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CRM & Social CRM

Contents ● About us ● What is CRM? ● Why do you need CRM? ● How can you leverage CRM? ● What is Social CRM? ● Pros and Cons of Social CRM ● Summary ● More information

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Angsuman Chakraborty
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106 views30 pages

CRM & Social CRM

Contents ● About us ● What is CRM? ● Why do you need CRM? ● How can you leverage CRM? ● What is Social CRM? ● Pros and Cons of Social CRM ● Summary ● More information

Uploaded by

Angsuman Chakraborty
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CRM & Social CRM

Angsuman Chakraborty
Relaso (Taragana Inc)

Contents

About us

What is CRM?

Why do you need CRM?

o! can you le"erage CRM?

What is Social CRM?

#ros and Cons o$ Social CRM

Summary

More in$ormation

About Angsuman Chakraborty

%"er &' years o$ industry e()erience in architecting* leading &


de"elo)ing So$t!are )roducts $or +ortune ,-- to startu)
com)anies in .SA & India

/0Tech (onours) IIT 1harag)ur

Co2+ounder Taragana Inc

Chie$ So$t!are Architect at 3oubleT!ist Inc0

Consultant Architect Milli)ore Inc0

#roduct & Technical 4ead $or 5(tensity 5()ense Re)ort


($lagshi) )roduct) and Tra"el #lan )roducts* Tech0 lead $or
Timesheet )roduct 6 three )roducts !hich lead to "ery
success$ul I#% o$ 5(tensity in 7---

Sun Certi$ied 8a"a Architect

Senior Management Course $rom AMA



Taragana Inc

3e"elo) So$t!are )roducts & ser"ices

+e! notable clients9

In"itrogen Inc0

Milli)ore Inc0

Scri))s Research 4aboratories

:7-0com

8otmate Inc0

SciMagi( Inc0

World!ide customers base (o"er 7---) $or Machine


Translation So$t!are

Customer Relationshi) Management
In Peter F Druckers words, the purpose of business is to c reate
and keep a c us tomer.
Today, when businesses are scrambling to get customers, the
importance of Customer elationship !anagement "C!# cannot
be ignored

What is CRM?

Customer

Increase customer satis$action

Add ne! customers

Increase sales $rom e(isting customer

Relationshi) !ith

5(isting Customers

New prospects

Management

Tracking

Analytics

Re)orting

Automation
Why CRM9 As ;ro!th 3ri"ers
< Today, getting new customers is a problem. etaining them is e$en more
hard, which is in direct proportion to the growth factor of C!
< The need for the companies to optimi%e marketing spend and deli$er
offerings in a more defined manner
< Customer delight gaining more and more importance
< C! application pro$ides an effecti$e way to enable cross&selling
< 'ith increasing competition in all sectors of industry companies with more
customer awareness will gain
< (rowing )!* segment which has lower propensity to spend on marketing
would rely on C! software
< (rowing ser$ice industry which banks on customer knowledge for growth
%n 3emand CRM is ;aining ;round in
India
Com)any
/usiness Model in India
+osted
+osted
+osted
+osted
+osted
+osted
+osted
,n
Premise
,n
Premise
,n
Premise
< !ost of the companies are
e-ploring the best possible
marketing mediums including !ass
media, new media, marketing
channels such as seminars, online
demos dri$e the $olume of sales
and en.uiry
< Tier I cities has the significant
share . Tier II cities are also
emerging as the destination for
C! pro$iders
< The demand for C! solutions in
India is likely to be dri$en by large
organisations and )!*

Why CRM

Increase customer satis$action

4oyal customers

More re)eat business

More cross selling o))ortunities

Word2o$2mouth ad"ertising

Cost reduction

Sel$2ser"ice

5liminate manual data entry & noti$ications

Automate !ork$lo!

Why CRM

Shared in$ormation

4e"erage ne! )ros)ects

Cross selling

Analytics

Record o$ all interactions

Maintain commitments

4egal (S%=* 82S%=* /ill &>? etc0)

/usiness Analytics & Re)orting



4egal Re@uirements

1ey $inancial )rocesses

Marketing discretionary s)ending

Sales re"enue recognition

Ser"ice credits and )roduct returns

Audit Trail

Monitoring business acti"ities

Tracking cost and re"enues



Sales +orce Automation

Tracking* recording & streamlining sales


)rocess

Sales $orecast

/usiness insight into o))ortunities* territories

Work$lo! automation

Marketing

Tracking & Measuring Multi2Channel


Cam)aigns

5mail* SMS* Search* Social Media* Tele)hone*


3irect Mail* Tele"ision* Ae!s)a)er etc0

R%I Analysis

4ead @uali$ication & 4ead Targeting



Relationshi) Marketing

Stage based

A!areness B Com)arison B Transaction B


Rein$orcement B Ad"ocacy

Trigger based

Automation

R+M

R+M is used to analyCe customer beha"ior and


de$ine market segments0 It is )articularly
)o)ular in retail0

Recency 6 o! recently the customer )urchased

+re@uency 6 o! o$ten he )urchases

Monetary "alue 6 o! much does he s)end?

