customer relationship management
DESCRIPTION
Good practice for a multi-disciplinary approach to customer relationship management and the effect on corporate strategy of companies. Lack of CRM can lead to loss in market share and consequently profitability.TRANSCRIPT
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Customer Relationship ManagementAssessmentIn the new customer-driven economy, the customer wields considerable power in the form of comparative
shopping information and choice. To survive in this environment, a business must meet demands not only
for products and services but also for a rewarding customer service experience. No customer relationship
management (CRM) software can create superior customer relationships. That is the job of everyone who
touches a customer.
O p e r a t i o n s R i s k M a n a g e m e n t
KPMG can help you analyze your customers experience and their willingness to providerepeat business. Our Customer Relationship Management Assessment uses proprietary toolsthat help our professionals assess your companys performance at each customer touch point.We can help you identify and assess process risks and inefficiencies that could prevent youfrom acquiring, retaining, and servicing the most profitable customers.
KPMGs Approach A comprehensive understanding of strategic and tactical processes is critical to successful CRM.We analyze your companys CRM portfolio, which encompasses processes, objectives, key per-formance indicators, systems, and organizational infrastructure. This includes detailed reviewsof areas such as data analytics, brand and image, customer segmentation, marketing activities,sales delivery, customer service delivery, information management, financial management, andhuman resources. Collaborating with your team, we can evaluate CRM risk exposure by under-standing the magnitude and likelihood of risk affecting your CRM processes.
Assessment ActivitiesKPMG looks at the entire customer experience and how it can be transformed through a con-tinuous learning cycle of relationship management. We evaluate each of the five key CRMprocesses, described below and their subcomponents, assess their dependence on informationtechnology, and help identify performance improvement opportunities. Input from our industry-experienced professionals, as well as the use of our proprietary toolkit for collecting and analyzing data, provides the type of insight that is critical to an effective CRM program.
Customer Data Analytics Data gathering
Customer profiling and
segmentation
Adapting programs and
services
Marketing Effectiveness Market research
Campaign management
Brand loyalty promotion
Sales Effectiveness Opportunity management
Channel management
Sales compensation
Partner relationship
management
Customer Service Effectiveness Transformation of
contact center
Field service
Knowledge management
Organizational Effectiveness Change management
Organizational workflow
Training
KEY CRM PROCESSES
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Potential BenefitsOur recommendations can help promote benefits in the following areas: Enhanced loyalty programs that are designed to help your
company increase customer life cycle profitability throughinfluencing acquisition, attrition, spending per customer,and improved margins.
Contact center improvement that can help your companyorganize your contact centers in a cost-conscious, yet effective design based on industry-tested better practices.
Precision marketing that can help your company dynami-cally predict value over the expected life of a customer relationship.
Sales force effectiveness that can help your company deter-mine how account personnel organize client relationshipdata, prioritize sales opportunities, identify cross-sellingopportunities, and leverage remote sales channels. Salesforce effectiveness can result in high-margin revenueimprovement without a net cost increase.
WHO NEEDS A CRM ASSESSMENT?
A CRM assessment can help companies that:
Experience a failed or disappointing CRM software
implementation
Experience unexpected costs or lost customer relationships
through a breakdown of processes
Are historically unsuccessful at leveraging business
intelligence and content management
Once our assessment is completed, organizations can begin toimplement changes to address the threats of poor perform-ance. Benefits of these changes may include the following.
Enhanced Customer Experience Increased customer satisfaction and retention Enhanced customer relationships Differentiated and consistent customer care Increased percentage of inquiries resolved at first contact
Operational Improvements Improved call handling tools and processes Improved customer knowledge and service Reduced handling time Increased percentage of inquiries handled by contact centers More effective sales-lead generation and face time with
customers
Enhanced Revenue Focused sales force efforts on high-value customers Realized opportunities to cross-sell and up-sell Increased effectiveness of marketing efforts Improved customer purchase decision support
Reduced Costs Reduced sales and marketing costs Reduced customer defections Reduced cost of service through automation e-enabling Better use of existing infrastructure
ContactFor further information on KPMGs Customer RelationshipManagement Assessment, please contact:
John RittenhouseSan Francisco, [email protected]
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