11/18/2013
Marketing Management
Mod VII
Units 23-24
Customer Relationship Management
11/18/2013 1
Integration of CS with other Functions
• There is need for full integration of customer
services and support activities with other
functional departments of an organisation.
• Many world class companies are redesigning
processes to fit with a more customer centric
approach
• Provision of Cross-Functional Training and
adoption of technologies for a near real-time
Customer Service approach.
11/18/2013 2
1
, 11/18/2013
Integration of CS with other Functions
• Integration should include communications and
interfacing with other functional departments
• Done through a CRM
• CRM helps in relationship marketing – involves
gathering, coordinating and analysing accurate
data about customers and enable to focus on
higher value customers.
• CRM is a key integration platform allowing the
convergence of business functions to help in cost
reduction, efficiency improvements and
increased productivity
• Should permeate the culture of the organisation.
11/18/2013 3
CRM Integration Issues
• Even where organisations have technological
integration, performance integration may not follow
• To neutralise the negative impact of CRM, an
integrated approach is required with all functional
departments – coordination of front-office and back-
office functions. The benefits are:
– Stronger Competitive Differentiation
– Improved Productivity & Data Accuracy
– Increased Revenues & Lower Operational Costs
• ROI problem – a 3-year ROI is common
11/18/2013 4
2
, 11/18/2013
CRM Systems
• CRM is critical to the delivery of Responsive CS
• CRM is an organisation-wide-business strategy,
designed to reduce costs and increase
profitability by encouraging and solidifying
customer loyalty.
• It helps implementing a strategy to learn more
about customer needs and behaviours and,
thereby, to develop stronger relationships with
them.
11/18/2013 5
Principles of CRM System
• Three key elements to a successful CRM system:
People, Processes and Technology
• People – throughout a company need to engage
with and support it
• The Business Processes must be engineered in a
way so as to bolster its customer relationship
initiatives, based on the principle of how to best
serve the customer.
• Technology – should be user friendly and easily
scalable.
11/18/2013 6
3
Marketing Management
Mod VII
Units 23-24
Customer Relationship Management
11/18/2013 1
Integration of CS with other Functions
• There is need for full integration of customer
services and support activities with other
functional departments of an organisation.
• Many world class companies are redesigning
processes to fit with a more customer centric
approach
• Provision of Cross-Functional Training and
adoption of technologies for a near real-time
Customer Service approach.
11/18/2013 2
1
, 11/18/2013
Integration of CS with other Functions
• Integration should include communications and
interfacing with other functional departments
• Done through a CRM
• CRM helps in relationship marketing – involves
gathering, coordinating and analysing accurate
data about customers and enable to focus on
higher value customers.
• CRM is a key integration platform allowing the
convergence of business functions to help in cost
reduction, efficiency improvements and
increased productivity
• Should permeate the culture of the organisation.
11/18/2013 3
CRM Integration Issues
• Even where organisations have technological
integration, performance integration may not follow
• To neutralise the negative impact of CRM, an
integrated approach is required with all functional
departments – coordination of front-office and back-
office functions. The benefits are:
– Stronger Competitive Differentiation
– Improved Productivity & Data Accuracy
– Increased Revenues & Lower Operational Costs
• ROI problem – a 3-year ROI is common
11/18/2013 4
2
, 11/18/2013
CRM Systems
• CRM is critical to the delivery of Responsive CS
• CRM is an organisation-wide-business strategy,
designed to reduce costs and increase
profitability by encouraging and solidifying
customer loyalty.
• It helps implementing a strategy to learn more
about customer needs and behaviours and,
thereby, to develop stronger relationships with
them.
11/18/2013 5
Principles of CRM System
• Three key elements to a successful CRM system:
People, Processes and Technology
• People – throughout a company need to engage
with and support it
• The Business Processes must be engineered in a
way so as to bolster its customer relationship
initiatives, based on the principle of how to best
serve the customer.
• Technology – should be user friendly and easily
scalable.
11/18/2013 6
3
