CUSTOMER RELATIONSHIP MANAGEMENT

Success to businessSuccess to business

WHAT IS CRM

• It is a “comprehensive approach which provides integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”

• It is a “comprehensive approach which provides integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”

The purpose of CRM

• “The focus of CRM is on creating value for the customer and the company over the longer term”

• When customers value the customer service that they receive from suppliers, they are less likely to look to alternative suppliers for their needs.

• CRM enables organisations to gain ‘competitive advantage’ over competitors that supply similar products or services

• “The focus of CRM is on creating value for the customer and the company over the longer term”

• When customers value the customer service that they receive from suppliers, they are less likely to look to alternative suppliers for their needs.

• CRM enables organisations to gain ‘competitive advantage’ over competitors that supply similar products or services

RECOGNITION OF CRM

long-term relationships with customers are one of the most important assets of an organisation gives

GROWTH

long-term relationships with customers are one of the most important assets of an organisation gives

GROWTH

BEST PRACTICESBEST PRACTICESCRM

BEST PRACTICESCRMCRM

BEST PRACTICES

What does CRM involve?

CRM involves the following:

• Organisations must become customer focused• Organisations must be prepared to adapt so that it

take customer needs into account and delivers them• Market research must be undertaken to assess

customer needs and satisfaction

CRM involves the following:

• Organisations must become customer focused• Organisations must be prepared to adapt so that it

take customer needs into account and delivers them• Market research must be undertaken to assess

customer needs and satisfaction

Benefits of CRM

reduced costs, because the right things are being done (eg - effective and efficient operation)

• increased customer satisfaction, because they are getting exactly what they want (eg - meeting and exceeding expectations)

• ensuring that the focus of the organisation is external • growth in numbers of customers • maximisation of opportunities (eg - increased services,

referrals, etc.) • increased access to a source of market and competitor

information • highlighting poor operational processes • long term profitability and sustainability

reduced costs, because the right things are being done (eg - effective and efficient operation)

• increased customer satisfaction, because they are getting exactly what they want (eg - meeting and exceeding expectations)

• ensuring that the focus of the organisation is external • growth in numbers of customers • maximisation of opportunities (eg - increased services,

referrals, etc.) • increased access to a source of market and competitor

information • highlighting poor operational processes • long term profitability and sustainability

Implementing CRM

• When introducing or developing CRM, a strategic review of the organisation’s current position should be undertaken

• Organisations need to address four issues:1. What is our core business and how will it evolve in the

future?2. What form of CRM is appropriate for our business now and

in the future?3. What IT infrastructure do we have and what do we need to

support the future organisation needs?4. What vendors and partners do we need to choose?

• When introducing or developing CRM, a strategic review of the organisation’s current position should be undertaken

• Organisations need to address four issues:1. What is our core business and how will it evolve in the

future?2. What form of CRM is appropriate for our business now and

in the future?3. What IT infrastructure do we have and what do we need to

support the future organisation needs?4. What vendors and partners do we need to choose?

“Strategically significant customers”“Strategically significant customers”

• “Customer relationship management focuses on strategically significant markets. Not all customers are equally important” .

• Therefore, relationships should be built with customers that are likely to provide value for services

• Building relationships with customers that will provide little value could result in a loss of time, staff and financial resources

• “Customer relationship management focuses on strategically significant markets. Not all customers are equally important” .

• Therefore, relationships should be built with customers that are likely to provide value for services

• Building relationships with customers that will provide little value could result in a loss of time, staff and financial resources

ANNUAL-PREPARATION

UNDERSTANDING INDUSTRY & YOUR MKT SHARE

TARGET SETTING- SHOULD BE HIGH BUT ACHIEVABLE BUDGETS- AS PER DEPATMENT SOP – STANDARD OPERATIVE PROCEDURE SYSTEMS IMPLEMENTATION MAN-POWER QUALITY INCENTIVES INCREMENTPROFITS & RE-INVESTMENT FOR - GROWTH -HIGH CUSTOMER SATISFACTION

UNDERSTANDING INDUSTRY & YOUR MKT SHARE

TARGET SETTING- SHOULD BE HIGH BUT ACHIEVABLE BUDGETS- AS PER DEPATMENT SOP – STANDARD OPERATIVE PROCEDURE SYSTEMS IMPLEMENTATION MAN-POWER QUALITY INCENTIVES INCREMENTPROFITS & RE-INVESTMENT FOR - GROWTH -HIGH CUSTOMER SATISFACTION

TEAM-WORK

CRM

ENQUIRY MANAGEMENT SYSTEENQUIRY MANAGEMENT SYSTE

WALK-IN INQUIRIES TELEPHONIC INQUIRIES ACTIVITY- DEMO,SEMINARS,CONFERENCE LEAF-LET INSERTIONS ADVERTISEMENT- NEWSPAPER, RADIO,TV WEB-SITE REFERENCE BANNERS, HOARDINGS, MAILERS,SMS ETC

WALK-IN INQUIRIES TELEPHONIC INQUIRIES ACTIVITY- DEMO,SEMINARS,CONFERENCE LEAF-LET INSERTIONS ADVERTISEMENT- NEWSPAPER, RADIO,TV WEB-SITE REFERENCE BANNERS, HOARDINGS, MAILERS,SMS ETC

