Chapter IV - CRM in B2B and B2C Markets

CRM in B2B & B2C Markets.
Implementation in different
sectors
Objective
To understand CRM
in different sectors.
B2B & B2C - Overview
Business 2 Business Business 2 Customer
Business-to-Business describes Business-to-Consumer describes

companies that sell products and companies that sell straight to end
services to other companies. Marketing customers. This includes hotels,
agencies, vendors and manufacturers are retailers, banks, car dealerships and
examples of B2B organizations. airlines.
Difference between B2B and B2C CRM
B2B B2C
 Channel Complexity – Multiple  Straightforward – Based on single
vendors, business departments. person's need.
 Sales Cycle - Larger sales cycle  Sales Cycle - Smaller & Quick
 Deal Size - Higher size, costly, Leads  Deal Size are small, though Leads
are value, not volume. generation is voluminous.
Capabilities of B2B  Automation : Automated workf lows help sales reps
CRM manage their workloads to keep contact information so
nothing important slips through the cracks.
 Forecasting : The goal is to predict customer behaviors

and project financial outcomes accurately.
 Enhanced tracking : B2B sales processes cover more

stages than B2C
 Quote management : Quote management software

allows users to create a document that lays out the
details and can help prevent order mistakes for complex
purchases.
Capabilities of B2C
CRM
 Operational : Consolidates customer

data to profile to serve better.
 Salesforce Automation : Tracking sales

process from shortlisting the prospects
to conversion.
 Analytical : Mining data

from different sources to observe trends &
opportunities.
 Campaign Management : Focusing on

storing, analyzing and
tracking campaigns.
 Multichannel Integration :
Integrated customer communication,
collate information from customer's social
 India's largest integrated auto maker with 60%
of market in commercial vehicles.
B2B CRM - Case
 Has one million customers, 22000 employees
Study
and annual sales of more than $3bn
Source: www.dqindia.com
B2B CRM - Competitive Challenges.
 Standardizing its customer facing business process

countrywide.
 Laying the foundation for stronger dealer relationship.
 Improved operational eff iciency and effectiveness.
 Offering a better customer experience.
 it involved working with 500 dealer organizations and more

than
1,600 locations staffed with more than 10,000 salespeople
across India,
B2B CRM Case - Solution
Implementation of a CRM system in tune with its reengineering effort

to:
1. To improve the f low of information across the enterprise .
2. An innovative Dealer Management System was implemented.
3. Helped individual dealerships with everything from inventory

management and credit reporting to calculating commissions.
4. Streamlining transaction and ensuring that dealers capture customer

data as part of their operations.
B2B CRM Case - Solution
Alongside the CRM – SAP system helped Tata Motors in
1. Inventory management, fulfillment, and parts location.
2. Pricing and tax calculations are adjusted for each dealer’s

requirements.
3. Enabled Tata to distribute sales

targets to its dealers and roll up sales numbers across the
country
 Lenskart.com is India’s largest and fastest
growing online eyewear company
B2C CRM - Case
 Has more than 500+ stores across India and its
Study unique Home Eye Check-up service.
 Lenskart sells 10 glasses every minute.
Source: www.clevertap.com
 Managing Automation at scale : analyze user behavior and
more effectively segment their audience to offer personalized
experiences — even with millions of customers.
B2C CRM Case –
 Managing off line data : unif ying data silos from their off line
Lenskart stores, website, and app.
Challenges  Personalized engagement across channels : priority is
delivering an exceptional customer experience both on
and off line.
B2C CRM Case - Solution
 Customer Data Platform : iPad kiosks that collect data after

an in-store purchase. This data is unif ied by CRM system to
help build rich user prof iles and send more targeted
campaigns.
 Automated Segmentations : RFM (Recency, Frequency and

