Customer Relationship Management (CRM)

CRM ?CRM ? “ “Strategy”Strategy”

““An approach to building and sustaining An approach to building and sustaining

long-term business with customers.”long-term business with customers.”

It is about creating a feel of high touch in It is about creating a feel of high touch in high tech environmenthigh tech environment

CRMCRM

Comprehensive approach for creating, maintaining and expanding customer relationships through the integration of people, process and technology

CRM is about managing relationships more effectively so as to drive down costs while at the same time increasing your sales & profits

CRM is CRM is notnot just just a a softwaresoftware

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People & Process

Information Technology

Business

Strategy

CRM strategy drives structure & technology

CRM applications & technologies are just a tool to support CRM strategy

Benefits of CRMBenefits of CRM

Competitive AdvantageCompetitive Advantage

Reduces costs, provides efficient operation Reduces costs, provides efficient operation

Increases customer satisfaction & LoyaltyIncreases customer satisfaction & Loyalty

Automate inefficient and expensive work processesAutomate inefficient and expensive work processes

Increased marketing and selling opportunities Increased marketing and selling opportunities

Benefits of CRMBenefits of CRM

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Identifying the most profitable customers

Making it easier for sales and channel partners to sell

Faster response to customer inquiries

Receiving customer feedback that leads to new and improved products or services

CRM StrategiesCRM Strategies

Reduce the rate of defection

Reduce the rate of defection

Increase longevity

Enhance “share of wallet”

Terminate low-profit customers

Focus more effort on high-profit customers

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Business facts! It costs six times more to sell to a new customer

than to sell to an existing one.

A typical dissatisfied customer will tell eight to ten people about his or her experience.

The odds of selling a product to a new customer are 15 percent, whereas the odds of selling a product to an existing customer are 50 percent.

90% companies don’t have sales and service integration

70% of complaining customers will do business again if their complaint quickly addressed.

Framework for CRMFramework for CRM

Identify prospects and customers

Differentiate customers by needs and value to company

Interact to improve knowledge

Customize for each customer

Three phases of Three phases of Customer Relationship ManagementCustomer Relationship Management

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Customer Acquisition

Techniques used to gain new customers

Customer Retention

Techniques to maintain relationships with existing customers

Customer Extension

Techniques to encourage customers to increase their involvement with an organization

Managing the Customer Life Cycle: Managing the Customer Life Cycle: The Three Phases of CRMThe Three Phases of CRM

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Differentiation• Innovation• Convenience

Acquire

Extend Retain

Bundling• Reduce Cost• Customer Service

Adaptability• Listening• New Products

Newspaper ExerciseNewspaper Exercise

Find ads with A, R & EFind ads with A, R & E

Personal Experience of a particular ad/brand Personal Experience of a particular ad/brand association / dissatisfaction ?association / dissatisfaction ?

Ads going for acquisition with DiscountsAds going for acquisition with Discounts

Is acquisition all about 2+ 5 Schemes/ Is acquisition all about 2+ 5 Schemes/ Discounts ? Discounts ?

Ads going for retention with brand powerAds going for retention with brand power

Any other issues with current ads..Do they Any other issues with current ads..Do they affect retention ?affect retention ?

Customer PyramidsCustomer PyramidsComponentsComponents of Customer Pyramid of Customer Pyramid

Active Customers Active Customers –that have purchased goods from –that have purchased goods from company within a given periodcompany within a given period

Inactive CustomersInactive Customers – that have purchased goods from – that have purchased goods from company in the past but not within the given period. company in the past but not within the given period.

Prospects –Prospects – with whom there is some kind of relationship – with whom there is some kind of relationship – but they have not yet purchased any goods. For example but they have not yet purchased any goods. For example those who have responded to a mailing. The prospects, of those who have responded to a mailing. The prospects, of course, are customers you expect to upgrade to active course, are customers you expect to upgrade to active customer status in the near future.customer status in the near future.

