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Introduction to Customer Relationship Management (CRM)
Customer Relationship Management (CRM) Dr Vish Ramakonar & Dr Ganesh Arulampalam | CRM ConsultantsFunded by Brought to you by
About Sankhya Consultants• Support businesses to grow using online technology tailored to their specific needs• Experts in Customer Relationship Management (CRM), Data Mining and Predictive Analytics Dr Vish Ramakonar & Dr Ganesh Arulampalam crmconsulting.net.au 2
Agenda – CRM CRM1. Introduction2. What is CRM?3. Why CRM?4. Current Challenges5. What CRM can Achieve6. Typical usage of CRM systems7. How CRM fits in with your Digital Strategy8. Common CRM tools and Examples 4
CRMINTRODUCTION Q. Who is the most important person in our business?
CRMWHAT IS CRM? Model for Managing Company’s interactions • with Customers, Clients and Sales prospects. Uses Technology • to organise, automate, and synchronise business processes • marketing activities, sales activities, customer service (Wikipedia, 2012)
CRMWHY CRM? Overall Goals • Find, attract, and win new clients • Nurture and retain those the company already has • Increase the customer loyalty • Attract former clients back • Reduce the costs of marketing and client service (Wikipedia, 2012)
CRMWHY CRM? • Customer Satisfaction is CRUCIAL for Gartner Research Businesses Companies can increase • by retaining an additional 5% of their profits by 125% customers Probability of selling to an existing customer • 60% - 70% 80% of your sales • comes from 20% of your customers
CRMWHY CRM?World Leading • Scott HallmanBusiness CoachBoost profits by • By seeing opportunities 3,300% and FOLLOWING UP • You need systems and To achieve this automated processes
CRMCurrent Challenges 1. Using Excel for Customer Management • Multiple copies • Difficult to Merge • Redundant Data Entry • Tracking Difficulties
CRMCurrent Challenges 2. Manual Processes or No Process • Marketing Campaigns management and tracking • Tracking Sales • Managing Sales Pipeline • Quote and Invoice Generation • Handling of Complaints and Enquiries
CRMCurrent Challenges 3. Status Reporting • With Excel based system – status reporting very tedious • Compilation of information may compromise accuracy • Lack of continuity if staff leave
CRMWhat CRM Can Achieve IMPROVE CUSTOMER SATISFACTION IMPROVE OPERATIONAL PROCESSES AND PRODUCTIVITY AUTOMATE REPORTING, DASHBOARDS & PREDICTIVE ANALYTICS
CRMSome Common Business ProcessesCRM Can Help Save Time With • Handling enquiries via phone, email etc • Capturing contact information • Creating quotes • Following up with customers • Creating invoices • Keeping track of potential sales • Keeping track of products/services purchased. • Emailing newsletters or info about upcoming events or new products • Tracking Marketing - Newspaper ads, Facebook, cold calling • Managing contracts, agreements and documents
CRMTypical Usage of CRM systems Customer Profiling • Add custom fields to Contact and Account screen to capture customer profile information specifically for your company. • Generate reports related to customer profile and sales data Marketing Campaigns • Manage Marketing Campaigns • Manage mass mailouts to leads and contacts for newsletters and offers • Link potential sales (opportunities) with campaigns to measure campaign success Sales • Track potential sales progress and sales pipeline • Integrate with 3rd party applications such as sales and accounting • Generate quotes, sales orders and invoices automatically – linked to inventory module
CRMTypical Usage of CRM systems After Sales Service • Manage customer complaints enquiries and feedback – track till closure • Integrate with customer portal to track service requests complaints/enquiries and give automatic updates to customers and staff involved. • Create workflows and integrate service level agreements Advanced Data Mining • Predictive analytics for improved marketing and customer service
For Marketing Campaigns CRMMarketing Manager Customer receives email Email drives traffic to Mail blast info to creates campaign company site customers and leads Revenue from Enquiries View reports to successful sales regarding the see how successful can be tracked campaign linked to your campaign was potential sales 21
For Sales CRM Salesperson creates Customer expresses System can generate Potential Sale (statusinterest in a product or reminders for If sale is ‘Proposal’) service salesperson to follow up successful, Sales System can generate a status ‘Closed quotation Won’ Track invoices till System can generate an payment received invoice directly from the quote 22
For Customer Service Center CRMCustomer Calls Support Helpdesk Rep answers CRM system displays If the customer is Number call and creates case for information to assist satisfied, Helpdesk the complaint/enquiry Helpdesk Rep rep closes the case Dept user calls customer back and closes ticket once the If Customer Care cannot answer complaint/enquiry has been the query, they generate a ticket resolved and route to the respective department 23
After Sales Service Requests using online CRMCustomer Portal After-sales Dept receives After-sales assigns a Customer with When issues are email notification and ticket to relevant service request logs resolved and case is assigned personnel.onto customer portal customer is automatically in CRM Customer receives satisfied, ticket and updates via email/portal case are closed 24
CRMHow CRM fits in with your Online StrategyLeads Capture Website Form E-commerce Self Help Online Customer Shopping Portal CRM SYSTEM Reports and Analytics 25
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