Monetary) analysis helps lenskart uses automatic
segmentation to engage large user base, targeting active users
through personalized campaigns.
 Personalized Omnichannel Campaigns : improved user

onboarding and re-engagement through automated
omnichannel campaigns that cover the entire customer
lifecycle.
Sector wise
CRM
Application
Sector - Hospitality A service oriented sector uses CRM to serve customer who
patronize their brand on regular basis. It helps in :
1. Catering to valuable guests - The CRM technology can

reveal frequent customers who bring maximum value to the
business.
2. Better Customer data analysis - CRM program should be

built on generating high quality consumer information for
designing promotion activities
3. Building a strong online presence - CRM program should

be built on generating high quality consumer information
for designing promotion activities
Sector - Telecom
Telecom players in today’s environment are required to

design and deploy customer centric strategies to sustain in
market in the long run. The CRM works for following
purpose:
1. Competitive Analysis : Analyzing competitive advantage,

strength & weakness etc.
2. Value based customer service differentiation.
3. Proactive churn mitigation.
4. Knowledge Management.
5. Billing & Channel management.

Sector - Banking Aspirational customer has lead the banks to
upgrade their systems to a level where they can
seamlessly meet her aspiration. The CRM in
banking helps in :
1. Lead Management & Customer acquisition.
2. Value added cross selling.
3. Enhanced internal and external communication.
4. Salesforce management
5. Effective customer service.

Sector - Insurance
Acquisition of customer and deliver of superior

service delivery is paramount for insurance.
The insurance sector uses CRM in following
way:
1. Predicting customer behavior by profiling

her well.
2. Modelling, using data analysis to understand

and cater the customer well.
3. Scoring, the existing customer.

Sector - Airline An airline success depends upon synchronizing
Sales, Marketing, Customer service and offering a
supremely delightful experience. An airline e –
CRM should focus on:
1. Understanding Customer behavior, likes/dislikes,

preferences.
2. Single view of customer across enterprises.
3. Directly connect airlines with passengers, online,

through social media etc.
4. Achieve a sustainable revenue growth.

Summary For Organizations today, CRM is the key to be
competitive in an environment where the
aspirations of the customer, technology and
business environment is rapidly changing.
The organizations, have to leverage the technology

to offer supreme experience to customer and ease
of business to stakeholders. The should be able to
customize the CRM as per their industry and
customer.

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CRM in B2B & B2C Markets.

Business 2 Business Business 2 Customer

Business-to-Business describes Business-to-Consumer describes

 Forecasting : The goal is to predict customer behaviors

 Enhanced tracking : B2B sales processes cover more

 Quote management : Quote management software

 Operational : Consolidates customer

 Salesforce Automation : Tracking sales

 Analytical : Mining data

 Campaign Management : Focusing on

 Standardizing its customer facing business process

 Laying the foundation for stronger dealer relationship.

 Improved operational eff iciency and effectiveness.

 Offering a better customer experience.

 it involved working with 500 dealer organizations and more

Implementation of a CRM system in tune with its reengineering effort

1. To improve the f low of information across the enterprise .

2. An innovative Dealer Management System was implemented.

3. Helped individual dealerships with everything from inventory

4. Streamlining transaction and ensuring that dealers capture customer

Alongside the CRM – SAP system helped Tata Motors in

1. Inventory management, fulfillment, and parts location.

2. Pricing and tax calculations are adjusted for each dealer’s

3. Enabled Tata to distribute sales

 Lenskart sells 10 glasses every minute.

 Customer Data Platform : iPad kiosks that collect data after

 Automated Segmentations : RFM (Recency, Frequency and

 Personalized Omnichannel Campaigns : improved user

1. Catering to valuable guests - The CRM technology can

2. Better Customer data analysis - CRM program should be

3. Building a strong online presence - CRM program should

Telecom players in today’s environment are required to

1. Competitive Analysis : Analyzing competitive advantage,

2. Value based customer service differentiation.

3. Proactive churn mitigation.

5. Billing & Channel management.

1. Lead Management & Customer acquisition.

2. Value added cross selling.

3. Enhanced internal and external communication.

5. Effective customer service.

Acquisition of customer and deliver of superior

1. Predicting customer behavior by profiling

2. Modelling, using data analysis to understand

3. Scoring, the existing customer.

1. Understanding Customer behavior, likes/dislikes,

2. Single view of customer across enterprises.

3. Directly connect airlines with passengers, online,

4. Achieve a sustainable revenue growth.

The organizations, have to leverage the technology

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