Evolution of CRM

1. 1
The Evolution of CRM

2. 2
Is CRM really a new concept?
 Relationship with the customer has existed since
the advent of trade and business.
 Barter Age
Customized product Age
Mass Production Age
Customer: Purchaser of goods/Service and not necessarily the one
consuming them, e.g. dealer / retailer/ wholesaler
Consumer: One who utilizes the goods/services to fulfill his need
Customization Age
.

3. 3
The Evolution of Relationship
Marketing

4. 4
The Evolution of Relationship Marketing
Pre-Industrial Era:
 practiced by merchant and traders.
 business was build on trust.
 interactions transcended the commercial
transaction and involved social interaction
 relationship exists in pre-industrial
market(traditional, small).

5. 5
Industrial era
Mass production, mass distribution and mass
communication
Intermediaries took on the responsibilities of
warehousing, transportation, distribution and
final sale to the customer.
Greater efficiencies' and lower cost.
Reduced direct contacts and negative impact
on the relationship.

6. 6
information era
JAGDISH SETH and ATUL PARVATIYAR has identified the
following factors for this shift in orientation:
 Advances in technology
 Intensive competition
 Growing importance of service sector
 Adoption of TQM programs