Training

Presentation
Demo Kit
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CRM – Customer Relationship

Management
Product Code: M120
www.globalmanagergroup.com

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Why Does the Organization
Need CRM?
• To increase profitability through providing a
better service to the customer
• Gain more control in interaction with
customers
• Manage expectations better
• Understand what customers really want
• Provide products that better serve
customers
• Increase trust
• Competitive advantage
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 Scope of CRM today
Lead Tracking &
Sales Management

Customer
Contact
Service
Management
Management

Customer Database
“single view Integration with
Campaign
of customer” Product Engines
Management
(Transactions)

Workflow &
Telemarketing
Fulfilment
Marketing
Encyclopaedia

Integrated sales, marketing and service across all

channels and all products
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 What is Customer Relationship
Management ?
2. identify attributes
of most profitable
customers

3. re-formulate
strategy to focus on
profitable segments

1. conduct profitability
analysis

4. modify processes to
create the best possible
experience for target
segments

6. measure for
effectiveness and
communicate strategy
& success metrics

5. modify organizational
structure and
compensation to align
employees to strategy

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 Core Principles
Clients are focusing on the top line by focusing on their
customers.

Revenue Revenue
-Expense -Expense
$Profit$ $Profit$

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 Customer Lifecycle
A strategy is needed to guide how customers are managed
over the course of the customer lifecycle
Four Phases of the Customer Relationship

Target Acquire Retain Expand

Customers Customers Customers Customers

X What is the best channel for

X Who do we want to target? X What service levels are X How many products
each segment?
X What segments are the most required by each customer does our average
X What channels do our
profitable? segment customer buy ?
customers want to use?
X How do we leverage X What is the best way to X How can we induce our
When? Why?
customer relationships to provide service to each current base to buy
X What is the acquisition cost
build brand? segment? more products?
for a channel / segment?
X How do we reach our X What is the impact of X How have customers
X Should we be worrying
customers? service on retention and changed their usage
about retaining existing
X What to we spend on expansion? over time?
customers more than getting
targeting customers? X What does it cost to service X How can we get
new ones?
X How do we improve our hit our customers? Is it referrals from our
X What channel approach is
rate? justified by their value? customers?
most effective?
X How can we improve
retention?

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Models of Customer Relationship Management

Model of selling
partner relationship effectiveness

Independence

Mutual trust Selling partner

relationship
Cooperation effectiveness

Relative influence

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 Technology is an Enabler for CRM
•CRM links front-office strategies, operations, technologies,
and people with customer interaction channels to present
“one face” to customers
BEST PRACTICES LIBRARY
Launch pad
CORE DESIGN
Channels Marketing
TV, Radio, Newspaper
and Signage Advertising
Broadcast Media
Direct Mail, Product
Teasers, Catalog
Mail
Product Demos,
Conferences, Expos,
Field Operations Education Events
Customer Groups/Cubs,
VARs, Wholesalers
Agents/Distributors
In/Outbound
Call Center
Telemarketing, Info Cntrs
Instore Signage,
Coupons, Info Kiosks
Retail
Brochureware,
Advice/Community Sites, e-
Internet Mail Marketing
Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
Value
Brand
Personalization
PRINCIPLES Seamless
Real-time
Dynamic
Sales Service Integration Best Practices
Interactive TV Sales Broadcast Informational
Programs Spots
General CRM
Direct Mail, Catalog Spare Parts Fulfillment, Integration Areas
Product Info, Returns
Direct Sales, Field Service, Training
Inside Sales
SBU to SBU
Wholesalers, VARs, Outsourced Product
Integration
Resellers Support and Repair
Inbound and Outbound In/Outbound Service Call
Telesales Center, IVR, Fax-back Business Partner
Integration
POS Brick and Mortar Service Centers
Locations, In-store and
Distributed Kiosks
Interactive Sales Sites, Information Sites, Interactive
Auction Sites, Market Sites, Service Sites, e-Mail Folllow- Back Office to Front
Portals up
Office Integration
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 Conceptual CRM Architecture
Access Channels Customer Interaction Internal & External
Systems Data Sources

In person Functionality
Sales • Account/Contact
automation

Business Integration Services (Middleware)

Mgmt
• Service Mgmt
Telephone
• Workflow Mgmt
IVR • Campaign Mgmt

Customer
Telephone Business
Chooses the Objects
Call
channel
Center
• Account
Fax & E-Mail • Contact
• Policy
Electronic
• Asset
Web • Opportunity
Commerce/ • Service Request
self-service

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 Challenges impacting
understanding your customer

Identify Know
the Customer the Customer’s
Value
Learn from
Customers Determine
Best
Resource
Access
Complete Customer
Profile & History

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Common customer service
complaints
“I“Ientered
enteredmy
myaccount
accountnumber
numberand
andthe
theagent
agentstill
stillasks
asksme
mefor
forit.”
it.”

