Leveraging CRM for Customer Experience Management
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Learn about how Avtex thinks about CRM. Why is it our choice as a repository of all customer data? What kinds of capabilities has Microsoft built into their version of CRM that help it become the hub of your Customer Experience strategy? How does big data fit? How can you make it fun? Join Bart Sneary, VP of Microsoft Business Solutions, for a session outlining the core business value of Dynamics CRM as an optimal customer experience enabler.
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Leveraging CRM for Customer Experience Management
- 1. Leveraging CRM for Customer Experience Management Bart Sneary VP Microsoft Business Solutions Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012 Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 2. Customer Experience Track Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 3. Agenda • Customer Journey • Customer Experience Pyramid • Trust • Enriched Interactions • Demonstration • Why we chose Dynamics over other CRMs • Questions Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 4. Customer Experience Realization Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 5. Customer Experience Realization Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 6. In-Session Question # 1 Do you use a commercial CRM Package today? Y / N Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 7. In-Session Question # 2 If Yes, which one? 1. Microsoft Dynamics CRM 2. Salesforce.com 3. Oracle Siebel/Fusion/RightNow 4. SAP 5. SalesLogix 6. Other Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 8. (Source: Outside In - 2012) Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 9. (Source: Outside In - 2012) Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 10. (Source: Paul Greenburg - 2012) Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 11. The Optimized Customer Experience It’s not about multi channel Interactive Voice Social Video Portals Next ... Response IVR It’s about cross channel Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 12. CRM Impact - Let’s break it down Interactive Voice Social Video Portals Response IVR Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 13. Demonstration Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 14. Microsoft Dynamics CRM An End to End Solution Marketing Extended CRM Effectiveness Applications Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 15. Key Trends Impacting Customer Relationship Management Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 16. Questions? Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 17. Thank you! Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
- 18. Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
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- Use this slide to convey that an optimized customer experience is one that focus on INTEGRATION across channels and not focused on standing up more silos. Put yourself in the shoes of a customer and imagine some of the poor experience you have had as a customer. Getting bounced around when calling into a contact center and having to provide your same information (customer name, account # etc.) multiple times. This situation is a by-product of poor integration of systems and processesInconsistent information across multiple channels such as a website and when calling into a contact centerKey Message is CROSS CHANNEL INTEGRATION
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- Let’s begin by talking about some of the key trends impacting sales,marketingand customer care. Of course there are the 4 big trends of Mobile, Social, Big Data and Cloud which I’ll cover more in a minute, but the most fundamental change that’s impacting CRM is the fact that customers are more empowered than ever. They have access to more information, they have greater choice and they have more power than ever before. Here area few interesting statistics:First of all today, on average, prospects don’t engage with a sales representative until a full 57% thru the buying process, that’s close to double what it was just 2 years ago. What this means is that prospects are getting a majority of their information from other sources than your sales people – they are getting it Online, from web sites, from Search and their getting it from their Social networks.2nd statistic relates to Tele-marketing or Telesales, which a tried and true marketing and sales tactic for decades. Today a telesales rep has less than 4.5% chance of getting a prospect to pick up the phone. Again that’s about half what it was just 2 years ago.What about email – well a cold email sent by marketing or a sales rep now has less than 3% response rate, again significantly less than just 2 years ago.But what’s interesting is that an email sent by LinkedIn Inmail- which leverages a 2nd degree connection, meaning you know someone who they know and you reference that connection in the InMail- has a whopping 67% response rate. And what are the key trends in Customer Care? For those of you focused on delivering an exceptional experience to your customers through your customer care efforts, the stakes have never been higher. The advent of social media has marked the rise of the individual voice, and that voice is powerful. Maybe you remember the Faberge Organic Shampoo commercial from the 80s that encouraged customers to talk about their product… It went something like -- “If you tell two friends, and they tell two friends and so on and so on”—well, when you add that up, that’s about 16 people who hear about this customer’s experience. Just for kicks, let’s look at that phenomenon today. Say you were to “tell your friends” on Facebook (you probably know that the average number of friends per user is about 130)—and they tell their friends and so on and so on -- you are suddenly talking about being able to share your experience with over 285M people! So when we ask ourselves if the voice of our customer matters? The answer is a resounding -- Yes, it does. Social media is changing the way we interact both in our personal and business life. The key is to think of Social as another channel for engaging with colleagues, prospects and customers, not a replacement for existing communications. The goal should be how to harness social technologies in order to drive better business outcomes tied to higher productivity and better customer services. In other words it’s not about “being more social”, it’s about being more “productive”.Across the board, Mobile is a significant trend changing the way sales and customer care teams interact with customers. Selling has always been a hyper fast and competitive environment, but more than ever sales people and other field based workers require instant access to information and insights from wherever they are and from whatever device they choose. On the customer care front, Mobile is an exploding channel. In 2010, Yankee Group found that 72% of customers want to be able to post questions to companies through social media and track the response. We already have a sense for the impact of social media on brand perception, being able to resolve issues effectively through that channel is a must. In fact, by 2020, it is predicted that there will be over 10 B mobile connected devices (obviously no longer just phones…). This is changing the way customers want to interact with us—they want to resolve issues on their phones. In a 2010 study, J.D. Power and Associates found that 56% of customer service calls are made by customers calling in on mobile phones to resolve issues. Cloudhas been a key trend in CRM for the last several years, but it’s now truly reaching mainstream because of the benefits it provides both sales organizations as well as IT in terms of cost and agility from rapid set up and deployment, to predictable pay as you go pricing and instant on anywhere access. It also means sales organizations and other departments are less dependent on traditional IT purchasing processes.Another hot topic right now is Big Data which relates to taking advantage of increased computing power and BI capabilities to bring together large amounts of data both from within your company and across the public internet as a way to gleam important insights. In the context of sales, a good example of this the ability to provide sales reps with up-to-date real-time information about their contacts and accounts – information from your CRM system together with information from Social profiles and 3rd party services such as Hoovers or Dunn and Bradstreet and surfacing that information in the context of where the sales rep is in the sales cycle. This is what’s referred to as Sales Intelligence.
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