CRM & TQM

By
Nagesh S. Yenpreddiwar
Y.Shireesha
Victor Basu Roy
What is CRM?
An integrated approach to identifying, acquiring and
maintaining customers. siebel.com
CRM is a broadly recognized, widely-implemented
strategy for managing a company’s interactions with
customers, clients and sales prospects.
It involves using technology to organize, automate, and
synchronize business processes—principally sales
activities, but also those for marketing, customer service,
and technical support.
Goals of CRM..
The overall goals are to find, attract, and win new clients,
nurture and retain those the company already has, entice
former clients back into the fold, and reduce the costs of
marketing and client service.
What it does...
Builds a database that describes the customers and the

relationship they hold with the company. whatis.com

 Provides enough detail so that the company can offer
the client the product/service that matches their need the
best. whatis.com
May contain information about their past purchases, who
is involved with the account and a summary of all
conversations.
Benefits of CRM
Research has shown that companies that create satisfied,
loyal customers have more repeat business, lower
customer-acquisition costs and stronger brand value.
Siebel.com
It also equals better financial performance. Siebel.com
CRM may...
Help marketing departments identify and target their best
customers, manage campaigns as well as discover
qualified leads. whatis.com

Improve sales and streamline existing processes. whatis.com

Form individualized relationships with customers.

whatis.com
Give employees information needed to improve customer
service and also to better understand customer needs.
It also...
Is a fast way to identify and handle potential problems.
Wikipedia.org
Tracks all points of contact between a customer and the
company. Wikipedia.org
Provides all employees with product specs, product use
information and technical assistance. Wikipedia.org
CRM quickly manages the scheduling of follow-up sales
calls to assess the satisfaction of customers and their
repurchase probabilities (when and how much). Wikipedia.org
CRM leads to...
Identifying prospects and helps them become customers.
Brillianceweb.com
Closing sales more effectively and efficiently.
Brillianceweb.com
Allowing customers to perform business transactions
quickly and easily. Brillianceweb.com
Providing better service and support following a sale.
Brillianceweb.com
The Players
The Top 11 CRM Manufactures Are:
Company Product name
1. Microsoft Microsoft Dynamics CRM 3.0
2. Sage Software SalesLogix CRM
3. SAP America Inc. SAP Business One CRM
4. Parature Inc. Parature
5. Entellium Entellium CRM
6. Pivotal corp. Pivotal CRM
7. Maximizer Software Maximizer Enterprise CRM
8. Netsuite Inc. NetSuite CRM+
9. Oncontact Software Oncontact V
10. ADAPT Software Applications ADAPT crm
11. Exact Software North America e-Synergy
2020software.com
TQM-INTRODUCTION

Total Quality Management is a management approach that

originated in the 1950’s and has steadily became more
popular since the early1980’s
HISTORY
TQM originated in the United States. W. Edwards
Deming and Joseph M. Juran are the two people who
developed it.
TQM IS NOT A DESTINATION BUT A JOURNEY
TOWARDS IMPROVEMENT
Definition
TQM is a method by which management employees control
continuous improvement of the production of goods and
services. It is a combination of tools aimed at increasing
business and reducing losses due to wasteful practices.

TQM is a management philosophy that seeks to integrate

all organizational functions to focus on meeting customer
objectives.

. TQM is “DO THE RIGHT THINGS, RIGHT THE

FIRST TIME, EVERY TIME”.
PRINCIPLES OF TQM
 Management commitment
 Employee Empowerment
 Customer Focus
 Partnership with suppliers
 Performance measures
 Ethics
 Integrity
 Trust
 Training
 Teamwork
 Leadership
 Communication
 Recognition
CONCEPT OF CONTINUOUS
IMPROVEMENT BY TQM
There are three major mechanisms of prevention:
Preventing mistakes from occurring.
Inspection at source or by next operation.
Stopping production until the process is corrected.
KEY ELEMENTS
 FOUNDATION- It includes : ethics , integrity and
trust
 BUILDING BRICKS- It includes : training , team
work and leadership
 BUILDING MORTAR- It includes: communication
 ROOF – It includes : recognition
ADVANTAGES OF TQM
Eliminating errors and doing things right the first time
saves time and resources.

Creates an organizational atmosphere of excitement and

sense of accomplishment through the rewarding of
creativity.
RELATIONSHIP-TQM & MARKETING
APPROACH
 It is a two way process in which both the TQM systems & the
marketing section of a company, serve complementary to each other.

 TQM, when adapted by the companies, leads to a better product or

service quality line which makes it very easy for the marketing
section to find long lasting customer- base for the company.

 Marketers , on the other side, bring in feedbacks & inputs from

various customers which helps the company to develop more
efficient TQM methods to raise the quality standards of their
products for better market value giving them an edge over
competitors.
RELATIONSHIP-TQM & MARKETING
APPROACH
 TQM adds to the team building process of the marketing section as it
requires full efforts from everyone in the organization to maintain the
quality standards.

 Vizag Steel is the best example for the application of TQM,as its
customer complaint rates have gone down from 0.27 to 0.13 (of total
sales) & the net sales increase has gone up to 3 times which is due to
the application of TQM methods.
RELATIONSHIP-CRM & MARKETING
APPROACH
 CRM basically decreases the pressure of the marketing section of a company
by maintenance of the customer database on a person to person basis in an
orderly format.

 Hence, enhancing the approachability of agents to customers on a timely basis

and increase in the customer retention and loyalty as well.

 Based on the CRM models, agents understand the value of the customer for
the company and customize market offerings, services and programs
accordingly.

It also reduces the cost of marketing as the target customer database
can easily be accessed by the marketing agents of the company.
RELATIONSHIP-CRM & MARKETING
APPROACH
A proactive or an accountable marketing strategies can definitely bring in more
customer base for the company while keeping the present customer-base satisfied.

This can help in building up more strategic measures by the company to bring
advancement in its CRM methods.

CRM implementation has improved the quality and availability of information

available in markets today making the task of marketing and sales agents a very
easy one.

Harrah's Entertainment Inc., in Las Vegas, boosted its market share by six
percentage points and increased net income by 12.4 percent, even during the
difficult post-9/11 market in 2002 by applying the CRM model which helped the
casino to target the highly specific customer segments.
Conclusion