Driving CRM Effectiveness in a Recession

Driving CRM Effectiveness in a Recession
Dipock Das, Senior Director, CRM Innovation

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions.
The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

Driving CRM Effectiveness
CRM is a process – not an event
Your employees are your most valuable resource
That Social thing – Listen to your customers
Drive customers to low cost channels
Reduce the cost of sales
Get connected
Go Virtual

CRM is a Process, not an Event
Continuous improvement
Engagement strategy
Analytics
Real time Decisions
Loyalty
Governance
Back to Basics
Automate the mundane
Clicks = Transactions

Invest in your usersCRM is a contract between you and your employees
Where Enterprise Applications Fall ShortPoor Usability and lack of “Value” based awareness
Show them the value – “what’s the point”
Empower your users – show them how to become effective and proficient with the application
Don’t try to train them in one go – have clinics
4 minute videos – so that users can train themselves at their own pace – but in small doses
Source: Harvard Business Review, July-August 2006; Annual sales survey of Chief Sales Officers.

Listen to your usersThey are the barometer of what is working and what is not
Your employees use the CRM system
Have a feedback mechanism to iron out the issues
Let your users train you
Call your call center with a problem
Track the clicks – monitor process completion rate
Listen to your users –
After one week,
After one month,
After 6 months
In one year

Listen to your customersYou need to go to them, they won’t come to you
Your customers are having conversations about
Your products
Your services
Your competition
But not with YOU
Blogs, Twitter, News feeds, Social Networks, Rating sites
Most of these sites/feeds/tools cost nothing to tap into

Drive users to lower cost channelsFocus on a value-added customer experience to drive higher retention
Word of mouth marketing
Blogs - suggestions for new chips
Digg – customers voted for flavours
eBilling
eCommerce
Self-service
Public Sector
Telecommunications
Insurance Healthcare
High Tech

Reduce the Cost of Sales
Better Equip your workforce
Deploy a Search engine
Build bridges, not walls
Use the right tool for the job

Use a search engine
The Cost of not finding information
Duplication of data
Duplication of effort
Do you really need to enter all that data?
Type ahead search
Common phrases , common searches
Sentiment analysis
Real time decisions
Caching
Faster effective data capture and entry
Siebel has prebuilt integration with Oracle Secure Enterprise Search

Build bridges, not walls ….Foster collaboration and sharing

Right tools for the job, right place, right timeDid you think one tool was enough?
1. Checks email
2. Preps Slides
4. Updates deal
3. Checks news
5. Updates notes
This is Susan
At home
On the road
In the office

Right tool, right place, right time
Personal*
Social
Gadgets
Mobile
Transactional
Gadgets are free. Download from edelivery.oracle.com today
iPhone apps are free. Download from the Apple store today
*Native Outlook client coming soon.

Get Connected
CRM
SCM
ERP
Customer driven integrated processes……
HCM

Digitizing the EnterpriseCustomer Driven Integration Processes

Go VirtualRun Siebel CRM on Oracle VM
Operational Benefits
<1 hour from download to live CRM system
Reduced time to get up and running
Use in DR and Upgrade strategies
Huge reduction in cost of operation
Greater control over operating environment
Reduced costs through consolidation
Lower energy costs
Lower electricity costs
Less water consumed
Less floor space
Less staff to manage server farm and hence less traffic
Siebel on Oracle VM is available on edelivery.oracle.com

Driving CRM Effectiveness
CRM is a process of improvement
Listen to your users
Listen to your customers
Connect your people
Connect your systems
Go Virtual

Thank you.
dipock.das@oracle.com
http://blogs.oracle.com/dipockdas