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Customer Relationship Management (CRM)

Iftikhar NadeemSenior Consultant, E-Business Solutions

Center for Economics & Management SystemsResearch Institute, KFUPM

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Customer Relationship Management

(CRM)

• Defining CRM• Managing customer life cycle• CRM architecture• CRM infrastructure• Challenges in implementing CRM

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CRM

It is an integrated marketing, sales, and service strategy that depends on coordinated actions.

It provides a clear business framework for managing customer relationships

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Goals of CRM Framework

• Use existing relationships to grow revenue

• Use integrated information for excellent service

• Introduce more repeatable sales processes and procedures

• Create new value and instill loyalty

• Implement a more proactive solution strategy

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Managing Customer Life Cycle

Acquire

DifferentiationInnovation convenience

Enhance BundlingReduce costCustomer service

RetainAdaptabilityListeningNew products

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The CRM Architecture

Acquire Enhance Retain

Direct marketing Cross-selling & up-selling Proactive service

Sales force automation Customer support

Integrated CRM Applications

Customer Life Cycle

PartialFunctional Solutions

CompleteIntegrated Solution

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The CRM Infrastructure

• Customer content

• Customer contact information

• End-to-end business process

• The extended enterprise or partners

• Frond-office and back-office systems

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Challenges in Implementing CRM

• Lack of incentive program to promote CRM

• Lack of cross functional integration

• Globalization

• Traditional organization structure

• Lack of local solutions