Title: Customer Relationship Management
1Customer Relationship Management
- Small Business Information Systems
- Professor Barry Floyd
2Agenda
- Defining ERP
- Implementation tasks for CRM
- CRM Overview / Demos
- Conceptual Overview
- An application perspective of CRM
- Operational
- Analytical
- Lab component
- Hands on use of CRM with Microsoft
3Use of ERP software in the curriculum Defining
ERP? Defining ERP
- In 1990, research firm Gartner Group coined the
term Enterprise Resource Planning, or ERP. It
quickly became a catchall for back office
enterprise functions that included financials,
human resources, accounting, purchasing, ordering
and costing. - ERP II takes the ERP foundation and extends it
outward, to position the enterprise in the supply
an value chains (e.g., Supply Chain Management
(SCM), Customer Relationship Management (CRM),
Product Life Cycle Management (PLM) .
4Conceptual Overview Sales?
5Conceptual Overview A shift in thinking
- Transaction ? Learning relationship
- Mass Marketing ? Individual marketing
- Transaction Value ? Life time value
- Conquest Marketing ? Retention marketing
- Product Life Cycle ? Customer Life Cycle
- Customer Satisfaction ? Customer Loyalty
- Share of the market ? Share of the customer
- Product differentiation ? Customer differentiation
6Whats a relationship?
- Can an organization have a relationship with a
person? - Emphasis on CRM is the notion of a learning
relationship - Knowledge
- Intent
- Trust
7Customer Satisfaction ? Customer Loyalty The
Death of Customer Satisfaction CRM in the
Internet Age by Tony Zingale
- Fulfillment The company has what I want.
- Value The price meets my expectations.
- Convenience The product is easy to get.
- Trust Im reasonably confident the product is
reliable.
8PeopleSoft CRM
- Consider the front-facing CRM application
developed by PeopleSoft (not a product line of
Oracle). - A front-facing application is an application
that the customer sees. - Contrast with back-office operations like we
have been working with using GP Dynamics 9.0 - In this clip, a customer wishes to file a damage
claim. - Key points
- Customer centric, can see all interactions with
this insurance company, customer-driven, is an
example of mass customization and personalization
9PeopleSoft Customer Request
10Customer Satisfaction ? Customer Loyalty The
Death of Customer Satisfaction CRM in the
Internet Age by Tony Zingale
- Satisfaction My basic transactional needs are
met - Bonding The company is acting in my best
interests. - Personalization The company demonstrates that
it understands and anticipates my needs. - Empowerment The relationship is on my terms and
under my control.
11Customer Differentiation vs. Product
Differentiation
- Research by Professors Cooper and Kaplan at the
Harvard Business School has shown that in a large
number of companies 20 percent of customers
account for 225 percent of profits and the 80
percent lose 125 percent of profits. - But the trouble is that most companies do not
know which customers make up the 20 percent and
which make up the 80 percent.
12Enterprise Strategy Map
Ability to Interact withCustomers Individually
Interacting
Customers addressedonly in mass media
Cus
Standardproducts
Tailoredproducts
Tailoring
Source Pepper / Rogers, Enterprise One to
One,New York Doubleday/Currency, 1997.
13Share of the Market vs. Share of the Customer
Needs Satisfied
Needs Satisfied
Customers Reached
Customers Reached
14Themes
- Customers as assets
- Market based assets, including customer
relationships - Companies executives will need to report their
customer relationship management performance to
investors - Holistic view of the customer
- Analysis out of the hands of the statisticians
15Four implementation tasks for creating and
managing customer relationships
- IDIC
- Identify
- Differentiate
- Interact
- Customize
Reference Peppers and Rogers, Managing Customer
Relationships, A Strategic Framework
16Four implementation tasks for creating and
managing customer relationships
- IDIC
- Identify
- Differentiate
- Interact
- Customize
Reference Peppers and Rogers, Managing Customer
Relationships, A Strategic Framework
17Identify
- Relationships are individualistic, not with
markets or groups of people - Must be able to identify your customers
individually and recognize them when interacting
with them - Without identification, you cannot understand who
they are and what their needs are. - Difficult to do, can be almost impossible if
channels of communication involve intermediaries - Steps
- How much customer identification does a company
already have (what info do you need) - Get customers to identify themselves
18Four implementation tasks for creating and
managing customer relationships
- IDIC
- Identify
- Differentiate
- Interact
- Customize
Reference Peppers and Rogers, Managing Customer
Relationships, A Strategic Framework
19Differentiate
- Some customers are worth more than others
- 80/20 rule
- Want to better understand customer needs vs.
demographics - Want to better understand the value of that
customer to the enterprise - Knowing value of customer to the enterprise
allows prioritization - Lifetime value (LTV) net present value of the
stream of expected future contributions from the
customer. - Most valuable customers, most growable customers,
below-zeros, migrators - Differentiate customers based on needs
- Refers to why customer buys rather than what they
buy.
20PeopleSoft CRM Insurance Companys Response
- What support is provided by the company to help
the Customer Support Agent - What information does this agent have about the
client? - Where does it come from?
- How useful is it?
- What information does the agent have about their
own performance? - Consider
- What information has the claimant provided to the
Insurance Company? - How does this interaction reflect a partnership
- How much trust is there?
21PeopleSoft Customer Support Agent Response
22Four implementation tasks for creating and
managing customer relationships
- IDIC
- Identify
- Differentiate
- Interact
- Customize
Reference Peppers and Rogers, Managing Customer
Relationships, A Strategic Framework
23Interact
- Goal of interaction is to get more information
directly from a customer in order to serve him in
a way no competitor can who doesnt have the
information - Want to turn the interaction into a collaboration
in which the enterprise and customer work
together to make transactions beneficial to both
parties a learning relationship - Important issue in the interaction is privacy.
