CRM Trends

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  • 1. CRM Trends Einat Shimoni EVP & Senior Analyst Enterprise Applications, Analytics & KM Strategies Blog: einatstki.blogspot.com 1 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 2. CRM Radar Interest Implementing Operational Analytics Using Operational CRM Customer Data hubs Analytical CRM Campaign Mng. Multi Channel CRM 2
  • 3. 3 CRM Stages Operational CRM Service SFA Mobile Sales Marketing Analytical CRM Operational Analytics Multi Channel CRM Collaborative CRM Self-Service Web 2008 3 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 4. Multi Channel Marketing 4 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 5. CRM should manage client experience not create a negative one The Customer 5 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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 6 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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 7 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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 8 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 9. Management tools usage & satisfaction Source: Bain & Company (Mng. Tools 2007) Orgs satisfied with CRM Will continue using it 9 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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” 10 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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 11 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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 12 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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 - $4,000 per seat 13 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 14. STKI Rule of Thumb SaaS CRM price model Pay-as-you-go subscription pricing Price per user per month: 40$ - 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 14 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 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 15 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
  • 16. Einat Shimoni EVP & Senior Analyst Enterprise Applications, Analytics & KM Strategies 16 All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info