Customer Relationship Management

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Customer Relationship Management

• Ahmed Al-Laslas
• Kelli Denny
• Brian Potwora

2
What is CRM?

• It is a strategy used to learn more about a
  customers' needs and behaviors in order to
  develop stronger relationships with them.
• CRM can mean increased customer loyalty and
  profitability

3
Do You Need CRM?!?

• If you do not know who your customers are,
• you need CRM.
• If you do not know your customers needs,
  you need CRM.
• If you are losing customers to your competitors,
  you need CRM.

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Purpose of CRM

• Customer relationships in the past
• Customer relationships now
• Trying to use CRM to bring back good customer
  relationships

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3 CRM Targets

• Applications
• Infrastructure
• Transformation

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Understanding The Relationship With Your Customer
Will.

• Provide services and products that customer the
  wants
• Offer better customer service
• Allows cross selling products to be more
  effective
• Help the sales employees to close deals faster
• Assists in maintaining current customers and
  discovering new customers

7
Examples of How its Used
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Customer Satisfaction
9
Marketing, Sales, and ServiceCommunication
Channels
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3 Areas of CRM

• Operational
• Collaborative
• Analytical

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Operational CRM

• Automation or support of customer processes
• that include a companys sales or service
  representative
• Support to front office of the business process
• Call centers

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Collaborative CRM

• Direct communication with customers that does not
  include a companys sales or service
  representative
• Objectives
• Cost Reduction
• Service Improvements

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Analytical CRM

• Analysis of customer data
• Objectives
• Target marketing campaigns to optimize marketing
  effectiveness
• Specific customer campaigns
• Analyze customer behavior
• Management Decisions
• Prediction of the probability of the customers
  actions

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Harrahs Entertainment

• Customer Loyalty Program
• Gave incentives to customers at casinos they
  frequently visit
• 62 of return on IT investments

15
Predictive Analytics

• The area of statistical analysis that deals with
  extracting information from data and using it to
  predict future trends and behavior patterns.

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Target Marketing

• Customers receive marketing messages tailored to
  their particular market segment

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Relationship Marketing

• Maintaining and developing a relationship with an
  individual customer
• Relied on two-way dialogue between a company and
  a customer to develop a deep relationship

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Personal Information Manager

• All purpose electronic diary with basic database
  functionality, that you could use to start
  organizing your names and addresses, and time

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Contact Management System

• More in-depth than PIM

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Salesforce Automation

• The core of CRM
• Understanding, mapping
• and rationalizing the
• sales process

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Hosted vs. On-Premise

• Hosted CRM - A company out sources some or all of
  its CRM functions to an application service
  provider.
• On-Premise Software is installed on individual
  computers in a company.

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Cost

• Expensive
• No exact price
• depends on system and company size, etc.
• Hosted CRM
• 65 to 150 per User
• On-premise CRM
• Several thousands to millions of dollars

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Downfalls

• Can be expensive.
• Not all employees use it
• may install it on computers where it is
  unnecessary.
• The computer cant do everything for you.
• Still needs some personal intelligence.

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Benefits

• More timely and targeted customer services
• Increased per-customer revenues
• Trimmed sales cycles
• More-efficient call center operations
• Improved sales forecasting
• Fewer customer problems
• Better-informed marketing decisions

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All Working Together
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7 steps to selecting the best CRM system for your
company

• Decide what you want from a CRM system
• Research various systems and determine the pros
  and cons
• Get referrals from users of each system under
  consideration
• Decide on a CRM system, and develop a CRM team
• Customize and develop the system to meet your
  company's needs
• Develop and implement a training program
• Roll out, review, and improve your system

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Common CRM Used Today

• SAP
• Oracle
• Microsoft Dynamics 3.0
• Salesforce.com
• Others

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Where is CRM Going?

• Multi-Channeling
• Cell Phones
• iPhone
• Blackberry

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References

• http//www.microsoft.com/dynamics/accountingprofes
  sionals/ap_boomer_crmsystem.mspx
• http//www.salesforce.com/products/what-is-crm.jsp
  
• http//cio.com/article/40295/40295/26
• http//searchcrm.techtarget.com/sDefinition/0,,sid
  11_gci939083,00.html
• http//www.crmproject.com/documents.asp?grID444d
  _ID4360
• http//en.wikipedia.org/wiki/Predictive_analytics
• http//www.crmproject.com/documents.asp?d_ID4373h
  ttp//en.wikipedia.org/wiki/Customer_Relationship_
  Management
• http//www.salesforce.com/products/what-is-crm.jsp
  
• http//cio.com/article/40295/ABC_An_Introduction_t
  o_CRM
• http//www.smallbizcrm.com/crm-history.html
• http//cio.com/article/123901/Multi_Channel_CRM_It
  _s_in_Your_Future
• MIS Quarterly Executive Vol. 1 No. 2 / June 2002