CRM

INTEGRATING PROCESSES TO BUILD RELATIONSHIPS: CUSTOMER RELATIONSHIP MANAGEMENT Business Process Unit V : Chapter – 6 G Roy Antony Arnold

Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

The Basics of CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Top Demand Drivers in CRM Verticals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Contd… ,[object Object],[object Object],[object Object],[object Object],Few retailers are providing improved interaction but many customers are demanding it --- this is an opportunity for companies to distinguish themselves. G Roy Antony Arnold

Strategic Business Drivers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],These are strategic level questions aimed at CxO and other senior level executives to uncover CRM opportunities. G Roy Antony Arnold

Strategic Business Drivers ,[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Defining CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Defining CRM ,[object Object],[object Object],[object Object],[object Object],CRM is an integrated framework and strategy, not product G Roy Antony Arnold

Managing the Customer Life Cycle: The Three Phases of CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold ,[object Object],[object Object],[object Object],Acquire Enhance Retain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The New CRM Architecture: Organizing around the Customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

The New CRM Architecture: Organizing around the Customer Cross-Functional Processes Breaking Down Departmental Walls Enhance Integrated CRM Applications { Retain Direct Marketing Sales Force Automation Cross-Sell & Up-Sell Customer Support Proactive Service Complete Integrated Solutions Partial Functional Solutions Customer Lifecycle Acquire G Roy Antony Arnold

Features of the New CRM Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Portfolio of CRM Process Competencies G Roy Antony Arnold Customer Service and Billing Loyalty & Retention Programs Field Sales and Service ,[object Object],[object Object],[object Object],[object Object],Marketing and Fulfillment Prospect or Customer Fax Email Telephone VRU Web Contact Management Technical Infrastructure

How it Fits Together G Roy Antony Arnold

What Capabilities Make Up Leading Edge CRM? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold C Collaborative A Analytical O Operational

What Capabilities Make Up Leading Edge CRM? ,[object Object],[object Object],[object Object],G Roy Antony Arnold C Collaborative A Analytical O Operational

Integration Requirements of Next Gen CRM Infrastructure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Less than 2% of companies provide on-demand cross-channel integration of website and call center 42% of top-ranked Web sites took longer than five days to reply to customer emails or never replied at all G Roy Antony Arnold ENGAGE SERVICE FULFILL TRANSACT

Next Generation CRM Trends ,[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold Back Office Application Integration Customer Partners Purchases History Operations Marketing Billing Front Office Touch Points Web E Mailrs Call Center SFA POS Direct Mail Wireless Customers

Multi-Channel CRM ,[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Multi-Channel Shopper Profiles Store Online Catalog Store + Catalog Online + Store Online + Catalog ,[object Object],[object Object],G Roy Antony Arnold

Primary Reasons for Tri-Channel Shopper Displeasure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How can CRM applications help address these issues? G Roy Antony Arnold

Roadmap for Managers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Roadmap for Managers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Roadmap for Managers ,[object Object],G Roy Antony Arnold

Anticipate Organizational Changes ,[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

CRM Key Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

Measuring Success or ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

CRM Assessment – Gather Information ,[object Object],[object Object],[object Object],[object Object],[object Object],G Roy Antony Arnold

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