On the Go And In the Know: CRM For Mobile Customers And Agents Richard T. Brock Chairman and CEO...
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Transcript of On the Go And In the Know: CRM For Mobile Customers And Agents Richard T. Brock Chairman and CEO...
On the Go And In the Know: CRM For Mobile Customers And Agents
Richard T. BrockChairman and CEO
Firstwave Technologies, Inc.
Recent Tipping Point
• Why did the digital rolodex never take off?– A stand alone functionality
• The Palm changed that because it combined contacts and appointments and integrated with Outlook
A Good Question
• What does the 28lb. Compaq and the 2.3lb. Toshiba have in common?
Value of of PDAs and Notebooks
• Neither are true notebooks
– Tablet PCs and PDAs are a major Tipping Point
WIFI
• Raises the value of a PDA and notebook to the nth power– If a notebook or pda can’t be with you
and utilized simply, it is not useful– Up to the minute email– Critical customer interaction– Access to web-based applications– Working “outside the office” takes on
a whole new meaning
Character Recognition vs. Character Capture
• Bottom line is we need to capture all notes– Notes contain more than letters and
words – may contain drawings and charts– Document attachment is important
• Character recognition programs– “Missed the Boat”
Tablet PCs and PDAs supported by data synchronization or wireless is the new
paradigm
Beyond Email
• Automatically capturing “the story so far”– Auto attach – Sweeper on the receiving
function• Avoids “spam jam”• More importantly, integrity replaces
discrete islands
What is CRM?
CRM is a Strategy – Not an Application
CRM is a strategy based on the combination of systems, information, policies and
processes that empower organizations to deliver higher quality customer services
more profitably
The overall goal of CRM is to:
“Keep your customers, your customers.”
Building the CRM Strategy
A Great CRM Strategy…
• Realigns and reinvents business process• Is based upon the full range of
technology• Provides a complete view of information• Puts current applications to strategic use• Drives ROI for both the organization and
customer
A Great CRM Strategy… Realigns and reinvents
business process
• Business to Consumer– What happens when a customer experiences a
problem?– What can we learn from that experience?
• Business to Business– How do we react to problems?– How do we prevent problems from occurring?
A Great CRM Strategy… Is based upon the full range of
technology
• Database Integration• Networks/Internet• Relational databases• Browsers• Applications• Wireless
Technology
A Great CRM Strategy…Provides a complete view of
information
What you need to know When you need to know
itWhere you need to
know it
Changing the way we interact with customers
A Great CRM Strategy…Puts current applications to
strategic use
• Customer information• Service • Product• Sales
Current Customer Scenario Delayed
Access
The Customer
The Meeting
Delayed Access
Schedule follow-up using your PDA
Delayed Access
Sync PDA with laptop
Delayed Access
Enterprise Data
Sync Laptop w/Enterprise Data
(finally)
Delayed Access Problems
• Major opportunities for error – PDA Data is not current –
meeting time and date may not be available
– Data Synchronization Issue between PDA, Laptop and Enterprise
Result
Dropping the Ball and losing the
opportunity
Current Customer Scenario Direct Access
Direct Access
Enterprise Data
Direct Access Advantages
• Cut out wasted steps and Save valuable time
• Get it right the first time – schedule resources effectively
• Real Time Access to critical Enterprise Data
• Eliminate– synchronization errors– scheduling conflicts
Result
Success!
CRM Wireless ExperienceThe Future
• Agent calls a customer from PDA enabled phone
• CRM application tracks the call and documents activity– (who, date, time, length of call, etc.)
• Customer requests a meeting to discuss a service issue
CRM Wireless Experience The Future
• Agent schedules resources for the meeting
• Agent uses CRM application to create an audio note for all co-workers attached to the meeting activity
• All data is linked to client’s record • Bonus: Audio is converted to text,
providing a document of the call
How is this made possible?
• Interactive Voice Response• Speech to Text conversion• Hi-speed wireless networks• Next generation phone
technology– OS, data stores, multi-media,
etc.
Enterprise Value Proposition
• Enterprise Issues– Real-time access to critical customer
data– Current handheld methodologies have
been too complicated for real-time access
– Majority of data required is read-only– Hardware costs have been too high
and complications too frequent
What has changed?
• Next generation of wireless network is here. -WIFI-
• Sync just was too complicated – right problem/wrong solution
• Shortest distance is a straight line.
A Great CRM Strategy…Drives ROI for both the
organization and customer
Organization’s ROI• Increases revenue by eliminating steps
• Enables greater customer satisfaction through fast, reliable transactions thus creating loyalty and increased profits
• Provides smoother, more efficient information flow
• Simplifies user access to critical information
• Eliminates complex technology solutions that get in the way of business process
A Great CRM Strategy…Drives ROI for both the
organization and customer
Customer’s ROI
• Better service• Timely response• No problems!
Thank You
Reminder:
• Please be sure to complete your session evaluation forms and place them in the box outside the room. We appreciate your feedback.