Training Presentation Demo Kit Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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CRM – Customer Relationship Management Product Code: M120 www.globalmanagergroup.com
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Why Does the Organization Need CRM? • To increase profitability through providing a better service to the customer • Gain more control in interaction with customers • Manage expectations better • Understand what customers really want • Provide products that better serve customers • Increase trust • Competitive advantage Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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Scope of CRM today Lead Tracking & Sales Management Customer Service Management
Contact Management
Campaign Management
Customer Database “single view of customer�
Workflow & Fulfilment
Integration with Product Engines (Transactions)
Telemarketing Marketing Encyclopaedia
Integrated sales, marketing and service across all channels and all products Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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What is Customer Relationship Management ? 2. identify attributes of most profitable customers 3. re-formulate strategy to focus on profitable segments 1. conduct profitability analysis
4. modify processes to create the best possible experience for target segments 6. measure for effectiveness and communicate strategy & success metrics
5. modify organizational structure and compensation to align employees to strategy Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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Core Principles Clients are focusing on the top line by focusing on their customers.
Revenue -Expense $Profit$
Revenue -Expense $Profit$
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Customer Lifecycle A strategy is needed to guide how customers are managed over the course of the customer lifecycle Four Phases of the Customer Relationship Target Customers
X X X
X X X
Who do we want to target? What segments are the most profitable? How do we leverage customer relationships to build brand? How do we reach our customers? What to we spend on targeting customers? How do we improve our hit rate?
Acquire Customers
What is the best channel for each segment? X What channels do our customers want to use? When? Why? X What is the acquisition cost for a channel / segment? X Should we be worrying about retaining existing customers more than getting new ones? X What channel approach is most effective? X
Retain Customers
What service levels are required by each customer segment X What is the best way to provide service to each segment? X What is the impact of service on retention and expansion? X What does it cost to service our customers? Is it justified by their value? X How can we improve retention? X
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Expand Customers
How many products does our average customer buy ? X How can we induce our current base to buy more products? X How have customers changed their usage over time? X How can we get referrals from our customers? X
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Models of Customer Relationship Management Model of selling partner relationship effectiveness Independence
Mutual trust Cooperation
Selling partner relationship effectiveness
Relative influence
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Technology is an Enabler for CRM •CRM links front-office strategies, operations, technologies, and people with customer interaction channels to present “one face” to customers BEST PRACTICES LIBRARY Launch pad
CORE DESIGN PRINCIPLES
Channels
Broadcast Media
Field Operations
Agents/Distributors
Call Center
Retail
Internet
Marketing
Sales
Value Brand Personalization Seamless Real-time Dynamic
Service
TV, Radio, Newspaper and Signage Advertising
Interactive TV Sales Programs
Broadcast Informational Spots
Direct Mail, Product Teasers, Catalog
Direct Mail, Catalog
Spare Parts Fulfillment, Product Info, Returns
Product Demos, Conferences, Expos, Education Events
Direct Sales, Inside Sales
Field Service, Training
Customer Groups/Cubs, VARs, Wholesalers
Wholesalers, VARs, Resellers
Outsourced Product Support and Repair
In/Outbound Telemarketing, Info Cntrs
Inbound and Outbound Telesales
In/Outbound Service Call Center, IVR, Fax-back
Instore Signage, Coupons, Info Kiosks
POS Brick and Mortar Locations, In-store and Distributed Kiosks
Service Centers
Brochureware, Advice/Community Sites, eMail Marketing
Interactive Sales Sites, Auction Sites, Market Sites, Portals
Information Sites, Interactive Service Sites, e-Mail Folllowup
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Integration Best Practices
General CRM Integration Areas
SBU to SBU Integration
Business Partner Integration
Back Office to Front Office Integration
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Conceptual CRM Architecture Access Channels
Functionality
Sales automation
• Account/Contact Mgmt
IVR
Chooses the channel
Telephone Call Center Fax & E-Mail Electronic Web Commerce/ self-service
• Service Mgmt • Workflow Mgmt • Campaign Mgmt
Business Objects • Account • Contact • Policy • Asset • Opportunity
Internal & External Data Sources
Business Integration Services (Middleware)
In person
Telephone
Customer
