CRM & Customer Relationship Lifecycle
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Transcript of CRM & Customer Relationship Lifecycle
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using technology to meet with your customersJohann Lebel, Eric Stioui, Dan daCosta
october 2011
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2 using technology to meet with your customers France Telecom Group restricted
Premise:
1)The Customer Relationship Lifecycle getting more complex
2)Technology playing a bigger and more important role
what are the touch points?
where does technology play?
what is the role of IT?
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then
1 2 3
CRMTouchPoint
s
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now
Follow-up and loyalty program
I get some info, I do a benchmark
I exchange with my
community
"at home"
“on the move"
I look for the closest store, I get a coupon on my mobile
I have a look on commercials by scanning 2D
tags
"at store"
I'm recognized as "Gold
Member" and I'm led as
soon as I'm in the store
A virtual assistant leads me on the
web site
I'm informed via real time information
displayed on screens
I can pay with my mobile and
coupon
I receive a SMS confirming the delivery date
"After sales"
I call a live agent via
Click or by phone
I give my feedback about the product
“sharing"
I get some additional information on the web
TV associated to the product I've bought
I call a phone
number
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new car rental lifecycle
surf the Internet, see a pop-up ad that interests
you
see car to rent on the street
look at details by
scanning 2D tags
speak to an agent to close the
sale
receive SMS with directions
to the car
give feedback about the product
pay with mobile and
coupon
unlock car with NFC on mobile
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advertising at home
Sony BRAVIA® LED TV Sale - Edge LED Backlit HDTVs With Premium Picture Quality & Immersive 3D! - www.SonyStyle.com/3DBraviaHDTVsHSBC Premier - Overseas Banking - www.hsbc.comDriving changes with Orange! Cars by the hour, right where you want them - www.orange-businesscars.com/promo
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**********************************************************************************************************
Special promotion! Rent your car on a hourly basis while you are in Munich!
Look for our logo on any car you want and scan the 2D Code!
*********************************************************************************************************
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Orange?
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addressing labor costtechnology alternatives
technology alternatives:
IVR email chat
type of contact
cost per contacteuro
s
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your challenge
contact center management is about the proper balance between excellent customer service and cost
customer service
cost
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Kryptonite Bike Lock
http://www.youtube.com/watch?v=t8XxcOj3Seo
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13 using technology to meet with your customers France Telecom Group restrictedSource: Fortune
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new car rental lifecycle
surf the Internet, see a pop-up ad that interests
you
see car to rent on the street
look at details by
scanning 2D tags
speak to an agent to close the
sale
receive SMS with directions
to the car
give feedback about the product
pay with mobile and
coupon
unlock car with NFC on mobile
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list of technologies / applications
global call collection
context based advertisements
2D Tags
click to call
IVR
Avatars
multi-modal CRM
geo-location
context sensitive CRM
location-based services
cloud-based Contact Centers
Work at home agents
SMS
Near Field Communications
mobile phone payment
mobile phone identity management
social media
social media monitoring
…..
Areas Orange has services.
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1)The Customer Relationship Lifecycle getting more complex
2)Technology playing a bigger and more important role what are the touch points? > Many!
where does technology play? > Everywhere!
the role of IT > support the business with the proper application and management of technology