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B2B & CRM

Presented To : Prof. Deepak Bhattacharya

Group Members
Shraddha Kanase Ulka Khedekar Soniya Badekar Prashant Jagtap Neha Kale Sheikha Kaul Sunny Jain 41 44 03 36 40 45 06 (PG)

Bank
1. Public Sector Unit : 2. Foreign Bank :

3. Private bank:

4. Co-op bank:

Content
1) CRM 2) BANKING TODAY 3) BUSSINESS TO BUSSINESS 4) BENEFITS OF CRM 5) CRM PROCESS 6) CRM TECHNOLOGY 7) FUTURE OF CRM 8) CHALLENGES IN IMPLEMENTING CRM 9) RESEARCH METHODOLOGY 10) FINDI NGS OF IDBI BANK 11) FINDINGS OF HDFC BANK 12) FINDINGS OF DEUTCHE BANK 13) FINDINGS OF CKP CO OPERATIVE BANK 14) CROSS SECTION ANALYSIS 15) RECOMMENDATIONS 16) CONCLUSION

CRM
CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. 1) Helping an enterprise to enable its marketing department. 2) Assisting the organization to improve telesales, account, and sales management. 3) Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits. 4) Providing employees with the information and processes necessary to know their customers.

Banking Today
Banking Today explains the role of banks in today's economy, describes bank competitors, and identifies banking developments and trends. It does not assume prior familiarity with banks or banking terminology. 1) In banking, ATMs and Internet banking have lowered the cost of service and accommodated consumers' schedules, yet limited the need for personal contact. 2) In short, employees must understand the difference between simply "pushing" products or services and a business strategy focused on developing long-term relationships with customers. 3) Building relationships in any industry doesn't happen overnight.

Business To Business
Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. 1) The volume of B2B (Business-to-Business) transactions is much higher than the volume of B2C transactions. 2) When communication is taking place amongst employees, this can be referred to as "B2B" communication.

Crm In Banking
Customer centric Technology 5% increase in customer retention- increase in 35% of profitability,50%in insurance and brokerage,125% in consumer credit card market. Pressure of competitive and dynamic market

Benefits Of CRM
1)CRM Banking Focuses on the Customer 2)Overall Profitability 3)Satisfied Customers 4)Centralized Information 5)Customer Segregation 6)Aggressive Customer Acquisition 7)Improved Cross-sell Framework 8)Increased Operational Efficiencies and Collaboration 9)Campaign Management 10)Customer Information Consolidation 11)360-degree view of company 12)Personalized sales home page 13)Operational Inefficiency Removal 14)CRM with Business Intelligence

CRM Process

CRM Technology
 Phone calls
 Emails  mobile phone text messages  WAP services  CRM software- Front office solutions  Website

E-CRM
Electronic CRM concerns all forms of managing relationships with customers making use of Information Technology (IT).

Future Of Crm
1) Economy is now driven by customers and not by sellers as in the past. 2) Technology will improve to put more functionality tools in CRM applications as there is more demand for knowledge management systems, sales coaching systems, and service intelligence systems. 3) These will give way to voice activated and speech feed-back tools and other elaborate visual aids using 3-D and CAD style graphics.

Challenges In Implementing CRM System


1. Poor Planning 2. Poor Implementation 3. Siloed Thinking 4. Choose a system thats easy to use 5. Choose the right capabilities 6. Provide Training 7. Lead by example 8. Privacy and data security System

Research Methodology
Objective : To Find out how the various banks manage the CRM and also to conduct a cross analysis of CRM Practices of public, private, foreign and co-operative banks. Methodology : The Survey research was carried out in following four ways : Step 1 : Research Approach Step 2: Selection of the sample Step 3 : Data Collection Step 4 : Data Analysis Method

Banks Offerings
Preferred Banking 24 hrs Banking Corporate Banking Agri Finance Treasury Banking Investment Banking NRI services Deposits Loans Cards Personal Banking Business Banking NRI Banking Loans Investments Insurance Cards Direct Channels Services Doorstep Banking International banking

Banks Offerings
Personal Banking
NRI Banking Wholesale Banking Saving account Recurring account Loans Fixed deposits Current account Mutual Funds Insurance ATM services RTGS NEFT

Findings Of IDBI Bank (Public Sector Unit)

Findings Of IDBI Bank (Public Sector Unit)


A. CRM DEFINITION Giving the best service to customer Maintaining relationship B. CRM PROCESS Acquire Regularly solving queries Maintaining long term relationship

C. CRM TECHNOLOGY
Finacle (Infosys) Call center Automation Emails Fax SMS

Findings of HDFC Bank

Findings of HDFC Bank


A. CRM DEFINITION
To offer end to end functionality needs of the customers. Achieving optimum balance. Satisfying the customers needs.
B. CRM PROCESS CRM Process starts with the generation of idea What offerings are to be given Offerings given to the right customer Contacting the customer Interaction with the customer Last is the follow up.

