Customer Relationship Management Introduction 110100101 1001011001100100101 1001101100110110011001 10011100011010011001001 100110011001100101101 10110011001101001 100101001 NOTE: To print this slide presentation, select Print from the File menu and then select the “Pure Black and White” option in the Print Dialog Box. This is necessary in order for the text to show against dark backgrounds. Hewlett-Packard Company Joseph Chiew

CRM Introduction Agenda What is CRM? Why CRM ? CRM Application Architecture CRM Service Model CSF of CRM

Business Systems for Acquiring and Retaining Customers What Is CRM? Business Systems for Acquiring and Retaining Customers Competitive identity Market brands Business philosophy Strategic marketing approaches Enabling technologies Human capital management CRM initiatives can not be governed by narrow “product” definitions Source: Meta Group

Imposes a 50% drag on earnings Why CRM ? Studies by the Manhattan Consulting Group have indicated that in a sample of companies, 20% of a company’s customers contributed 150% of the profits, and 40% of customers eliminate 50% of the profits Attrition rate 2x the average A study by the Manhattan Consulting Group found that in a sample of companies, that nearly 20% of a company’s customers contributed to 150% of the profits; and 40% of customers eliminated 50% of the profits. Imposes a 50% drag on earnings Profit 1 2 3 4 5 6 7 8 9 10 Customer Segments Source: Manhattan Consulting Group

How enterprise interact with their customers Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SG&A Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group

How enterprise interact with their customers Old Line Direct Sales Example Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SG&A Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group

How enterprise interact with their customers Turbo Charged Sales Example Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SG&A Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group

Why CRM?--Channel Efficiency Economics Sales And Service Process Engage Transact Fulfill Support $ per Customer Transaction Face-To- Face Sales Force Automation $400 $350 Partners $250 Selling Channels Call Center Automation Call Center $40 $35 Electronic $1 Make specific selling channel resources more productive Source: Meta Group

Why CRM?--Channel Migration Economics Sales And Service Process Engage Transact Fulfill Support $ per Customer Transaction Face-To- Face $400 Partners $250 Selling Channels Call Center $40 Electronic $1 Migrate transactions, customer relationships, and tasks to low-cost channels Source: Meta Group

Why CRM?--Channel Integration Economics Sales And Service Process Engage Transact Fulfill Support $ per Customer Transaction Face-To- Face $400 Partners $250 Selling Channels $100 Call Center $40 Electronic $1 Getting multiple sales and service channels to work more closely with demand chain partners and better leverage marketing programs and resources Source: Meta Group

Defining the CRM Application Architecture Legacy Systems Customer Service Marketing Automation Operational CRM Business Operations Mgmt. Sales ERP/ERM Order Mgmt. Supply Chain Mgmt. Order Promising Mobile Sales (Product CFG) Field Service (EAI Toolkits, Embedded/Mobile Agents) Closed-Loop Processing Customer Activity Data Mart Product Analytical CRM Business Performance Mgmt. Data Warehouse Vertical Apps Category Mgmt. Marketing Automation Campaign Mgmt. Back Office Front Office Mobile Office Collaborative CRM Business Collaboration Mgmt. Portal/ Extranet Voice (IVR, CTI, ACD) Direct Interaction Mail E-Resp. Mgmt. Conferencing Web Conference Customer Interaction Source: Meta Group

HP Front Office Framework Announcement Internet solutions to maximize loyalty, revenue and profit from every customer interaction E-Marketing E-Sales Customer Communication E-Support HP Customer Relationship Platform

HP Front Office Customer Relationship Management Communications Web Security/Web Qos EBPP E-Sales/ Fulfillment/ Tracking Consulting /Customer Messaging Comms Client Business Svcss E- marketing Session Logging Enterprise Application Integration /Workflow E-mail CHAT IP Telephony Multi-Contact Management Platform Customer Service Applications Interactive Collaboration Workspace Sales Force Automation Fax IVR Billing Systems SVC Activation Core Business Services Contact Information Consolidation Intelligence Data Warehouse Consolidated Contact DB Session Transcripts Interaction & collaboration Mgmt E-Mail Svcs Mgmt Real-Time Svcs Communications E-services Platform CSR Customer Relationship Management HP Front Office

HP CRM Service Methodology Strategic Business & IT Assessment Services Customer Centric Enterprise Solution Implementation Services Roadmap Definition Services Solution Scoping & Design Services Initial Presentations Scope Definition Solution Marketing Reference Site Visits Initiation - Executive Selling Assessment Desired State Gap Analysis Service Strategy CRM Architecture Benefits Analysis Contact Channel Management Electronic Commerce CRM Campaign Management Product Selections Integrated Designs Budgeting and Acquisition Detailed Project Plan Client Roadmap Transition Major Steps Definition ‘Quick Hit’ Projects Identification FOCUS PM Project Management Methodology