Name: Pankaj L.

Chowkekar

Application ID: 6808

Class: S.Y. M.C.A. (Sem 4)

Subject: Customer Relationship Management

Group : A
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 1) a) Write a case study on use of CRM tools in Shopping Center and its impact on deciding
strategies.
Ans:
Retailing is India’s largest industry accounting for over 10% of the country’s GDP and around 8% of the
employment. Retailing is also one of Key elements of a marketing strategy. It facilitates the targeting
process making sure that a product reaches particular group of consumers. Retailers provide a collection
of service benefits to their customers. Such as being located in convenient places, providing a range of
alternatives to choose from and selling goods in quantities that match the personal consumption level.
The Indian retailing sector is highly fragmented with 97% of its business being run by the unorganized
retailers such as the traditional family run stores and corner stores. Organised retailing, however, is at a
very nascent stage though is share is expected to rise to 9-10% by the year 2010. The last few years have
witnessed immense growth in this sector.
In order to keep pace with increasing demand, there has been hectic activity in terms of entry of
international labels, expansion plans and focus on technology, operations and processes. Large Indian
players like Reliance, ITC are making significant investments in this sector. With growing competition it is
becoming increasingly difficult for retailers to survive in the new economy. A new revolution of
customized marketing is taking place and for retailers to survive today, they must adopt revolutionary
thinking. CRM is an emerging tool that enables retail marketers to maintain their presence in the
dynamic marketing environment. Initially CRM was the tool preferred by manufacturers in order to
motivate and retain retailers.
Now-a-days retailers are applying the same tool in order to retain the customers. The objective is to get
the customers to maintain loyalty towards the store, irrespective of the products and brands that they
prefer to buy.
CRM help to ensure continuous growth and success
1. The retailers or marketers need to have a better understanding of customers at the individual level.
2. They should provide the consumers with specific product – related information and deliver goods
targeted to their specific need.
3. Targeting “The moment of truth is consumer goods and services marketing are extremely important.
4. They should focus on customers’ orientation with a long term perspective, with high customer
commitment. The following tools can be used as a part of practicing CRM by the retailers.
1. Personalization: ​Make customers feel that they have achieved personal value, by matching product
value to individual customers’ personal value.
2. Communication:​ Make efforts to stay in touch by informing customers about new arrivals.
3. Rewards: Offer tangible rewards, discount offers, exciting prizes, customer loyalty bonus and
personalized discount coupons. Implement customer – member loyalty programs.
4. Special treatment:​ Categories and differentiate among loyal customers and non-loyal customers.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 1) b) How CRM is useful in various level of organization to implement various strategies.

Ans:
CRM can be broken down into a number of different components which many software vendors have
developed packages for. For the most part, there are three areas which are core to successful customer
relationship management :
Customer Service
The customer service function in your company represents the front office functions that interact with
your customers. These are the business processes that allow your company to sell products and services
to your customers, communicate with your customers with regards marketing and dealing with the after
sales service requirements of your customers. Each interaction with the customer is recorded and stored
within the CRM software where it can be retrieved by other employees if needed.
Sales Force Automation
Your company’s sales department is constantly looking for sales opportunities with existing and new
customers. The sales force automation functionality of CRM software allows the sales teams to record
each contact with customers, the details of the contact and if follow up is required.
This can provide a sales force with greater efficiencies as there is little chance for duplication of effort.
The ability for employees outside of the sales team to have access to this data ensures that they have
the most recent contact information with customers. This is important when customers contact
employees outside of the sales team so that customers are given the best level of customer service.
Campaign Management
The sales team approach prospective customers in the hope of winning new business. The approach
taken by the sales team is often focused in a campaign, where a group of specific customers are
targeted based on a set of criteria. These customers will receive targeted marketing materials and often
special pricing or terms are offered as an inducement.
CRM software is used to record the campaign details, customer responses and analysis performed as
part of the campaign.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 2) a) What is SFA? Why is it necessary in CRM?

Ans:

Sales Force Automation (SFA)

● A technique of using software to automate the business tasks of sales, including order
processing, contact management, information sharing, inventory monitoring and control, order
tracking, customer management, sales forecast analysis and employee performance evaluation

● Sales Force Automation Systems (SFA), typically a part of a company’s customer relationship
management system, is a system that automatically records all the stages in a sales process.SFA
is often used interchangeably with CRM; however, CRM does not necessarily imply automation
of sales tasks.

