Core Course Information Management

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Core Course Information Management

• eBusiness

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Break-out sessie

• Opdracht
• Beantwoord de vraag
• Welke eBusiness activiteit is het afgelopen (1
  a2) jaar opgezet binnen jullie organisatie die
  heeft geleid tot substantieel anders zaken doen.
  Of aan de verkoopkant (opbrengsten) of aan de
  interne dan wel leverancierskant (kosten,
  besparingen)?
• Groepjes van 3 personen 1 bedrijf ontleden.
• 15 min.
• 10 min. evaluatie

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The issues today

• Know your customers
• Share your customers requirements throughout the
  value chain
• Collaborate with the partners in your extended
  enterprise
• Build a transparent enterprise for your employees
  
• Maintain an information system that evolves with
  you business processes

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eBusiness today

• Internet technologies have been accepted is
  e still an important issue today?
• Enabler to reach new markets customer centric
  innovations loyalty reduce friction cost
  increase shareholder value
• Increased focus on ROI and time-to-money
• Shorter time-to-market
• New intermediation
• Need for community partnerships
• eCommerce failures? mCommerce disillusion?
  Collaborative Business en vogue? U-Commerce?
  The network as a commodity?
• SOAP UDDI XML / new standards, web services

Creation of new and Redefinition of existing
Communities ...
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Our Positioning
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A Solution Framework / Architecture
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers
Order Management
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution
Customers
Customer Service
Planning Production
Analytics
Business Process Hub
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A Solution Framework / Architecture
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A Solution Framework / Architecture
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A Solution Framework / Architecture
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers
Order Mgt.
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution
Customers
Customer Service
Planning Production
Analytics
Business Process Hub
A Portal provides control and access to the
eBusiness actors. It is integral to the
integration of applications.
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A Solution Framework / Architecture
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers
Order Mgt.
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution
Customers
Customer Service
Planning Production
Analytics
Business Process Hub
The Business Process Hub resides inside or
outside of the enterprise, and provides an
infrastructure environment on which web services
can be built and applications can be integrated
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Entreprise Intelligence

• How can I best benefit from the Internet?
• Knowledge is the competitive issue
• I need information (KPIs) not data
• Who are my partners in this new strategy
• How about my channel strategy?

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Do you ask yourself ...

• We have the feeling that our business position is
  in danger because of e-business developments
  around us (business management)
• We are convinced that e-business can leverage our
  overall business, but do not know how to get this
  clear (business management)
• We are convinced that the recent capabilities of
  ICT can create new business opportunities, but do
  not know how to get this to the senior business
  management (IT-department)
• We have integrated our internal ICT systems and
  are looking for the next step (IT-department)

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Do you have these issues?

• We have a huge amount of e-projects running, but
• No one seems to be able to help us get this in
  control
• No one seems to be able to tell us what to do
  with it or provide us with unsatisfactory answers
• These projects do not seem to have any shared
  goal
• They cost a huge amount of money and time
• Their goals and objectives are unclear or its
  unclear how these goals contribute to the
  business goals
• The IT department is getting crazy because of the
  divergent, uncoordinated and conflicting
  requirements
• We need to prioritize resources but we do not
  know how

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Are you just adding smart software, or are you
building a competitive vision ?
Change Value creation External
relationships Organizational Transformation
BPR Performance improvement
Enabling Technology The Net Chain
Mnmgt ERP WFM PC-Tools
1980
2010
Source The digital economy by Don Tapscott
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The 6C Network Model
The Art of Doing eBusiness is the Art of
Managing your Relationships Digitally
Complementors
Community
Contractors
Company
Customers
Competitors
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Are You Sure Your eRelationship Focus Is Right?
Product innovation
Operational excellence
Customer intimacy
Source Treacy Wiersema, 1996 The discipline
of market leaders
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Are you implementing the right eActions?
Context
Strategy
Process
Structure
People
ICT
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eStrategy Service Structure
eStrategy Development Phase
eAssessment Phase
2.
3.
Completion Phase
Road Mapping Phase
4.
5.
Initiation Phase
1.
Week 1
Week 2
Week 3
Standard process
Initiation Phase eAssessment Phase eStrategy
Development Phase Road mapping Phase Completion
Phase
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Enterprise Solutions
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers
Order Mgt.
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution
Customers
Customer Service
Planning Production
Analytics
Business Process Hub

• eStrategy
• eInnovation
• eTransformation
• eSolutions
• Business Intelligence

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Customer

• How should I approach my customers?
• What are communication channels ?
• How can I increase customer loyalty ?
• How to increase market share ?
• How to cross- and up-sell?

