Samruddhi CRM Assignment

Customer
Relationship
Management
CRM IN SERVICE
MARKETING
What is CRM ?
Customer relationship management (CRM) refers to the principles,

practices, and guidelines that an organization follows when interacting
with its customers.
Key benefits of CRM:
Controls Enhance Better

costumer company's knowledge of
defection rate Image costumers
Minimized Retain more Better

cost costumers Segmentation
The importance of service industries in the economy is
that they contribute significantly to the domestic and
global economy. Based on various research reports, 70
percent of the GDP in most countries result from service
Service industries
Marketing The marketing of services is different from the marketing of

products. While selling off services, convincing the
consumers and pricing the intangible products is a
challenging task
Service marketing refers to the application of a different set

of tactics or strategies to anticipate the consumer’s need for
an intangible product. And thus, meet their requirements
accordingly, to create maximum value for them from their
purchase.
Customer relationship management (CRM) is a technology for managing all
your company's relationships and interactions with customers and potential customers.
CRM in Service A CRM system helps companies stay connected to customers, streamline processes,
and improve profitability.
Marketing The term CRM (customer relationship management) refers to the effort
taken by a business to build and maintain customer relationships across
the entire customer journey —
right from the first marketing touchpoint, through the sales funnel and to
their post-purchase customer service as well.
Service Marketing
CRM IN SERVICE MARKETING

examples:
ENTERTAINMENT
FOOD TRANSPORTATION
SERVICE-
DELIVERY SERVICE-PICKUP &
STREAMING
SERVICES DROP
SERVICES
ZOMATO NETFLIX UBER

CRM by ZOMATO
Unique CRM strategies by Zomato:
Zomato Gold ZOMATO COUPONS & Zomato Kitchens

DISCOUNTS
This is a paid service offered by service offered by Zomato to
Offer personalized incentives to certain restaurants/kitchens that
Zomato. Subscribers of Zomato
customers with the help of their do not have a dine-in facility.
Gold are entitled to receive
profiles and transaction history
complementary drinks and food in
select partner restaurants.
CRM by NETFLIX
Unique CRM strategies by NETFLIX:
Personalized DIGITAL MARKETING: CONTINUOUS R&D:

recommendations:
is customer relationship company who Netflix has been able to
Netflix logs and analyzes every is hyper-focused on measuring and achieve a molecular
customer interaction to predict viewing building better relationships over time understanding of its user base.
preferences and deliver personalized to strengthen their brand loyalty and And while this big data
recommendations. trust. approach has informed its
specific path, happy customers
are the bottom line.
CRM by UBER
UBER IS BY FAR THE BEST EXAMPLE OF CRM IN SERVICE MARKETING; HERE'S WHY-
✔Cultivating ✔ Targeting the ✔ Listening to

customer loyalty right crowd its customers
✔ Targeting the By tapping into the behaviors and riding
habits of its customers, Uber gives its
right crowd marketing a highly healthy chance of
succeeding.
By having a handle on key

from the customer’s side, they get a
demographic information about its
superior, more tailored service –
customers, Uber can create more
and will be more likely to use Uber
again.
personalized, targeted marketing
campaigns.
✔ Listening to
CRM also makes it easy for Uber to track all of
its customers its interactions with the public. If there is a
complaint, Uber’s team knows exactly who’s
dealing with it, and how far along that team
member is to reaching a resolution.
The CRM system can then Uber’s CRM extracts data

store them as contacts. This from people engaging with
enables Uber to get back to
any complaints with haste,
the company on key social
ensuring it maintains an media sites like Facebook and
excellent public image. Twitter.
✔Cultivating
customer loyalty UBER CASH & REWARDS
Uber Rewards, for example. Uber’s own Uber incentivizing its most
loyalty scheme lets you earn points every loyal customers not only
time you travel or eat through the app. These
points can later be traded in for benefits and
makes them feel valued, but it
‘Uber cash’. keeps them using the service.
CONCLUSION
• Customer relationship management (CRM) is a technology for managing all your

company's relationships and interactions with customers and potential customers.
• A CRM system helps companies stay connected to customers, streamline processes,

and improve profitability.
• A CRM system can be beneficial to both small and large scale businesses as long as
it is implemented appropriately.
• A CRM system coordinates customer data and ensures such conflicts do not arise.

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Customer

Customer relationship management (CRM) refers to the principles,

Key benefits of CRM:

Controls Enhance Better

Minimized Retain more Better

Marketing The marketing of services is different from the marketing of

Service marketing refers to the application of a different set

CRM IN SERVICE MARKETING

ZOMATO NETFLIX UBER

Unique CRM strategies by Zomato:

Zomato Gold ZOMATO COUPONS & Zomato Kitchens

Unique CRM strategies by NETFLIX:

Personalized DIGITAL MARKETING: CONTINUOUS R&D:

✔Cultivating ✔ Targeting the ✔ Listening to

By having a handle on key

The CRM system can then Uber’s CRM extracts data

• Customer relationship management (CRM) is a technology for managing all your

• A CRM system helps companies stay connected to customers, streamline processes,

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