Copy of CRM

8/3/2019 Copy of CRM

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Customer Relationship ManagementCustomer Relationship Management

Process of creating and maintaining relationshipsProcess of creating and maintaining relationships

with business customers or consumerswith business customers or consumers

A holistic process of identifying, attracting,A holistic process of identifying, attracting,

differentiating, and retaining customersdifferentiating, and retaining customers

Integrating the firms value chain to createIntegrating the firms value chain to create

enhanced customer value at every stepenhanced customer value at every step

An integrated crossAn integrated cross--functional focus onfunctional focus onimproving customer retention and profitability forimproving customer retention and profitability for

the company.the company.


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Customer Relationship ManagementCustomer Relationship Management

The use of informationThe use of information--enabled systems forenabled systems forenhancing individual customer relationshipsenhancing individual customer relationships

to ensure longto ensure long--term customer loyalty andterm customer loyalty and

retentionretention


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CRM ObjectivesCRM Objectives

Lifetime Value (LTV)Lifetime Value (LTV) Starts with current purchase activity then extrapolates toStarts with current purchase activity then extrapolates to

include potential additions from crossinclude potential additions from cross--selling, upgrades,selling, upgrades,total ownership, etc.total ownership, etc.

Customer OwnershipCustomer Ownership Attempts to own the lionshare of customer spendingAttempts to own the lionshare of customer spending

and/or share of mind in a particular product categoryand/or share of mind in a particular product category

Building brand equity, maintaining vigilant customerBuilding brand equity, maintaining vigilant customercontact, keeping current with the market trends is criticalcontact, keeping current with the market trends is critical


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Is CRM New?Is CRM New?

NoNo!!

Simply an extension ofSimply an extension of

relationship marketingrelationship marketing

Builds on customerBuilds on customer

service and satisfactionservice and satisfactionconceptsconcepts

Just the latest buzzwordJust the latest buzzword

for creating customerfor creating customer

orientationorientation BottomBottom--line is still theline is still the

samesame

YesYes!!

A shift in corporateA shift in corporatephilosophy concerning thephilosophy concerning theapproach to value deliveryapproach to value delivery

CustomerCustomer--centriccentricapproach to value chainapproach to value chain

New and technologyNew and technology--enhanced processesenhanced processes

Focus is not just onFocus is not just on

bottombottom--line, but on topline, but on top--lineline

Goal is to create satisfyingGoal is to create satisfyingexperiences acrossexperiences across allallcustomer contact pointscustomer contact points


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CRM Programs Can Potentially ImproveCRM Programs Can Potentially Improve

Analytical CRMAnalytical CRM Customer SegmentationCustomer Segmentation

Trend AnalysisTrend Analysis

Operational CRMOperational CRM

Campaign ManagementCampaign Management

TeleTele--Marketing/TeleMarketing/Tele--SalesSales

Activity and Time ManagementActivity and Time Management

Quotation and Order ProcessingQuotation and Order Processing

Delivery and Order FulfillmentDelivery and Order Fulfillment

Customer Service and SupportCustomer Service and Support

Remote AccessRemote Access

Collaborative CRMCollaborative CRM Enterprise PortalsEnterprise Portals

Customer AccessCustomer Access

Supplier AccessSupplier Access

PersonalizationPersonalization


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Areas of CRM ActivityAreas of CRM Activity

Sales Force Automation (SFA)Sales Force Automation (SFA)

Customer Service and Support (CSS)Customer Service and Support (CSS)

Help DeskHelp Desk Field ServiceField Service

Marketing AutomationMarketing Automation


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Areas of CRM Activity:Areas of CRM Activity:

Sales Force AutomationSales Force Automation

3535--40% of all CRM activity40% of all CRM activity

Manages lead generation, tracks movementManages lead generation, tracks movement

of leads through the pipeline, allows betterof leads through the pipeline, allows better

usage of customer data, integrates activitiesusage of customer data, integrates activitiesacross sales channels, simplifies relationshipacross sales channels, simplifies relationship

management, forecasts for opportunitiesmanagement, forecasts for opportunities

(SWOT)(SWOT)


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Customer Service and Support (CSS)Customer Service and Support (CSS)

2020--25% of CRM25% of CRM

Assign, escalate, and track trouble tickets,Assign, escalate, and track trouble tickets,

inquiries, solution attempts throughinquiries, solution attempts through

resolutionresolution

Provides information to support customer callProvides information to support customer call

center activitycenter activity


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Help DeskHelp Desk

1515--20% of all CRM20% of all CRM

Allows individuals to access network database toAllows individuals to access network database to

solve their own problems or find information.solve their own problems or find information.

