1. Customer Relationship Management
Introduction
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Hewlett-Packard Company
Joseph Chiew

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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
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
Svcs
Mgmt
Real-Time
Svcs
Communications
E-services
Platform
CSR
Customer Relationship Management
HP Front Office

14. 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