● SFA includes a contact management system which tracks all contact that has been made with a
given customer, the purpose of the contact, and any follow up that might be required.

● This ensures that sales efforts won’t be duplicated eliminating the risk of irritating
customers.SFA also includes a sales lead tracking system, which lists potential customers
through paid phone lists, or customers of related products.

● Other elements of a SFA system can include, sales forecasting, order management and product
knowledge.More developed SFA systems have features where customers can actually model the
product to meet their required needs through online product building systems.

Strategic Advantages of SFA

1. Sales staff will use their time more efficiently and more effectively and hence productivity will
increase. This increased productivity can create a competitive advantage in three ways: it can
reduce costs, it can increase sales revenue, and it can increase market share.
2. Field sales staff will send their information more frequently. Typically information will be sent to
management after every sales call (rather than once a week). This provides management with
current information, information that they will be able to use while it is still valuable.
Management response time will be greatly reduced. The company will become more alert and
more agile.

These systems could increase customer satisfaction.

Disadvantages of SFA

1. Difficult to work with

2. Require additional work inputting data
3. Automate a process that should be personal
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

4. Require continuous maintenance, information updating, and system upgrading

5. Costly
6. Difficult to integrate with other management information systems
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 2) b) With the help of suitable example example how web enabling call center helps in business to
serve customer.
Ans:
Through the web enabled service, people can remain in contact with their customers and continue with
their business, unperturbed, on account of the distances between them.
People prefer the Intranet, since only people of a specific group can have access to one such facility. The
customer can avail of video conferences and outsource their problems or convey 84 messages.
In the intranet, the people of the group in business can view the information or queries of other people,
within the group. The web enabled call center services help people in different parts of the world to
access and enhance their business as well as valuable customers. This also helps in targeting brand
messages, potential acquisition of new call centers and it gives high returns for a relatively low
investment.
It provides enhanced employee performance, maximized customer satisfaction and reduces cost.
It also helps to maintain customer satisfaction, maintain standards and increase profitability. The call
center service is a thriving business today and it is evolving. It has become a necessity in both, developed
and developing countries. A web enabled call center is one that is based on a web page, on the World
Wide Web. The page provides a button, which can be clicked on to access the calls.
The integration of Internet and telephone with the operation of call centers made the process of call
center flexible and user friendly. Normally the call centers are backed up with the customer details and
the other information related with the customers like after sales services.
(a) Whenever the queries are forwarded by the users then the call forwarding technology will transfer
the query to a proper CCR and the information will be stored in the database.
(b) If the CCR is busy with another call then the IVR technology will inform the user about the position of
the CCR and tell them to wait or will take up the message and store it in the back office.
(c) As soon as the CCR becomes free then he will go through the user details and requests and will take
either of the following steps:
(i) If the user history reflects the similar problem then the reply will be given immediately.
(ii) If it is identified as a new critical problem then the call will be forwarded to the corresponding CCR.
(iii) If it is a general enquiry about the user details then the reply will be given to the user from the back
office.
(d) The users’ queries and replies will be again stored with his database for the further reference.
(e) This entire process requires various technologies like IVR, CTI, and ACD, which need the support of
web enablement with the entire process of call centers.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 3) a) Explain the role of ASP? What are the advantages and disadvantages of implementing ASP?
Ans.

Introduction
An Application service provider (ASP) is a business that provides computer-based services to customers
over a network. Software offered using an ASP model is also sometimes called On-demand software.The
most limited sense of this business is that of providing access to a particular application program (such
as medical billing) using a standard protocol such as HTTP.

The need for ASPs has evolved from the increasing costs of specialized software that have far exceeded
the price range of small to medium sized businesses.Through ASPs, the complexities and costs of such
software can be cut down.In addition, the issues of upgrading have been eliminated from the end-firm
by placing the onus on the ASP to maintain up-to-date services, 24x7 technical support, physical and
electronic security and in-built support for business continuity and flexible working.

ASP Business

There are several forms of ASP business. These are:

● A specialist or functional ASP delivers a single application, such as credit card payment
processing or timesheet services;
● A vertical market ASP delivers a solution package for a specific customer type, such as a dental
practice;
● An enterprise ASP delivers broad spectrum solutions;
● A local ASP delivers small business services within a limited area.
● Some analysts identify a volume ASP as a fifth type. This is basically a specialist ASP that offers a
low cost packaged solution via their own Website. PayPal was an instance of this type, and their
volume was one way to lower the unit cost of each transaction.
● In addition to these types, some large multi-line companies (such as IBM), use ASP concepts as a
particular business model that supports some specific customers.

