Jerry Held

1
(No Transcript)
2
2002? CRM ?? ? ????
? ? ? Senior Manager CRM Consulting Business
Development Oracle Korea 016-256-9126 SeungBum.Yo
o_at_oracle.com
3
Agenda
1. 2002? CRM ????
2. 2002? CRM ????
3. ???? CRM ??? ?? ??
4
1. 2002? CRM ????
5
2002? ?? CRM ????
1. 2002? CRM ????

• ?? CRM ??? 2001? 36??? ???? 8 ?? (2000? 89
  ??)
• - ???? ??? ?? IT?? ??
• - CRM ??? ???? ?? ??
• 2002? CRM ??? ? 40??? ? 10 ?? ?? ??
• - ?? ???? ?? ?? ??
• - ???? ? ??IT??? ??
• ??? CRM??? Analytical CRM ??, ??? Operational
  CRM? ?? ??
• ?? CRM ??? ???? ??? ??? ??? MA ??? ??

6
?? Best Practices ?? ??
2. 2002? CRM ????

• Shift from product-centric to customer-centric
• Enterprise-wide customer consolidation
• Coordinated Marketing, Sales and Service
• Coordination across communication channels
• Shift from Local to Global
• Shift from Mass to One-to-one Marketing

• Learning relationships
• Retention plans
• Faster time to market

• Up-sell/Cross-sell
• Self Service
• One and done

7
????? ??

• Years buying inconsistent Point Solutions
• Today a puzzle of software and silos of
  information
• Impossible to provide Channel Collaboration and
  360o Customer Visibility
• Customers complain about the company segmentation

8
?? CRM Major player
Marketing - Oracle - Valex - Epiphany -
Rubric - Paragen - Prime Response
Service - Oracle - Vantive - Clarify -
Astea - Siebel - RTS Software - Square
Billers - Oracle - Keenan - Saville -
LHS - CBIS - ADOCs
Sales - Oracle - Siebel - Onyx - Vantive
- Trilogy
CTI - Oracle - Genesys - Dialogics -
Melita / Davox - ACD vendors - IBM -
Lucent - Graham Tech.
Configuration - Oracle - Trilogy - Calico
- Aurum/Baan
ERP Vendors - Oracle - Baan/Aurum - SAP in
develop- ment
eCommerce - Oracle - Broadvision -
OpenMarket - IBM - Netscape - Intershop -
Microsoft - Annuncio - Silknet
Self-service - Oracle - eGain - Kana -
Brightware
9
(No Transcript)
10
2001? ?? CRM ????
1. 2002? CRM ????

• ????? ?? IT ???? ? CRM? ROI? ?? ? ???? ???? ?????
  ?? ?. (2001? ? 2,000?? ?????? ??)
• ??? ?? ? ???? ???? CRM??? ??????, ?? ??? CRM ????
  ?.
• ??? ????? DW? ???? ? Analytical CRM ?? ?.
• CRM ??? ?? ???? ?? ???? CRM ??? ??? ????? ?? ?.
• ??? CRM ????? CRM?? ??? ?? ?????? ??? CRM? ?? ???
  ??? ??? ?? ?
• . - CRM? ?? IT??? ?? ??? ??/???? ????? ?? ??
• - IT? ??? ?? ??? ???? ?? ???? ???? ?? ??
• CRM ??? ?? ? ??? ??? ?? ?? ??? ?? ???.
• ??? ? ??/??? CRM???? ??? ??? ?? ???

11
2002? ?? CRM ????
1. 2002? CRM ????

• ??? CRM ???? ???? ?? ???? ??? ? ?? ??/?? ??????
  ??? ???? ?? ??? ?? (? 3,500 4,000? ??)
• ?? CRM??? ???? ?? ???? ??? ??? ???
• - What is CRM ?? How to CRM?? ?? ??
• - ??? ?? ?? CRM?? ? Business Process ??? ??
• ????? ??? CRM??? ??? ??? ?? ???? ??? ???? ??? ??
  ( ?? ??, ??? ?? ?? ?? ??? ??)
• Analytical CRM ?? ???? ? ?? ROI? ????
  Operational CRM ? Collaborative CRM ??? ??? ? ??
• 2002? CRM ?? ?? ???
• - ??? ???/ Customer Interaction Center(???)
  ???
• - ???? ??(????) ? BSC/Business Intelligence
  ???
• - DW/OLAP