Customer Interaction Systems
• Service Request
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Challenges impacting understanding your customer Identify the Customer
Know the Customer’s Value
Learn from Customers Access Complete Customer Profile & History
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Determine Best Resource
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Common customer service complaints “I“Ientered enteredmy myaccount accountnumber numberand andthe theagent agentstill stillasks asksme mefor forit.” it.” “I“Ihate hatebeing beingtransferred transferredfrom fromone oneperson personto toanother.” another.” “It “Itis isfrustrating frustratingto tosit siton onhold holdfor forminutes minuteson onend.” end.” “Why “Whycan’t can’teverybody everybodyknow knowmy myissue? issue?This Thisis isthe the10th 10thtime timeIIhave have call callabout aboutthe thesame sameproblem. problem. Don’t Don’tthey theyvalue valuemy mybusiness?” business?” “I“Imight mightnot notget getaatimely timelyanswer answerififIIemail. email.I’d I’drather rathercall.” call.” “How “Howcome comewhen whenIIgo goto tothe theweb website siteIIget getaadifferent differentanswer answerthan than when whenIIcall callinto intoyour yourcall callcenter?” center?” “I“Ijust justwant wantto totalk talkto toaalive liveperson personrather ratherthan thanenter enter1, 1,2, 2,or or33on onmy my touchtone touchtonephone.” phone.” Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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Development | Customer Focus • CRM is not the automation of existing customer-related processes. To derive full benefit from technology, you must examine the value of your existing customer touching processes as perceived by your customers. • Where possible, the processes must be re-engineered to increase the speed of the activity and convenience of the customer. In addition you must build customisation of processes based on past history and preferences of the customer which should be accessible in real time. • All customers are not equal – the company must recognize which of its customers are disproportionately responsible for its current and future success, and treat them as such. • Customer focus must be deployed at all levels in the organisation by the regular monitoring of customer satisfaction and its linkage with employee compensation packages. Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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Know your customer common business processes Obtain ObtainCustomer Customer Feedback Feedback
Initiate InitiateRequest Request
Phone Customer
Email Web
Technology
Identify IdentifyCustomer Customer
Route RoutetotoBest Best resource resource
Identify IdentifyRequest Request
Agent skills Agent availability Customer attributes
Screen Screenpop pop Customer History Customer History
Capture CaptureCustomer Customer Details / Update Details / UpdateProfile Profile
Complete CompleteTask Task
Cross-sell Cross-sell/ / Up-sell Up-sellOffer Offer
Call Center Agent Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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Implementing CRM • Technology Key: 1 to 1 – One-to-one marketing CRS – Call reporting system ISS – Interactive selling system
7th
MC/S – Mobile client/server system
5th
OMS – Opportunity management system
4th
Enterprise OMS
SCS, OMS, MES
Intra-enterprise
Acct/territory
Telesales, ISS,
team selling
manager
Integrated sales
All assisted
Order entry
desktop
channels
3rd
SAS – Sales analysis system SCM – Supply chain management SCS – Sales configuration system
Generation Key application components
2nd 1st
Word processor Spreadsheet Email
Contact manager Expense reports
Inter-enterprise
enabled
OMS
buying
Virtual sales
Web
channel
buying
Inter-enterprise
Integrated
team selling
inter- and intra-enterprise
integrated
CRS, SAS MC/S
Change mgmt potential
Minimal
Significant
Team and technique focus
Individual
Sales Team
Sales styles
Product Selling
Proposition Selling
Extreme
Daunting
Enterprise/Value Network Solution Selling
SCM
Enables ROI
Technology
6th
MES – Marketing encyclopaedia system
Low
Return on Investment
1 to 1 High
Source Gartner Group
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Customer Relationship Management Strategic Sub-Processes Review Corporate and Marketing Strategy
Process Interfaces
Operational Sub-Processes
Customer Service Management
Differentiate Customers
Demand Management
Prepare the Account/Segment Management Team
Order Fulfillment
Internally Review the Accounts
Manufacturing Flow Management
Identify Opportunities with the Accounts
Supplier Relationship Management
Develop the Product/Service Agreement
Product Development & Commercialization
Implement the Product/service Agreement
Returns Management
Measure Performance and Generate Profitability Reports
Identify Criteria for Categorizing Customers
Provide Guidelines for the Degree of Differentiation in the Product/Service Agreement
Develop Framework for Metrics
Develop Guidelines for Sharing Process Improvement Benefits with Customers
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Integrating Key Business Processes Information Flow Tier 2 Supplier
Manufacturer
Tier 1 Supplier
Logistics Purchasing Production
PRODUCT FLOW
Supply Chain Management Processes
R&D
Marketing
Customer
Consumer/ End-Customer
Finance
