Crm A Vehicle Care Service Case Study

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CUSTOMER RELATIONSHIP MANAGEMENT

Expanding the Customer Share in CleanCars

04/07/2023

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Group Members

V. Dinusha

S. Saatviga

S.Y.Y.D. Wickramasinghe

K.T. Wickramasooriya

D. Wijethilake

04/07/2023

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Contents

Introduction CRM for Clean Cars

Rationale Improved Customer Orientation Project Plan Operational CRM

Sales Marketing Customer Service

Reports Benefits

Conclusion Reference

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Introduction

CleanCars Sri Lankan Company setup in 2005 Experience scientific and professional vehicle care 10 Branches 5 in Colombo & 5 in Outstation

Staff

Communication Email & Fax SMS & Voice

StaffPromotion TeamsCorporate Sales & Marketing

TeamRetail Sales & Marketing

TeamAdministration Staff

Workflow Staff

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Introduction cont.

Customer Attraction Preventive Maintenance System Total Cleaning of Exterior & Interior

Customer Segmentation CorporateCleanCar+ CleanCar+Gold CleanCar+Silver CleanCar+Bronz

Services Offered Vehicle Care Services

Quick Detailing, Interior Detailing, Exterior Detailing, Leather Care, Fabric Guard, Odor Removal, Window Tint &3M Customized Car Matting

Preventive Maintenance Servicing/ Maintenance & Wheel Alignment

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6 CRM for CleanCars

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Rationale

CRM Acquire, Retain & Partner Selective Customers Superior Value Company & the Customer Encompass Sales, Marketing and Service functions

CRM in Automotive Industry Expert Viewpoint Vehicles Highly personalized commodities Companies need to track customer preferences Competitive Edge Match expected with actual service

offerings CRM for CleanCars

Empower Employees Uniform Service in all branches Customer Analysis

Cross Selling & Up Selling Proactive Business

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Improved Customer Orientation Philosophical Endeavor

Product Centricity Customer Centricity Tailored Services Individual/Segmented Customers

Primed Best Practices Manage & Integrate Holistic Approach Sales, Marketing & Service Processes

Technology Utilization Automation & Integration Collaborate Stakeholders + Uniformity Centralized Data

Repository Channel Management

Uniform yet Personalized Content across Multiple Communication Modes

Hassel Free transactions Feedback Management Improved Customer Service

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Project Plan

Preparatory Phase• Vision & Objectives Customer Centered Enterprise• Budget 5.5 Million• Duration 1 year• crmReadiness Training & Awareness Programs• Risk Management Strategies• Project Team Sponsor, Steering Committee, PM, Participants &

SMEImplementation Phase

• Definition Analysis Design & Prototyping Configuration & Testing Development Change Management

Post Implementation Phase

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10 Operational CRM

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Sales Force Automation

Account Management Contact Management Sales Process Management Activity Management Sales and Territory Management Lead Management Opportunity Management

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Account Management

Account InfoAddress InfoDescription Info

ContactsPotentials

QuotesSales Order

InvoiceActivities

EmailActivity History

AttachmentsTrouble Tickets

ServicesEvents & To-Dos

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Contact Management

Contact InfoCus. Potential

InfoAddress Info

Image InfoDescription Info

PotentialsActivities

EmailTrouble Tickets

QuotesPO, SO

ServicesActivity History

AttachmentsCampaigns

Events & To-Dos

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Sales Process / Activity Management

Events:Event Info

Event StartAvailable

UsersInvite

RemindRepeat

Related To

To-Do:Task Info

Time & DateDue Date

NotificationRelated To

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Sales & Territory Management

Sales Order Info

Address Info

Terms & Conditions

Description Info

Service Details

Activities

Attachments

Invoice

Activity History

SO Status History

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Lead Management

Lead Info

Address Info

Description Info

Activities

Email

Activity History

Attachments

Services

Campaigns

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Opportunity Management

Potential Info

Description Info

Activities

Contacts

Services

Sales Stage History

Attachments

Quotes

Sales Order

Activity History

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Marketing Automation

Campaign Management Direct Marketing Telemarketing Loyalty & Retention Programs Cross-Selling & Up-Selling Target Marketing

