Let’s talk about some of the challenges that businesses face today as they try to become customer-driven. Many companies operate with product-focused divisions. In the financial services world this could be checking account, savings account, mutual fund, and retirement vehicles. [ To speaker: you can customize this to fit the industry of your customer/prospect.] The product-focused divisions can easily become informational silos, with very little communication back and forth.
In addition, each division interacts with its customers across multiple channels: in financial services, this could be the web, the call center, branches, or through company partners. [ To speaker: Use industry-specific example for the company to whom you are presenting. For example, “At a large nationwide telecommunications carrier, they were interacting through their online web site, X nationwide call centers, and over Y,000 individual retail stores.” ]
Since each division has its own information and its own corporate structure, business processes within each division are also different. The result is a high degree of inconsistency in the way the company markets to, sells to, and provides service to its customers. These inefficiencies have an impact on customer satisfaction. For example, if a customer has a question, he or she may have choose among numerous 1-800 numbers. Account statements may have a variety of different formats. And the customer may receive dozens of uncoordinated marketing offers from the company. [ To speaker: Use industry-specific example for company to whom you are presenting. For example, “At a large nationwide telecommunications carrier, there were X kinds of account statements.”]
Further complicating this picture, employees aren’t necessarily aligned around serving customers. This makes it difficult to ensure that employees are taking the right actions to satisfy customer-driven goals. The result is a “strategy-execution gap,” where the everyday tasks of employees don’t necessarily support the corporation’s customer-driven strategy.
And then finally, applications are not integrated, which makes it extremely difficult to deploy seamless, end-to-end business processes. Take, for example, answering the simple question: Who are the company’s customers? Many companies today still can’t tell you how many customers they have, what their names are, and what those customers purchased in the last year. Answering this simple question requires integration of applications across the enterprise. In the financial services example, it can be difficult for the company to provide tailored, bundled offerings of its retail products, mutual funds, and retirement products to the customer. To do this requires the ability to execute end-to-end business processes across multiple divisions.
How can these complex problems be addressed? By becoming, what we here at Siebel Systems call, a Customer-Driven Enterprise . The Customer Driven Enterprise revolves around the concept of becoming “one company” in the eyes of customers. Before, the customer was dealing with an organization that acted like a three or four companies bound together in name only. But the Customer-Driven Enterprise has a single comprehensive customer record, ensuring that the customer has a consistent, high quality experience. One experience, one communication standard, one hotline, one web site, one integrated set of products, one relationship with that customer. One company.
In the past, provider of CRM have asked you to choose a particular CRM deployment option. It was EITHER on premise CRM OR on demand CRM. Through the 1990s, on premise CRM provided a powerful solution for organizations. The promise of a centralized repository with sales, marketing and service information, the ability to analyze this information in many different ways, and the ability to completely tailor the CRM application for a particular company, proved highly compelling for corporate executives. Unfortunately, these advantages were offset by the fact that the deployment of the CRM system, as well as tailoring of the application, were driven by, and dependent upon the IT organization, who at any given time might be working on other strategic priorities across the organization. In addition, users found these CRM systems difficult to learn, which hindered user adoption across the organization. And then, at the beginning of this decade, on demand CRM was introduced, and niche providers proclaimed “the end of software,” despite the fact that thousands of organizations and millions of sales, marketing and service professionals used (and continue to use) on premise CRM every day. Yet there’s no question that on demand CRM provides many compelling advantages, which is why Oracle participates in this market and is a leading on demand CRM provider. For one, on demand CRM is highly intuitive, leading to rapid user adoption across organizations. In addition, it can be administrated by business users. Changes to the layout of the application, to fields, the creation of analytic reports, etc., do not require IT intervention. And of course, on demand CRM subscription services come with a predictable, monthly cost per user. However, these advantages of conventional on demand CRM were offset by limited functionality of the application, and the fact that this on demand CRM was often deployed in isolated pockets.
Нишевое OnDemand решение может закрыть текущие задачи компании в CRM , но позволит ли это решение развиваться дальше? Only Oracle delivers a wide choice of deployment options. This is important because for many organizations – or business units within organizations, on premise CRM will continue to be the best choice. Or you may already have an on premise CRM deployment. For example, your organization may want Oracle’s powerful on demand CRM solution hosted on its own private stack. Only Oracle can provide this. We call it our private edition. This solution hosts your organization’s CRM on a dedicated database and enables custom performance tuning, and a flexible versus a fixed upgrade schedule. Both our multi-tenant and our private on demand CRM services are built on Oracle’s standards-based grid architecture, and are highly secure.
