Elva-hanke, liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.-15.10.09, Tornio, Anthony Okuogume.
1. CUSTOMER RELATIONSHIP MANAGEMENT: FROM STRATEGY TO SYSTEM Anthony Okuogume, Yliopettaja Kemi-Tornion University of Applied Sciences Picture from; EC-Council
2. My background on CRM I work as a Principallecturer in Kemi-Tornio University of Applied Sciences I havebeenworking and developing the missinglink in CRM for the past 7yrs. Mostespecially, CRM/CEM integration and customerqualitysystems see; www.intrestool.com Also, I am a big critic of traditional CRM thinking! Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 2
3. Structure of my presentation We will start by looking at the bottom-line of CRM. Why the need for a CRM strategy Why CRM strategies should drive: value creation for the customer and for the business. how to connect with the customer (customer intimacy) and how to grow the value of customers. Why CRM system tools are not a substitute for a well designed CRM strategy CRM rationalizes the transaction process CRM will be addressed as a tool for getting to know the customer better and for managing customer information and data (BI). IT-systems will be touched and the importance of integrating CRM-CEM data. That is; transaction event data plus knowing what customers think and feel about a company’s services as the final frontier of customer relationship management. It will be SMEs and B2B focused However, lets see what can be covered in 30 mins. Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 3
4. The Bottomline What is CRM all about? Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 4
5. CRM IS DRIVEN BY TRANSACTIONAL EVENT: CRM COVERS EVERY ASPECTS OF TRANSACTIONAL RELATIONSHIPS WITH THE CUSTOMER Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 5
6. TYPES OF CRM OPERATIONAL CRM vTIGER CRM PRM RELATIONSHIP CRM (FOR CONTACT MANAGEMENT) SOCIAL CRM According to Gartner Inc. “Social computing is becoming a significant customer relationship management (CRM) market trend and represents a disruptive force in this market” Gartner predicts that, “by 2010, more than 60 per cent of Fortune 1000 companies will have some form of online community that can be used for customer relationship purposes” Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 6
7. Why CRM? CRM rationalizes the transaction process CRM also provide with speed, relevant and accurate information on transactional activities and customer data to decision making Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 7
8. THE BOTTOMLINE: CRM IS AT THE HEART OF THE CONCEPT OF MARKETING Grönroos, (1997) see marketing as : “the establishment, maintenance, and enhancement of relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met” Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 8
9. Customer relationship management isn't just good marketing; it's also, good business! Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 9
10. ManagingCustomerRelationship is a business philosophy THAT DRIVES ALL CORPORATE ACTIVITIES Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 10
11. “CRM isn’t just about collecting, processing, and deployingcustomerinformation. It is about serving customers in a fundamentallyimprovedway” (Source: Crosby & Johnson, 2000) Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 11
12. In CRM, strategycomesfirst! CRM Strategy: Firm’s define how to manage customer’s journey - from the point of expectation building through interaction stage (the phase of actual experience with a firm’s services or product) to the final point of reflections (where customer evaluate the outcomes of that interaction and the subsequent feelings that leads to the decision to or not to bond) Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 12
13. What is needed: Firmsmustestablishlong-termcustomerstrategythat can have impact on the business. This means that core “business model must change from a short-term transaction-based orientation to a longtermrelationship-basedorientation”. (Crosby& Johnson, 2000) Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 13
14. Doyou want customers who are loyal to your company, not just its current offerings? So… Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 14
15. …Soyour CRM shouldbe about Building CustomerPlatformsnotProductPlatforms Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. CustomerPlatforms 15
16. Therefore; The customer, not the product is the hero. (NamrataRana, 2002) Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 16
17. Growing the value of customerrelationship (Source: Baaken & Schröder, 2009) Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 17
18. CRM: A SYSTEM PERSPECTIVE Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 18
19. CRM Includes all stages of CRM/Sales Process: Marketing automation (lead generation, campaign support) Sales automation (customisable product entries, inventory management, quotations, billing, and trouble ticketing) Customer support & service functions, including a customer self-service portal Analysis and reporting CRM / Sales process handles the touchpoints of customer interaction, E.g. the cycle Leads -> Accounts -> Contacts -> Potentials -> Quotes -> Sales Orders -> Invoice (eInvoices) Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 19
20. Existing CRMs solutions lack the customer experience management aspect! So at intrestool: We integrate between existing solutions. However, the level of integration c an be decided. Integration present a full solution that handles it all – bothinternal and external BI integration CRM/CEM INTEGRATION Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 20
21. Intres CEM integration Customer Experience data that is deeply rooted with events of CRMhistory. Open history to customers, allow / invited / encourage them to participate and share what they think, during all touchpoints of customer interaction, and finally the result: http://www.intrestool.com/features/features/study_the_dependency_relationships.html Why such a solution? Advanced CRM solutions do have the sales Process ManagementCapacities, so they can handle most of the touch points of customer interaction. Within the sales process, people in different roles can participate in feeding in information at different levels at different times. Invoicing (and eInvoicing) is just a push of button followingthe whole process. (this example is from business-to-business sales process but a simplified model applies to the sales to consumers). However, all these traditional CRMs lacks the CustomerExperience Management - which is supposed to be the last, natural phase of Sales Process Management. Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 21
22. Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. Asiakkuuskokemuksen kehäkaavio Tarpeen tiedostaminen, etsintä, valinta, maksu, toimitus, huolto, asiakaspalvelu, tyytyväinen käyttö, uuden tarpeen tiedostaminen, asiakkuuden uusiutuminen ja vahvistuminen – vai irtisanoutuminen? 1. Miten rakennan vaikuttavaa palvelua jokaisessa kosketuspisteessä? 2. Miten asiat liittyvät toisiinsa? The Customer Experience 22
24. Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. ”DNA is a nucleicacidthatcontains the geneticinstructionsused in the development and functioning of allknownlivingorganisms and someviruses” (source: wikipedia) Weanalysethem to understandourgeneticstructures Touchpointsare the DNA of the customerexperience 24
25. However Do not allow the drive for customer information over shadow the genuine need to build profitable, longtermrelationshipswithkeycustomers. Liiketoiminnan sähköistymisen vaikutukset liiketoimintaprosesseihin-seminaari 14.15.10.09. 25