Relationship Matters I believe "Successful CRM" is 4 about competing in the relationship dimension. Not as an alternative to having a competitive product or reasonable price- but as a differentiator. If your competitors are doing the same thing as you are (they generally are), product and price wont give you a long-term, sustainable competitive advantage. But if you can get an edge based on how Customers Feel about your company, its a much stickier-- sustainable--relationship over the long haul.
360 Degree Customer Centric CRM Up-selling and cross-selling Targeting and profiling 66 Service management Prospecting DemandCustomer care and support Creation Lead generation Service Mgmt Lead GenerationCustomer Management Response management 360 DegreeProduct Maintenance Contracts Customer Lead qualification and Lead scoring View Mgmt Product Fulfillment Lead assignment and Order distribution Mgmt Opportunity Mgmt Order management Quoting Opportunity management Pricing and discounting Pipeline and forecast management Quoting Industry Vertical CRM Solution Platform 6
What is Customer Experience ? • Customer experience is taking the customer views of the interactions to understand the emotional bond 13 between the brand and customers. It requires a common understanding of the customer journey, then align the company actions to build emotional bonds. • It is the collective set of experiences…. on the web, in store etc. It is about understanding their unmet needs, wants, capabilities and desires in a deeply contextual level. And that leads to thoughtful and purposeful use of technologies, communities and imageries . • The answer is pretty simple. Customers remember and value great experiences that demonstrate deep understanding and respect for their needs. When companies learn how to deliver and evolve differentiated experiences, they tend to build strong, enduring customer relationships and profitable businesses.
On Premise Vs SaaS CRMThe benefit of implementing an accelerated CRM solution is the threefold: reducedimplementation risk, quicker breakeven and increased value to the customer. 16 OnPremise CRM SaaS CRM Breakeven Breakeven Breakeven @ 27 months 27 months 6 months >80% <50% Successful Successful Implementations ImplementationsNet Value Risk Net Value Value to Risk Customer Time Time Go Live Date Go Live Date ~ 12 Months ~ 3 Months 16
Total Cost of Ownership ( TCO ) One critical aspect in making a CRM selection is determining the underlying cost of on- premise CRM versus SaaS CRM solutions: 17Cost for On SaaS CRM Software Licenses Application Implementation & Deployment Cost 9% 21% HIDDEN COSTS Implementation Costs TechnologyAdditional Costs for On premise Siebel Hardware • Middleware 21% • Hardware (Servers, Storage Devices) Salesforce Siebel Infrastructure Siebel • System Maintenance Onyx 26% Personnel 14% • Application Maintenance Maintenance CRM 7% • System Upgrades Aprimo Siebel Training • Application Upgrades Aprimo 1% People • Internal Administrators • Internal SME’s • Internal Support • External Support, SI Cost
The New Social/Digital Consumer Uses new 24 online channels and new communication tools Trusts in Seeks support advices made to connect by online with like-Being connected, minded peers acquaintances and strangers customers realized that they could ask The new more from Reads and Social creates product companies and reviews, Customer Tends to buy more online product than offline share opinions rankings and blog posts about products and services Wants to provide Expects better feedback about customer the product experience and customer service
CRM Vs Social CRM CRM Social CRM 25 Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Competitor Supplier / Partner Competitor Supplier / PartnerCustomer Customer Customer Customer Your company Your company Customer Customer Customer Customer Customer Customer • Focus on collaborative relationship (engaging a more complex relationship• Focus on individual relationship (company to customer, network) company to partner, etc.)• Limited view of the customer and his community • Multiple connections allow better understanding of the customer and his preferences, habits, etc. community• Targeted messages generate value • Customer experience generates value
Evolution of New Customer Touch Points CRM Social CRM • Microblogs 26 • Blogs • Price comparison website • RSS • Podcast • Phone • Phone • Wikis • Fax • Fax • Social Networks • Email • Email + • Service • Service • Widgets • Letters • Letters • Video sharing • Personal contact • Personal contact • Company’s website • Photo sharing • Company’s website • SMS • SMS • Instant Messenger • Forums • Auction website • Instant Messenger • Chat • Chat • Slides sharing • Media • Media • Reviews and ratings in retail sites • Wish lists • Social Bookmarking•Single view of the customer based on the interactions •Single view of the customer is far more complex to achieve. history, customer profile data residing in the company’s Besides internal information, the company must rely on base and data integration with internal systems external information such as customer profiles in social•Company owns the data but it is limited to previous networks and his behavior when participating in a community. interactions •Customer and other web 2.0 sites own part of the precious data
Bottom Line• Social CRM does not replace traditional CRM. It extends current 27 CRM 1.0 capabilities to engage conversations with customers and the market,• Social CRM humanize the company so the customer can see it as a trusted peer (customers trust people like themselves),• Social CRM puts the customer in the core of the company’s strategy. It affects thoroughly operations, its value chain and organizational structure and culture,• Social CRM introduces new value drivers into the company’s strategy thanks to customers engaged with the brand,• Social CRM needs a new organizational mindset supported by web 2.0 empowered employees. By connecting employees to themselves and to customers, the Social CRM should enable closed-loop employee recognition based on individual results.