CRM

What is CRM!?

Strategic Customer Relationship Management

CRM software

Integration of all technological customer interfaces

Front and Back end integration Maximizing the customer relationship

what is CRM!?

CRM hardware

Integration of all human to customer interfaces through technology

Creating order winners Maximizing the customer relationship

Functions Of CRM

Identify factors important to client Promote a customer oriented philosophy Adopt customer based measures Develop end to end processes to serve customers Handle customer complaints Track all aspects of sales Create a holistic view of customers sales and services information.

Component Of A CRM System

Operational : automation of basic business processes (marketing, sales, service) Analytical : analysis of customer data and behavior using business intelligence Collaborative: communicating with clients

Definitive Definition of CRM

CRM is ultimately what the company defines it to be depending on their business objectives

Five Views of CRM Marketing Automation Sales Automation Service and Service Fulfillment Customer Self-Service E-Commerce

Five Views of CRM

Marketing Automation

designed to get the right mix of the companys products and services in front of each customer at the right time. Collaborative tools that enable all parties to the transaction to interact with one another Serving existing customer base through problem resolution systems, workflow automation and field service dispatch systems

Sales Automation

Service and Service Fulfillment

Five views of CRM

Customer Self-Service

e-CRM. Capabilities that can be directly invoked by the customer on the internet via PC and wireless devices. capabilities such as shopping, marketplace, transaction and payment processing, and e-commerce security

E-Commerce

ROI

Costs and time can be daunting at first glance

When done correctly, CRM benefits are significant Absolute Patience Enterprise software ROIs typically take years to surface Complete support from janitor, CEO, and all in between Thorough and on-going education for the enterprise True understanding of calculated risks involved

With any enterprise software, ROI requires:

A Successful CRM

A successful CRM implementation with high ROI potential needs:

Properly trained Front Office staff Proper data and good use of it Proper workflow processes Proper integration of Front Office and Back Office Proper software to support the strategy Full support of top management

The Works and Ways

Sales Force Automation

Must provide a linking to other relevent IT/Enterprise systems Must graphically provide management with an overview of all sales info in real time E.g., historical data, back office, sales force performance Must organize, execute, track and analyze all campaigns

Sales Management

Marketing Management

The Works and Ways

Document Management

Requires Common storage and linking area templates for quick document generation Tracking and logging of changes Sending and Tracking of all customer communication Must quickly mine effective data out of system into hands of decision makers. Improves time to reaction

Data Management

The Works and Ways

Project Management

Must be linked to marketing module for cost and resource tracking Must collect, organize, and analyze knowledge about customers Action management Questionnaires Must have complete tech support

Knowledge Management

Telemarketing Management

The Works and Ways

Customer Self-Service Capabilities

Must have account insight, detailed inventory information, service details/status, contact information...at the least.

CRM in Motion

Siebel Systems Inc.

Founded in 1993 Today: Worlds Largest customer centric, eBusiness application software provider 2000 Revenue: $1.79 billion 100% value-adding customer information systems

Siebel Systems Inc.

Siebel Customers

Full Industry Spectrum!

Conclusion
Strategic Customer Relationship Management seeks to improve customer retention through alignment of organizational vision, business processes, and personnel with technology.