The Role of IT in CRM
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The document discusses the role of IT in customer relationship management (CRM). It states that IT should be a trusted partner to the business, helping to align IT strategies with business objectives and define requirements for IT-enabled projects. The traditional view of CRM involving people, processes, data, and technology is transformed by focusing on the business view and IT service management view. Key aspects of CRM discussed include the purpose of nurturing long-term customer relationships, common CRM technologies and their features, and considerations for selecting a CRM solution like business goals and information needs.
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The Role of IT in CRM
- 1. THE ROLE OF IT IN CRM People, Process, Tools, Data & More Elizabeth Caldwell, M.P.A., C.P.M., ITIL Actions and Answers - 10/21/2020 ©AnswersandActionsAllRightsReserved
- 2. WHO AM I? I am passionate about the customer’s experience and employee engagement, these are two foundational necessities that boost a customer’s satisfaction. I’ve been recognized as a leader and a change agent with a successful track record of developing and managing customer relationships. I am the owner of Answers and Actions LLC, a coaching and consulting business, that helps individuals and businesses obtain success. I am a public speaker, facilitator and have worked in the field of IT for over 20 years. ©AnswersandActionsAllRightsReserved
- 3. DISCLAIMER The views express in this presentation and on the following slides are solely those of the presenter, and I represent Answers and Actions LLC. This content in this presentation is for educational purpose only, and is based upon observations, research and personal experiences. It is being presented to the MBA - Hospitality Management students at Ramaiah University of Applied Sciences, Bangalore. ©AnswersandActionsAllRightsReserved
- 4. The Purpose of a Business is to Create and Keep a Customer - Peter F. Drucker ©AnswersandActionsAllRightsReserved
- 5. A Few Questions that a Business Must Address to Win a Customer 1. What Sets Your Brand Apart From Others In This Market Space? 2. How Can You Show Me That You Understand My Need? 3. What Type of Customer Experience Can I Expect? 4. Am I Getting The Best Value? Internal Business Partnerships between Operations, Sales, Marketing and IT ©AnswersandActionsAllRightsReserved
- 6. This Photo by Unknown Author is licensed under CC BY-NC-ND “At the end of the day people won't remember what you said or did, they will remember how you made them feel.” ― Maya Angelou ©AnswersandActionsAllRightsReserved
- 7. Today it is all about the Customer’s Experience! Congrats - This Is Not New to the Hospitality Field Customer Success – Value, Expansion and Retention Brand Loyalty - Customer Advocates Self-Service – Multichannel Access Many companies are implementing and monitoring CX strategies to improve their Customer's Experience. NPS CSAT CES Other Internal Metrics ©AnswersandActionsAllRightsReserved
- 8. WHAT ROLE DOES IT HAVE? Being a Trusted Advisor and Partner ▪ Participate in the Business Strategic Planning ▪ Build an IT Strategy that that Aligns to the Business Objectives and Strategies ▪ Helping the Business to Clearly Define Requirements for specific IT enabled projects ▪ Overall, to help the organization provide the best services and customer experiences. ▪ Enable a business to be proactive ▪ Enable increased productivity, and do it in a cost efficient manner. Help the business realize a cost savings, where feasible. ▪ Assist in streamlining communications ▪ Enhance managerial decision-making. ©AnswersandActionsAllRightsReserved
- 10. TRANSFORMING THE TRADITIONAL APPROACH IN IT-ENABLED SERVICES http://cioacademyasia.org/wp-content/uploads/2019/05/TLF-Data-Forum-Post-Event-Report-Final.jpg https://zeedup.com/the-four-dimensions-of-service-management-in-itil-4/ Business View IT Service Management View ©AnswersandActionsAllRightsReserved
- 11. PEOPLE Internal ▪ Culture of the company ▪ Maturity Level for Change ▪ Executive Support ▪ Employee Engagement ▪ Skill Levels ▪ Communication Plan External ▪ Customers ▪ Suppliers ▪ Other Stakeholders ▪ Communication Plan ©AnswersandActionsAllRightsReserved
- 12. PROCESS ▪ Corporate Values (Guiding Principals) ▪ Best Practices or Most Appropriate Practice? ▪ Repeatable ▪ Continuous Process Improvement Frameworks Measurements GovernanceStrategies FeedbackFeedback ©AnswersandActionsAllRightsReserved
- 13. TECHNOLOGY ▪ Proper Requirements Documented and Validated (Inclusion) ▪ Timeframes ▪ Clear Contract Terms – e.g. Who Owns the Data? SLAs? ▪ Total Cost of Ownership ▪ SaaS or in-house support ▪ Out of the Box ▪ License Models (Forrester: Moving towards Outcomes & Business Value as opposed to Consumption1) ©AnswersandActionsAllRightsReserved 1https://go.forrester.com/blogs/top-crm-trends-for-2020/
- 14. DATA ▪ Multi-sources/systems ▪ Master Data Management Strategy ▪ Business Intelligence (BI) ▪ Cyber Security ▪ Specific Software Solutions ▪ CRM – One Source for All ©AnswersandActionsAllRightsReserved
- 15. WHAT IS THE PURPOSE OF CRM “Basically, it helps nurture relationships with customers for long-term sales. Although the underlying principle in CRM is not to squeeze out more profits but to make customers happy, which in turn results in product loyalty and more revenues for the business.” https://financesonline.com/category/b2b-news/page/30 https://evillusionist.files.wordpress.com/2016/08/business-wallpapers-hd-free-download.jpg ©AnswersandActionsAllRightsReserved
- 16. WHAT IS CRM TECHNOLOGY? Software that allows businesses to manage and analyze its interactions with its customers; current and potential. It uses data about a customers’ interactions with the company with the goal to improve its relationships with customers, and to increase customer retention and ultimately driving sales growth. https://evillusionist.files.wordpress.com/2016/08/business-wallpapers-hd-free-download.jpg ©AnswersandActionsAllRightsReserved https://coleofduty.com/wp-content/uploads/2020/06/Customer-Relationship-Management- CRM-Software.png
- 17. CRMS IN THE MARKETPLACE ©AnswersandActionsAllRightsReserved ▪ CRM software is now the biggest software market in the world and the growth isn't slowing down. In fact, CRM is now expected to reach more than $80 billion in revenues by 20252. ▪ Over 100 Types of CRMS in the marketplace with various functionalities ▪ Determine the best solution by your Business goals, PPT & Information Needs 2https://www.superoffice.com/blog/crm-software-statistics/
- 18. SOME COMMON TYPES & FEATURES ©AnswersandActionsAllRightsReserved Customer End to End Lifecycle Contact Mgmt. Lead Mgmt. Opportunity Mgmt. Forecasting Sales Force Automation Marketing Campaign Mgmt. Workflows Emails Customer Service & Support Help Desk Analytics Dash Boards Mobile Access and more…. Operational Collaborative Analytical Customer Centric
- 20. ADDITIONAL POINTS ▪ Customer Journey Mapping ▪ CRM and AI ▪ Robotic Process Automation ▪ Self-Service ▪ Keep a Human Touch ▪ Personalization ▪ Customer Effort ▪ VOC https://i.pinimg.com/736x/82/07/5c/82075cba57656e5e9400626a8a4afa40--maps.jpg ©AnswersandActionsAllRightsReserved
- 21. Thank You