Today, customers expect companies to adopt new customer centric business models Enterprise Recall
Third Parties
Securities & Product Specialist Insurance Product Specialist
Call Centre
Relationship Managers
Banking Products & Product Specialist
Customer Segments Self Service (Web / Other Devices)
Branches & ATMs
CRM Defined !"#$%&'%()*%'+,*%+'%-.*/ "#$%&'%()*%'+,*%+'%-.*/(-/ (-/-.*% ,+01*(&.23%4)&'%56'(-,*0/ ,+01*(&.23%4)&'%56'(-,*0/7-56'*8% 96'&.*''%,-8*:%+:'-%2-*'%9;%()*%.+,*'% 0*:+(&-.')&+0&*(;%-7%-()*0%(*0,'3%?6(%()*%&8*+%&'%()*% '+,*@%*'(+9:&')%0*:+(&-.')&&86+:%.**8'3! &.8&>&86+:%.**8'3! DE*%/6,&8 F)$*()'%;&$'056%,%(+$'(-$-*.;/3%(+$ A(/E;*-+*$':/6)$/(*G A(/E;*-+*$':/6)$/(*G&$06&)/7*,& '(-$6&%(+$)1%&$%(2/,7')%/($'0,/&&$)1*$ >',%/6&$)/601./%()&
The CRM Vision Customers
market
Channels
Customer Relationship Management
Products/Services
Development & integration of multiple sales & service channels
Management of innovation & time-to-market
sell Customer contact points:
Mail Web
Face-to-Face Telephony
Business Applications: Self-Directed Buying Customer, Self and Field Service Campaign Management Sale Support and Automation Technologies: Telephony Internet/Web Content Management Middleware
V
Proactive management of Customer interactions based on customer profiles
II
Customer Relationship Management Principles
III
Development of Customer preferred strategic sales, marketing and service channels
Support infrastructure enabling personalised customer interactions which direct upselling and cross selling regardless of channel
Sharing of customer information and overall interactions within and between an organisations sales, marketing and service operations
Why firms invest in CRM…
Proactive management of customer information & relationships
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Clear understanding of individual Customer Behaviours and associated contribution of Profit
IV
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serve
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Client/Server Mobile & Wireless Computing Data Warehousing/Mining
Reducing the cost of sales F-*()%23%(+$06&)/7*,$),*(-&$'(-$.'))*,(&$/2$ 0/(&67.)%/( X*;.$)1*$,%+1)$%(2/,7')%/($2;/E$)/$E1*,*>*,$ %)Y&$(**-*-$)1,/6+1/6)$)1*$/,+'(%&')%/( %)Y&$(**-*-$)1,/6+1/6)$)1*$/,+'(%&')%/(88 F-*()%23%(+$'(-$)',+*)%(+$06&)/7*,&$:*))*,8 Z*0,*'&%(+$0/&)$/2$7',A*)%(+$0'7.'%+(&8 F(0,*'&%(+$06&)/7*,$;/3';)38 F(0,*'&%(+$06&)/7*,$,*)*()%/(8
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"*-60%(+$06&)/7*,$016,($,')*$MO$0'($ %(0,*'&*$.,/2%)&$PMQ %(0,*'&*$.,/2%)&$PMQRMO S')%&2%*-$06&)/7*,&$',*$+,*')$&/6,0*$/2$ 7',A*)$0'.%)';%&')%/( T$%7.,/>*-$"UF$ 7',A*)$0'.%)';%&')%/(T$%7.,/>*-$"UF$ V67:*,$W$,*'&/($2/,$06&)/7*,$-*2*0)%/(&$ %&$.//,$06&)/7*,$&*,>%0*
Importance of CRM
ROI and Customer Satisfaction
Reasons for Switching Away [*'>*(*3 ?WRRMB$&)6-%*-$&E%)01%(+$ 'E'3$2,/7$&*,>%0*&8$$"*'&/(&$+%>*(\
High
ROI
Low Low
High
Customer Satisfaction
Why is CRM Important to an Organisation? I1*$:*(*2%)&$/2$!"#$',*$0;*',\$93$ &),*'7;%(%(+$.,/0*&&*&$'(-$.,/>%-%(+$ &';*&4$7',A*)%(+4$'(-$&*,>%0*$ .*,&/((*;$E%)1$:*))*,4$7/,*$ 0/7.;*)*$06&)/7*,$%(2/,7')%/(4$!"#$ *(':;*&$/,+'(%&')%/(& *(':;*&$/,+'(%&')%/(& )/$*&)':;%&1$ 7/,*$.,/2%)':;*$06&)/7*,$ ,*;')%/(&1%.&$'(-$-*0,*'&*$/.*,')%(+$ 0/&)&8
