MANAGEMENTA n v e s h S h a r m ab y

KNOWLEDGE

CUSTOMERKNOWLEDGE

CUSTOMERRELATIONS

HIP

CUSTOMERRELATIONSHIP

MANAGEMENT

Customer relationship

management (CRM) is a

process to

identify, select, acquire, develop

and retain profitable

customers.

CRM enables the managers

to employ customers’ data to increase their

production, provide better SERVICES

and boost their long-term

profit.

OBJECTIVES

First Purchase

1. Other companies’ Customer or

Potential Customers

First time Customers Further purchase

2.

TEMPORARY Customers

PERMANENT Customers

3.

DECENT SERVICES

4.

LEVELSOF

CRM

OPERATIONALCRM

ANALYTICALCRM

KNOWLEDGEMANAGEMENT

slides to knowabout KNOWLEDGE MANAGEMENT5

Knowledge management (KM) is the process of capturing, developing, sharing, and effectively using organizational knowledge.

1

Creating, Constructing, Identifying, Collecting, Selecting,

Organizing, Structuring,

Distributing, Refining,

Browsing and Applying

knowledge

2

U s a g e

Tr a n s m i s s i o n

I d e n t i fi -c a t i o n

ProcessOf knowledgemanagement3

STRATEGIES of KM4

C o l l a b o r a t i v e s o f t . Te c h .

E x p e r t s y s t e m

S t o r y Te l l i n g

WHY INVESTin

knowledge management5 ?

CUST OMERkNOW LEDGE

MANAGEMENT

GATHERINGMANAGINGSHARING

CUSTOMER KNOWNLEDGE

Points to Mind

Before going through the process of CKM

Gathering

Transactions&

Interactionswith customers

2Ways ofCUSTOMER KNOWLEDGE

T O c u s t o m e r K N O W L E D G E

Approach

2View points

1 . C o l l e c t i o n o f i n f o r m a t i o n & v i e w p o i n t s t h a t

a n o r g a n i z a t i o n h a s a b o u t i t s c u s t o m e r s .

2 . C o l l e c t i o n o f i n f o r m a t i o n & v i e w p o i n t s t h a t

y o u n e e d t o h a v e b u i l d s t r o n g c u s t o m e r r e l a t i o n s h i p s .

THINGS to gather about CUSTOMER1

0

Who they areWhat they doWhy they buyWhen they buyHow they buyHow much they buyWhat makes them feel good about buyingWhat they expect of youWhat they think about youWhat they think about your competitors

?

5DifferencesCRM

b/w KMCKM

K N O W L E D G E S O U G H T I N

KM

C R M

C K M

Employee, team, company

Customer Database

Customer experiences, there satisfaction with products/services

R AT I O N A L E

KM

C R M

C K M

Unlock and integrate employees’ knowledge about customers, sales and R&DMining knowledge about the customer in company’s databases

Gaining knowledge directly from the customer as well as sharing and expanding this knowledge

M E T R I C S

KM

C R M

C K M

Performance against budget

Performance in terms of customer satisfaction and loyalty

Performance against competitors in innovation and growth, contribution to customer success

B E N E F I T S

KM

C R M

C K M

Knowledge sharing in organisation

Customer retention

Customer success, innovation, Organizational learning

R E C E P I E N T S O F I N C E N T I V E S

KM

C R M

C K M

Employee

Customer

Customer