1. CRM Technology

2. 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

3. 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

4. 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

5. 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

6. 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

7. CRM
Technology
offered
Consulting and custom design
Standard CRM software and databases
ASP services (Application Service Provider)
Outsourcing (Business Service Provider)

8. 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)

9. Example:
Auto Inc.
Marketing
Sales
Financing
Insurance
Service
Supplies
Customer Care

10. 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

11. Customer
Touch-points

12. Information in CRM Processes
Buy
First
Service
Receive
info
New needs supplies
Seek
Get car
Tech.
Malfunct.
New car ?
Events for each customer
Customer relation
Customer identifier
Info on requirements
Info on sales possibilities
Info on service
Info on campaigns and information
Info on car
Info on complaints and events
Info on customer and customer relation
Activities and documents
Info on our organisation (employees and divisions)
Scoring and categories
Info on processes
Information

13. Events for each customer
CRM
Processes
Buy
First
Service
Receive
info
New needs supplies
Seek
Get car
Tech.
Malfunct.
New car ?
Events for each customer
Customer relation
Sales process
Delivery process
Service process
Customer Care process
Re-purchase process
Our processes

14. Integration
“Back-office”

15. Integration
“Front-office”

16. Applications