Major Trends in Customer Relationship Management

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Major Trends in Customer Relationship

Management

Introduction:-

Definition: - Customer Relationship Management (CRM) is a comprehensive strategy

and process of acquiring, retaining and partnering with the selective customers to create

superior value for the company as well as the customers.CRM includes many aspects whichrelate directly to one another:

Front office operations Direct interaction with customers, e.g. face to face meetings,

phone calls, e-mail, online services etc.

Back office operations Operations that ultimately affect the activities of the front office

(e.g., billing, maintenance, planning, marketing, advertising, finance, manufacturing, etc.)

Business relationships Interaction with other companies and partners, such as

suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups, trade

associations). This external network supports front and back office activities.

Analysis Key CRM data can be analyzed in order to plan target-marketing campaigns,

conceive business strategies, and judge the success of CRM activities (e.g., market share,

number and types of customers, revenue, profitability).

Objectives: -The objectives of a CRM strategy must consider a companys specific

situation and its customers' needs and expectations. Information gained through CRM

initiatives can support the development of marketing strategy by developing the organization's

knowledge in areas such as identifying customer segments, improving customer retention,

improving product offerings (by better understanding customer needs), and by identifying the

organization's most profitable customers.

Strategy: - Several CRM software packages are available, and they vary in their approach

to CRM. However, CRM is not just a technology but rather a comprehensive, customer-centric

approach to an organization's philosophy of dealing with its customers. This includes policies

and processes, front-of-house customer service, employee training, marketing, systems and
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Ranked as the No. 1 telecommunications equipment vendor in the country by Voice & Data for fiveconsecutive years2008, 2007, 2006,2005 and 2004

Ranked as the 9th most powerful brand by Millward Browns BrandZ 2008

Ranked worlds 4th most valuable brand by Interbrand, 2007

Ranked Asias most trusted brand by the Media-Synovate, 2006

CRM STRATEGIES FOLLOWED BY NOKIA


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LATEST DEVELOPMENT IN CRMDevices b usiness

Nokia has established itself as the market and brand leader in the mobile devices market in India. Thecompany has built a diverse product portfolio to meet the needs of different consumer segments andtherefore offers devices across five categories ie. Entry, Live, Connect, Explore and Achieve. These

include products that cater to first time subscribers to advanced business devices and high performancemultimedia devices for imaging, music and gaming.

Nokia has been working closely with operators in India to increase the geographical coverage and lowerthe total cost of ownership for consumers. Today, Nokia has one of the largest distribution network withpresence across 1,30,000 outlets. In addition, the company also has Nokia Priority Dealers across the

country and Nokia Concept stores in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana,

Chennai, Indore and Mumbai to provide customers a complete mobile experience.

Services businessWith the global launch of Ovi, the company's Internet services brand name, Nokia is renewing itself to be

at the forefront of the convergence of internet and mobility. From being a product centric company, Nokia

is now focusing to become solutions centric. The strategic shift is built on Nokias b id to retain consumersand empower Nokia device owners to realise the full potential of the Internet. Nokia will build a suite of

Internet based services like Nokia Maps, the Nokia Music Store and Nokia N-Gage around its Ovi brand.

In frastructure businessNokia Siemens Networks is a leading global enabler of communications services. The company providesa complete, well-balanced product portfolio of mobile and fixed network infrastructure solutions and

addresses the growing demand for services with 20,000 service professionals worldwide. Its operations inIndia include Sales & Marketing, Research & Development, Manufacturing and Global NetworksSolutions Centre. Headquartered in Gurgaon, Nokia Siemens Networks has 47 offices and presence in

over 170 locations across the country.

R & D centers


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Nokia has three Research & Development centers in India, based in Hyderabad, Bangalore and Mumbai.These R&D hubs are staffed by engineers who are working on next-generation packet-switched mobile

technologies and communications solutions to enhance corporate productivity.

The Center in Bangalore, the biggest R&D site in the country comprises S60 Software Organization,Common Technologies, Next Generation now called Maemo Software, Productization and Software &

Services.

Design StudioNokia has set up its first Design Studio in Bangalore in partnership with Srishti School of Art, Design and

Technology. The first of its kind, the design studio will give Nokia designers and Indias talented youth the

opportunity to work together on new design ideas for India and the global markets.

Manufacturin g in IndiaNokia has set up its mobile device manufacturing facility in Chennai, India to meet the burgeoning

demand for mobile devices in the country. The manufacturing facility is operational with an investment ofUSD 210 million and currently employs 8000 people. Nokia has recently announced fresh investments tothe tune of US $ 75 million towards its manufacturing plant in Sriperumbudur, Chennai for the year 2008.

MAJOR COMPETITORS


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They can also take suggestions via smss whether they are happy with the

product purchased and are they able to use all the features of the product. This will not

only make the customer aware of the product but also will develop a positive attitude

towards the company as the company is making efforts to know that is the customer

satisfied or not.

Any company which does not know the demand of the customers will never

succeed as the product or the service does not appeal to the customers.

Not only this they should also establish customer service centres on those

places where there will be optimum use of the centres EG: - they should establish their

centres in market places where it will be easy to find and more number of customers

will be attracted.

Customer relationship management is not only about satisfying the customer

but giving them something more than they expect. They should provide a quick and

quality service which will increase their goodwill and trust in the market.

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Major Trends in Customer Relationship Management