“I“Ihate
hatebeing
beingtransferred
transferredfrom
fromone
oneperson
personto
toanother.”
another.”

“It
“Itis
isfrustrating
frustratingto
tosit
siton
onhold
holdfor
forminutes
minuteson
onend.”
end.”
“Why
“Whycan’t
can’teverybody
everybodyknow
knowmymyissue?
issue?This
Thisis
isthe
the10th
10thtime
timeIIhave
have
call
callabout
aboutthe
thesame
sameproblem.
problem. Don’t
Don’tthey
theyvalue
valuemy
mybusiness?”
business?”
“I“Imight
mightnot
notget
getaatimely
timelyanswer
answerififIIemail.
email.I’d
I’drather
rathercall.”
call.”
“How
“Howcome
comewhen
whenIIgogoto
tothe
theweb
website
siteIIget
getaadifferent
differentanswer
answerthan
than
when
whenIIcall
callinto
intoyour
yourcall
callcenter?”
center?”
“I“Ijust
justwant
wantto
totalk
talkto
toaalive
liveperson
personrather
ratherthan
thanenter
enter1,
1,2,
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or33on
onmy
my
touchtone
touchtonephone.”
phone.”
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 Development | Customer Focus
• CRM is not the automation of existing customer-related
processes. To derive full benefit from technology, you
must examine the value of your existing customer
touching processes as perceived by your customers.
• Where possible, the processes must be re-engineered to
increase the speed of the activity and convenience of the
customer. In addition you must build customisation of
processes based on past history and preferences of the
customer which should be accessible in real time.
• All customers are not equal – the company must
recognize which of its customers are disproportionately
responsible for its current and future success, and treat
them as such.
• Customer focus must be deployed at all levels in the
organisation by the regular monitoring of customer
satisfaction and its linkage with employee compensation
packages.
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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Know your customer common
business processes
Obtain
Initiate
InitiateRequest
Request ObtainCustomer
Customer
Feedback
Feedback
Phone
Email
Customer
Web

Route
Identify RoutetotoBest
Best
IdentifyCustomer Identify
Customer IdentifyRequest
Request resource
Technology resource
Agent skills
Agent availability
Customer attributes

Screen
Screenpop Capture
CaptureCustomer Cross-sell
pop Customer Complete Cross-sell/ /
Customer History Details CompleteTask
Task
Details / UpdateProfile
/ Update Up-sell
Customer History Profile Up-sellOffer
Offer

Call Center
Agent
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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Implementing CRM
• Technology
Key:
1 to 1 – One-to-one marketing
CRS – Call reporting system
ISS – Interactive selling system 7th
MC/S – Mobile client/server system
6th Technology
MES – Marketing encyclopaedia
Inter-enterprise enabled
system 5th
OMS buying
OMS – Opportunity management
system 4th Enterprise OMS
Virtual sales Web
Intra-enterprise
SAS – Sales analysis system 3rd SCS, OMS, MES channel buying
SCM – Supply chain management Telesales, ISS, team selling Integrated
Acct/territory Inter-enterprise
2nd Integrated sales All assisted inter- and
SCS – Sales configuration system manager team selling
1st Contact channels
Order entry desktop intra-enterprise
manager integrated
Word processor
Generation Expense
CRS, SAS
Spreadsheet MC/S
Key application Email
reports
components
Change mgmt
Minimal Significant Daunting Extreme
potential
Team and Individual Sales Team Enterprise/Value Network
technique focus
Sales styles Product Selling Proposition Selling Solution Selling

Enables SCM 1 to 1

ROI
Low Return on Investment High
Source Gartner Group

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Customer Relationship Management
Strategic Sub-Processes Process Interfaces Operational Sub-Processes

Review Corporate
Customer Service Differentiate Customers
and Marketing Strategy Management

Prepare the Account/Segment

Demand Management Management Team
Identify Criteria
for Categorizing Customers
Internally Review the
Order Fulfillment Accounts

Provide Guidelines for the

Degree of Differentiation in Manufacturing Flow Identify Opportunities
the Product/Service Management with the Accounts
Agreement

Supplier Relationship Develop the Product/Service

Management Agreement
Develop Framework for
Metrics
Product Development Implement the
& Commercialization Product/service Agreement

