CRM TEchnology

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CRM Technology
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What is CRM Technology ?

• CRM Technology is a set of tools
• Used to
• -Gather -Communicate
• -Organise -Keep Track of
• -Analyse -Automate
• Database technology
• Analysis and Data Mining technology
• Programming automation of business processes
• Digital channels/networks

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CRM Technology is a tool

• Technology is of less importance than CRM
  strategy
• Technology is of less importance than CRM
  processes
• Technology is of less importance than people and
  organisation
• Investment in CRM tools should only be done if
  it is profitable

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Potential benefits

• Return on investment should be measured against
  CRM processes, but CRM technology can by itself
  provide benefits
• Volume / capacity
• Presence in electronic channels
• Leverage of previous investments (Data
  Warehousing, Websites etc.)
• Efficiency
• Less manual work
• Process efficiency
• Corporate memory
• Triggers and automation

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Challenges

• CRM technology must support a CRM strategy
• CRM technology must support CRM processes
• Organisation development and training
• Project cost
• Maintenance and operations cost
• Evaluation of effectiveness and R.O.I

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• Success
• Technology implemented according to CRM strategy
• Implement according to priorities
• Design for multiple channels, multiple processes
• Test in small scale
• Involve and develop customer focused
  organisation
• Involve IT department
• Leverage existing investments - integrate

Recipe for success

• Pitfalls
• Guerrilla development (IT never delivers
  anyway)
• Throw away what you have start from scratch
• Focus on technology, forget strategy and
  processes
• Design from scratch, ignore experience
• Automate one channel first, then assess
  requirements for cross-channel integration

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CRM Technology offered

• Consulting and custom design
• Standard CRM software and databases
• ASP services (Application Service Provider)
• Outsourcing (Business Service Provider)

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CRM applications

• Campaign Management
• Customer Process Automation
• Customer Service and Support Automation (and
  Call Centre Automation)
• Contact Management (Sales Force Automation)
• aCRM / Data Mining (and Analytical Marketing
  Data Store)
• Customer self service (e.Commerce)
• Marketing databases (Operational Marketing
  Data Store)

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Example Auto Inc.

• Marketing
• Sales
• Financing
• Insurance
• Service
• Supplies
• Customer Care

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The Customer

• Seek information
• Test and compare
• Finance
• Insure
• Get new car
• Use car
• Confirm choice
• Cover new needs
• Maintain
• Avoid trouble
• Complain
• Buy new car

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Customer Touch-points
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Information in CRM Processes
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CRM Processes
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Integration Back-office
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Integration Front-office
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Applications