SY-MBA(MKTG)

RSL8PE04A

Customer Relationship Management

(CRM)
(Unit-I)
Customer Services & Relationship Marketing
CRM & Technology

-Prof. Dr. Satish Chinchorkar

PhD., BE (Mech)., MBA., [Link]., CQA., COBIT5
Content: CRM & Technology

5.1. Web based Customer Support - Designing, Planning & Management of

marketing campaign using the web, marketing & sales analytic tools, Enterprise
Marketing Automation (EMA) - Components of EMA - Promotions, events,
loyalty & retention programs, customer response management, apps for
customer data management

5.2. Sales Force Automations (SFA) - Definition and need of SFA, barriers to
successful SFA, functionality, technological aspect of SFA, data
synchronization, flexibility and performance, reporting tools.

5.3 CITII – Customer Interaction & Technology Implementation Interface –

Using ACR/IVR, Call Centers) – Functional deployment of technology using
technology - ACD& R (Automatic Call Distribution & Recording), IVR
(Interactive Voice Response), CTI (Computer Telephony Integration), web
enabling the call center, automated intelligent call routing, logging & monitoring
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5.1. Web-based Customer Support

Web-based customer support leverages online tools and

platforms to provide assistance, manage inquiries, and
resolve issues, offering businesses a convenient and
efficient way to interact with customers. This includes
Online Customer Service: Web-based customer support
encompasses all digital interactions between a business
and its customers, including email, live chat, ticketing
systems, and knowledge bases.
Accessibility: It allows customers to access support
resources and assistance from anywhere with an internet
connection, 24/7.
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5.1. Web-based Customer Support

Some Examples:

Help Desk Software: Zendesk, Freshdesk, Zoho Desk, Help

Scout.

CRM Systems: HubSpot, Salesforce, Zoho CRM.

Live Chat Platforms: Intercom, LiveAgent, Gorgias.

Knowledge Bases: HelpDocs, DocuSign, Confluence.

Virtual Support Systems: AnswerConnect.

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5.1. Designing, Planning &
Management of Marketing Campaign
using the Web

Designing, planning, and managing a marketing

campaign using the web involves defining goals,
identifying your target audience, choosing the right
channels, creating content, and tracking results to
achieve business objectives.

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5.1. Marketing & Sales Analytics Tools

Marketing and sales

analytics tools help
businesses measure,
analyze, and optimize
their marketing and
sales efforts by tracking
key metrics and
providing insights into
customer behavior and
campaign performance.
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5.1. Enterprise Marketing Automation
(EMA)

Enterprise marketing automation uses technology to

streamline and automate marketing processes within
large organizations, improving efficiency and
allowing teams to focus on higher-level strategies.

Enterprise marketing automation (EMA) is a

technology-driven approach that automates
repetitive marketing tasks and integrates marketing
activities across various channels.

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5.1. Enterprise Marketing Automation
(EMA) Key Features:

 Lead Management: Capturing, scoring, and nurturing

leads based on their interactions with the brand.
 Email Marketing: Automating email campaigns,
including segmentation, personalization, and A/B testing.
 Social Media Management: Scheduling and managing
social media posts and engaging with followers.
 Content Marketing: Creating and distributing engaging
content across various channels.
 Reporting and Analytics: Tracking campaign
performance and identifying areas for improvement.

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5.1. Components of EMA:

Promotions:
In the context of Enterprise Marketing Automation
(EMA), "Promotions" refers to a component that
facilitates the creation, management, and delivery of
promotional campaigns, including discounts, special
offers, and loyalty programs, to encourage customer
engagement and action.

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5.1. Components of EMA:

Events:
When discussing EMA (European Medicines
Agency) events, focus on the agency's activities and
events related to medicines and their regulation,
including scientific committees, pharmacovigilance,
and regulatory guidance.

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5.1. Components of EMA:

Loyalty & Retention Programs:

To build effective loyalty and retention programs
within an EMA (Email Marketing Automation)
strategy, focus on engaging customers with
personalized emails, offering rewards and
incentives, providing excellent customer support,
and gathering feedback to continuously improve the
customer experience.

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5.1. Customer Response Management

Customer Response Management is a business

strategy and technology that helps companies
manage and improve interactions with customers to
enhance customer relationships, improve customer
service, and drive sales growth.

