Customer Relationship Management (CRM) System Concepts

Overview

Presenter: Alexander Jejelava, Director of Corporate Solutions Department

Objective

Overview of Bank’s major objectives related to Customer Relations

Demonstration of the System’s functionality connected with business objectives

Main objectives of customer relationship management Improving customer loyalty,

achievement of long-term and productive partnership

Improving sales activity and measuring the results

Replacing individual approaches with the sales system

Achieving unified high quality of service throughout the company

Measuring marketing returns

Improving customer loyalty Complete customer information

database General and contact information Products/Services sold Problems, requests and complaints Past revenues Competitors’ activity Customer interdependencies Centralized storage and updates

Improving customer loyalty (continues)

Improving customer loyalty (continues)

Improving customer loyalty (continues) Complete information about the

products – improving cross-selling Product literature Competitors’ products Centralized storage and update

Management Reports Sales by customer groups and other

dimensions

Improving sales activity and measuring the results Lead and Opportunity Management

Leads and lead sources Separation of lead-generation and lead-processing

processes Detailed information about lost and cancelled opportunities

Detailed logging of customer interactions E-mail Phone calls Appointments Letters Tasks

Lead and opportunity management

Lead and opportunity management

Creating the sales system Easing staff turnover implications

Easy transfer of customer-related information, collective memory

Knowledge accumulation in the company instead of individual salesmen

Standardization of sales business processes Improving sales efficiency with existing staff

qualifications Product literature Customer history Knowledge base Information about competitors and their products

Improving service quality Customer information request

processing standardization Complaint and problem escalation

Parallel control Statistics of problem creation and solution

Better understanding of customer complaints and requests through careful analysis

Improving service quality

Measuring marketing returns Lead sources

Lead generation by source Customers by lead source Sales by lead source

Product performance Won/Lost opportunities by product

Information about competitors’ activity

Improving management control

Detailed information about customers

Powerful reporting New parameters of planning and

control Closing the gap between top

management and customers

Questions and Answers