customer centric approach
TRANSCRIPT
Customer Centricity approach to maximize sales
effectiveness
Sandro Mora (4Cust Reply)
22
Customers are finding more options and ways to evaluatecompanies. Today, more than in the past, companies are
competing for customers. Customer satisfaction is a
must for company's success. In this scenario organization have
to listen, know, understand and support customers in order
to favour brandness. Oracle CRM On Demand solution supports customer centricity approach providing
powerful and flexible tools to empower customer
relationship allowing a Customer Experience aligned with new
Customers expectation.
Intro
Click to edit Master title style
Agenda
Customer evolution
Market evolution
Customer Centric approach
on Premises vs. on Demand
Oracle CRM on Demand evolution
CRM on Demand verticalizations
CRM On Demand as a customer centric service
Business case: TBS Group
44
Consumer map
investment in the
purchasing process
Traditional
channels
Lazybones
No technology
No culture
Traditional
Industrious
Sense of duty
Modern
Open to new
Technological
Dynamic
Social
Internet & Tech
Insecure
Standard channels
Loyal
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Customer evolution
58% is the internet penetration
in Europe.
Population( 2010 Est. )
Internet Users, PenetrationUser Growth( 2000-2010 )
Total World 6,845,609,960 1,966,514,816 28.7 % 444.8 %
Europe 813,319,511 475,069,448 58.4 % 352.0 %
Italy 58,090,681 30,026,400 51.7 % 127.5 %
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Consumer habits
Product approach tendences:
Female: internet sites & blogs.
Male: Price comparison & shopping
tools.
Il 62% of the users uses
internet to get information
about products they are
interested in.
77
Consumer habits
But also on social
network brands
reaches customer and
vice-versa.
Facebook is not only
popoular. It’s the social
network where you surf the
most.
88
Social network & brands
Facebook: the top ten
brand pages is all
included in the top 130
overall pages.
Nodes of Facebook net: people and interest groups.
Brands have a quite heavy presence on Facebook.
99
Social network & brands
Twitter tag search.
#vodafone….
1010
B2B search engines:
Business.com
BusinessWeek
Jayde
Zibb
GlobalSpec
Business customer habits
Also Business customer starts from generic search engines, but
uses in addition specific B2B search engines and specific industry
sites.
These tools together lead to a complete knowledge of the market.
1111
Market evolution
Consumer Business
Better knowledge
Contacting semplified
React to Competition
Building customer loyalty, brandness
Enhancing partnership
1212
Customer Centric Approach
Direct B2C
communication.
Customer driven content.
Contents download for
estimators.
Information gathering:
consumer profiling.
Why is Coca-Cola so popoular on Facebook?
Page is open to the estimators.
1313
Collecting information. Value to information:
Pro-active solutions
Pro-active marketing
Salesforce tools
the right information at the right time
Customer-driven processes
Adaptation to customer needs instead
of the old "engage-present-close”
Maximize one-to-one relatioships.
Enhance B2B & B2C collaboration
Value to Customer Experience
Customer Centric Approach
It’s all about
relatioship
and information
sharing
1414
Oracle CRM On Demand
What is Oracle CRM On Demand?
How does it help supporting Customer Centricity?
SaaS Customer Relationship
Management system
Comprehensive sales, marketing, and service solutions out of
the box:
marketing
sales
salesforce support
customer sevice
…
1515
On Premises vs. On Demand
VS.
1616
Investimento
Elapsed to reach Go Live: On Demand ≈ 1/9 On Premises
On Premises vs. On Demand - costs
Time
RO
I
Time
Go Live
~ 12 Months
Risk
Go Live
~ 6 Weeks
Value to
Customer
So
urc
e: G
art
ne
r, C
usto
me
r S
urv
eys
Risk
On Premise
RO
I
6 month
Breakeven
On Demand
27 month
Breakeven
Subscription HardwareArchitectural
designSoftware
SystemBuilding
Maintenance Upgrade
On Premises 0 X X X X X X
On Demand X 0 0 0 X 0 0
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On Premises vs. On Demand – project approach
Initial Requirements are less vinculating
Customer can experiment without huge risk.
Customer can easily enhance its CRM application
Customer can easily built their own CRM-IT office.
Project flexibility enables customer centricity
1818
On Demand vs. On Premises– project approach
On Demand - Project steps pipeline
Feasibility analysis
Functional analysis
Technical analysis
System Building
Requirements
definition
Acceptance
test
On Demand project approach allows a less strict project approach:
It’s possible to frequently review the application growth with the
user in order to better goal his expectation.
1919
Oracle CRM On Demand Evolution
2020
Oracle CRM On Demand Features
Salesforce supportall the customer hisory accessible in
a view.
Customer issues
Previous interactions
Partners
Important documents & presetations
Competitors
Active contracts
Expiring contracts
Aware & pro-active
customer
communication
2121
Oracle CRM On Demand Features
Marketing“leveraging best-in-class end-to-end
marketing automation solutions”
Automated Lead Assignement
Lead qualification tools
Campaign management
marketing
effectiveness
2222
Oracle CRM On Demand Features
Business Intelligence
Oracle CRM On Demand
includes a complete BI suite:
Analytics.
Completely integrated within
the application.
2323
Oracle CRM On Demand Features
Reporting access: from management to salesforce
2424
Oracle CRM On Demand Features
Integration
Built-in web services
accessible from all over the
world.
Integration queues
Mash-up
Dynamic web links
We
b p
orta
l
Contact update
std. Web service
Asset insert
std. Web service
Ora
cle
CR
M O
D
2525
Oracle CRM On Demand Features
PRM
Partner Relationship
Management
Control over indirect sales
channels
Maximize collaboration with
partners on leads
Opportunity & funds
requests
Collaboration on Service
Requests
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Oracle CRM On Demand itself is an example of customer centric
approcach.
Oracle CRM On Demand: customer centric service
Interested companies can easily get themselves
an account for free, and begin developing.
Every user can get support from My Oracle Support
User can express “enhancment request” according to their needs.
Technological partner can easily build demos
2727
TBS Group is one of the leading European
companies providing services for the public
and private health sector.
Case study: TBS Group
Clinical EngineeringProvision of outsourced and integrated managing and maintenance
services for all systems and technologies in the health field
e-Healthwith medical IT, telecare
and telemedicine services.
Operates in 12 countries:
Austria, Belgium, France,
Germany, England, India, Italy,
the Netherlands, Portugal,
Saudi Arabia, Serbia and Spain.
2828
Case study: TBS Group
BEFORE
no centralized customer database, no
formalized opportunity management.
Lead to customer conversion was not
tracked.
Customer database Excel based.
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Effort < 40 ggu
Case study: TBS Group
Oracle CRM On Demand platform supports sales and
sales force.
Detailed call for tenders management
Back & Front office interaction
Mobile access
Basic BI reporting
Control over competitor expiring contract
Multilanguage
Pre-recorded Leads
3030
TBS – Oracle CRM On Demand Entity Relationship Diagram
Case study: TBS Group
User entities and Oracle
entities in parenthesis.
Focus is on opportunity &
competitor related
records.
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Centralized customer information
Analytics avaiable to salesforce
Market share analysis
Pipeline effectiveness
Won & loose opportunities
Geographical analysis, Time analysis
Customer category analysis
Case study: TBS Group
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Q & A
Thank you
