CRM Ahmed Khadr February 14, 2002 OISM 470 W

Agenda The CRM hype! What is CRM? A Definitive Definition The Five Views of CRM A CRM Brainstorm Let’s Talk ROI The Works and Ways CRM in motion: Siebel Systems Inc. The Bottom Line Bibliography

The CRM Hype! Customer Relationship Management The most confusing and hyped buzzword in modern business Buzzwords used as a psychological tool by consultants on customers Agenda

So, What is CRM!? Strategic Customer Relationship Management –CRM software Integration of all technological customer interfaces –Front and Back end integration Maximizing the customer relationship Agenda

So, what is CRM!? –CRM hardware Integration of all human to customer interfaces through technology –Creating order winners… –Maximizing the customer relationship Agenda

Definitive Definition of CRM CRM is ultimately what the company defines it to be depending on their business objectives… –Five Views of CRM Marketing Automation Sales Automation Service and Service Fulfillment Customer Self-Service E-Commerce Agenda

Five Views of CRM Marketing Automation –…designed to get the right mix of the company’s products and services in front of each customer at the right time. Sales Automation –Collaborative tools that enable all parties to the transaction to interact with one another Service and Service Fulfillment –Serving existing customer base through problem resolution systems, workflow automation and field service dispatch systems Agenda

Five views of CRM Customer Self-Service –e-CRM. Capabilities that can be directly invoked by the customer on the internet via PC and wireless devices. E-Commerce –capabilities such as shopping, marketplace, transaction and payment processing, and e-commerce security Agenda

A CRM Brainstorm How much do you think the average service call costs your company? –$0.10 –$10 –$1 Answer: Agenda Can this be remedied? How?

A CRM Brainstorm (cont.) What are some possible solutions…? – requires large, cumbersome databases and is usually received unsolicitted –Postal mail has the same effect with the added cost of material and delivery How much do you think the average CRM automated web service transaction costs your company? Agenda

Let’s talk ROI Costs and time can be daunting at first glance –When done correctly, CRM benefits are significant With any enterprise software, ROI requires: –Absolute Patience Enterprise software ROIs typically take years to surface –Complete support from janitor, CEO, and all in between –Thorough and on-going education for the enterprise –True understanding of calculated risks involved Agenda

A Successful CRM A successful CRM implementation with high ROI potential needs: –Properly trained Front Office staff –Proper data and good use of it –Proper workflow processes –Proper integration of Front Office and Back Office –Proper software to support the strategy –Full support of top managment Agenda

The Works and Ways Sales Force Automation –Must provide a linking to other relevent IT/Enterprise systems Sales Management –Must graphically provide management with an overview of all sales info in real time E.g., historical data, back office, sales force performance… Marketing Management –Must organize, execute, track and analyze all campaigns Agenda

The Works and Ways Document Management –Requires Common… storage and linking area templates for quick document generation Tracking and logging of changes Sending and Tracking of all customer communication Data Management –Must quickly mine effective data out of system into hands of decision makers. Improves time to reaction Agenda

The Works and Ways Project Management –Must be linked to marketing module for cost and resource tracking Knowledge Management –Must collect, organize, and analyze knowledge about customers Action management Questionnaires Telemarketing Management –Must have complete tech support Agenda

The Works and Ways Customer Self-Service Capabilities –Must have account insight, detailed inventory information, service details/status, contact information...at the least. Agenda

CRM in Motion Siebel Systems Inc. –Founded in 1993 –Today: World’s Largest customer centric, eBusiness application software provider –2000 Revenue: $1.79 billion –100% value-adding customer information systems Agenda

Siebel Systems Inc. Agenda

Siebel Customers Full Industry Spectrum! Agenda

The Bottom Line Strategic Customer Relationship Managemnt seeks to improve customer retention through alignment of organizational vision, business processes, and personnel with technology. Agenda

Bibliography PowerPoint Presentation, “Damgaard CRM”, Damgaard World Compass; 2000 Agenda