12
?? CRM ???? ??
1. 2002? CRM ????
S/W Vender
Oracle,Siebel,Peoplesoft, Vantive,Clarify,SAP,NCR
BroadVision ? ?? CRM ??
?? ??? ????? ?? ?? ??
?? ??? ????? ?? ?? ??
???? SI?? ???? ??? ?????? ?? ???? ?? ??
H/W Vender
?????
IBM, HP, SUN, Compaq Unisys, NCR ?
PWC, Anderson,Accenture, ????, BCG,???, KPMG ?
H/W Vender?? SI ?? ? ??? ????? ?? ??? ?? ????
SI??
LG CNS, SDS, HIT, SK CC,??????, LG???,?????? ?
?????? SI?? ??? ?? ????
H/W Vender?? SI ?? ? ??? ????? ?? ??? ?? ????
13
2. 2002? CRM ????
14
CRM Enablers - Enterprise
2. 2002? CRM ????
15
CRM Enablers - Marketing
2. 2002? CRM ????
Increase marketing efficiencies
1-to-1 marketing
Coordinate Marketing campaigns across lines of
business
Reduce marketing costs
Increase response rates
Offer WEB Marketing
Closed loop marketing
CRM Menu
Content Management
Marketing Intelligence
Automated campaigns Call Center -
Telemarketing email
Offer by customer segment
Profile customers
Marketing Encyclopedia
List management
WEB Seminars
Offer by customer value
Clickstream Intelligence
Automated Collateral fulfillment
Customer segmentation
Campaigns and events Analyze, Plan, Execute and
Monitor, Response Management, Analyze
Push opportunities to Sales organization
16
CRM Enablers - Sales
2. 2002? CRM ????
Consolidate view of customers across all
relationships
Boost sales effectiveness
Territory Pipeline Planning
Complex sales
Offer customized products and services
Manage team selling
CRM Menu
Partner Collaboration
Provide WEB Selling
Manage Leads, Opportunities, Quotes, Orders
Contract compliance
360o customer view Consolidated customer
view Inventory, ATP, Finance Service, Campaigns
Sales Intelligence
Customer Intelligence
Configurator
Collaborate with Marketing and Services
Field, Web, TeleSales, Email collaboration
Sales forecasts
Integrated Sales Compensation
Mobile access Laptop/Palm
Up sell - Cross sell
Sales teams
17
CRM Enablers - Service
2. 2002? CRM ????
Accurate billing
Improve customer satisfaction
Manage obligations and deliverables
Support internal staff
Increase service efficiencies
Reduce no. of interactions per service request
Ensure contract compliance Reduce contract leakage
CRM Menu
Reduce service costs
360o customer view Consolidated customer
view Inventory, ATP, Finance Service, Campaigns
Service Contracts
Schedule service delivery
Escalations
Self-service support
Notifications
Warranties
Interaction history
Service request
Rules - Skills routing
Mobile field service
Validate entitlement
Knowledge database
Workflow
Timely contract renewal
Corporate Contracts
Manage and plan regional inventories
Installed base
Alerts
Usage Billing
18
CRM Enablers - Interaction
2. 2002? CRM ????
Replace complex IVR with Call Center queing and
routing
Shift from Call Center to Interaction Center
Improve interaction efficiencies
Provide interaction service level by customer
segment
Learn from each customer interaction
Efficient Call Back
Reduce call defection
Provide consistent level service across channels
CRM Menu
Provide WEB Collaboration
Screen pop Interaction History Business data
Intelligent Routing Business rules Skills
Unified Interaction History
Universal Work Queue
Segmentation
Hot Tranferts Call Data
Workflow
Automate email responses
Scripts
Push interactions from costly to cheap channels
Self-service through the WEB
CTI enable Call Centers
Blending
Predictive dialing
19
CRM ?? ?? ??
2. 2002? CRM ????