The ASP Model

The application software resides on the vendor's system and is accessed by users through a web
browser using HTML or by special purpose client software provided by the vendor.Custom client
software can also interface to these systems through XML APIs.These APIs can also be used where
integration with in-house systems is required.

Advantages of ASP Model

1. Software integration issues are eliminated from the client site

2. Software costs for the application are spread over a number of clients
3. Vendors can build more application experience than the in-house staff
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

4. Key software systems are kept up to date, available, and managed for performance by experts
5. Improve the reliability, availability, scalability and security of internal IT systems
6. A provider's service level agreement guarantees a certain level of service
7. Access product and technology experts dedicated to available products\
8. Reduce internal IT costs to a predictable monthly fee.
9. Redeploy IT staff and tools to focus on strategic technology projects that impact the enterprise's
bottom line

Disadvantages of ASP Model

1. The client must generally accept the application as provided since ASPs can only afford a
customized solution for the largest clients
2. The client may rely on the provider to provide a critical business function, thus limiting their
control of that function and instead relying on the provider
3. Changes in the ASP market may result in changes in the type or level of service available to
clients
4. Integration with the client's non-ASP systems may be problematic
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 3) b) Differentiate between CRM and e-CRM

Criterion CRM E-CRM

Customer Contacts Traditional means-retail Through Internet, e-mail,

store,Telephone or Fax wireless, mobile and PDA
technologies

System Interface Works with backend application Designed for front-end as well
through ERP system as backend applications through
ERP, Data Mart and Data
Warehouse

System It Requires PC clients to Here, browser is the customers

download various applets and portal to e-crm
applications

Customization & Different people require Personalized views based on

Personalization different information but purchase are possible
personalized views for different
audience are not possible here

System Focus System is designed around System is designed around the

product and job functions. Here, customers need. Enterprise
applications are designed Wide portals are designed and
around one department or not limited to a single
business unit department

Systems Maintenance & Implementation is longer and System implementation require

Modifications costly less time and cost.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 4) a) What is campaign Management? Give the flow diagram of a Campaign which is created by
marketing automation tool.

Ans.

Campaign management encompasses the multitude of campaigns that are plant an executed through
different channels so that a continuous marketing communication flow is created . Sometimes these
campaigns are devised in the morning and executed that every afternoon.
By continuously measuring the effect of every contact “customer touch point” and making adjustments,
the dialogue may be continually refined. This puts the organization in a better position to market its
goods and services and develop relationship with the right customers. The goal of campaign
management is to interact with prospects and customers at the right movement, with the rights
offerings and the right message communicated through the right channels.

Example of a Nurturing Campaign Flowchart

Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 4) b) Explain in detail opt in, opt out, cross selling and up selling.
Ans.
Opt in and Opt out
An opt-in system is one in which a person needs to actively indicate interest or a desire to be a part of
something. In contrast, an opt-out arrangement makes users part of a system, and provides them with
the opportunity to remove themselves from it. With regard to technology, the way in which the initial
communication in opt-in and opt-out methods is handled is different, with more options available up
front for the former.
The major difference between opt-in and opt-out is the way in which customers or users are treated by
a system and the type of input required of them.

An opt-in system is typically designed to be approachable and provide as much information as possible.
Using an opt-in method requires development of an interface that clearly presents the option. Contact
information needs to be provided by someone interested in information through this system, and it can
simply be added to a list of opt-in registrations.

From a technological standpoint, an opt-out system can be fairly easy to create. Data is used from
another source to populate a list of individuals who are a part of this service. It is up to users to then
indicate that they no longer wish to be part of a mailing list or other program. Some method needs to be
provided for them to opt-out of the arrangement. This can be somewhat complicated, but usually
involves a link or other simple indicator that sends a notice to remove someone's information from a
list.

