CRM 101: What is CRM?
This is a simple definition of CRM.
Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships to grow your business. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.
When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, agent productivity, and more. CRM tools can now be used to manage customer relationships across the entire customer lifecycle, spanning marketing, sales, digital commerce, and customer service interactions.
A CRM solution helps you focus on your organization’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.
Who is CRM for?
A CRM system gives everyone — from sales, customer service, business development, recruiting, marketing, or any other line of business — a better way to manage the external interactions and relationships that drive success. A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — and make information about every customer interaction available to anyone at your company who might need it.
With visibility and easy access to data, it's easier to collaborate and increase productivity. Everyone in your company can see how customers have been communicated with, what they’ve bought, when they last purchased, what they paid, and so much more. CRM can help companies of all sizes drive business growth, and it can be especially beneficial to a small business, where teams often need to find ways to do more with less.
Here’s why CRM matters to your business.
CRM is the largest and fastest-growing enterprise application software category, and worldwide spending on CRM is expected to reach USD $114.4 billion by the year 2027. If your business is going to last, you need a strategy for the future that’s centered around your customers, and enabled by the right technology. You have targets for sales, business objectives, and profitability. But getting up-to-date, reliable information on your progress can be tricky. How do you translate the many streams of data coming in from sales, customer service, marketing, and social media monitoring into useful business information?
A CRM system can give you a clear overview of your customers. You can see everything in one place — a simple, customizable dashboard that can tell you a customer’s previous history with you, the status of their orders, any outstanding customer service issues, and more. You can even choose to include information
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“Public Office is a public trust.
Public officers and employees
must at all times be accountable
to the people, serve them with
utmost responsibility, integrity,
loyalty, and efficiency…”
(1987 Constitution of the Philippines, Article XI, Section 1)
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4 Kinds of Treatment
1. Friendly and Caring
People want to feel that
their needs are important
to you and your
organization and that
they are treated in a
friendly way. This
includes such simple
things as giving
information and
answering questions.
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2. Flexible
People want the
person
who helps them to be
able to “go around”
the
system, if necessary,
and
to make it work for
them when the present
situation does not
totally meet their
needs.
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3. Problem Solving
When people have problems
that need some attention,
they want to know that you
are able to figure out a
solution. They want to know
that they will not be
transferred or shuttled
around and left feeling that
they are responsible for
taking care of their
problem.
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4. “Error” Recovery
When a mistake is made, people
want it to be taken cared of
immediately and to their
satisfaction, It is not as if people
expect perfection, actually may
people are quite considerate of
the realities of human systems
and the potential for honest
mistakes being made. What they
want is some kind of quick
response that recognizes that a
mistake has been made and every
effort is being made to correct it.
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Anyone internal or external to the organization for
whom your work, products (results, outputs) or
services (expertise, knowledge) are produced or
intended.
Anyone whose success or satisfaction depends on
your action.
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Four Types of Customers
Direct :
Indirect :
Internal :
External :
Individuals or organizations who avail themselves of your
products (results, outputs) or services (expertise,
knowledge) for their personal or organization’s use.
Individuals or organizations that benefit from your
products or services through another party or from a
direct customer.
Another person, your boss, a group of peers, another
division or another department within the organization
that depends on products or services you provide.
An individual, a group of individuals or another
organization outside of your organization that depends
on products or services you provide.
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Customer Expectations
Example:
“Asking for directions inside the building.”
Customer Expectations:
There’s an “information” person
No line or short wait in line
Information person is knowledgeable and patient
Directions or signage are clear and easy to understand
Directions accurate
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Try to think of actual experiences you have had, not only
with government agencies, but from the perspective of a
customer who has needs and wants. Think of what makes
the service really memorable.
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Ways to Improve Service
Ask your customers for input.
Ask fellow employees in the work unit.
Revisit your service vision, values, strategies, standards and
performance pledges.
Examine your service delivery cycles.
Continuously educate management and staff.
Analyze key customer contact points
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Review processes, practices, procedures and
policies regarding your work.
Look for ways to streamline and simplify.
Inform and educate your customers.
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Availability – you respond when they need you.
Understanding Needs – you know your customer’s business.
Cooperativeness – you do what’s necessary and beyond.
Helpfulness – you take those extra steps to keep the customer
happy.
Timeliness – you deliver at the time when service is needed.
Professionalism – you behave and act in an ethical manner.
(5S of professionalism – Standard, Skills, Spirit, Specialized
Knowledge & Supportive Environment )
17. Follow up – you keep the customer advised.
Problem Solver – you identify potential
problem areas, solve them and handle change.
Quality – you deliver what the customer
expects.
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* Service quality is largely determined
by customer perceptions – their
beliefs about what they’re GETTING
compared to what they EXPECTED.
* Perceptions are highly subjective.
* Perceptions may not be logical,
accurate, or fair, but they’re real and
they’re powerful.
To produce customer satisfaction:
*Make the customer feel important.
