CRM

Ahmed Khadr
February 14, 2002
OISM 470 W
 Agenda
• The CRM hype!
• What is CRM?
• A Definitive Definition
• The Five Views of CRM
• A CRM Brainstorm
• Let’s Talk ROI
• The Works and Ways
• CRM in motion: Siebel Systems Inc.
• The Bottom Line
• Bibliography
 The CRM Hype!

• Customer Relationship Management

• The most confusing and hyped buzzword in
modern business
• Buzzwords used as a psychological tool by
consultants on customers

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 So, What is CRM!?

• Strategic Customer Relationship

Management
– CRM software
• Integration of all technological customer interfaces
– Front and Back end integration
• Maximizing the customer relationship

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 So, what is CRM!?
– CRM hardware
• Integration of all human to customer interfaces
through technology
– Creating order winners…
– Maximizing the customer relationship

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 Definitive Definition of CRM
• CRM is ultimately what the company defines it to
be depending on their business objectives…
– Five Views of CRM
• Marketing Automation
• Sales Automation
• Service and Service Fulfillment
• Customer Self-Service
• E-Commerce

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 Agenda
Five Views of CRM
• Marketing Automation
– …designed to get the right mix of the company’s
products and services in front of each customer at the
right time.
• Sales Automation
– Collaborative tools that enable all parties to the
transaction to interact with one another
• Service and Service Fulfillment
– Serving existing customer base through problem
resolution systems, workflow automation and field
service dispatch systems
 Five views of CRM
• Customer Self-Service
– e-CRM. Capabilities that can be directly invoked by
the customer on the internet via PC and wireless
devices.
• E-Commerce
– capabilities such as shopping, marketplace, transaction
and payment processing, and e-commerce security

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 A CRM Brainstorm

• How much do you think the average service

call costs your company?
– $0.10
– $10
– $1
• Answer:
• Can this be remedied? How?
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 A CRM Brainstorm (cont.)
• What are some possible solutions…?
– Email requires large, cumbersome databases and is usually
received unsolicitted
– Postal mail has the same effect with the added cost of material and
delivery
• How much do you think the average CRM automated web
service transaction costs your company?

Agenda
 Let’s talk ROI
• Costs and time can be daunting at first glance
– When done correctly, CRM benefits are significant
• With any enterprise software, ROI requires:
– Absolute Patience
• Enterprise software ROIs typically take years to surface
– Complete support from janitor, CEO, and all in
between
– Thorough and on-going education for the enterprise
– True understanding of calculated risks involved

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Agenda
A Successful CRM

• A successful CRM implementation with

high ROI potential needs:
– Properly trained Front Office staff
– Proper data and good use of it
– Proper workflow processes
– Proper integration of Front Office and Back Office
– Proper software to support the strategy
– Full support of top managment
Agenda
The Works and Ways
• Sales Force Automation
– Must provide a linking to other relevent IT/Enterprise
systems
• Sales Management
– Must graphically provide management with an
overview of all sales info in real time
• E.g., historical data, back office, sales force performance…
• Marketing Management
– Must organize, execute, track and analyze all
campaigns
Agenda
The Works and Ways
• Document Management
– Requires Common…
• storage and linking area
• templates for quick document generation
• Tracking and logging of changes
• Sending and Tracking of all customer communication
• Data Management
– Must quickly mine effective data out of system into
hands of decision makers.
• Improves time to reaction
Agenda
The Works and Ways
• Project Management
– Must be linked to marketing module for cost and
resource tracking
• Knowledge Management
– Must collect, organize, and analyze knowledge about
customers
• Action management
• Questionnaires
• Telemarketing Management
– Must have complete tech support
 The Works and Ways

• Customer Self-Service Capabilities

– Must have account insight, detailed inventory
information, service details/status, contact
information...at the least.

Agenda
 CRM in Motion

• Siebel Systems Inc.

– Founded in 1993
– Today: World’s Largest customer centric,
eBusiness application software provider
– 2000 Revenue: $1.79 billion
– 100% value-adding customer information
systems

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 Siebel Systems Inc.

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 Siebel Full
Customers
Industry
Spectrum!

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 The Bottom Line

Strategic Customer Relationship Managemnt

seeks to improve customer retention
through alignment of organizational vision,
business processes, and personnel with
technology.

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 Bibliography

• http://www.crmcommunity.com
• http://www.imarketingnews.com
• http://www.convergys.com
• http://www.siebel.com
• PowerPoint Presentation, “Damgaard
CRM”, Damgaard World Compass; 2000

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