CRM Backwards

How Your Customer Measures CRM Monetize this: From Preface, Page XII, Customer Worthy, Why and how everyone in your organization must Think Like a Customer, Michael R Hoffman, Paramount Publishing 2010 The Customer Revolution Starts While Your Customer is on “Hold” 2012 All rights reserved. ClientXClient 908.542-1134 [email_address] Michael Hoffman Investment My Cell Phone Company (rhymes with horizon) 20 minutes preparation 20 minutes online 20 minutes on hold 20 minutes call hold time = Free 11 Minutes Customer Service Rep Interaction Time 11 minutes Customer Service Talk Time My time @ 3.00 minute Call time @ $0.45 minute X 71 Minutes Me, The Customer Cost = $210 Wireless Phone Company Cost: $4.95 @ $50 hr = 59.16 @ $10 hr = 11.43 Final Resolution 6 Month Cost X 551 Minutes 120 minutes @ $54 Me, The Customer Cost = $1,653 Wireless Phone Company Cost: $54

Figure 12.4 CxC Matrix Systems Include (sample list) Customer Worthy, pg. 151 Accounting Advertising Business intelligence Business performance management Business process management Call routing Care center inbound Compensation Contact management Content management Cost accounting Credit authorization Credit modeling CRM (customer relationship management) Customer service Customer survey Data matching Device design Device management Digital asset management Security Self service Self service kiosk Self service mobile Self service phone Self service web Shipping Social media Statistics Subscription management Supply chain management Telephony Text to voice Voice to text Web analytics Web chat Web hosting Web presentation Web security Work flow Direct marketing Distribution Email hosting Email management Enterprise marketing management ERP (enterprise resource process management) Financial reporting Fraud detection Fulfillment Game management General ledger Inbound telemarketing Integrated communications Inventory It operations Lead management Licensing List management Location security Logistics Maintenance Marketing automation Master data management Modeling Network design Offer management Order management Outbound telemarketing Packaging Partner management Performance management Performance reporting Point of sale Point-of-purchase Predictive modeling Printing Public relations Quality systems Resource management Returns processing Reverse logistics sales Automation … and CRM is “in” Every System 2012 All rights reserved. ClientXClient 908.542-1134 [email_address]

CRM Backwards Summary
Majority of CRM designs fatally flawed due to lack of focus on customer impact
Unmeasured expense-to-customer is business & competitive handicap
Unrealized revenue per contact is enormous
Customers should be focus of system, function, process integration
Customer experience as described in CxC Matrix quickly quantifies potential cost savings and revenue opportunities (see next 2 slides; more clarification in Customer Worthy (book) and at Customer Worthy.com)
2012 All rights reserved. ClientXClient 908.542-1134 [email_address]

Thank You! Michael R. Hoffman, 908.542.1134 CLIENT x CLIENT clientxclient.com Think Like a Customer! CRM & Marketing for the next 10 years. 2012 All rights reserved. ClientXClient 908.542-1134 [email_address]

CRM Backwards

by client x client, CustomerPayback.com on Jan 20, 2012

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CRM Backwards — Presentation Transcript