Personalization for the

colorfuleggnogSoftware and s/w Development

Feb 17, 2014 (3 years and 8 months ago)

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Personalization for the

E
-
Customer:

A discussion of CRM
software packages and how
to personalize a site.


Create an imaginary plan for a personalized site and customized product.

October 6th, 2004

2

Agenda of Today


Personalization for the E
-
customer


What is CRM?


Examples of CRM software packages


What is personalization?


Why personalize?


How to personalize?


What is customization?


Create a plan for a personalized site and
customized products.

October 6th, 2004

3

What is CRM?


CRM is Customer Relationship Management



A customer service approach that focuses on
building long term and sustainable customer
relationships that add value both for the
customer and company.


A business strategy to select and manage
customers to optimize long term value.



(
www.greaterchinacrm.org
)

October 6th, 2004

4

More about CRM


CRM requires a customer
-
centric
business philosophy and culture to
support effective marketing, sales and
service processes.


CRM applications can enable effective
customer relationship management ,
provided that an enterprise has the
right leadership, strategy, and culture.
(
www.greaterchinacrm.org
)




October 6th, 2004

5

CRM Types


There are 3 types:


Operational CRM: Used for typical
business functions involving customer
services, order management, invoice/billing,
or sales and marketing automation and
management


Analytical CRM: Involves the capture,
storage, extraction, processing,
interpretation, and reporting of customer
data to a user


Collaborative CRM: Deals with all the
necessary communication, coordination,
and collaboration between vendors and
customers


(Electronic Commerce, A Managerial
Perspective 2004, p. 23)

October 6th, 2004

6

CRM software packages


Using CRM software packages can help
companies increase the level of interaction
with their existing or potential customers. They
also lead to more efficiency in operations,
lower operating costs and help in increasing
customer loyalty.


The global CRM software market is lead by
Siebel Systems, SAP, Oracle and PeopleSoft.
There are other tier
-
two vendors like
SalesLogix, Onyx, ACT!, GoldMine, SalesNet
and SalesPro.
(
http://www.dqchannelsindia.com/content/chan
neltech/104010701.asp
?
)


October 6th, 2004

7

CRM software package features


Contact management solutions


Salesforce automation


Interface with inventory systems


Back
-
end accounting packages: entire transaction
with suppliers, customers, staff, and
production/assembly plants


Import, export, data management


Integration with document and communications
systems such as e
-
mail, phone, fax, and external
calendar/scheduling systems such as Outlook


Automatic newsletters to subscribers


CRM Software packages can be customized for
different companies


October 6th, 2004

8

Examples of CRM software

1:
PeopleSoft


LONDON, UK
--

4 October, 2004
--

Today at its EMEA Connect 2004 customer
conference, PeopleSoft Inc. (Nasdaq: PSFT) announced that The Randstad
Group, one of the largest temporary and contract staffing organisations in the
world, purchased PeopleSoft Enterprise Supplier Relationship Management
(SRM) in Q3 2004. With more than 1,600 branches worldwide and in
-
house
operations within 642 client companies, Randstad places an average of 206,000
employees on a daily basis. PeopleSoft SRM will provide Randstad's customers
with a single system for staffing contract and temporary labour utilising a vendor
managed services model.



PeopleSoft Enterprise SRM simplifies the management of multi
-
currency
transactions. This enables customers to maintain control and reporting accuracy,
while utilising different currencies throughout various stages of the sourcing,
procurement and settlement processes.



"The growing demand for contingent labor requires a more efficient way to
manage services procurement," said Guy Dubois, executive vice president
international, PeopleSoft. "PeopleSoft Enterprise Services Procurement will allow
Randstad's customers to automate the entire services procurement cycle
--
from
sourcing to settlement.


(
http://www.peoplesoft.com/corp/en/news_events/news/database/press_release.j
sp?doc=4A3037BE8B05B82288256F2300465A94
)

October 6th, 2004

9

Examples of CRM software

2: Siebel Systems, Inc.