Cross-selling
Cross-selling identifies products that satisfy additional, complementary needs that are unfulfilled by the
original item. For example, a comb could be cross-sold to a customer purchasing a blow dryer.
Oftentimes, cross-selling points users to products they would have purchased anyways; by showing
them at the right time, a store ensures they make the sale.
Cross-selling is prevalent in every type of commerce, including banks and insurance agencies. Credit
cards are cross-sold to people registering a savings account, while life insurance is commonly suggested
to customers buying car coverage.
In ​ecommerce​, cross-selling is often utilized on product pages, ​during the checkout process​, and in
lifecycle campaigns. It is a highly-effective tactic for generating repeat purchases, demonstrating the
breadth of a catalog to customers. Cross-selling can alert users to products they didn't previously know
you offered, further earning their confidence as the best retailer to satisfy a particular need.

Up-selling
Upselling is the practice of encouraging customers to purchase a comparable higher-end product than
the one in question. Upselling often employs comparison charts to market higher-end products to
customers. Showing visitors that other versions or models may better fulfill their needs can increase
average order value and help users walk away more satisfied with their purchase. For eg. You may go to
purchase a 44 inch television but end up buying a 52 in television just because the sales person was able
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

to convince you to do so. Companies that excel at upselling are effective at helping customers visualize
the value they will get by ordering a higher-priced item.

Cross-selling and upselling are similar in that they both focus on providing additional value to customers,
instead of limiting them to already-encountered products. In both cases, the business objective is to
increase order value inform customers about additional product options they may not already know
about. The key to success in both is to truly understand what your customers value and then responding
with products and corresponding features that truly meet those needs. Upselling and cross-selling are
mutually beneficial when done properly, providing maximum value to customers and increasing revenue
without the recurring cost of many marketing channels.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 5) a) Define G-Spot. How does it help in implementing a better CRM process?

Ans.
"G-SPOT." stands for Goals, Strategies, Plans, Objectives, and Tactics. Here's how it breaks down for
CRM:
● Goals. Every business has clearly defined goals. At the most basic level, these include things like
profitability, worldwide recognition, and high stockholder value.
● Strategies. To achieve your goals, you establish strategies, such as designing innovative
products, focusing on international markets, and establishing long-term relationships with
customers.
● Plans. Executing strategies requires plans. For example, to design innovative products you might
implement a plan of hiring top product engineers; to focus internationally you might develop a
public relations plan that targets worldwide press; and to establish customer relationships you
might determine to measure customer satisfaction and behavior and to invest in technology to
support customer interactions.
● Objectives​. These are the measurable goals of each plan, such as maintaining a 60 percent
customer retention rate or lowering product return rates to less than 20 percent.
● Tactics. Tactics are how you achieve the objectives that are part of the plans to implement the
strategies to achieve the goals (whew!). For example, you might establish a 24 x 7 call center or
create a data warehouse that consolidates all customer information.

Importance in implementing the CRM

CRM topics and technologies fit in almost every area.
Customer relationships are, in themselves, a strategic concern.
The plans lay out how to establish the relationships.
The objectives indicate how to recognize (via measurements) successful customer relationships.
And CRM technologies are implemented at a tactical level in support of the strategy.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 5 b) What is power user beta test? Explain its impact on CRM.

Ans :

Power user beta test

1) This is the testing phase that comes after the development stage. This Beta Testing involves the active
user's participation.

2) In this phase the user specified customization process will be completed and the system will be
prepared ready for the data migration.

3) This testing phase ensures acceptance of the system by the power users. The term power user
indicates that the success or the failure of any system depends on the users.

Because of this reason the users are termed as power users. The complete verification of the developed
system is also done based on the requirements specified by the users initially.

4) The first steps involves creation of the testing environment at the site. The testing environment will
be seperate from the actual working environment setup.

5) The risk involved with developing this testing environment is that it may crash the entire systems.

6) In order to avoid such a risk it is better that the customer purchase a server machine that can be
isolated easily and can work with the legacy system side by side.

7) A few problems may also arise by implementing such a server machine especially in case of extensive
customization wherein extensive checks are performed during development.

8) To overcome these problems, we need to develop a close relationship between the development
team and the implementation team.

9) The success or failure of this phase depends upon the back up resource available.

This would mainly determine the factor like :

1) What types of backup resources are needed?

2) What procedural automation id followed?

Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

c) What type of training is given to the power users?

Q. 6) a) Explain the customer life cycle in details and its relevance.

Ans
Customer life cycle management is required to customize an online experience over time. This is very
important for your business growth. Understanding the client’s momentum is necessary for any
company that aims to succeed.