Before diving into Release 16, I just want to give a brief overview of CRM On Demand. CRM On Demand is a comprehensive solution that provides functionality and embedded industry best practices across sales, marketing, and service, including contact centers. We are unique in providing a built-in data warehouse and powerful analytics capabilities for customers to gain true insight into their business. Every company is unique so we provide comprehensive capabilities to customize, integrate, and extend the application as well as assure unparalleled, enterprise-level hosting expertise and services.
Embedded sales best practices in CRM On Demand enable companies to increase sales productivity and effectiveness. How? Automatic lead qualification ensures leads are qualified quickly and consistently to optimize sales reps’ time. Two-tier lead management enables inside reps to focus on what they do best – qualify leads; and lets field sales reps focus on what they do best – close opportunities. Oracle CRM On Demand ensures seamless hand-offs between the qualifiers and the sales reps, so leads don’t get stale and are followed up on promptly. Sales Process Coach allows companies to replicate the success of their best sales reps across the organization by taking the process used by these top reps, and making it the company standard. Sales Process Coach makes it easy to implement a consistent sales methodology and it provides context-specific sales coaching on demand to provide guidance when reps need it. Automatic opportunity assessments provides another way to embed sales methodologies into the application. Assessment templates can guide sales reps through a list of questions to determine the best course of action on an opportunity. And Triangulated Forecasting arms sales managers and executives with multiple views of their forecast. This is important, because a traditional roll-up view may be skewed based on how optimistic or pessimistic individual reps are. With the addition of top-down and historical views of the forecast, managers can take three perspectives into account and triangulate to a more accurate forecast. Customers who have deployed some of these best practices have realized measurable business results. For example, Peter Polus, CEO of Fiberdyne Labs stated, “ I believe any salesperson who embraces Siebel CRM On Demand will grow his or her business by 50 percent or more, because it offers a proven methodology by which to run your daily sales life.“ Russell Yardley, CEO, Acumentum has a similar view. He stated &quot;We have found Siebel CRM On Demand to be a powerful business tool that has helped us gain complete transparency throughout our organization….With embedded best practices, Siebel CRM On Demand has given us insight into our sales processes that will help us become more profitable. Siebel CRM On Demand is a tool every business owner should consider. ”
Siebel CRM On Demand customers who have implemented our marketing functionality have likewise experienced very positive returns on their marketing investment. Unlike competing marketing solutions that just focus on tracking campaigns and tracking leads, Siebel CRM On Demand is a complete solution that includes the ability to track, execute campaigns and analyze them. With CRM On Demand, companies can segment customers and create targeted campaigns. But we don ’ t stop there. Unlike other offerings, you can execute email marketing campaigns from within Siebel CRM On Demand. Once you ’ ve run your campaign, our advanced analytics tools lets you analyze the results so you know where to focus your marketing dollars for the most impact. This ability to focus, execute, and analyze yields companies a better return on their marketing investment. Steve Parker, the Director of Sales for Leaderpromos.com, reports, &quot;We've been able to take the same amount of marketing dollars that we were using to generate leads and turn it into a much bigger group of business. Our sales were up 50 to 60 percent over where we were last year at this time. And we attribute more of it to the fact that we implemented Siebel CRM On Demand, which has allowed us to really know who our customers are and get the most out of each one of them.&quot;
Talk about support for different order types.
Embedded Service Best Practices in Oracle CRM On Demand enable companies to increase customer satisfaction and loyalty by providing a 360 ° view of the customer. Contact center agents can see at a glance, a customer’s profile and service history, plus any sales opportunities and marketing campaigns for that customer. This knowledge enables agents to focus on the service question at hand and its quick resolution, rather than ask the customer a series of questions and make the customer relate the service history in real time, which not only lowers customer satisfaction, but increases call handling times. Oracle CRM On Demand also facilitates first call resolution by providing agents with a centralized knowledgebase, so agents can quickly look up solutions to resolve service issues in one call. Agents can score the solutions in the knowledgebase, so all agents can see which solutions have proven to be the most useful and relevant to their jobs. One of the largest expenses in a service call center is the training. Oracle CRM On Demand addresses the challenge of high agent turnover and training costs with call scripting. Call scripting accelerates the learning curve for new service representatives by guiding them through a series of questions that can calculate, for example, the priority of a service request or determine whether to escalate service request to another level. Service analytics enables managers to analyze service rep and call center effectiveness. Based on the insight they glean from analytics, managers can take actions such as adjust staffing levels or provide additional training. And finally, an important part of ensuring that companies are meeting the needs of their customers is to survey them periodically or after a service event. Oracle CRM On Demand provides the ability to administer customer satisfaction surveys, which automatically calculates survey scores and outcomes, giving managers the ability to take corrective action immediately.
