Agenda

1
Agenda

• Introduction
• Interactive discussion
• Tools that ADTRAN uses
• real-world examples of CRM
• Answers to your questions

2
David Dodd

• Director - Applications Engineering, Training
  Technical Publications
• 8 years with ADTRAN
• 6 years with Intergraph
• BS Computer Engineering MSU
• NOT a CRM guru

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ADTRAN

• NOT an ideal example of automated CRM IT
  infrastructure
• IS an ideal example of a company focused on
  exceeding customers expectations
• Balanced view of the good and bad

4
Company Overview
Corporate Statistics

• FY2001 Revenue 387 Million
• FY2001 Units Produced 2.2 Million
• Employees 1,600
• Location Cummings Research Park, Huntsville,
  Alabama
• Products Installed in 47 Countries Worldwide

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Business Credibility
A Solid Foundation

• 18-year History
• Long-term Financial Success
• Sound Business Strategy
• Strong Emphasis on Engineering Innovation and
  Cost Reduction
• Extensive Product Lines
• Deep Tech Support and Service Organizations
• Broad, Loyal Customer Base and Channel

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Building Business Networks - CN
The Carrier Network

• Copper
• Fiber
• Wireless

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Building Business Networks EN
The Enterprise Network

• Internet
• Voice
• Data
• Video

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NetVanta 3200Modular Access Router
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Customer Relationship Management

• Why so much hype?
• Name some good examples
• Goal 360 degree view of customer

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3 Keys to CRM

• People
• Processes
• Technology

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CRM_at_ADTRAN - Software/Services

• Internet Extranet
• Webridge
• Customer Service
• Remedy CRM
• Sales/Marketing Contact Mgt
• Was Act!
• Moving to SalesForce.com (early pilot stage)
• Email Campaigns
• Vertical Response
• Webinars
• PlaceWare
• ERP
• Baan

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Internet Extranet

• Webridge
• Implemented in 2000
• Manages all web content
• Allows document control

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Customer Service

• Remedy CRM
• Implemented in 2001
• Used by
• Applications Engineering (Pre-sales)
• Technical Support (Post-Sales)
• IM Contract Services
• Return Materials Authorization
• Tracks issues submitted via phone, email, web

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Contact Management

• Act!
• Implemented in early 1990s
• Used by
• Outside sales
• Marketing
• Database of contacts in our sales channel
• Used for marketing

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Contact, Lead, Opportunity Mgt
Leads
Prospects
Customers
Marketing
Field Sales
Customer Support
Field Sales
Remedy

• Campaign Management

• Case Management
• Knowledge Management
• Self-Service

• Lead Management
• Contact Management

• Opportunity Management
• Account Management

Management

• Forecasting
• Product Planning
• Sales Funnel Analysis

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Contact, Lead, Opportunity Mgt
Airforce Wireless Edition
Outlook/Palm IntelliSync
Custom Applications
Online Access
Offline Edition
Customers Applications
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Email Campaigns

• Vertical Response
• Engaged in August 2001
• Used by Marketing
• Services provided
• Send email msgs
• Manage opt-outs and bounce-backs
• Metrics for open, forward, deleted

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Webinars

• PlaceWare web-conferencing
• Engaged in 1999
• Used by Marketing, Sales, Training
• Live and archived events

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ERP

• Baan
• Implemented in 1998
• Used by
• Accounting
• Operations/Manufacturing
• Shipping/Recieving
• Central nervous system of ADTRAN business systems

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CRM Examples

• Electronic Marketing Campaigns
• Channel-friendly sales model
• Partner Extranet
• Webinars
• Toll-free Customer Service

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Your Questions
Enterprise Network Solutions
?