Crm How To June 2008
- 2. CRM is a business strategy with outcomes that optimize profitability, revenue and customer satisfaction by organizing around customer segments, fostering customer-satisfying behaviors and implementing customer-centric processes. CRM should be an enterprise-wide initiative, in which enterprises know how they want to manage customer value and loyalty and put all relevant capabilities in place to achieve those goals. CRM technologies should enable greater customer insight, increased customer access, more-effective interactions, and integration throughout all customer channels and back-office enterprise functions. CRM
- 3. Strategy Business Architecture Technology Line of sight Goals Value Proposition Market Position Regulation Customer metrics CRM Information Customer lifecycle Location Customer Experience Organizational Collaboration Business Rules Business Interaction Model Vision Resource Mgt. Infrastructure Architecture Segment & list Mgt. Campaign Mgt. Lead Mgt. Trade Promotion Mgt. Marketing Analytics Sales Planning and forecasting Opportunity Mgt. Sales Performance Analysis Product Configuration and pricing Telemarketing Telesales Customer Service Shared HR Service Shared IT Service Interaction Center Mgt. Activity Mgt. 3-Dimensional Visible Enterprise Approach for CRM Knowledge mgt.
- 4. Assessment Define Implementation Installation Integration Testing Training Target Process Selection Process re-engineering Impact Analysis Technology Selection process Cost Benefit Analysis Define Business Goals Formulate CRM Strategies Establish CRM measures Analyze As IS Customer life Cycle process Prioritize Key Business Issues Solution Orientation Identify Potential initiatives Phases Phases for CRM Implementation Collaborations & commitment Change Management Communications
- 5. CRM Vision-Leadership, Market Position and Value Proposition Goals-Customer-facing business goals often include improving customer satisfaction, improving customer retention, achieving higher customer profitability, or improving market share. But what are these goals worth in terms of business benefit to your organization? You should quantify how your CRM initiative will either increase revenues from customers or decrease the costs of acquiring and serving customers. For each targeted business outcome, define a method for estimating the size of the expected benefit. For example, if your goal is to increase revenues by adding profitable new customers to your customer base, the benefit calculation is the number of new customers multiplied by the yearly value of a customer Strategy
- 6. Valued Customer Experience Understand Requirements Monitor Expectations Satisfaction vs. Competition Collaboration and Feedback Customer Communication Organizational Collaboration Culture and Structure Customer Understanding People: Skills, Competencies Incentives and Compensation Employee Communications Partners and Suppliers CRM Processes: Customer Life Cycle and Knowledge Management CRM Metrics: Value, Retention, Satisfaction, Loyalty and Cost to Serve CRM Information: Data, Analysis and One View Across Channels Business Architecture
- 7. Marketing resource management – Enhance the management and optimize the use of internal and external marketing resources Segment and list management – Get a centralized view of all relevant customer data and manage customer and prospect data independently of IT support Campaign management – Initiate successfully interactions with customers to drive demand for products and services; analyze, plan, develop, execute, and measure campaign activities through all inbound and outbound interaction channels Lead management – Seamlessly manage processes between sales and marketing organizations; generate highly qualified leads and follow up on every lead to closure; increase the lead conversion rates and the lead cycle times Trade promotion management – Optimize the use of trade funds to maximize the return on trade activities and increase profitability for planned products Marketing analytics – Convert reports and data into actionable insights; use marketing analytics to help marketers make smart business decisions CRM Technology: Applications, Architecture and Infrastructure (Marketing)
- 8. Sales planning and forecasting – Increase the accuracy of demand plans and sales forecasts based on a complete picture of projected revenue and anticipated volume over time Activity management – Focus the collective energy of your sales team on the actions proven to promote profitable business Opportunity management – Profit from complete visibility into your sales pipeline to track, qualify, and allocate leads to the most appropriate sales professionals Sales performance analysis – Proactively monitor pipeline performance to assess the overall health of your business and react in real time Product configuration and pricing – Guide sales professional through the pricing process for complex products with multiple options while optimizing net margin and profitability CRM Technology: Applications, Architecture and Infrastructure (Sales)
- 9. Telemarketing – Identify high-potential prospects and customers, execute successful marketing activities, and deliver results with fewer resources Telesales – Help agents drive more qualified leads into the pipeline, target existing customers for cross-selling and up-selling offers, and provide information about orders Customer service – Link your service department with the rest of the organization, provide new opportunities to extend service contracts, and sell additional services or products Shared HR services – Deliver accurate, consistent information to employees; process employee requests efficiently and accurately Shared IT services – Categorize and dispatch service requests and efficiently handle IT-related incidents Interaction center management – Manage and monitor your interaction center with powerful administration tools CRM Technology: Applications, Architecture and Infrastructure (Customer Service)
- 10. Thank You