CUSTOMER RELATIONSHIP MANAGEMENT CUSTOMER SERVICE MANAGEMENT DEMAND MANAGEMENT ORDER FULFILLMENT MANUFACTURING FLOW MANAGEMENT SUPPLIER RELATIONSHIP MANAGEMENT PRODUCT DEVELOPMENT AND COMMERCIALIZATION RETURNS MANAGEMENT
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Selling Customer Management • Complete order life cycle Customer Lifecycle Partial Functional Solutions Complete Integrated Solutions
{
Inquiry/ Prospect
Customize
Commit
Order
Sales Lead Configurator
Contract Pricing
Order Entry
Available to Promise
Proposal & Quote
Commission
Product Catalog
Integrated Selling Chain Application Cross-Functional Processes Breaking Down Departmental Walls
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Universal Business Problem: Managing the Order Acquisition Process Identify Potential Customer
• Order acquisition process – – – –
needs assessment option selection order configuration order quote and proposal, complete with drawings, schematics, and performance metrics
Understand Customer Needs Validate Needs with Customer Develop Alternative Scenarios Translate into Production Terms Determine configuration, cost and price Determine terms, availability and delivery
Present Bid/Proposal to Customer Evaluate and Revise Bid Prepare Order
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Evolution of the Sales Process
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Training To train grantors and the grant community how to use the Grants.gov Storefront. Grant Community Online Course Self-study via online demo site, includes simulation and practice exercises
Grantors PRIMARY TRAINING Prior to using storefront
Evaluation of course Supplementary Aids Frequently asked questions Quick reference guide Online user guide Online help
Classroom Course Full day in two modules: -- Grantor’s perspective of system use -- Grant Applicant’s perspective Simulation and practice exercises Student manuals Evaluation of course and instructors
SUPPLEMENTARY AIDS During use of storefront
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Supplementary Aids Frequently asked questions Quick reference guide Online user guide Online help
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Managing Customer Relationships Qualifying prospects for relationship building High Use a non customized approach
Build a strong and lasting relationship
Opportunities for adding value Seek better opportunities elsewhere
Focus on loyalty-building program
Low Low
Potential profitability of customer
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examples ABC Steel | Profitability Measurement I •
The first thing that we need to do is to measure profitability by customer – which means, getting sufficient information from the functional areas to find, per customer, per fiscal period: • Total Revenues. • Total Sales Costs – calls, visits, etc. • Total Sales Support Costs – calls, problem resolutions, etc. • Total Manufacturing Costs – for all raw materials, plus the MARGINAL cost of manufacturing the customer’s orders. • Total Shipping Costs – for all orders by the customer. • Total Accounting/Finance Costs – for all orders by the customer. • Finally, we need to include the cost of re-work in the event a particular order was either off on quantity or on specification and needed to be returned and reworked. Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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INDIAN Bank | Relationship Management •
• •
• •
It is well established that a small number of customers account for the main component of profitability for a bank. Therefore, logic demands that they be given special status and attention to retain their loyalty. This can be achieved by designating certain bank officers as relationship managers for a specified group of high value customers. Customer relationship managers should be the single point of contact for the customers. They should facilitate all services even though some of these may be provided by other bank staff. The bank officers should occasionally visit the customers on their charge and develop close rapport with key officials of the customer organisations. This personalised attention will go a long way in retaining this high-value customer loyalty. Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
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M120- CRM-CUSTOMER RELATIONSHIP MANAGEMENT CONTENTS OF TRAINING PRESENTATION KIT Chapter-1.0 CONTENTS OF TRAINING PRESENTATION No of slides: 250 The entire presentation kit is having 2 main directories as below. CRM--Customer relationship management
Presentation (Power point Slides)
Literature (Word Files)
Programs 01 Introduction 02 CRM in services 03 CRM tools 04 Competitive environment 05 Customer service module 1 06 Customer service module 2 07 Customer service module 3 08 Designing work shop 09 Analyzing data quality 10 Similarity 11. Managing relationship Annexure
Case stud_1
01 Introduction 02 Core principles 03 Planning and development 04 Crm software & implementation 05 Models and technology used 06 Current status and future 07 Avoiding common barrier 08 CRM out reach 09. Managing crm 10. Examples
PART-A Presentation: Under this directory further files are made in power point presentation as per the chapter listed below. •
Topic wise Power Point presentation in 11 modules as listed below.