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5.1. Apps for Customer Data
Management

Zoho CRM: Offers a comprehensive solution for

managing customer data, sales processes, and
customer service, with features like AI-powered client
management and customizable dashboards.
Salesforce: A leading CRM platform for enterprise-level
businesses, providing tools for managing customer data,
sales, marketing, and customer service.
HubSpot: An all-in-one platform that integrates CRM,
marketing, sales, and customer service, offering features
like marketing automation and data analytics.

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5.1. Apps for Customer Data
Management

Pipedrive: Focuses on sales processes and customer data

management, providing tools for tracking leads, managing
pipelines, and automating sales activities.
Freshsales: A cloud-based CRM software that offers a variety of
features for B2B companies, allowing you to manage customer
data, track sales, and automate marketing processes.
Zendesk: Known for its customer service and support tools,
Zendesk also offers CRM features for managing customer data
and interactions.
ClickUp: A productivity platform that helps organize account
details, sales processes, workflows, and customer interactions in
one shared space.
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5.2. Sales Force Automations (SFA)

Sales Force Automation (SFA) is a software or tool

that automates repetitive and administrative tasks in
the sales process, allowing sales teams to focus on
customer engagement and revenue generation.
SFA tools automate tasks like data entry, lead
management, task assignment, and reporting,
freeing up sales representatives to spend more time
on customer interactions and closing deals.

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5.2. Need/Benefits of SFA

Increased Efficiency: By automating repetitive tasks,

SFA tools free up sales teams to focus on higher-value
activities.
Improved Accuracy: SFA systems reduce errors and
ensure that data is accurate and consistent.
Better Customer Engagement: With more time to focus
on customer interactions, sales teams can build stronger
relationships and close more deals.
Enhanced Productivity: SFA tools help sales teams
work smarter, not harder, leading to increased
productivity and revenue.
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5.2. Examples of SFA

 Automating data entry

 Managing leads and contacts

 Assigning tasks to sales representatives

 Generating reports and dashboards

 Managing sales pipelines

 Sending out automated emails

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5.2. Barriers to Successful SFA

Barriers to successful Sales Force Automation (SFA)

implementation include
 Unclear vision

 Resistance from sales teams

 High costs

 Complexity

 Data security concerns

 Lack of management support

 Proper training
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5.2. SFA Functionality

Lead Capture and Management: SFA systems allow

capturing leads from various sources (websites, social media,
email campaigns, etc.) and automatically log them into the
system for easy tracking and management.
Pipeline Management: SFA tools provide visibility into the
sales pipeline, enabling sales teams to prioritize leads and
opportunities and track their progress through different stages.
Sales Forecasting and Analysis: SFA tools help in
estimating sales, analyzing past sales records, and identifying
opportunities for sales teams to improve their pipeline.

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5.2. SFA Functionality

Automated Follow-Ups and Communication: SFA

systems automate tasks like scheduling meetings, sending
emails, and updating customers, saving time for sales
teams.
Data Management and Reporting: SFA systems offer a
centralized place for managing customer and sales data,
facilitating better reporting and analysis.
Task Automation: SFA systems automate routine and
repetitive tasks, freeing up sales teams to focus on more
strategic activities.

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5.2. SFA Functionality

Mobile Access: Many SFA solutions are mobile-friendly,

allowing sales teams to access and update information on
the go.
Schemes and Promotions: SFA apps allow businesses to
create and run customized schemes and promotions,
tailored to different shop types and regions.
Route Optimization: SFA can help optimize sales routes
and beat plans, ensuring efficient coverage of territories.
Document Management: SFA solutions can help manage
product lists, specifications, manuals, brochures, etc.

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5.2. SFA Functionality

Event Management: SFA can help manage

events such as conferences, trade shows,
seminars, meetings, webinars etc.
Integration with CRM: SFA is often integrated
with CRM software to centralize customer data
and streamline sales processes.
Sales Activity Management: SFA tools act as a
map that guides the sales team across the entire
sales cycle.
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5.2. Technological Aspects of SFA

Automation of Repetitive Tasks: SFA software

automates tasks that are time-consuming and repetitive,
such as data entry, email generation, and basic reporting,
allowing sales teams to focus on more strategic activities.
Lead Management: SFA systems help track and manage
leads, from initial contact to qualification and conversion,
ensuring that no potential opportunities are missed.
Sales Pipeline Management: SFA software provides tools
to visualize and manage the sales pipeline, allowing sales
teams to track the progress of deals and identify potential
bottlenecks.
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5.2. Technological Aspects of SFA

