Customer relationship management (CRM) is an approach to manage a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.
4. Record / Record types: Contact Management
Filled Form
Complete Data
Row in a table
Structured vs
Non Structured
5. Sales Records Service Records
Leads
Request for Information
Lists : Exhibition walkins, missed
calls, Response to email etc
Opportunities
Potential Sale
Sales vs Marketing Ready Opp
Cases
Customer Issues (Complains, Tickets)
Customer questions
Queues
Holding, Service Request
Activities / Customer Interactions (valid
for sales as well)
6. Activity Detailing = Knowledge base
Activity Type
Contact
Date & Time
Duration
Description
Action Taken
Result
7. Day to Day Working
Create a Lead, Opportunity, Case
Add Activities, Next Steps
Work throughout the process and document
View related leads, Opportunities, Cases
Close orders, Resolve Case
Dashboard, Knowledge base
8. Operational CRM
Sales Force Automation : Lead Management, Quote to Order,
Customer Service and Support : Ticket ITIL
Marketing Automation : Campaign Management, Online, Social Lead Capture
Further :
Sales Credit Sharing, Channel Management, Partner Portals, Website, Social
Franchise Management, Agency Operation
9. Advantages
Enhanced ability to target profitable customers.
Integrated assistance across channels./ Connect customers and all channels on a single
platform.
Enhanced sales force efficiency and effectiveness.
Improved pricing.
Customized products and services.
Improved customer service efficiency and effectiveness.
Individualized marketing messages also called campaigns.
11. Analytical CRM
The role of analytical CRM systems is to analyze customer data collected through multiple
sources and present it so that business managers can make more informed decisions
Analytical CRM systems use techniques such as data mining, correlation, and pattern
recognition to analyze the customer data.
These analytics help improve customer service by finding small problems which can be
solved, perhaps by marketing to different parts of a consumer audience differently.
After scanning through this data, the company might think to market to this subset of
consumers differently, in order to best communicate how this company's products might
benefit this group specifically.
12. Current Trends
Customer Data Management Module
Analytics with Dashboards, Reports
Moving Analytics to AI, Reports to Chatbots
Explain Analytical CRM with example of Salesforce Einstein
14. AI applied in everyday
Make Quick Decisions
Analyse and learn from large Data
15. Analytical CRM in Sales Marketing
Lead Scoring (Cleanup Leads)
Opportunity Score (team specific)
Account Insights (Forecast, Win
Rates, Sales Productivity)
Activity Capture
Automated Contacts (Integration to
email,social)
Recommendation for Marketing
Social Listening / Insights : Mentions,
Sentiment Analysis,
Segmentation
Data Management Platform : External
Data source as well
16. WHAT CAN
CHATBOTS DO
Engage and Entertain
Qualify Users
Generate Leads
Promote Products/Services
Train and Educate C
Customer Service :
Online Ordering ; Loyalty Programs
18. What is Collaborative CRM
Collaborative CRM is an approach to customer relationship management (CRM) in
which the various departments of a company, such as sales, technical support,
and marketing, share any information they collect from interactions with
customers. For example, customer feedback gathered from a technical support
session could inform marketing staff about products and services that might be of
interest to the customer. The purpose of collaboration is to improve the quality of
customer service, and, as a result, increase customer satisfaction and loyalty.
Source : Tech Target
19. Collaboration CRM players
Collaboration between different Functions in a company
It is collaboration between suppliers, partners, customers and external actors such
as e-markets
More attention on data security, privacy and consumer rights require more
attention
Mobile Marketing and CRM
Mobile / non desk Sales force and CRM
20. Bumrungrad International Hospital
Medical Tourism Industry in Thailand
https://www.bumrungrad.com/getattachment/0d90ad33-99e4-4b1d-9cde-a2f5acfff
eb6/patientsbeyondborders-com-(1)
https://youtu.be/cLcIwTwRE_g
