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