Excel at CRM

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Objectives

• understand basics of CRM operations
• appraise the impact made by the Internet on CRM
• consider how direct mail is still relevant in CRM efforts
• assess the 'value chain'in CRM

Operational CRM

• is a contact cycle
• initiated by new customers
• followed up by dialogue
• continued via different channels

Operational CRM

• relationship strategies and policies are leveraged to generate more business

Call Centre

• is where a large number of people handle incoming and outgoing telephone conversations of a varied nature

Call Centre Operations

• telephone sales
• information supply
• making an appointment
• credit control
• market research
• enquiry

Technicalities

• Call centres are usually supported by a switchboard
• Equipped with call centre functionalities
• Includes automatic call distribution (ACD) and call queueing functionalities

Depending on functionality of a call centre, IT may play a big or small role in the daily operations.

Advent of Technology

• call centre is undergoing a transformation
• augmented with email, VOIP, and evolving the role of a call centre
• also social media

Elements of Call Centre

• Manpower
• Telecommunication
• I.T.
• Process Management

Process management focuses on the management of the contact cycle.

Important points to note would be:
1. capacity planning
2. quality management

Managing Quality of Contacts

• would there be any other specialised agents who can handle contacts via a specific communication channel?
• would there be generalists who are versatile and may be employed everywhere?

Managing Emails

• be aware of violations of privacy
• steps must be taken to avoid spam or junk mail - negative connotation

Emails

• avoid general information
• use clean databases
• product concise, tailored reports
• approach customers intelligently

Emails

• notify recipient
• state sender's name
• allow opt-out or unsubscribe

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