Customer Relationship Management

Topics: Customer relationship management, Customer service, Marketing / Pages: 13 (1277 words) / Published: Jul 15th, 2015
Productivity & Quality Tools

Customer Relationship
Management

Prof. Melvin V. Moraga

Learning Objectives
• Know what CRM is and its history.
• Understand the importance of CRM.
• Be aware of the potential benefits and costs of CRM.
• Discuss the three phases of CRM.
• Understand the four tasks to creating and developing CRM.
• List the advantages and disadvantages of
CRM.

History of CRM

B&S

RM

CIMS

CRM

e-CRM

Time line
Late 80’s

Early 90’s

Mid 90’s

2002 - Future

B&S – Buying & Selling
RM – Relationship Marketing
CIMS – Customer Information Management Systems
CRM – Customer Relationship Management e-CRM- A subset of CRM that focuses on enabling customer interactions via e-channels (The web, email and wireless)

Definitions
• “is a business strategy with outcomes
– that optimise profitability, revenue and customer satisfaction
– by organizing around customer segments,
– fostering customer-satisfying behaviors and
– implementing customer-centric processes.”
• “is a strategy
– used to learn more about customers' needs and behaviors
– in order to develop stronger relationships with them.”

Underpinning Theory
• Customers have many points of contact with an organisation
• Retaining customers is far most cost effective than recruiting new ones
• Some customers are more profitable than others – The “80/20” rule
– For most firms, 80 percent of profit comes from 20 percent of customers

• Use of Technology

Importance of CRM to GM‟s
 CRM can….







Increase customer service levels
Improve efficiency of call centers
Cross-sell products more effectively
Help sales staff close deals quickly
Simplify marketing processes
Increase ROI
6

Customer Relationship Management Systems

11-7

Customer Relationship Management
• CRM enables an organization to:
– Provide better customer service
– Make call centers more efficient
– Help sales staff close deals faster
– Simplify marketing and sales processes
– Discover new customers
– Increase customer revenues

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