crm architecture

Look Inside your Customers

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ACustomers

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


Supporting CRM processes at Customer Service

PABX Call Center

Billing

Sys

Point

of salesERP

Middleware

CTI

IVR

Customer

Lookup

Call

Routing

Voice Channel

Self-Care

Automatic Popup


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


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


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


Customer Service Processes: Loyalty program

• Automatic eligibility και 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


Customer Service Processes: Reporting

Integration of CRM platform with BI system:

Analysis of Service Requests and Trouble Tickets

Agent Statistics

Customer Care KPI’s


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



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.



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 customer’s 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.


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

,ATM’s,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


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


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.




You can contact us at [email protected] for more information

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