CRM workshop sacher partners


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  • CRM workshop sacher partners

    1. 1. Key Management Messages The Technology Perspective Shaun White Sacher Partners Sep 15, 2011 Renaissance Hotel London, Heathrow Sacher Partners Project: CRM Workshop Electronic Customer Relationship Management
    2. 2. Several Technology Trends We Found With CRM <ul><li>Major suite providers continue to extend their complexity and reach. </li></ul><ul><li>ERP vendors are the major competitors in the CRM space. </li></ul><ul><li>Back-end data warehousing is necessary but not sufficient component to be competitive. </li></ul><ul><li>The Most significant innovation is taking place at the ‘surface’ – where the customer comes into direct contact with the organization. </li></ul><ul><li>The Cloud Computing model is becoming not only an option, but a necessity for building competitive CRM systems. </li></ul><ul><li>Major integration issues are emerging: </li></ul><ul><ul><li>Front/middle/back-end </li></ul></ul><ul><ul><li>Cloud providers </li></ul></ul><ul><ul><li>Trans-business process engineering (TBPE) </li></ul></ul><ul><li>Encoding business rules into the CRM infrastructure requires new organization, new tools and new skills. </li></ul><ul><li>CRM can be larger than ERP (complexity, cost, impact) </li></ul><ul><ul><li></li></ul></ul>
    3. 3. The Technical and Integration Journey of CRM <ul><li>Number of Screens 20 100’s 1000’s </li></ul><ul><li>Number of Tables 20 100’s 1000’s Development Time 30-50 man years 100 500-1000 man years </li></ul><ul><li>Amount of Data megabytes (MB) GB TB </li></ul><ul><ul><li></li></ul></ul>2000 2003 2004-2006 2007 2011+ Marketing Automation eBusiness <ul><li>amount of information collected increased </li></ul><ul><li>web became popular </li></ul><ul><li>database analysis (mining) </li></ul><ul><li>front office eBusiness problem </li></ul><ul><li>entire cycle of customer support </li></ul><ul><li>economies of scale </li></ul><ul><li>single interface </li></ul><ul><li>customer service centers </li></ul><ul><li>trouble tickets </li></ul><ul><li>escalation procedures </li></ul><ul><li>[Opus; Clarify; Vantif] </li></ul><ul><li>Technology </li></ul><ul><li>package </li></ul><ul><li>platform connected </li></ul><ul><li>Success Factors </li></ul><ul><li>functionality </li></ul><ul><li>viability </li></ul><ul><li>Success Factors </li></ul><ul><li>scalability user adoption rates </li></ul><ul><li>performance </li></ul><ul><li>synchronization </li></ul><ul><li>global support </li></ul><ul><li>Success Factors </li></ul><ul><li>multinational support </li></ul><ul><li>customer satisfaction </li></ul><ul><li>Technology </li></ul><ul><li>suite </li></ul><ul><li>mobile or connected </li></ul><ul><li>Technology </li></ul><ul><li>suite </li></ul><ul><li>mobile or connected and thin </li></ul><ul><li>[phone; wireless; kiosk] </li></ul>[Opus; Clarify; Siebel;] CRM Customer Relationship Management SFA Sales Force Automation CSS Customer Sales Solutions Internet
    4. 4. Integrated Messaging in The 2005-2011 Period <ul><li>Integrated </li></ul><ul><li>Messaging </li></ul><ul><li>Tracking of all incoming and outgoing messages </li></ul><ul><li>Ability to switch from one media to another </li></ul><ul><li>IP voice and “call me” buttons on Web page </li></ul><ul><li>Expert system routing of incoming email </li></ul><ul><ul><li></li></ul></ul>eMail Gate WAN IP Voice Internet eCommerce Internet Expert Systems Fax Integrated Messaging Traditional Telephony TPS FEP Corporate IT PM email Host WEB Host FAX T T T VRU ACD PBX PSTN CTI Video LAN DB Performance Measurement Customers Machines Devices Interactive Chat Social network CRM Customer Relationship Management System Back-End Systems