Increasingly, large enterprises are using Siebel CRM OnDemand to quickly
provide employees with access to market
-
leading CRM capabilities. Cendant is
one of the foremost providers of travel and real estate services in the world.
Using Siebel CRM OnDemand, Cendant's Travel Distribution Services division is
combining silos of information across 116 locations; unifying sales, service, and
marketing functions; improving its lead qualification process; and gaining insight
into real
-
time and historical business trends. As a result, Cendant expects to
improve its prospect conversion rate by 20 percent in the first 12 months after
deployment, while increasing time spent with customers by 25 percent.



With Siebel CRM OnDemand, small and medium
-
sized businesses are
leveraging Siebel Systems' extensive CRM expertise, gaining quick access, with
no up
-
front investment, to robust CRM capabilities traditionally available only to
large enterprises.



Additional enterprises using Siebel CRM OnDemand to increase their business
results include Boise Cascade, Countrywide Financial Corporation, Jones Lang
LaSalle, NASDAQ, and Peregrine Systems.


(
http://www.siebel.com/news
-
events/press_releases/2004/041005_accelerates.shtm
)


October 6th, 2004

10

What is personalization




Personalization is the ability to tailor a product,
service, or web content to specific user
preferences.


The matching of services, products, and
advertising content to individual consumers.


It’s one
-
to
-
one marketing, which treats each
customer in a unique way to fit marketing and
advertising with the customer’s needs.


Customers like personalization, and are willing to
pay more for it.

October 6th, 2004

11

Why personalize?


User profiles include customer
preferences, behaviors and
demographics


Personalization using customers’ user
profiles increases customer loyalty.


Personalization will also increase E
-
loyalty which is customers’ loyalty to an
e
-
tailer

October 6th, 2004

12

How to personalize?


Personalization to individuals is based on what a
company knows about the user.


To generate user profiles:


Solicit information directly from the user


Observe what people are doing online


Build from previous purchase patterns


Perform marketing research


Types of collaborative filtering:


Rule based filtering


Content based filtering


Activity based filtering


With information received using the above
technologies, E
-
tailers can create a marketing plan
tailored to each consumer.

October 6th, 2004

13

Create an imaginary plan for a
personalized site and customized product
(1)


Before starting an EC, do mall surveys,
telephone surveys and find out who is the
target consumer group.


Build an EC selling products that this
group might like


From using cookies and filtering, track
customer information online


Use EC software to target each customer

October 6th, 2004

14

Create an imaginary plan for a
personalized site and customized
products (2)


The customers each get their personalized settings
and greetings from the website


The site automatically offers the customers the
products that interest them


Customer information is “remembered” the next time
the customer logs in, so that he/she won’t need to fill
out forms to buy again


Customers get reminded by e
-
mail that a new
product is on the market and he/she might be
interested


The EC software will “remember” customer
preferences and customize products and services for
him/her


October 6th, 2004

15

What is Customization?


Customization is creation of a product or
service according to the buyer’s
specifications.



Examples of product customization:


Nike will customize sneakers for its
customers


Dell will customize PCs for its customers



Examples of Service customization:


FedEx will customize pick up and shipping
time for customers


Dell has 2 year, 3 year or 4 year onsite
service plans for customers to purchase

October 6th, 2004

16

Examples of personalization


“Welcome, Yu!”


“Thanks, Yu!”


“You might be interested in this new product..”


“Would you like to see some related products?”


“It’s just a reminder e
-
mail that we have more phone
cards that you might be interested in. ”



“Yu, we're delighted to have you as a new customer. ”


“Your FedEx account gives you the flexibility to take
advantage of convenient and simple FedEx services
that make shipping easier for you ”

October 6th, 2004

17

Conclusion



Personalization is a must for a
successful EC


CRM software packages will make
personalization much easier


With personalization and customization,
customer loyalty is greatly increased





The End!