LOGO

Customer relationship management

Presented by: Nabil chleikh

Prof: Mr Mouti
 Outline

1 Goals of CRM.

2 Phases of CRM.

3 Components of CRM.

4 Approaches to CRM.

5
4 Benefits of CRM.

6
4 CRM success factors.

1
 Definition

o It is process or methodology used to learn more about

customers' needs and behaviors in order to develop
stronger relationships with them.

o CRM helps a company unify its customer interactions

and provide a means to track customer information.

2
 Goals of CRM

revenue growth

Create loyalty
Goals
of Repeat sales

CRM Reduce market cost

Excellent service

3
 Phases of CRM

Acquisition
Acquisition Retention
Retention Extention
Extention

• Customerreturns
••Techniques
Techniquesused
usedto form •Customer
toform returnsand
andbuys
buysfor
for•Introduce different product
second •Introduce different product
relationship
relationshipwith
withnew
new secondtime.
time. and
customers. ••Increase the number of andservices
servicesfor
forloyal
loyal
customers. Increase the number of costumers.
••For achieving this step customers that purshase costumers.
For achieving this step customers that purshase ••Retain
software tools and regularly.
databases Retainthem
themasascutomers
cutomersfor
for
software tools and databasesregularly. the
are used. theextended
extendedproducts.
products.
are used.

4
 components of CRM
Contact and
account
management

Relation and Sales

loyalty program

Customer

Customer Marketing and

service and fulfillment
support

5
 Components of CRM

Contact and Account Sales Marketing and

Management Fulfillment

•Capture and store •Product information,

•CRM helps in
data in common product configuration,
sales prospectus. product marketing.
customer databases.
•CRM provide also •CRM helps also in
•The data is used in
the history of customer retention,
sales, marketing,
behavior prediction
services and other customer account.
and personalization.
applications.

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 Components of CRM

Customer service Retention and

and Support loyalty program

•CRM helps to •CRM is useful in

create, assign and determining most
manage the service loyal and profitable
requests by customers and
customers. reward.
•Call center and help • CRM optimize
desk software, help customer loyalty and
customers who face retention.
problems with
product to resolve it.

7
Approaches to CRM

Operational

Analytical Collaborative

8
 Approaches to CRM

Any interaction with customer is stored

Operational in customers’ contact histories, which
the staff can retrieve as necessary.

Analyzing customer behavior in order

Analytical to make decision relating to products
and services.

Helps unify information that is collected

Collaborative trough different departments’
interaction with customers.

9
 Benefits of CRM

Custo Servic
Visio mer e Profit
n

•Improve
•Expand the •Improve
customer
market & service by a •Long term
satisfaction by
attract new single point of profitability.
knowing
partners. communication
customer
•Develop with customer.
demands.
additional •Customize
•Reporting. •Sustainable
revenue. •Email income.
knowledge
marketing.
base.

10
 CRM success factors

partnership CRM service

Employees databases

11
 CRM success factors

Partnership Emplo Databas Service

yee e s

•Employees
•Build strong
have to •Report out
internal •Good service
understand only the data
partnership is the bridge
what you use, and
around the for a strong
information is use a data that
CRM strategy. CRM.
to be capture you report.
and why?

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 References

o Michael J. A. Berry, Gordon S. Linoff , Mastering Data Mining: The

Art and Science of Customer Relationship Management, Wiley
Computer Publishing, Singapore.

o http://www.scribd.com/doc/7008217/Customer-Relationship-
Management

o http://www.scribd.com/doc/28664396/Customer-Loyalty

o http://www.destinationcrm.com/Articles/CRM-News/Daily-
News/What-Is-CRM-46033.aspx

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