1. Customer Relationship
Management (CRM)
Dr Vish Ramakonar & Dr Ganesh Arulampalam | CRM Consultants
Funded by Brought to you by

2. About Sankhya Consultants
• Support businesses to grow using online
technology tailored to their specific needs
• Experts in Customer Relationship
Management (CRM), Data Mining and
Predictive Analytics
Dr Vish Ramakonar & Dr Ganesh Arulampalam
crmconsulting.net.au
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3. Today’s Schedule
Information Session
7.30am Listening & Learning (60 mins)
8.30am Break (15 mins)
8.45am Questions & Answers (30 mins)
9.15am CRM (15 mins)
9.30am Session ends
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4. Agenda – CRM CRM
1. Introduction
2. What is CRM?
3. Why CRM?
4. Current Challenges
5. What CRM can Achieve
6. Typical usage of CRM systems
7. How CRM fits in with your Digital
Strategy
8. Common CRM tools and Examples
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5. CRM
INTRODUCTION
Q. Who is the most important
person in our business?

6. CRM
INTRODUCTION
A: The Customer!

7. CRM
INTRODUCTION
Q. How well do we know our customers?
Q. What is our customer’s EXPERIENCE
when they interact with my company?

8. CRM
INTRODUCTION
• What happens when we don’t know our
customer…
• Video Presentation

9. CRM
WHAT IS CRM?

10. CRM
WHAT IS CRM?
Model for Managing Company’s interactions
• with Customers, Clients and Sales prospects.
Uses Technology
• to organise, automate, and synchronise business processes
• marketing activities, sales activities, customer service
(Wikipedia, 2012)

11. CRM
WHY CRM?
Overall Goals
• Find, attract, and win new clients
• Nurture and retain those the company already has
• Increase the customer loyalty
• Attract former clients back
• Reduce the costs of marketing and client service
(Wikipedia, 2012)

12. CRM
WHY CRM?
• Customer Satisfaction is CRUCIAL for
Gartner Research
Businesses
Companies can increase • by retaining an additional 5% of their
profits by 125% customers
Probability of selling to
an existing customer
• 60% - 70%
80% of your sales • comes from 20% of your customers

13. CRM
WHY CRM?
World Leading
• Scott Hallman
Business Coach
Boost profits by • By seeing opportunities
3,300% and FOLLOWING UP
• You need systems and
To achieve this
automated processes

14. CRM
Current Challenges
1. Using Excel for Customer Management
• Multiple copies
• Difficult to Merge
• Redundant Data Entry
• Tracking Difficulties

15. CRM
Current Challenges
2. Manual Processes or No Process
• Marketing Campaigns management and tracking
• Tracking Sales
• Managing Sales Pipeline
• Quote and Invoice Generation
• Handling of Complaints and Enquiries

16. CRM
Current Challenges
3. Status Reporting
• With Excel based system – status
reporting very tedious
• Compilation of information may
compromise accuracy
• Lack of continuity if staff leave

17. CRM
What CRM Can Achieve
IMPROVE CUSTOMER SATISFACTION
IMPROVE OPERATIONAL PROCESSES AND
PRODUCTIVITY
AUTOMATE REPORTING, DASHBOARDS &
PREDICTIVE ANALYTICS

18. CRM
Some Common Business Processes
CRM Can Help Save Time With
• Handling enquiries via phone, email etc
• Capturing contact information
• Creating quotes
• Following up with customers
• Creating invoices
• Keeping track of potential sales
• Keeping track of products/services purchased.
• Emailing newsletters or info about upcoming events or new
products
• Tracking Marketing - Newspaper ads, Facebook, cold calling
• Managing contracts, agreements and documents

19. CRM
Typical Usage of CRM systems
Customer Profiling
• Add custom fields to Contact and Account screen to capture customer profile
information specifically for your company.
• Generate reports related to customer profile and sales data
Marketing Campaigns
• Manage Marketing Campaigns
• Manage mass mailouts to leads and contacts for newsletters and offers
• Link potential sales (opportunities) with campaigns to measure campaign success
Sales
• Track potential sales progress and sales pipeline
• Integrate with 3rd party applications such as sales and accounting
• Generate quotes, sales orders and invoices automatically – linked to inventory module

20. CRM
Typical Usage of CRM systems
After Sales Service
• Manage customer complaints enquiries and feedback – track till closure
• Integrate with customer portal to track service requests complaints/enquiries and give
automatic updates to customers and staff involved.
• Create workflows and integrate service level agreements
Advanced Data Mining
• Predictive analytics for improved marketing and customer service

21. For Marketing Campaigns CRM
Marketing Manager Customer receives email Email drives traffic to
Mail blast info to
creates campaign company site
customers and
leads
Revenue from Enquiries
View reports to
successful sales regarding the
see how successful
can be tracked campaign linked to
your campaign was
potential sales
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22. For Sales CRM
Salesperson creates
Customer expresses System can generate
Potential Sale (status
interest in a product or reminders for If sale is
‘Proposal’)
service salesperson to follow up successful, Sales
System can generate a status ‘Closed
quotation Won’
Track invoices till System can generate an
payment received invoice directly from the
quote
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23. For Customer Service Center CRM
Customer Calls Support Helpdesk Rep answers CRM system displays If the customer is
Number call and creates case for information to assist satisfied, Helpdesk
the complaint/enquiry Helpdesk Rep rep closes the case
Dept user calls customer back and
closes ticket once the If Customer Care cannot answer
complaint/enquiry has been the query, they generate a ticket
resolved and route to the respective
department 23

24. After Sales Service Requests using online CRM
Customer Portal
After-sales Dept receives After-sales assigns a
Customer with When issues are
email notification and ticket to relevant
service request logs resolved and
case is assigned personnel.
onto customer portal customer is
automatically in CRM Customer receives
satisfied, ticket and
updates via email/portal
case are closed
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25. CRM
How CRM fits in with your Online Strategy
Leads Capture Website
Form
E-commerce Self Help
Online Customer
Shopping Portal
CRM SYSTEM
Reports and Analytics
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26. CRM
Common CRM Tools

27. CRM
Example CRM system – 360 degree view of
customer

28. CRM
Example CRM system – Dashboards

29. CRM
Example CRM system – Capturing Leads info

30. CRM
Example CRM Integration with Social Media

31. Questions & Answers
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32. Thanks for attending today
• Sign up for additional government-
funded help for your business or
community organisation:
− more workshops at
www.melvilledep.com.au
− online help forum at
www.achievemoreonline.com.au/help
Funded by Brought to you by
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