Presentation On CRM Customer Relationship Management

Presentation On CRM Customer Relationship Management

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  Presented By Mr SadamHussain Indhar Presentation ON CRM
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  Marketing: Managing ProfitableMarketing:Managing Profitable Customer RelationshipsCustomer Relationships
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  What is Marketing? 1- 3 Marketing is managing profitable customer relationships Attracting new customers Retaining and growing current customers “Marketing” is NOT synonymous with “sales” or “advertising”
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  What is Marketing? 1- 4 Kotler’s social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
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  What is Marketing? 1- 5 Goods Services Experiences Events Persons Places Properties Organizations Information Ideas Many Things Can Be Marketed!Many Things Can Be Marketed!
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  1 - 6 Needs,wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Core Marketing ConceptsCore Marketing Concepts What is Marketing?
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  Marketing Management 1 -7 Marketing management is “the art and science of choosing target markets and building profitable relationships with them.” Creating, delivering and communicating superior customer value is key.
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  Marketing Management 1 -8 Customer Management: Marketers select customers that can be served well and profitably. Demand Management: Marketers must deal with different demand states ranging from no demand to too much demand.
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  Marketing Management 1 -9 Production concept Product concept Selling concept Marketing concept • Societal marketing conceptSocietal marketing concept Management OrientationsManagement Orientations Marketing Management
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  CRM 1 - 10 CRM– Customer relationship management ... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
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  CRM 1 - 11 Itcosts 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied. Marketers must be concerned with the lifetime value of the customer.
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  CRM 1 - 12 Attracting,retainingand growing customers Building customer relationships and customer equity Customer value/satisfaction Perceptions are key Meeting/exceeding expectations creates satisfaction Loyalty and retention Benefits of loyalty Loyalty increases as satisfaction levels increase Delighting consumers should be the goal Growing share of customer Cross-selling Key ConceptsKey Concepts
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  CRM 1 - 13 Customerequity The total combined customer lifetime values of all customers. Measures a firm’s performance, but in a manner that looks to the future. Key ConceptsKey Concepts • Attracting ,Attracting , re taining andre taining and g ro wingg ro wing custo m e rscusto m e rs • Building custo m e rBuilding custo m e r re latio nships andre latio nships and custo m e r e q uitycusto m e r e q uity
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  CRM 1 - 14 Customerrelationship levels and tools Target market typically dictates type of relationship Basic relationships Full relationships Customer loyalty and retention programs Adding financial benefits Adding social benefits Adding structural ties • Attracting ,Attracting , re taining andre taining and g ro wingg ro wing custo m e rscusto m e rs • Building custo m e rBuilding custo m e r re latio nships andre latio nships and custo m e r e q uitycusto m e r e q uity Key ConceptsKey Concepts
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  Marketing Challenges 1 -15 Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. Major marketing developments can be grouped under the theme of Connecting.
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  Marketing Challenges 1 -16 Via technology With customers With marketing partners With the world Advances in computers, telecommunications, video- conferencing, etc. are major forces. Databases allow for customization of products, messages and analysis of needs. The Internet Facilitates anytime, anywhere connections Facilitates CRM Creates marketspaces ConnectingConnecting
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  Marketing Challenges 1 -17 Via technology With customers With marketing partners With the world Selective relationship management is key. Customer profitability analysis separates winners from losers. Growing “share of customer” Cross-selling and up-selling are helpful. Direct sales to buyers are growing. ConnectingConnecting
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  Marketing Challenges 1 -18 Via technology With customers With marketing partners With the world Partner relationship management involves: Connecting inside the company Connecting with outside partners Supply chain management Strategic alliances ConnectingConnecting
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  Marketing Challenges 1 -19 Via technology With customers With marketing partners With the world Globalization Competition New opportunities Greater concern for environmental and social responsibility Increased marketing by nonprofit and public-sector entities Social marketing campaigns ConnectingConnecting
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