Customer Relationship Management Dr. Kalpana Dube

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1 Customer Relationship Management Dr. Kalpana Dube Sr. Professor (Fin. & PPP) IRITM/Lucknow

2 Definition of CRM CRM is the strategic process of selecting the customers a firm can most profitably serve and shaping the interactions between a company and these customers with the objective of optimizing current and future value of customers for the company. 4 Indian Railways Programme 18/11/2009 Prof. Markus Christen

3 A Changing World Customers Traditional Approach Today s Approach Natureofexchange Transaction Relationship Marketing Customeracquisition Customerretention Focus Products Customers Buyersare Ill-Informed Well-Informed Powerlieswith Sellers Buyers Productsandservices Standardized, made-to-inventory Customized, made-to-order Communication Massapproach Targetedapproach Performancemetrics Productprofit,volume, marketshare Customerprofit,life-time value,loyalty 6 Indian Railways Programme 17/11/2009 Prof. Markus Christen

4 CRM Strategy: Objectives Why do you want to engage in customer relationship management? Greater efficacy : Better customer insights enable a firm to better match the right products and services with the right customers at the right time for the right price in the right quantities Strategic CRM: hard to implement, requires substantial changes, significant potential for improving business performance IT is only an enabler 11 Indian Railways Programme 17/11/2009 Prof. Markus Christen

5 CRM Strategy: Challenges CRM: Better customer insights Whatkindofdatamustbecollectedandanalyzedtobetter understand customers and develop a CRM strategy? What are key implementation obstacles? How big is the potential for improved performance? What else is needed to develop lasting and profitable customer relationships? 13 Indian Railways Programme 17/11/2009 Prof. Markus Christen

6 CRM Strategy: Basics Relationship has to be mutually beneficial (win-win) Value to the customer Value from the customer Business objective is to maximize value from the customer Without delivering superior value to the customer there is no business 8 Indian Railways Programme 17/11/2009 Prof. Markus Christen

7 CRM Strategy: Objectives Why do you want to engage in customer relationship management? Greater efficiency o o Better allocate sales people : Do what you do at lower cost Replace snail-mail with , telephone access with Internet access Tactical CRM: can be implemented relatively quickly, but has limited potential to improve business performance 9 Indian Railways Programme 17/11/2009 Prof. Markus Christen

8 Competitive Advantage With CRM Competitive advantage can be defined as a company s ability to outperform rivals in terms of sustained profitability. 18 Indian Railways Programme 18/11/2009 Prof. Markus Christen

9 Establishing Competitive Advantage Competitive Advantage Is it unique? How distinctive? Profit-earning potential of a capability Is it sustainable? How embedded? How imitable? How substitutable? Is it valuable? How relevant? How core? 21 Indian Railways Programme 18/11/2009 Prof. Markus Christen

10 Customer & Consumer Focus Understand the consumer Look for dissatisfied consumers across segments and identify a new way to configure segments Focus on the decision making process, including the consumption stage Identify the different members of the decision making unit and understand the role they play and what drives their decision making Provide ONLY the features consumers want The entire organization needs to be consumer focused 18

11 Customer-Focused Management Customer Behavior Marketing Mix Organizational Goals Market Analysis Creating Value Marketing Strategy Understanding Markets 2 Indian Railways Programme 17/11/2009 Prof. Markus Christen

12 Whatever CRM Is Firms Invest in IT Approximate Worldwide CRM Investments (applications, hardware and services) Spendings Year-to-Year Growth % 4 Indian Railways Programme 17/11/2009 Prof. Markus Christen

13 Decreasing Customer Satisfaction American Customer Satisfaction Index (ASCI) more than consumes, measuring overall satisfaction with products and services. 90 Scheduled A irlines 90 Household A ppliances 90 C o mmercial B anks 90 P arcel D elivery 90 P ersonal C omputers 90 P ublishing/ N ewspapers % -3.5% -2.7% % % % Source: University of Michigan 5 Indian Railways Programme 17/11/2009 Prof. Markus Christen

14 What is Strategy?

15 What is Strategy? An organization s approach towards long-term value creation (& capture) Where to play? (Scope) How to win? (Competitive Advantage) External Environment Organizational Resources & Capabilities

16 What really is value creation? Customers Willingness to pay (WTP): The value that the buyer attaches to the product or service, i.e., the most he/she could ever pay for it Company Suppliers Cost to Deliver (CTD): Opportunity cost of all inputs (e.g., raw materials, capital and labor) required to produce one unit of the product.

17 More on Willingness to Pay (WTP)

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Strategic Elements of Competitive Advantage. PPT 6 (First ppt slides after the mid-term) Assist. Prof. Dr. Ayşen Akyüz

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