CUSTOMER•Employer/Boss is always right in Supply Chain Management

•Customer is always right with giving importance to customer in Customer Relationship Management.

CUSTOMER•Customers as business grows larger but before each of those became a customer. They can called as prospects, lead or contact with some information about them like as a name, phone number, email, addresses and information that might influence sales process such as title or how far along they are in the process of buying product.

Managing Information Related to Customers•There are several different types of activities that occur in order to earn someone’s business through these activites such as meetings, phone conversations or emails that often gather more information about company or information regarding the contacts role in the decision making process not only to do communicate with the contact with these common interactions but also communicate with other people within organization such as pre sales support or accounting. These contact is usually associated with the company for each company that work with company may have more than one contact. So companies will also manage information not only focusing the contact levels even at the company level. Tracking various documents. Helping with central system of record.

Defination of CRM ( )•Analytical;CRM Equation

Customer understandingCRM= +

Relationship Management

CustomerRelationshipManagement

Defination of CRM ( )•CRM is the strategic use of information, processes, technology and people to manage the customers relationship with your company (marketing, sales, services and support) across the whole customer life cycle.

•CRM is a business strategy that puts the focus on meeting the needs for your customer it does this by using advanced technologies to organize automate and integrate the marketing sales and customer service as a component of your business.

CustomerRelationshipManagement

Elements in CRM•Information•Process Management•Software Tools•Training and Change Management Elements

CRM Offers•Content, Account, Activities, Opportunuties, Vendors, Helpdesk, Product and Relationship in between.

•Content records as can summarize name, adress, number, fax, email. Even that date of birth, their wifes or kids names.

Customer Focusing•Companies try to provide some services or supports around customer. Each of Department like as Marketing or Sales have own process and also mainly company also has a process for making them work together but always needs to measure the effectiveness of processes and making better.

Customer Focusing on Sales & Marketing Side•Customer is the central focus for Sales side. So Sales Deparment try to attracting and retaining customers.

•Big Challanges of Sales. Follow-up issue. Like as contract renewal etc. Needs reminders or scheduling everthing as snchyonized with CRM Systems.

•Follow-up phone call, pending activities. Vendor records.

•Try to build long-term relationships with customer

Customer Focusing on Sales & Marketing Side•Marketing activities are about generating prospects or leads and ultimately customers and CRM allows to capture information about people for example visiting website frequency or other promotional activities in on centralized location accordingly sales automated and making efficiency that the best one.

•After getting a marketing strategy, noticing the benefits accordingly, success of marketing approach and tracking to the revenue generated from the leads in campaigns.

•Developing a Campaing for maximize to revenue

Customer Focusing on Sales & Marketing Side•Marketing activities can easily summarize as 2 points;

Marketing-1 Targeting/targetted customerMarketing-2 Bringing the same customer back

Marketing Funnel

Principles of CRM1) Defining the present clients2) Retain key clients3) Maximise referrals4) Market to qualified prospects*With a CRM application integrated into business, have built in automation process that graduate the steps in a sales cycle to get sales or marketing teams organized and efficient. Accordingly companies begin to expand and diversify a CRM application will do the same, to help business to continue on the road to success.

Components of a Successful CRM Program1) Information: Information is the raw material of CRM. The following types of information are useful to CRM.*Identification data*Marketing data*List data*Overlay data

Components of a Successful CRM Program2) Process: Customer-centered process are the ‘product’ of CRM.Some examples:*Current & Future processes*Touch points (phone, e-mail, etc.)*Identifying & Eleminating process disconnects*Integrating & Rationalising processes

Components of a Successful CRM Program3) Technology: Technology is the Machinery that enables CRM to work. Followings are the examples:*Software products*Networking*Databases*Security features (encryption tools & firewalls)

Components of a Successful CRM Program4) People: People are the power supply of CRM. People are ‘reset’ through various change management tools and support mechanisms, such as:*Training & Education*New tools*Measurement & Rewards

CRM Program•Datas can processed as geographically also duplicate records.

•Program should be also linked or consider to Social Media Platforms and company view and activity level (Facebook, Twitter, Instagram, Swarm, Snapchat, etc.) like as tweet or post something as online.

