1. Customer Relationship Management Systems
Nicole Burch
Kenneth Glindmyer

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

3. 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.

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

5. Support
Sales
Marketing & Customer Service
Training

6. Support Professional Development Performance Management
Human Resource Development & Compensation

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

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

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

11. Building Blocks Customer intelligence Business modeling
Learning & competency

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

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

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

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

16. 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.

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

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

19. 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

20. Oracle Siebel
Link: