4/4/2021
Customer Relationship Management: Introduction
Md. Rakibul Hassan, Associate Professor
Department of Marketing, Jahangirnagar University
Email: rakibmktju@gmail.com
Introduction of Customer Relationship Management
Learning Objectives
Definition of Customer Relationship Management.
Different Facets of Customer Relationship Management (CRM).
Importance of Customer Relationship Management.
Customer Relationship Management and Marketing.
Common misconception of Customer Relationship Management.
Challenges of CRM.
1
4/4/2021
Customer Relationship Management
Customer Relationship Management (CRM) is the
combination of practices, strategies and
technologies that companies use to manage and
analyze customer interactions and data throughout
the customer lifecycle.
CRM works to ensure that all customer-interfacing
organizational functions (i.e., sales, marketing,
technical support) are efficient and synchronized,
ensuring that former and potential customers are
adequately and appropriately served.
What are the benefits of the CRM?
Business Process Management (BPM) technology in CRM allows organizations to
quickly adapt to the changes in the business environment:
Tools for effective and easy process modeling, changing and monitoring.
Case management capabilities to manage unstructured processes.
Simplified and transparent work processes from the very first day.
Advanced reporting tools for generating more sales.
Detailed analytics and reports on the team’s performance.
Easy information sharing across the company.
Scalability, security, and mobile CRM access.
Advanced tools for better collaboration among departments and with
consumers
2
4/4/2021
Facets of Customer Relationship Management
There are a number of different components of Customer Relationship Management
that are essential to run an organization towards success. Every component is unique in
itself and plays a major undeniable role in the process.
Sales Force Automation
Human Resource Management
Lead Management
Customer Service
Marketing automation
Workflow automation
Integration with other software
Business Reporting
Customer Relationship Management & Marketing
CRM leverages and amplifies customer base of an organization through efficacious
and efficient marketing. In fact, CRM has brought up new dimensions in the field of
marketing by significantly improving marketing functioning and execution. The various
aspects of CRM oriented marketing are:
Web Marketing
Email Marketing
Analyze customers buying behavior online
Forecasting future marketing strategies
Building business impact models
3
4/4/2021
Misunderstandings in CRM
Many companies have misconceptions about CRM in regard to assessing customer
satisfaction in order to enhance business. They are :
Identifying CRM with a software system
CRM is a complicated system, difficult to understand
CRM is expensive and unaffordable by small enterprises
Wrong assessment for the Return On Investment in CRM
Who is responsible for CRM implementation - The Marketing, Sales, Customer
Service, or IT officials?
Top Challenges in CRM Implementation
Customer Relationship poses a numerous threats and challenges for the organization
those are:
Lack of Communication
Lack of Organization Wide Use
Lack of Technology Integration
Cost Assessment
Lack of Clear Objectives
Deployment Type
Improper Training
Hire the Right CRM Solution Provider
Lack Of leadership
4
4/4/2021
Thank You All