• Integration of disparate systems
• Front Office to Back Office(ERP/CRM)
• Marketing Sales Service
• Multi-Channel Campaign (Channel Collaboration)
• Integrated Customer data models
• Analytical CRM Operational CRM
• Call Center ?? Interaction Center? ??
• Mobile CRM ??
• ???? ???? PRM ???

20
Channel Collaboration
2. 2002? CRM ????
WEB
Call Back request
Universal Queue
With our system I have full visibility
21
Channel Collaboration
2. 2002? CRM ????
The communication channel is unpredictable. The
customer choose it for each interaction
Visibility by Channel
Visibility across
Channels Consistent customer experience across
channels
22
E-Business Framework
2. 2002? CRM ????
Strategic Enterprise Management
BSC / Business Intelligence
Corporate Management (Finance, HR)
Customer Relationship Management
Middle Office (OFSA)
iBS
Sales
Risk Management
Marketing
Service
Profit Managemant
Interaction Center
e-Commerce (i-platform)
Information Access
Knowledge Management
23
Customer Interaction Center
2. 2002? CRM ????
Call Center Market Trend

• Trend from Cost Center to Profit Center.
• Trend from Call Center to Multimedia Interaction
  Center which processes interactions via Phone,Web
  and Email.
• The Internet is accelerating the integration of
  Sales,Service,Marketing and Collections into an
  overall corporate CRM strategy.
• The Call Center is no longer a solo organization
  that responds to incoming or outgoing telephone
  calls only.
• The Call Center is fully integrated Front
  Office(CRM) and Back Office(ERP)

24
Call Centers are becoming Interaction Centers
Customer Interaction Center
2. 2002? CRM ????

• Customers use phone, email, and web
• Companies must be able to handle all interactions
  consistently

25
Customer Interaction Center
2. 2002? CRM ????
26
Partner Relationship Management
2. 2002? CRM ????
Enterprise Relationship Management (e-Business)
????
?? -?? -??
????
?? ??
? ? ?
?????
?? ?? ?? ??
CRM
????
?? ???
SRM
??????
??/????
????
??? -?? ?? -??? ??
?????
PRM
CRM
??????
Buy-Side
In-Side
Sell-Side
CRM??
SCM??
ERP??
27
3. ???? CRM ??? ?? ??
28
???? CRM ????
3. ???? CRM ??? ?? ??

• ROI based Approach
• - ???? ROI ??? ?? ? ?? ???? ??
• - ??? ??, ??? ??, ???? ?? Simple ?? ?
• Business Flows Approach
• - System Function ??? ?? Business Flow ????
  ?? ??
• - ?? Best Practice? ??? ?? ??? ???? ?? ????
• Big Picture and Start small
• - CRM? ???? Master Plan ?? ??? ?? ??? ??(???
  ??)
• - CRM ? ??? ERP/SCM/SEM ? eBusiness ??
  ??(??? ??)

29
?? ROI? ???? ????
3. ???? CRM ??? ?? ??

1. joined up CRM in green field call centres and
   eBusiness
2. Email management and eService
3. Customer service automation order tracking
4. Rationalization of direct mail / marketing
5. Customer and marketing analytics
6. key account management
7. Product configurators (when linked to ERP)
8. Sales forecasting with distributors

- Hewson Group -
30
What is a Business Flow?
3. ???? CRM ??? ?? ??
Its a business process

• Set of end-to-end activities.
• Measurable.
• Crosses organizational boundaries.

Plus

• Is aligned with corporate business goals.
• Built-in intelligence for continuous improvement.
• Incorporates best-practices.

31
Business Flows Approach
3. ???? CRM ??? ?? ??
Business Flows Return on Investment
Focus on Process Improved Measurement Improved
Decisions Best Practices

Improved Measurement Improved Decisions Best
Practices Immediate ROI
In fact, Andersen Consulting (now Accenture)
published a CRM study that concluded the most
important factor in moving to a high-performance
CRM organization is business process execution.
which accounts for about two-thirds of the total
benefits from CRM.
32
Why Business Flows?
3. ???? CRM ??? ?? ??

• Focus on business objectives, not software
  functions
• Get out of those organization silos
• Measure processes and manage more effectively
• Incorporate best practices
• Decrease cost Decrease risk Decrease time

33
(No Transcript)