PRESENTATION

ON CUSTOMER RELATIONDHIP MANAGEMENT (TOYOTA COMPANY)

Presented By : Navkesh Gautam Asra Khan Simi Joy Rita Singh

MEANING & DEFINITION

CRM is the development and maintenance of mutually beneficial long-term relationships with strategically significant customers.
(Buttle, 2000)

CRM is concerned with the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer lifetime value.

STAGES TO DEVELOP CUSTOMER RELATIONSHIP

The Pre-relationship Stage

The Early Stage The Development Stage The Long-term Stage The Final Stage

CRM CYCLE

CRM CYCLE
Interact and Deliver:
Interact with customers & prospective customers Deliver increased value to customers

Acquire and Retain:

Acquire customers & prospective customers Retain valuable customers

Understand and Differentiate:

Understand customer needs Differentiate based on customer needs, characteristics & behavior

Deploy and Customize:

Develop products, services, channels to meet customer needs Customize by customer segments

WHY CRM ???

Helps to reduce search and correlating customers and to foresee customer needs. Helps to track a customer records. Helps in focusing and concentrating on every individual customer.

Helps to acquire new customers.

Helps to be cost effective. Helps to reduce the process time and increases productivity. Helps in getting more businesses which enhances the turnover and profits. Helps in increasing the customer base which ultimately enhance the net growth of business.

BENEFITS
New sales opportunities.

Improve customer service. Plan, execute and audit targeted marketing campaigns. Better decision making. Greater efficiency.

TOYOTA

RELATIONS WITH CUSTOMERS

1. Toyotas Customer First Policy

- Approach to customer satisfaction. - Wide ranging information gathering and reflection in development of new vehicles. - Examples of products developed using customers ideas.

2. Ensuring High Quality

- Basic Policy.
- Customer relation division initiatives. - Providing information to customer. - Procedures & system for recalls.

LEAN CRM: Toyotas Success Mantra

Toyota: A company so much obsessed with its customers. Lean CRM which was developed by Toyota in Europe, in response to the growing volume of customer information collected at the many

touch-points during the customer lifecycle.

Contd..

Toyotas 3 CRM strategies:

1. Customer Pull: The marketing guides prospective buyers to the Toyota web site, where they can learn more and request further information. Requesting information is an example of "customer pull," where Toyota responds directly to the customer.

Contd..
2. Toyota Push: As Toyota guides the customer through the purchase process, the auto company uses what it knows about the

customer to provide just the right information that Toyota leadership thinks will help him or her make the right choice. This is an example of "smart Toyota push."

Contd..
3. Customer DNA: Customer DNA controls how each touch-point between the customer and Toyota during the customer lifecycle is

carried out. Toyota implements the touch-points through the Unica Affinium campaign management system (CMS).

CONCLUSION
Lean CRM has enabled Toyota to sell significantly more vehicles, with a shorter trade cycle and higher

repurchase rate, at significantly lower cost. A comparison of a recent before and after marketing campaign showed a 70 percent reduction of nontarget customers being mailed, an 80 percent reduction in campaign costs, a 50 percent reduction in campaign development time and a 60 percent increase in campaign ROI. Over the next few years, Toyota's Lean CRM will contribute between $5 million and $10 million (in U.S. dollars) of additional contribution each year to the sales company.

THANK YOU