CRM Trends: From Multi Channels to Cross Channels

From Multiple Channels to a Cross Channel Culture Your Text here Your Text here Einat Shimoni EVP & Senior Analyst Enterprise Applications, Analytics & KM Strategies www.einatstki.blogspot.com Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 1

CRM Trends CRM will be less about transactions And more about interactions Think of it as a way of improving customer experience by managing “conversations” Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 2

CRM Trends Better customer experience = better product Your Text here Your Text here It’s the experience that counts, not the product Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 3

Collaborative CRM: CRM Trends from the outside looking in Focus on external clients needs Your Text here Your Text here Focus on internal processes Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 4

Technologies Maturity Model 2009 General Trends Business Value Investment Active BPM BI Web to make money 2.0 Collab. CRM Balanced Data IT+business Cut costs, Increase Oper. Scorecard Governance, Project CRM ERP 2 MDM productivity Financial Ent. Pure Tactic BI Search Business BI Project ECM Gateway Commodity IT portal ERP1 Services Size of figure = complexity/ cost of project Financial Investment sector Non- Finance for regulations reg. sectors reg. Using Implementing Looking Market Maturity Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 5

General IT Services Families Trends Reduce Expenses Increase Revenues Increase Increase Increase Improve Increase process process governance, Cut costs customer business efficiency Intelligence regulation & Experience agility risk mng. Green IT Active BI Regulation Social CRM BSC compliance DC Tech: virtualization CXO BPM Analytical etc. BPM/BPA management CRM tools Supply chain Customer Employee Productivity Innovation IT intelligence Experience support tools Governance Management IT Sourcing models Marketing focus IT portfolio management Self Service of clients, employees and partners Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 6

CRM Source: STKI CIO Survey 2009 Trends CRM Priorities2009 40% 35% 35% 30% 25% 20% 18% 20% 14% 15% 8% 10% 5% 0% Campaign Ecommerce CRM Self-Service Analytical Management Systems Packages CRM Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 7

The obvious reason: Cost savings Cost per call* Live agent (CSR): 5$ (avr.) IVR: 1$ Web interaction: <0.2$ * Average costs are based on global research findings across all industries includes Service rep salary, electricity, computers, systems, training, maintenance Einat Shimoni’s work All Rights Reserved @STKI not remove source orIsrael +972 from any graphic or portion of graphic Copyright 2009 @STKI Do Moshav Bnei Zion, attribution 9 74 444 74 www.stki.info 8

The less obvious: higher value Customer stickiness: Multi-channel customer = higher value than single channel customer Your Text here Your Text here (source: Dmdays New York) Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 9

CRM The goal: Multi Channel CRM Trends • Mobile service • e-billing •More self • newsletters • EPSS/guided • e-banking • e-service service options • email marketing interactions • SMS • e-payments and transactions • email response • RTD • Live chat management • CC • Collaboration Proliferation of customer touch points Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 10

and… Multi Channel Marketing Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or Israel +972from any graphic or portion of graphic All Rights Reserved @STKI Moshav Bnei Zion, attribution 9 74 444 74 www.stki.info 11

BUT Channels are managed by different organizational units Is there a single view of the customer experience across all channels? Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 12

Clients are starting to be “nagged” The Customer Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or Israel +972from any graphic or portion of graphic All Rights Reserved @STKI Moshav Bnei Zion, attribution 9 74 444 74 www.stki.info 13

Should be a holistic Strategy Your Text here Your Text here Source: Nurun http://www.slideshare.net/nuruncom/excelling-in-a-multi-channel-environment Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 14

From monologue to dialogue Social media is a conversation platform Your Text here Your Text here Source: Charteris http://www.slideshare.net/charterispic Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 15

Communication with customers CRM Trends spurs customer centric innovation What features should What do you like about our new product? product X include? What don’t you like about our new product? What do you like about our company? Your Text here Your Text here Do you have ideas how we can How do you prefer enhance our to interact with us? products? Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 16

CRM The new DIGITAL social customer Trends Uses Twitter to complain about a product or company Your Text here Your Text here Source: 2008, Fabio Cipriani. Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 17

New Marketing Essentials • The new 3 E’s of successful marketing: Engage, Entertain, Educate • The web is making a big impact on marketing & customer interaction strategies • Focus on what your target audience hears, not on what you say • Dialogue, not Monologue Source: TheWiseMarketer.com Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or Israel +972from any graphic or portion of graphic All Rights Reserved @STKI Moshav Bnei Zion, attribution 9 74 444 74 www.stki.info 18

Can you analyze your web interactions? Your Text here Your Text here Source: econsultancy.com/reports/crm-2-0-report Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 19

CRM Summary of trends 2009 Trends • The goal is to maximize customer experience • People want options for products and channels • The customer is becoming more “social” and is making conversations about your company • Multi channels can create a good experience if there is a holistic view • Companies are adopting multi channels BUT: Channels are managed separately No holistic view Not analyzed enough Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 20

Thank you! Einat Shimoni EVP & Senior Analyst Enterprise Applications, Analytics & KM Strategies Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 21

CRM Trends: From Multi Channels to Cross Channels

by Einat Shimoni on Jun 25, 2009

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CRM Trends: From Multi Channels to Cross Channels — Presentation Transcript

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