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Campaign Management

Campaign Life Cycle:

Tasks, Activities, Material &

Budget

Enhance Brand

Value: Teams & BU

Familiar UI

Track Responses

Monitor Results:

ROI/Rate/Cost

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Direct Marketing

Targeted Web Marketing:

Online Incentives Web Advertising

Marketing Networks

Email Direct Marketing

Buying Behavior:

eBusiness ?Profiling

Personalization SegmentationCross-Selling

Up-Selling

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Telemarketing

Single Connection

Solution

TM Projects

Telemarketers & TM

Teams

TM Queues

Distribute Queues

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Telemarketing cont.

Efficient Call Exec

Call Logs

Reporting Dashboard:

TM Productivity/d

ayQueued

Productivity/ Project

Telemarketer Performance

/Active Queues

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Loyalty & Retention

Points Program

Gifted Cards Program

Event Based Program

Earn Money for Event

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Loyalty & Retention cont.

Adding / Importing

Customer for Retention

Program

Reward Level & Promotions

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Cross-Selling & Up-Selling

Reward Customers:

No of same/ different services obtained

Buy X Services and Get 1

Free:3 car washes until

you get next wash in your

place

3 windows tinted until you get

the Next one for free

3 exterior detailing until you get an

interior detailing

service for free

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Target Marketing

Tailoring:

One/More Segments

identified by Marketing

Segmentation

Mail:

Offers/Retentio

n Program details

according to the loyal

groups

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Target Marketing cont.

Sources of Referrals

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Customer Service and Support

Customer service and support case management with CleanCars CRM helps them effectively optimize service resources and frontline service representatives to dramatically increase productivity and improve customer satisfaction.

Gain visibility into team performance to guide resources Provide service staff with the tools they need to

efficiently help customers Reduce workloads with automated processes and self-

service Maximize customer satisfaction by keeping the lines of

communication open and efficient

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Customer Complaint Management

Ticket Info

Description Info

Solution Info

Comment Info

Activities

Attachments

Activity History

Ticket History

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Can be

filtered

according to

the Selected

Time Start

Date

End Date

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Appointment Management

Calendar:

Day/Week/Month/Year

Call/Meeting/To-Do

Can be filtered

according to the selected

time, start date and end

date

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Sales Reports

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Sales Reports cont.

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Sales Reports cont.

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Marketing Reports

Campaign Expectations & Actuals

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Marketing Reports cont.

Calendar Events & To-Dos Report

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Telemarketer Productivity Report

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Transaction Audit Report on All Retention Programs

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Customer Service Reports


Appoint Management

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Benefits

Development of better relationships with their existing customers Increase sales Identify the customer needs more effectively Cross-selling of other products Identify the best customers Enhance customer satisfaction and retention Identify new prospects Increase the values and reduce the cost Improve profit

Access one centralized database Useful to acquire the complete view of all customer interactions and

their most crucial needs Can identify appropriate communication methods Summarized Reports

Recognize the business situation Identify sales and marketing patterns

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Conclusion

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Reference

http://www.comparecrm.com/crm/show-crm-vendors.php http://www.comparecrm.com/crm/crm-vendor-

recommendations.php http://www.avidian.com/CRM/crm-implementation.aspx http://www.microsoft.com/australia/dynamics/crm/using/12/

implementationprovenprocess.mspx http://searchcrm.techtarget.com/news/article/

0,289142,sid11_gci1237067,00.html http://www.crmblogguy.com/crmsuccess.htm http://hosteddocs.ittoolbox.com/SK050605.pdf http://www.crmblogguy.com/crmsuccess.htm https://www.scanandgorewards.com/admin.php http://searchcrm.techtarget.com/dictionary/definition/what-is-

customer-service-and-support.html http://www.maximizer.com/solutions/maxcrm/css/index.html

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THANK YOU !