Customer Relationship Management Systems Nicole Burch Kenneth Glindmyer

CRM’s Mission Customer-centric business strategy with the goal of maximizing profitability, revenue, & customer satisfaction.

CRM’s Goals To connect different players within an organization. To coordinate their efforts in creating an overall valuable series of experiences, products, & services for the customer.

Objectives Capturing, storing, & analyzing customer, vendor, partner, & internal process information. Integrate technology as part of an overall customer-centric strategy.

Support Sales Marketing & Customer Service Training

Support Professional Development Performance Management Human Resource Development & Compensation

Players Within a CRM Customer Facing Operations Internal Collaborative Functional Operations External Collaboration Functions

Players Within a CRM Customer Advocates & Experience Designers Performance Managers & Marketing Analysts Customer & Employee Surveyors & Analysts

Input Database with: Customer’s interactions with the organization Support information Requests Complaints Interviews Survey responses

Building Blocks Customer intelligence Business modeling Learning & competency

Building Blocks Analytics & quality monitoring Collaboration & social networks Can be implemented over time separately, eventually need to be coordinated.

Failure Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.

Types of CRM’s Operational- Provides support to “front office.” Analytical- Analyzes customer data. Collaborative- Coordinate multi-channel service & support.

Oracle Siebel Comprehensive CRM capabilities Tailored industry solutions Role-based customer intelligence and pre-built integration

Virgin Mobile USA, LLC Using Oracle’s Siebel applications, Siebel Communications. Critical part of its IT infrastructure. Intelligence call center is approaching world-class standards in customer service.

Virgin Mobile USA, LLC CRM Provides: Easy self service over the Web. Allows customers to speak with knowledgeable customer service representatives.

Virgin Mobile USA, LLC CRM Provides: Ability to share data across channels. Complete transactions in real time.

How it Works Customers can “top up” their accounts instantaneously. Process: End of the Month OR Low Balance Threshold Charges the customer’s credit card Updates the balance Sends a confirmation text message

Oracle Siebel Link: http://www.oracle.com/applications/crm/siebel/index.html