Customer Relationship

Management
(MKT-531)

Presentation
On

Adaptive Right-Time Technologies

in Customer Relationship
Management

Group Members
Members
Group
Rifat Swapnil
41324048
Mehnaz Khan
41324081
Moutushi Mahreen
41324082

Purpose of CRM
Affec
t

Acquisitio
n

Retention

Loyalty

Developed
Relationship

Profitabilit
y

An effective use of CRM

system will help
Building good customer
relationship

Enhancing profitability

The process of CRM are subject to very rapid

changes in customer behavior and business
environment.
The implies dynamics of CRM necessitate a
continuous adaptation to present market condition.
CRM always has to consider up-to-date customer
need while concentrating on competitors activities
and their effects.

Trade between two countries would be

mutually beneficial if,

Out-Dated Decision Basis in CRM

Operational and Analytical
Processes in CRM
Collaborative CRM
Adaptability in CRM-Processes
work methods

Technolo
gy and
CRM

Main concerns

Decisions are made based on

outdated information.

Out-dated
Decision Basis
In regards to campaign management
it particularly serves to synchronize
customer directed process.
Present business rules are applied in
forecasting.
The rules are provided by automated
operational database.

Can be a potentially dangerous

method, given customers behavior
and needs are dynamic, rather than
static

Operating and
Analytical
Process

Main concerns

Uses new and traditional

communication technologies to
enable customers to interact with the
organization.

Collaborative
CRM

Allows a better level of response to

customer needs by involving all the
members of the supply chain.
Also involves channel strategies or
any function that provides a point of
interaction.
The process is costly in-terms of labor
and time.

Adaptability of CRM Processes

Campaign Management

Significance and use of campaign management

Customers' requirements are the focus of the campaign
process.
Campaign management plays a central role in Customer
Relationship Management
The campaign process consists of three central phases:
planning,
management
and
analysis.
Campaign management in practice
All of the existing customer touch points have to be
considered and analyzed
With the help of special CRM software and analysis
systems, company can gather customer intelligence
centrally and use it to derive specific campaigns.

CRM
Provide AND
a place CEMto
CRM
store customer
contact information
purchase history,
and service tickets,
as well as
information about
leads. Ideally, this
information is
automatically
updated, specific,
and easy to access.
It contains all of the
information that

Achieving Right-Time
CEM
Provide analysis on
the customers
interactions with
company from their
perspective. It
provides details
about motivation,
perception, and
emotion that tell
how customers feel
about the company
and their brands.

Righ
t
Time

Keys to delivering a successful right-time CRM

program
Collect
feedback

Analyz
ing
Feedb
ack

Utilizin
g
resultin
g
insights

Findings
In Bangladesh, CRM has become an increasingly dominant part of business
practice over the years. Yet, in many cases it has not proved to be sufficiently
fruitful for companies to invest enough resources in its practice. This happens
mostly because of the timeliness and the currency of the information that is being
used for CRM implementation. Many a times, firms are seen to rely on outdated
data, or customer information from another session or another time period, which
loses its accuracy and validity after a point.
Another issue here is the concept of real-time versus right time data. Although,
due to lacking in technological and other infrastructures it may not always be
possible for firms to play well with Real-Time information, it may however still
implement decisions based on Right Time information.
Adaptability is another issue that needs to be addressed in the business practices
of Bangladesh. Relying on old technology or database formats will only act as a
bottleneck towards success and therefore needs to be replaced with modern, upto-dated technology. Firms can also consider outsourcing its data storage if it feels
that its in-house information technology team in insufficient.

Thank You