Customer Relationship Management

CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had purchased, and so According to one industry view, CRM consists of:

Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns and generate quality leads for the sales team.

Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple

employees, and streamlining existing processes (for example, taking orders using mobile devices)

Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.

Providing employees with the information and processes necessary to know their customers, understand and identify customer needs and effectively build relationships between the company, its custome base, and distribution partners.

ENERGY SECTOR
Privatization across power sectors in India has brought in a lot of improvements to the existing regulated system. Many technical improvements have taken place and many new technologies have been transferred from developed countries in order to maintain reliability. But across all these, power sectors have forgotten one important aspect that drives any organization; CONSUMERS/CUSTOMERS are the one who drive any organization and a power sector is not anything different. In India it was the power sector who ran the consumers but that was at one point of time when it was a regulated environment. With de regulation setting in, it has been the other way round and private players are facing an enormous task of satisfying the ever unsatisfied consumers. In a deregulated and competitive environment, excellent customer service and sound customer relationships are critical to the sustainability and success of an electricity distributor. These private power companies are striving to establish a fruitful relationship with its customers. It becomes pertinent to mention here that over the past two years, these private players have adopted a high technology route to providing customer service. These include the introduction of multi-service Contact Centers, implementation of new service processes and value chains, increasing the payment options and channels available to customers, and the introduction of a customer service web site. But this is not enough as implementation of new service processes does add value but the need at this hour of reform is to streamline the existing processes. But, at the outset, proper training should be implemented so as to de vein the regulated mindset of the employees.

There exist some gaps in systems integration, information, processes, staff skills and experience. These private companies can use CRM strategy to close these gaps to improve the cost-effective delivery of quality services to the various customer segments - from the smallest domestic to the largest industrial customers. CRM is an integrated approach to identifying, acquiring, and retaining customers. By enabling organizations to manage and coordinate customer interactions across multiple channels, departments, lines of business, and geographies, CRM helps organizations maximize the value of every customer interaction and drive superior corporate performance. CRM key principles can be embedded into the above processes for better performance in the field of customer/consumer satisfaction. They are:

Focus on Customer Satisfaction - A Single point of contact - Ownership of requests, feedback and closure Providing front line staff with an integrated view of the Customer - Integration into production systems - Logging all interactions - Consolidated data view Management of Workflow - Capability for initiating actions - Monitoring progress - Chasing up exceptions - Management of Service Requests from case opening to case closure Provision of a Knowledge Repository - Central information source

- FAQs, Outage information, Policies and Procedures of Indian Power Distribution Sector.

HIGH TECHNOLOGY APPROACH TO CUSTOMER SERVICE

Since the time of de - regulation, companies over the last some years have brought about a significant change in the methods that they used to service its customers. There has been no significant growth & satisfaction in the consumer base because there lacks a connection between the electrification program & the way the customer service departments operate. So, its time to adopt new processes, new methods, and new systems in connection with the objectives that led to de regularization of electricity industry in India Some of the points of a typical service business system, which seems to help these private power distribution organizations in their revenue generation, are as follows: 1. Customer Contact Centres: These contact centers provide the complete spectrum of customer services - from dealing with applications for supply to handling electricity supply problems and account queries, receiving meter readings from customers, providing a wide range of information, and handling all manner of service requests from customers. The Contact

Centers also provide services such as notifying customers of planned outages and making follow up calls to newly connected customers. 2. Staff at Units & Sub - Unit Level: Adequate & experienced staff is provided at every unit & sub unit Level which is where ultimate accountability for the customer lies. Every customer is linked to a person that is accountable for their service be it the manager at the sub unit level or a Key Customer Executive for one of the large customers. 3. Standardized Value Chain & Processes: They define how each of the spectrums of service interactions with customers is to be handled by front line staff, and how work is to be routed to responsible specialist departments such as Account Operations, Field Services or Finance for execution. The fundamental underlying principle for all of these processes is that all routine work should be automated and handled centrally. 4. Systems & Databases: A very good system has to be in place for reliable data flow and be able to support a huge amount of data as is required for these power distribution companies looking at its huge consumer base. NDPL has used Microsoft SharePoint Portal solution as well as Exchange 2000 to create an Intranet which uniformly makes the management vision, strategy and internal announcements available online to all employees. Even articles and letters from the Chairman are put online and employees are encouraged to regularly update themselves on the strategic direction that the company is taking. The portal also has a technical section, which provides employees information on customer feedback and latest trends in the market.