Implementing customer relationship management (CRM) software requires understanding of customers

and their purchasing behaviours, as it will create a base to steer the planning in the right direction.
These behaviours vary within the customer life cycle and it is important to identify the stages. Also, it is
imperative to understand the needs of customers at each stage.

Five main stages of customer life cycle.

● Reach
This is the initial stage of customer life cycle. Primarily, this stage requires performing marketing
activities to promote your brand or services. This will invite the customers or audience to know and
learn more about your product. It helps in generating more leads. Marketing activities can be performed
through various sources such as social media, banner advertising or content writing. It is important to
identify the effectiveness of each event at this stage. It also helps in adjusting the marketing activities if
required.
● Acquisition
At this stage, you start receiving prospect’s information such as email address, contact number and
other details. This initiates relationship building with prospect customers and take it forward. Engaging
prospective customers with email marketing, sales calls or sending personalised messages work well at
this stage of the customer’s life cycle.
● ​Conversion
This is the stage where your prospective customers will turn into an actual paying customer i.e. you can
start expecting revenue from them. At this point, it becomes obvious that you are able to convince the
customer that they need goods or services and are ready to give you a deal. An important thing to focus
at this stage is to make sure your customer has a pleasant and satisfied buying experience. This also is
the time to analyse the effectiveness of your marketing techniques up to this point. It also helps in
determining what strategies are working best to bring revenue.
● Retention
Converting prospects into customers does not end the customer life cycle. From this stage, building
customer relationships with regular engagement helps to keep your brand fresh in their mind. This will
also help you to get repeat business or references or cross sell.
● Advocacy
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Having advocates for your company will help you in the long run. They not only give repeat business to
you, but also are also willing to promote your goods or services to more prospective customers. This will
be done by developing strong relationships through entire customer life cycle. They will refer your
products or services to their friends and family members.
Importance of Customer Life Cycle
The beauty of the customer lifecycle lies in the fact that it's nonlinear, meaning it follows a cyclical
pattern at the end. Customer retention is the end goal in developing strong brand loyalty, but your
business needs to continually offer relevant and timely messaging to prior customers, otherwise your
top-of-mind awareness will quickly fade.
The customer lifecycle can help your business maximize the revenue potential for each client who makes
a purchase on your website. Once a customer has become a brand advocate, the potential for upselling
increases as a result. New product features, releases or exclusive offers are also a great way to progress
consumers through the lifecycle. As long as your messaging is consistent, relevant and is in tune with
their needs, you can turn one-time buyers into loyal customers quickly.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 6) b) Explain the various factors to be considered while implementing CRM solutions in call center
service.
Ans.
Implementing CRM takes careful planning, a solid understanding of your business goals, and a good
helping of patience. So, before making any major moves, ask yourself if you can check off these five
things:

1. Understand Where Your Processes Are And Where They’re Going

What is your lead qualification process? When does a lead become an opportunity? What’s your process
for services and warranties? How does the CRM you’re considering fit with these? Implementing CRM
could catalyze some changes – you’ll streamline and automate a lot more – but for the most part, its
main goal should be to help you improve on what’s already working. That’s why it’s so important to
understand how your processes will tie in with your new system before you implement. If you have an
implementation partner, they’ll initiate the conversation with your team. They can help you brainstorm
and answer the team’s questions about the role of your CRM in the day-to-day of each department. Not
only is this informative, but it may also ease concerns from those wondering how the implementation
will affect their work.

2. Rank Requirements & Feature Trade-offs

As you search for a CRM, it’s easy to get caught up in the carnival of possible features. Avoid getting
distracted by the shiny objects. Instead, organize your thoughts around how each function will impact
your ROI potential. Step away from the feature sets and write down what YOUR company needs,
specifically. What functionality is most realistic to achieve your goals? How do you profile and market to
your customers? How will that change in the future? Will the features support those changes? Which
features are must-haves and which are nice-to-haves? Use this framework to narrow down the
essentials and rank your requirements. The term “rank” is crucial here. Assign a numeric value to every
feature. If you simply list out prioritized requirements, you’ll end up with too many high-priority features
and not enough clarity on what’s most important. Your implementation partner can help you define and
rank your requirements to weed through the information overload

3. Keep Integration Top-of-Mind

Too often during implementations do companies let integration requirements slip through the cracks.
Integration is one of the most important aspects of CRM implementation. Think about how integration
will affect your CRM. How will your CRM work with your phone system? What will happen to an
opportunity after it closes in the system? Where will the quote be created? Is there a process to approve
discounts? What information do salespeople need to see from other systems to make them more
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

productive? If you’re not sure, ask your implementation partner for help identifying your integration
factors. Many CRM implementers are familiar with integration and can guide you to choose the right
mixture of programs for your needs. Save yourself from unexpected financial pitfalls and time
commitments by keeping integration top-of-mind throughout your CRM implementation journey.

