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CRM

Ahmed Khadr February 14, 2002 OISM 470 W

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The CRM hype! What is CRM? A Definitive Definition The Five Views of CRM A CRM Brainstorm Lets 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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Five Views of CRM


Marketing Automation

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designed to get the right mix of the companys 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? Agenda

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?

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Lets 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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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

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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

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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

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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.

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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

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Siebel Systems Inc.

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Siebel Customers

Full 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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