CUSTOMER RELATIONSHIP MANAGEMENT Topic 4

CUSTOMER RELATIONSHIP MANAGEMENT Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. CRM refers to the methodologies and tools that helps businesses manage customer relationships in an organized way. Important – to keep your clients close, strengthen your relationships with them and find new clients.

It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. This tool allow the employees to store information about customers and can be accessed by the employees in different department with company.

INFORMATION TECHNOLOGY AND CRM Technology plays a important role in CRM. Technological approaches involving the use of databases, data mining and one-to-one marketing can assist organisations to increase customer value and their own profitability. This type of technology can be used to keep a record of customers names and contact details in addition to their history of buying products or using services.

The areas which company interacts with its customer: Front office contacts Back office operations Business contacts

PURPOSE With an effective CRM strategy, a business can increase revenues by: Providing services and products that are exactly what your customers want Offering better customer service Helping sales staff close deals faster Make call centers more efficient Simplify marketing and sales processes

KEY ELEMENTS OF CRM 3 areas which are core to successful CRM: Customer service Sales force automation Campaign management

WHY WE NEED CRM ? For customer flux and better management To manage customer better To know about customer’s experiences To help customers find what they are looking for To get competitive edge with efficient CRM system To keep customers informed all the times To increase customer-company communication

CRM ACTIVITIES Reactive service Proactive service Customer has a problem and contact the company. the manager take a step and contact the customer himself in order to establish a dialogue and solve the problems.

ADVANTAGES OF CRM FOR SHIPPING INDUSTRY Better management of customer services Gain competitive edge/dominate market/become authority Enhances communication between company and customer Keep customer informed on services and activities Enhances productivity and operational effectiveness Simplifies internal processes

DISADVANTAGES OF CRM Most common obstacles experienced using CRM systems: Record loss Training Require additional work inputting data Require continuous maintenance, information updating, and system upgrading costly

EXAMPLE OF COMPANY THAT USE CRM W&O Supply, 1975 – largest marine pipe supplier in United State – used CRM from Maximizer Software. W&O Supply was acquired by PON Holdings, based in Netherland. Benefits using Maximizer Software : Can access a complete customers view. Improved information about the sales team and sales processes Protection of customers data

Shipping Liner companies, CRM services can improve: Shipping companies in Taiwan (Wanhai, Evergreen, Yang Ming Line) and in Vietnam (vinalines and Vosco) use various CRM system (interactive marketing, sales automation, customer service and support) to communicate with their customers. Shipping Liner companies, CRM services can improve: Coordination and communication among ship management Terminal operation Vehicle arrangement