CategoriCe attributes (CAI3)



/usiness Analytics & Re)orting

Market Segmentation & targeted marketing

Re"enue )roDections

R%I analysis o$ Cam)aigns

Sales $orce )er$ormance monitoring

Relati"e gro!th across segments

000

Communication & Collaboration

Communication* communication & communication

Customer

Internal

4eads to9

Collaboration

Cross selling

4earning $rom others mistakes

Moti"ation

000

CRM +ailures 7--&27-->

7--& ;artner ;rou) 6 ,-E

7--7 /utler ;rou) 6 :-E

7--7 Selling #o!er* CS% +orum 6 '>0FE

000

7--: 5conomist Intelligence .nit 2 ,'E



CRM Challenges

Management

Su))ort

Change Agent

Gision & Strategy

5nd .ser Ado)tion

Total Cost o$ %!nershi)

Time o$ im)lementation

Customer Ado)tion

Ae! Challenge9 Social Media



CRM Challenges9 5nd .ser
Ado)tion

A !ell cited study by AMR Research $ound that e"en


among to) CRM "endors* 47 percent of companies
reported serious challenges with end-user adoption
that o$ten )ut )roDects in Deo)ardy0

Analysis sho!s that CRM im)lementations that do not


make daily tasks more productive $or indi"iduals !ill not
see cor)orate bene$its0
2 htt)9HH!!!0crmlandmark0comHsur"eyIcrm$ailures0htm

CRM Challenges9 Social Media

Most CRM So$t!are designed in )re2Social Media Age

Social Media is sometimes added as an a$ter2thought


!hich con$licts !ith e(isting )aradigm

Social Media gi"es control to common users

3isru)ts command and direction o$ traditional


communication

Re@uires ra)id res)onse time

Cor)orates cannot Jmuscle inK on social arena

Am)li$ies "oice o$ )eo)le in market)lace and


)ro$oundly a$$ects buying )atterns

%))ortunities in Social Media

%))ortunities

#ositi"e "iral e$$ects can be le"eraged to market to


a large audience !ith minimal budget !hich also
gi"es more )o!er to ne!er* less2$unded com)etition

Ability to $orge long term relationshi)s !ith large


grou) o$ )eo)le easily

Source $or high @uality leads

Traditional CRM is ill2e@ui))ed to handle Social


Media challenges and le"erage o))ortunities

Relaso Social CRM

4ead* Contact & /usiness Management

Task* 5"ent & Todo Management

%))ortunity Management

Marketing Cam)aign Management

Social Media & /log Management

%nline /rand Monitoring & Management

.ni$ied Communication & Collaboration

Customer Ser"ice Management

3ocument Management

3e$ect & +eature Tracking & Management

/usiness Rule & Work$lo! Management

5(tensi"e Re)orting !ith Custom Re)ort Creation



Why Relaso?

Signi$icantly im)ro"ed ease o$ use

Intuiti"e natural user inter$ace

5liminate re)etition

Integrate data $rom "arious e(isting sources L %)en A#I

.ni$ied solution

#iecemeal solution to related 5nter)rise com)onents like


CRM* Customer Ser"ice* 3ocument Management* Social
Media Monitoring & Management* 3e$ect Tracking System
etc0 increases com)le(ity and cost

Seamless Social Media Integration

Traditional CRM !asnMt designed $or Social Media and


doesnMt co)e !ell* i$ at all* !ith customer2led communication
in Social Media

Why Relaso?

Relationshi) disco"ery $or )ros)ects

Single communication inter$ace $or leads*


customers* team members integrating 5mail*
SMS* #hone* Web* T!itter* +acebook* 4inkedIn*
/log

CRM Accessibility $rom Web* Mobile (>--Rs


)hone to Smart)hones) !ith or !ithout internet
access* 5mail* i#ad like de"ices

Multi2lingual

Why Relaso?

Relationshi) disco"ery $or )ros)ects

Single communication inter$ace $or leads*


customers* team members integrating 5mail*
SMS* #hone* Web* T!itter* +acebook* 4inkedIn*
/log

CRM Accessibility $rom Web* Mobile (>--Rs


)hone to Smart)hones) !ith or !ithout internet
access* 5mail* i#ad like de"ices

Multi2lingual

Relationshi) 3isco"ery
Signi$icantly im)ro"es Lead
Conversion by
automatically disco"ering
(and in$orming about) real2
li$e relationshi)s !ithin your
e(isting contacts* customers
and leads0
C%A+I35ATIA4

Multi24ingual

Add data in your o!n


language

.se multi)le languages in


same account* e"en by
same user

Search across languages

4ocaliCation o$ user
inter$ace
C%A+I35ATIA4

CRM 6 A Summary

CRM has addressable challenges

CRM is a )rocess* not Dust a technology

CRM today is a re@uirement not a lu(ury $or


most business

Resources

Re"ie! o$ CRM $ailures htt)9HH)i0"uH;u

CRM Success +actors htt)9HH)i0"uH;um

Taragana htt)9HHtaragana0com

Relaso htt)9HHrelaso0com

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