CUSTOMER RELATIONSHIP

MANAGEMENT (CRM)
 What is CRM?
 CRM stands for Customer Relationship
Management.
 It's a technology used to manage interactions with
customers and potential customers.
 A CRM system helps organizations build customer
relationships and streamline processes so they can
increase sales, improve customer service, and
increase profitability.
 CRM is the engine that drives customer trust and
builds stronger customer relationships.
 CRM Philosophy
• The CRM philosophy is simple:

• Put the customer first.

 Holistic View
• CRM brings together all information from different
departments throughout the company to give one,
holistic view of each customer in real time.
• This allows customer-facing employees in areas such as
sales, marketing and customer support to make quick and
informed decisions on everything from up-selling and
cross-selling, to improving the quality of customer
communication and responsiveness, to coordinating the
management of sales and marketing campaigns.
 Why Do We Need CRM?
• Customer profiling
• Customer preferences
• Customer loyalty
• Customer purchase history
• Promotion
• Interaction
• Visibility into marketing promotions
• Analytics
• Foresee customer needs
• Anywhere, anytime mobile access
• Real-time data
• Collaborate through Integrations
 Why Does We Need CRM?Continued..
Global Trends - CRM Industry Growth

• CRM industry shows no signs of stopping!

• A report found that CRM software revenues have now overtaken database management
systems to become the largest of all the software markets!
 How Does CRM Work??
• Although some people think of CRM as just a technology, it is so
much more than that.

• No technology, no matter how sophisticated – can be successful

without a strategy to guide its implementation and use. Business
strategy and technology must work together in order to bring a
customer-centric plan to life.

• Let's take a look at the role CRM plays in customer-centricity,

customer data management and automation.
 Supports a Customer-Centric
Strategy
• A CRM system supports a strategy
which says that the customer is at
the center of everything that you
do. This customer-centric strategy
must be based on clear goals and
a vision of what a meaningful
experience looks like.
 Centralizes All Customer Data
• CRM software combines all sales, marketing and customer service information
into one central database.
• Customer Centric Organization- Common Challenges
• Functional silos prevent customer data sharing
• Culture not aligned around the customer needs
• Missing key technology platforms to manage data
• No common definition of customer centricity
• Support not equipped to manage customer issues
• Insufficient expertise in data analytics
• Organization focused on sales before customer
 Centralizes All Customer Data Continued..

• Customer information
• Use of this information
• Reduction in silos & finger pointing
• 360 degree customer view
Automates Customer Facing Business
Processes
• Companies have business-facing processes and customer-facing
processes.
• Business-facing processes are those which make the business run
more efficiently such as budgeting and planning
• Customer-facing processes include sales, marketing and customer
service.
• A CRM strategy focuses primarily on the customer-facing processes
and makes them better in terms of meeting the needs of the
customer.
Automates Customer Facing Business
Processes Continued..
The following table explains what is included in 1st phase of this process:
Sales & Marketing Customer Services Receivables
1. Customer Profiling 1. Collection Activity
2. Contact Management Management
3. Account Management
4. Lead management
5. Opportunity management
6. Activity management
7. Quote Management
8. Service tracking
9. Escalation/prioritization
10. Account inquiries
11. Complaint Management
 Customer Profiling
• Customer profiling is a way of creating portraits of
your customers that are based on factual
information, such as customer information, their
buying behaviors, customer preferences (billing,
marketing) for better service interactions.
• Customer profiling is done by breaking customers
down into groups that share similar characteristics
and goals.
 Customer Profiling Continued..

Creating a customer profile begins by gathering information on existing, satisfied

customers, then trying to target new prospects and existing less satisfied customers.
• Collecting feedback from your customers
• Keeping your customer profiles consistent and up to date
• Surveying your customers on their interests and preferences
 Lead Management
What is a Lead
In simple terms, a lead is an individual or organization with an interest
in what you are selling. The interest is expressed by sharing contact
information, like an email ID, a phone number, or even a social media
handle.
Why are leads important?
It all comes down to the buyer’s journey. By labeling a prospective
buyer as a lead, you know exactly what stage of the sales process they
are currently in, and what needs to be done to move them further
along. The goal of a sales organization is to convert all leads to
customers, thereby making a sale and generating revenue for the
business.
 How CRM Helps in Lead Mgmt?
Challenges
• Un documented
• Missed Follow-ups

Resolutions
• Lead Capture
• Lead Qualification
• Lead Distribution
• Lead Nurturing
 Lead Process in CRM
• There’s an entire process before a lead becomes a customer.
• You need to identify a lead, then qualify it and only then convert
the lead into a sale.
• Additional Features
– Lead source
– Competitors' listing

Lead Opportunity Quote Sales

 Opportunity

A sales opportunity is a contact or an account which has been qualified the sales lead.
This person has entered your Circle of Prospect buyer and expected committed to
working with us.

