What CRM Means?

CRM is the strategic use of

Information, Processes, Technology
and People to manage the
customer’s relationship with the
company’s various operations, viz.,
marketing, sales, services and
support, across the customer life
cycle
THE CRM HIERARCHY
The Customer Actualization Paradigm

LOYALTY

Customer Value

Tools / Processes

Customer Knowledge

Customer Information
 CRM revolves around…

Customer Life Cycle (CLC):

Customer Asset:
Customer Value:
Customer Touch Points:
Customer relationship management model

1)Create database
2)Analysis
3)Customer selection
4)Customer targeting
5)Relationship marketing
6)metrics
• Siebel Systems Inc.
– Founded in 1993
– Today: World’s Largest customer centric,
eBusiness application software provider
– 2010 Revenue: $79 billion
– 100% value-adding customer information
systems
• A successful CRM implementation with
high ROI potential needs:
– Properly trained Front Office staff
– Proper data and good use of it
– Proper workflow processes
– Proper integration of Front Office and Back Office
– Proper software to support the strategy
– Full support of top managment
CRM as business strategy

optimization of revenue, profits and customer

satisfaction by organizing around custome
satisfaction, more effective customer
interactions, integration through all customer
channels and back office enterprise functions
The purpose of crm

The purpose of crm program is to recognize

the best customers, retain them, encourage
greater usage of company product or services
 Understanding the Components

Information
Infrastructure
Technology

Process
People Customers
Building Infrastructure
Steps in Infrastructure Building
Understanding business requirements: Post-plan
appraisal (based on purpose, partners, programs).
Analyze needs: Information type and source; Systems
inventory.
Constructing a solution: Process of integration
through IT
Implement the solution: Designing, Testing, Aligning
hierarchy, Launching the Project
Understanding the customers
Customer facing Strategies of CRM
 Understand & Differentiate
◦ Understanding demographics and preference patterns, differentiating
based on specific needs
 Develop & Customize
◦ Developing products to meet customer needs and customizing by
specific segments
 Interact & Deliver
◦ Interacting with customers and delivering increased value
 Acquire & Retain
◦ Acquiring prospective customers and retaining valuable customers
 The key benefits of crm

1)Increase customer retention and acquisition

2)Increase sales
3)Decrease costs

What motivates companies to adopt crm

1)Competition
2)Customer expectation
3)Technology
4)Diminishing importance of advertisements
 Types of CRM Projects
Operational CRM: Integrating business processes
involving CTPs.
Collaborative CRM: Involves facilitation of
collaborative partners / services for building
relationship with customers.
Analytical CRM: Involves use of analytical tools
and technology to analyze the data that gets
converted into knowledge.
The CRM Lifecycle
Develop Strategy
◦ Plan the Project
Build Infrastructure
◦ Integrate components
Know your Customers
◦ Target Customers
Deliver Customer Offer
◦ Evaluate Results
Customer Relationship
Management
CRM in Aptech
Background
 Education Service Provider in India
 Concentrating on IT Training
 Over 1500 Centers in 20 countries
 SBUS
◦ Mainline Education
◦ ARENA Multimedia
◦ Asset International
◦ International Education
◦ Online & e-commerce
◦ Knowledge Management
◦ B2B
CRM at Aptech
 Need
◦ In order to provide unlimited access to all operational areas
◦ To have a record of students – intake, feedback, queries
and complaints
 CRM Roadmap
◦ Customer Response System (CRS): For registering
feedback, complaints and queries
◦ Customer Automation System (CAS): Student database to
have access to the operations
CRM in Aptech
 Technology
◦ Client Server with Oracle as backend and Power Builder as
front-end.
◦ CRS was linked to CAS
 Interface
◦ A user friendly registering mechanism
◦ Automated response mechanism
◦ Provision for escalation
◦ Status enquiry mechanism
 KM Module
◦ User Perspective: A one point interface
◦ Administrator Perspective: A one-point response mechanism