Vadim Kotelnikov    

Customer Relationship Management (CRM)

Management of Customer Communication Over a Relationship Continuum


Business e-Coach     


Love your customers,
and they will love you back.



Three CRM Disciplines

Brand Management:
brand equity refers to the customers’ subjective appraisal of the brand.

Customer Loyalty Analysis
retention equity refers to the firm building relationships with customers and encouraging repeat-purchasing.

Customer Value Analysis
value equity refers to the customers’
perception of value.

Customer Value Creation: Yin-Yang Strategies Download PowerPoint presentation, pdf e-book




  Customer Success 360 Download PowerPoint presentation, pdf e-book


CRM Benefits: Customer's Perspective

increased responsiveness

reduced cost

improved quality

transparency of corporate bureaucracy and policies

Customer Care



CRM Benefits

CRM enables organizations to increase teamwork Download PowerPoint presentation, pdf e-book, reduce workloads, and significantly improve effectiveness and performance... More

IT Leader: New Roles of a CIO

Modern Customer-based Relationship Approach

In today's customer-driven economy, corporations must move from product-based campaign marketing to a customer-based relationship approach.

  ICT-powered Value Chain  Download PowerPoint presentation, pdf e-book

Customer relationship management is the management of customer communication over a relationship continuum. It includes relationship strategy and multi-channel relationship programs that produce both business value and customer experiences on a scale not seen in traditional marketing.... More

Value Innovation: Yin-Yang Strategies Download PowerPoint presentation, pdf e-book

What is CRM?

Customer Relationship Management (CRM) is an approach that can assist organizations to serve their customers better. CRM helps to identify valuable customers, assess their needs, and provide more personalized service. It also streamlines the handling of enquiries and requests, resulting in higher operational efficiency and more rapid responses to customers.

CRM software provides highly automated tools to generate and track sales lead, the performance of individual products or sales professionals and the results of sales campaigns on a wide range of parameters.

Why CRM?

Retaining customers is usually much more profitable than acquiring new ones. An effective CRM program results in higher customer satisfaction, greater revenue growth, increased ROI, and stronger competitive advantage Download PowerPoint presentation, pdf e-book.

The highest goal of CRM is making sure your organization is keeping customers happy, discovering and solving problems as they come up to produce robust revenue and profits... More

Benefits of e-Business

CRM Implementation
Not Just a Software Package Installation

Building better and deeper customer relationships requires love for customers, new enterprise-wide business process management approaches, new analytics, and new integration of systems (as well as new strategies and tactics) to enable employees to work smarter and harder to capture customer information.

Need for Executive Sponsorship

"CRM rollouts fail because they don't have executive sponsorship," concluded I.T. managers on panels at Oracle's OpenWorld user conference. Without a business strategy for CRM, companies can rarely gain any return on a CRM investment, said users.

Integration, Process Key to CRM

A strong business process, robust application integration capabilities and solid management buy-in are key factors in any successful CRM installation. In a small- or medium-sized business, one of the keys to succeeding with CRM is nailing down the process and ensuring process compliance.

Case Studies Sealing Devices Inc.

Sealing Devices Inc., a Lancaster, N.Y.-based manufacturer, failed in two efforts to implement CRM systems before succeeding on its third try, said CIO Patrick Harris. The two failures were primarily the result of a lack of integration with other applications. The failed CRM systems required much redundant input of data, which led to mistakes. The third CRM system allowed users to enter data once for all systems and delivered a remarkable ROI.