4. Define the Why and Where for your Team

Consider why individuals will be using the system and what levels of authorization they’ll need. Are
there certain people who have limited access and others who can see everything? Giving your team too
many data points to juggle or asking them to enter too much information can deter them from wanting
to use the program. Talk to your implementation partner about setting data rules inside your CRM and
make sure you’ve established a set policy prior to implementation. In addition, think about where these
individuals will be accessing the CRM. Does the CRM support mobile apps? What information will your
teams need out in the field? Do they need offline mobile access too? Simplify their interaction with the
CRM as best you can to promote user adoption and facilitate better use cases for each department.

5. Scrub-a-Dub-Dub that Data

When I clean out my closet at the change of each season, it’s a cathartic experience. Everything is nicely
organized and all the unnecessary clutter is removed. Think of this as a metaphor for your CRM. Just as
you wouldn’t shove your dirty laundry into the closet with your fresh new clothes, you don’t want to
throw all your dirty data into your fresh new CRM. As annoying as it may seem, cleaning your data
before importing it to your new system is an absolute implementation MUST. Think you can just go in
later and clean it up? Maybe, but how much time will you waste trying to pick out the dirty pair of socks
once they’re mixed in with all the clean pairs? If you’re unsure about the cleanliness of certain contacts,
bounce them against a public database like Hoovers or Inside View to compare.
Get the whole team on board with a data cleanup plan. Make each person responsible for their own
data accuracy. Have data with no owner? Send a list to everyone affected and ask them to look it over
by a certain date. If anything needs to be saved, they must let you know, otherwise it will go into the
trash. Implementing a CRM with clean data will help you put your best foot forward and start using the
software at its highest potential right off the bat. Don’t skip this critical step.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

Q. 7) Write a Short note on any four: -

a) IVR system
Ans.
Interactive Voice Response (IVR) is a telephony menu system that enables identification, segmentation
and routing of callers to the most appropriate agent within your team. It is a simple and effective and
will significantly reduce costs and increase efficiency within any company. Interactive voice response
technology allows a computer to interact with humans through the use of voice and ​DTMF​ tones input
via a keypad. In telecommunications, IVR allows customers to interact with a company’s host system via
a telephone keypad or by speech recognition, after which services can be inquired about through the
IVR dialogue. IVR systems can respond with pre-recorded or dynamically generated audio to further
direct users on how to proceed. IVR systems deployed in the network are sized to handle large call
volumes and also used for outbound calling, as IVR systems are more intelligent than many predictive
dialer systems.
IVR systems can be used for mobile purchases, banking payments and services, retail orders, utilities,
travel information and weather conditions. A common misconception refers to an ​automated attendant
as an IVR. The terms are distinct and mean different things to traditional telecommunications
professionals—the purpose of an IVR is to take input, process it, and return a result, whereas that of an
automated attendant is to route calls. The term voice response unit (VRU) is sometimes used as well
DTMF decoding and ​speech recognition​ are used to interpret the caller's response to voice prompts.
DTMF tones are entered via the ​telephone keypad​.
Other technologies include using ​text-to-speech​ (TTS) to speak complex and dynamic information, such
as e-mails, news reports or weather information. IVR technology is also being introduced into
automobile systems for hands-free operation. TTS is computer generated synthesized speech that is no
longer the robotic voice traditionally associated with computers. Real voices create the speech in
fragments that are spliced together (concatenated) and smoothed before being played to the caller.

An IVR can be deployed in several ways:

1. Equipment installed on the customer premises
2. Equipment installed in the PSTN (public switched telephone network)
3. Application service provider​ (ASP) / hosted IVR

Interactive voice response can be used to front-end a call center operation by identifying the needs of
the caller. Information can be obtained from the caller such as an account number. Answers to simple
questions such as account balances or pre-recorded information can be provided without operator
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

intervention. Account numbers from the IVR are often compared to caller ID data for security reasons
and additional IVR responses are required if the caller ID does not match the account record.