Research has indicated that individuals are
willing to provide information
24Four implementation tasks for creating and
managing customer relationships
- IDIC
- Identify
- Differentiate
- Interact
- Customize
Reference Peppers and Rogers, Managing Customer
Relationships, A Strategic Framework
25Customize
- Use knowledge of customer to figure out what
he/she needs - Key term is mass customization
- Can be product based
- Or service based on standard products
- Use of information technologies key
26PeopleSoft CRM Insurance Companys Response
- What support is provided by the company to help
the Sales Agents Response - Are we wasting the Sales Agents time? Why not?
- When the Sales Agent calls the client, will it be
consider intrusive? - How are gaining share of the customer (in
contrast to share of the market?) - Again consider
- What information has the claimant provided to the
Insurance Company? - How does this interaction reflect a partnership
- How much trust is there?
27PeopleSoft Sales Agent Response
28How does technology play a role?
- Enabler .
- Managing all touch points with the customer to
develop knowledge so that the relationship part
of the interaction becomes meaningful. - Note, technology is only an enabler, people and
organizational design play critical roles in CRM
success
29CRM Overview / Demos An application perspective
of CRMPeopleSoft CRM View
- PeopleSoft Enterprise Customer Relationship
Management (CRM) is a comprehensive solution
offering greater user adoption, an improved user
experience, and real-time intelligence for your
enterprise to make smarter decisions. Every
customer interaction can now be an opportunity to
build business value with your customers.
30CRM Overview / Demos An application perspective
of CRMPeopleSoft CRM View
- Get immediate, seamless integration among your
customer, financial, supply chain, and employee
management systems. - CRM Analytics
- Marketing Solution
- Sales Solution
- Service Solution
- CRM Industry Solutions
Operational CRM Analytics CRM
31CRM Overview / Demos An application perspective
of CRMOperational CRM
- Operational CRM is the automation of
horizontally integrated business processes
involving front-office customer touch points
across sales, marketing and customer service via
multiple, interconnected delivery channels. - Meta Group
32CRM Overview / Demos An application perspective
of CRMPeopleSoft CRM View
- MARKETING
- New product campaign
- Email wave
- Telesales wave
- Free software offer
- SUPPORT
- Installed Product
- Agreement
- Warranty
- Specialist
- Competencies
- Call Center Agent
- Resolution Database
- HELPDESK
- Call Center Agent
- Resolution Database
- SALES
- Forecasts
- Leads/Opportunities
- Sales Reps
INTERACTION MANAGEMENT
- FIELD SERVICE
- Service Order
- Technician Competencies
ANALYTICS
33CRM Overview / Demos An application perspective
of CRMCRM Demos User Perspective
- Customer Perspective
- Customer Support Agent
- Sales Representative
- Sales Manager
34CRM Overview / Demos An application perspective
of CRMExample Business ProcessCRM Marketing
and Sales Business Process Flow
- Analyze Customer Performance and Generate Target
Audience List
Create Campaign
Create Wave
Lead Generation
CRM Marketing Business Process
CRM Sales Business Process
Manage Leads
Measure Campaign Measure Opportunity Performance
Create Opportunity
Generate Forecasts and Rollup Forecasts
35CRM Overview / Demos An application perspective
of CRMTwo key features of business process
- Embedded Analytics
- Allows for data analysis within the business
process stream - Interaction Management
- Provides a 360-degree view of the customers
interactions (cases, leads, installed products,
service orders, agreements, returned materials,
interactions)
36CRM Overview / Demos An application perspective
of CRMAnalytical CRM
- Analytical CRM is the analysis of data created
on the operational side of CRM and through other
relevant operational data sources for the
purposes of business performance management and
customer-specific analysis. - Meta
Group
37CRM Overview / Demos An application perspective
of CRMCRM Analytics Solution
- CRM Portal Pack
- CRM Warehouse
- Customer Behavior Modeling
- Customer Scorecard
- EPM Portal Pack
- Predictive Analytics
38CRM Overview / Demos An application perspective
of CRMCustomer Behavior Marketing
- Which customers are most likely to purchase your
product - Which customer segment will maximize your ROI on
marketing campaigns - Which personalized, targeted offers your call
center reps should present - Which customers are at risk of attrition
39PeopleSoft Sales Manager
40Predictive analytics
- An application that leverages a companies
operational data about customers and past events
and uses it to predict a customers future
behavior. - Goal is to distribute the value of statistical
analysis to non-statisticians in the organization.
41CRM Demo Resources
- Siebel http//www.siebel.com/bestpractices/exampl
es.shtm - SalesForce.com http//www.salesforce.com/us/produ
cts/demo-center.jsp - Microsoft
- http//www.microsoft.com/dynamics/crm/default.mspx
- http//mscrm.demoservers.com/
- Avaya http//www1.avaya.com/enterprise/resourceli
brary/demos/crm_callcenter.html
42CRM Resources
http//crm-daily.newsfactor.com/
http//www.destinationcrm.com/
http//searchcrm.techtarget.com/
TeraData Center, Duke University
http//crm.ittoolbox.com/
http//www.crmguru.com/
43CRM Lab
- Go to the following web site
- http//mscrm.demoservers.com/
- Register
- Once youve registered, log in and do the SALES
CRM lab. - Ive given you a handout on this.
44Summary
- CRM is an exciting application that provides an
integrated view of critical business processes
and allows the student to develop a real-world
understanding - Integration with other modules like Supply Chain
Management, Financials, and HR is critical for a
complete view of the customer