CRM

Ahmed Khadr

February 14, 2002

OISM 470 W

Agenda

• The CRM hype!• What is CRM?• A Definitive Definition• The Five Views of CRM• A CRM Brainstorm• Let’s Talk ROI• The Works and Ways• CRM in motion: Siebel Systems Inc.• The Bottom Line• Bibliography

The CRM Hype!

• Customer Relationship Management

• The most confusing and hyped buzzword in modern business

• Buzzwords used as a psychological tool by consultants on customers

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So, What is CRM!?

• Strategic Customer Relationship Management– CRM software

• Integration of all technological customer interfaces– Front and Back end integration

• Maximizing the customer relationship

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So, what is CRM!?

– CRM hardware• Integration of all human to customer interfaces

through technology– Creating order winners…

– Maximizing the customer relationship

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Definitive Definition of CRM

• CRM is ultimately what the company defines it to be depending on their business objectives…– Five Views of CRM

• Marketing Automation

• Sales Automation

• Service and Service Fulfillment

• Customer Self-Service

• E-Commerce

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Five Views of CRM

• Marketing Automation– …designed to get the right mix of the company’s

products and services in front of each customer at the right time.

• Sales Automation– Collaborative tools that enable all parties to the

transaction to interact with one another

• Service and Service Fulfillment– Serving existing customer base through problem

resolution systems, workflow automation and field service dispatch systems

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Five views of CRM

• Customer Self-Service– e-CRM. Capabilities that can be directly invoked by

the customer on the internet via PC and wireless devices.

• E-Commerce– capabilities such as shopping, marketplace, transaction

and payment processing, and e-commerce security

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A CRM Brainstorm

• How much do you think the average service call costs your company?– $0.10 – $10 – $1

• Answer:

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• Can this be remedied? How?

A CRM Brainstorm (cont.)

• What are some possible solutions…?– Email requires large, cumbersome databases and is usually

received unsolicitted

– Postal mail has the same effect with the added cost of material and delivery

• How much do you think the average CRM automated web service transaction costs your company?

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Let’s talk ROI

• Costs and time can be daunting at first glance– When done correctly, CRM benefits are significant

• With any enterprise software, ROI requires:– Absolute Patience

• Enterprise software ROIs typically take years to surface

– Complete support from janitor, CEO, and all in between

– Thorough and on-going education for the enterprise

– True understanding of calculated risks involved

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A Successful CRM

• A successful CRM implementation with high ROI potential needs:– Properly trained Front Office staff

– Proper data and good use of it

– Proper workflow processes

– Proper integration of Front Office and Back Office

– Proper software to support the strategy

– Full support of top managment

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The Works and Ways

• Sales Force Automation– Must provide a linking to other relevent IT/Enterprise

systems

• Sales Management– Must graphically provide management with an

overview of all sales info in real time• E.g., historical data, back office, sales force performance…

• Marketing Management– Must organize, execute, track and analyze all

campaigns

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The Works and Ways

• Document Management– Requires Common…

• storage and linking area

• templates for quick document generation

• Tracking and logging of changes

• Sending and Tracking of all customer communication

• Data Management– Must quickly mine effective data out of system into

hands of decision makers.• Improves time to reaction

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The Works and Ways

• Project Management– Must be linked to marketing module for cost and

resource tracking

• Knowledge Management– Must collect, organize, and analyze knowledge about

customers• Action management

• Questionnaires

• Telemarketing Management– Must have complete tech support

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The Works and Ways

• Customer Self-Service Capabilities– Must have account insight, detailed inventory

information, service details/status, contact information...at the least.

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CRM in Motion

• Siebel Systems Inc.– Founded in 1993– Today: World’s Largest customer centric,

eBusiness application software provider– 2000 Revenue: $1.79 billion– 100% value-adding customer information

systems

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Siebel Systems Inc.

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Siebel CustomersFull Industry Spectrum!

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The Bottom Line

Strategic Customer Relationship Managemnt seeks to improve customer retention

through alignment of organizational vision, business processes, and personnel with

technology.

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Bibliography

• http://www.crmcommunity.com

• http://www.imarketingnews.com

• http://www.convergys.com

• http://www.siebel.com

• PowerPoint Presentation, “Damgaard CRM”, Damgaard World Compass; 2000

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