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Customer Relationship Management ( CRM ) System Concepts

Customer Relationship Management ( CRM ) System Concepts. Overview. Presenter : Alexander Jejelava , Director of Corporate Solutions Department. Objective. Overview of Bank’s major objectives related to Customer Relations

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Customer Relationship Management ( CRM ) System Concepts

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  1. Customer Relationship Management (CRM) System Concepts Overview Presenter: Alexander Jejelava, Director of Corporate Solutions Department

  2. Objective • Overview of Bank’s major objectives related to Customer Relations • Demonstration of the System’s functionality connected with business objectives

  3. Main objectives of customer relationship management • Improving customer loyalty, achievement of long-term and productive partnership • Improving sales activity and measuring the results • Replacing individual approaches with the sales system • Achieving unified high quality of service throughout the company • Measuring marketing returns

  4. Improving customer loyalty • Complete customer information database • General and contact information • Products/Services sold • Problems, requests and complaints • Past revenues • Competitors’ activity • Customer interdependencies • Centralized storage and updates

  5. Improving customer loyalty (continues)

  6. Improving customer loyalty (continues)

  7. Improving customer loyalty (continues) • Complete information about the products – improving cross-selling • Product literature • Competitors’ products • Centralized storage and update • Management Reports • Sales by customer groups and other dimensions

  8. Improving sales activity and measuring the results • Lead and Opportunity Management • Leads and lead sources • Separation of lead-generation and lead-processing processes • Detailed information about lost and cancelled opportunities • Detailed logging of customer interactions • E-mail • Phone calls • Appointments • Letters • Tasks

  9. Lead and opportunity management

  10. Lead and opportunity management

  11. Creating the sales system • Easing staff turnover implications • Easy transfer of customer-related information, collective memory • Knowledge accumulation in the company instead of individual salesmen • Standardization of sales business processes • Improving sales efficiency with existing staff qualifications • Product literature • Customer history • Knowledge base • Information about competitors and their products

  12. Improving service quality • Customer information request processing standardization • Complaint and problem escalation • Parallel control • Statistics of problem creation and solution • Better understanding of customer complaints and requests through careful analysis

  13. Improving service quality

  14. Measuring marketing returns • Lead sources • Lead generation by source • Customers by lead source • Sales by lead source • Product performance • Won/Lost opportunities by product • Information about competitors’ activity

  15. Improving management control • Detailed information about customers • Powerful reporting • New parameters of planning and control • Closing the gap between top management and customers

  16. Questions and Answers

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