Chicken Soup for the CRM Soul

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For Internal Use
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Only
Agenda
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4. Relationship Matters
I believe "Successful CRM" is 4
about competing in the relationship
dimension. Not as an alternative to
having a competitive product or
reasonable price- but as a
differentiator. If your competitors are
doing the same thing as you are (they
generally are), product and price
won't give you a long-term,
sustainable competitive advantage.
But if you can get an edge based on
how Customers Feel about your
company, it's a much stickier--
sustainable--relationship over the
long haul.

5. CRM Evolution
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5
Customer Centric
CRM
CRM Analytics
Industry-specific
CRM
Multichannel
Sales eBusiness
Marketing
SFA
Service
SFA
1990 1994 1997 2000 2005 2008 2011- 2012

6. 360 Degree Customer Centric CRM
Up-selling and cross-selling Targeting and profiling
66
Service management Prospecting
Demand
Customer care and support Creation Lead generation
Service
Mgmt Lead
Generation
Customer Management Response management
360 Degree
Product Maintenance Contracts Customer Lead qualification and
Lead scoring
View Mgmt
Product Fulfillment Lead assignment and
Order distribution
Mgmt Opportunity
Mgmt
Order management Quoting Opportunity management
Pricing and discounting Pipeline and forecast management
Quoting
Industry Vertical CRM Solution Platform 6

7. CRM State of Affairs
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8. CIO’s Perception
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Relative
Value of
CRM
Technologies
- Forrester
Research

9. CRM Coliseum
Enterprise CRM Market SMB CRM Market 9

10. New ‘Extended’ CRM Ecosystem
• Optimization
• Process Engineering / Mgmt 10
Technical & functional
upgrades
Reimplementation /Product Real-time
Migration Decisioning
Master Data
Continuous Business Management
Improvements &
BPM
Performance
Management
Technical
upgrades
Implementations Agent workplace
Operational Social CRM
reporting Mobility CRM
Archiving
User Interface E-services / Self service
Simplication, Office
integration Customer & partner portal
Optimization Scenarios Transformation Scenarios
(low hanging fruit) (solving new business challenges)

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12. Evolution of Customer Experience Design
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13. What is Customer Experience ?
• Customer experience is taking the customer views of
the interactions to understand the emotional bond 13
between the brand and customers. It requires a common
understanding of the customer journey, then align the
company actions to build emotional bonds.
• It is the collective set of experiences…. on the web, in
store etc. It is about understanding their unmet needs,
wants, capabilities and desires in a deeply contextual level.
And that leads to thoughtful and purposeful use of
technologies, communities and imageries .
• The answer is pretty simple. Customers remember and
value great experiences that demonstrate deep
understanding and respect for their needs. When
companies learn how to deliver and evolve differentiated
experiences, they tend to build strong, enduring customer
relationships and profitable businesses.

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15. What is Cloud Computing ?
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16. On Premise Vs SaaS CRM
The benefit of implementing an accelerated CRM solution is the threefold: reduced
implementation risk, quicker breakeven and increased value to the customer. 16
OnPremise CRM SaaS CRM
Breakeven
Breakeven Breakeven
@
27 months
27 months
6 months
>80%
<50% Successful
Successful Implementations
Implementations
Net Value
Risk Net Value Value to
Risk Customer
Time
Time
Go Live Date
Go Live Date
~ 12 Months
~ 3 Months
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17. Total Cost of Ownership ( TCO )
One critical aspect in making a CRM selection is determining the underlying cost of on-
premise CRM versus SaaS CRM solutions: 17
Cost for On
SaaS CRM
Software Licenses
Application Implementation
& Deployment Cost 9%
21%
HIDDEN COSTS
Implementation Costs Technology
Additional Costs for On premise
Siebel
Hardware • Middleware
21% • Hardware (Servers, Storage Devices)
Salesforce
Siebel
Infrastructure
Siebel
• System Maintenance
Onyx
26%
Personnel
14% • Application Maintenance
Maintenance
CRM
7% • System Upgrades
Aprimo
Siebel
Training • Application Upgrades
Aprimo
1%
People
• Internal Administrators
• Internal SME’s
• Internal Support
• External Support, SI Cost

18. SaaS CRM (R)evolution
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19. SaaS CRM Service Potential
Implementation Upgrades 19
Enabling Social CRM Migration to SAAS
Network CRM
Enterprise
Hybrid
Application
Implementation
Integration
Training Sustenance
Services
Consulting

