 자기 স�aku প�なんです, জুযাভ঺������া পরনুসবা������ীীীা������ীবাীবাবারবারবাবী���ব সবুযাবাবিব� deputy গাবররুরীাববববববব আযরবববববববববববববববববব অপরররররর� it might include the internal departments as well as the others stakeholders so in this second part of the video we shall take up two learning objectives one is what are the various forms of relationship management that part we shall try to address then we shall also understand the tips of managing customer loyalty and development so let us take the first objective that what are the various forms of relationship management so there are basically three forms of relationship management their learners you have to be clear that what are the various forms of relationship management it's basically concentrate on three areas we shall discuss these three areas one by one these three areas are one is operational CRM the second one is analytical CRM the third one is collaborative CRM operational CRM is basically how the CRM is made functional analytical CRM is how the databases how the analytics are derived from the CRM exercises and the third one is how the collaborations are made so that CRM practices can be made much more effective so these are basically the three areas in which we can talk about the various forms of relationship management let us first take the first one the operational CRM what this operational CRM is all about so as i have told you operational CRM is basically keeping the CRM functional in the organization so how can we keep the CRM functional in an organization we can have three areas one is salesforce automation the second one is marketing automation third one is service automation some of salesforce automation one pharmaceutical company is having various zones suppose eastern india zone western india zone northern zone southern zone suppose within eastern india suppose say bhar and the west bangal say north eastern region suppose north eastern region the different states are there we need state there are different districts the different territory manager are there suppose that particular pharmaceutical company has to target the a category doctors and the territory managers or the medical after visiting a category doctor has to submit the report online on daily basis so next day morning the marketing manager of this particular pharmaceutical company will come to know that how many a category doctors were visited on the previous day that is salesforce automation you see based on salesforce automation we can map we can go for identification of different customers we can go for identification of different opportunities suppose a new hospital is coming up at at a location say x so accordingly we can add x in our territory coverage map and accordingly we can schedule our visits we can think about quota allocation to our salespeople we can think about our monitoring of the sales performance of the particular territory managers of a particular zone of a particular district of a particular state we can think about like the orders received from the various distributors talkies so this is all about sales force automation so entire selling and distribution function can be automated likewise the idea could be another automation that is a marketing automation suppose the advertisements one particular marketer is going to release an advertisement of one particular brand in suppose hundred plus channels in hundred plus programs so hundred plus channels plus hundred plus programs suppose that advertisement will be repeated in several programs suppose five times a day in some cases it could be ten times a day you see the entire media scheduling or the entire motion or the entire phasing of the advertisements can be done with the help of the software so that is basically marketing automation we can go for planning creation and execution of multi-touch multi-senial we can think about kiosk how many kiosks are operating what is the response rate in the kiosk like that we can think about automation of the entire marketing exercise likewise we can also think about another aspect of operational CRM that is service automation suppose when we are processing a motorcycle or a car we are supposed to go for the mandatory services first service second service automatically we get the alert in our mobile phones the sms or say whatsapp message or maybe a phone call by the service outlets so these are all service automation and suppose after the service is available say two days after we receive a call that you had your services done two days before how is the how is your vehicle performing right what is the status are you satisfied these are all service automation the software will take care of so these are operational CRM some other things you read the SLM it would be very very easy to for you to understand then second one is analytical CRM analytical CRM as i told you it's mostly about the analysis of the data in analytical CRM the primary aim of entire customers relationship management is to critically analyze the customer data who are the customers how often do they visit why do they visit are they satisfied when was their last purchase right what is their visiting pattern and we get all this data from the database and ultimately based on this database we can think about suppose in a retailer that one particular item has been displayed that what is the footfall in that particular location location what is the sale of that particular item what is the trial sale what is the repeat sales we can go for analysis of all these informations so analytical CRM basically making use of techniques such as data mining data then after that mining data we'll have to correlate the data that what is the relationship between display and sales what is the relationship between satisfaction and increase sales we can go for lot many analysis so at the same time it helps us in identifying the gaps in our marketing activities so that we can take up good kind of business strategy effective business strategy so that we can go for corrective measures so that is basically done with the help of gap analysis and that will be facilitated by the database so basically analytical CRM it's all about data analysis we are sitting in a storehouse of data how are you going to make use of data how are you going to report the gaps in the data and how are you going to adopt the corrective measures of that data that is basically analytical CRM the third aspect is collaborative CRM as I told you customer relationship management is not only about managing customers it's all about managing the supply system managing the various departments suppose in a card servicing it's not only the customer relationship it's about managing the service system also because ultimately if the card is serviced well then only the customers will be satisfied so in collaborative CRM the primary aim is to incorporate external stakeholders the supplier suppose we talk about the Maruti Alto the quality of Maruti Alto will depend upon the components assembled in Maruti Alto is not it tires glasses mattresses bearings engines so many things is not it so ultimately the assemblies of all these things will determine the quality of the vehicle so it's collaborative it's not just only by Maruti Maruti will have to have a networking relationship with its vendors with its suppliers which is distributors is not it so that is very important so collaborative CRM is taking an integrated approach with all the collaborators so primary objective of collaboration is to enhance the quality the quality of the service of Maruti Alto will depend upon the quality of service received from all these stakeholders because ultimately its quality the being offered will lead to enhance customer satisfaction and if the customers can be satisfied then we can expect them to retain them if we can retain them for repeat processes then we can expect that the customers will be loyal to us and that is the ultimate goal because if we can have a loyal customers we shall be able to save time we shall be able to save money in acquisition of new customers so today social media many of the marketers have got their social media presence they have got their whatsapp they have got their facebook account so many of them they have got their own repository website so they are highly present in the social media so collaborative CRM increases customer engagement they can have a review of their various parts various components various modalities and ultimately all these things help in getting the trust of the customer and if the trust can be improved the organization can help in adding its learning curve to do better in its service operations so then ultimately all these things will help us in improving the customer loyalty loyalty programs are offered both retailers also as i have mentioned in the supermarkets departmental stores the green cards are given also in the airline industry the frequent players are given the options of frequent player discount or they are given sometimes an option of right better different options in terms of their say pre-year flight or say during air during air journey or maybe the post flight services retail cooperatives they pioneer the loyalty programs they mostly go on the purchase discount in the western euro the retail cooperatives develop and one of the basic essence of development of the retail cooperatives in the 20th century was their loyalty programs so it's a process discount more and more you process from our store more and more you will be entitled for the discount so that helps in improving the loyalty provided you give the good service and modern loyalty programs are also often consumers based on points the points aren't and these points can be redeemed and these can point points can be redeemed for a broad selection of merchandise so that's how the loyalty is induced so for all these my dear learners for CRM practices database is very very important managing the internal data warehouse and data mining capacity establishing the core relationship identifying the patterns and that ultimately will help us in determining the loyalty programs in executing the loyalty programs in evaluating the effectiveness of the loyal programs so development of the customer database is very very important and ultimately we shall have to go for an emotional bondage with our customers so customers will be emotionally bonded provided we are able to give them personalized service and this is facilitated by the development and application of CRM practices ultimately as i have told you the marketer will not occur the product just by the marketer marketer will occur the product based on the networking relationship it will have with its suppliers which is vendors so that is also very very important and ultimately we all should strive for the satisfaction of the customers then only we can afford to have customer loyalty customer retention and then only we shall be able to minimize the cost of customer acquisition we shall come to the concluding part of the discussion of this unit in the third video thank you