    5. 5. How Technologies Support the CRM Customer Life Cycle <ul><li>Identification of Customers </li></ul><ul><ul><li>Database mining </li></ul></ul><ul><ul><li>Use of external data sources </li></ul></ul><ul><ul><li></li></ul></ul>Layer of Business Process Customer Interface Layer Layer of Technology Applications <ul><li>Differentiation and Segmentation of Customers </li></ul><ul><ul><li>Analytical Engines </li></ul></ul><ul><ul><li>Profitability </li></ul></ul><ul><ul><li>Phychographics </li></ul></ul><ul><ul><li>Demographics </li></ul></ul>Traditional Back-End Infrastructure Zone of Dynamic Marketing Zone of Innovation C o o r d i n a t i o n L a y e r Design of Customer Experience Sales Marketing Others Information Technology Customer Service <ul><li>Interaction with Customers </li></ul><ul><ul><li>eMail </li></ul></ul><ul><ul><li>Expert system routing </li></ul></ul><ul><ul><li>Answer bots </li></ul></ul><ul><ul><li>Filing customer records </li></ul></ul><ul><ul><li>Whole Chat </li></ul></ul><ul><ul><li>Journaling of responses </li></ul></ul><ul><ul><li>Standard reply files </li></ul></ul><ul><ul><li>Fax-back </li></ul></ul><ul><ul><li>Web Collaboration </li></ul></ul><ul><ul><li>See and help </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><li>Web initiated call back </li></ul></ul><ul><ul><li>VRU </li></ul></ul><ul><ul><li>Outbound calling programs </li></ul></ul><ul><li>Customization of Interface </li></ul><ul><ul><li>Application/Coding of Business Rules </li></ul></ul><ul><ul><li>Clickstream </li></ul></ul><ul><ul><li>Dynamic content engines </li></ul></ul>
    6. 6. In CRM, innovation has shifted to the ‘surface’ where enterprise infrastructure hosts interaction with the customer in a multi-channel environment <ul><ul><li></li></ul></ul>Back-End Systems Call Center Web Interface Other Channels Operational CRM Infrastructure <ul><li>Application Servers </li></ul><ul><li>Lead tracking </li></ul><ul><li>Customer profitability analysis </li></ul><ul><li>Others </li></ul>Enterprise Data Warehouse Middle Office Applications Product and Division Databases Fulfillment Systems Order Status Financial Others External Application Service Providers Zone of Innovation <ul><li>Customer Surface Effects </li></ul><ul><li>eChat </li></ul><ul><li>eMail routing and auto response </li></ul><ul><li>Cookies, login and persistence </li></ul><ul><li>Click to talk (IP Voice) </li></ul><ul><li>Affinity points </li></ul><ul><li>Others </li></ul><ul><li>Surface Effect ‘Engines’ </li></ul><ul><li>Preference inference </li></ul><ul><li>Personalization </li></ul><ul><li>Clickstream analysis </li></ul><ul><li>eMail routing and response </li></ul><ul><li>Others </li></ul>
    7. 7. There Are Three Phases of Integration to eCRM <ul><ul><li></li></ul></ul>ETL Business Questions CRM Database Reports Click Stream eMail Document Voice Mail Other Clients CRM Applications Services Business Logic Encoding Interfaces <ul><li>Operational CRM </li></ul><ul><li>VRU </li></ul><ul><li>ACD </li></ul><ul><li>Screen Pop </li></ul><ul><li>Web Pop </li></ul><ul><li>IP Telephony </li></ul><ul><li>Social Network </li></ul><ul><li>Sales </li></ul><ul><li>Marketing </li></ul><ul><li>IT </li></ul><ul><li>Operations </li></ul><ul><li>Phase I - ‘Legacy’ CRM Environment </li></ul><ul><ul><li>Simple lists </li></ul></ul><ul><ul><li>Bask sales force automation </li></ul></ul><ul><li>Phase II - Data Warehousing (Data Mart) </li></ul><ul><ul><li>Build enterprise date warehouse </li></ul></ul><ul><ul><li>Ingrate databases from multiple divisions, product lines etc. </li></ul></ul><ul><ul><li>Define useful business questions </li></ul></ul><ul><li>Phase III - CRM </li></ul><ul><ul><li>Become Interactive </li></ul></ul><ul><ul><li>Rapid build </li></ul></ul><ul><ul><li>Interactive Interface </li></ul></ul>Phase III Attach Interactive surface effect Technologies and work out how to use them effectively Meta Data Manager Sales OLAP Service Phase I Extract Clean Load “ Data About the Data” DBZ Oracle MS SQL Cloud Phase II Build and Integrate Enterprise Data Warehouse and Analysis Others (external)
    8. 8. Delivery of Cloud services – Coping With Reliability Issues <ul><li>Today </li></ul><ul><li>I. Slow, degrades, suffers with distance </li></ul><ul><li>II. Can degrade when busy </li></ul><ul><li>III. Some degradation when busy </li></ul><ul><li>IV. Adequate </li></ul><ul><li>3-5 Years </li></ul><ul><li>I. Adequate </li></ul><ul><li>II. Adequate </li></ul><ul><li>III. More than adequate </li></ul><ul><li>IV. Adequate and cheaper </li></ul><ul><ul><li></li></ul></ul>I. II. III. IV. DSL/E1 E1 E3 Internet Backbone E3+ E1, E3 Cloud Cloud Customer Customer Customer ISP
    9. 9. CRM Represents the Largest Application ‘Foot Print’ in the Enterprise <ul><ul><li></li></ul></ul>.com Call Center Field Operations Channels, etc. Employees 2011 2005 Sales Marketing Customer Service 2000 partner portal eMarketing eSales customer eMarketing eSales prospects partner All Customer Information