CRM and People S),')*+%0$;*>*;$"/;*&$/2$J=*06)%>*& H !JU4$!#U4$!^U4$!FU4$$c_$/2$S';*&
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P]O PWO W`O WWO WaO bO bO PO bO
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
Three Main Areas of CRM W8 S';*&$^/,0*$C6)/7')%/($?S^CB P8 !';;$/,$S*,>%0*$!*()*,$U.*,')%/(& d8 #',A*)%(+$C6)/7')%/( eI1*&*$',*$%7.'0)*-$:3$%()*+,')%/($ E%)1$/)1*,$&3&)*7&$&601$'&$J"_4$ Zf4$'(';3)%0&4$*Q Zf4$'(';3)%0&4$*Q!/77*,0*4$*)08
1. Sales Force Automation f'&$)1*$2%,&)$',*'$2/,$!"# H S)',)*-$'&$'$06&)/7*,$&';*&$>%&%)$;/+$/,$ D/6,(';
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Sales and Sales Management S';*&$,/;*&$7'3$-%22*,$E%-*;3$-*.*(-%(+$/($ )1*$&';*&$01'((*;$%(>/;>*-
General SFA Process 1. Sales Lead
2. Qualification
3. Propose offering to customer
Interface to qualification guidelines and systems
Interface with sales support staff and systems
4. Close Sale
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Interface product delivery staff and systems
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2. Call or Service Centers !*(),';%&*- 0';;$/,$&*,>%0*$0*()*,&$ ./.6;',$7/-*;$ H I%*-$)/$haa$(67:*,&4$E',,'()3$0',-&4$ E*:$&%)*&4$*7'%;4$*)08 H !'($:*$6&*-$)/$0/;;*0)$-')'4$+*(*,')*$ ;*'-&4$6.Q ;*'-&4$6.Q&*;;4$0,/&&Q &*;;4$0,/&&Q&*;;4$*)08 H F(Q F(Q:/6(-$>&8$/6):/6(-$.*,&/((*; H K&6';;3$-%22*,*()$;*>*;&$/2$*=.*,)%&*$ %(>/;>*-
Call Center Scenarios g*'-$56';%2%0')%/( F(:/6(-T/6):/6(-$)*;*&';*& X*;.$-*&A !6&)/7*,$&*,>%0* !/7.;'%()&$.,/0*&&%(+ !/(),'0)$7'%()*('(0* "*)6,(&$.,/0*&&%(+ F()*,(*)$&*;2$&*,>%0* S*,>%0*$0/(2%,7')%/( S*,>%0*$.,/0*&&%(+$E%)1$0/(),'0)$ ;*>*;$'+,**7*()&
Call Centre Processes 1. Customer service request received.
2. Service warranty validated by CSR.
Customer Warranty database
3. Request received by Customer Service Representative (CSR)
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Call Tracking System
5. Customer service call is closed once service is completed.
4. Service provided by CSR
3. Marketing Automation #/,*$&),')*+%0$%($)*,7&$/2$7/(%)/,%(+$ 7',A*)%(+$.;'(&4$.*,2/,7'(0*4$),*(-& H F(0;6-*&\ #',A*)%(+$_;'($0,*')%/( !'7.'%+($7'('+*7*() g*'-$7'('+*7*() I',+*)$+,/6.$0,*')%/( _,/-60)$.,/./&';& _,*-%0)%(+$06&)/7*,$:*1'>%/, !6&)/7*,$.,/2%)':%;%)3$'(';3&%&
1. Target Customers Identified
2. Design Marketing Promotion
7. Promotion analysed and the data source updated
CRM Data store
5. % of the target reached responds to the promotion
CRM and the Marketing Process 2/06&*-$/($;*'-$7'('+*7*()$ '(-$'E',*(*&&$/2$)1*$.,/-60)&$ '(-$&*,>%0*&$:*%(+$/22*,*-$:3$ '$2%,7$ F()*,(*)$#',A*)%(+ H *Q7',A*)%(+ H *Q&';*& H *Q&*,>%0*
General Marketing process
6. % of respondents purchase product or services
Call Center Metrics
3. Promotion delivered via prescribed media
4. % Of target base are reached by promotion
CRM Industry !"#$.,/-60)&$-/$*>*,3)1%(+$2,/7$ ),'0A$06&)/7*,$:*1'>%/6, ),'0A$06&)/7*,$:*1'>%/6, )/$ .,*-%0)%(+$)1*%,$26)6,*$7/>*&$)/$ &*(-%(+$-%,*0)$*7'%;$ SC_ U,'0;*T_*/.;*S/2)TS*%:*; U(3= 9''(TF(>*(&3& c'()%>* !;',%23 S';*&2/,0*80/7
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