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Customer relationshi
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management (CRM) -
Introduction
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Key message of the course
We are in it, together!
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Key message of the course
In 2003, according to Harvard Business
Review, 82% of interviewed companies in theUSA, stated they
would introduce CRM, alarge jump from the 35% who employed CRM
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in 2000.
What changed?
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Key message of the course
The approach changed!
Rather than use CRM to transform entire
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,successfully have directed their investmentstoward solving
clearly defined problemswithin their customer relationship base
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Key message of the course
The approach changed!
CRM today result in highly focused projects
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modest in their goals.
There is also an understanding that highlyaccurate and timely
data are not requiredeverywhere
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Key message of the course
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Marketing Technology
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Key message of the course
Achieving success with CRM is more difficult
than expected and it is not just a matter ofmarketing and
IT.
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CRM definition
Metagroep Unknown Gartner groupI II III
McKenna
IV
The automation ofhorizontallyintegrated businessprocesses
involvingfront office contact
A process thataddresses allaspects of identifyingcustomers,
creatingcus. knowledge,
An IT enabled bizstrategy, outcomesof which
optimizeprofitability, revenueand cus. satisfaction
CRM targets thebuilding of aninfrastructurewhich may beused to
develop
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CRM definition
points via multiple,interconnected
delivery channels
building cus.relationships,and shaping theirperceptions of
theorganization and itsproducts
y organ z ng aroun
customer segments,fostering customer-satisfying behaviorsand
implementingcustomer-centricprocesses
long-termcustomer-supplierrelationships
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CRM definition
A business strategy from the start, one that is aimedtowards
developing long-term, mutually profitable, individual
customer-supplier relationships and is based on an
ITinfrastructure to be developed, one that enables well-
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e ne an contro e processes, an p aces capa epersonnel in a
position to function optimally.
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CRM definition
The philosophy of CRM
CRM is about Keeping the old-time spirit of customer connection
evenwhen you can not shake every hand .
A comprehensive approach for creating, maintaining and
expandingcustomer relationshi s.
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A way of thinking about and dealing with customer
relationships
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CRM definition
customer knowledgesupport
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comprehensive approach
customers-oriented
value-driven
rus
relationship
one-by-one
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CRM definition
Traditional Marketing CRM
Goal:Expand customer base,increase market share by
massmarketing
Goal:Establish a profitable, long-term,one-to-one relationship
withcustomers; understanding their needs,preferences,
expectations
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Product oriented view Customer oriented view
Mass marketing / mass productionMass customization,
one-to-onemarketing
Standardization of customer needs Customer-supplier
relationship
Transactional relationship Relational approach
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CRM as a business strategy
The focus is on:
What will the customers buy, when, why and for howmuch?
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What service can we provide that does create apremium?
What about market segmentation?
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CRM as a business strategy
CRM affects organization as a whole: marketing, IT,service,
logistics, finance, production, HR, BOM, etc.
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mp oyees managers cus omer-or en e approac
improved
Individual customer catered
Processes executed flawlessly & efficiently
IT plays a determining factor
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CRM as a business strategy
marketing IT
CRM
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HR
BOM
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CRM as a business strategy
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CRM as a business strategy
CRMs goal is a so-called customer intimacy
Both parties get to know one another, and help, trust and
make a commitment to one another for the long term
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competitive environment.
Organization has opportunity to expand customer
knowledge & approach
Organization is capable of supplying customization
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CRM processes & systems
The use of IT becomes inevitable
To serve large group of customers
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Data changed by various people during days filed Customers
prefer to communicate with the supplier
through modern means
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CRM processes & systems
Processes which are automated and supported by theCRM systems
developed
Internet becomes as a channel
The call center & sales information systems for account
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managers & sales personnel established The front office is
linked to the back office
The role of human element has been reduced
Processes involved in acquisition, ordering, payment,remittance,
complaints, information queries, etc. describedperfectly to give
the customer what he wants
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Entrance, applications & success of CRM
CRM is a strategy that affects the entire company
Product-oriented organizations invested in infrastructure
totransform themselves into customer-oriented ones
A variety of communication channels with customers
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esta s e
Individual customer knowledge developed
Marketing strategy targets the relationship developmentinstead
of transaction stimulations
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Nguyen Nhu Chang, mba
Email: [email protected]
Contact
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