CRM and Customer Service Application•A customer service application helps to make sure that all of customer’s needs and concerns are taken care of helping with call center or any kind of feedback comes from customer side in any way.

•A CRM application is fully equipped to be able to access from any device including cell phones, tablets, computer or any kind of material that used by Customer Services. This mobility allows for updating and make changes in real time, to keep everyone in customer service team on the same monitor or same page.

CRM and Customer Service Application•A unique customer service-interactive kiosks.*Customer Call Centers•A CRM application is barely more than just software; rather it is a key to business solution. It gives the marketing tools that need to help organize sales process and making sure that customer’s exact needs are always met, all intelligently connected in one system. Whether installed on servers or accessed through the cloud as much as can provide flexibility for businesses.

CRM Modules Example•Helpdesk Module, •Price/Book Module, •Quote Module, •Activity Module, •Vendors Module, •Invoice Moduleetc.

Efficiency of CRM• Implementing CRM gives the tools to manage, measure and improve processes. Creating workflow rules for example ensure that sales reps follow specific stages throughout the sales cycle.

*Reporting across the organizations for example will help prioritize and increase the revenue .*Departments communicating with each other or members of each dept. Collaborating efficiently and correctly.*Lack of collaboration on a departmental and organizational level can lead to confusion and longer sales cycles.

Efficiency of CRM*Lack of visibility across departments or within the managerial hierarchy of any department will lead to same results. CRM allow visibility across departments and can help to track marketing efforts all the way through closing a deal and can even manage post-sales support when sales reps can more easily share information with different departments which may contribute to a much faster sales cycle.

Features of an Effective CRM*Tracking & Reporting*Universal Instrument*Measurement of the Performance*Facilitating & Emphasisng on the Positive practises*Build up strong sales team as Marketing Man, Captain Sales, Sales Dept. Sales Team and a staff for customer support.*A CRM appliaction will help maintain the most important and valuable information about valuable customers

Benefits of CRM• Keep continue to records as updatable. Keeping records for sales. Some feedback

and maintaning in electronic manner.• While company is quickly growing, customers are more satisfied as well, Customer

satisfaction increasing• Service provided in a better way, and a quicker way, Better services variety of

products customized• Sales force automated• Integrated customer information• Certain processes eliminated• Operation cost cut, and time efficient, More and more profit• Brand names more quickly established, Brand value increasing• A central database so that everyone in company can keep track of customer

contacts • Sales and marketing teams can benefit from having all this inside knowledge

about customers

Difficulties in CRM*Significant investment of time and money, Highly costs*Developing suitable software*Inadequate focus on objectives*Insufficient resources*Complex systems*Okay returns*Storage

British Airways CaseBritish Airways took personalization to a higher level in the summer of 2012 with its new “Know Me” program. One goal was to centralize information about frequent fliers from every one of BA’s service channels—Web site, call center, e-mail, on board planes, and inside airports—into a single database. For any one passenger booked on a flight, BA would know his or her current seating location, previous flights and meal choices, prior complaint history, and so on. BA also distributed 2,000 iPads among crew members and ground staff to allow them to access the database as well as receive personal recognition messages about passengers on any one flight. The goal was to have 4,500 daily messages, or approximately seven message updates per flight. To facilitate VIP passenger identification, British Airways also used stored photos of fliers downloaded from Google Image searches. One company representative described the program as aiming to “recreate the feeling of recognition you get in a favorite restaurant when you’re welcomed there, but in our case it will be delivered by thousands of staff to millions of customers.” Although some observers raised privacy concerns—even calling it “creepy”—British Airways noted that the passenger information was already available or viewed as helpful by its most valuable fliers.

LG CaseLG has given a toll free numberOnline support has been mentioned in the websiteGenerally repair agents come to home and repair the devicesA club named ‘Life’s Good Club’ is provided for the Customers of LG.

•Ultimately CRM helps to attract and retain customers. Technology will be one the best supporter for companies and enforcing and improving their process. The combination of their process, their customer and their technology are successful CRM implementation.

•Companies say that ‘It’s my customer, it’s my relationships that i’ve built with them and how i manage my business to make sure that they remain in the center of everything that i do.

ULAŞ ŞEKERIzmir Dokuz Eylul

UniversityTurkey