Application of CRM

Page 1

What is CRM?
CRM is a business strategy that enables organizations to get closer with their customers, to better serve their needs, improve customer service, enhance customer satisfaction and thereby maximize customer loyalty and retention. It is easy-to-use tools to manage business customers. It focuses on customers needs and improve their relationships, with a view to maximize customer satisfaction.

Page 2

Importance of CRM

It helps a company to understand the preferences or dislikes of individual customers. Business persons can determine individual customer behavior, analyze preferences and provide one-to-one services to maximize customer satisfaction.

Page 3

Benefits of CRM
Marketing campaigns are made easier Account information Cost reduction Marketing campaigns are made easier Employees have access to customer details more easily. CRM achieves an integrated internal business system Automation of routine tasks becomes possible Companies can monitor their performances regularly

Page 4

What are the Problems with CRM?

Exorbitant Costs Inadequate Focus on Objectives Insufficient Resources Inappropriate Metrics Complex Systems Business Needs Most Important No Customer Focus Slow Returns

Page 5

CASE-1
Page 6

Customer Relationship Management

Page 7

 When Bharti had started out operations (1995), the whole system was manual Only 40 percent of the customer issues were getting resolved Were not meeting the customers expectations Customer loyalty was a major concern.

MANY PROBLEMS
Page 8

 Had many local players (dealers, vendors etc) Had huge issues in meeting the demands of the growing customer base. Were not able to centralize the services and give a common brand experience. Was hard to service customers across sectors. The subscriber base was growing at a healthy 15-20%. Airtel
Page 9

crossed the 1 million mark in 2002.

 Not able to recharge amounts anywhere in India. One had to carry scratch cards. Not able to pay bills anywhere in India Low customer retention Hutchs (now Vodafone) customer service was rated far superior.

Page 10

IMPLEMENTATION

Page 11

Three Step Program

Page 12

Page 13

Your anytime, anywhere customer service

E-CRM ( customer history and credentials ready ) Changes that provide extra services like customized bills, payment collection centers, activation process Monitor the customers actions It also work as a communication tool to
Page 14

BENEFITS
Customer segmentation Cross selling and up selling of relevant schemes Market analytics like records of customer profiles, profile, payment history etc Generation of accurate leads and SMS bursts that target only the right customers based on their segmentation is possible First time resolution has increased from 40 % to more than 90 %.
Page 15

BENEFITS
Customized and simplified bill formats, payment collection centers, network deployments, and the activation process was enabled Better value added services were provided It facilitated knowledge sharing amongst employees. Started e-billing Online customer support on new system Reduced cost of customer or customer acquisition cost
Page 16

BENEFITS
Customized offers based on usage profiles.
Discounts on reaching threshold Recharge offers to low worth users Invitations to movie screenings and events Up selling of services to select customers

Has resulted in savings because of fewer calls.

Page 17

Pharmaceutical Industry

Number of units: 3500 units in Gujarat 250 large units & 8000 small scale units across India Annual growth rate: 8 to 9% Total estimated value: $ 4.5 billion

Page 18

Dr. Reddys

Hyderabad based pharmaceutical company 12th rank as per revenue(1st quarter 2010) Chairman Dr. K. Reddy MD & CEO G. V. Prasad

Page 19

Legacy mobile CRM software(PDA-Mobile combo)

2000 PMSR in company Main responsibility of PMSR is to develop relationship with doctors Carry two separate devices PDA(palm) Mobile

Page 20

Legacy mobile CRM software(PDA-Mobile combo)

Disadvantage: 1. One way flow 2. Maintenance was intensive 3. Downtime was high

Page 21

Urge for new CRM software

Main criteria: Willingness to work on the necessary customizations needed to run the solution in far-flung parts of India, where bandwidth is low

Page 22

Urge for new CRM software

Other Criteria: Two way flow between companys ERP and salespeople Scalable accessibility from remote location operate with both PDAs and new windows based smart phones

Page 23

New mobile CRM solution

First piloted with around 50 professionals Now used by 2000 professionals 6-8% more productivity

Page 24

Advantage of using new mobile CRM

Managers can keep watch on PMSR by having mobile access of dashboards PMSR can have data of doctors birthday, wedding date, past interaction which ultimately help them to create personal bond Replacement of PMSR is easy

Page 25