Crm in Service Sector (1)

7/28/2019 Crm in Service Sector (1)

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Group Members


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HOTEL

CRM IN SERVIC

SECTORBANK TELE


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The Basics Of Customer RelationshManagement

Your customers (students, alumni, members)

Have more choices than ever

Expect immediate, high quality, personalized 24-7 service

customer service expectations are very high

If you dont meet their expectations, they can go elsewhere w

their money, time, attention


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Are expected to do MORE

With the same or FEWER resources

While the Internet has changed the

game. People are still doing their old

jobs in addition to their new jobs.

At The Same Time, YOU


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Plan, program, market, sell and

service

SMARTER

With faster, better, more

personalized service?

So How Do You

Good

Information


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KNOW:Do you know WHO your customers are?

What do you know about them?

Database and market research are important here.

DO: What are you going to do with the info you

know? Tailor program offerings? Customize your

communication based on interests?

MEASURE: How will you measure and track success?

Using Information Wisely


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CRM is about

Finding customers

Collecting info about them along the way

Using that info to enhance their experience

and foster long-term relationships

Customer Relationship Manageme(CRM)


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CRM IN BANKIN

SECTOR


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Consumers largely select their banks based on how convenient is the lo

bank to their homes or offices.

The pressures of competitive and dynamic markets have contributed to

growth of CRM in the Financial Services Sector.

Private Banks have traditionally viewed themselves as exceedingly 'C

Centric

WHY CRM IN BANKING?


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Traditionally, few people changed their banks unless

serious problems occurred.

Today, financial institutions can no longer rely on

these committed relationships or established

marketing techniques to attract and retain customers.

The Internet revolution.

REVOLUTION


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A Relationship-based Marketing approach has the

following benefi ts:

Over time, retail bank customers tend to increase theirholding of the other products from across the range offinancial products /services available.

Long-term customers are more likely to become a referral

source.

The longer a relationship continues, the better a bank canunderstand the customer.

Customers in long-term relationships are more comfortablewith the service, the organization, methods and procedures.

Need For CRM In The BankiIndustry


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PUNJAB NATIONAL BANK

Punjab National Bank (PNB) is the second largest goverowned commercial bank in India.

It has more than 3.5 crore customers

It has one of the largest branch networks in India.

EXAMPLE


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Savings Fund Account Total Freedom Salary Account, PNB PruSweep, PNB Vidyarthi SF Account, PNB Mitra SF.

Account Current Account -PNB Vaibhav, PNB Gaurav, PNB SmRoamer.

Fixed Deposit Schemes -Spectrum Fixed Deposit Scheme, AnupaAccount,Mahabachat Schemes, Multi Benefit Deposit.

Scheme Credit Schemes -Flexible Housing Loan, Car Finance, PeLoan, Credit Card

Social Banking -Mahila Udyam Nidhi Scheme, Krishi Card, PNB Welfare Trust.

Corporate Banking -Gold Card scheme for exporters, EXIM finan

Business Sector -PNB Karigar credit card, PNB Kushal Udhami, PPragatiUdhami, PNB Vikas Udhami

Products and Services


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CRM Tools Use

In Taj Hotel


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At the time of the reservation a preference sheet is sent ac

the guest along with reservation conformation mail.

This is primarily to capture the various preferences of the

customer such as food habits (Diabetic/low fat etc),specia

etc. it also asks if the customer is coming on a special occ

not and arrangements are made accordingly made on the v

Guest Preference Sheet:-


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This is another important tool in improving the service of thand to capture guest complaints.

If a complaint is registered by a customer it is updated on tsoftware.

Gradually as the time lapses the status displayed turn from g

yellow and ultimately red.This status can be seen by any of the managers as the softw

connected to the central server.

A daily action taken report is generated which is signed by toperational head.

Complaint Handling Software


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Fidelio is the property management system used byIndian Hotel Company Limited. although it is used for

various function but it also plays an important role inCRM processes of the Hotel.

It is used for saving the profile, preferences andproperties and special information (anniversary,birthdays, allergies etc.) related to the guest on a centralserver.

This information is accessible to all the taj properties;therefore , whenever there is a repeat customer the hotelstaff already has all necessary information enabling themto delight the customer by personalized service.

Fidelio


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This is a special instrument used by personal butlers for recoguest preferences and other important information related toguest.

This small booklet which is carried by the staff at all times awhenever they get any information which can be useful in thto please the customer , the simple record it here.

This information is further uploaded on PMS making it accto all.

Wow Card


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Once the guest is in the hotel andstayed for sometime a courtesy call

is made by guest relationshipexecutive during the eveninghours.

This is just to know the guestsexperience and how can it be

improved in case there is somedifficulty being faced by him/her.

In case there is a complaint it isuploaded on the CRM software andfurther processes are followed.

GRE Courtesy Call


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During the evening service/ turndown service a feedback fo

placed on the bed to know about the customer experience.

Room Feedback Form


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Post departure an automated mail form the central ssent to the guest requesting to fill up a feedback form

And feedback of the guest is uploaded in CRM Sysmeasure the overall performance of hotel unit.

GSTS (Guest satisfaction Tracksystem)


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Bharti Airtel Limited

CRM IN Telecom Industr


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Why did Airtel need CRM?

Before 2003,There were Individual modules for each

processes and hence a clear lack of integration.Order processingProject managementBillingCustomer detailsCall center operations

Direct MarketingSales ManagementChannel Management


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CRM Vision And How they starte

Being Flexible

Making it HappenOpenness and transparency

Creating Positive Impact

A Three Step Program changed is for Bharti Airtel and made them w

are today.

Step1: Technology evaluation and Gap analysisStep2: Internal restructuring and Re- engineeringStep3: Pilot program and Feedback cycle


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Some of the other benefitsinclude(Oracle CRM):

Oracle's Complete CRM solutions offer the broadest and deepest ca

help organisations drive sales, marketing, loyalty and service effective

Cross selling and up selling of relevant schemes

Generation of accurate SMS bursts that target only the right

customers based on their segmentation is possible

Customized and simplified bill formats, payment collection centers,

network deployments, and the activation process was enabled

Better value added services were provided

Started e-billing,Online customer support on new system


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E-CRM

After implementation of the Oracle CRM, Airtel is now im

e-CRM.E-CRM implementation partner is IBM,Airtel thehost of services running on Oracle CRM like:\

Online customer supportCustomer profilingWeb interface


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Documents

Crm in Service Sector (1)