Crm unit iv (technological tools for crm)
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This document discusses technological tools for customer relationship management (CRM). It covers the main functionality of CRM applications including sales force automation, campaign management, and customer service and support. Specifically, it describes the functionality required for campaign management like workflow, segmentation, personalization, execution, response management, and response modeling. It also discusses the sales cycle and functionality needed for sales force automation, including interfacing with marketing campaigns and business contact/account management. Finally, it outlines the full customer service cycle from logging requests to billing.
Crm unit iv (technological tools for crm)
- 1. 1 By : Prof. Amit Kumar
- 2. Relationship Officer:ABN AMRO Slide No : 02 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 3. Course Contents • Functionality of CRM Application • Criteria used for evaluating technological solution for CRM • Global CRM product market • Data Warehousing & CRM • Data Mining & CRM • Case Study on Microsoft CRM Solution Relationship Officer:ABN AMRO Slide No : 03 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Sales Force Automation Campaign Management CSS Management IILM Graduate School of Management
- 4. Functionality of CRM Application • Functionally CRM applications can be categorized into three main segments : 1. Sales Application- Sales Force Automation (SFA) 2. Marketing Application- Campaign Management (CMA) 3. Customer Service & Support- CSS Management Relationship Officer:ABN AMRO Slide No : 04 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 5. Campaign Management (CMA) • In order to inform customers about various products and ultimately sell them, marketing managers routinely conduct marketing campaigns of varied types as part of overall marketing strategy. They may be for: – Launch of a new product – Test marketing of a new product – Relaunch of an old product with more features – Campaign for specific occasions – Campaign to build brand image, e.g. with a celebrity • CMA solutions are software products that help a marketing manager plan, design, execute & measure the effectiveness of marketing campaigns. • They help in STP activities & related strategies making for each segment. Also help in pricing & selecting distribution channels. Relationship Officer:ABN AMRO Slide No : 05 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 6. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 1. Workflow 2. Segmentation 3. Personalization 4. Execution 5. Response Management 6. Response Modeling IILM Graduate School of Management
- 7. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 1. Workflow- ‘This is the process of managing and coordinating the activities of a campaign from planning, budgeting to execution and tracking. The campaign may consists of many stages and for each stage a different message might be sent. The software should be able to support multiple campaigns, each campaign might be across multiple channels of communications’. IILM Graduate School of Management
- 8. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 1. Workflow- e.g. Initially, the company might sent emails to their prospective customers informing them of the new product and asking them to check out their website. Depending on the response from each customer, further communications like an email message, telephone call or direct visit by the sales person can be planned. Managing such a workflow requires tremendous amount of backend support in the form of coordination and book-keeping. The campaign management solution should be capable of providing such support. IILM Graduate School of Management
- 9. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 2. Segmentation- ‘Segmentation is the process of identifying………………………’ Customer database from previous campaigns that contains information about how customers responses to previous offers is usually stored in a DWH. CM software must interface with the DWH and pulls out the relevant customer details. Some analytic capability is present in most of the campaign management packages. This capability allows managers to segment the database and identify the most appropriate target segments for a campaign. IILM Graduate School of Management
- 10. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 3. Personalization- ‘Distribution of personalized content to a customer over a preferred channel of communication is emerging as an important capability of campaign management solution. For example, a customer might like to be contacted by phone directly and usually responds favorably if there are discounts offered. Such information can be used to personalize the offerings to the customer.’ IILM Graduate School of Management
- 11. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 4. Execution- ‘Execution is the process of actual delivery of an outbound message to a market segment or target over a specific delivery channel’. For example, a company might send an email message initially to prospects identified by segmenting its customer database. Some of the customers may respond while others may not. For those who respond, the company may choose to provide more details by calling them over telephone (to be done by sales people from a call center) or personally visiting them (sending sales force). For those who do not respond, a different message could be sent. IILM Graduate School of Management
- 12. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 5. Response Management- ‘Response management in short is the ability to track a customer’s response to the marketing message or deliver an offer to customer’. The system should be able to determine the actual sales and ROIs for each campaign, so that the marketing manager is able to judge each campaign’s effectiveness. Most of the solutions have features that enable reporting of campaign results in easy-to-read, tabular and graphical formats. Once the campaign has been completed, the campaign history, along with its details is then migrated to a data warehouse so that it can be reused for later campaigns’. IILM Graduate School of Management
