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Life After CRM

Life After CRM. Chad Schutte SPL WorldGroup Chad.Schutte@splwg.com. Why Do Utilities Adopt CRM?. The Business Is Ill Bleeding costs in the call centre New competitive challenges Losing customers in deregulated regions Old technology needs a face-lift. Systems Integrators Diagnose.

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Life After CRM

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  1. Life After CRM Chad Schutte SPL WorldGroup Chad.Schutte@splwg.com

  2. Why Do Utilities Adopt CRM? • The Business Is Ill • Bleeding costs in the call centre • New competitive challenges • Losing customers in deregulated regions • Old technology needs a face-lift

  3. Systems Integrators Diagnose • And CRM Vendors Propose A Cure • Large, separate CRM system • Lots (and lots) of features • Latest technology • Integration with your CIS

  4. But There Are Risks • Open Heart Surgery • CIS systems are the core of your business • Most are technically fragile • The Biggest Risk: an unclear CRM strategy • Will it really cure what ails you?

  5. Still, The Patient Agrees To It • It worked elsewhere • Banking • Manufacturing • It will look good • It will give us complete control of our call centre • It will give customers better access

  6. Many Patients Don’t Improve “Fifty-five percent of CRM initiatives fail to deliver measurable benefits.” “Want to Succeed in CRM? Don't Call It CRM,” Gartner, 2004

  7. Some Get Worse By 2006, more than 50 per cent of CRM projects will have failed. The majority will have underestimated costs by 40-75%. – extract from Gartner 2006 CRM Prediction

  8. Why Is It Not Working? • Trying to substitute technology for wisdom • Over-reaching expectations • Over-engineered • Irrational cost analysis • Not aligned with business strategy

  9. Is There An Alternative? • The industry needs a new approach • An appropriate solution for utilities

  10. Practical CRM • Reduce Risk • Define requirements first • Go on a diet, take smaller steps • Avoid creep • Clean up your data • Apply modern standards • Automate error-prone processes • E.g., Easy enrollment process • Maintain only one product catalog • Automatically convert prospects to customers

  11. Practical CRM • Simplify • Utility-specific features, not horizontal tools • Minimize redundant data • Flexible business processes • Allow skilled business users to define and implement them • Avoid too many integration points

  12. ! Tip, BI can be just as difficult to implement as CRM • Avoid tools, find a solution • Our next topic will be “Life After BI” Practical CRM • Verify the operations • Measure the results using a business intelligence product

  13. By All Means Find A Cure • …but get a second opinion • Get the right diagnosis • Find a utility-appropriate solution • Avoid complex, unnecessary surgery • Minimize redundancy & interfaces • Maybe exercise and diet will help • Don’t over-engineer

  14. Questions?

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