Customer PyramidsCustomer Pyramids

Suspects –Suspects –that company could be able to serve that company could be able to serve with products and services in future. Normally, with products and services in future. Normally, company seeks to begin a relationship with company seeks to begin a relationship with suspects and qualify them as prospectssuspects and qualify them as prospects

The Rest of the WorldThe Rest of the World – that simply have no need – that simply have no need or desire to purchase company’s products and or desire to purchase company’s products and services. services.

ActiveCustomers

InactiveCustomers

Prospects

Suspects

Rest of the World

Customer Pyramid

Segmenting Active CustomersSegmenting Active Customers ““Top: Customers Top: Customers – the top 1% of active customers in terms of – the top 1% of active customers in terms of

sales revenue. sales revenue.

““Big” CustomersBig” Customers – the next 4% of active customers in terms of – the next 4% of active customers in terms of sales revenuesales revenue

““Medium” CustomersMedium” Customers would be the next 15% customers the list. would be the next 15% customers the list.

““Small” CustomersSmall” Customers – the remaining are active customers in terms – the remaining are active customers in terms of sales revenue. of sales revenue.

Customer Pyramid SegmentsCustomer Pyramid Segments

Top>Rs

75,000

Big Rs 25- 75,000

Medium>3-25,000

Small>Rs 1-3000

Rest of the World

Inactives

Prospects

Suspects

Classify your customersClassify your customers

2020

The Customer PyramidThe Customer Pyramid

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The Platinum TierThe Platinum Tier

Most profitable customers, Most profitable customers, Heavy users of the product, not overly price sensitive, Heavy users of the product, not overly price sensitive,

willing to invest in and try new offerings, and are willing to invest in and try new offerings, and are committed to the firm.committed to the firm.

The Gold Tier The Gold Tier

Profitability levels are not as high, perhaps because the Profitability levels are not as high, perhaps because the customers want price discounts that limit margins. customers want price discounts that limit margins.

They might not be as loyal to the firm even though they are They might not be as loyal to the firm even though they are heavy users in the product category – they might minimize heavy users in the product category – they might minimize risk by working with multiple vendors rather than just the risk by working with multiple vendors rather than just the focal company.focal company.

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The Iron Tier The Iron Tier

Provide the volume needed to utilize the firm’s Provide the volume needed to utilize the firm’s capacity capacity

Spending levels, loyalty, and profitability are not Spending levels, loyalty, and profitability are not substantial enough for special treatment.substantial enough for special treatment.

The Lead Tier The Lead Tier

Costing the company money. Costing the company money. They demand more attention than they are due They demand more attention than they are due

given their spending and profitability, andgiven their spending and profitability, and they are sometimes problem customers – they are sometimes problem customers –

complaining about the firm to others and tying up complaining about the firm to others and tying up the firm’s resources.the firm’s resources.

The Customer Pyramid (Cont’d)

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Differentiating Business Customers in the Retail Real Estate Industry

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• Pay full commission on a home costing Rs 50

Lakh or more;• are motivated to purchase within the next six

months;• have purchased more than two homes in the

past;• and are members of social or professional

networks that make them candidates to refer

other high-end buyers.

Platinum customers:

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Purchase homes in the R25 L-50 L range but are more

price sensitive than the top tier. E.G. some Gold

customers want to negotiate on the commission or

have the realtors pay points at closing.

Some of these customers buy homes that are in the

same price range as Platinum customers but their price

sensitivity reduces their profitability.

Likely to refer others, but the types of customers to be

referred are not as valuable to the firm as those the

Platinum customers refer.

Gold customers:

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• Buy homes in the Rs 10 L- Rs25 L range, and include retirees, young professionals, and families.

• Young professionals have higher lifetime value potential and therefore market to them differently than to market to others in this group.

• Young professionals who purchase homes at the upper end are tagged as potential Gold customers and moved to that category approximately five years after the purchase of a home.