Develop Guidelines for

Sharing Process Measure Performance and
Returns Management
Improvement Benefits with Generate Profitability Reports
Customers

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Integrating Key Business Processes

Information Flow

Manufacturer
Tier 2 Tier 1 Consumer/
Supplier Supplier Logistics Customer End-Customer
Purchasing Marketing
PRODUCT FLOW
Production Finance
R&D
Supply Chain Management Processes

CUSTOMER RELATIONSHIP MANAGEMENT

CUSTOMER SERVICE MANAGEMENT

DEMAND MANAGEMENT

ORDER FULFILLMENT

MANUFACTURING FLOW MANAGEMENT

SUPPLIER RELATIONSHIP MANAGEMENT

PRODUCT DEVELOPMENT AND COMMERCIALIZATION

RETURNS MANAGEMENT

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Selling Customer Management
• Complete order life cycle
Customer Inquiry/
Customize Commit Order
Lifecycle Prospect

{
Contract Order
Sales Lead Configurator
Partial Pricing Entry
Functional
Solutions Product Available to Proposal
Commission
Catalog Promise & Quote

Complete
Integrated Integrated Selling Chain Application
Solutions

Cross-Functional Processes
Breaking Down Departmental Walls

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Universal Business Problem:
Managing the Order Acquisition Process
Identify Potential Customer

• Order acquisition Understand Customer Needs

process Validate Needs with Customer

– needs assessment
Develop Alternative Scenarios
– option selection
– order configuration Translate into Production Terms

– order quote and Determine configuration, cost and price

proposal, complete
with drawings, Determine terms, availability and delivery

schematics, and Present Bid/Proposal to Customer

performance metrics
Evaluate and Revise Bid

Prepare Order

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
Evolution of the Sales Process

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 Training
To train grantors and the grant community how to use the Grants.gov
Storefront.

Grant Community Grantors

Online Course PRIMARY Classroom Course

TRAINING ƒ Full day in two modules:
ƒ Self-study via online demo site, -- Grantor’s perspective of system use
includes simulation and practice Prior -- Grant Applicant’s perspective
exercises to using ƒ Simulation and practice exercises
storefront ƒ Student manuals

Evaluation of course Evaluation of course and instructors

Supplementary Aids SUPPLEMENTARY Supplementary Aids

ƒ Frequently asked questions AIDS ƒ Frequently asked questions
ƒ Quick reference guide ƒ Quick reference guide
During
ƒ Online user guide ƒ Online user guide
ƒ Online help use of ƒ Online help
storefront

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Managing Customer Relationships
Qualifying prospects for relationship building

High
Use a non Build a strong
customized and lasting
approach relationship
Opportunities
for adding
value

Seek better Focus on

opportunities loyalty-building
elsewhere program

Low
Low High
Potential profitability of customer
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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
examples
ABC Steel | Profitability Measurement I
• The first thing that we need to do is to measure profitability by
customer – which means, getting sufficient information from the
functional areas to find, per customer, per fiscal period:
• Total Revenues.
• Total Sales Costs – calls, visits, etc.
• Total Sales Support Costs – calls, problem resolutions, etc.
• Total Manufacturing Costs – for all raw materials, plus the
MARGINAL cost of manufacturing the customer’s orders.
• Total Shipping Costs – for all orders by the customer.
• Total Accounting/Finance Costs – for all orders by the
customer.
• Finally, we need to include the cost of re-work in the event a
particular order was either off on quantity or on specification
and needed to be returned and reworked.
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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 INDIAN Bank | Relationship
Management
• It is well established that a small number of customers account
for the main component of profitability for a bank. Therefore,
logic demands that they be given special status and attention to
retain their loyalty.
• This can be achieved by designating certain bank officers as
relationship managers for a specified group of high value
customers.
• Customer relationship managers should be the single point of
contact for the customers. They should facilitate all services
even though some of these may be provided by other bank
staff.
• The bank officers should occasionally visit the customers on
their charge and develop close rapport with key officials of the
customer organisations.
• This personalised attention will go a long way in retaining this
high-value customer loyalty.
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 M120- CRM-CUSTOMER RELATIONSHIP
MANAGEMENT
CONTENTS OF TRAINING PRESENTATION KIT

Chapter-1.0 CONTENTS OF TRAINING PRESENTATION

No of slides: 250
The entire presentation kit is having 2 main directories as below.