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What is CRM?

• Definition CRM (source Gartner)
• A business strategy that maximizes profitability,
  revenue and customer satisfaction by
• Organizing around customer segments
• Fostering behavior that satisfies customers
• Implementing customer-centric processes

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CRM moves towards Customer Centric
High
Network Orientation
eCRM
Customer Orientation
Dependency on Information Technology
CRM
Market Orientation
ERP
Product Orientation
Low

Transaction oriented
Relation oriented
Focus of the organization
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CRM General Business Issues (1)

• More demanding customersCustomers want to be
  treated well. They want to be served at one
  single point of contact not handed over from
  department to department. They want consistent
  high quality and they want fast
  responses.Fiercer competitionCompetition is
  just one click away. Gross and net margin are
  under pressure. Customer churn is a serious
  threat.GlobalizationCorporations operate on a
  global scale to find ways to obtain sustained
  growth. This implies even more competitors.New
  EconomyInternet provides new opportunities for
  approaching customers.Customer
  orientationOrganizations shift more and more
  from a product or market view to a customer
  view.Mass customizationMarkets change fast.
  There is a high pace of technological change. A
  short time to market is required. Internet allows
  one-on-one customization even when there are ten
  million customers.

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Market Share vs. Share of Wallet

• All customers are not equal
• The target of CRM is to keep and develop the
  business achieved with the best customers

Number of customers
Profitability
Turnover
70 20 10
15 25 60
45 35 20
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CRM Benefits Costs (1)

• Quick Wins
• efficient work
• opportunity management
• Increase of revenue
• more sales to existing customers, more new
  customers, lower customer churn
• richer product / customer mix
• Higher transaction efficiency
• more efficient customer contact
• direct mail
• lower advertising costs
• effective sales support
• shorter CRM cycle. Less interactions gt lower
  costs, earlier profits
• Soft benefits
• employee motivation
• faster roll-out of organizational changes

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The CRM Cycle
2. Analysis OLAP, analytical application
datamining, segmentation gt customer capital
5. Multi channel distribution
e-crm
Business intelligence
6. Interaction
3. Marketing strategy
1. Capture of customer contacts
4. Communication personnalisation
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Customer Management proces
The focus of Customer Relationship Management is
optimising customer management
Analyse
Define
Collect
Customer Management
Interact
by improving the Customer Interaction Process
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CRM activities
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Customer Solutions
Dataming
Sales Force Automation
Data Warehousing
Loyalty Schemes
Campain Management
Information processing
Geo Marketing
Customer interaction center
Customer portals
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A few aspects of CRM
Consulting
CRM Implementation
Customer Interaction Centers
Operational CRM
Analytical CRM
Customer Portals
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Positioning
Project Management Change
Management
Strategy and Process
Customer Relationship Management
Technology Design Build to Run
Strategic Loyalty Management Multi-channel
Management Customer Interaction
Center Web-centric Relationship Marketing
Customer Equity Development and One to One
Marketing
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Customer Chain an end to end CRM implementation
approach
Operating Management
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CRM Visioning Workshop Three steps
Conditions Workshop fine tuning Participants
Intake
CRM Situation Customer Base
Assessment
Workshop
Shared CRM Vision CRM Masterplan
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A few aspects of CRM
Consulting
CRM Implementation
Customer Interaction Centers
Operational CRM
Analytical CRM
Customer Portals
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CRM Transition support, Communication Training

• Startup Planning
• Change charter
• Start-up workshop
• Planning of
• change mgt,
• training,
• communication

Impact Determination Risk scan Fit/gap
analyse Key-user startup Projectteam training
Development Role mapping Awareness communicati
on Training preparation Training
development On-line help development
Roll-Out Train the trainer End user
training End user impact communication
Support On the job support Helpdesk Post-go
live training Post-go live communication
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A few aspects of CRM
Consulting
CRM Implementation
Customer Interaction Centers
Operational CRM
Analytical CRM
Customer Portals
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Customer Interaction Centers - Principles
B2C Clients

