Answer 1.
Introduction:
A CRM requires a lot of organizational adjustments that should compliment with the company’s current
culture, structure and procedures. A CRM can be stated as a building block of an infrastructure which
can be used to develop long terms customer supplier relationships while focusing on the customer
experience and easy of reach. Integration of new technologies in an already existing CRM is important
yet tricky to do as that will impact the ongoing operations. There are certain factors playing important
role in the future of CRM.
• Technology progress
• Consumers change
• Commitment from industry
• Customers in B2B & government market changes
Concept:
When it comes to an upgrade of CRM, many companies face challenge of legacy problem as a large part
of the computer systems are outdated and does not fit for upgrade strategy. The process description
from the inputs given by IT systems should be developed; such are few processes which are supported
by the CRM systems. Various factors influencing the future of CRM are-
Technological progress: Technology was introduced long time back but this keeps on changing and
surprises every time. It is very difficult to imagine a society without internet now although it is not being
used to its potential still.
Consumer changes: Consumers are becoming more demanding and independent and gives importance
to convenience more. A company should be capable to give services and answers to the consumer as
per their opted time and place for better feedback. As consumer does not like long waiting period and
queues, they find it annoying and waste of their time. Instead of lengthy processes and paperwork,
solution on a single phone call is appreciated now. Most brands like amazon have started the process of
callback to customers just by raising an online ticket and therefore the customer does not even need to
call the customer service department by their own.
Commitment from the industry: The survival of big and successful companies depends on the successful
use of systems.
Customers in the B2B & government market changes: Government also attempt to improve the
relationship with the citizens and to make the government departments for accessible and convenient.
In the B2B markets also it is important to maintain a detailed record of customers
Summary:
According to a research survey CRM can be referred as IT enabled business strategy which has a goal of
building good relationship with customers. Although the upgrade of CRM will impact the ongoing
services therefore proper planning and notification to the employees is important so that they can
preplan the operations accordingly.
Answer 2
Introduction:
Organizations should build and reserve sturdy consumer relationships in the modern, highly
aggressive business environment. This is especially true for the manufactures of
air conditioners as they have to compete in a highly fragmented market with many competitors. The
success of such companies is depended on the seasonal elements, that make it even more challenging to
maintain a lasting relationship with customers. As head of sales and marketing, I must focus on the
process and success factors of CRM. There are four pillars of CRM-
• Customer knowledge
• Communication
• Relationship management
• The individual value propositions
Concept:
As an AC manufacturer, we have to agree that the overall performance will be impacted by the
geography as well as season. The brand has to stand tall and in parity with other players that too within
fixed months of the year. Therefore, during my meeting with the leadership the base of the product
category should made clear. Now, it becomes crucial to gain maximum revenue while performing in
these boundaries. As Sales and marketing head, I will expand the product presence on online and offline
both channels. Also, invest on the ads and promotions. But in this product performance outcome is
depended on after sales services. Therefore, a strong CRM comes in place. Having a strong CRM will help
the brand to offer and manage installation services at doorstep making it hassle free experience for the
buyer. Any kind of technical glitch can be resolved firsthand via a telephonic all with the customer
service and if still the issue remain unresolved an onsite engineer can be set. This will help to create a
huge database of consumers to whom warranty extensions can be pitched later on via cold calling. CRM
can be a game changer for our brand and a great customer service can give us an edge over other
brands. Today the consumer does not want any physical or mental stress to resolve any issue, they
prefer convenience hence providing a good customer care will help in consumer retention which will
ultimately turn to word of mouth bringing more customers in the form their family, friends, colleagues
etc.
I will tell the importance of pillars of CRM-
• Customer knowledge- understanding individual customer is important to develop and maintain
a long term relationship. For eg- when the customer made any purpose, when was the last order
placed, how the consumer likes to communicate, any previous escalation so that the same can
handled cautiously. All these details will help to develop a strong consumer relationship and
hence CRM plays an important role. Relationship strategy- The individual customer information
should be used wisely to develop a long-lasting relationship. Therefore, the focus should be
more on providing the knowledge and updates as a well-wisher rather than the direct sale
pitches. The interest of company should not end at the time when customer has made the
purchase instead that should be foundation for a strong customer supplier relationship.
