRM, a salesperson can set a reminder to call

up a prospect after a given number of days.

Using the call distribution functionality of CRM, service

calls coming from customers in specific geographicalarea can be forwarded to the service person that is

nearest and can move quickly to attend the call.

Improved Customer Service LevelsAn Automobile dealer who has sold a car can know

when the first and second mandatory service would be

due and proactively remind customers about the

servicing of their car.


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Improved Customer Satisfaction Index levelsSuccessful implementation of CRM ensures that the

expectations of the customers are met and even

exceeded to cause customer delight.

This means improvement in customer satisfactionindex.

Better retention and greater customer loyalty

When customers are satisfied and delighted there isbetter chances of retaining such customers and even

creating loyal customers.


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Readymade CRMSolution

Large number of vendors are offering CRM solutions. Itshould have highest percentage fit for specific industry

requirements.

Plus it should be scalable, flexible, cheap, periodic

upgrades and integration with other IS in an orgn.ERP is back-office system and CRM is front-office that

deals with customers.

Integrating the back office with the front office is essential

for making the CRM implementation a success.The task acquires more complexity when the vendors

offering ERP and CRM are different and their systems as

well as the operating platforms are not fully compatible.


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Implementing a CRM

Even after implementing a state-of-the-art CRM solution,

a customer may find it cumbersome to get consistent and

accurate information in the first attempt.

Instead of having approach How to sell product,

implementation of CRM should have approach of How to

make it more convenient for the customer to buy theproduct. The sale of the product will be the automatic

result.

For this, field sales as well as marketing personnel have

to be completely involved right from the design phase.Implementing CRM solution is to be considered as an

activity pertaining to achievement of strategic goals and

needs to be given appropriate importance.


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Influence of Web basedCRM

It is a known fact that prospective customerswould gather product information through theInternet even though the actual buying decisionmay not be made through the Internet.

Companies are allowing their tradingintermediaries as well as customers to placeorders through WWW. E.g. Future Bazaar.

Dell Computers. Configured to Order personalcomputers & laptops. As we select specificcomponent, the screen shows the price. Thissystem may not work for some industries.


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It works forothercompaniesCRM vendor would give a list of companies where their CRM

suite has been implemented successfully.

Every orgn is different and the CRM requirements would be orgn

specific.

The functional managers can prepare their wish-list about aCRM solution and then compare different CRM solutions

available against the wish-list.

Top Management CommitmentCRM is not something that can be delegated to the IT team and

third party implementation partners.

Top mgmt must show commitment by way of sparing time to

participate in strategy formulation, business process mapping

and periodic review throughout the CRM implementation project.

Pitfalls in CRM(contd)


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CallCentre

Call centres can be classified in TWO distinct categories

i.e. Outbound Call Centre & Inbound Call Centre.

From an Outbound call centre, service professionals dial

the numbers of prospective and existing customers for

different activities.

In Inbound call centre, calls are originated from prospectsand customers.

The activities of inbound call centre are dependent of the

type of call centre operations and vary according to the

type of customers, products or services etc.Call centres to have an appropriate IT infrastructure that

allows instant processing of the activities. It may be

located in different geographical territory.


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CallCentre (contd)

Professionals working in such call centres arelocated in different time zones and have to adjustto the language and cultural aspects of thecountry in which customers are located.

Call centres are used for two purposes: 1)Acquiring new customers 2) Retaining andservicing existing customers.

The planning and control of the operations is ofcritical importance and performance monitoringthrough appropriate parameters on periodicbasis is essential.


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crm mca prince dudhatra 9724949948

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