1. CRM Trends
Einat Shimoni
EVP & Senior Analyst
Enterprise Applications,
Analytics & KM Strategies
Blog: einatstki.blogspot.com
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2. CRM Radar
Interest
Implementing
Operational
Analytics
Using
Operational CRM
Customer
Data hubs Analytical
CRM
Campaign
Mng. Multi Channel
CRM
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3. 3 CRM Stages
Operational CRM
Service SFA Mobile Sales Marketing
Analytical CRM
Operational Analytics
Multi Channel CRM
Collaborative CRM
Self-Service
Web 2008
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4. Multi Channel Marketing
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5. CRM should manage client experience
not create a negative one
The
Customer
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6. New Marketing Essentials
• The new 3 E’s of successful marketing:
Engage, Entertain, Educate
• The web is making a Huge impact on
marketing & customer interaction
strategies
• Focus on what your target audience
hears, not on what you say
• Dialogue, not Monologue
Source: TheWiseMarketer.com
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7. CRM Trends
• CRM initiatives should address “new areas”:
 eMarketing – marketing on the Web 2008
 eService – the dilemma: promoting self service while
keeping the personal touch
 Social networks, Video Sharing and mini-apps (“widgets”)
 Managing multi-channel interactions
 Interactive Brand Experiences
 Allowing product reviews (if relevant)
 Selling in virtual worlds:
 Less intimacy with the customer
 Much more intimate information
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8. 2008 CRM Priorities
Source: STKI Survey 2008
30%
25%
20%
15%
10%
5%
0%
Analytical
Ecommerce
Management
Management
Packages
Campaign
Systems
Customer
CRM
CRM
Data
Service
Self
-
Israeli orgs place very high priority for analytical CRM
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9. Management tools usage & satisfaction
Source: Bain & Company (Mng. Tools 2007)
Orgs satisfied with CRM
Will continue using it
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10. CRM Israeli Trends
CRM is “picking up” (AGR: 10%)
Focus on Analytical & Collaborative CRM
Marketing initiatives gaining attention
Customer data even more problematic
Channels (SMS, emails etc.) are managed
“tactically”, not holistically
Guided Interactions & “the agent
desktop”
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11. 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
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12. STKI Rule of Thumb
HIGH-END CRM in Israel: Price Per Seat
• License: $1K - $3K
• Integration: 2 x license
• Hardware: 1 x license
• Maintenance: 0.5 x license (for 3 years)
• Training &
Change Mng: 1 x license
• Testing: 0.25-0.5 x license
• Data Quality: 0.25-0.5 x license
Total: 6 x license
$6,000 - $18,000 per seat
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13. STKI Rule of Thumb
Mid-Tier CRM in Israel: Price Per Seat
• License: $500 - $1K
• Integration: 2 x license
• Maintenance: 0.5 x license (for 3 years)
• Implementation 0.75 x license
(training, testing,
data quality)
Total: ~4 x license
$2,000 - $4,000 per seat
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info

14. STKI Rule of Thumb
SaaS CRM price model
Pay-as-you-go subscription pricing
Price per user per month: 40$ - 130$
* Depending on functionality, contract period,
scope of modules vs. full suite, number of users
Additional possible costs:
• Relatively very short implementation time
• Data quality
• Training
• Some possible customization costs
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15. Bottom Lines
The next challenge is managing the
customer’s experience
Multi Channel CRM is the next big step in
CRM evolution
CRM initiatives require incorporation of
infrastructure elements (MDM, Portals,
BPM etc.)
Customer data requires special attention
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16. Einat Shimoni
EVP & Senior Analyst
Enterprise Applications,
Analytics & KM Strategies
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info