CONTENTSCONTENTSIntroductionC h a p t e r 1 : The growing need of CRMC h a p t e r 2 : Taking an integrated approachC h a p t e r 3 : Database ManagementC h a p t e r 4 : CRM in Call CentresC h a p t e r 5 : CRM one-to-oneC h a p t e r 6 : The sound of serviceAppendix: Technology-Paving the road to CRM

INTRODUCTIONINTRODUCTION

One of the best book which has provided an insight to K-CRM, enabling Customer Delight.CRM in everyday life:DHABAWALA & DOODHWALACorporate examples:Everyday Dairy CreamerTESCO

TypesTypes

Criminal

Basic

Expected

Desirable

Unbelievable

The growing need of CRMThe growing need of CRM

Marketing Thought

Time

Product Centric – Era of Innovative products & Inventions

Competition Centric – Me too Products Avis vs Hertz & BMW vs Jaguar

Consumer Centric- Maruti 800- Bajaj Scooter & MTNL- Indian Airlines

What do you think??What do you think??

The Fragmentation of MEDIA The Fragmentation of MEDIA

• The effective use of CRM during revolution of TV channels.

• CRM enabled one to one marketing VIA personalized SMS

• BJP • Rediff.com & Indiatimes.com

WHY CRM

The rise of IndividualismTechnological advances

Realizing existing customers are Important

Any choice other than focusing & delighting customer??TINA factor

Taking an integrated approachTaking an integrated approachIt is built through relationship via:

Adding value to product Intimate consumer contact

Treating products like service brandsEx: Nestle Milkmaid

It’s Band Marketing not Brand Marketing

Power of customer delightPower of customer delight

DATABASE MANAGEMENTDATABASE MANAGEMENT

• In the customers own words• Obtaining customer feedback

Churn Management:25th flight with us, LG

CRM in Call CentresCRM in Call Centres

It’s not just about complaint

But providing tips…

Quality of service & checking it outQuality of service & checking it out

Parameters Met Expectation

Exemptions

Email Revert Call Opening / Call Closing

Opening Greeting and telling your name along with branding No Exceptions

Objection Handling Acknowledgement & resolution  

ResolutionMaking sure the query is not repeated and was resolved on time &

accurately 

Closing Includes thank you, branding & contact information  

Contract    

Hotel Information (Basic) Includes adding hotel, search and all basic information  

Inventory & Rates Includes rate plan, meal plans, room prices & images No Exceptions

Account DetailsIncludes the details of hotel account, it's account holder name, bank,

branch, IFSC Code etcNo Exceptions

Promotion/Offers Includes last minute deal, early bird offer, customized offer etc  

Sold Out Blocking/unblocking & default inventory No Exceptions

Quality Check    

Quality Check of Contract Includes checking of tariff, inventory, details, bank A/c details and

all vital information 

Feedback Session Includes one-o-one session with immediate supervisor  

Meeting with the hotelier/BDMIncludes discussion over the rates, mapping and other issues which

helps in boosting sales  

Second level/supervision of email or contract related issues Issues based in rates, inventory etc.  

Parameters Met Expectation

ExemptionsContract  

Hotel Information (Basic) Includes adding hotel, search and all basic information No Exceptions

Inventory & Rates Includes rate plan, meal plans, room prices & images  

Account DetailsIncludes the details of hotel account, it's account holder name, bank, branch, IFSC Code

etc  

Promotion/Offers Includes last minute deal, early bird offer, customized offer etc  

Sold Out Blocking/unblocking & default inventory  

Feedback From Hotels    

Soft Skills Includes rate plan, meal plans, room prices & images No Exceptions

Presentation Includes the details of hotel account, it's account holder name, bank, branch, IFSC Code

etc No Exceptions

Personal relationship Includes last minute deal, early bird offer, customized offer etc  

Negotiation Skills Blocking/unblocking & default inventory No Exceptions

Extranent training    

Mainitaining weekly report    

Login Id    

Meeting with the hotelier/BDM Includes discussion over the rates, mapping and other issues which helps in boosting sales  

Second level/supervision of email or contract related issues Issues based in rates, inventory etc.  

CRM one to oneCRM one to one

1. Product/packaging2. Personality3. Place4. Passion 5. People6. Promotion7. Price

The sound of serviceThe sound of service

Identify customer touch points:Sales staff Service staffCall centerHome-delivery man etc.

Breaking the “sound of service into components:Choice of languagePausing and blendingGreetingFillers etc.

Opportunities For Customer DelightOpportunities For Customer Delight

• What happens when you first interact with a customer?

• What occurs to build a relationship?• Do you spend more to get new customers than on

enhancing the relationship with current customers?• What makes you unique?

So?So?• To be able to keep your customers and

keep them satisfied, you have to know them

o Who they are?o What do they want?o What do they need? (But not necessarily want, yet.)o Why do they like you?o Is there something they don’t like about you?

Levels of Customer SatisfactionLevels of Customer Satisfaction

PerceivedService

ExpectedService

CustomerSatisfaction

Much Better than expected

As expected

Worse/Different than expected

Delighted *

Satisfied

Dissatisfied

Loyal

Vulnerable

Walk & Talk

Points to ponder on …

1. The Customer will never be wrong.

2. If the Customer is found to be wrong, it must be that I have seen it wrongly.

3. If I have not seen it wrongly, it must be my fault that the Customer is wrong.

4. If the Customer is wrong and he does not admit it, then I must be wrong.

5. If the Customer does not admit that he is wrong and I insist that he is wrong, then I am wrong.

6. No matter what, the customer will never be wrong, this statement will never be wrong.