View
215
Download
0
Category
Preview:
Citation preview
8/9/2019 What Led CRM to Be a Major Tool
1/12
By: Maxwell
8/9/2019 What Led CRM to Be a Major Tool
2/12
y 1 . Realisation of importance of relationshipmarketingy
Focuson maintaining a continuous relationship withthecustomer and building a longterm bond
y Focusoncustomer relationship asopposedtoone timetransaction
y Buildingtrust and friendship withinthe customer base
were seen as a major thrust indeveloping longtermbusinesses.
y Creating an environment where bothcustomers as wellasthe business feel thatthey are on a win winrelationship
8/9/2019 What Led CRM to Be a Major Tool
3/12
8/9/2019 What Led CRM to Be a Major Tool
4/12
y 3. Developmentof B to B
relationsy Dealingsdone with business
customers andthe closerelationships made withthem,showedhow it worked for thebenefitofthe business
y It was viewedthat evenconsumer relationsshould bedevelopedtogainthemaximum benefit
y
8/9/2019 What Led CRM to Be a Major Tool
5/12
y 4. Application ofMaterial ResourcePlanning,(MRP)and EnterpriseResource Planning (ERP) solutions bySAP
y When MRP was introduced in mid1980scompanies begantoconstructcustomer andsupplier data bases
y In early1990scompanycalled SAPintegrated MRP with accountingandcustomer data warehouseswere
established. Once it wasdonecompanieshaddemographic,behavioral andcontactdata wheretheycoulduse for CRM
8/9/2019 What Led CRM to Be a Major Tool
6/12
y 5. Introduction of CustomerCall Centersy Customer inquiriesor trouble
shootingdone throughcallcenters
y Call centers receivedso muchofcustomer complaints andcomments
y The informationgatheredthroughcall centers werewarehousesof informationaboutcustomers andtheirexpectations
y That persuadedtogo furtheranddevelop CRM
8/9/2019 What Led CRM to Be a Major Tool
7/12
y 6. Sales Force Automationy SFA enabledtocapture prospects
andcustomers information andprovide the SF real timeinformation
y SFA wasoriginally meanttoimprove sales force productivityand encourage sales people todocument andcommunicate theirfield activities
y However,the informationgathered were so importantthat itshed lightonthe importance ofestablishing much betterrelationship withcustomers and itprovidedthe main ingredientsalsotodoso.
8/9/2019 What Led CRM to Be a Major Tool
8/12
y 7. Campaign Management
y
Customer data were usedtospecificallytargetcommunications aboutnewproducts anddevelopments asmass media was very expensive
y Companiescould fine tune andplantheir campaigns andmonitor them well withsuchdata ofcustomers
y Therefore campaigns also wouldhave promptedtohighlighttheimportance of CRM
8/9/2019 What Led CRM to Be a Major Tool
9/12
y 8. Web and Channel integrationy Customer data were gathered bydifferent
functional departments for differentpurposeswhenthey interact with
customers ( Customer touch points)y Later oncentralisedcross functional
database was introducedto provide asingle visionofthe customer. Thecustomer data came from all touch pointsand it provided a 360degree view ofthecustomer
y
Muchoftodays CRM efforts includegatheringcustomer information fromeachtouch point and integrating it intothe customers profile inorder to betterservice across all contact pointsofthecustomer.
8/9/2019 What Led CRM to Be a Major Tool
10/12
y 9. Wide use of personalcomputersy Availabilityof personal computers
enableddifferentdepartmentsofthe businesstogather,store andanalyze customerdata
y When all suchdata wereconsolidated bythe Headquartersit enabledthe company as a whole
todevelop better customerdrivenactivities and products
y Therefore, it alsowouldhavepromptedto formallydevelopCRM as it was beneficial tothecompany
8/9/2019 What Led CRM to Be a Major Tool
11/12
y 10. Industrial and ServicesMarketing ( ISM)
y Itcould be arguedthatISMpromptedto formally recognizeCRM
y ISM emphasized more onrelationship building,developingtrust,commitmenttocustomerservices,servicesquality,satisfaction, andthe needtomaintain a customer base.
y Services Marketing leadto introduceadditional 3 Ps, People, PhysicalEvidence and Process intothe
traditional Marketing Mix of4 ps.
8/9/2019 What Led CRM to Be a Major Tool
12/12
Be a happy family. Use CRM in
family first ?????
Recommended