m



V CRM is the strategic use of information, process, technology, and people

to manage customer¶s relationship with your company (marketing, sales,
services and support ) across the whole customer life cycle.

m


V CRM focused on strategic impact rather than operational
impact. Benefits are generally long term rather than
immediate
V CRM is total discipline
V CRM Technology Machine
V People Power
V Customer information Raw material
V Process and interaction Product

m


V CRM technology and people to turn customer
information into process and interaction that builds
customer loyalty.
V CRM includes all the functions that directly touch
the customer throughout his/her entire life with your
company.
V It touches multiple organizations and crosses
boundaries but functions usually included in CRM
are marketing, sales, customer services and support.

m


V INFORMATION: Information is raw material of CRM. These type of
information are useful to CRM
À ×Identification data×
À Marketing data

V PROCESS: Customer centered processes are the product´ of CRM

À ×All current processes that directly touch the customer.×Touch points
by which we interact with customer such as phone, e-mail etc.
À ×Integrating and rationalizing the processes from customer¶s point
of view.

m


V ¬ 
V

V   
 
V 
 
V 
V  
  

m


 V TECHNOLOGY: Technology is machinery that enables the CRM to work. These
are examples of technologies that CRM may find useful.
À ×Software product (process automation tools, analysis tools, web site
development, and management tools)
À ×Networking and integrating application and database
À Security features, such as encryption tools and firewalls

V PEOPLE: People are power supply of CRM. The energy source must be set to the
right voltage for entire system to work.
À ×Training and education
À ×New tools
À ×Measurement and rewards

m


 The customer life cycle is total time that a customer is engaged with your company.
There is high level of cycle that is consistent for customers, no matter There is
high level of cycle that is consistent for customers, and no matter how much the
customer spend on each stage;

1. Consider: Customer becomes aware of need and investigates alternative solution

2. Purchase : Customer evaluates and chooses the best alternatives and place order.

3. Set up: Customer install the product and learn how to use it.

4. Use: Customer operates and maintain the product and finally makes the decision
to retire it or upgrade, which starts the cycle all over again.

m


 Increased customer loyalty =
Increased Profits

Integrated and personalized customer

interaction

Data enabled processes and tools

Integrated customer knowledge

Customer transaction data

m


 V Customers can be divided into three zones:

1. Zone of defection where customers are extremely hostile and have the lowest
level of satisfaction.

2. Zone of indifference where customers are not sure. They have a medium level of
satisfaction and loyalty towards the company.

3. The third level of customers are in the zone of affection described as "Apostles".
CRM focuses on bringing customers from level 1 to level 3 and "Apostles

m


V aell, he would know your favorite items and preferred brands, won't he? So, he organizes them to be in your
easy reach. Perhaps he may himself suggest a new product, which was introduced recently, that falls within
your Interest area. Now this is not very imaginative isn't it? It required quite a few visits for you to get this
personalized service.

V ahat about someone just like you who is coming to this store for the first time? To make it more clear, now
consider your storekeeper friend. Based on his data about you, he can go a step further and watch your buying
pattern. He also tries to understand all the youth in a similar age group and then tries to say that all youth in the
age group 21- 29 who come to my store prefer these types of products. Their buying peaks in summer and
therefore it makes sense to run promotions targeting the youth in summer


m


V CRM is one of the newest innovations in customer service today. CRM
helps the customer service staffs cope with customer Concerns
and issues.CRM involves gathering a lot of data about the customer. The
data is then used to Facilitate customer service transactions by making
the information needed to resolve the issue Or concern readily available
to those dealing with the customers. This results in more satisfied
customers, a more profitable business and more resources available to the
support staff. Further more, CRM Customer Relationship Management
systems area great help to the management in deciding on the future
course of the company.

m


V As mentioned, there is much data needed for the CRM system to work.
These fields include the customer name, address, date of transactions,
pending and finished transactions, issues and complaints, status of order,
shipping and fulfillment dates, account information, demographic data
and many more. This information is important in providing the customer
the answer that he or she needs to resolve the issue without having to
wait for a long time and without going to several departments

m


V      



    
    
 
    


 ¬     
  
 
 

    
 


  



   
      
  
   


V


  
           
 
   
 
       
   
   
  


      
       
  


 

   
  

m


V In the world of servicing guests, there are as many challenges as there
are, well...challenging customers, but in the current age of "branding"
one of the biggest ones is ensuring a consistent customer service
experience. This challenge is three-pronged: First, managers must be able
to manage consistency in the face of interchanging slow and busy times
and seasons. Second, consistency needs to been ensured across job titles,
roles, and pay ranges. Third, the marketing message must be in tune with
a plan to set guest expectations according to the season and customer tier
considerations

m


V The guest servicing standards themselves should focus on
not just consistent responses, but also should prevent
consecutive negative experiences. In other words, if a guest
has experienced a negative event (i.e. complained that the
room wasn't clean upon check in), this fact needs to be
captured and made available to customer-facing employees
so that they can put an extra effort into making sure that
there remainder of the hotel stay or restaurant experience is
as positive as possible.
m


A further back-end benefit to capturing the negative event
information is that it will enable analysis of customer experience
shortcomings. This in turn allows for active methods for
managing, monitoring, and predicting customer satisfaction, which
can then lead to fine-tuning the marketing message, interaction
standards, and employee training. Predictive analytics can be used
to understand latent pain or dissatisfaction before it percolates and
impacts customer loyalty.

m


V Customer relationship management (CRM) is more than the practice
of collecting guest-centric data. It¶s the art of using historical, personal,
and experiential information to personalize a guest¶s stay while
generating incremental revenue opportunities.
V Using the Microsoft suite of applications, devices, and technology,
Microsoft partners can provide you with CRM solutions that personalize
the guest experience and help you generate more revenue.

m


V mevelop comprehensive guest profiles from reservation information and
demonstrate to guests that the property is in touch with their and demonstrate
to guests that the property is in touch with their needs

V mrive guest--centric data down to the transaction level , allowing employees

and guest--facing technology to deliver greater value to the guest

V Generate a realistic profile on the spending and stay patterns of guests,

allowing the property to create guest--centric marketing for increased loyalty
and spending

m


V  
  
V



V m   
 !


 "

m


V u      

V
 
 ¬


 #  

  
V 

  
 
V 


  
 
V î ’


m


  
     
   


$
      

          
 
 
$
        

  

m




  
      
       
  
    
    


      
  
    


m


V  
 


 
  
%
V  


 

  %
V   
    




%

m


V

& 
V
  

V
  
V    


m


V m  '

  
V
(  
V & 


V m   

m


V m    
' 


  

V  
  
#


  


m


V Î  

V
 

m


V
(   
V m
  

m


¬            !  
 
  '
"
   

  

 
  
 
      
  

 ¬      $ 
    


m


V ¬ 

   
       
 


 
     


V
 (   
  
  

     

V ¬     
  
   
  

V     
 
 
   
 


    

V   

        
  

  
  
     
   

 



m


V 
 
  
    

          


  
    

V    

   

 

       
 
V )  
    
 
 
 (
      
 
         '
 
  
   

m