Microsoft Dynamics CRM 2011- What's New in CRM 2011 PPT With Notes
Ppt 4 - CC and Enterprise CRM
Transcript of Ppt 4 - CC and Enterprise CRM
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
1/12
Customer Relationship Management&
the Contact Centre
Placing the customer at the centre of a largemulti-brand conglomerate
David FordStrategic Advisor, Al-Futtaim Group
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
2/12
Leading strategic thinkers are moving beyonda focus on traditional product and services development
to pioneer development of business processes,distribution, value chain, business models and evenfunctional management McKinsey Quarterly
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
3/12
Agenda
An introduction to the Al-Futtaim Group
Customer Relationship Management and why the Contact Centre is key
Challenges and Approach
What drives a great Contact Centre experience
Criteria for Solution Selection Closing Comments
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
4/12
An introduction to theAl-Futtaim Group
Founded over 80 years ago More than 50 companies within the group Home to multiple leading brands
Some trivia Electronics
One in every 3 households in the UAEhas at least one electronic or home appliance product from Al-Futtaim.
AutomotiveFour of every 10 cars on the roads of the UAE are from Al-Futtaim.
RetailEvery 3 seconds, a purchase is made from an Al-Futtaim retail outlet.
Large and diverse company
Serve large and very diverse customer segments
Providing a consistent customer experience across the diversity is a challenge Knowing our customers well enough to effectively cross-sell is a further challenge
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
5/12
Maximizing the Customer Engagement
Customer Satisfaction: Who are our customers and what do they think of us? How do we ensure positive customer interaction at every contact?
Incremental Revenue: How do we create incremental revenue streams by up and cross-selling to our
customers?
Reduce OPEX:
How do we use tools to optimize productivity? How do we standardize on the solution and reduce IT costs? How do we optimize our marketing spend?
Operational Excellence: How do we drive adoption of best practice?
What organizational structure will enable a customer engagement strategy? How would we measure success? How can we share information in a transparent way and leverage effectively?
It is 5x more expensive to gain a new customer than retaining a
current customer
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
6/12
Segmentation Behavior Modeling Scoring and Targeting
Campaign Management
Pricing
Promotion
Win/loss analysis
Concept Development
Feature and Function
Prioritization
Customer PanelManagement
Cost Positions
requirements
Management
Competitive Intelligence
and Research
Sales Forecasting
Lead Management
Bid and QuoteManagement
PipelineManagement
Cross selling
Personalization
Order Management Presales Experience
Offering Delivery
Interaction management and help desk
Queue management and escalation Service broadcasting
Share-of-wallet
analysis
Loyalty program
Management
Retention
Management
Win-back campaign
Management Collaborative
Innovation
Developmentof
Offering
Superior
Experience
Sales
Retention
and
Win-back
Targetin
g
and
Marke
ting
CENTRALISEDCONTACTCENTRE
Comprehensive Customer RelationshipManagement (CRM)
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
7/12
A Centralized Contact Centre Experienceis key to a Successful CRM Strategy
Based on market survey in EMEA* 73% of customers will do business with a company based on a great call centre
experience 15% will do this even if prices are higher 52% of customers stated that the last time they stopped doing business with a
company was partly or wholly due to poor customer service 40% of customers have stopped doing business with a company due to poor call
centre experience
Further customer feedback
89%93%
63%
88%
Want to receive pro-activecommunication
Are frustrated by long hold times Would prefer a call back Would have positive opin ion if received curtsey call
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
8/12
Proposed Approach to CRMDevelopment
Focused drive on enhancing the Customer Experience supported by best practicebusiness process, KPIs and benchmarking
Increase customer satisfaction
Strive towards operational excellence
Embed strong Change Management to deal with cultural changes requirement
Centralized Contact Centre to manage the inbound engagement (and later, outbound)with consistent customer experience and retain brand ethos
Centralized Customer Data Base (with brand differentiation)
Customer segmentation for outbound campaigns
Phased rollout across the Al-Futtaim Group
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
9/12
What Drives a Great ContactCentre Experience
1. Personalize the customer service experience
2. Deliver first-contact resolution with streamline
Interactive Voice Recognition systems3. Connect customers with the most suitable
agents (eg language of choice)
4. Vary service levels by segment/brand
5. Offer a broader choice of customer servicechannels (ie all media types)
6. Organize customer service resources creatively
7. Delight customers with pro-active contact
8. Measure performance appropriately
9. Ask for feedback
10. Keep measuring and innovating
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
10/12
Infrastructure Solutions
Criteria for Solution Selection
Solution had to be recognized as best in class (were looking for worldclass best practice!)
Ability to scale as well as support future growth
Integration into SAP was an imperative
Referencability Partners ability to provide ongoing support
Contact Centre ManagementSolution
Systems Integrator Partner
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
11/12
Closing Comments
CRM requires a cultural change with organizations
CRM can be enabled by technology, but this alone will not deliver business
benefits Change Management is vital
The Contact Centre is often the most common interface the customer has witha company and it clearly needs to be excellent
The Contact Centre is at the centre of a CRM Strategy
The customer experience needs to be consistently enhanced
Customer segmentation/differentiation is next step in the evolution
Its an ongoing business process and will create sustainable competitiveadvantage
Remember: if you arent listening to your customers, your competitors
will
-
8/14/2019 Ppt 4 - CC and Enterprise CRM
12/12
Thank youDavid Ford
Strategic Advisor, Al-Futtaim Group