C. CRM TECHNOLOGY
In the branch of lower parel there is no particular technology used by the bank other banks are using a technology or CRM software.

Findings Of CKP Bank


A. CRM DEFINITION Maintaining long term relationship as a key to success. Treat each customers as individuals and so have different approaches to different type of people. B. CRM PROCESS Advertisement Gathering the information of the potential customers. Approach to the customers. Acquire new customers and retain the existing customers. Personally solving the problems and handles the queries.

C. CRM TECHNOLOGY
CKP BANK do not use any technology They maintain customer relationship management manually.

Findings Of Deutsche Bank

Findings Of Deutsche Bank


A. CRM DEFINITION To fine tune corporate banking. To manage customer relationship in more interactive and intelligent way. Centralization of the whole banking process. Establishing global standard but giving different regions flexibility in terms of software.

B. CRM PROCESS
Collection of information of the potential customer. What offering should be provided. Communication as per the needs of the customer. Following Up.

Findings Of Deutsche Bank


C. CRM TECHNOLOGY Uses LUXOFT software. The CRM Process is deployed within a portal framework and is based on 3 tier architect. The CRM technology provides transparency, committed delivery time, reliability of execution. The architecture works regardless of user operating system, thus avoiding the need to create different application. All data is stored in oracle database.

Cross Analysis

Cross Analysis
CRM Definition/ View Personnel Interaction Customer Oriented Approach Marketing, Sales & Support

IDBI BANK

For B2B and High end customers

Different type of approaches for different customers

Use its own salesforce automation and also outsource when needed. uses its own salesforce

DEUTCHE BANK

Only with special customers

Product Oriented and process oriented

HDFC BANK

First on Calling if required then personnel interaction To all types of customers but more emphasis on b2b customers

Different type of approaches for different customers Different approach to different type of customer.

Separate department is their for Marketing and sales Bank have own sales force to take care of marketing and sales .

CKP BANK

Cross Analysis
Relationship Evolution IDBI Bank Awareness Exploration Expansion Commitment Dissolution / Re- intention Add value to the offering Providing with lucrative offers. Giving various offers to the customers Pamplets and advertising Advertising is done through local news papers Through advertisements in T.V, newspaper, Radio , Pamplets, banners and through direct meeting Create awareness through advertising in local newspaper ans direct meeting. Cold calls,meetings and campaign Direct meeting,cold calling Newspaper, Cold Calling, Direct meeting Cross selling and up selling Up selling,providin g customized services Giving certain benefits to the customer, Crossing selling and up selling Long term relationship Long term relationships

DEUTCHE Bank

HDFC BANK

Long term relationship

CKP Bank

Cold calling and direct meeting the customer to explore about the products.

Cross selling and up selling.

Long term relationship is maintained by both the parties.

Re intent the customers by attractive offers to stop dissolution

Cross Analysis
CRM application usage Call Center Automation Campaign Management Contact Management Data Warehousing Marketing Management Sales force Automation IDBI Bank YES YES YES YES YES YES DEUTCHE BANK YES YES YES YES YES YES HDFC BANK YES YES YES YES YES YES CKP BANK NO NO YES YES NO YES

Cross Analysis
Benefits of CRM IDBI BANK Long Term Relationship YES YES YES YES YES YES YES YES YES YES DEUTCHE BANK HDFC BANNK CKP BANK

Customer YES Satisfaction Customer YES Retention & Loyalty Higher Profitability YES

YES

YES

NO

Methods Of Gathering Customer Information


IDBI Bank DEUTCHE BANK HDFC BANK CKP BANK

Reference Social media Sales Agents Campaign

Survey Reference sales force

Buying database Reference Sales force

Survey Reference Sales force Over the counter

Channels Of Interacting With Customer

Problems In Maintaining CRM


IDBI Bank DEUTCHE BANK The CRM Technology is too technical and the staff has to be updated with knowledge every Six Months. HDFC BANK No separate department for CRM No separate authority to take care of this unit This creates interference of every employee in this sector. CKP BANK No technology used so have to maintain CRM manually which increases the work and takes a lot of time. Reactions of people when made cold calls and direct meeting. No separate department for CRM. No authority to co ordinate for CRM.

Communication Co-ordination

Recommendations
Loyalty programs Campaign Management Need to open more branches Loyalty Programs

Recommendations
Appoint a separate CRM department. Have a centralized management system so better to co ordinate. Use the CRM technology in all branches rather in specific branches.

Have a separate department for CRM. Appoint an authority to co ordinate for CRM . Adopt technological approach for CRM so that would reduce the time and effort.

Conclusion
Every bank practices CRM but their strategies differ . Some banks use CRM technology as a aid to CRM process but some banks who cannot afford CRM technology do not use the technology but still they do practice CRM manually. It is been observed that all banks knows the importance of customers and the need for CRM. All banks fallows a customer oriented approach and customers are their point of focus.

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