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21. Integrated Enterprise Solution - Automotives
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22. Oracle
Oracle’s Automotive Footprint ISV Partners
Customer Channels
Marketing Quote Management Sales Service Management Dealer Collaboration
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Order Capture / Config Warranty Management Lead Management Contact Center Dealer Mgmt System
Analytics Business Operations
CRM Services Parts Fulfillment Prod Schedule / SNO Release Management
Supply Chain & Distribution PLM
Human Resources Asset Management
Transportation Management Direct Procurement
Financials Manufacturing
MES APQP/PPAP
Supply Chain EDI Lease / Fleet Management & Captive Finance
Corporate Administration
CPM Financials Human Resources Facilities Management
Indirect Procurement Projects Compensation Helpdesk
Infrastructure
Mobility Hubs / Master Data Mgmt Integration Framework / SOA Development Tools
Identity & Security Services Networking Database Operating System
Virtual Machine Server Storage Systems & Data Center Mgmt
© 2010 Oracle Corporation – Proprietary and Confidential

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24. The New Social/Digital Consumer
Uses new 24
online channels
and new
communication
tools
Trusts in
Seeks support
advices made
to connect
by online
with like-
Being connected, minded peers
acquaintances
and strangers
customers
realized that
they could ask The new
more from Reads and Social
creates product
companies and reviews, Customer Tends to buy
more online
product
than offline
share opinions rankings and
blog posts
about products
and services Wants to
provide
Expects better
feedback about
customer
the product
experience
and customer
service

25. CRM Vs Social CRM
CRM Social CRM
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Customer Customer
Customer
Customer
Customer Customer
Customer Customer
Customer Customer
Competitor Supplier / Partner
Competitor Supplier / Partner
Customer Customer
Customer Customer
Your company
Your company
Customer Customer
Customer Customer Customer Customer
• Focus on collaborative relationship (engaging a more complex relationship
• Focus on individual relationship (company to customer, network)
company to partner, etc.)
• Limited view of the customer and his community • Multiple connections allow better understanding of the customer and his
preferences, habits, etc. community
• Targeted messages generate value • Customer experience generates value

26. Evolution of New Customer Touch Points
CRM Social CRM
• Microblogs
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• Blogs
• Price comparison website
• RSS • Podcast
• Phone • Phone
• Wikis
• Fax • Fax
• Social Networks
• Email • Email
+
• Service • Service
• Widgets
• Letters • Letters • Video sharing
• Personal contact • Personal contact
• Company’s website • Photo sharing
• Company’s website
• SMS • SMS
• Instant Messenger • Forums • Auction website
• Instant Messenger
• Chat • Chat
• Slides sharing
• Media • Media
• Reviews and ratings in retail sites
• Wish lists
• Social Bookmarking
•Single view of the customer based on the interactions •Single view of the customer is far more complex to achieve.
history, customer profile data residing in the company’s Besides internal information, the company must rely on
base and data integration with internal systems external information such as customer profiles in social
•Company owns the data but it is limited to previous networks and his behavior when participating in a community.
interactions •Customer and other web 2.0 sites own part of the precious
data

27. Bottom Line
• Social CRM does not replace traditional CRM. It extends current 27
CRM 1.0 capabilities to engage conversations with customers and
the market,
• Social CRM humanize the company so the customer can see it as a
trusted peer (customers trust people like themselves),
• Social CRM puts the customer in the core of the company’s
strategy. It affects thoroughly operations, its value chain and
organizational structure and culture,
• Social CRM introduces new value drivers into the company’s
strategy thanks to customers engaged with the brand,
• Social CRM needs a new organizational mindset supported by web
2.0 empowered employees. By connecting employees to
themselves and to customers, the Social CRM should enable
closed-loop employee recognition based on individual results.

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29. CMR inside CRM
Customers
Collaborative
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CRM
Channels
@
Internal/external
Telephone Letter E-Mail/Fax WWW Partner-Portal *Customers Networks
IVR Back/Front Mail/Fax- Portal Conversational Social
Portal
Call Center Scanning Server Web-Tracking* CRM CRM
Campaign Complaint Impulse-
Operational
Contact
Management Management Management Management Churn
CRM
prevention
CRM
Response Lead Partner Social Network RTD Customer Data
Management Management Management Management
Database Warehouse
Answers Dashboards
Reporting Delivers
Analytical
Analytics
CRM
CRM
Answers Dashboards Delivers Analytics
Warehouse
*CMR elements

30. Bottom Line
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i CRM is Networking
CRM is not Hunting
“If you win the hearts of the customers, you will easily reach their heads!”

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