MMS - B2B & CRM Notes
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The document provides an overview of customer relationship management (CRM) and its evolution over time. It discusses how CRM has shifted from a cost reduction strategy in the 1980s led by business process reengineering to a growth strategy in the 1990s led by information technology to a more marketing-focused approach in the 2000s with the rise of eCRM. The objectives of CRM are outlined as retaining customers, increasing sales, finding new customers, and improving marketing and sales decision making. Key aspects of eCRM, marketing opportunities, enterprise marketing automation, call centers, the customer lifecycle, and implementing CRM are also summarized.
MMS - B2B & CRM Notes
- 1. CRM
- 2. History… CRM Evolution Cost Reduction Strategy BPR Business Led 1980s ERP Growth Strategy SFA IT Led 1990s CRM eCRM Marketing Led 2000s
- 3. Objectives of CRM.. Retaining existing customers Selling more to existing customers Finding and winning new customers Increasing efficiency Improving marketing and sales decision making Enabling process measurement – leading to process improvement
- 6. What eCRM’s all about CRM-database access via the Web Customers is the original idea behind Database Marketing. Enables access by the wider population Remote contact tracking could be achieved.
- 7. Marketing opportunities Web marketing Web self service Automated response to email requests Remote data warehouse access Integrated marketing channels Every lead can be tracked Company can focus more on the needs of the buyer You don’t waste customers time and they don’t waste yours you can become the easiest company to do business with
- 10. Enterprise Marketing Automation (EMA) Also called as EMM (Enterprise Marketing Management). Provides continues relationship across multiple channels like the web, email, efax, telephone Helps in planning, executing, & analyzing the campaigns in the real time
- 11. Used in following Applications Campaign planning and Management Events Promotion Loyalty Programs Retention Programs
- 12. Objective : engaged the entire enterprise in the effort and provide a single view of the activity to any department or segment of the company. Providing a single view of the customer to the entire enterprise & with the responsibilities for the customer
- 13. Campaign planning and Management Identification of the prospect Generation of the lead Customer information capture Distribution of leads to appropriate segments Campaign planning Campaign execution Response management Refinement Channel management
- 14. EMA Components Events Capturing customer information through event registration and online interaction.
- 15. Promotion Web- based or web integrated marketing provides the same marketing goodies that customers have always been interested in: promotions, contests, cross-selling of products, up-selling of the products and discount coupons.
- 16. Loyalty and Retention Programs Birthday greetings. Holiday and Special occasion reminder Delivery of the gift ideas Welcome programs Points based programs
- 17. Partner and channel Management Partner relationship management (PRM) joint marketing programs to promote both business and partners For Example Cross-selling of a company’s complementary products. Promotion of new versions or upgrades products. Joint promotions with partners or affiliates.
- 18. Response Management Includes banner ads, direct mail, print ads, email, web site link, surveys, event registration results, internet registration, and online survey results. gathering, analysis and refinement of the response.
- 19. CALL CENTRE Customer interaction center (CIC) ACD (Automatic Call Distribution) IVR ( Interactive Voice Response) CTI (Computer telephony integration) Web-Enabling the Call Center Automated Intelligent Call Routing Logging And Monitoring
- 20. Steps in CLC
- 21. Customer Life Cycle for Banks
- 22. Customer Life Cycle The life cycle of the customer is the process the customer has been undergoing to be with company for all the years.
- 23. This includes the customer’s purchase history, perhaps how often he has taken advantage of special offers directed at him or her customer class.
- 24. Depending on what company identify as important to customer’s return on investment (ROI), it could also include customers’ marketing value to company and how much revenue that marketing value could be worth indirectly.
- 25. To find out what is the expected revenue generated from a single customer over the anticipated lifetime of that customer’s relationship with company is both the customer life cycle and the customer lifetime value (CLV).
- 26. Customer Interaction Some of the value that technology brings to the table in CRM is through increased customer interaction that doesn’t necessarily occur with a human being.
- 27. It is convenience and the ability of the customers to get something they need without having to rely on a busy human being, or worse, a lazy human being.
- 28. Customer Interaction is a critical component of CRM—especially the online variety.
- 29. Implementing CRM Pre implementation. Kick off meeting. Requirements gathering. Prototyping and detailed proposal generation. Development of customization. Power User beta Test and Data Import. Training and roll out and system hand off. Ongoing support, system optimization and follow up.
- 30. Pre-Implementation Phase Scalability of System Toolset & flexibility of customization Stability of existing CRM application code Compatibility of CRM applications with legacy systems (existing systems) & internet system. Level of technical support available during & after implementation Upgrade support Availability of additional modules such as EMA complementing SFA.
- 31. Kick of Meeting Project Manager Implementation leader Systems Engineer Responsible for all aspects of •Also called technical leader •Primary job is to do coding implementation •Usually dedicated to one project •They are onsite all the times. •Cost Control •His strength •Quality Combination of people •Testing technical skills do work •Customer Satisfaction •He assists in preparing •Important that software •Handles multiple Projects statement of work with project engineer knows how corporate •In case of any changes to manager sales processes tend to •In many implementation skills & technical & function linked to Statement of Work (SOW) with function & what is the sales customer to obtain solution. work slow
- 32. Phase1: Sales Module customization Phase2: Marketing Module customization Phase3: Integration with External Modules Phase4: Reporting integration