A significant area of enhancement in Release 16 is in Partner Relationship Management (PRM). CRM On Demand’s new PRM functionality leverages and extends the current Partner License Option to provide a broad set of indirect channel management capabilities and will support key functionality and business processes critical to the management of an indirect sales channel. For more information on Partner Relationship Management, please refer to the PRM webinar.
CRM On Demand includes advanced analytic capabilities that turn data into actionable insight. From the home page to dashboards to reports embedded in the application, CRM On Demand makes actionable, up-to-the-moment business intelligence available to employees at all levels. This empowers at all levels and in multiple business functions to drive more informed decisions. Interactive, out-of-the-box dashboards are designed to provide insight into key areas, such as pipeline, sales efficiency, service trends, and marketing campaign effectiveness. Within each dashboard, users can drill down into deeper analysis and specific records to diagnose issues or seize an opportunity. Armed with this insight, companies can take the actions they need to grow or rectify issues before they become larger problems. CRM On Demand is the first CRM solution with a pre-built data warehouse. Automatically updated nightly with the latest CRM data, companies can perform true historical analysis and identify business trends quickly and efficiently. Let’s dive into this hosted data warehouse topic a bit further, and analyze the benefits of this capability from the perspective of Sales. In addition to capturing historical information about customers and opportunities, sales organizations must leverage insight from this data and use it to make business decisions and drive more informed action. With only real-time data access, users may miss important trends over time that cause them to make the wrong decisions. Using a combination of real-time and historical analytics, managers can proactively identify and address issues they might not otherwise have seen, and all end users can track their progress against their goals to improve execution. For example, with only the traditional view of a rolled up forecast, it looks like this group will exceed their quota. But can they trust the forecast? In addition to the traditional rollup, Oracle CRM OnDemand provides a top-down Pipeline Analysis and historical analysis, which, in this case, show a major drop off in late stage pipeline (it looks like deals are getting stuck in the pipeline) and a trend of increasingly inaccurate rolled-up forecasts. Seeing this analysis, a sales manager would know that he/she was at risk of missing the forecast and be able to do something about it while there is still time to make an impact.
[ Было, есть... ] Подразделения сфокусированы на разных продуктах и услугах Сервис Партнеры Продажи Неэффективность коммуникаций между департаментами и сотрудниками
… Должны поддерживать множество каналов взаимодействия с клиентами Клиент Продажи Сервис Партнеры Дублирование расходов на коммуникации, несогласованность информации о клиентах
Несвязанные, недостаточные бизнес процессы … Клиент Продажи Сервис Партнеры =Сбои в работе с клиентами, упущенная прибыль, отсутсвие контроля
Отсутствие координации между сотрудниками Клиент Продажи Сервис Партнеры Долгие циклы, продаж, сервиса = упущенная прибыль
… Неинтегрированные приложения Legacy OSS HR Custom CIF ERP CIF SCM Custom SAP ERP Custom ERP Legacy Продажи Сервис Партнеры Клиент Низкое качество хранимой информации, неполнота картины, отсутствие контроля
[ Станет ] Клиенто-ориентированное предприятие Продажи Партнеры Сервис Эффективность сотрудников Бизнес разведка и аналитика Лучший опыт маркетинга и обслуживания Клиент ЕДИНАЯ КОМПАНИЯ Legacy OSS HR Custom SAP ERP CIF SCM Интеграция данных и процессов Многоканальность
В прошлом… Производители CRM предлагали выбрать
Затраты на развертывание и обучение
On Premise CRM
Легкое в использовании, быстрое развертывание и обучение
On Demand CRM vs.
Только Oracle Различные варианты развертывания без потери функциональности Интеграция On Demand и On Premise
Решение задачи филиалов
Расширение классического развертывания
В рамках подразделения или на всю компанию
On Demand Multi-Tenant Enterprise Edition On Demand Single Tenant Enterprise Edition
Развертывание на собственном оборудовании
Интеграция с On Demand
On Premise vs.
CRM On Demand
Только Oracle Законченное CRM решение Легкость в использовании 360 ° Обзор клиента Текущее состояние и тренды продаж
Панели текущего состояния
История взаимодействия ( котировки , заказы , запросы и т.п. )