• Relocations from other areas and are pressed to buy homes quickly, making them good prospects for the company despite home prices that are lower than the top two tiers.

Iron customers:

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Shoppers rather than buyers.

• Some Lead customers spend as long as two years looking at homes, calling upon realtors to show them homes when they have free time

• While they might be looking at homes in all price ranges, the homes they buy are likely to be under Rs 10 L.

• Often dissatisfied with what they see, making them less likely than other tiers to send qualified referrals to the company.

Lead customers:

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Differentiating Business Customers in the Marketing Research Industry

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• Large accounts that are willing to plan a certain amount of

research during the year.

• The timing and nature of this research could be anticipated,

making it easy for the research firm to smooth supply and

demand.

• Tended to stay with the company and are willing to try new

services and approaches developed by the research firm.

• Therefore, they bought across research service types and

had minimal sales costs averaging only 2-5%.

• Willing to serve as references for the firm and are loyal to

the firm.

Platinum customers

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• had similar profiles except that they were more

price sensitive, inclined to spread their research

budgets across several firms.

• While they were large accounts and had been

customers for multiple years, they were not willing

to plan for a year in advance even though the

marketing research firm would give them better

quality if they did.

• They provided referrals but on an ad hoc basis.

Gold customers:

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• Moderate spenders and conducted research on a project

basis, sending out requests-for-proposals whenever

they were conducting studies.

• Look for the lowest price and often do not allow

sufficient time to perform the jobs.

• Because they have no overall plan, projects come in at

any time

• Selling costs are high because the firm continually kept

in personal and mail contact hoping to move these Iron

customers up the Pyramid.

Iron customers

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• Spent little on research, conducted isolated projects that

are usually of a “quick and dirty” nature.

• Selling costs are highest in this group since advertising

and almost all speculative presentations are targeted to

these accounts and salespeople have to spend multiple

visits to get them.

• Once they became clients, the maintenance cost is high

because they don’t understand the process of research.

• They often changed projects mid-stream and expected

the firm to absorb the costs.

Lead customers

When Should a Firm Use the Customer When Should a Firm Use the Customer Pyramid?Pyramid?

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When service resources, including employee time, are When service resources, including employee time, are limited.limited.

When customers want different services or service levels.When customers want different services or service levels.

When customers are willing to pay for different levels of When customers are willing to pay for different levels of service.service.

When customers define value in different ways.When customers define value in different ways.

When customers can be separated from each other.When customers can be separated from each other.

When service differentials can lead to upgrading customers When service differentials can lead to upgrading customers to another level.to another level.

When they can be accessed either as a group or When they can be accessed either as a group or individually.individually.

Customer-Product Profitability AnalysisCustomer-Product Profitability Analysis

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Customer alchemy is the art of turning less profitable Customer alchemy is the art of turning less profitable

customers into more profitable customers.customers into more profitable customers.

It can take place at any tier along the Customer Pyramid, It can take place at any tier along the Customer Pyramid,

but is more difficult at some levels than at others. but is more difficult at some levels than at others.

e.g: it is very difficult to move Lead customers up to Gold e.g: it is very difficult to move Lead customers up to Gold

or Platinum tiers, and it is often necessary to “get the or Platinum tiers, and it is often necessary to “get the

Lead out” rather than try to move those customers up. Lead out” rather than try to move those customers up.

Customer Alchemy

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If the decision is made to keep Lead customers, the If the decision is made to keep Lead customers, the

strategies used are typically different than those strategies used are typically different than those

used at other tiers.used at other tiers.

Managing Expectations can help to move the Managing Expectations can help to move the

customers up the ladder customers up the ladder

Customer Alchemy

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Growing “share of customer”

Increasing the share of the customer’s purchasing in your product category.

Best way is through cross-selling

– Getting more business from current customers by selling them additional or complementary services

e.g : yatra.com, mytrip.com etc

Customer Alchemy