Interaction Management in CRM’s Channels and Knowledge.

Interaction Managementin CRM’s

Channels and Knowledge

Consulta Meta I.M. inc. “Leaders in their roles”

Consulta Meta I.M. 2

Table of Contents

• Customer Relationship Management (CRM) - an enterprise strategy

• Sample functional flow - fulfilment tracking

• The EIM(*) business model

• The EIM(*) operational model

• A live model - back & front office touchpoints

• CM-IM Service Offering

• Benefits Strategy

(*) Enterprise Interaction Management


Marketing

Sales

Product DeliveryServicing

Finance

Client Relations

Requester Experiences

Provider Processes

Target marketing Lead generation Product development Business relations

Retail/Partners Sales force Prospecting Order entry Order tracking

Network planning Product engineering Procurement Access development Provisioning Fulfillment tracking

Service management Monitoring Quality of service Operations

management & support Customer self-

servicing Log & Reporting

Billing Inquiry Payment options Collection and fraud

Fault recovery Service level

agreements Customer Value

Fulfillment Customer routing &

servicing Help Desk Services

Exchanges

A Client Focused Business Strategy


Target marketing Lead generation Product

development Business relations

Retail/Partners

Sales force Prospecting Order entry Order tracking

Network planning Product

engineering Procurement Access

development Provisioning Fulfillment tracking

Service management Monitoring Quality of service Operations

management & support Customer self-

servicing Log & Reporting

Billing Inquiry Payment options Collection and fraud

Fault recovery Service level

agreements Customer Value

Fulfillment Customer routing

& servicing Help Desk

Services

Marketing Sales Product Delivery Servicing Finance Client Relations

Typical TELECOM example

Fulfillment tracking



Learn

Buy

GetUse

Pay

Support

Marketing

Sales

Product DeliveryServicing

Finance

Client Relations

Requester Experiences

Provider

Processes

CommunicationChannels and Conversations

Enterprise I.M. - Business Model


Marketing Sales Product Delivery Servicing Finance Client Relations

Learn Buy Get Use Pay Support

Requestor Experiences

Provider Processes

Interaction Management Life Cycle

CommunicationChannels and Conversations

Building profilesWith time


‘Interaction ManagementAcross all CRM initiatives’

Applies Proactive Business Intelligence (BI)

Leverages Qualified Knowledge (KM)

Enables Front Office Convergence


FulfillmentTracking

ProviderRequester

ClientCare

Sales

A Typical CRM Conversation

Campaigns

KM

BI

< Exchanges

Exchanges

>

Exchanges >


• Provide one-stop exchange-value• Provide focused interaction expertise• Maintain honeycomb of interaction specific data

Single Profile for all business lines

A Relationship-centric Approach

To:

Markets

& Sales

Financial Services

Technical & Service Support

Operations

Management and Provisioning


Exchanges >


Enterprise I.M. - Operational Model

Client

Com

m. C

hann

els

& T

ools

Extra/Intra Net

WFM

Employees,Partners & Suppliers

Staff

WEB

e-Mail

Business Processes

Support services

Interaction services

CT I

Client

Back-office systems

E-Business- External Systems

Middleware

Exchange Functions & Attributes

KM

Interaction Control Engine

Work Force Management

Knowledge Management

ExchangeManagement

Customer Profile

Resellers

ServiceAutomation

(Fulfillment Tracking)

Front-officeFront-office

Interaction Repository


Enterprise Suite Blueprint

ClientEmployeeSupplierPartner

Com

m. C

hann

els

& T

oolsProvider

Interaction Repository

Front-office

Interaction Management

EAI

Enterprise Data Access

Back-office

e-Business

e-Com

Web Applications

Document Management,

Workflow & Measurements

CRM

Business Applications

Requester

Exchange Management

K. Management

B. IntelligenceExternalSystemsAccess


EnterpriseInformationWarehouse

Air Company X-Star System- Interaction Repository -

Target Marketing

Distribution

Research & Development

Business Relations

CustomerInformation

EmployeeInformation

SupplierInformation

PartnerInformation

In-FlightServices

Claims

RegionalCarriers

Financial Systems

HR Systems

Production Systems

Marketing, Sales & Service

Business Applications

Physical Touch Points

Interaction ManagementLinks

StarAlliance

Aeroplan

ExecutiveOffices

CentralBaggage

Office

LHRCustomerSolutions

YYCCustomerSolutions

RES IIIreservations

refunds

CICOPSUMRES-info

IrregularOperations

OPSISHistoricalPNR

The Passenger

Back-Office & Front-Office Links(an airline example)


Consulta Meta I.M.Service Offering

Methodology


Leadership

Adventure

Management

Initiatives

Vision

L.A.M. - Leadership Adventure Management

Benefits

(Methodology)


To provide capabilityfor client self-service over the WEB

Provide capability for bundling support services

Provide capability forprofiling clients

Elaborate a CRM strategy from clear business goals

Client service interaction %to the WEB

Decrease% clientreferrals

Reducecost ofservice

Increaseclientsatisfaction

Re-engineer call centre operations

Implementloyalty and benefit sharing programs

Implement client service WEB-site

Programs PerformanceMetrics Benefits

Increase access to services

Enterprise management

Enterprise business lines

Enterprise as a whole

InitiativesVision

Information & referral

Coordinateclient data across Operating Units

Improve service delivery

CRM Enterprise Benefits Strategy


Leadership Adventure Management


Programs

Performance

Metrics

Benefits

Enterprise management

Enterprise business lines

Enterprise as a whole

InitiativesVision

Commencement Steps:

• Establish organizational structure to manage CRM programs

• Involve participants from all business lines Marketing & Sales, Management & Provisioning, Operations, Technical & Service Support, Financial Services

• monitor initiative performance

• monitor program business value (preformace + benefits)

CRM - Enterprise Strategy


Interaction Management

IDENTIFY EVALUATE CRITICIZE SUPPORT PROMOTE

Leverage the need

with solution comfort-level

within the business line

Ease of delivery

To provide capabilityfor client self-service over the WEB

gradual


(in house)

Consulta Meta I.M. inc. “Leaders in their roles”

Interaction Management in CRM’s Channels and Knowledge.

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