i nteraction m anagement in crm’s channels and knowledge
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I nteraction M anagement in CRM’s Channels and Knowledge. Table of Contents. Customer Relationship Management (CRM) - an enterprise strategy Sample functional flow - fulfilment tracking The EIM (*) business model The EIM (*) operational model - PowerPoint PPT PresentationTRANSCRIPT
Interaction Managementin CRM’s
Channels and Knowledge
Consulta Meta I.M. inc. “Leaders in their roles”
Consulta Meta I.M. 2
Table of Contents
• Customer Relationship Management (CRM) - an enterprise strategy
• Sample functional flow - fulfilment tracking
• The EIM(*) business model
• The EIM(*) operational model
• A live model - back & front office touchpoints
• CM-IM Service Offering
• Benefits Strategy
(*) Enterprise Interaction Management
Consulta Meta I.M. 3
Marketing
Sales
Product DeliveryServicing
Finance
Client Relations
Requester Experiences
Provider Processes
Target marketing Lead generation Product development Business relations
Retail/Partners Sales force Prospecting Order entry Order tracking
Network planning Product engineering Procurement Access development Provisioning Fulfillment tracking
Service management Monitoring Quality of service Operations
management & support Customer self-
servicing Log & Reporting
Billing Inquiry Payment options Collection and fraud
Fault recovery Service level
agreements Customer Value
Fulfillment Customer routing &
servicing Help Desk Services
Exchanges
A Client Focused Business Strategy
Consulta Meta I.M. 4
Target marketing Lead generation Product
development Business relations
Retail/Partners
Sales force Prospecting Order entry Order tracking
Network planning Product
engineering Procurement Access
development Provisioning Fulfillment tracking
Service management Monitoring Quality of service Operations
management & support Customer self-
servicing Log & Reporting
Billing Inquiry Payment options Collection and fraud
Fault recovery Service level
agreements Customer Value
Fulfillment Customer routing
& servicing Help Desk
Services
Marketing Sales Product Delivery Servicing Finance Client Relations
Typical TELECOM example
Fulfillment tracking
Fulfillment tracking
Consulta Meta I.M. 5
Learn
Buy
GetUse
Pay
Support
Marketing
Sales
Product DeliveryServicing
Finance
Client Relations
Requester Experiences
Provider
Processes
CommunicationChannels and Conversations
Enterprise I.M. - Business Model
Consulta Meta I.M. 6
Marketing Sales Product Delivery Servicing Finance Client Relations
Learn Buy Get Use Pay Support
Requestor Experiences
Provider Processes
Interaction Management Life Cycle
CommunicationChannels and Conversations
Building profilesWith time
Consulta Meta I.M. 7
‘Interaction ManagementAcross all CRM initiatives’
Applies Proactive Business Intelligence (BI)
Leverages Qualified Knowledge (KM)
Enables Front Office Convergence
Consulta Meta I.M. 8
FulfillmentTracking
ProviderRequester
ClientCare
Sales
A Typical CRM Conversation
Campaigns
KM
BI
< Exchanges
Exchanges
>
Exchanges >
Consulta Meta I.M. 9
• Provide one-stop exchange-value• Provide focused interaction expertise• Maintain honeycomb of interaction specific data
Single Profile for all business lines
A Relationship-centric Approach
To:
Markets
& Sales
Financial Services
Technical & Service Support
Operations
Management and Provisioning
Fulfillment tracking
Exchanges >
Consulta Meta I.M. 10
Enterprise I.M. - Operational Model
Client
Com
m. C
hann
els
& T
ools
Extra/Intra Net
WFM
Employees,Partners & Suppliers
Staff
WEB
Business Processes
Support services
Interaction services
CT I
Client
Back-office systems
E-Business- External Systems
Middleware
Exchange Functions & Attributes
KM
Interaction Control Engine
Work Force Management
Knowledge Management
ExchangeManagement
Customer Profile
Resellers
ServiceAutomation
(Fulfillment Tracking)
Front-officeFront-office
Interaction Repository
Consulta Meta I.M. 11
Enterprise Suite Blueprint
ClientEmployeeSupplierPartner
Com
m. C
hann
els
& T
oolsProvider
Interaction Repository
Front-office
Interaction Management
EAI
Enterprise Data Access
Back-office
e-Business
e-Com
Web Applications
Document Management,
Workflow & Measurements
CRM
Business Applications
Requester
Exchange Management
K. Management
B. IntelligenceExternalSystemsAccess
Consulta Meta I.M. 12
EnterpriseInformationWarehouse
Air Company X-Star System- Interaction Repository -
Target Marketing
Distribution
Research & Development
Business Relations
CustomerInformation
EmployeeInformation
SupplierInformation
PartnerInformation
In-FlightServices
Claims
RegionalCarriers
Financial Systems
HR Systems
Production Systems
Marketing, Sales & Service
Business Applications
Physical Touch Points
Interaction ManagementLinks
StarAlliance
Aeroplan
ExecutiveOffices
CentralBaggage
Office
LHRCustomerSolutions
YYCCustomerSolutions
RES IIIreservations
refunds
CICOPSUMRES-info
IrregularOperations
OPSISHistoricalPNR
The Passenger
Back-Office & Front-Office Links(an airline example)
Consulta Meta I.M. 13
Consulta Meta I.M.Service Offering
Methodology
Consulta Meta I.M. 14
Leadership
Adventure
Management
Initiatives
Vision
L.A.M. - Leadership Adventure Management
Benefits
(Methodology)
Consulta Meta I.M. 15
To provide capabilityfor client self-service over the WEB
Provide capability for bundling support services
Provide capability forprofiling clients
Elaborate a CRM strategy from clear business goals
Client service interaction %to the WEB
Decrease% clientreferrals
Reducecost ofservice
Increaseclientsatisfaction
Re-engineer call centre operations
Implementloyalty and benefit sharing programs
Implement client service WEB-site
Programs PerformanceMetrics Benefits
Increase access to services
Enterprise management
Enterprise business lines
Enterprise as a whole
InitiativesVision
Information & referral
Coordinateclient data across Operating Units
Improve service delivery
CRM Enterprise Benefits Strategy
Fulfillment tracking
Leadership Adventure Management
Consulta Meta I.M. 16
Programs
Performance
Metrics
Benefits
Enterprise management
Enterprise business lines
Enterprise as a whole
InitiativesVision
Commencement Steps:
• Establish organizational structure to manage CRM programs
• Involve participants from all business lines Marketing & Sales, Management & Provisioning, Operations, Technical & Service Support, Financial Services
• monitor initiative performance
• monitor program business value (preformace + benefits)
CRM - Enterprise Strategy
Consulta Meta I.M. 17
Interaction Management
IDENTIFY EVALUATE CRITICIZE SUPPORT PROMOTE
Leverage the need
with solution comfort-level
within the business line
Ease of delivery
To provide capabilityfor client self-service over the WEB
gradual
Fulfillment tracking
(in house)
Consulta Meta I.M. inc. “Leaders in their roles”