Sandra M. Eisenberg Using technology to get closer to your customer
CRM Overview
Jan 14, 2015
CRM (customer relationship management) and marketing go hand in hand. Understand the value of knowing your customer, and how to turn customer data into customer gold.
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Sandra M. Eisenberg
Using technology to get closer to your customer
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What is CRM software
Sales Force Automation Customer Service Marketing & Analytics Integration to back office applications: customer activation,
billing, G/L
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Lifecycle Management
Integrated sales, marketing and service across all channels and all products
Customer Database“single viewof customer”
Lead Tracking &Sales Management
ContactManagement
CampaignManagement
MarketingEncyclopaedia
CustomerService
Management
Integration withProduct Engines(Transactions)
TelemarketingWorkflow &Fulfilment
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Economics of customer retention
“Winning back a lost customer can cost up to 50-100 times as much as keeping a current one satisfied.”
Rob Yanker, Partner, McKinsey & Company
Understanding your customer is key to retention…..
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Challenges impacting understanding your customer
DetermineBest
Resource
Knowthe Customer’s
ValueLearn fromCustomers
Identifythe Customer
Access Complete Customer
Profile & History
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Common Complaints
“I hate being transferred from one person to another.”“I hate being transferred from one person to another.”
“It is frustrating to sit on hold for minutes on end.”“It is frustrating to sit on hold for minutes on end.”
“Why can’t everybody know my issue? This is the 10th time I have call about the same problem. Don’t they value my business?”
“Why can’t everybody know my issue? This is the 10th time I have call about the same problem. Don’t they value my business?”
“I might not get a timely answer if I email. I’d rather call.”“I might not get a timely answer if I email. I’d rather call.”
“How come when I go to the web site I get a different answer than when I call into your call centre?”
“How come when I go to the web site I get a different answer than when I call into your call centre?”
“I entered my account number and the agent still asks me for it.”“I entered my account number and the agent still asks me for it.”
“I just want to talk to a live person rather than enter 1, 2, or 3 on my touchtone phone.”
“I just want to talk to a live person rather than enter 1, 2, or 3 on my touchtone phone.”
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Avoid information silosThere is often a lack of integration between channels. Sales and Customer Service Agents had little visibility into the Web channel, and Web sites sometimes had little
correlation with what was available
Web, Email, WirelessWeb, Email, Wireless • • 24x724x7 • • VisualVisual
Call CenterCall Center • • ConvenientConvenient • • ImmediateImmediate
Field SalesField Sales • • Hands-onHands-on • • ConsultativeConsultative
ResellersResellers • • LocalLocal • • MultivendorMultivendor
Source: Gartner Group
CustomersCustomers
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Understanding your customer in the context of CRM
CustomerCustomerInformationInformation
CUSTOMERS
ProductsProducts/Services/Services
GeographiesGeographies
Legacy / Legacy / Back officeBack office
Best Best PracticesPractices
Web & EmailWeb & Email
Call CentreCall Centre
Field SalesField Sales
Partner/AgentPartner/Agent
…Drives Service Delivery Across All Business Units
Visibility Across All Channels…
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Implementing CRM
Business strategy & roadmap
Customer segmentation Multi-channel strategy Business processes Skills & culture Technology
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Implementing CRM
Effective customer segmentation
Customer profile Customer lifecycle Consolidated information
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Implementing CRM
Integrated multi channel strategy
Match products to channel Customer needs & costs Customer experience
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Implementing CRM
Well defined business processes
Eliminate ill-defined and inefficient
Focus on customer facing processes
End to end approach
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Know your customer common business processes
Identify CustomerIdentify Customer Identify RequestIdentify Request
Cross-sell /Up-sell Offer
Cross-sell /Up-sell Offer
Capture Customer Details / Update Profile
Capture Customer Details / Update Profile
Obtain Customer Feedback
Obtain Customer Feedback
Complete TaskComplete Task
Call Center Agent
Customer
Initiate RequestInitiate Request
Phone
Web
Technology
Route to Best resource
Route to Best resource
Agent skills
Agent availability
Customer attributes
Screen pop Customer History
Screen pop Customer History
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Implementing CRM
Organisational Skills & Culture Change management Performance measures Senior management support
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Implementing CRM
Generation
1st
2nd
3rd
4th
5th
6th
7th
Key application components
Word processor
Spreadsheet
Change mgmtpotential
Low Return on Investment High
Sales styles
ROI
Enables
Team and technique focus
Acct/territory
manager
Order entry
CRS, SAS
MC/S
Contact
manager
Expense
reports
SCS, OMS, MES
Telesales, ISS,
Integrated sales
desktop
Enterprise OMS
Intra-enterprise
team selling
All assisted
channels
integrated
Inter-enterprise
OMS
Virtual sales
channel
Inter-enterprise
team selling
Technology
enabled
buying
Web
buying
Integrated
inter- and
intra-enterprise
Minimal Significant Daunting Extreme
Individual Sales Team Enterprise/Value Network
Product Selling Proposition Selling Solution Selling
SCM 1 to 1
Source Gartner Group
Key:1 to 1 – One-to-one marketing
CRS – Call reporting system
ISS – Interactive selling system
MC/S – Mobile client/server system
MES – Marketing encyclopaedia system
OMS – Opportunity management system
SAS – Sales analysis system
SCM – Supply chain management
SCS – Sales configuration system
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A CRM solution has wide strategic benefits
Protect cherry picking of customers by competition. Most companies have decided to focus their efforts on multi-product relationships with profitable customer segments. Many are developing relationship strategies to identify, attract, grow and retain profitable customer segments - and hence will be targeting your most profitable customers.
Choose service levels by customer segment and channel. CRM will help enable different parts of the organisation to understand and communicate the “value” of each customer and hence the treatment strategy.
Enable a sales led organisation & culture to be implemented. The CRM solutions include sophisticated sales tools and sales management information to assist sales people and managers in focusing on the key drivers to make their sales more effective.
Radical cost reduction by streamlined processes. CRM is likely to reduce levels of central support, manual administration, error correction and time taken to serve a customer. Hence overall cost improvements should be achievable.
Avoid costly “data clean-up” and re-work programmes. By improving the quality and consistency of information recorded and used there will be far less need to invest in these type of activities.
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Implementing CRM
Business strategy Customer segmentation Business processes Skills & culture
Technology is just the enabler!
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In summary You are better able to serve customers needs if you understand them well If you give them the products they want, when they want them and provide a
good and consistent service they will continue to be your customers CRM gives the complete and rich view of the customer, enabling tactical and
strategic actions to be taken by sales, product development and marketing to meet customer needs
CRM also enables consistent customer communication regardless of channel, location, time
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