Introduction

 CRM is not just the purchase and installation of a software

application, but it demands a well-planned and structured
methodology that involves the adoption of new philosophy
and change in the culture of the organization.

 The process of CRM implementation may differ from

organization to organization, depending on organizational
goals, business objectives, the current level of training
required for the employees & availability of technology.

 A highly skilled and trained team of professionals is

required to make CRM implementation a success in any
organization.
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BPR for CRM Implementation

 The implementation of CRM in an organization will require highly

organised and systematic changes in the processes of Customer Service,
Sales and Marketing.

 CRM should be taken as a tool of change management.

 The objective of CRM is to transform the focus of organization from

product centric to customer centric.

 For successful implementation and adoption of CRM, it is imperative that

all business processes are redesigned to ensure that they are as per
philosophy of CRM.

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 Scope and Significance of CRM Project

 The CRM initiative of an organization can vary from simple to

complex in scope.

 CRM brings about business change and this is the very purpose of
implementing CRM.

 Clarity of objectives of implementation of CRM is prerequisite for

success.

 The awareness will bring involvement and subsequently the

commitment towards CRM implementation. For demo of CRM project
see-
 https://www.youtube.com/watch?v=zyrBK6gJOHU

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 CRM Implementation Process

Analysis of The Define CRM

Current Competitive objectives and
Internal Situation prioritise CRM
Situation Analysis requirements

Selection of
The Financial The strategic
CRM Tool &
analysis Alignment
Technology

Managing CRM
Adoption The Integration
Data Migration
within Methodology
organization

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 1. Analysis of Current Internal Situation
 Identify the problem areas in the present customer relationship cycle that
are affecting the present service delivery process, marketing campaigns
and sales management.

 Measure the existing key performance matrix with respect to these three
areas.
 The key service performance parameters

 The key sales management performance parameters

 The key marketing campaign parameters

 The existing performance matrix should be analysed to find out the weak
areas. KAPTURE CRM/ODOO CRM- PRACTICAL

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 2. The Competitive Situation Analysis
 No organization works in isolation, instead it has to face competition.

 The performance of the organization should be compared with that of

the competitors in the same business area.

 The strengths and weaknesses of the organization should be analysed

with respect to the competitors.

 Identify the parameters where competitors are ahead of your

organization.

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 3. Define CRM objectives and prioritise CRM
requirements

 Based on the analysis carried out in above two steps,

the organization needs to clearly define the objectives
of CRM implementation.

 The desired performance matrix should be finalised.

 With an objective to achieve the targeted

performance, the existing business processes for
service delivery, sales management and marketing
campaign management should be analysed to evolve
new business processes.

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 4. The Strategic Alignment

 It should be ensured that CRM objectives are

properly aligned with overall strategy of the
organization.

 Implementation of CRM should be a strategic

decision, fully supported by top management.

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 5. The Financial analysis

 Assess the Return on Investment (ROI) vis-à-vis

the cost of implementation of CRM in the
organization.

 ROI of the project should be estimated for the

financial justification of the projects.

 The financial returns can be revenue enhancements

like increase in sales and Margin Enhancements
because of customer retention and lower cost of
customer acquisition and prolonged customer
retention.

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 6. Selection of CRM Tool & Technology

 There are various CRM applications and technologies

available in market and they vary in terms of
functionalities, capabilities, deployment strategies,
integration capability and of course in cost.

 Some are suitable for large organizations and others may

be meant for mid-size or small organizations.

 The need of the organization may be specific and the

choice of CRM technology should be as per the objectives.

 The choice of appropriate CRM application depends on

number of factors like size of organization, industry, and
sector, business requirements, IT strategy and most
importantly the existing IT applications.

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 7. Managing CRM Adoption within organization

The roadmap to implementation of CRM should include:

 Creating Awareness

 Building Teams

 Training

 Motivating through Incentives

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 8. Integration

 After all, the organization does not consist only of

Sales, Marketing and Service units, but also has
other important functional and operational areas
like finance, HR, production, supply chain, logistics
etc.