• Marketing
• Sales
• After-sales
• Network

B2B Clients
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Challenges Opportunities

• New Interaction channels appear
• Face to face, telephone, white mail, fax,
  minitel,
• Web self-care, co-browsing, e-mail, chat, VoIP,
  WAP, SMS, Interactive Television...
• The customer knowledge has to be shared
• Consistency of actions across the channels,
• CRM life time value real-time 1to1 marketing
• CICs must be integrated within the whole
  Customer Value Chain
• Applications must communicate with each other...
• ...and be open for tomorrows channels

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Customer Interaction Centers

• Solutions
• Telephony Lucent, Alcatel, Nortel
• Middleware / CTI Genesys, Cisco/Geotel
• Contact management Siebel, Clarify, Coheris
  Conso , Hermes pro

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A few aspects of CRM
Consulting
CRM Implementation
Customer Interaction Centers
Operational CRM
Analytical CRM
Customer Portals
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Sales Force Automation

• Context
• In a highly competitive environment, sales
  forces need extended applications to support
  their negotiations
• Detailed and configurable reporting information
  must be accessible anytime anywhere
• Solutions
• Siebel, Oracle, Saratoga, Access

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Loyalty schemes

• Context
• As market environments are increasingly
  competitive, loyalty schemes are used by
  companies to retain their customer
• As a reliable source of customer information, it
  is a man component of a CRM scheme
• Solutions
• Oracle, 404 Found!, Poseidon CLS

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Data flow Processing

• Context
• Customer information is increasing as new
  channels appear
• It becomes more and more complex for companies to
  manage their information exchanges

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A few aspects of CRM
Consulting
CRM Implementation
Customer Interaction Centers
Operational CRM
Analytical CRM
Customer Portals
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Databases / Datawarehouse

• Context
• New interaction channels increase the volume of
  customer information collected
• For analysis purposes, customer data must be
  gathered in a central place and in a consistent
  way
• Solutions
• NCR Teradata, Oracle, SAP

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Campaign Management

• Context
• Using new channels, companies are increasingly
  communicating directly to their customers and
  prospects
• They need solutions to manage their campaigns and
  measure their efficiency and ROI
• Solutions
• Prime_at_Vantage, AIMS, Marketic One, Oracle,
  e.piphany

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Reporting - Geomarketing

• Context
• Reporting information on customer activities is
  used by marketing  divisions to follow their
  actions and estimate their ROI
• This must be completed with geographic indicators
  
• Solutions
• Business Objects, Microstrategy, ESRI, Oracle, SAP

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Datamining

• Context
• Profiling and segmentation require to analyze
  huge volume of data from different sources
• Mathematical models and algorithms must be
  created and used, requiring specific skills
• Solutions
• SAS, SPSS

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A few aspects of CRM
Consulting
CRM Implementation
Customer Interaction Centers
Operational CRM
Analytical CRM
Customer Portals
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Context

• More and more internet users..
• ..accessing bigger databases
• Web sites are becoming more complex
• New interaction channels appear beside the
  Internet Wap, 3G phones, IVRs, interactive TV,
  PDAs...
• As web sites offer more services, it requires
  more interaction with back-office systems (ERPs,
  Datawarhouses, Call centers..)
• Solutions have to be modular, scalable and open
  to new channels

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The Right Approach
6-Corrective and Evolutive Maintenance
1-Consultancy
2-Analysis andDesign
5-Operation
3-Development
4-Integration
The right approach for the right results One
single team for a global commitment
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Customer Portals

• An end to end capability
• Complete management, from consulting to hosting -
  maintenance
• Or a step by step approach
• Consulting and vendor selection
• Software integration
• Hosting
• Solutions
• BEA, Vignette, IBM Webshpere, Intershop,
  Broadvision, SAP, Oracle..

