Customer relationship managemenr

Viet Dung Trinh

Agenda
What is CRM? A Definitive Definition The Works and Ways CRM in Motion The Bottom Line Bibliography

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

So, what is CRM!?

CRM hardware
Integration of all human to customer interfaces through technology
Creating order winners Maximizing the customer relationship

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

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

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

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

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.

CRM in Motion
Siebel Systems Inc.
Founded in 1993 Today: Worlds Largest customer centric, eBusiness application software provider 2000 Revenue: $1.79 billion 100% value-adding customer information systems

Siebel Multichannel eBusiness

Customer

Delivers Multichannel CRM Supports Industry Specific Business Processes Embeds Best Practices Provides visibility across entire business Adapts to support changing business requirements Integrates seamlessly with other applications

Web & Email

Sales

Call Center Sales Service Customer Information

Service
Service Management

Partners

Sales Force and Forecast Management

Marketing

Marketing Planning and Budgeting

Account Management

Opportunity Management

Customer Asset Management

Service Delivery

Service Analytics

Parts Inventory Management

Campaign Management

Channel Promotions Management

Loyalty Programs Management

Professional Services Management

Order Management

Order Management (Self-Assisted)

Billing Management

Customer Satisfaction Management

Returns and Parts Repair

Events Management

Marketing Operations

Branding and Awareness

ERM
Align Workforce Manage Performance Manage Corporate Communications Develop Competencies Drive Productivity

Analytics Universal Application Network

Finance

Mfg.

Billing

OSS

HR

Legacy

Microsoft .NET Framework

Smart Clients
Siebel eBusiness applications across many devices

Windows .NET Servers

Windows OS Siebel Gateway and Siebel Server

.NET Enterprise Servers

UAN and BizTalk Server SQL Server Exchange Server

Developer Tools
Visual Studio Siebel Tools

What the Siebel-Microsoft Global Alliance Will Deliver

Dedicated resources delivering joint solutions:
BizTalk Server SAP

Microsoft BizTalk Server and Visual Studio .NET design toolset will support Universal Application Network and Siebel Integration Business Processes Siebel eBusiness Applications will be optimized for Microsoft .NET, Windows Server operating systems, and Microsoft SQL Server Siebel eBusiness Applications will leverage .NET Framework to enhance interactivity of the Siebel Smart Web Client, integrate more tightly with Microsoft Office, and enable deployment on emerging mobile devices

Business Process Controller Common Object Model Transport Layer

Siebel Data Model

Transformation Adapter

Transformation Adapter

SAP Data Model

Adapter

Adapter

Adapter

PSoft

Legacy

i2

Portal

Adapter

The Bottom Line

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

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