- 13. Campaign Management (CMA) Relationship Officer:ABN AMRO Slide No : 06 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CMA 6. Response Modeling- ‘Most of the CM solutions provide some form of response modeling feature, so that the models developed in the current campaigns can be used in future segmentation and targeting efforts’. If a ‘good’ model is found, based on the previous campaign results, that reasonably forecast the responses of a customer category, then the model can be run for other segments to find better prospects. IILM Graduate School of Management
- 14. Sales Force Automation (SFA) • Customers contact the sales representatives with the intension of learning more about the company’s products. It is up to the sales person to convert this enquiry into an order. • Customer may be very demanding . • Sales force automation can be defined as a number of processes designed to produce a sale of your products using less time & efforts than is presently required. • IT is a major enabler of SFA solutions. The aim of SFA is to make the sales processes more efficient and effective by communicating with the customers right the first time. Relationship Officer:ABN AMRO Slide No : 07 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 15. Sales Force Automation (SFA) Sales Cycle typically goes through the following steps: 1. The first step is prospecting for customers. 2. Preliminary assessment of the leads 3. Sales team then needs to manage the sales efforts. Here the critical issues include RA, Information regarding quotes and pricing etc 4. Final step is to close the deal. Many times services are also offered with the product. Relationship Officer:ABN AMRO Slide No : 08 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 16. Sales Force Automation (SFA) Functionality required by SFA • Interface with campaign management software so that sales people are able to receive a comprehensive view of ongoing and completed marketing campaign. • Some SFA guide Sales person during conversation with customer. • Siebel provide forecasting and business planning support to higher level managers in sales department. • Business Contact Management- People whom the sales personnel contact initially for any sale. • Business Account Management • Territory Management- This functionality enables the sales department to automatically route opportunities, accounts, contacts & activities to the right sales team members territory-wise. Relationship Officer:ABN AMRO Slide No : 09 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 17. Customer Support & Services (CSS) Relationship Officer:ABN AMRO Slide No :10 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Full service cycle consists of: 1. Logging of the initial service request by the customer 2. Verifying the contractual coverage as regards warranties & guarantees 3. Assigning and sending out appropriate field engineers 4. Providing depot repair 5. Billing of customers IILM Graduate School of Management
- 18. Relationship Officer:ABN AMRO Slide No : 11 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Functionality required by CSS » Multiple Channel Access » Solution Knowledge Base » Managing Requests » Contract & Warranty Status » Field Service Support » Management of Spares and Depot Repairs » Billing Depot Repairs: Many a time, a field engineer may not be able to completely repair the product on site. In that case, the part(s) are shipped to the nearest depot and repairs take place there. Customer Support & Services (CSS) IILM Graduate School of Management
- 19. Criteria used for evaluating the technological solution for CRM Relationship Officer:ABN AMRO Slide No : 12 ERP Functional Consultant • Functionality supported by the package • Catering to multiple channels of interaction • Compatibility with existing infrastructure • Scalability- Property of a system to cater to higher loads without any deterioration in performance. • Integration- It is better to choose CRM solution from a single vendor. • Flexibility in incorporating changes & upgradeability • Experience in Implementation- training & maintenance needs • Checking references • Price- Price driven selection may lead to a misfit with Company CRM objectives. Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 20. Global CRM product market Relationship Officer:ABN AMRO Slide No : 13 ERP Functional Consultant Large Enterprises Small & Medium Enterprises Siebel, Oracle, MySAP CRM Talisma, Sales Logics Microsoft, Onyx SalesNotes Siebel CRM on Demand Salesforce.com SalesNotes.net NetCRM Main Target Server Centric Web Centric Customer Relationship Management Technological Tools for CRM IILM Graduate School of Management
- 21. Global Leading CRM Provider: Siebel Relationship Officer:ABN AMRO Slide No : 14 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM • World’s largest leading provider of CRM solution . • Through its’ CRM for Everyone’ strategy, Siebel provides CRM solutions for any kind of organization, any type of user, and for any budget. • Latest offering of Siebel 7.7 brings in industry-specific features, enhanced analytic, business intelligence and data integration capabilities that improve total cost of ownership (TCO). • Siebel leads the CRM market with a user base of 3.2 million users spanning 4800 organizations. • Siebel CRM OnDemand is a hosted CRM offerings delivered over the Web and accessible from an Internet browser at a fixed price per user per month. Customer can deploy quickly, easily, and affordably, without any upfront IT investments. IILM Graduate School of Management
- 22. Global Leading CRM Provider: Siebel Relationship Officer:ABN AMRO Slide No : 15 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM • Siebel offers 20 industry specific applications that cover all aspects of CRM that includes: » Sales ( SFA) » Marketing (CMA) » Service (CSS) » Partnership Management » Employee Relationship Management » Analytics capability » Business Intelligence (BI) Capabilities • Analytic capability was provided through partnership with BroadBase rather than by offering an analytic product of its own. • Now Siebel has teamed up with IBM to develop a scalable BI solution that enable organizations to deploy BI faster, at a lower total cost, with better results. IILM Graduate School of Management
- 23. Relationship Officer:ABN AMRO Slide No : 16 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM An Abundance of Data • Supermarket scanners, POS data • Preferred customer cards • Credit card transactions • Direct mail response • Call center records • ATM machines • Demographic data • Sensor networks • Cameras • Web server logs • Customer web site IILM Graduate School of Management
