Strategy in One Act

tunisianhomeΛογισμικό & κατασκευή λογ/κού

17 Φεβ 2014 (πριν από 3 χρόνια και 5 μήνες)

53 εμφανίσεις

Jane’s Adventures in CRM
Land


An Integrated CRM
Strategy in One Act


Therese Lloyd


Doug Murphy


Stacy Stewart


Lawrence Weiner

The MIS 7500 Players

Proudly Present:


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Internet

Web Personalization


Software

Financial Planner

Sales
-
Force

Automation Software

Call Center


Computer Telephony

Integration Software

ATM

ATM Switch

Software


Front
-
Office


CRM


Applications

Software for:

•Sales

•Customer


care/service

•Campaign


management




Operational Customer

Information Database

•Demographic data,

•Customer ID

•Account numbers



Business Intelligence Software

Online analytical processing (OLAP)

and data
-
mining software are used to:

•Analyze profitability

•Analyze wallet share

•Perform predictive analysis, e.g.,


best time to pitch new products


Customer Data Warehouse

Holds customer data, updated

from customer
-
information

database; historical account;

credit, transaction & loan data

from core
-
processing systems;

marketing program responses.

Back
-
Office Core

Processing Systems

Demand deposit accounts,

mortgage servicing, credit

card processing, installment

loans, equity trading

Jane’s access

channels


Customer
-

facing systems

Analysis and

planning systems

LEGEND


Recap: What is CRM all about?



Identifying your customers



Differentiating customers in terms of needs and
value to company



Interacting with customers in ways that improve
cost efficiency and transaction effectiveness



Customizing products and services for customers

Why embrace CRM?



Offer better service at lower cost:





Customer call screened by agent costs $33


Same call answered in chat room costs $7.80


Same query answered by robot costs $1.17


Maintain or increase marketshare


Increase profitability







Anderson study finds 60 % difference in
Return on Sale between average and leading
companies

Who Needs CRM?

Airlines,

Packaged goods

manufacturers

III

III

II

IV

I

Bookstores

Gas stations

Pharmacies

Computer systems

companies

CUSTOMER NEEDS

Uniform

Highly

differentiated

Uniform

Highly

differentiated

How to Implement a

CRM Solution



Define a customer
-
centric business strategy



Redesign organizational/functional activities



Change company culture



Reengineer work processes



Define systems/technology strategy and


requirements

Factors Driving Technology
Decisions



Strategy (channel and core competencies)



Existing systems



Build versus buy strategy



Dynamic industry & changing technologies



Budget

Technical Requirements for a
Successful Implementation



Connectivity to disparate data sources



Real
-
time information through centralized


repository



Unified channels of customer interaction



Integrate with workflow engine



Integrate with ERP applications



Rule
-
based business intelligent & analytical


capabilities



Flexible & scalable solutions

Selecting the Right

CRM Vendor(s)



No generic out
-
of
-
the
-
box solution



No one company offers an end
-
to
-
end solution



Customization is inevitable



Most closely aligned with own business strategy



Specializes in specific channels and core




competencies

Total Projected CRM

Annual Revenue

0
2
4
6
8
10
12
14
16
18
1998
1999
2000
2001
2002
2003
CRM Revenue
Vendors in the CRM Market



Siebel Systems



Clarify



Vantive



Oracle



BroadVision



Remedy



ATG



Silknet



Pegasystems



Edify



Dendrite International



Baan Company

New Benchmarks and Metrics


LifeTime Value of a customer
(e.g. Lexus)


Conversion
-
to
-
purchase


First time


Repeat


Automated sales completion


Brick and Mortar
-
to
-
Web Sales Ratio


Reshaping the Concept

of Customer Service


Largest

IT initiative in the

company’s history


Integrated product installation,

service and repair process


Customer interactions
in
-
person,

by phone and the web


Faster product repair turnaround


Increased factory

reimbursement rates



More than 3,000 concurrent

users nationwide



CRM provides

the strength,
flexibility, and

support necessary

to move our

business forward”

Capture Repeat Sales Through
“Luxury

Class”

Customer

Service


Customer loyalty

worth $600,000


High
-
tech, high
-
touch

personal care


Single integrated system

replaced 15 mainframe

databases


Laid the groundwork for

future, web
-
based access

to system by dealerships


Minutes saved per call;

efficiency up by 10%


Training time and costs down




“CRM is
fundamental

to our becoming

a world
-
class
customer

service center.”

What Analysts Are Saying

Meta Group

“The difference between winners

and losers in the early 21st century

will be CRM.”