Look Inside your Customers

D
N
A
Customers
CRM Systems Architecture
WWW.CUSTOMERS-DNA.COM
FREE Presentation - Sept 2010
A CRM system should support:
Customer Service processes
CTI (Computer Telephony Integration)
IVR (Interactive Voice Response)
CS Agents
Trouble Ticketing
Loyalty program
Reporting
Campaign Management System
Sales support to key accounts
Point of Sales
Introduction
WWW.CUSTOMERS-DNA.COM
Supporting CRM processes at Customer Service
PABX
Call Center
Billing
Sys
Point
of sales
ERP
Middleware
CTI
IVR
Customer
Lookup
Call
Routing
Voice Channel
Self-Care
Automatic Popup
WWW.CUSTOMERS-DNA.COM
Customer Service Processes: IVR/CTI
IVR
Provide guidance to customers calling Customer Service
Real-time integration with back-office systems offering updated
information to customer enquiries (e.g. customer balance through SAP)
Order entry application for loyalty program
CTI
Multi-site support
Advanced routing of incoming calls based on customer value
Predictive Dialing for outbound campaigns (integration with CMS)
Real-time call center statistics
WWW.CUSTOMERS-DNA.COM
Customer Service Processes: CS Agents
Support all types of customers (consumer, business)
Real-time integration with CTI
Smart Scripts
Unified support environment for the front-line agent, connecting in real-
time with
ERP
Billing systems
CRM platform (campaigns, TT etc.)
Integration with BI environment
Support for Trouble Ticket processes
WWW.CUSTOMERS-DNA.COM
Customer Service Processes: Trouble Ticketing
Single point of recording all customer complaints
Streamlined communication between front-line agents and back-office for
TT resolution
Streamlines the Complaint Management Process
WWW.CUSTOMERS-DNA.COM
Customer Service Processes: Loyalty program
Automatic eligibility point accumulation
Incorporation of Loyalty program statements in customer bill
Redemption order entry via IVR, Call Center, Shops
Support for full order fulfillment cycle (order entry, approval, fulfillment)
Integration with the billing system for points redemption through credit on
the bill
WWW.CUSTOMERS-DNA.COM
Customer Service Processes: Reporting
Integration of CRM platform with BI system:
Analysis of Service Requests and Trouble Tickets
Agent Statistics
Customer Care KPIs
WWW.CUSTOMERS-DNA.COM
Campaign Management System
CMS bridges the gap between
Analytical CRM and Operational CRM
Business
Intelligence
Data Mining, Customer Profiling
Value Segmentation, Usage Segmentation
Campaign Execution
Analytical CRM Operational CRM
WWW.CUSTOMERS-DNA.COM
Campaign Management System
The Campaign Management System (CMS) should provide:
Increased productivity (ability to develop and test campaigns with less effort)
Sophistication (ability to create more complex campaigns via a graphical environment
than would be achievable through more manual techniques)
Automation of execution (ability to execute campaigns with less effort and with lower risk
of error).
Automation of offer assignment (ability to assign automated all the offers to the right
operational system (billing or financial).
Degree of automation and control
Linkage with operational systems, CS and POS.
Advanced reporting.
Cross-Up-sell actions during inbound call
A CMS should allow:
Quick planning,
Data and segments Preparation
Scheduling and Execution of marketing campaigns
Measuring response, contact rate, success rate etc.
WWW.CUSTOMERS-DNA.COM
Campaign Management System
Business Benefits
Delivered solution should allow automating typical steps and optimization of
resources and implementation of business contact rules what should lead to:
Improvement of acceptance & contact rates for offers.
Lowering communication costs.
Increase customer satisfaction through more timely and relevant communications,
using customers favored channels.
Reduce workload of IT personnel in Campaign Development and Execution.
Automate offer assignment in order to avoid errors.
Overall control of campaigning plan.
Overall improvement in ROI.
Avoid customer abuse from over communication.
WWW.CUSTOMERS-DNA.COM
Sophisticated Selection of
Customers based on Rules
and Triggers
Administration and Control
of a large number of
Campaigns running against
large Databases
Linkage with Operational
Systems such as Customer
Service and Point of Sales
Monitoring and advanced
Reporting for measuring
campaigns effectiveness
Campaign Management System architecture

Real time
integration with
Operational sys
(Billing sys, ERP
,ATMs,Shops,etc.)
CRM sys
OLTP DB
CMS OLAP DB

CMS server
ETL
process
BI environment
Info from DWH,
data mining etc
CMS tool

CRM application
WWW.CUSTOMERS-DNA.COM
Sales Support to Key Accounts
Management of Leads and Prospect customers
Management of contacts within customer organization
Customer relationship with competitors
Automated scheduling of pre-sales activities based on potential of prospect
customer
Automated scheduling of post-sales activities
Calendar
Effectiveness of Sales reps
WWW.CUSTOMERS-DNA.COM
Point of Sales Vision
The big Challenge is to assure a consistent and unique customer view among
all Channels (to move from a product view to a customer view).
CRM system role:
Increase capabilities of Sales agents via a user friendly tool
Deliver quality information enabling the agents to perform their role effectively
and efficiently
Capable to provide the necessary information making the customer feels
unique
Ability to process data rapidly and recommend relevant add ons, services,
campaigns etc.
WWW.CUSTOMERS-DNA.COM
WWW.CUSTOMERS-DNA.COM
WWW.CUSTOMERS-DNA.COM
You can contact us at Info@Customers-DNA.com for more information