1. Introduction to CRM It covers what is, why CRM, brief history, how does CRM impact on an organisation, concepts, touch points, deciding who should lead CRM function, stages in development of CRM functions, model used for CRM and few examples etc describe in understanding manner. 2. Core principles Naman Infotech Centre. Tele: 91-079-26565405, 26561104
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M120- CRM-CUSTOMER RELATIONSHIP MANAGEMENT CONTENTS OF TRAINING PRESENTATION KIT It covers core principles related to CRM and technique describe in detail with suitable example. 3. Planning and development It covers prerequisite, roadmap to CRM, preparation management education, analysis, process design and development, pilot deployment, expected pitfalls describe in detail. 4. CRM software and implementation It covers what is, implementation of strategies, technologies describe in detail. 5. Model and technology used It covers models and technologies, why integrated, partnership model, technology set up, CRM infrastructure describe in detail. 6. Current future and status It covers why do we need CRM, current development of CRM and future of CRM describe with few examples. 7. Avoiding comman barrier It covers comman barriers and how avoiding that and competition, technologies and how transforming customer contact in revenue, selling chain management describes in detail. 8. CRM out reach It covers outreach goals and objectives, customer input and training and CRM plan outline describe in detail. 9. Managing CRM It covers how managing and focus CRM with example describe in detail. 10. Example1 It related to CRM in ABC steel company describe in detail. 11. Example2 It related to CRM in ABC pool describe in detail. 12. Example3 It related to CRM in ABC united describe in detail. 13. Case study-1 It related to CRM in Indian bank.
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M120- CRM-CUSTOMER RELATIONSHIP MANAGEMENT CONTENTS OF TRAINING PRESENTATION KIT PART-B. Literature:This topic covers write up for the ready reference to the trainer for understanding and reading.
Chapter No. 1.
SECTION
2.
Introduction CRM in services
3.
CRM tools
4.
Competitive environment
5.
Customer service module 1
6.
Customer service module 2
7.
Customer service module 3
8.
Designing work shop
9.
Analyzing data quality
10.
Similarity
11
Managing relationship
12
Annexure1
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M120- CRM-CUSTOMER RELATIONSHIP MANAGEMENT CONTENTS OF TRAINING PRESENTATION KIT 2.0 USER FUNCTION
Chapter-2.1 HARDWARE AND SOFTWARE REQUIREMENTS 2.1 Hardware and Software Requirements A. Hardware: •
Our presentation kit can be better performed with the help of P3 and above computers with a minimum 10 GB hard disk space.
•
For better visual impact of the power point presentation you may keep the setting of colour image at high colour.
B. Software used in presentation kit •
Hand-outs written in word 98 and window 2000 and Presentation made in Power point programs You are therefore required to have office 2000 or above with word 98 and power point.
Chapter-2.2 FEATURES OF PRESENTATION KIT 2.2 Features of Training kit: •
Contains all necessary documents as listed above and comply with the requirements of latest management concepts and more than 1000 man days (9000 hours)
•
Written in Plain English
•
It will save much time in typing and preparation of training material and slides alone.
•
User-friendly and easy to learn.
•
Developed under the guidance of experienced experts having experience of more than 200 companies latest management system implementation globally.
•
Provides model of a Management system that is simple and free to establish the management concept in the laboratory.
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M120- CRM-CUSTOMER RELATIONSHIP MANAGEMENT CONTENTS OF TRAINING PRESENTATION KIT Chapter-3.0 BENEFITS OF USING OUR TRAINING KIT 1. By using these documents, you can save a lot of your precious time while preparing the management training areas presentation. 2. Take care for all the section and sub sections in implementation of latest management concepts and helps you in establishing better system. 3. The user can modify the presentations as per their industry need and create own management training presentation for their organization 4. Ready made templates and sample documents are available which can reduce your time in document preparation 5. Save much time and cost in conducting training programs 6. You will get better control in your system due to our proven training presentation material.
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