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Understanding Your Customers with Siebel CRM Analytics

Understanding Your Customers with Siebel CRM Analytics. Mike Fahner Consulting Manager, EPM/BI January 21, 2009. Agenda. Use Business Intelligence to… Empower Everyone in the Organization Drive Action in Sales, Service, and Marketing Teams

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Understanding Your Customers with Siebel CRM Analytics

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  1. Understanding Your Customers with Siebel CRM Analytics Mike Fahner Consulting Manager, EPM/BI January 21, 2009

  2. Agenda Use Business Intelligence to… • Empower Everyone in the Organization • Drive Action in Sales, Service, and Marketing Teams • Expand Beyond CRM Reporting to Include Other Enterprise Information • Gain a Competitive Advantage!

  3. Where to Begin • What is Business Intelligence? • Why use it?

  4. Business Intelligence Defined A set of technologies and processes that use data to understand and analyze business performance

  5. Gaining a Competitive Advantage

  6. The BI Value Proposition Business Intelligence transforms mission critical data that runs your enterprise processes into insightful, measurable, and actionableinformation that delivers business results.

  7. The Evolving Role of BI From: To: Pervasive use Analysts Historical data Real-time, predictive data Unified, enterprise view Fragmented view Insight-driven business process optimization Reporting results Unified infrastructure & prebuilt analytic solutions Analytic tools

  8. Your BI Roadmap 4 3 5 6 1 2 • Benchmark Current Capabilities • Establish Your Vision • Plan • Pilot • Execute • Review and Revise

  9. Stage 3 Analytical Aspirations Stage 5 Analytical Competitor Stage 1 Analytically Impaired Stage 4 Analytical Company Stage 2 Localized Analytics Terminal Stage Becoming an Analytical Competitor The Five Stages of the BI Life Cycle Source: Competing on Analytics – The New Science of Winning, by Thomas H. Davenport, Harvard Business School Press, 2007

  10. Understanding Your Customers withSiebel CRM Analytics Frequently Asked Questions • Who are our Customers? • Who are our best customers? • Are our customer relationships improving or getting worse? • Where are our Opportunities? • Are we pursuing them effectively? • Where should we invest our time and resources? • Are we providing good Service? • Is our Customer Service getting better or worse? • Where can we improve Service? How can we reduce the cost of Service without sacrificing quality of Service?

  11. Siebel CRM Analytics - Sales Sales Subject Areas • Customer Overview • Forecasting • Sales Activity • Orders • Products • Pipeline • Quotes

  12. Siebel CRM Analytics - Service Service Subject Areas • Activities • Agreements • Orders • Assets • Service Requests • Customer Satisfaction • Email Response Real-Time Service Analytics • Activities • Assets • Service Requests • Solutions

  13. Pre-mapped BI EE metadata, including embedded best practice calculations and metrics for the contact center. 3 • Presentation Layer • Semantic Object Layer • Physical Layer Pre-built warehouse with 15 star-schemas designed for analysis and reporting on contact center & service data. 2 Pre-built ETL to extract data from over 3,000 operational tables and load it into the DW, sourced from CRM, call center telephony middleware and other sources. A “best practice” library of over 150 pre-built BI EE Interactive Dashboards and Alerts for service and contact center agents, managers and executives 1 4 Example: Service and Contact Center Analytics

  14. Siebel CRM Analytics - Marketing Marketing Subject Areas • Customers • Consumers • Events • Planning • Campaigns

  15. Empowerment

  16. Empowerment Oracle Business Intelligence Application Features Support… • Single Source of Truth • Dashboard presentation of metrics that are a priority for your organization • Role-based dashboards and reports • Line of sight reporting through business units • Drill-down capabilities • Roll-up consolidation capabilities

  17. End user adoption is about information consistency and availability where and when its needed. The Common Enterprise Information Model breaks down data silos and makes information available on-demand. Common Enterprise Information Model“Model once, deploy everywhere”

  18. Drive Action

  19. Drive Action Oracle Business Intelligence Application Features Support… • Interactive dashboards • Rules-based thresholds with graphic indicators • Alerts • Dashboard • Email • Pagers • PDAs • Delivers (“Push” technology for reports) • Briefing Books (Pack and Go) • Answers (Ad-hoc analysis and queries)

  20. Tailored and Personalized InteractionsTransparent Business Intelligence

  21. This is no longer about a stack of reports. Guided Analytics drives alignment and actions through the organization by modeling and making accessible discovery and decision making best practices. Guided AnalyticsLeading Users from Discovery to Action

  22. Delivers/Analytic Agents provides true real-time in context sense and respond capabilities across systems tailored for any user on any device. Sense and RespondReal-Time Proactive Monitoring and Response

  23. The bottom of every Dashboard page has an “Add to Briefing Book” Link that automatically builds an electronic briefing book that you carry with you. Oracle Briefing Books“Pack & Go” Bring along an electronic “Briefing Book” which is a collection of your most important dashboards. Briefing Books are extremely small, and can be delivered daily for enterprise collaboration.

  24. Moving Beyond Reporting

  25. Moving Beyond Reporting • Additional Subject Areas • Additional Data Sources • Custom Business Metrics for Gaining Competitive Advantage • Advancing Capabilities for BI Competitors • Proactive Visualization Support • Predictive Analytic Solutions • Enhanced Collaboration with integrated BI solutions

  26. PipelineAnalysis Triangulated Forecasting Sales Team Effectiveness Up-sell / Cross-sell Discounting Analysis Lead Conversion Churn Propensity Customer Satisfaction ResolutionRates Service RepEffectiveness Service CostAnalysis ServiceTrends Campaign Scorecard Response Rates Product Propensity Loyalty andAttrition Market Basket Analysis Campaign ROI Receivables / Payables Analysis CustomerProfitability Product Profitability Regulatory Compliance Expense Management Cash Flow Analysis Supplier Performance Inventory Analysis Procurement Cycle Times Inventory Availability EmployeeExpenses BOM Analysis Employee Productivity Compensation Analysis Compliance Reporting WorkforceProfile TurnoverTrends Return on Human Capital Leverage Prebuilt Oracle BI ApplicationsBuilt in Best Practices Across Functions and Industries Auto Comms.& Media Complex Mfg. ConsumerSector Energy FinancialServices HighTech Insurance & Health LifeSciences Public Sector Travel& Trans Sales Analytics Marketing Analytics Financial Analytics Supply Chain Analytics Workforce Analytics Service & Contact Center Analytics Other Operational & Analytic Sources Prebuilt adapters: Oracle BI Suite Enterprise Edition

  27. Q & Q U E S T I O N S A N S W E R S A

  28. For Further Information Mike Fahner Consulting Manager, EPM/BI Solutions Oracle Consulting Services mike.fahner@oracle.com

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