The benefits that came from this implementation is that NDPL had a centralized management infrastructure, which reduced the solution deployment, management and maintenance time significantly. In addition, it has made the day-to-day management of the solution simpler and cost effective. 5. Niche Technologies: These technologies provide innovative solutions to parts of private power companies operations that face particular and unique challenges in the Indian environment. These include Geographic Information Systems; Meter reading via remote access or hand held data loggers; Prepayment metering technology; and the use of cell phone Short Message Service (SMS) to notify customers of planned outages and also line men for any complaint to be resolved later.

PROBLEMS IN THE CURRENT SCENARIO

The main gaps that still exist and prove to be an obstacle in implementation of CRM are: 1. Data quality: The data inherited during the take over was incomplete & absurd in some cases. It is now continuously being addressed with ongoing audits & clean ups. This task is expensive, enormous & essential for proper valuation and co-ordination. 2. With private players taking over the regulated distribution sector lack the particular base data of its consumers in order to provide a personalized service. Blame it on the incomplete & absurd database inherited from the

then regulated environment companies where technology was abhorred because the employees then lacked initiative and were afraid of change. 3. As customer requests translate themselves into activities and tasks that flow along the process chain, out of the Call Centre, into the organisation, through many departments and over large geographic distances, it is essential that systems provide the means to control the routing, monitoring and control of workflow. 4. Just as important is for the systems to feed status information feedback from the business back to the front line service agents, who in turn can keep the customers informed on the progress and status of their individual request as it follows the processes. 5. Low levels of integration between service channels. It is essential for the service agents to have all the details of customer interactions that may have taken place via all the possible service channels that the customer can choose phone, fax, mail, web, face to face, etc.

OPPORTUNITIES FOR IMPROVEMENT

Various Opportunities to improve customer service and business efficiency can be followed to push private power distribution organizations in India to world standards:

a) Customers need to be offered a range of service interface channels that they can choose to use as best suits their needs (telephone, internet, payment in supermarkets, etc). b) Self service channels such as Web Sites and Interactive Voice Response systems dealing with simple telephonic services such as account balances, submission of meter readings, automated fault reporting and information on planned maintenance outages are another great way to give prompt, accessible and cost effective service. d) Up gradation of Contact Centres (including Call Centers) . This is necessary because the wait time for consumers as of now remains high. Introduction of Virtual Call Hold System can also help reach out to the consumers whose complaint could not be registered either because all lines were busy or because a customer service agent was not available. f) Incessant pressure to reduce costs, improve customer service and offer more customized services has resulted in many mergers and acquisitions. Likewise, pressures to maintain low prices and support diverse customer needs increases the importance of economies of scope. E Business could be the solution.

PROPOSED CRM STRUCTURE FOR PRIVATE POWER DISTRIBUTION ORGANIZATIONS

These organizations need to refine the service processes that were developed over the past few years of business transformation and process reengineering. These refinements should follow the best practice process

sequences that are supported by world class Contact Centre and CRM systems. These processes might include 1. Customer interaction processes the generic sequences of events that are followed in handling customer telephone and IVR calls, web transactions, and dealing with messaging-based transactions (email, fax, mail). Both inbound and outbound flows are to be described. 2. Resolution processes to be followed for each of the spectrum of service interaction categories and types. Many of these processes describe how service requests are to be resolved immediately within the Contact Centre environment, while others provide the triggers and interfaces to Value Chains and Processes elsewhere in the business. 3. Management processes for planning, resourcing, monitoring and controlling the service interface channels. 4. Skills based routing to route work to agents with language skills and with strengths in dealing with different categories of service, and in handling different interaction media.

