CRM ASSIGNMENT

Submitted To: Prof. Rajkaran

Submitted By:Rajat Singhal (10PGDM-M041)

1. Explain the three step process of customer care with any corporate example. Ans.1:- LISTENING The initial contact with someone who has concerns or wishes to complain about your service is key. It is important to: make sure that you really understand the issues find out what they want to happen as a result obtain the right information to assess the seriousness of a complaint agree a plan and timescale at the outset maintain regular communication act quickly if you can. If you do this, people will feel more valued, they will have more confidence in your organisation, and you will be able to manage their expectations, so that the outcome is more likely to be to the satisfaction of everyone involved.

RESPONDING By correctly assessing the seriousness of a complaint, deciding on the most appropriate response then becomes more straightforward. The new approach focuses on ensuring that your organisation is equipped to: Clearly gauge the impact of the complaint on all the parties involved establish a clear, appropriate plan of action, and provide the person making the complaint with relevant support and advice.

IMPROVING Finally, complaints provide a vital source of insights about peoples experiences of health and social care services, and how those services can improve. The people who provide services are committed, enthusiastic and caring and deserve to work in a service that does all it can to meet the needs of the service users. By working in partnership with all those who provide, support and use a service, you can: enhance your own professional development make improvements to the service you work in, and know that service users feel confident in you as an individual and the service as a whole.

2. Explain the different phases of the customer life cycle and discuss various marketing initiatives needed at each phase. Ans.2:- In customer relationship management (CRM), customer life cycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service. Marketing analysts Jim Sterne and Matt Cutler have developed a matrix that breaks the customer life cycle into five distinct steps: reach, acquisition, conversion, retention, and loyalty. In layman's terms, this means getting a potential customer's attention, teaching them what you have to offer, turning them into a paying customer, and then keeping them as a loyal customer whose satisfaction with the product or service urges other customers to join the cycle. The customer life cycle is often depicted by an ellipse, representing the fact that customer retention truly is a cycle and the

goal of effective CRM is to get the customer to move through the cycle again and again. The overall scope of the CLM implementation process encompasses all domains or departments of an organization, which generally brings all sources of static and dynamic data, marketing processes, and value added services to a unified decision supporting platform through iterative phases of customer acquisition, retention, cross and up-selling, and lapsed customer win-back.

Retain
Customer Engagement

Grow

Serve Onboard Acquire Target

Customer Lifecycle

Target
Deliver the right message at the right time to the right channel

Phase 1: Recognize: Brand management Content Targeting Customer Segmentation

Phase 2: Anticipate Email marketing Site marketing Geo targeting

Phase 3: Engage - A/B Testing Predictive offers Mobile Marketing

Acquire
Persuade the customer that you will meet and exceed needs Phase 1: Recognize: Offer Management Persuasive content architecture

Phase 2: Anticipate Community Recommendations

*Scenario management Rich media

Phase 3: Engage *Behavioral Targeting Instant Messaging

Onboard
Convert prospects into customers Phase 1: Recognize: *Commerce *Merchandising

Phase 2: Anticipate *Product configurations *Rich Visualization

Phase 3: Engage Guided Selling Contract Management

Serve
Allow customers to self-serve in a collaborative environment Phase 1: Recognize: Account Management Customer Feedback Ratings

Phase 2: Anticipate

Issue resolution Real time alerts

Phase 3: Engage Click to call Innovation management

Grow
Deepen your relationship with your customer base Phase 1: Recognize: Online Communitys Special Pricing

Phase 2: Anticipate Cross Sell Lifecycle dialogs

Phase 3: Engage Sales dashboards Event based workflows

Retain
Reduce your customer churn Phase 1: Recognize: Phase 2: Anticipate Event based dialogs Knowledge Base Enhanced content

Expert location

Phase 3: Engage Click to call Instant messaging

3. Do you agree that retention of customers in the current competitive scenario is a challenge for the organization? Ans:- Yes, I agree with this statement that customer retention in the current competitive scenario is a challenge for the organization because all the competitors of your organization will able to provide the batter or the equivalent services in terms of Money, Quality, Quantity, On time Delivery and etc. In an era when technology changes are accelerating, low price competition abounds, sales channels are shifting daily, and loyal customers are in short supply, the company that invests in a customer retention strategy and makes a commitment to customer loyalty gains an important competitive edge. The key is to understand where that commitment and investment can be best applied and what tools and programs can make them work. Empirical evidence suggests that success in retaining customers often boils down to doing the basics right, such as:
y

Building a customer database that identifies and characterizes loyal customers and collects their individual attributes and needs.

Using this information to segment customers and prospects based on high, medium and low value.

Building trust to get customers to give permission to receive ongoing marketing and special offers (permission-based marketing).

Matching the right type of frequency/loyalty marketing program to your customers needs/values. For example, loyalty programs should include elements that focus on recognizing and retaining high value customers, growing medium value customers, and either growing or disengaging low value customers.

Making sure that employees deliver the promises made by marketing and sales departments. 4. What is sales force automation? Briefly discuss any five facilities provided by sales force automation in managing customer relationship.

Ans:-SALES FORCE AUTOMATION

Sales Force Automation is a technique of using software to automate the business tasks of sales, including order processing, contact management, information sharing, inventory monitoring and control, order tracking, customer management, sales forecast analysis and employee performance evaluation. SFA is often used interchangeably with CRM; however, CRM does not necessarily imply automation of sales tasks. Sales Force Automation offers you the most powerful and advanced CRM solution to empower your sales force team. Combined with major eMarketing features for todays highly competitive e-Business marketplace, this powerful sales automation tool will give your team a strong edge over competitors.

With Sales Force Automation you can get quick responses from your customers, find out their interests and anticipate their future demand for your product and/or services, which will greatly enhance your CRM. Sales Force Automation is a low cost template-based online solution. Follow our step-by-step guide to complete your program just in a few clicks. Don't wait, start today and experience the power for yourself.

FACALITIES OF SALES FORCE AUTOMATION

Manage all sales opportunities
Immediately create a new opportunity list and turn every lead into a hot prospect. Follow-up using the sales management tool and maximize the number of closed deals. Forecast revenues accurately Because the sales information is being continuously updated in real time, everyone on your team, including your outside sales force team will have a clear understanding of future events, and can appropriately forecast product needs and better understand customer demand. Close more deals Sales Force Automation will help company enhance the efficiency of sales process and give sales team the tool to collaborate and transform sales prospects into profitable customers. Interactive and consistent customer leads and deal management Secure team-wide access to detailed account data will provide easy collaboration among sales force, customer service & support teams, and marketing personnel. Better understanding of customer needs and long term demands

Analyze current and archived sales data, which can allow company to immediately see changes in customer demands and future needs. Anticipate customers' demands before they happen and be ready for a successful future.

THANKYOU