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By: Maxwell

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y 1 . Realisation of importance of relationshipmarketingy

Focuson maintaining a continuous relationship withthecustomer and building a longterm bond

y Focusoncustomer relationship asopposedtoone timetransaction

y Buildingtrust and friendship withinthe customer base

were seen as a major thrust indeveloping longtermbusinesses.

y Creating an environment where bothcustomers as wellasthe business feel thatthey are on a win winrelationship

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y 3. Developmentof B to B

relationsy Dealingsdone with business

customers andthe closerelationships made withthem,showedhow it worked for thebenefitofthe business

y It was viewedthat evenconsumer relationsshould bedevelopedtogainthemaximum benefit

y

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y 4. Application ofMaterial ResourcePlanning,(MRP)and EnterpriseResource Planning (ERP) solutions bySAP

y When MRP was introduced in mid1980scompanies begantoconstructcustomer andsupplier data bases

y In early1990scompanycalled SAPintegrated MRP with accountingandcustomer data warehouseswere

established. Once it wasdonecompanieshaddemographic,behavioral andcontactdata wheretheycoulduse for CRM

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y 5. Introduction of CustomerCall Centersy Customer inquiriesor trouble

shootingdone throughcallcenters

y Call centers receivedso muchofcustomer complaints andcomments

y The informationgatheredthroughcall centers werewarehousesof informationaboutcustomers andtheirexpectations

y That persuadedtogo furtheranddevelop CRM

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y 6. Sales Force Automationy SFA enabledtocapture prospects

andcustomers information andprovide the SF real timeinformation

y SFA wasoriginally meanttoimprove sales force productivityand encourage sales people todocument andcommunicate theirfield activities

y However,the informationgathered were so importantthat itshed lightonthe importance ofestablishing much betterrelationship withcustomers and itprovidedthe main ingredientsalsotodoso.

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y 7. Campaign Management

y

Customer data were usedtospecificallytargetcommunications aboutnewproducts anddevelopments asmass media was very expensive

y Companiescould fine tune andplantheir campaigns andmonitor them well withsuchdata ofcustomers

y Therefore campaigns also wouldhave promptedtohighlighttheimportance of CRM

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y 8. Web and Channel integrationy Customer data were gathered bydifferent

functional departments for differentpurposeswhenthey interact with

customers ( Customer touch points)y Later oncentralisedcross functional

database was introducedto provide asingle visionofthe customer. Thecustomer data came from all touch pointsand it provided a 360degree view ofthecustomer

y

Muchoftodays CRM efforts includegatheringcustomer information fromeachtouch point and integrating it intothe customers profile inorder to betterservice across all contact pointsofthecustomer.

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y 9. Wide use of personalcomputersy Availabilityof personal computers

enableddifferentdepartmentsofthe businesstogather,store andanalyze customerdata

y When all suchdata wereconsolidated bythe Headquartersit enabledthe company as a whole

todevelop better customerdrivenactivities and products

y Therefore, it alsowouldhavepromptedto formallydevelopCRM as it was beneficial tothecompany

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y 10. Industrial and ServicesMarketing ( ISM)

y Itcould be arguedthatISMpromptedto formally recognizeCRM

y ISM emphasized more onrelationship building,developingtrust,commitmenttocustomerservices,servicesquality,satisfaction, andthe needtomaintain a customer base.

y Services Marketing leadto introduceadditional 3 Ps, People, PhysicalEvidence and Process intothe

traditional Marketing Mix of4 ps.

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Be a happy family. Use CRM in

family first ?????