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Using technology to get closer to your customer Sandra M. Eisenberg
What is CRM software ,[object Object],[object Object],[object Object],[object Object],Customer Relationship Management
Lifecycle Management Integrated sales, marketing and service across all channels and all products Customer Database “ single view of customer” Lead Tracking & Sales Management Contact Management Campaign Management Marketing Encyclopaedia Customer Service Management Integration with Product Engines (Transactions) Telemarketing Workflow & Fulfilment
Economics of customer retention “ Winning back a lost customer can cost up to 50-100 times as much as keeping a current one satisfied.” Rob Yanker, Partner, McKinsey & Company Understanding your customer is key to retention…..
Challenges impacting understanding your customer Determine Best  Resource  Know the Customer’s  Value Learn from Customers Identify the Customer Access  Complete Customer  Profile & History
Common Complaints “ I hate being transferred from one person to another.” “ It is frustrating to sit on hold for minutes on end.” “ Why can’t everybody know my issue? This is the 10 th  time I have call about the same problem.  Don’t they value my business?” “ I might not get a timely answer if I email. I’d rather call.” “ How come when I go to the web site I get a different answer than when I call into your call centre?” “ I entered my account number and the agent still asks me for it.” “ I just want to talk to a live person rather than enter 1, 2, or 3 on my touchtone phone.”
Avoid information silos There is often a lack of integration between channels. Sales and Customer Service Agents had little visibility into the Web channel, and Web sites sometimes had little correlation with what was available Web, Email, Wireless •  24x7 •  Visual Call Center •  Convenient •  Immediate Field Sales •  Hands-on •  Consultative Resellers •  Local •  Multivendor Source: Gartner Group Customers
Understanding your customer in the context of CRM Customer Information CUSTOMERS Products/Services Geographies Legacy / Back office Web & Email Call Centre Field Sales Partner/Agent … Drives Service Delivery Across All Business Units Visibility Across All Channels… Best Practices
Implementing CRM  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Implementing CRM ,[object Object],[object Object],[object Object],[object Object]
Implementing CRM  ,[object Object],[object Object],[object Object],[object Object]
Implementing CRM ,[object Object],[object Object],[object Object],[object Object]
Know your customer common business processes Identify Customer Identify Request Cross-sell / Up-sell Offer Capture Customer  Details / Update Profile Obtain Customer Feedback Complete Task Initiate Request Phone Email Web Route to Best resource Agent skills Agent availability Customer attributes Screen pop Customer History Call Center  Agent Customer Technology
Implementing CRM ,[object Object],[object Object],[object Object],[object Object]
Implementing CRM Key: 1 to 1 – One-to-one marketing CRS – Call reporting system  ISS – Interactive selling system  MC/S – Mobile client/server system  MES – Marketing encyclopaedia system OMS – Opportunity management system  SAS – Sales analysis system  SCM – Supply chain management  SCS – Sales configuration system   Generation   1 st   2 nd   3 rd   4 th   5 th   6 th   7 th   Key application  components Word processor Spreadsheet Email Change mgmt potential Low  Return on Investment  High Sales styles ROI Enables  Team and  technique focus  Acct/territory manager Order entry CRS, SAS MC/S Contact  manager Expense  reports SCS, OMS, MES Telesales, ISS, Integrated sales desktop  Enterprise OMS Intra-enterprise  team selling All assisted  channels  integrated  Inter-enterprise OMS Virtual sales channel Inter-enterprise team selling  Technology  enabled  buying Web buying  Integrated  inter- and intra-enterprise  Minimal   Significant  Daunting Extreme   Individual  Sales Team   Enterprise/Value Network   Product Selling  Proposition Selling Solution Selling  SCM  1 to 1 Source Gartner Group
A CRM solution has wide strategic benefits ,[object Object],[object Object],[object Object],[object Object],[object Object]
Implementing CRM ,[object Object],[object Object],[object Object],[object Object],Technology is just the enabler!
In summary ,[object Object],[object Object],[object Object],[object Object]

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CRM Overview

  • 1. Using technology to get closer to your customer Sandra M. Eisenberg
  • 2.
  • 3. Lifecycle Management Integrated sales, marketing and service across all channels and all products Customer Database “ single view of customer” Lead Tracking & Sales Management Contact Management Campaign Management Marketing Encyclopaedia Customer Service Management Integration with Product Engines (Transactions) Telemarketing Workflow & Fulfilment
  • 4. Economics of customer retention “ Winning back a lost customer can cost up to 50-100 times as much as keeping a current one satisfied.” Rob Yanker, Partner, McKinsey & Company Understanding your customer is key to retention…..
  • 5. Challenges impacting understanding your customer Determine Best Resource Know the Customer’s Value Learn from Customers Identify the Customer Access Complete Customer Profile & History
  • 6. Common Complaints “ I hate being transferred from one person to another.” “ It is frustrating to sit on hold for minutes on end.” “ Why can’t everybody know my issue? This is the 10 th time I have call about the same problem. Don’t they value my business?” “ I might not get a timely answer if I email. I’d rather call.” “ How come when I go to the web site I get a different answer than when I call into your call centre?” “ I entered my account number and the agent still asks me for it.” “ I just want to talk to a live person rather than enter 1, 2, or 3 on my touchtone phone.”
  • 7. Avoid information silos There is often a lack of integration between channels. Sales and Customer Service Agents had little visibility into the Web channel, and Web sites sometimes had little correlation with what was available Web, Email, Wireless • 24x7 • Visual Call Center • Convenient • Immediate Field Sales • Hands-on • Consultative Resellers • Local • Multivendor Source: Gartner Group Customers
  • 8. Understanding your customer in the context of CRM Customer Information CUSTOMERS Products/Services Geographies Legacy / Back office Web & Email Call Centre Field Sales Partner/Agent … Drives Service Delivery Across All Business Units Visibility Across All Channels… Best Practices
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Know your customer common business processes Identify Customer Identify Request Cross-sell / Up-sell Offer Capture Customer Details / Update Profile Obtain Customer Feedback Complete Task Initiate Request Phone Email Web Route to Best resource Agent skills Agent availability Customer attributes Screen pop Customer History Call Center Agent Customer Technology
  • 14.
  • 15. Implementing CRM Key: 1 to 1 – One-to-one marketing CRS – Call reporting system ISS – Interactive selling system MC/S – Mobile client/server system MES – Marketing encyclopaedia system OMS – Opportunity management system SAS – Sales analysis system SCM – Supply chain management SCS – Sales configuration system Generation 1 st 2 nd 3 rd 4 th 5 th 6 th 7 th Key application components Word processor Spreadsheet Email Change mgmt potential Low Return on Investment High Sales styles ROI Enables Team and technique focus Acct/territory manager Order entry CRS, SAS MC/S Contact manager Expense reports SCS, OMS, MES Telesales, ISS, Integrated sales desktop Enterprise OMS Intra-enterprise team selling All assisted channels integrated Inter-enterprise OMS Virtual sales channel Inter-enterprise team selling Technology enabled buying Web buying Integrated inter- and intra-enterprise Minimal Significant Daunting Extreme Individual Sales Team Enterprise/Value Network Product Selling Proposition Selling Solution Selling SCM 1 to 1 Source Gartner Group
  • 16.
  • 17.
  • 18.