1.+Introduction+to+CRM.pdf
- 1. 2. INTRODUCTION TO THE CRM TOPIC
- 2. CRM. WHAT IS IT? CRM as an approach: • Customers Relationship Management – area of business activities with goal of increasing of sales and clients loyalty through managing of a quality and ways of communications and collaboration with clients. CRM as a software class: • Enterprise level of software with ability to manage and maintenance clients processes of the whole company with focus on transparence, controllability, scalability and flexibility 2 Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
- 3. TYPES OF CRM SYSTEMS BY FIELDS OF USAGE 3 360º experience of a client ▪ Potential clients base ▪ Cross-sale ▪ Handling objections ▪ Multichannel ▪ Sales Funnel Sales ▪ Targeted marketing (sms, e-mail, calls, digital bank, tasks to managers) ▪ Segmentation ▪ Clients retention ▪ Clients satisfaction ▪ Speed and quality of work with claims ▪ Data privacy ▪ Underwriting ▪ Control of mutual settlements and obligations ▪ Paperless workflow ▪ Automatization of collaboration ▪ Risks analysis ▪ Fraud prevention ▪ Audit ▪ Soft collection Marketing Risks Service Back Office aCRM: • Analytical CRM for marketing segmentation, campaigns management and demand prediction oCRM: • Operational CRM for work of channels managers and running of internal clients processes pRM: • Partners CRM, for work of business development managers Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
- 4. CRM CONCEPT Course title: oCRM at Sales, Service and Business Multichannel Management, The Retail Banking School 4 ууущщйццззййз Segmentation 360O Overview of a client Emails Calls Social Personal meetings Web Mail Points of sales Profitability of a client #
- 5. CRM AS A FOUNDATION FOR VALUE CHAINS BUILDING 5 Collaborative processes: 1. Client – Bank collaboration 2. Client – managers communications (sales, cross-sale, service) 3. Digitized internal processes (operations, risks, conveyors) 4. Value chains with partners and external platforms Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
- 6. PERSONALIZED BANKING 6 CRM Engine Personalized content (Web + Mobile) Predictive analytics Client segmentation Next best offer Automated marketing Mortgage refinance, Insurance plans Credit Card, Car Loan, Personal Loan… From rent to buy Price-sensitivity models Blog Key points to consideration: • Customer journey building. Searching for potential triggers for best offers for cross-sale. • Preparing of customer, products and services life-circle map for switching business from transactional to life-long relationship model. Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
- 7. CRM. THE MAIN PLAYERS CRM providers: • Best CRM systems at a market are: • Microsoft Dynamics 365 (CRM) • Salesforce • Oracle Siebel CRM • Gartner research allow to look to the best CRM Key, but hidden factors of CRM choosing: • Ability to scale to all your processes • Integration opportunities • Speed and stability of work • License policy and cost of ownership • Expertise at a market Source of a picture: Gartner (June 2021) Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School 7
- 8. CRM AT A CLASSICAL AND ANTI-CRISIS STRATEGY 8 Marketing and acquisition Sales efficiency (More sales, less costs) Cross-sale Clients retention Work with overdue debts and risks Work with overdue debts and risks Clients retention Cross-sale Sales efficiency (More sales, less costs) Marketing and acquisition Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School