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Updated: Dec 20, 2021

JSS -DM305 Lead Generation-BL01M06-Day08-29Oct20 Thurs



Agenda: Module 2:CRM, API on CRM, Features, functions, components.

What is a CRM integration?

A CRM integration is the seamless connectivity between your customer relationship management (CRM) software and third-party applications. Integrations result in automated actions that expand the functionality of your software, eliminating the need to toggle back and forth between systems.

Customer relationship management (CRM) is a technology that allows businesses both large and small to organize, automate, and synchronize every facet of customer interaction. CRM system examples include marketing, sales, customer service, and support.

What is CRM API?

CRM is customer relationship management system. The API is the application programming interface. In short, the API is a set of programming protocols and tools that specify how your CRM can interact with other software programs.

How to execute the 5-step CRM process

Generate brand awareness. The first step to acquiring new customers is to introduce them to your business. ...

Acquire leads. ...

Convert leads into customers. ...

Provide superior customer service. ...

Drive upsells.

Is Salesforce a CRM tool?

Salesforce is the world's #1 customer relationship management (CRM) platform. They help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.

How to Use a CRM

Step 1: Add your salespeople. The sooner you can get all the reps on your team using your CRM, the more comprehensive and accurate your data will be. ...

Step 2: Customize your settings. ...

Step 3: Import your contact, companies, and deals. ...

Step 4: Integrate your other tools. ...

Step 5: Set up your dashboard. ...

Step 6: Enable reports.

How does agile CRM work?

CRM software uses an integrated approach to store customer information. An all-in-one CRM has sales, marketing and service automation rolled into one. It automates interactions, provides business intelligence, and empowers sales reps to make the sales process smoother.

The components of CRM are:

  1. People Management: Effective use of people in the right place at the right time is called people management. ...

  2. Lead Management: ...

  3. Sales force automation: ...

  4. Customer Service: ...

  5. Marketing: ...

  6. Work flow automation: ...

  7. Business Reporting: ...

  8. Analytics:

Scenario Discussion on CRM Design and Database Building

CRM Importance and Direct Application on Business Cases

Manojna Super Foods Ltd (MSFL) is in the business of making quality food products for children. The company uses the Ancient Indian Recipes for hygienic and health foods for young children and adults. Your reporting manager, the Marketing Head, Ms. Bharati, asks you, the Digital Marketing Expert, to help her Field Sales team (FST) in getting the data systemized and correct. The Head wants to know the productivity of the fields team and some customers have complained that different Sales person of the MSFL even when they have given order. they are also trying to get bigger discount and thereby competing against each other. whereas new customers have complained that they did not get a call back from LSFL once the quantity ordered is less. All the customers have sent their orders online and FST Pick their customer randomly. The Sales Lead tried to ensure First come First allotted, FST were not interested in low volume customers. Please give your comments on how you will manage the data and allocation, and ensure that all the customers are given equal importance in servicing from MSFL.

Class notes and Students Responses

  1. They should set their logistics in a right way and limit their orders accordingly to their production

  2. "First come first serve is the right attitude, when the company is handling more volume than they can service. The company should make use of the social media channels to effectively communicate the delays, if any so that customers are kept posted WRT what's going on with their order.

  3. Since the company is in the business of food products, time is crucial. advise the company to not take more orders, if they are able to service it in time.

  4. Social/ Digital media can only be used as a channel for communication between the company and its customers. It the manufacturing unit which needs to be scaled up to efficiently work to tackle huge volumes.

  5. As the Digital Marketing SME, I would try and communicate with all the stakeholders to minimize MIS understanding and delay in transmission of news about the ongoing processes."

  6. I would keep a track of customers, I would collect all the data and save it in the excel and I would keep a track of loyal customers who are regularly ordering. FIFO service is good but there are high chances we would miss out on potential customers. So we need to have coupon or give order number and serve them. We can hire a person who is checks the feedback regularly and write back to them.

  7. Allocation is something that impacts customer awareness and purchase behavior. Know in which social media platform your target audience is active. Know their demographic information. Re-target the site visitors. Bring communication strategy, activate the audience across the channel. Prioritize data protection and security. Make sure that the customer data is safe and not being misused. Limit your data to only the necessary information your company needs to meet its goals thereby you can focus on the quality of data. Losing access to all of your customer data is a great loss to the company so, create a data recovery strategy.

  8. Increase the quantity of sales, Discount should depend upon no. of cx ordering first like lightning deal and make sure all the cx's who have ordered receives the product.

  9. The MSFL company must take stringent action against bias field sales person and set a precedence that any employee who works against the company policy in order to make profit will face the similar action. In order to do that as digital marketing expert we would categorize the field person's data on the no of order the field salesman has handled and size of order he has taken. From this we would get to know the possible salesman who is indulged in this bias.

  10. First I would ask the sales team to treat all customers equally. There wont be any targets for the sales team. Their main target should be to get maximum customer satisfaction and loyalty. Also I would appoint a person to keep an eye on the sales team until this problem is resolved.

  11. List all the healthy and make sure none of them were missed contacting.

  12. No matter the amount of quantity ordered company must make sure they have reached each and every customers.

  13. Once the company loses the trust its hard to built again so they must make sure they never gonna lose trust."

  14. Not only setting up the target for the FST but also making him aware of the importance of every customer and making the no of sales also counts not just quantity

  15. The person who took high volume will get more discounts. The people with the less order will get a minimum discount, where as all the customers will get the equal attention from sales team.

  16. "Engage customer with the help of social media and keep them updated abt all the products

  17. Make a survey asking customer how we can improve the service

  18. Keeping the track of reviews and ratings

  19. "Maintaining the proper data of the customer and also taking feedback from the customers and if there is any compliant need to correct it and try to get feedback of the correction they have made

  20. Must go order about serving."

  21. Giving same preference/service to all type of customers.

  22. First they should open a website, and they should link to all social media like Facebook, Instagram etc.. They can have their own app..

Teacher' Note

The company needs to address the Leads into categories like ABC and provide different baskets and Sales team should access all baskets in fair amount. Senior Sales Reps should help and support new team members in achieving sales and helping get a team based target while achieving their target too. Having a unified CRM will help in ensuring all customers are handled in right way, and duplicity of effort can be avoided.

Lakshminarasimman V Rao | LEAD Generation Management | DM 305 JSS | Corporate Neeti Consulting | Mysuru

All data above is a combination of data from Internet, purpose of this doc is for research and education only and responses received from Class students and interaction.

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Anjali Reddy
Anjali Reddy
Oct 30, 2020

Thank you sir


Good analysis Aisha and Anjali


Anjali Reddy
Anjali Reddy
Oct 29, 2020

As a digital marketer I would suggest the company to implement a software which stores the sales and the customer's information so that the company can easily access the information in case of solving the customer's problems.

I would a appoint a team to handle the problems faced by the customers while ordering products and to collect the feedback by the customers.

Instead of the FST picking the orders randomly the company should use a software which automates the process of taking orders and delivering orders in time. By doing this way the company serves it's customer equally without any bias.


The company needs to categorize the sales team according to the volume say the efficient teams to handle higher volume, the experienced ones to handle medium sales and the freshers to handle low volume orders so that all categories of customers are met their endless and discounts accordingly . But in the above case there might me a situation that the customers prefer to buy from another source slowly this leading to establishment of more competitors putting business at risk

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