 CRM stand alone cannot give the desired synergy

without getting it integrated with all organizational
functions.

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 9. Data Migration
 While implementing CRM, it should be ensured that existing
method of capturing customer information are not lost unless
until better methods get settled down.

 There will be lot of information of customer available with

different organizational units.

 The methodology to enter this existing knowledge asset into

the system is of utmost importance.

 The changeover to new system should not destroy the existing

knowledge asset.

 The data migration methods should be carefully planned.

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 Advantages of CRM implementation

 Enhances the customer experience. In the industry,

customer satisfaction is the result.
 Provides a centralized hub.
 Allows for customer information analysis.
 Fosters loyalty.

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 Top trends of CRM in 2020

 IOT CRM
 Increased use of Mobile CRM
 AI Powered CRM
 Hyper Individualization

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 CRM Road Map
 CRM road map is strategic plan that identifies how company
exceed the customer needs.
The purpose of the CRM Roadmap is to identify the
components of proposed major releases that help align the
CRM initiative to the CRM Vision. The CRM initiative wishes
to:
 Improve the constituent experience
 Use common tools
 Adopt consistent data
 Improve efficiency
 Focus on delivery of functionality

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 BRAND LOYALTY

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 Voice of Customer

 Voice of customer has won clear prominence over product

focused fundamentals in the market.

 Cater to the needs and exhilarating expectations of the highly

demanding customers.

 Companies are delving deep into the intricacies of consumer

research to know more and more about customers, their
preferences & their expectations.

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 Internal Marketing

 Internal marketing is the promotion of a company's

vision, goals, culture, and mission statement within the
organization.

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 Internal marketing involves marketing tactics to earn
employees' enthusiasm about the brand.

 Employees that believe in the brand are more likely to

be more motivated, increase their productivity,
communicate their enthusiasm to the clients and to
become brand ambassadors on social media.

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 How to do?
 Clear strategy with specific goals
 Effective internal communication
 Education on the company's products and services
 Trust and transparent communication
 A great employee experience
 A positive workplace culture
 Professional development opportunities
 Effective cross-departmental collaboration and
teamwork

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 Benefits of Internal Marketing

 Encourages employees in every department of the company to perform better

 Empowers employees by giving them accountability and responsibility

 Creates a common understanding of organizational goals and strategies

 Places value on the employees contribution to the company

 Helps non marketing staff to do their jobs with a marketing focus in mind

 Improves employee development and customer retention

 Integrates the organizational culture with the employees personal and

professional needs

 Allows different departments to coordinate and cooperate effectively

 Information flows effectively between different departments

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 Employees Singh
understand the expectations placed on them
 Customer Ownership & Customer Value

 Ideal relationship between the customer and a brand can be an

emotional attachment with the brand, as if they “own” it and the
brand “belongs” to them.

 Survival mantra today is not to concentrate on Return on

Investments (ROI), but on Return on Relationships (ROR).

 The real challenge with the organizations is not only to create

customer satisfaction, but to create high customer value

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 Customer Care

Listening Responding Improving

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 Customer Touch Points and Moments of Truth

 The organization and customer both have to interact

with each other.

 All these interactions represent touch points.

 This experiences of ‘touching’ the brand and getting

associated with the organization creates an impact in
the mind of customer. These touch points generate
‘moments of truth’, wherein the customer perceives
the experience of interaction with organization either as
good or bad, constructive or destructive, positive or
negative.

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 Customer Touch Points

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 Value of a Loyal Customer Base

 Seamlessness

 Trustworthiness

 Attentiveness

 Resourcefulness

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Customer Loyalty and Customer Advocacy
 The ultimate purpose of any customer care system is to generate customer
satisfaction.

 A satisfied customer spreads the positive word of mouth and gets emotionally
attached to the product/service/organization.

 Customer advocacy is much more and beyond customer satisfaction, as in this

stage customer becomes the ambassador of the product / service, which adds to
the credibility and image of the organization.