AREA-WISE INQUIRY REPORTAREA-WISE INQUIRY REPORTGONDHLE NAGAR 9 11 6 4 11 8 15 6 4 7 10 7 98

HADAPSAR GAON 73 75 72 50 76 59 90 34 41 45 NA 79 694LONI KALBHOR 12 17 16 10 15 8 28 11 11 3 23 11 165

MAGARPATTA 21 28 24 35 14 15 17 13 14 13 9 22 225

MANJARI 25 32 17 35 25 28 42 19 22 14 16 15 290

MUNDHWA 11 17 13 9 7 13 14 3 7 4 8 13 119

PHURSUNGI 40 44 61 52 52 59 76 30 35 36 39 41 565RAMTEKADI 8 10 10 3 6 7 13 4 10 8 2 6 87

SADESATRA NALI 3 6 4 14 15 7 14 6 1 1 7 3 81

MOHAMMAD WADI 6 7 10 8 4 5 6 6 4 7 3 7 73

SAYYED NAGAR 2 2 1 5 NA 3 NA NA 3 7 1 3 27

HANDE WADI 9 2 12 9 6 7 10 3 3 10 3 15 89KALE PADAL 7 13 6 14 11 16 17 9 11 5 4 19 132

SASANE NAGAR 15 13 8 16 5 13 11 10 7 15 9 15 137

THEUR 3 2 7 1 4 2 8 2 NA 6 5 5 45

URLIKANCHAN 5 4 11 9 9 6 14 7 7 3 2 4 81

WANWADI 8 11 7 11 4 3 11 NA 3 5 1 2 66KALYANI NAGAR 2 1 1 2 2 NA 4 1 NA 2 1 NA 16

CHANDANNAGAR 8 18 11 12 13 7 7 7 6 6 11 7 113

WADGAON SHERI 2 3 NA 2 4 6 8 3 2 3 4 5 42

KONDHWA 6 7 7 13 3 4 12 10 NA 3 3 NA 68

SALES-MAN WISE CONVERSIONSALES-MAN WISE CONVERSION

SALESMAN        

SALESMAN WISE REPORT       2011        

  JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTANIL                          

ENQ 97 79 124 23 22 47 69 64 81 145 59 56 866PAY 64 52 88 13 14 22 44 48 59 103 44 31 582

BILLED 60 48 58 22 15 26 37 43 36 97 47 27 516CONV 66% 27% 71% 57% 64% 47% 64% 75% 73% 71% 75% 55%  

                           MAHESH                          

ENQ 172 179 220 157 208 183 165 176 172 240 120 113 2105PAY 95 121 135 89 144 105 124 147 112 188 87 64 1411

BILLED 104 97 103 90 115 97 105 113 89 178 83 55 1229CONV 55% 68% 61% 57% 69% 57% 75% 85% 65% 78% 73% 57%  

                           NAZNEEN                          

ENQ 26 32 35 24 15 9 18 13 13 20 7 11 223PAY 14 24 22 19 15 9 16 11 10 17 5 8 170

BILLED 13 19 20 16 18 11 15 11 5 22 2 6 158CONV 54% 75% 63% 79% 100% 100% 89% 85% 79% 85% 71% 73%  

                           

PRODUCT-WISE CONVERSIONPRODUCT-WISE CONVERSION

     

PLATINA & DICOVER             2011      

                           

PLATINA 100 APRIL MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR TOT

ENQ 15 17 21 7 11 16 24 17 14 17 11 12 182

PAY 14 12 13 7 7 11 18 12 8 10 11 8 131

BILL 13 9 12 6 7 7 17 11 9 8 10 8 117

CON 93% 71% 62% 100% 64% 69% 75% 70% 57% 59% 100% 67% 8.87

DISCOVER 100                          

ENQ 89 84 85 87 99 95 138 56 55 43 53 83 967

PAY 47 56 53 67 84 67 101 48 32 24 29 55 663

BILL 54 50 52 58 69 49 107 46 30 20 25 37 597

CON 53% 67% 62% 77% 85% 70% 73% 86% 58% 56% 55% 66% 8.08

DISCOVER 125                          

ENQ NA 43 48 53 38 37 66 30 32 24 38 40 449

PAY NA 31 32 52 36 31 53 23 21 18 27 30 354

BILL 1 31 28 40 37 19 53 20 18 16 26 28 317

CON NA 72% 67% 98% 95% 84% 80% 77% 66% 75% 71% 75% 8.6

DISCOVER 150                          

ENQ 29 31 21 6 14 9 20 8 4 9 1 7 159

PAY 20 19 14 5 12 9 16 8 1 6 1 6 117

BILL 16 11 12 10 11 4 11 6 1 5 1 4 92

CON 69% 61% 67% 83% 86% 100% 80% 100% NA 67% 100% 86% 8.99

DATA PROCESSINGDATA PROCESSING FOLLOW-UP SYSTEM

POSITIVE CLOSE NEGATIVE CLOSE

BRINGS MORE CUSTOMERS FIND REASON

• TOUCH- FOR NEW SCHEME THROUGH SMS TO ALL• AFTER-SALE SERVICE SCHEDULE• B’DAYS, REMINDERS, OTHER OCCASIONS

FOLLOW-UP SYSTEM

POSITIVE CLOSE NEGATIVE CLOSE

BRINGS MORE CUSTOMERS FIND REASON

• TOUCH- FOR NEW SCHEME THROUGH SMS TO ALL• AFTER-SALE SERVICE SCHEDULE• B’DAYS, REMINDERS, OTHER OCCASIONS

CUSTOMER SATISFACTION INDEXCUSTOMER SATISFACTION INDEX

• RECEPTION• PRODUCT KNOWLEDGE• SALES EXECUTIVE• FINANCE• EXCHANGE• TEST-RIDE• SELECTION• DELIVERY• POST SERVICE FOLLOW-UP

• RECEPTION• PRODUCT KNOWLEDGE• SALES EXECUTIVE• FINANCE• EXCHANGE• TEST-RIDE• SELECTION• DELIVERY• POST SERVICE FOLLOW-UP

POST SERVICE FOLLOW-UP

LOYALTYLOYALTY

THANK YOU THANK YOU

THINK BIG THINK BIG