IVR speech recognition interactions (call flows) are designed using 3 approaches to prompt for and
recognize user input: directed, open-ended, and mixed dialogue.
A directed dialogue prompt communicates a set of valid responses to the user (e.g. "How can I help you?
... Say something like, ​account balance, order status,​ or ​more options​"). An open-ended prompt does not
communicate a set of valid responses (e.g. "How can I help you?"). In both cases, the goal is to glean a
valid spoken response from the user.
A mixed dialogue approach involves shifting from open-ended to directed dialogue or vice-versa within
the same interaction, as one type of prompt may be more effective in a given situation. Mixed dialog
prompts must also be able to recognize responses that are not relevant to the immediate prompt, for
instance in the case of a user deciding to shift to a function different from the current one
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

b) Automatic Call Distribution

Ans.
An automated call distribution system, commonly known as, automatic call distributor (ACD), is a
telephony device that answers and distributes incoming calls to a specific group of terminals or agents
within an organization. ACDs often use a voice menu to direct callers based on the customer's selection,
telephone number, selected incoming line to the system or time of day the call was processed.
Computer telephony integration (CTI) and computer-supported telecommunications applications (CSTA)
are intermediate software that can produce advanced ACD systems. Experts claim that "the invention of
ACD technology made the concept of a call centre possible."

ACDs route incoming calls to the most qualified employee or employees within a company that can
address a caller's needs. The technology can also use rule-based instructions such as caller ID, automatic
number identification, interactive voice response or dialed number identification services to determine
how calls are handled. ACD systems are often found in offices that handle large volumes of incoming
phone calls from callers who have no need to talk to a specific person, but require assistance from any
of multiple persons (e.g., customer service representatives) at the earliest opportunity.
There are several contact routing strategies that can be set up within an algorithm based on a
company's needs. Skills-based routing is determined by an operator's knowledge to handle a caller's
inquiry. Virtual contact centers can also be used to aggregate the skill sets of agents to help multiple
vendors, where all real-time and statistical information can be shared amongst the contact center sites.
An additional function for these external routing applications is to enable Computer telephony
integration (CTI), which improves efficiency for call center agents by matching incoming phone calls with
relevant data via screen pop.
An ​automatic call distributor​ (ACD) is often the first point of contact when calling many larger
businesses. An ACD uses digital storage devices to play greetings or announcements, but typically routes
a caller without prompting for input. An IVR can play announcements and request an input from the
caller. This information can be used to profile the caller and route the call to an agent with a particular
skill set.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

c) EMA components
Ans.
Enterprise marketing automation is part of customer relationship management module. Enterprise
marketing automation can also be an independent software installed by the company. The main
function of the enterprise marketing automation module is to run different marketing programs in the
organization.

The four main components of Enterprise Marketing Automation (EMA) are:

1. Market Segmentation
2. Campaign Management
3. Customer Service and Support
4. Contact and Call Centre Operations.

1.Market Segmentation
Market segmentation is the process of identifying smaller markets that exist within a larger market.
These groups are called market segments. Market segmentation helps marketer develop marketing
mixes for individual segments. Market segmentation helps marketers develop marketing mixes that are
more specially tailored to the characteristics and wants of people of the segments that are identified
and selected as target markets.

Segmentation isolates consumers with similar life styles, needs and the likes and increases our
knowledge of their specific requirements. The more marketers establish this common ground with
consumers, the more effective they will be in assessing these requirements in their communication
programmes and informing and/or persuading potential consumers that the product or service offering
will meet their needs

2. Campaign Management

Campaign management encompasses the multitude of campaigns that are plant an executed through
different channels so that a continuous marketing communication flow is created . Sometimes these
campaigns are devised in the morning and executed that every afternoon.

By continuously measuring the effect of every contact “customer touch point” and making adjustments,
the dialogue may be continually refined. This puts the organization in a better position to market its
goods and services and develop relationship with the right customers. The goal of campaign
management is to interact with prospects and customers at the right movement, with the rights
offerings and the right message communicated through the right channels.

3. Customer Service and Support:

Customer service is the service or care that a consumer receives before, during and after a purchase. It’s
one of the factors that come in to play when a consumer is determining buying value, the other is the
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

quality of the product or service that is being offered. Consumers often must encounter an experience
to not only be a satisfied customer, but a loyal customer.