 Customer advocacy can be the ideal stage that the organization can dream to
achieve.

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 Changing Face of Indian Market

Phase 1 Phase 2 Phase 3

Indian Consumer Pre liberalized Liberalized scenario Post liberalized scenario
Scenario scenario
(1990-2000) (Beyond 2000)
(Before 1990)

Type of Buying Conservative /brand Trying out new products Exploratory/Brand Swinger
Patterns loyal with caution

organization’s Focus Focus on Selling Product- Focus, sometimes Customer-Focus, to generate

leading to Marketing Customer Loyalty
Myopia

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 Evolution of CRM

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Success Factors for CRM

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 Operational Issues in implementing CRM

 The CRM Product Doesn't Fit In.

 Lack of Integration Capabilities.
 Lack of expertise of the CRM vendor.
 Lack of User Adoption.
 Lack of Business Insight.

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 Levels of CRM

 Operational CRM-
Focused on automation, improvement and enhancement of
business processes which are based on customer-facing or
customer supporting. Includes Sales automation, marketing
automation and services automation.
 Analytical CRM- Supports organizational back-office
operations and analysis. It includes customer analytics, sales
analytics, services analytics

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 Collaborative CRM- deals with synchronization and
integration of customer interaction and channels of
communications like phone, email, fax, web etc. with
the intent of referencing the customers a consistent
and systematic way.
It includes interaction management and channel
management.

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 CRM Process

 CRM process involves the activities and strategies that

companies use to manage their interaction with current
and potential customers.

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 Budgeting for attraction vs. retention

 Attraction Marketing to increase firm visibility, get new

clients. The pre-hire phase of advertising, marketing
efforts aimed at a target population to attract potential
clients.

 Retention Marketing – focus on your current clients who

will refer you and come back for other legal services:

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Building Customer Relationship-Zero Customer
Defection

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Customer Life Cycle (CLC)

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 CLC Marketing

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 Benefits of CRM

 Improve Customer Satisfaction.

 Improve Customer Retention (and Revenue)
 Better Internal Communication.
 Optimize Your Marketing.
 Gain Valuable Insights.

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 Building Customer Relationship

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 Bonding for Customer Relationships

 Social Bond, Financial Bond, Structural Bond,

Customization Bonds

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 Zero Customer Defection

 Zero Customer Defection is a quality control

program.
 Price Defectors, Service Defectors, Product
Defectors, Technology Defectors, Organizational
Defectors

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 Why Customers Defect?

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 Defection Management

 A systematic process that actively attempts to retain

customers before they defect.
 Reducing defection rate by 5%, the profit can be increased
from 25% to 85%.
Interview former customer defect, Analyze complaint and
service data, Identify switching barriers

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 QCI CRM Framework

 QCI model developed by Hewson in 2002. A core of

the model represents some actions that
organizations require to perform for acquiring and
retaining clients. This model includes the series of
activities related to employees, people, and
organization, and technology as well. QCi is based
on three activities, which are Acquisition, Retention,
and Penetration.

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 CRM Framework

 The IDIC CRM model is an excellent framework

for discovering and using your customers' needs and
values as the foundation for how you interact with
every customer. Developed by Peppers and Rogers in
2004, the IDIC model is made up of four actions to
strengthen personal relationships, from prospects to
customers.

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 Payne and Frow -CRM Framework

 This framework in 2005 consist of five processes-

Strategy development, value creation, multi channel
integration, Performance assessment , Information
management processes.

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 Iriana and Buttle CRM Framework

 In 2006 they gave operational, analytical and

collaborative CRM Framework.

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 Forrester Model

 Developed in 2008. Divided into four types- People,

process, technology and strategy.

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 CRM Value Chain
 Developed by Francis Buttle in 2009. The five steps in
the CRM value chain are customer portfolio analysis,
customer intimacy, network development, value
proposition development and managing the relationship.

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 CRM Value Chain

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