• Relationship strategy- The individual customer information should be used wisely to develop a
long-lasting relationship. Therefore, the focus should be more on providing the knowledge and
updates as a well-wisher rather than the direct sale pitches. The interest of company should not
end at the time when customer has made the purchase instead that should be foundation for a
strong customer supplier relationship.
• Communication- A network of communication channel is required so that the consumer queries
can be addressed in any language from anywhere at any time. A proper CRM system will help to
keep a record of customer details like name and address details, first time caller, multiple time
buyer, previous record of escalations so that when the customer calls again he or she does not
need to repeat the same information again.
• The individual value propositions- It is responsibility of an ideal brand to offer something to their
loyal customers as they are in a strong relationship since long time. These rewards can be in the
form of product, services, discounts etc..
Summary:
As explained in the concept, a strong CRM will help in a strong consumer relationship management. As
the consumer will get resolution of their issues in a hassle free and easy manner; this will ultimately help
in brand building
Answer 3 (a):
Introduction:
Marketing communication has huge impact on the relationship development with customers.
Communities where customers help and guide one another has shown a great impact on the customer
relationship development and retention.
A reward system like loyalty program, social media campaigns, referral policies will help the coaching
center of Ravi to ask for references and increase the chances of more enrollment.
Concept:
Loyalty programs are linked with the database of people such as name, age, address, city, interest,
background etc. The success of the loyalty program is directly proportional to the rewards offered to
customers. Here, the purpose is to reward a loyal or repeat customer. For e.g.- Airlines keeps on running
certain programs. They offer use of lounges, express check-in at the counters, sending a free meal or
magazine with an objective to gain customer’s loyalty and make them repeat customers. Loyalty
programs can be categorized as Savings program, club program, relationship marketing program with an
objective to increase spending, customer involvement with brand, mutual involvement & commitment
with the customers which eventually leads to more purchases. All these options therefore will help Ravi
to plan and launch to the current students at his coaching institute to get more leads.
• A saving program focuses on exciting consumers to do more transactions by rewarding for their
loyalty towards the brand.
• A club program offers certain benefits if the consumer become their fan and join club
membership.
• Relationship marketing program are the real loyalty programs like if a loyalty card is given to
consumer and every time they make a connect with brand through purchase, visits they get
points which can be claimed later on for any services.
Ravi can also run a social media campaign on Facebook, Instagram as well. Running ads with the proper
information or highlights of his coaching center can attract more prospects those are out of direct or
indirect reach through loyalty programs or word of mouth.
Summary:
By leveraging the database of current students Ravi can easily capitalize the potential student
enrollments. This can be easily achieved through loyalty programs and social media campaigns. Brand
like Myglamm and Mamaearth are continuously running discount ads and hence growing their database
of potential buyers.
Answer 3 (b):
Introduction:
The ROI on these loyalty programs is dependent on the efforts a company is putting in to appreciate,
surprise, excite and inform the customers. The total hike in revenue is the way a company can analyze
the growth in business through these initiatives. Therefore, Ravi also must see how many leads are
generated through social media and what is the conversion rate. How many students have enrolled to
his coaching class through the ads executed on social media platform. Similarly, Ravi should analyze the
database created through loyalty programs and leverage to the max for conversion.
Concept:
Ravi has already set a strong foundation by onboarding competent people, offering best salary. He can
work more on the infrastructure and the facilities at his premises. Also, a strong belief of students on
the coaching center for positive results will help to gain the benefit from ‘word of mouth’. The total
result rate is a strong asset which will help him to analyze what are the weakness and strengths.
Working in the weaknesses will add more value to the overall result which will add to his revenue also.
To estimate the success rate, RAVI must see the leads received through online platform and then
understand the ratio of cold and warm leads. Conversion from leads to enrollment will give a clear
understanding. Similarly, the kind of response he gets from loyalty programs will also add to the
revenue. Therefore, he will have to see which kind of program is working well for his coaching center
and how that can contribute more to the revenue.
Summary:
Above discussed parameters will balance the ROI. Depending on the relationship with the students like
activation, Appreciation, Information, and surprise will contribute to the revenue.