Can be internal or externalCan be internal or external Offers many bottomOffers many bottom--line savingsline savings

Human ClickHuman Click, Tivoli,, Tivoli, LivePersonLivePerson, are providers, are providers

Ex.,Ex., Lands End LiveLands End Live allows customers browseallows customers browse

FAQs but also click a link to talk directly with liveFAQs but also click a link to talk directly with live

representative.representative.


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Field Service CRMField Service CRM

33--5% of all CRM activity5% of all CRM activity

Mobile service technicians can log information aboutMobile service technicians can log information aboutwork orders and service calls, as well as accesswork orders and service calls, as well as access

information from the remote site.information from the remote site. Can feed information from customer problems intoCan feed information from customer problems into

SFA for salesperson leads.SFA for salesperson leads.

Market information can be gathered and logged intoMarket information can be gathered and logged intocentral database.central database.

Ensures appropriate resource allocation by matchingEnsures appropriate resource allocation by matchingavailable resources to job requirementsavailable resources to job requirements

Major vendors are RTS, Metrix,Major vendors are RTS, Metrix, eDispatcheDispatch


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Marketing AutomationMarketing Automation

33--5% of CRM, but growing 5X faster than all others5% of CRM, but growing 5X faster than all others

Interfaces with data warehouses and data miningInterfaces with data warehouses and data miningactivities to tailor page views, products, andactivities to tailor page views, products, and

promotions, so that the right offer goes to the rightpromotions, so that the right offer goes to the rightperson at the right time.person at the right time.

Can interact with SFA to support field sales effortsCan interact with SFA to support field sales efforts

Provides customized customer interactions critical toProvides customized customer interactions critical to

segment of one marketing, mass customization,segment of one marketing, mass customization,customerization, etc.customerization, etc.

www.webgroove.comwww.webgroove.com,, EpiphanyEpiphany, Oracle, Siebel, and, Oracle, Siebel, andPersonify are leadersPersonify are leaders


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Commercial ECommercial E--CommunitiesCommunities

Goal is to create an environment where people getGoal is to create an environment where people get

meaningful interactions with the company andmeaningful interactions with the company and

other users so that they feel part of the enterprise.other users so that they feel part of the enterprise.

Adds human component and engages customers.Adds human component and engages customers.

Creates more stickiness and ownershipCreates more stickiness and ownership

Ex. User Groups for software products (Oracle,Ex. User Groups for software products (Oracle,

Intergraph)Intergraph)

Ex.Ex. DellDell // SonySony technical support communitiestechnical support communities


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Components of Commercial EComponents of Commercial E--CommunitiesCommunities

CustomerCustomer--focused transactionsfocused transactions

Ex. IKEA Stock Query, Amazon rare book finderEx. IKEA Stock Query, Amazon rare book finder

Community InteractionsCommunity Interactions

User product ratings, User alerts/Newswires, DellUser product ratings, User alerts/Newswires, Delltechnical supporttechnical support

Access to Relevant InformationAccess to Relevant Information

Dell technical library, Customer chat rooms, ZeroDell technical library, Customer chat rooms, Zero--timetime

search facilitysearch facility ValueValue--added Services Based on Customer Dataadded Services Based on Customer Data


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New Frontiers in CRMNew Frontiers in CRM

CustomizationCustomization

Mass CustomizationMass Customization Using flexible processesUsing flexible processes

and organizational structures to produce varied andand organizational structures to produce varied and

individualized products and services at the price ofindividualized products and services at the price of

standard massstandard mass--produced offerings.produced offerings.

PersonalizationPersonalization Customization of some featuresCustomization of some features

of a product or services so that the customer enjoysof a product or services so that the customer enjoys

more convenience, lower costs, or some othermore convenience, lower costs, or some otherbenefit.benefit.


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Making CRM HappenMaking CRM Happen

Evaluate products and processes customers terms.Evaluate products and processes customers terms.

Analyze the multiple channels through which theAnalyze the multiple channels through which the

company interacts with customers.company interacts with customers.

Examine how the company understands itsExamine how the company understands itscustomers. Does it keep good data? How does it getcustomers. Does it keep good data? How does it get

that data? Does information flow between functionalthat data? Does information flow between functional

areas?areas?

Provide fingertip access to all information.Provide fingertip access to all information. Analyze human resources and ensure that everyoneAnalyze human resources and ensure that everyone

has an understanding of philosophy of CRMhas an understanding of philosophy of CRM

Copy of CRM

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