- 24. Data Warehousing & CRM Relationship Officer:ABN AMRO Slide No : 17 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM The process of transforming data into information and making it available to the user in a timely enough manner to make a difference is known as Data warehousing. • Data warehousing is the infrastructure on which data mining applications reside and run. • Data warehouses are maintained separately from the organization’s operational databases. • Data warehouse contains historical and other data collected from all part of organization. These databases might contain redundancy as they are optimized for decision support and not for speed. IILM Graduate School of Management
- 25. Data Warehousing & CRM Relationship Officer:ABN AMRO Slide No : 18 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Advantages to using DWH for CRM : • It becomes difficult to integrate information from all the customer touch points. DWH provides better information integration to decision-maker. • DWH helps in personalization of services. A company may find that a customer has abandoned the purchase of a product after browsing about its details for sometime. It can then get back to customer & give him a better offer. • DWH play an important support function in marketing campaigns. It provides data that is needed to determine the ideal size of a campaign market, identifying prospects and evaluating success of a campaign based on the responses. IILM Graduate School of Management
- 26. Relationship Officer:ABN AMRO Slide No : 19 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Why Use Data Mining Today? Human analysis skills are inadequate: – Volume and dimensionality of the data – High data growth rate Availability of: – Data – Storage – Computational power IILM Graduate School of Management
- 27. Data Mining & CRM Relationship Officer:ABN AMRO Slide No : 20 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Data mining is the exploration and analysis of large quantities of data in order to discover valid, novel, potentially useful, and ultimately understandable patterns in data. Valid: The patterns hold in general. Novel: We did not know the pattern beforehand. Useful: We can devise actions from the patterns. Understandable: We can interpret the patterns. It is commonly used in a wide range of applications, such as marketing, fraud detection and scientific discovery. IILM Graduate School of Management
- 28. Relationship Officer:ABN AMRO Slide No : 21 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Data Mining Step in Detail 1. Data preprocessing – Data selection: Identify target datasets and relevant fields – Data cleaning • Remove noise and outliers • Data transformation • Create common units • Generate new fields 2. Data mining model construction (Classification model Clustering) 3. Model evaluation IILM Graduate School of Management
- 29. Relationship Officer:ABN AMRO Slide No : 22 ERP Functional Consultant Customer Relationship Management Technological Tools for CRM Preprocessing and Mining Original Data Target Data Preprocessed Data Patterns Knowledge Data Integration and Selection Preprocessing Model Construction Interpretation IILM Graduate School of Management
Editor's Notes
- #5: How many of u heard finacle or worked in any banking during sip or past woekex
- #6: Also in case of increasing visibility of a product in the market through advertising..we do campaign Hero honda when ever launching a new bike..the do campaigning IT Company used to provide a beta version of any software or operating system in order to test\\ quality of the product or services inn the market like microsoft before launching windows 7… Spny ..initially introduced playstation -2 ..later introduced playstation 3 and 4 with more features and did campaignibg aslso similarly Maggi initially provide noodles but now a days they inceraese their product line and introduced aata noodles..but Bigbazzar always do campaiging at specif occasion in order to increase sales and profit….IPL campaigning like WAPUS APNE GHAR MEIN….or Hocky world cup campaigning with the key message PHIR DIL DO HOCKY KO Save the tiger campaign by government by sachin or incredible india campaign by aamir khan …. Sometimes u heard about election campaign…also right to education campaign by Ministry of eductaion of india or right to food campaign by the government Marketing campaigns can include many different media: Email, search, banners and other online marketing Publicity Direct mail Telemarketing Trade shows and events Print, radio and other “traditional” media
- #7: Functionalities that campaign management solution posses are discussed above. Workflow- manage activities like plan, design, execute & measure Segmentation- CMA interface with Datawarehouse which stores previous datas - Analytical ability allows managers to segment the database and identify most appropriate target segments for campaign Personalization – a customer might like to be contacted by phone directly and usually responds favorably if there are discounts offered. Execution- process of actual delivery of an outbound message to a target Response Management -ability to track a customer’s response to marketing message or deliver an offer to the customer. Response Modelling- models developed in the current campaigns can be used in future segmentation & targeting efforts.
- #8: Functionalities that campaign management solution posses are discussed above.
- #9: Functionalities that campaign management solution posses are discussed above.
- #10: Functionalities that campaign management solution posses are discussed above.
- #11: Functionalities that campaign management solution posses are discussed above.
- #12: Outbound message means those message going out from the company to customers or prospects This brings following questions in focus: How to schedule the message to the recipients? 2. who will deliver the message? 3. what channels to use? 4. when should the customer be contacted? 5. what content will be delivered in each contact,etc? The campaign managementr software should be able to manage and schedule such interactions with individual customers.
- #14: Functionalities that campaign management solution posses are discussed above.