CRM--Customer relationship management

Literature Presentation
(Word Files) (Power point Slides)

Programs
Case stud_1
01 Introduction
02 CRM in services
03 CRM tools
04 Competitive environment 01 Introduction
05 Customer service module 1 02 Core principles
06 Customer service module 2 03 Planning and development
07 Customer service module 3 04 Crm software & implementation
08 Designing work shop 05 Models and technology used
09 Analyzing data quality 06 Current status and future
10 Similarity 07 Avoiding common barrier
11. Managing relationship 08 CRM out reach
Annexure 09. Managing crm
10. Examples

PART-A Presentation: -

Under this directory further files are made in power point presentation as per the
chapter listed below.
• Topic wise Power Point presentation in 11 modules as listed below.
1. Introduction to CRM
It covers what is, why CRM, brief history, how does CRM impact on an organisation, concepts,
touch points, deciding who should lead CRM function, stages in development of CRM functions,
model used for CRM and few examples etc describe in understanding manner.
2. Core principles

Naman Infotech Centre. Tele: 91-079-26565405, 26561104 Page 1 of 5

 M120- CRM-CUSTOMER RELATIONSHIP
MANAGEMENT
CONTENTS OF TRAINING PRESENTATION KIT
It covers core principles related to CRM and technique describe in detail with suitable example.
3. Planning and development
It covers prerequisite, roadmap to CRM, preparation management education, analysis, process
design and development, pilot deployment, expected pitfalls describe in detail.
4. CRM software and implementation
It covers what is, implementation of strategies, technologies describe in detail.
5. Model and technology used
It covers models and technologies, why integrated, partnership model, technology set up, CRM
infrastructure describe in detail.
6. Current future and status
It covers why do we need CRM, current development of CRM and future of CRM describe with few
examples.
7. Avoiding comman barrier
It covers comman barriers and how avoiding that and competition, technologies and how
transforming customer contact in revenue, selling chain management describes in detail.
8. CRM out reach
It covers outreach goals and objectives, customer input and training and CRM plan outline
describe in detail.
9. Managing CRM
It covers how managing and focus CRM with example describe in detail.
10. Example1
It related to CRM in ABC steel company describe in detail.
11. Example2
It related to CRM in ABC pool describe in detail.
12. Example3
It related to CRM in ABC united describe in detail.
13. Case study-1
It related to CRM in Indian bank.

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 M120- CRM-CUSTOMER RELATIONSHIP
MANAGEMENT
CONTENTS OF TRAINING PRESENTATION KIT
PART-B. Literature:-
This topic covers write up for the ready reference to the trainer for understanding and reading.

Chapter No. SECTION

1.
Introduction
2. CRM in services
3. CRM tools
4. Competitive environment
5. Customer service module 1
6. Customer service module 2
7. Customer service module 3
8. Designing work shop
9. Analyzing data quality
10. Similarity
11 Managing relationship
12 Annexure1

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 M120- CRM-CUSTOMER RELATIONSHIP
MANAGEMENT
CONTENTS OF TRAINING PRESENTATION KIT

2.0 USER FUNCTION

Chapter-2.1 HARDWARE AND SOFTWARE REQUIREMENTS

2.1 Hardware and Software Requirements

A. Hardware: -

• Our presentation kit can be better performed with the help of P3 and above computers with a
minimum 10 GB hard disk space.

• For better visual impact of the power point presentation you may keep the setting of colour
image at high colour.

B. Software used in presentation kit

• Hand-outs written in word 98 and window 2000 and Presentation made in Power point
programs You are therefore required to have office 2000 or above with word 98 and power
point.

Chapter-2.2 FEATURES OF PRESENTATION KIT

2.2 Features of Training kit: -

• Contains all necessary documents as listed above and comply with the requirements of
latest management concepts and more than 1000 man days (9000 hours)

• Written in Plain English

• It will save much time in typing and preparation of training material and slides alone.

• User-friendly and easy to learn.

• Developed under the guidance of experienced experts having experience of more than
200 companies latest management system implementation globally.

• Provides model of a Management system that is simple and free to establish the
management concept in the laboratory.

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 M120- CRM-CUSTOMER RELATIONSHIP
MANAGEMENT
CONTENTS OF TRAINING PRESENTATION KIT

Chapter-3.0 BENEFITS OF USING OUR TRAINING KIT

1. By using these documents, you can save a lot of your precious time while preparing
the management training areas presentation.
2. Take care for all the section and sub sections in implementation of latest
management concepts and helps you in establishing better system.
3. The user can modify the presentations as per their industry need and create own
management training presentation for their organization
4. Ready made templates and sample documents are available which can reduce your
time in document preparation
5. Save much time and cost in conducting training programs
6. You will get better control in your system due to our proven training presentation
material.

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