Download - Crm ppt
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CRM
Octomber, 2012
OISM 470 W
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Agenda
• The CRM hype!• What is CRM?• A Definitive Definition• The Five Views of CRM• A CRM Brainstorm• Let’s Talk ROI• The Works and Ways• CRM in motion: Siebel Systems Inc.• The Bottom Line• Bibliography
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The CRM Hype!
• Customer Relationship Management
• The most confusing and hyped buzzword in modern business
• Buzzwords used as a psychological tool by consultants on customers
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So, What is CRM!?
• Strategic Customer Relationship Management– CRM software
• Integration of all technological customer interfaces– Front and Back end integration
• Maximizing the customer relationship
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So, what is CRM!?
– CRM hardware• Integration of all human to customer interfaces
through technology– Creating order winners…
– Maximizing the customer relationship
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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
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Five Views of CRM
• Marketing Automation– …designed to get the right mix of the company’s
products and services in front of each customer at the right time.
• Sales Automation– Collaborative tools that enable all parties to the
transaction to interact with one another
• Service and Service Fulfillment– Serving existing customer base through problem
resolution systems, workflow automation and field service dispatch systems
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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.
• E-Commerce– capabilities such as shopping, marketplace, transaction
and payment processing, and e-commerce security
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A CRM Brainstorm
• How much do you think the average service call costs your company?– $0.10 – $10 – $1
• Answer:
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• Can this be remedied? How?
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A CRM Brainstorm (cont.)
• What are some possible solutions…?– Email requires large, cumbersome databases and is usually
received unsolicitted
– Postal mail has the same effect with the added cost of material and delivery
• How much do you think the average CRM automated web service transaction costs your company?
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Let’s talk ROI
• Costs and time can be daunting at first glance– When done correctly, CRM benefits are significant
• With any enterprise software, ROI requires:– 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
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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 managment
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The Works and Ways
• Sales Force Automation– Must provide a linking to other relevent IT/Enterprise
systems
• Sales Management– Must graphically provide management with an
overview of all sales info in real time• E.g., historical data, back office, sales force performance…
• Marketing Management– Must organize, execute, track and analyze all
campaigns
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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
• Data Management– Must quickly mine effective data out of system into
hands of decision makers.• Improves time to reaction
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The Works and Ways
• Project Management– Must be linked to marketing module for cost and
resource tracking
• Knowledge Management– Must collect, organize, and analyze knowledge about
customers• Action management
• Questionnaires
• Telemarketing Management– Must have complete tech support
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The Works and Ways
• Customer Self-Service Capabilities– Must have account insight, detailed inventory
information, service details/status, contact information...at the least.
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CRM in Motion
• Siebel Systems Inc.– Founded in 1993– Today: World’s Largest customer centric,
eBusiness application software provider– 2000 Revenue: $1.79 billion– 100% value-adding customer information
systems
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Siebel Systems Inc.
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Siebel CustomersFull Industry Spectrum!
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The Bottom Line
Strategic Customer Relationship Managemnt seeks to improve customer retention
through alignment of organizational vision, business processes, and personnel with
technology.
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Bibliography
• http://www.crmcommunity.com
• http://www.imarketingnews.com
• http://www.convergys.com
• http://www.siebel.com
• PowerPoint Presentation, “Damgaard CRM”, Damgaard World Compass; 2000
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