CASE STUDY
Siebel CRM Systems, Inc. was a software company principally engaged in the design, development, marketing, and support of customer relationship management (CRM) applications. The company was founded by Thomas Siebel in 1993. At first known mainly for its sales force automation products, the company expanded into the broader CRM market. By the late 1990s, Siebel Systems was the dominant CRM vendor, peaking at 45% market share in 2002. Siebel Systems uses a Customer Experience (CX) Blueprint, which is a usercentered approach to product strategy that ensures the needs of customers are met regardless of channel or delivery model. As a physical artifact, the CX Blueprint consists of a set of user experience, technical, and product blueprints that together are used to set product direction.[5] Siebel CRM Systems Type Subsidiary Industry Software & Programming Fate Acquired by Oracle Founded California, USA (1977)[1] Headquarters Redwood Shores, California, USA Key people Lawrence (Larry) J. Ellison, CEO Jeffrey O. Henley, Chairman of the Board Safra A. Catz,

Models in crm materials in 2009

During 2009 we have posted a lot of article related to CRM, especially Oracle Siebel CRM in this blog. In the end of this 2009, we would like to list the best of the best article according to user pageview. Here's the top 3 article in the Siebel CRM Materials blog:

1. Siebel CRM Main Modules Siebel CRM Systems as main player in CRM Industry provides basic modules generally used in the CRM industry. Such modules involves general business process in CRM. Those modules are - Siebel Sales Module - Siebel Marketing Automation Module - Siebel Service Module 2. Siebel CTI What is Siebel CTI? Siebel 7 CTI integrates the Siebel Web Client with the CTI middleware and the telephone switch through the Siebel Communications Server infrastructure. The telephone switch provides notification of telephony events through the CTI middleware to the Siebel Communications Server, then The Siebel user interacts with the telephone system with the Siebel Web Client. 3. Siebel EAI (Enterprise Application Integration) Siebel EAI provides components for integrating Siebel Business Applications with external applications and technologies within your company and is designed to work with third-party solutions such as those from IBM, TIBCO, WebMethods, and others

What is Siebel CRM?

Siebel CRM is a software program that helps a company with their CRM processes. Siebel CRM boasts customer order management, contact management, and other data management features. Siebel CRM is part of the Oracle family. Siebel CRM runs as a standalone program.

Prophet: Prophet is a CRM program designed and produced by Avidian. It

is a plug-in to Outlook. It assists companies in collecting, organization,

sharing, and reporting on data. It focuses on contact management, sales management, and opportunity management Reviews of Siebel CRM and Prophet: The reviews of Prophet, including industry reviews and customer reviews show that Prophet offers a great reputation over Siebel CRM. Prophet boasts outstanding customer reviews that show that companies have a great experience when they use Prophet. From install to use to customer support, Prophet is top-notch. Prophet can even boast a four star review from PC World and top industry awards for outstanding CRMs which is something Siebel CRM just cant match. Siebel CRM customer reviews are scare and industry reviews are rare. Anytime you look to implement a program such as Prophet or Siebel CRM, reviews can give you a very good idea as to how they are going to perform. Looking at the reviews you can see that Prophet is an obvious choice over Siebel CRM.

How they do E-CRM?

Welcome to SiebelGuide.com. This website is dedicated to provide information about how to develop a Siebel CRM software. In this website you will find most of the topics you need to get started with developing Siebel CRM. Choose topics starting from basics of Siebel CRM to advanced topics like EAI, EIM, scripting. We have also included Forums and Blogs to help you further.

Conclusion
A CRM program such as Prophet and Siebel CRM can be an essential part of any business. Both Prophet and Siebel CRM are intended to help you run an effective CRM program.

APA CITATION References:

Web articles:o CRM PROCESSES ACROSS POWER DISTRIBUTION

SECTORS IN INDIA from

http://www.energypulse.net/centers/article/article_display.cfm? a_id=1017

o Case study:o http://siebelcrmmaterials.com o http://iserviceglobe.com/survey/?gclid=CJPthK-

_26oCFcl66wodGXw66w
o http://www.crmbuyer.com/story/35518.html?wlc=1314793646