CUSTOMER RELATIONSHIP

MANAGEMENT
Submitted By
Abhijat Bharadwaj(1020301)
Vineet Chhabra(1020336)
Vinika Kumar(1020357)
 INTRODUCTION
• Customer relationship management (CRM) is a widely-implemented
strategy for managing a company’s interactions with customers, clients
and sales prospects.

•  It involves using technology to organize, automate, and synchronize

business processes—principally sales activities, but also those
for marketing, customer service, and technical support.

• The overall goals are to find, attract, and win new clients, nurture and
retain those the company already has, entice former clients back into the
fold, and reduce the costs of marketing and client.
 Phases in CRM

Planning Phase
• Plan to approach the customers
• Plan for making new campaigns
• This phase includes
– Marketing tools
– Various Softwares
• Marketing & Sales personnel are involved in
this phase
 Assessment Phase
• Select customer base for analysis
• Analyze customer requirements
• This phase includes technologies like
– Data warehousing
– Data Mining
– Online analytical processing (OLAP)
• A certified personnel sets up the CRM package while
a business analyst analyzes the data
 Execution Phase

• Customer interaction
• Executes campaigns
• Track customer feedback
• This phase uses
– Internet
– Call centers
– Direct mails etc.
Technology behind Assessment Phase
Integrates with Data Warehouse &
Data OLAP to implement intelligent
Mining algorithms to discover patterns.

Data
Warehouse

Warehouse
containing
OLAP
Customer data.
Server
User analyzes these
patterns to take decisions
Multidimensional Structures
suitable for his business.
to facilitate better and fast
analysis of data.
 DATA WAREHOUSING
A data warehouse is a copy of transactional data.
Data is specifically structured for querying and reporting
A data warehouse can be a relational, multidimensional
hierarchical database or a flat file.

DISTINGUISHABLE FEATURES
• Contains historical data
• No frequent updates
• Data stored is subject oriented

TERMINOLOGY
Data Mart- Contains data about a specific subject.
Metadata- Describes the data stored in data warehouse.
Data Cleansing- The process of ensuring that all values in a dataset
are consistent and correctly recorded
ETL- Extraction, Transformation and Loading of Data.
 OLAP
•Online analytical processing is the name given to database and
user interface tools that allow to quickly navigate within data.

•Provides a mechanism to store the data in multidimensional

cubes.

DISTINGUISHABLE FEATURES
•Multidimensional Cubes- To store data which are multidimensional in
nature.

•Calculation Intensive- Allows complex calculations on database.

Data Model Of OLAP
• The supervisor that gave
the most discounts.
• The quantity shipped on a
particular date, month,
year or quarter.
• In which zip code did
product A sell the most?

To obtain answers to the above shown

queries from a data model, OLAP cubes are
created.
OLAP cubes are not strictly cuboids-it is a
name given to the process of linking data
from different dimensions.
 How does Data Mining help CRM

• CRM systems typically collect a great deal of data

• Data Mining is used to search through this
information
• Identify patterns that can help to predict buyer
behavior
• Target specific customers with specific offers

This area of CRM is referred to as Analytical CRM

 CRM Benefits
1) Strategic benefits
• CRM enable a company to reduce the cost of customer
acquisition, Increase customer retention, Improve cross selling of
other products and services and give established players the
ability to react like a new entrant
• Customers realize that the competencies required to deliver
these benefits are to deliver on its service promise, integrate
products and service channels effectively, customize products,
services and prices, create opportunities for cross selling and
delivery mechanisms for the onward promotion of these
products and services, reduce time to market by allowing quick
and effective introduction of new products and services.
 2.Functional Benefits
• Organization get maximum strategic benefits
of CRM initiatives, majority of managers have
indicated that they consider strategy decision
makers. IT and Delivery sections would to the
after sales according to the managers follow
immediate benefit.
3) Expected Benefits
• CRM implementation increases number of customers,
increases customer retention rate by retaining most profitable
customers, increases customer loyalty and helps in developing
lifetime relationship with customers.
• Over 70% of the firms are highly optimistic in getting
benefited on these parameters. Expectations are greater in
increased customer retention and loyalty.
INDUSTRY INSIGHT:WNS Global Services
• Location:Kundalahalli Main Road,Whitefield,Bengaluru.
• Number of employees=400.
• A team comprises of 15 members.
• Data Entry is done through notepads in which all activities of
a customer are recorded.
• Notepads are the customer database which stores the
customer’s information(Name,Car Details,Activity Record etc.)
• EXceed Data Exchange Software is used in the internet based
transactions.
• SMS support is also available.
• Average handling time per customer is 7minutes to 12
minutes.
• Each customer is given an identification number which is the
insurance policy number.
• There is a Data Protection Act in place which stores the
confidential data of customers.Eg. Name,Address,DOB,Car
Registration Number etc.This ensures Data Security.
• EXceed Software is the platform used for providing customer
service.
• It is used by the customer service department.
• Various departments in the company include
Sales,Quality,Accounts,Claim and Complaint Departments.
• Cost is greatly reduced as Real Time Updation of Information
takes place in the Customer Database.
• Training of employees working on CRM software is done both
theoretically and practically.
• It is for a period of 40 working days.
• A batch consists of 15-16 employees.
• Continuous assessment is done and feedback is given.
 CRM TYPES
1.Sales Force Automation
• Involves using software to streamline all phases of the sales
process, minimizing the time that sales representatives
need to spend on each phase.
• This allows sales representatives to pursue more clients in
a shorter amount of time than would otherwise be
possible.
• At the heart of SFA is a contact management system for
tracking and recording every stage in the sales process for
each prospective client, from initial contact to final
disposition.
2.Marketing
• CRM systems for marketing help the enterprise identify and
target potential clients and generate leads for the sales team.
• A key marketing capability is tracking and measuring
multichannel campaigns, including email, search, social
media, telephone and direct mail.
• Metrics monitored include clicks, responses, leads, deals, and
revenue. Alternatively, Prospect Relationship Management
(PRM) solutions offer to track customer behaviour and
nurture them from first contact to sale, often cutting out the
active sales process altogether.
3.Customer Service Support
•  Organizations are increasingly turning to technology
to help them improve their clients’ experience while
aiming to increase efficiency and minimize costs.
• Even so, a 2009 study revealed that only 39% of
corporate executives believe their employees have
the right tools and authority to solve client problems.
Organizational issues in implementing CRM

a.)CRM may reduce an individual business unit’s

contribution, even though the whole company benefits.
Current incentive systems work against CRM because they
reward only part of the customer’s relationship with the
company.
Therefore, a sales manager who is evaluated on individual
product sales has no vested interest in ensuring that the
service organization is meeting the needs of the customer.
Most companies today lack financial incentive
programs that promote CRM.
b) CRM requires making a careful transition
from an existing “silo-centric” infrastructure to
an integrated customer-centric infrastructure.
Over the years, however, large enterprises
have built, bought, or inherited a wide variety
of customer management applications. Some
of this software is proprietary and will be
difficult to share across departments.
c) Organizations with global operations must
manage customer interactions in different
languages, time zones, currencies, and
regulatory environments. In this environment,
providing consistent, customized service is
difficult to accomplish using traditional
technology.
THANK YOU