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C R M

CRM Definition. CRM: CRM is a focused approach to customer-related processes. Gartner Says: CRM is a business strategy that leverages specific technology, business processes, and a customer-focused culture and management philosophy to attract and retain profitable customers.

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C R M

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  1. CRM Definition CRM: CRM is a focused approach to customer-related processes. Gartner Says: CRM is a business strategy that leverages specific technology, business processes, and a customer-focused culture and management philosophy to attract and retain profitable customers. Reality: Companies today have always focused on their customers. Companies today are addressing some of their customer-related activities, but may want to address more. C R M Dictionary

  2. STRATEGY PROGRAM PROJECT A PROJECT B PROJECT C CRM Definition A CRM Strategy is executed in the form of a program and its projects Begins with a Business Strategy Leads to a CRM Program Program made up of a series of projects

  3. Interaction Management Customer Service Marketing Sales Legacy Integration Analytics Customer/Account Data CRM Definition Potential CRM Scope A COMMON GOAL: 360° Customer View

  4. Customer Service Sales Analytics CRM Definition • Enterprise-wide data repository containing account characteristics / buying habits • Example: Contact info, activities, order placement, payment history • Analyze data to generate target lists Marketing Demographic Analysis Interaction Management Marketing Legacy Integration Customer/Account Data

  5. Customer Service Sales Analytics CRM Definition • Planning • Budgeting • Forecasting • Executing • Tracking Marketing Demographic Analysis Campaign Management Interaction Management Marketing Legacy Integration Customer/Account Data

  6. Customer Service Sales Analytics CRM Definition • Develop • Store • Access • Re-Use Marketing Demographic Analysis Campaign Management Marketing Material Mgt Interaction Management Marketing Legacy Integration Customer/Account Data “Know your customers, focus your campaigns, and manage your marketing material”

  7. Customer Service Sales Marketing Analytics CRM Definition • Lead Tracking • Sales Funnel • Forecasting Sales Opportunity Management Interaction Management Legacy Integration Customer/Account Data

  8. Customer Service Sales Marketing Analytics CRM Definition • Companies • Contacts • Activities • Calendaring • Response • Templates Sales Opportunity Management Contact Management Interaction Management Legacy Integration Customer/Account Data

  9. Customer Service Sales Marketing Analytics CRM Definition • Proposal • Generation • Configurator • Automated Order • Placement Sales Opportunity Management Contact Management Order Placement Interaction Management Legacy Integration Customer/Account Data “Manage the sales cycle and turn leads into orders”

  10. Customer Service Sales Marketing Analytics CRM Definition Customer Service Call Center Mgt. Interaction Management • Call Routing • Software Legacy Integration Customer/Account Data

  11. Customer Service Sales Marketing Analytics CRM Definition Customer Service Call Center Mgt. Integrated Account Info. Interaction Management • Call Routing Software with a link to your account information. • Access to ALL customer-related information. • Example: Call logs, order history, order status, payment history, payment status Legacy Integration Customer/Account Data

  12. Customer Service Sales Marketing Analytics CRM Definition Customer Service Call Center Mgt. Integrated Account Info. Cust. Service Automation Interaction Management • Automating tasks to respond quicker to customer calls. • Customer self-service via web. • E-Mail response system. Legacy Integration Customer/Account Data

  13. Customer Service Sales Marketing Analytics CRM Definition Customer Service Call Center Mgt. Integrated Account Info. Cust. Service Automation Knowledge Management Interaction Management • Capture, store and retrieve information (How to solve different problems) • Keyword searches to find problem and solution • FAQ Online Legacy Integration Customer/Account Data “Put your customers first by giving them information when and how they want it”

  14. Customer Service Sales Marketing Analytics CRM Definition Interaction Management Multi-Media Mgt Tool Interaction Management • Captures correspondences from web, phone, e-mail and faxes. • Stores all types of media in a single repository for all to access. Legacy Integration Customer/Account Data “Manage all contact with your customer”

  15. Customer Service Sales Marketing Analytics CRM Definition Legacy Integration System Integration Interaction Management • Interface back-end data with front-end systems • Interface front-end system data to back-end • Challenge is data synchronization. Legacy Integration Customer/Account Data “Integrate customer data from all systems”

  16. Customer Service Sales Marketing Analytics CRM Definition Customer / Account Data Collected data of all customer interactions Interaction Management • Marketing Data • Sales Data • Cust. Svc Data • Operational Data • Data Warehouse • Clean data • Data Integration provides 360 view Legacy Integration Customer/Account Data “Data warehouse is the nucleus for all data sent to Marketing, Sales, and Customer Service”

  17. Customer Service Sales Marketing CRM Definition Analytics Understand customer behaviors and trends Interaction Management • Determine what behaviors or trends you are trying to detect • Reporting tool used to query customer data (operational or warehoused) • Analytics range from standard queries to statistical analysis to predictive modeling • Dependent on clean, reliable data Legacy Integration Customer/Account Data Analytics “Turn analysis into action”

  18. Benefits • Increased Revenue • Improve Customer Retention • Attract New Customers • Up Sell – Cross Sell • Decreased Costs • Automate Tasks • Improve Campaign Efficiency • Improve Forecast Accuracy and Timeliness • Intangibles • Increase Customer Satisfaction • Improve Product and Pricing Models • Increase Knowledge Retention • Differentiate yourself in the Marketplace • Increase your Understanding of your Customers

  19. Critical Success Factors • Culture Shift(Product Centric  Customer Centric) • Business Process Change(More Important than Technology Change) • CEO Involvement(Executive Commitment) • Performance Metrics (Determine Metrics / Establish Baseline) • Software and Legacy System Integration(Avoid Data Pockets) • Data Integrity(Common Across the Enterprise) • Risk Management(Mitigate Regulatory Risk) • Security Management(Control the Data you Collect)

  20. Sources of CRM Information • www.CRMCommunity.com This site offers white papers and research. This site also sponsors the eCRM Online University. Additional reports available via registration. • www.CRMGuru.com This site offers white papers and other research. CRM Solutions Guide and CRM Primer available with free registration. • www.CRMProject.com This site offers a number of free case studies and white papers. Montgomery Research runs the site. • www.intelligentcrm.com Check it out and see if the name fits! Less comprehensive than some of the other online CRM resources. • QUESTIONS

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