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case study-2


Akash Shrivastava

on 3 May 2014

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Transcript of case study-2

How CRM is implemented
Technology Description
a new way to acquire and retain customers...
Customer relationship management (CRM) is a model for managing a
company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing,
customer service, and technical support
Customer Service
Social Media
CRM helps to identify and target best customers, manage marketing campaigns and generate quality leads for sales team
Customer Relationship Management
CRM assist organization to improve sales by optimizing information shared by multiple employees, and streamlining existing process ( for example, taking orders using mobile devices
CRM allows the formation of individualized relationship with customers, with the aim of improving customer satisfaction and maximizing profits.
CRM system can be used to create assign and manage request made by customers such as call center software which helps direct customer to agent. This can also be used to identify and reward loyal customer over period of time.
CRM software can integrate social media site like twitter and Facebook to track and communicate with customer. customer can also share their opinion and experience with a company's product or service
Company overview
Vodafone is british multinational telecommunication
company headquartered in London.
It is world second largest mobile telecommunication company measured
by both subscriber and revenue.

Vodafone owns and operates network in over 30 countries and has a partner network in over 40 additional countries
5) Enhancing customer experience
4) Analyzing customer behavior
3) Accessing information
2) Storage and accessing of information
1) Gathering information
data is collected regarding customer, their requirements,
categories, and behavior.
After collecting information, data is stored in a centralized
database so that it can be accessed from anywhere
when information collected and stored centrally,
the information is made available to employees in the
most useful format
With the help of data mining tools such as oracle data miner or oracle spreadsheet, data is analyzed to identify pattern or relationship. These pattern is used to develop sales strategies
It involves identifying and resolving customer problem quickly, rewarding loyal customers, and finding time for new customers.
Single and comprehensive profile of customers

Improved data helped...
Analytics and reporting become automated, which saved lot of time

This automation allow the sale, marketing and customer service team to work together and introduce improvements
Process improvement
allowed company o focus on each customer
Helped to analyze their buying pattern of service
created higher quality of relationship with customers
sales representative to identify sales trends and buying pattern
Marketing team to identify which type of offers customer best response to
Communication inside the company become more efficient through the CRM software
All employee gain access to important information and communicate with each other.
Benefits to employees
The need of CRM
To gain competitive advantage
To retain existing customer and attract new customer
Quick and better response to customers need
Research conclusion

1. CRM helps to reduce customer retention rate and increase customer life time value.
2. CRM helped Vodafone to increase its overall market share in u.k.and across the world Now it holds 25% of total customer in the u.k. as compared to other telecoms company
CRM implementation depends a lot on 'availability of data
much efforts is required to initial set-up of sotware.
Buttle, F., [Customer Relationship Management]
Concepts and tools, 1st edition
Hippner, H./Wilde,K.D. [Customer Relationship Management]
Grundlagen des CRM, 1st Edition
Cocepts, strategy , and tools [Customer Relationship Management]
V Kumar; Werner J Reinartz
By: - Akash Shrivastava
Full transcript