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Customer Solutions
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers

• CRM Solutions Implementation
• CCC
• Customer Chain for Loyalty
• Database Marketing
• Commercial Channel Performance
• OilGas Cards
• Electronic Invoicing
• Datawarehouse
• Geomarketing
• SVI
• CRM
• Outbound Customer Contacts
• eTradingeBanking

Order Mgt.
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution
Customers
Customer Service
Planning Production
Analytics
Business Process Hub
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Supplier

• How to share the vision and the needs of the
  final customer?
• How to reduce manufacturing lead time and supply
• How to increase delivery efficiency and
• service quality
• How to collaborate with partners?

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eProcurement Simply, using the internet to
manage your Procurement process
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The Scope phase lays the foundation for a
successful project
57
..which can be delivered through modular workshops
Understanding eProc Requirements
Package Functionality Comparison
Strategy for eProcurement
Savings / ROI Model
Operational Economic Model
Supplier Engagement
Vendor Catalogue Management
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Supplier Solutions
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers
Order Mgt.
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution
Customers
Customer Service
Planning Production
Analytics
Business Process Hub

• eProcurement
• Business Process Hub

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Workforce

• How to communicate the right information at the
  right time?
• How to make the enterprise more transparent to
  employees?
• How to benefit from individual intelligence on
  entreprise level?
• How to increase Human Resources availability and
  efficiency

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What is eWorkplace?

• Internal, employee-focused, applications
• Travel Expense Management
• Human Resources Self Service (benefits,
  compensation)
• Time Sheet Completion/Approval
• Internal Procurement
• Knowledge Management

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Why eWorkplace?

• eWorkplace leverages Web-based technology for
  direct, bottom-line impact
• Reduced operating and transaction costs
• Reduced re-working
• Eliminates re-keying of data
• Workflow can be managed
• Improved, flexible reporting
• Reduced rogue expenditures
• Integration with back office systems
• Increased negotiating power
• Improved supplier management

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Why eWorkplace?

• Visible Agent of Change
• Common workplace
• Single point of reference and communication
• Compliance with business rules
• Improved Manager/Employee workflow visibility
• Rapid deployment across the corporate intranet
• Helps reduce the paper burden on Employees .
• thereby increasing time spent on productive
  work

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eWorkplace Vision

• Efficient and effective Front Office which
  empowers the employee
• Linked to Back Office system(s) which empowers
  the company
• Speedy, agile, flexible, responsive and
  cohesive
• Increase in customer and employee satisfaction
  and therefore shareholder value

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Key Benefits Summary

• Reduce transaction costs Quick Return on
  Investment
• Increase expenditure controls and reporting
  capabilities
• Employee self-management and empowerment
• Adhere to company processes and practices

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eWorkplace is more than just IT tools..
Business Benefit Management
60 of spend in the e.biz revolution will be on
change management related aspects
Process Evolution
Back Office Integration
Education Support
Knowledge Mgmt
Engagement
Content Mgmt
Benefit Measurement
More than 75 of IT projects fail to deliver
their expected business benefit
COMPLETE SOLUTION
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Maximising the Benefits
IT, Processes and People must be in
Alignment
Business Impact Analysis
Defining the Process
Process Mapping and Analysis
Benefits Management
Managing resistance to Change
KPI setting
Providing the Technology
Managingthe Individuals
Systems Development/ Customisation
Communication Strategy and Plan
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Workforce Solutions
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers
Order Mgt.
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution
Customers
Customer Service
Planning Production
Analytics
Business Process Hub

• Intranet
• eLearning

68
Enabling Infrastructure

• How to have an upgradable information system
  available?
• How to quickly integrate new eBusiness
  applications and change?
• How to open, without security risks,
• our systems to customers and partners?

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Infrastructure Solutions
P o r t a l
Sales Tracking
Strategy
Learn
Design
Suppliers
Order Mgt.
Finance
Develop
Forecast Planning
Workforce
Enterprise
Enterprise Applications
Business Intelligence
C R M
Supply Chain Mgt.
Marketing Campaign
HRM
Collaborate
Execution

• EAI and B2B Integration
• Total Business Integration
• Web Hosting
• Outsourcing of Messaging
• Mediacert
• Internet Payments
• Virtual ID
• Universal Directory Services
• WCM
• Portals
• SMS
• EF3

Customers
Customer Service
Planning Production
Analytics
Business Process Hub
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Vragen????
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E Business Strategie model Boonstra