sas has crm all wapped wapped upup - · pdf filesas® has crm all wapped wapped upup ......

Turning Your Information Into Business IntelligenceTurning Your Information Into Business Intelligence
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SASSAS has CRM all has CRM all WAPped WAPped UpUp
www.spsweb.comwww.spsweb.com
Rodney MarwickThe SPS Group

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SPS Offices
United KingdomUnited Kingdom
BelgiumBelgium
South AfricaSouth Africa
AustraliaAustralia
The NetherlandsThe Netherlands

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SAS, CRM and WAP
Introduction to WAP Technology Overview of SAS CRM Market Agent Front End Software Customer Facing Front End Software Customer Analysis WAP and CRM Today

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Introduction Wireless device market 10 times larger than
Internet - 500 million users (Meta Trends8/99)
Mobile coverage in Australia - 98% popn 72% Major Companies will embrace WAP
by end 2000 - (Computerworld) CRM - Multi-channel corporate strategy Adoption of Wireless Application Protocol
(WAP)

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SAS and CRM Market SAS system started life as a CRM system Move from product to customer based Tailor products and services to customers Understanding the customers needs Result - Business process re-engineering Convergence of CRM channels CRM divided into:
Agent Front End Software Customer Facing Front End Software Customer Analysis

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Agent Front End Software Gives the agent ability to look at:
Customer reports Contact history Existing product and service information Customer ratings New sales opportunities
Until now, dominated by specialist players Siebel, Vantive, Onyx, 3r, Clarify

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Customer Front End Software Gives the customer ability to:
Dial in to corporate web site Use of Kiosk terminals Accessing services through digital TV
Same as agent information but needs to besimple and intuitive
Many companies have developed in-housesolutions

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Customer Analysis Huge amounts of data Query tools, OLAP, Statistical modelling, Data
mining, building specialist warehouses Aim is to segment customers:
Current and future profitability Buying patterns Target marketing
Mobile agent requires powerful laptop to runanalyses remotely
SAS clearly excels in this area

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WAP and CRM today Remote access to CRM data Utilise push technology Personalise the recipient display Input new information Initiate a fulfilment process Trigger a remote process

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WAP/CRM Architecture
WEB Server
e.g. Netscape Enterprise Server,
IIS, Apache,Domino
WAP Gateway
e.g.Nokia WAP Server,Phone.com UP.Link
Kannel,WAPlite
Mobile Phone or PDA
e.g.Nokia 7110,
Motorola L-Series+,Ericsson R320/R380Palm + WAP Browser
Web Browser
e.g.Internet Explorer,
Netscape Communicator,Palm + Web Browser
WSP Request
Complied WMLDocument
HTTPRequest
WMLDocument
HTML Document
HTTP Request
Clients Servers
Direct N
etwork
Or
RAS D
ialup
Application Serverse.g.
SAS/IntrNetCRM
Database

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Remote Access to CustomerInformation
Authorised agents can access Internet,Intranet or Extranet
Existing security passwords and firewallssupported
Wireless Transport Layer Security (WTLS)standard ensures transmission security
e.g. Salesperson checking order progress

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Push Technology Interactive information pushed to mobile
devices (currently achieved using SMS) Examples:
Customer special offers - airfares Customer home loan enquiry Notice of shortage of funds in bank account Checking of unusual credit card spending
patterns

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Personalisation Applications customised to give different layouts,
displays, menus and actions Triggered by customer preferences, security level,
type of portable device Agent identified by incoming number, password Customer identified by caller ID facilities,
customer code Display customised to show or hide items from the
incoming audience

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Input New Information Currently good for browsing, selecting, and
accessing existing information Can be used to enter data - time consuming Ideally, pre-populate the CRM system Well suited to small amounts of data e.g.
interest rates, income details, loan terms

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Fulfilment Process Traditional processes triggered remotely
Email or post confirmations Invoice issuing Instant response to an order e.g. share dealing
Access files or documents on centralcomputer and send to local computer orprinter

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Trigger Remote Process Remote SAS CRM analytical routine Host processing E.g. Mainframe credit scoring, propensity
modelling Neither agent or customer requires PC Requires SAS/IntrNet Demo

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Conclusion WAP extends the capability of SAS CRM Convenience and flexibility of the mobile
channel New applications being developed everyday Core functions of SAS ideally suited to the
leveraging power of WAP

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Questions ?
SPS Australia Pty Ltdhttp://www.sps-oz.com.au
WirelessOz Pty Ltdhttp://www.wirelessoz.com

SAS has CRM all WAPped UP!AAuutthhoorr:: SShhaannee OOBBrriieenn WWiirreelleessssOOzz PPttyy LLttdd
CCoo--AAuutthhoorr && PPrreesseenntteerr:: RRooddnneeyy MMaarrwwiicckk SSPPSS AAuussttrraalliiaa PPttyy LLttdd
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AAccccoorrddiinngg ttoo aa rreecceenntt CCoommppuutteerrwwoorrlldd ssuurrvveeyy,, 7722%% ooff mmaajjoorr AAuussttrraalliiaannccoorrppoorraattiioonnss wwiillll eemmbbrraaccee tthhee WWiirreelleessss AApppplliiccaattiioonn PPrroottooccooll ((WWAAPP)) bbyy tthhee eenndd ooff22000000,, aanndd aa nnuummbbeerr ooff ffiinnaanncciiaall iinnssttiittuuttiioonnss aarree pprreesseennttllyy ttrriiaalliinngg WWAAPP bbaannkkiinnggssyysstteemmss..
TThhiiss pprreesseennttaattiioonn iiss ddeessiiggnneedd ttoo pprroovviiddee aa hhiigghh lleevveell oovveerrvviieeww ooff ssoommee ooff tthheebbuussiinneessss aapppplliiccaattiioonnss ooff WWAAPP aanndd ootthheerr wwiirreelleessss tteecchhnnoollooggiieess wwhheenn aapppplliieedd wwiitthhtthhee CCuussttoommeerr RReellaattiioonnsshhiipp MMaannaaggeemmeenntt ffeeaattuurreess ooff tthhee SSAASS ssyysstteemm..
BBoottttoommLLiinnee:: CCRRMM iiss nnoo lloonnggeerr ppuurreellyy aabboouutt IInntteerrnneett,, CCaallll CCeennttrreess,, BBrraanncchheess oorraannyy ootthheerr iinnddiivviidduuaall ddeelliivveerryy cchhaannnneell.. CCRRMM iiss aa mmuullttii--cchhaannnneell ccoorrppoorraattee ssttrraatteeggyy,,aanndd tthhee wwiirreelleessss cchhaannnneell iiss aallrreeaaddyy ttoooo ssiiggnniiffiiccaanntt ttoo bbee lleefftt oouutt ooff aannyy ccoorrppoorraatteeCCRRMM ssttrraatteeggyy.. TThhee SSA

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