CRM

1
CRM

• Ahmed Khadr
• February 14, 2002
• OISM 470 W

2
Agenda

• 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

3
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

Agenda
4
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

Agenda
5
So, what is CRM!?

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

Agenda
6
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

Agenda
7
Five Views of CRM
Agenda

• Marketing Automation
• 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

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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

Agenda
9
A CRM Brainstorm

• How much do you think the average service call
  costs your company?
• 0.10
• 10
• 1
• Answer

10 dollars!

• Can this be remedied? How?

Agenda
10
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?

0.10 !
Agenda
11
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

Agenda
12
A Successful CRM
Agenda

• 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

13
The Works and Ways
Agenda

• 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

14
The Works and Ways
Agenda

• 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
Agenda

• 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

16
The Works and Ways

• Customer Self-Service Capabilities
• Must have account insight, detailed inventory
  information, service details/status, contact
  information...at the least.

Agenda
17
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

Agenda
18
Siebel Systems Inc.
Agenda
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Siebel Customers
Full Industry Spectrum!
Agenda
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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.

Agenda
21
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

Agenda