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Management
Field Personnel
Are we taking a
Customer holistic approach to
Agents/Distributors Relationship our customers across
Structure processes and
Call Center channels?
Retail
The Customer
Capture Customer Data and Measure Results
StoreCapture
Data, Mine and Make
DataInformation
and MeasureAccessible
The CRM Customer Results
Dynamic
Take Action to
Enrich the
Capture Customer Data and Measure Results
Customer
Relationship Build and
Capture CustomerManage
Data and Measure Results
Customer Value
Customer
Touch
EIS Segmentation Call Centres
Point
Integration
Market Customer Sales Process
OLAP
Research Profitability Automation
Statistical
MetaData Modeling
Organization
People
The
The building
building blocks
blocks of
of CRM
CRM are
are the
the things
things that
that need
need to
to be
be in
in place
place for
for an
an effective
effective Customer
Customer
Relationship
Relationship management
management program
program
The Enabling
Technologies
Call Centre
Sales Force Automation
e-Business
Call Centres - Definition
Call centres are a key enabling arm of Customer Relationship Management. A well
designed call centre will integrate people, process, and technology to improve
operational efficiency and maximize the value of the customer relationship for both
inbound and outbound contact.
Call Centre
Technologies
People Process
IVR ACD
♦External customer ♦Marketing / up-selling
♦Internal customer ♦Technical support
♦Sales Force ♦Product support
♦Support team ♦Service support
♦Back-office ♦7 x 24 support
♦Technical staff CTI
Information
ReduceSell Cycle
ImproveCommunications
ImproveManagementEffectiveness
TeamSelling
DecreaseCosts
ImproveMargins
ReduceAdministration
IncreaseSell Time
ImproveForecasts
CurrentInformation
ee--Business
Business is
is all
all about
about integrating
integrating the
the internal
internal and
and
external
external processes
processes between
between business
business partners
partners and
and customers
customers..
e-Business - Benefits
On average, it costs about $5 - $50 per query
to support via phone
On average, it costs about $1 - $3 per query to
support via E-mail
On average, it cost less than $1 per query to
support via WWW
Models of Customer
Relationship Management
The Evans and Luskin (1994) model
for effective
Relationship Marketing
Relationship marketing inputs
•Understanding customer expectations
•Building service partnerships
•Empowering employees
•Total quality management
Relationship marketing outcom
•Customer Satisfaction
•Customer loyalty
•Quality products
•Increased profitability
Assessment state
•Customer feedback
•Integration
(Evans and Luskin, 1994)
Sales Force Automation
• 35-40% of all CRM activity
• Manages lead generation, tracks movement
of leads through the pipeline, allows better
usage of customer data, integrates
activities across sales channels, simplifies
relationship management, forecasts for
opportunities (SWOT)
• Goldmine and SalesLogix are examples of
prepackaged SFA solutions.
• Ex. Staples used SFA to integrate catalog,
online, in-store sales efforts directed at its
best customers
Customer Service and Support
(CSS)
• 20-25% of CRM
• Assign, escalate, and track trouble tickets,
inquiries, solution attempts through
resolution
• Provides information to support customer call
center activity
• Gleans customer data from those interactions
and records it in SFA for later use
• Remedy, Siebel, Vantive, and Clarify are
major vendors
• Ex., 3M Adhesive Products division
Help Desk
• 15-20% of all CRM
• Allows individuals to access network
database to solve their own problems
or find information.
• Can be internal or external
• Offers many bottom-line savings
• Human Click, Tivoli, LivePerson, are
providers
• Ex., Land’s End Live allows customers
browse FAQ’s but also click a link to
talk directly with live representative.
Field Service CRM
q3-5% of all CRM activity
qMobile service technicians can log
information about work orders and service
calls, as well as access information from the
remote site.
qCan feed information from customer
problems into SFA for salesperson leads.
qMarket information can be gathered and
logged into central database.
qEnsures appropriate resource allocation by
matching available resources to job
requirements
Marketing Automation
q 3-5% of CRM, but growing 5X faster than all others
q Interfaces with data warehouses and data mining
activities to tailor page views, products, and
promotions, so that the right offer goes to the right
person at the right time.
q Can interact with SFA to support field sales efforts
q Provides customized customer interactions critical to
segment of one marketing, mass customization,
customerization, etc.
q www.webgroove.com, Epiphany, Oracle, Siebel, and
Personify are leaders
CRM Vendors
Vendor CRM Market Position
•Acknowledge leader
•Very integrator focused
•Excellent product
•Number 2, but struggling
•Bold announcements
•Claim high strategic priority
Trends in CRM
Analytical CRM
CRM Goes Mobile
Integrated Approach for CRM
CRM and the Internet
Vertical CRM
Outsourcing CRM
Midmarket Trends
•
• THANK YOU