Customer service is a part of that experience. Top notch service will create loyalty and a returning
customer, which is what we all must strive for. Excellent customer service is vital to businesses today.
It’s a component that is often missing, unfortunately. How do you provide great customer service?
Always make your customer a priority.

Greet them in a friendly manner, whether that be via telephone, email or in person. Let them know you
are there to help and that you will take care of them, not only before the sale but after as well. After all,
in a thriving business customers are not optional it’s a requirement for businesses to survive.

4 Contact and Call Centre Operations:

A contact centre, also known as customer interaction centre is a central point of any organization from
which all customer contacts are managed. Through contact centres, valuable information about
company are routed to appropriate people, contacts to be tracked and data to be gathered. It is
generally a part of company’s customer relationship management (CRM). Today, customers contact
companies by calling, emailing, chatting online, visiting websites, faxing, and even instant messaging.

Call centre worker at a very small workstation/booth, using Call Web Internet-based survey software,
“most companies use statistics from their call center products to track their CSR(customer service
representative) performance, evaluating their performance and compensating them according to the
volume of calls they support.
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

d) Computer Technology Integration (Computer Telephony Integration)

Ans.
Computer telephony integration (CTI) is technology that allows interactions on a telephone and a
computer to be integrated or co-ordinated.As contact channels have expanded from voice to include
web, and fax, the definition of CTI has expanded to include the integration of all customer contact
channels (voice, , web, fax, etc.) with computer systems.

CTI enables control of the phone through the PC. This allows computer software such as email programs
to connect you to the telephone system with just the click of a mouse. With incoming calls, a
corresponding CTI function can display information about the caller from a CRM system, such as their
contact details or call history. These additional functions make communication in business more efficient
and allow for the better exchange of information.

To operate Computer Telephony Integration, the computer needs the appropriate software to control
the system phone or communicate with the telephone system. To facilitate the connection of CRM or
back-end systems with as little effort as possible, the CTI programs usually have software modules that
can communicate with popular CRM and back-end systems via standardised interfaces.

For communication between the telephone system and the computer software, there are standardised
protocols such as CSTA (Computer Supported Telecommunications Applications). This protocol defines
the type and format of the data to be transmitted without specifying the actual transport layer, thereby
allowing CTI solutions to be implemented by many more manufacturers.

Advantages:
1) Easy Call Handling
2) Detailed information of customer is available.
3) Integration of Call Logs and Caller Data into a Unified Dashboard
4) Increased Collaboration Within Departments
5) Reduced Costs
6) Increased Productivity
7) Enhanced Caller Experience
Name: Pankaj L. Chowkekar Application ID: 6808
Class: S.Y.MCA (SEM –IV) Academic Year: 2017-2018

e) Components of e-CRM
Ans.
1. The eCRM or electronic customer relationship management encompasses all the CRM functions
with the use of the net environment i.e., intranet, extranet and internet.
2. Electronic CRM concerns all forms of managing relationships with customers making use of
information technology (IT).
3. eCRM is enterprises using IT to integrate internal organization resources and external
"marketing" strategies to understand and fulfill their customers needs.
4. Comparing with traditional CRM, the integrated information for eCRM intra-organizational
collaboration can be more efficient to communicate with customers.
5. It is a well-structured and coordinated process of CRM that automates the processes in
marketing, sales and customer service.
6. An effective E-CRM increases the efficiency of the processes as well as improves the interactions
with customers and enables businesses to customize products and services that meet the
customers’ individual needs.

Strategy components
When enterprises integrate their customer information, there are three eCRM strategy components:
1. Operational:​ Because of sharing information, the processes in business should make customer’s
need as first and seamlessly implement. This avoids multiple times to bother customers and
redundant process. Operational CRM involves the automation of business processes involving
front office customer touch points.
2. Analytical: ​Analysis helps company maintain a long-term relationship with customers. It
analyses the data created on the operational side of CRM effort for the purpose of business
performance management and improvement. Prediction of customer behavior, identifying
relevant customer segments, potential customers etc are some of the activities.
3. Collaborative:​ Collaborative CRM facilitates interaction between customers and companies and
between members of a company so as to improve communication and coordination to increase
customer retention.Due to improved communication technology, different departments in
company implement (intraorganizational) or work with business partners (interorganizational)
more efficiently by sharing information​. ​ Voice conferencing, email, web based and other
interactive technologies are some of the examples