Using technology to get closer to your customer CRM Software and Customer Retention Presented by: Anne Laird Title: CRM Programme Manager, Elsevier Date: 1 st May 2003
What is CRM software <ul><li>Sales Force Automation </li></ul><ul><li>Customer Service </li></ul><ul><li>Marketing & Analytics </li></ul><ul><li>Integration to back office applications: customer activation, billing, G/L </li></ul>Customer Relationship Management
Scope of CRM today Integrated sales, marketing and service across all channels and all products Customer Database “ single view of customer” Lead Tracking & Sales Management Contact Management Campaign Management Marketing Encyclopaedia Customer Service Management Integration with Product Engines (Transactions) Telemarketing Workflow & Fulfilment
Economics of customer retention “ Winning back a lost customer can cost up to 50-100 times as much as keeping a current one satisfied.” Rob Yanker, Partner, McKinsey & Company Understanding your customer is key to retention…..
Challenges impacting understanding your customer Determine Best Resource Know the Customer’s Value Learn from Customers Identify the Customer Access Complete Customer Profile & History
Common customer service complaints “ I hate being transferred from one person to another.” “ It is frustrating to sit on hold for minutes on end.” “ Why can’t everybody know my issue? This is the 10 th time I have call about the same problem. Don’t they value my business?” “ I might not get a timely answer if I email. I’d rather call.” “ How come when I go to the web site I get a different answer than when I call into your call centre?” “ I entered my account number and the agent still asks me for it.” “ I just want to talk to a live person rather than enter 1, 2, or 3 on my touchtone phone.”
Avoid information silos There is often a lack of integration between channels. Sales and Customer Service Agents had little visibility into the Web channel, and Web sites sometimes had little correlation with what was available Web, Email, Wireless • 24x7 • Visual Call Centre • Convenient • Immediate Field Sales • Hands-on • Consultative Resellers • Local • Multivendor Source: Gartner Group Customers
Understanding your customer in the context of CRM Customer Information CUSTOMERS Products/Services Geographies Legacy / Back office Web & Email Call Centre Field Sales Partner/Agent … Drives Service Delivery Across All Business Units Visibility Across All Channels… Best Practices
Implementing CRM <ul><li>Integrated multi channel strategy </li></ul><ul><ul><li>Match products to channel </li></ul></ul><ul><ul><li>Customer needs & costs </li></ul></ul><ul><ul><li>Customer experience </li></ul></ul>
Implementing CRM <ul><li>Well defined business processes </li></ul><ul><ul><li>Eliminate ill-defined and inefficient </li></ul></ul><ul><ul><li>Focus on customer facing processes </li></ul></ul><ul><ul><li>End to end approach </li></ul></ul>
Know your customer common business processes Identify Customer Identify Request Cross-sell / Up-sell Offer Capture Customer Details / Update Profile Obtain Customer Feedback Complete Task Initiate Request Phone Email Web Route to Best resource Agent skills Agent availability Customer attributes Screen pop Customer History Call Center Agent Customer Technology
Implementing CRM <ul><li>Technology </li></ul>Key: 1 to 1 – One-to-one marketing CRS – Call reporting system ISS – Interactive selling system MC/S – Mobile client/server system MES – Marketing encyclopaedia system OMS – Opportunity management system SAS – Sales analysis system SCM – Supply chain management SCS – Sales configuration system Generation 1 st 2 nd 3 rd 4 th 5 th 6 th 7 th Key application components Word processor Spreadsheet Email Change mgmt potential Low Return on Investment High Sales styles ROI Enables Team and technique focus Acct/territory manager Order entry CRS, SAS MC/S Contact manager Expense reports SCS, OMS, MES Telesales, ISS, Integrated sales desktop Enterprise OMS Intra-enterprise team selling All assisted channels integrated Inter-enterprise OMS Virtual sales channel Inter-enterprise team selling Technology enabled buying Web buying Integrated inter- and intra-enterprise Minimal Significant Daunting Extreme Individual Sales Team Enterprise/Value Network Product Selling Proposition Selling Solution Selling SCM 1 to 1 Source Gartner Group
A CRM solution has wide strategic benefits <ul><li>Protect cherry picking of customers by competition. Most companies have decided to focus their efforts on multi-product relationships with profitable customer segments. Many are developing relationship strategies to identify, attract, grow and retain profitable customer segments - and hence will be targeting your most profitable customers. </li></ul><ul><li>Choose service levels by customer segment and channel. CRM will help enable different parts of the organisation to understand and communicate the “value” of each customer and hence the treatment strategy. </li></ul><ul><li>Enable a sales led organisation & culture to be implemented. The CRM solutions include sophisticated sales tools and sales management information to assist sales people and managers in focusing on the key drivers to make their sales more effective. </li></ul><ul><li>Radical cost reduction by streamlined processes. CRM is likely to reduce levels of central support, manual administration, error correction and time taken to serve a customer. Hence overall cost improvements should be achievable. </li></ul><ul><li>Avoid costly “data clean-up” and re-work programmes. By improving the quality and consistency of information recorded and used there will be far less need to invest in these type of activities. </li></ul>
Implementing CRM <ul><li>Business strategy </li></ul><ul><li>Customer segmentation </li></ul><ul><li>Business processes </li></ul><ul><li>Skills & culture </li></ul>Technology is just the enabler!
In summary <ul><li>You are better able to serve customers needs if you understand them well </li></ul><ul><li>If you give them the products they want, when they want them and provide a good and consistent service they will continue to be your customers </li></ul><ul><li>CRM gives the complete and rich view of the customer, enabling tactical and strategic actions to be taken by sales, product development and marketing to meet customer needs </li></ul><ul><li>CRM also enables consistent customer communication regardless of channel, location, time </li></ul>