Customer Relationship Management (CRM)

Presented by Mohamed H. F. Ibrahim Wang, Peixian Mardjani

CRM

What is CRM?

Analysis Capture Storage

Company

Customer Vendor Partner

CRM

A comprehensive approach to an organization's philosophy in dealing with its customers Includes:

Policies and processes Front-of-house customers service Employee training Marketing Systems and information management

CRM

Three aspects

Operational CRM

Automation of customer processes Provides support to front office business process

Collaborative CRM

Self service Reduces costs and improves services

Analysis of customer information Supports kinds of decision

Analytical CRM

Analytical CRM Systems

A part of CRM That aims at storing, analyzing and applying the knowledge about customers and about ways to approach customers Typically using databases, statistical tools, data mining, business intelligence and reporting methodologies.

Analytical CRM Systems

The efficient and automated management of customer interactions is only part of the story. Companies also need to analyze the performance of those relationships, uncover trends in customer behavior, and understand the true value of their customers to the company. Analyzing customer relationships from a lifetime perspective is critical for success.

Operational Data for Analytical CRM Process

Customer Knowledge Data consists of:

Basic personal data such as: customer name, company name, business unit, address, e-mail and phone. More sophisticated client knowledge such as:

Client value ( annual revenue, profitability). Transactions (product description, revenue, profit, payment method, payment behavior). Internet communication (IP Address, entry name). Telephone communication (call center report data, sales calls) Other communication (mailings, responses). Customer satisfaction (with product, service, company).

Analytical CRM Systems

Three acts..
Widening the relationship with customers by acquiring new and profitable customers. . Lengthening the relationship with your top customers by targeting existing resources and strengthening the foundation of those relationships. . Deepening the relationship with customers by transforming minor customers into highly profitable ones.

Business Processes Supported by CRM-System

Face office sales, marketing and service Campaign management Feedback and issue-reporting Opportunity management Change or turn management

Contribution to MIS/BI-Tools

An information source as to customers knowledge

Collection Integration Analysis Presentation

Support better business decision making

Why We Need CRM Software?

CRM software helps companies improve their relationships with their customers. CRM software is constantly evolving along with newly defined CRM processes, providing greater insight into how to attract and retain customers.

The Examples of CRM System Softwares

SAP CRM Microsoft Dynamics CRM Oracle Siebel CommenceRM SageCRM

Comparison of CRM Softwares

CommenceRM Application Contact Management Sales Force Automation Marketing Automation Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Microsoft CRM Oracle E-Business Suite Sage CRM

Services Management
Call Centre Knowledge Management Business Intelligence Financial System Distribution System Manufacturing System

Yes
Yes Yes Yes No No No

Yes
Third party Yes Yes Yes Yes Yes

Yes
Yes Yes Yes Yes Yes Yes

Yes
Yes Yes Third party Yes Third party Third party

Average Total Cost of Implementation

$7,425

$56,875

$24,700

Number of Customers

20,000+

4,000+

INTERFACE MICROSOFT CRM DYNAMIC (EXAMPLE)

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