Crmtalk12

Customer Relationship Management Tools for the Virtual Community Model By Dawn Marie Yankeelov [email_address] 20 September 2000

The CRM Industry Corporate CRM Spending >$1 Trillion (U.S.) Consumer 100,000 Independent CRM Vendors ($700 Billion)
Data Management
Fulfillment
TV
Radio
Print
Advertising
Direct Marketing
Call Centers:
Inbound
Outbound

What is CRM?
CRM ties together all of a company’s front office customer touchpoints:
sales (contact management, product configuration),
marketing (campaign management, telemarketing),
and customer service (call center, field service)
Via multiple, interconnected delivery channels (telephony, email, Web, and direct interaction)
YOU ARE TRYING TO TRACK ENTIRE HISTORY OF RELATIONSHIP WITH YOUR CUSTOMER OR CLIENT

Defining CRM Options “ Small and mid-sized businesses would never have been candidates for enterprise applications in the past. Nobody seems to know what is going on and the customer often has more knowledge than the company. That is the Achilles’ heel of businesses today.”—Steve Papermaster, founder of Agillion.com
Trends to Watch:
--CRM for All Levels
--Small Business Use
--Web-based Application Proliferation
--ASP Models Appealing
from Small Communities to Personal Sites

Industry Problem
Buyer Dilemma
Lack of Industry Knowledge
100,000+ Vendors
Product Complexity
Rapid Change in CRM
Technology
Limited Project Management
Resources
Seller Dilemma
Lack of Efficient Marketing
Channels
Large Capital Investment
in Technology
No Central Marketplace
Intense Competition
Inefficient Marketplace = High Search and Maintenance Costs

How to Make Your CRM Initiative Succeed
Identify and set clear business requirements
Institute a common planning process
Obtain Senior-Management Buy-In and Understanding
Pinpoint functional differences in culture and success measures and bridge the gaps
CRM is a Business Philosophy
MarchFirst Consulting

Tribulations: The Barriers
Changes in business processes slow IT delivery capability
Unwillingness to change sales processes and incentives can stall acceptance of new systems
The rate of technology change can be too quick for people to absorb it and adapt

Turn to External Services Provider?
Andersen Consulting, Deloitte and Touche, and PriceWaterhouse Coopers meet leadership in category criteria from Gartner Group
More than 600 dedicated CRM consultants
A minimum of 20 implementations in each of sales, marketing and service multichannels
A geographic presence in North America, Europe, and Asia Pacific
Integration between the service and industry practices
---www.cio.com/content/gartner/crm

CRM Shifts Cause: Relationship Management Becoming Critical Effect: CRM to satisfy any appetite Cause: No Time to Learn It or Teach It Effect: Simplification in Web-based models Cause: Demand for Analysis & Tracking Continues to Rise Effect: Point ‘n Click Stats on Demand Cause: Spending Getting Scrutiny of VCs Effect: ASP Models Stand a Chance to Deliver CRM

Eye-Openers Spending on ASP services will grow to $7.7 billion in four years, from $30 million this year. However, this is not new monies, just a reallocation of funds. Software vendors are expected to see revenues diminish. --- IDC Corporation Forecast, ASPNews.com, 8/17/2000 CRM, education and training—less than a third now using ASP model --- Zona Enterprise Usage Study, 2000

Metrics for Purchases Should Remain the Same
Research Includes:
A Look at Problem Found/Solution Provided
Depth of Company’s Products—Vaporware vs. Delivered
Technology Complexity in Use and Implementation
Financial Soundness of Product to Be Purchased—Will it Really Be Around in Two Years?
Product Specialization by Industry

Tap the Potential of eCRM—Web-based all the Way
Create Interactions—decide if it is advantageous to be the creator of a new community or better to join forces; integrate all sales and marketing channels with back office financials
Operate at Internet Speed—real time data gathering, analysis and response is approaching as the standard
Analyze Data—Turn massive amounts of data into insight to retain customers
Integrate Customer Information Access Across Systems --Montgomery Research, Inc. 2000

Total Cost of Ownership
Server Hardware & Software
Server w/disks, RAID Fault Tolerance, Memory
Backup software
Basic Server Installation & Integration
Configuration of Server in Hours
Service Agreement on Hardware
Service Agreement on Network System

Server Installation & Maintenance
Upgrades in a three-year period
Man hours for upgrades
Migration of platform issues
Upgrades to Network Operating System
Server Troubleshooting
Emergency Service—Actual Hours
Consultant Assistance (one day every fourth week)
Assistance w/ maintenance

End User Install & Maintenance
Upgrading old PCs
User Administration
Hidden downtime & Support Costs
Courses and Internal Training
Software Licensing
Security & Telecommunications
Employee Infrastructure

CRM Mainstream Migration
Contact Mgmt.
--most offline
80s 90s 2000 2002
Personalization—using web
Customer Relationship Mgmt.—expensive, non-integrated software
Database Tracking of Entries
Call Centers (most not Internet-friendly)
Sales Automation
Marketing Automation
Web-based
Conferencing/Telephony
Analytics
Relationship Mgmt. In ASP format
Synchronous Customer Management (multi-channel managed via web or wireless device)

CRM Marketers Break with Tradition
Major Players Reinventing Product Line to Serve Lowend
Web-based Solutions for all Industries
New Technology Platforms Breed New CRM methods—I.e. Release of Windows 2000 platform
Free Is the “Winner to Take All” Plays
Geography is Meaningful in Seizing Market Share and VC Dollars—Look in Your Backyard for Answers
ERPs Migrating to ASPs That Can Go Live Within Days

High-End Marriages Outside The Product Class
Example: Siebel Mid-Edition (first shipped July 19, 2000) and Great Plains Partner Status
Features Include: Customer Applications including ecommerce functions, 24/7 self-service, and online marketing info; Employee Applications including features for front-office employees; and Partner Applications for partner organizations (i.e. sales channels)

New Low-Cost Web Entries E-business Dashboard—Free personal homepage. Keeps tabs on customers, includes personal organizer and headlines Tasks and Email—Tracks Tasks and Personalized Email Acct. Activities and Notes—Permanent searchability on customer activity Group Calendar—Review and update daily, weekly or monthly on the web schedules $29.95 per month/per user Personal Pages—password-protected websites Shared Contacts—Customer Interaction Database that allows users one secure, central place to store and access customer information and activity Product Offerings Low-cost Web-based CRM with messaging functions. Product The company is aimed at small businesses Product: Agillion.com

Moderate-Cost Entries
Example: Worldtrak.com
Works with Microsoft Outlook
Account Opportunity Mgmt.
Enterprise Forecasting
Activity Tracking
Enterprise Lead Mgmt.
Enterprise Data Synchronization & Remote Access

Verticals: SoftWatch.com

eCRM Free with Ads

Consider Scalability for Community Onyx.com Products for Enterprise Users --30,000 concurrent users—sub-second response --High-Ticket Item

Websites for Research on CRM
Crmguru.com
Searchcrm.com
Crmassist.com
CRMcommunity.com
ASPNews.com
ASPIsland.com
www.microsoft.com/europe/industry/crm

Crmtalk12

by Dawny1962 on Jun 17, 2009

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 38

Statistics

Crmtalk12 — Presentation Transcript