Data Capture and Analysis: SFA systems capture and

store sales-related data, enabling sales managers to
analyze performance, identify trends, and make data-driven
decisions.
Mobile Accessibility: Many SFA solutions offer mobile
apps, allowing sales teams to access and manage sales
data on the go, improving flexibility and responsiveness.
Integration with CRM: SFA is often integrated with
Customer Relationship Management (CRM) systems,
providing a comprehensive view of customer interactions
and sales activities.
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5.2. Technological Aspects of SFA

AI and Machine Learning: Emerging SFA technologies

incorporate AI and machine learning to provide insights into
customer behavior, predict sales outcomes, and
personalize customer interactions.
Predictive AI: SFA uses AI to predict the best actions to
take to advance deals in the sales pipeline.
Generative AI: SFA uses existing data to generate text for
emails, proposals, and other messaging.

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5.2. SFA Data Synchronization

SFA (Sales Force Automation) data synchronization ensures

data consistency and accuracy across different systems,
allowing sales teams to access real-time, up-to-date information,
ultimately improving efficiency and sales performance.
Data synchronization in the context of SFA refers to the process
of keeping data consistent and up-to-date across multiple
systems, such as a CRM (Customer Relationship Management)
and other business applications (e.g., ERP, marketing
automation).
The goal is to ensure that sales teams have access to accurate
and timely information, eliminating data silos and improving
collaboration.
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5.2. SFA Flexibility and Performance

SFA (Sales Force Automation) flexibility refers to the

ability of an SFA system to adapt to changing business
needs and sales processes, ensuring it remains valuable
and effective even as your business evolves. This includes
features like scalability, customization, and integration with
other systems.
Sales Force Automation (SFA) enhances sales team
performance and flexibility by automating tasks, improving
data management, and enabling better decision-making,
ultimately boosting productivity and sales.

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5.2. SFA Reporting Tools

Automated Data Reporting: SFA tools automate

data entry and reporting, reducing manual effort and
ensuring accurate information.
Real-time Reporting: Access real-time data and
reports to track sales performance, identify trends,
and make data-driven decisions.
Performance Analytics: Analyze sales data to
identify top-performing reps, areas for improvement,
and opportunities for growth.

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5.2. SFA Reporting Tools

Customer Insights: Gain insights into customer

behavior, preferences, and interactions to improve sales
strategies and customer relationships.
Expense Management: Some SFA tools include
expense management features to track and reimburse
sales team expenses.
Route Optimization: Optimize sales routes and
schedules to maximize efficiency and coverage.
Lead Management: Manage leads effectively, track their
progress through the sales pipeline, and improve
conversion rates.
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5.2. SFA Reporting Tools

DCR (Daily Call Report) Management: SFA tools often

include features for managing and tracking daily call reports,
ensuring that sales reps document their activities and
interactions.
MIS (Management Information System) Reports: Generate
comprehensive reports for management to track key
performance indicators (KPIs) and make informed decisions.
Industry-Specific Features: Some SFA tools are tailored to
specific industries, such as pharmaceuticals (MR Reporting)
or FMCG (Fast-Moving Consumer Goods), with features like
prescription tracking and route management.

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5.3 CITII – Customer Interaction &
Technology Implementation Interface

A "Customer Interaction & Technology Implementation

Interface" refers to the systems and processes that
businesses use to manage and enhance interactions with
customers, often leveraging technology to streamline
communication and improve the customer experience.
Consist of:
Centralized Platform: It's a platform that acts as a hub for all
customer interactions, consolidating data from various
touchpoints (phone, email, social media, etc.).
Technology Integration: It involves integrating advanced
technologies like CRM systems, AI-driven chatbots, and data
analytics tools to streamline interactions and gather insights.
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5.3 CITII – Customer Interaction &
Technology Implementation Interface

Customer Journey Focus: It aims to provide a holistic view

of each customer's journey, enabling businesses to tailor
interactions and recommendations.
Personalized Experiences: The goal is to create
personalized and efficient interactions that build customer
loyalty and satisfaction.
Customer Interaction Management (CIM): This is a broader
term encompassing the strategies and technologies used to
manage customer interactions throughout the customer
lifecycle.

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5.3 CITII Using ACR/IVR

To implement an effective customer interaction and

technology interface using ACR (Automated Call
Routing) and IVR (Interactive Voice Response),
focus on streamlining call handling, providing self-
service options, and ensuring a positive customer
experience through intelligent routing and clear
communication.

