Crm Presentation 3

8/17/2019 Crm Presentation 3

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Welcome

To

Our

PresentationSunshine


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BRAC Bank limited :

CRM Activities andImplementation


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What do we mean !CRM"#Customer Relationship Mana$ement %CRM& is a co'ordinate approach to the sellin$ process allowin$ the

various operational( customer contact and salespromotional )unctions o) an or$ani*ation to )unction as a

whole+,

Customer Relationship Mana$ement is the

estalishment( development( maintenance andoptimi*ation o) lon$'term mutuall! valuale

relationships etween consumers and the or$ani*ations+


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Purposes o) CRM CRM system brings together lots of pieces ofinformation about customers, customercharacteristics, sales transactions, and marketingeectiveness, responsiveness, and market trends,

however the purposes of a CRM system are to:• Enhance customer service • mprove customer service

• dentifying the valuable customer of the !rms • Ensure customer retention by aligning business

processes with technology integration


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CRM Re-uirementsIn CRM pro.ects( )ollowin$ data should e collected torun process en$ine'

Responses to campai$ns(

Shippin$ and )ul)illment dates( Sales and purchase data(Account in)ormation(We re$istration data( Service and support records(/emo$raphic data(We sales data+


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"ow it is important toemphasi#e why retention

is necessary• To increase customer share into the market

• Retention increases pro)itailit!

• Sales and marketin$ costs are amorti*ed over a lon$ercustomer li)etime

• Customer e0penditure o)ten cost less to service

• Satis)ied customers provide re)errals

• Satis)ied customers ma! e prepared to pa! a price

premium


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$E"%&'"( CRM

C)*%+MER*Evaluating the customers’ past behaviour and purchase history, identify the customers-

Who are more profitable. Who may be the loyal customer.

Who bear the most life time value.

Who may be the promotion for the

organization etc.


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C1STOM2R R2T23TIO3

Customer Retention is the activity that a selling

organization undertaken order to reduce customer defections.


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13/2RSTA3/I34 C1STOM2R

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E&$!$%A' ($%)!%*+S#$!#E +E)#!$% A%)

A(!!S$+ W! E #$&/A%


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7ACTORS T8AT 52SS23S

C1STOM2R 5O6A5T6

C+M/E%%0E /R%' 0RE%' *EE1"(

2E-0+R.+3 "0+.0EME"%


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•

C1STOM2R 5I72 C6C52


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BRAC Bank and CRM• 2as! Access to In)ormation and Transaction

• /iscount and Cash Back Services+

• Shoppin$ and Pa!ments+

•

Smart Opener Service+• BRAC Bank Moile Service+

• Two 7actor Authentication %97A&+

• Call Centre Automation+

• SMS Bankin$+

•

Phishin$ Alert+• 3on'Stop Bankin$ Services+

• 5ocator Services+

• Bkash Service+

• Co'randin$ and Alliances with di))erent or$ani*ation+


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PROPOS2/ CRM S2T1P o) BRAC

Bank


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CRM Strate$ies o) BRAC

Bank • Customer 2ehavior /atterns

• Customer $ata

•

Customer value management• /rospecting

• *elling

• Collection and use of customer intelligence

• up4selling and cross4selling• Customer service and retention

• /rotection of customer privacy


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Basic Rules o) CRM )or BRAC

Bank C1STOM2R I/23TI7ICATIO3 :

To provide value to the customer( the compan! must know or identi)! the

customer throu$h marketin$ channels( transactions( and interactions over

time+

C1STOM2R /I772R23TIATIO3:

7or pro)it ma0imi*in$( customer should e di))erentiated with proper scorin$

method considerin$ their li)etime value+

C1STOM2R I3T2RACTIO3:

Customer demands chan$e over time+ eepin$ track o) customer ehaviour andneeds is an important task o) a CRM pro$rams+

C1STOMI;ATIO3


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Wh! BRAC Bank adopts CRM"

(y /areto’s /rinciple, it is assumed that 012 of a company’s

customer generates 312 of its profits.

!t is more e4pensive to ac5uire a ne6 customer than obtain

repeat business from an e4isting customer. he costs lie 6ith

promotional campaign, phone calls, administrative e4penses

etc. 6ith ac5uiring ne6 customers.

A typical dissatisfied customer tells 3 to 71 people about his or

her e4perience, 6hich deteriorates company’s impression.

An increase in retaining customers translates into more

increase in profitability


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Bene)its o) CRM to BRAC

Bank CRM Bankin$ 7ocuses on the CustomerOverall Pro)itailit!

Satis)ied CustomersCentrali*ed In)ormation

CRM Bankin$ Boosts Small Banks

Customer Se$re$ation

A$$ressive Customer Ac-uisition

Improved Cross'sell 7ramework

=>?'de$ree view o) compan!

C )i ) C )


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Cost and Bene)its o) CRM )or

ank and Customers


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#omparison of #+& bet6een (+A# (ank

and E8!& (ank, (angladeshBRAC Bank: here the ank is di))erent with(• 2asiness o) ankin$ throu$h moile and SMS ankin$(

where one can transact mone! and in-uire in)ormation

oth at same time+• /iscountin$ services+

• 2as! )inancial inclusion+

2@IM Bank: here these are the services which is related to CRMut not su))icient( are'

• It .ust enaled internet ankin$ and SMS ankin$ where SMSankin$ onl! serves the account in)o services+

•

1suall! this ank )ocus on e0port import ankin$ services andcustomers+


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Implementin$ CRM Strate$! o)BRAC Bank 7our steps are re-uired )or implementationprocess'

Implementin$ customer'centric usiness

strate$ies+

Redesi$nin$ )unctional activities

Re'en$ineerin$ work processes

Selectin$ the appropriate so)tware


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Method o) 2))ective CRM

Implementation )or BRAC Bank

• Acknowled$e email en-uiries

• /evelop the ri$ht contact strate$!

•

Providin$ online chattin$Reduce costs ! improvin$ wesite desi$n and sel)'

service

• Anal!ses the pro.ects scope

• now th! limitations

• Chan$e accounts into customer


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Challen$es 7aced Bank )or

Implementin$ CRM• Mana$ement and the developers do not have a clear

understandin$ or de)inition o) the components or

purposes o) a CRM s!stem+

• Mana$ement and the developers de)ine the pro.ect

scope too lar$e+

• Mana$ement )ails to commit an e0ecutive sponsor or

champion to the pro.ect+• Mana$ement and developers )ail to understand the

e0pectations o) ke! constituent $roups in usin$ the

CRM s!stem


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Recommendations7ull automated s!stem should e applied all over the world+

2mplo!ee en$a$ement needs to e properl! desi$ned in order to )eed

a lar$e numer o) customers retainin$ satis)action at the same time+

Customer satis)action surve! must e made e)ore appl!in$ CRM+

Trainin$ scheme should e uild up )or emplo!ee mana$ement+Onl! not to emplo!ee ut also to customers to introduce those to the

new technolo$! and s!stem and services to ac-uire pro)it easil!+

2ducational institutes speciall! usiness departments should include

CRM issue with their academic curriculum+

Crm Presentation 3

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