Features
 Generate through Lead or directly generate for existing / New Customers
 Mentioned items with Qty., rates & Discount
 Sales team and Stakeholders mentioned with role of the person

Prepared By:
CRM Team (Ghazi Brothers)
 Sales Quotation

• A possibility to sell products and services to a qualified customer.

• It is a document which submitted usually in response to a request for quotation by
potential supplier with terms and conditions.

Features
 generate through Opportunity or directly generate quotes
 Quotation shall directly send through CRM to Customer
 Approvals from Sales head / Management shall be made in extra offer / discounts

Prepared By:
CRM Team (Ghazi Brothers)
 Prospect & Customer

 Prospects:
• It is someone who is a potential or likely customer.

 Customer:
• who has purchased Goods

Prepared By:
CRM Team (Ghazi Brothers)
 Prospect & Customer Account

 Many to Many relationship of Addresses and contact of Customer

 Customer responsible / Customer check list available
 Customer order and invoice history in one tab
 Customer detailed data section available as poultry, Livestock, Feed mill ,
Hatcheries to identify customer potentials
 Checklist shall be maintained of available customer documents (i.e., CNIC /
NTN/DSL etc.)
 Prospect shall be converted into Customer after mandatory documents available

Prepared By:
CRM Team (Ghazi Brothers)
 Contact Management (POC)

 Many to many relationship of Customers and addresses

 Working hours and working days for visits

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CRM Team (Ghazi Brothers)
 Customer Complaint Management

 Ghazi Brothers promotes and increase values feedback and works to improve
performance, systems and services.
 It aims to ensure an open, accessible and transparent
 It Ensure feedback, suggestions and complaints are managed effectively, fairly,
confidentially and objectively

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CRM Team (Ghazi Brothers)
 Standard Response time

 Acknowledge to Customer by SMS / Email within 01 Working days.

 Initial Review by CSD
 Request for additional documents / information from Customer (if needed)
 Resolution timeline in 05 working days, if unable to resolve inform to Customer
for the delay
 On the finalization of complaint, we will share our finding and any action we
have taken. We will do this in writing to Customer.

Prepared By:
CRM Team (Ghazi Brothers)
 Address the complaint

 Call : +92 21 3485 3004-5

 Email: [email protected]
 Fax: +92 21 3413 3155

Prepared By:
CRM Team (Ghazi Brothers)
 Information required to address Complaint

 Organization name and contacts details

 The name of the person who have been dealing with

 The nature of the case

 Explanation of Case

 Last discussion (if you discuss about it with our staff member)

 Your expectations

 Copies of any Documents which supports your complaint

 Note: For any claim in terms of damage / Exchange / Return due to any unsatisfactory condition, you may submit
the complaint within 01 working day after the receipt of product. No claim shall be entertained after the stated time
frame.

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CRM Team (Ghazi Brothers)
 Complaint Process

 We acknowledge

 We review

 We investigate

 We respond

 We take action

 We Record

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CRM Team (Ghazi Brothers)
 Investigation Responsibility

Responsible Responsibility Activity

Snr. Customer Service

Establish and manage To generate, Monitor and Closed ticket of Inquiry/Complain in System
Officer

Investigation and To investigate inter department and feedback to Snr. CSO against ticket
Assigned users
Feedback of Inquiry/Complaint

Customer Service
On the conclusion of case by Snr. CSO for further concluded, if needed
Manager/Asst. Review
get feedback from Management
Manager

Prepared By:
CRM Team (Ghazi Brothers)
 Benefit of Collection Responsible Activity in CRM

• To improve and enhance level of collection

achievement vs target.
• Cross company issue resolution against each
customer or in whole.
• Automation of tasks assigned.
• Improved analytical data and reporting.

Prepared By:
CRM Team (Ghazi Brothers)
What is the difference between Collection Responsible &
Collection Agent
 COLLECTION RESPONSIBLE:

 Collection Responsible to take follow-up of payment from our

valued customers unless payment is received.
 COLLECTION AGENT:

 Collection agents are responsible to collect payments from our

valued customers.

Prepared By:
CRM Team (Ghazi Brothers)
 Collection Responsible Activity

Feedback update in CRM

MeetingandArranged
activity Closed by ARD.
Collection
TaskFeedback
Allocate by
To RO
Collection
by emailResponsible
Activity
Tag collection Generate
Responsible in CRM
Name in & autowise
invoice email by CRM Module in ERP)
(Collection
Responsible
data will be synchronization through the Job Process from ERP to CRM.

Prepared By:
CRM Team (Ghazi Brothers)
 For Comments & Feedback, write us on:
[email protected]

Prepared By:
CRM Team (Ghazi Brothers)