Crm Concepts & Approach

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CRM – Concepts & Functional Aspects
Lecture 4 – 6 (14th November 2009) IIFT MBA(IB) 2007 - 10, Trimester - VIII

Re-cap of the last class

Agenda
Introduction Stakeholder Expectation Overview of CRM Group Exercise #1 Detail Discussion on each functionalities Group Exercise #2 Case Studies Exam Preparation Conclusion of the course
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Definition of CRM
There are many perspectives and definitions of CRM. At its most simple, CRM could be thought of at three levels:
CRM is about the implementation of a specific technology solution project CRM is the implementation of an integrated series of customer-oriented technology solutions CRM is a holistic strategic approach to managing customer relationships in order to create
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ntity & calculates the expected profit 6 6
Financial Planner Strategic Planner

1 1

Sets sales targets & conducts performance reviews 2 2
Sales Manager

Performs market analysis & defines strategies

5 5

Supply Chain Planner

Plans & monitors transactions with the partner 4 4
Channel Manager

3 3

Sales Representative

Ensures the availability of capacity & establishes a logistical quantity
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Delivers market-driven sales plan by Accounts, Territories & Opportunities
17

Activity Management
Inititiates marketing campaign for new product
Campaign Manager Customer

Customer calls to request product demonstation

2 2

1 1
Sales Representative

9 9

Creates follow-up activity Writes visit report

Checks calendar and creates Activity “Customer Demo”

Sales Representative

3 3

8 8
Sales Representative

Creates task list, gathers information and prepares visit

Sales Representative

4 4
Sales Representative

7 7
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Sales Representative

Visits the Customer
18

6 6

Creates a quotation

5 5

Contract Management
Sales representative wins opportunity Customer negotiates terms & conditions for buying product Sales representative creates contract with favorable conditions

1 1

2 2 3 3

8 8

Customer agrees to continue buying product

Customer accepts 4 4 contract Sales manager releases contract

5 5 7 7
Near contract completion date, sales representative contacts customer to
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