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Presentation By:
Dayanand Nadar
Farah Watcha
Royston Serrao
 m
ectives

mverview of CRM
Benefits of CRM
Case Study: Companies which have
Implemented CRM
 What is CRM?
CRM (Customer Relationship Management) are
the concepts used y organizations to manage
their relationships with customers.
CRM software is used to support these
processes.
From the outside, customers interacting with a
company perceive the usiness as a single
entity.
CRM helps a company unify its customer
interactions and provide a means to track
customer information.
 spects of CRM
Front office operations

Back office operations

Business relationships

nalysis
pproaches to CRM
pproaches to CRM
There are p
 different approaches to
CRM, with different software packages
focusing on different aspects:

mperational CRM
nalytical CRM
Colla orative CRM
 mperational CRM
Gives support to µFront mffice¶ usiness
process (e.g. sales, marketing etc).
ny interaction with customers is stored in
customers¶ contact histories, which the
staff can retrieve as necessary.
Gives staff access to important information
a out the customer, eliminating need for
individually o taining it from the customer.
 nalytical CRM
nalytical CRM analyzes customer data for a
variety of purposes:
Designing and executing targeted marketing
campaigns.
nalysing customer ehavior in order to make
decisions relating to products and services (e.g.
pricing, product development).
Management information system (e.g. financial
forecasting and customer profita ility analysis).

nalytical CRM generally makes heavy use of data

mining.
 Colla orative CRM
Helps unify information that is collected
through various departments¶ interaction
with customers.
Goal is to use information collected y all
departments to reduce costs and improve
the quality of services provided y the
company.
Benefits of Implementing CRM

ttracting new customers

Quicker and more efficient response to customer
leads and customer information
Simplification of marketing and sales processes
Understanding customer needs
Better customer service
Building customer loyalty
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 Stages In CRM
     

    
 
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CRM Solution Providers
Implementation of CRM
Case Study
DHL
Canon
Tata Motors
viva
Canon and CRM
Canon needed a comprehensive customer
data ase that could e made availa le to front
office personnel.
It purchased and implemented a Sie el CRM
package, which implemented a Call Center CRM
strategy in the sales department, among other
things.
Information that was stored for a period of 15
years was used in an attempt to achieve customer
satisfaction. Canon had 2200 users involved in its
implementation.
mverall improvement was seen in three main
areas ± Call Center, Sales and Service.
DHL and CRM
DHL Glo al Mail needed a CRM solution that could
cater to a glo al network and ultimately provide a
holistic view of the customer right across the glo e.
DHL used Salesforce.com as its CRM platform in
the dispatch and delivery of parcels, and usiness
post etc.
The CRM suite was installed simultaneously
around the glo e within six months and integrated
with the existing systems to ensure data
centralisation.
It achieved an integrated approach to the customer
worldwide and a single view of the customer as
well.
Tata Motors and CRM
Tata Motors was looking for real-
real-time availa ility of customer
and product data from its entire dealer network, faster
response to customer requests, increased productivity and
revenue generation, and a system that would give it a 360-
360-
degree view of customers across all possi le touch points.
The solution
ointly deployed y mracle, SP and IBM had
een implemented in phases since 2003.
The on-
on-line CRM initiative now supports over 15,000 users,
within the company and among its channel partners in India
and a road, to conduct all customer-
customer-facing transactions.
Besides achieving the a ove o
ectives, the CRM package
also helped in leveraging data to improve customer
interactions and streamline product development and
planning, which has helped Tata motors provide additional
value--added services to customers.
value
viva and CRM
viva decided to implement a CRM suite even efore it
commenced its Indian operations. The idea was to have
a etter interface with customers. It also wanted to
integrate its customer-
customer-facing departments.
It picked Talisma from among four vendors after a
stringent evaluation exercise.
viva took six months to implement the e-e-CRM suite. It
implemented all the e-e-CRM modules except for the chat
module. Today there are 450 users of the e-e-CRM suite
at the company.
The e-e-CRM implementation ena led viva to tap the
potential of the Indian insurance market y tailoring its
products and services, and quickly analysing and
ad
usting its marketing initiatives
 Bi liography
CRM Infoline ± www.crminfoline.com

µBasics of CRM¶
By mal Krishna Biswas

Gartner, Inc., µCommonly Deployed CRM

pplication Vendors in 2006¶ (Report)