The Amazon brand was born in the insight that the

Internet could revolutionise the means to sell to consumers. Attracted only by the lure of deep discounts and free giveaways, consumers vanished once companies tried to improve margins. Amazons interactive technology is smart. It's naturally focused on servicing the high value customers; its services naturally favour the regular shopper, while effective with the low value shopper.

 Amazon practices the direct marketing principle of recognising the

customer by using a cookie previously placed on their computer. shoppers, thereby focusing spend on heavy users. stunningly effective word of mouth.

Spending on Internet banners favours those who are already online

Furthermore, the investment in quality has been instrumental in creating

For example, each customer will get tailored recommendations. These

recommendations are generated using sophisticated statistical software that profiles the kinds of interests of each customer and also compares them with other customers, profiling them into similar groups. Each of the books and other products that Amazon carries also has category information about it, and of course there is the buying history of which customers are buying it. As a result, Amazon is more able to recommend books or other products that are likely to be relevant to that particular individual.

 An order processing

system, including financial processing, such as credit cards, linked to a back-end delivery system. In the case of Amazon, this includes automated warehouses. A dynamic web page management system that can take standard information and formats and customise them to the customer. An efficient and brand enhancing site design and appearance, including navigational tools and aids.

 There is a constant dialogue with the customers whose return on investment

is effectively measured.

Automated communication systems, such as e-mail

systems, order information systems, and message management while the customer are online, that ensure personalised, timely and relevant communication. customer communities and the brand and ensure that this is available to and understood by all relevant executives and staff. customers are more valuable, and bonding comes from trust and appreciation.

Develop processes and tools that allow a thorough understanding of

See customers as people to serve with relevant value propositions: bonded

Design and implement routines for collecting unduplicated customer data

and elaborate them into relevant and timely information about customers that is available at the point of need.

 Dell has one simple concept: to sell computer systems

directly to customers. Dell customers are global wide and range from individuals, small businesses, large businesses, and institutional organizations, such as schools and hospitals. The mission statement for Dell is to be the most successful computer company in the world at delivering the best customer experience. When Michael Dell started Dell in 1984, it was out of his dorm-room. He had limited cash and purchased most of the supplies needed to build his first computers after the sales were made.

 Well-established computer manufacturers like IBM had a

lock on the computer market, where customers preferred to purchase products from retail outlets. This new idea of building-to-order and ordering over the phone was a major risk. customer to desire the purchase of a customized computer.

The first obstacle was to create a need on part of the

The second hurdle was having customers call a toll free

number to order the product. Dell had to find a way to overcome these obstacles and then provide a service that would build a reputation for superior business to consumer efficiency

Hotlink:
Custom designed Web pages containing purchase data: Premier Pages Data mining system that benefits the sales, marketing, financial and

management segments of Dell: ProClarity Hotlink: Marketing automation software. Effective targeting. Efficient marketing communications Real-time monitoring of customer and market trends Gives Dell free advertising

Premier Pages: Custom Internet sites, called Premier Pages, for various corporate and institutional customers, allowing these customers to simplify and accelerate procurement and support processes.

Pro Clarity: In-depth analytical abilities, resulting in highlighting positive and negative areas of business Enables Dell to measure trends and successes Sales management can track activity within accounts and lapsed quote scan be acted upon The marketing department can track customer activity, product sales and marketing mixes. i2 Planner : e-business software meet its supply chain needs: i2 Supply Chain Planner i2 Collaboration Planner i2 Factory Planner

 Dell reducing its costs by using direct marketing methods.

Therefore they can give build better customer relationships by using saved dollars from regular distribution channel. change on customers purchasing behaviour and preferences.

Dell has to keep contacting with customers to determine any

Dell has to keep an eye on rivals such as HP and IBM against any

competitive move.

Dells CRM strategy based on direct model is the best way to

capture information about customers and analyze it. DATA IS THE KING in any CRM system as long as you know how to use it. strategy along with customer loyalty and satisfaction

High level of sales is the greatest indicator of success on CRM

 Ensure better customer service is offered: Dell has

become an industry leader in service and reliability. Dell has used CRM to its advantage. Implement technology in a phased fashion: Dell tested key tasks in each of its regions prior to deployment. It set-up mock environments to develop, test, and support the i2 systems in patches without disrupting the live version. Extend the connection from the customer to the supplier: Dell was able to extend its build-to-order model from suppliers to the customer while continuing to maximize operational efficiency and customer satisfaction.

 ICICI Bank Limited is an Indian diversified financial

services company headquartered in Mumbai, Maharashtra. It is the second largest bank in India by assets and third largest by market capitalization. It offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialized subsidiaries in the areas of investment banking, life and non-life insurance, venture capital and asset management. The Bank has a network of 2,763 branches and 9,363 ATM's in India, and has a presence in 19 countries, including India.

 Identifying CRM initiatives with reference to the objectives to be

attained (such as increased number of customers, enhanced percustomer profitability, etc.).

Setting measurable targets for each initiative in terms of growth in

profits, number of customers, etc.

Evaluating and choosing the appropriate CRM package that will help

the company achieve its CRM goals (a comparison of payoffs against investments could be carried out during the evaluation exercise).
The challenges in managing customer relations in retail banking are

due to the multiple products being offered and the diverse channels being used for the distribution of the products.

 Targeting customers: It is necessary for banks to identify

potential customers for approaching them with suitable offers. For example, a customer interacts with the banks for savings accounts, credit cards, home loans, car loans, demat accounts, etc. The data generated through all these services needs to be integrated to enable effective targeting. Sales reference material: A consolidated information database on all products, pricing, competitor information, sales presentations, proposal templates and marketing collateral should be accessible to all the people concerned. Consistent interface with customers: The communication to customers from various departments like sales, finance, customer support, etc. should be consistent and not contradictory.

 Customers usage pattern: ICICIs CRM data warehouse integrates data from

multiple sources and enables users to find out about the customers various transactions pertaining to savings accounts, credit cards, fixed deposits, etc. The warehouse also gives indications regarding the customers channel usage.

New product development: Analysis at ICICI guides product development and

marketing campaigns through Behaviour Explorer, whereby customer profiling can be undertaken by using ad hoc queries. The products thus created take into account the customers needs and desires, enabling the bank to satisfy customers through better personalization and customization of services.

Central data management: The initial implementation of CRM allowed ICICI

to analyse its customer database, which includes information from eight separate operations systems including retail banking, bonds, and fixed deposits, and retail consumer loans, credit cards, custodial services, online share trading and ATM.

By: Rishabh Jain Risika Maheshwari Samreen Rahman Siddhartha Singh Sudeep Mehrotra