*Listen and respond to customer’s
feelings.
*Ask for and offer suggestions.
*Acknowledge customers.
*Clarify details about each specific
situation.
*Meet (or exceed) customer’s
needs.
*Make sure the customer is happy
with what s/he gets.
*Appear trained and prepared.
*Follow-through.
PERCEPTIONS SATISFACTION
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Written satisfaction surveys
Phone surveys
One-on-one interview with key informants
Point of service comment cards
In-depth focus group discussion
Direct customer feedback
Suggestion boxes
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*Specific words and actions of
customers that drives us service
providers “crazy”
*Specific words and actions of service
providers that drives customers
“crazy”
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1. Parent
a. Critical parent
– Judgmental
– Condescending
– I know best
– Always, should, never
– Can’t please
– Feel like and pointing finger
2. Adult
– Unemotional/factual
– What/who/when/how
– Give and ask for ideas and
opinions
– Problem-solver
b. Nurturing
– Protective
– I’ll take care of it
– Let’s not argue
– Arm around
– “mom”/”dad”
3. Child
– Free expression
– Spontaneous
– Gut level emotion
– Manipulative
– Self-absorbed
– Know-it-all
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* Definitions of Types of Transactions
1. Parallel
In a parallel transaction a person sends a direct message to
someone and the sender gets an expected response. This can
occur between any two ego states. When the response is
expected, the transaction is complimentary and the lines of
communication remain open and uninterrupted.
Examples:
P P P P
A A A A
C C C C
X: Are you attending the X: Let’s call in sick
Staff Meeting this morning? tomorrow.
Y: Yes, I plan to attend. Y: Great. It should be a
great day to go off.
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2. Crossed
A crossed transaction occurs when the sender is met with
an unexpected response. When this takes place, the
transaction may become blocked and communication may
be closed off or diverted. In this state, people may become
angry, confused or withdrawn.
Examples:
P P P P
A A A A
C C C C
X: Are you attending the X: Let’s call in sick
Staff meeting this morning? tomorrow?
Y: Why are you always Y: You shouldn’t be
checking on me? breaking the rules
by calling in sick
when you are not
sick.
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3. Ulterior
Ulterior transactions occur when a person appears to be
sending one kind of message but is actually sending another
kind of message in disguise. Sometimes the tone of voice or
body language will convey the real message. This sort of
transaction is undesirable.
Examples:
P P P P
A A A A
C C C C
X: Ms. Madlangbayan, the policy X: Mr. Olaño where
of this agency is to pay clerical are the data sheets
staff P300.00 per day. from the Accounting
Department.
(Ms. Madlangbayan, this agency (Mr. Olaño, why don’t you
is paying you P300.00 per day handle your work like
That’s a lot of money for the you are supposed to.)
kind of work you’ve been
turning out.)
26. Attitude is your mental
position with regard to facts –
or more simply, the way you
view things.
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1. Your attitude toward customers influences your behavior. You
cannot always camouflage how you feel.
2. Your attitude determines the level of your job satisfaction.
3. Your attitude affects everyone who comes in contact with
you, either in person or on the telephone.
4. Your attitude is not only reflected by your tone of voice, but
also by the way you stand or sit, your facial expression and
other non-verbal ways.
5. Your attitude is not fixed. The attitude you choose to display
is up to you.
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FUNDAMENTAL SKILLS IN CUSTOMER
INTERACTION
3 CRITICAL TYPES OF CUSTOMER
INTERACTION:
1. Dealing with Complaints
2. Saying “No” without
antagonizing
3. Handling difficult people
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TECHNIQUES IN DEALING WITH
COMPLAINTS
*Allow customer to vent . . .
*Apologize
*Educate the customer
*Ask open questions
*Explain action
*Thank the customer
*Under promise, but sometimes over deliver
*Write complaints down
*“Escalate concern” to emphatize
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TECHNIQUES IN SAYING “NO” WITHOUT ANTAGONIZING
*Use warm and cooperative voice
*Explain why
*Eliminate jargon
*Be courteous
*Restate policy
*Give benefit to customer first
*Suggest alternatives
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PRAYER BEFORE STARTING WORK
Our loving God, as we begin our work, we bring Your presence with us.
We speak Your compassion, Your grace, Your mercy,
and we ask you to share Your gift of peace.
We acknowledge Your power over all that will be spoken, thought, decided
and done throughout this day.
Anoint our projects, ideas, and struggles, so that even our smallest
Accomplishment may bring You glory.
Lord, when we are confused, guide us.
When we are discouraged and losing hope, energize us.
When we are burned out, infuse us with the light of the Holy Spirit.
May the work that we do and the way we do it bring faith, joy,
and a smile to all that we come in contact with today.
Bless our family, our home, our nation.
May truly care for the earth and the community of life
as we try to promote your dream for justice and liberation.
In the Name of Jesus we pray,
with much love and Thanksgiving.....
Amen.