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5.3 CITII Call Centers

Call centers leverage technology to facilitate

customer interactions, with tools like Computer
Telephony Integration (CTI) and AI-powered
solutions enhancing efficiency, personalization, and
customer experience.
Computer Telephony Integration (CTI): CTI enables
computers and telephone systems to interact,
allowing agents to access customer information (like
account details) directly on their screens during calls,
streamlining interactions and improving efficiency.
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5.3 ACD& R (Automatic Call
Distribution & Recording)

In the context of CRM, Automatic Call Distribution

(ACD) routes incoming calls to the most appropriate
agent or department based on predefined rules,
while call recording captures and stores these
interactions for various purposes like quality
assurance and training.
ACD is a telephony system that automatically routes
incoming calls to the most suitable agent or
department within a call center, based on pre-
determined rules and criteria.
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5.3 ACD& R (Automatic Call
Distribution & Recording)

 ACD systems analyze incoming calls and identify

the caller's needs and intent.
 It then uses algorithms and routing strategies to
direct the call to the appropriate agent or
department.
 Factors considered for routing include agent
availability, skills, workload, and caller
preferences.

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5.3 IVR (Interactive Voice Response)

Interactive Voice Response (IVR) is an automated

phone system that uses voice prompts and keypad
inputs to interact with callers, gather information, and
route calls, often integrated with CRM systems for
enhanced customer interactions and data
management.
IVR is a technology that allows businesses to
automate interactions with callers through a phone
system, using pre-recorded messages, menu
options, and potentially speech recognition.
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5.3 CTI (Computer Telephony
Integration)

Computer Telephony Integration (CTI) is a

technology that connects a call center's phone
system with its computer applications, like CRM,
enabling agents to manage calls and access
customer data seamlessly from one interface,
improving efficiency and productivity.
CTI integrates phone systems with computer
applications, allowing agents to handle calls and
access customer information from a single platform.

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5.3 CTI (Computer Telephony
Integration)

When a call comes in, the CTI system sends data

about the caller to the computer, which then
automatically displays relevant customer information
on the agent's screen.
Integrating a phone system with a CRM like
Salesforce, allowing agents to access customer
profiles and past interactions while handling calls.
Using CTI to manage inbound and outbound calls,
improve agent productivity, and reduce errors.

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5.3 Web Enabling the Call Center

Integrating CRM (Customer Relationship

Management) with a call center allows agents to
access customer data and interaction history,
enabling personalized and efficient service across
various channels, ultimately improving customer
experience and call center operations.
Call center CRM acts as a central hub for storing
and managing customer information, including
contact details, purchase history, preferences, and
previous interactions.
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5.3 Automated Intelligent Call Routing

CRM-based automated intelligent call routing, or

Intelligent Call Routing (ICR), is a technology that
uses artificial intelligence (AI) and data analysis to
automatically direct incoming calls to the most
appropriate agent or department based on various
criteria, such as caller information, agent skills, and
call history. This system enhances customer
experience by reducing wait times and ensuring that
calls are handled by the right people, leading to
improved efficiency and customer satisfaction.
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5.3 Automated Intelligent Call Routing

How it works: ICR gathers data from incoming calls,

including caller ID, location, time of day, and
previous interactions with the company.
Data analysis: The system then analyzes this data
against predefined routing rules and agent skill sets
to determine the most suitable agent to handle the
call.
Routing and connection: Finally, the system routes
the call to the chosen agent directly or through a call
queue if the agent is unavailable.
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5.3 Logging & Monitoring

CRM logging and monitoring provide a

comprehensive way to track user activities, system
performance, and potential issues within a Customer
Relationship Management (CRM) system. This
allows organizations to improve data accuracy,
ensure compliance, enhance security, and make
better business decisions.
Improved Data Accuracy:
Logging helps identify data entry errors and
inconsistencies, ensuring the integrity of CRM data.
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5.3 Logging & Monitoring

Audit Logs: Record user activities within the CRM

system, such as creating, editing, and deleting
records.
Event Logs: Capture system events, including errors,
warnings, and successful actions.
Performance Monitoring: Tracks system resources,
such as CPU usage, memory allocation, and database
performance.
Security Monitoring: Detects suspicious activity, such
as unauthorized access attempts or data breaches.
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 Dr. Satish Chinchorkar
[Link]@[Link]
98224 06187
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