CAS Software AGSuccess with Customer ExcellenceWhy CRM, Is it really necessary ?Mircea PrelipceanuInternational Business M...
What can you expect today?Agenda1. CAS Software AG2. The Increasing Importance of CRM3. CRM – so what now?4. Live with CRM
CAS Software AGSuccess with Customer Excellence                             CAS Software AG
CAS Software AG – At a Glance Facts    Established     1986    Headquarters    Karlsruhe - Germany    Ownership       E...
CAS Software AG – A Few Facts        More than 140 partners in DE and 55 worldwide and over         150.000 users of CAS ...
CAS Software AGSuccess with Customer Excellence       The Increasing Importance of    Customer Relationship Management
Current situation       Enterprise   Products                    Services   Customer
CRM – what is that ?•CRM is a long-term business strategy to growth andimprove profitability through a better understandin...
Drivers of CRM  Product & Competition    Products become more    and more comparable!   Increasing Competition!           ...
In Past - Sales process- PRODUCT was in the middle- Selection was not so great , were mostly regional providers- Lack of m...
Today - Purchasing process- Customer have more power is well informed, market is transparent- Customer have HIGH expectati...
Competitive advantage throughcustomer orientation Evaluation of future opportunities for competitive differentiation   Ser...
Competitive advantage throughcustomer orientationEvaluation of corporate strategies, which promise thelargest competitive ...
Top 10 challenges for SME          Top 10 of the challenges for medium-size enterprises from advisors point of view       ...
Drivers of CRM                      Customer behavior                        Decreasing loyalty      Product &       Sourc...
A closer look to customer
Customer           1 happy customer shares its positive             experiences with 4 other persons     :)             4
Customer     1 unhappy customer shares its bad experiences with        another 8-10 persons, (potentially) customers     :...
Customer       12 positive actions are necessary to be done,           in order to adjust a negative situation  12        ...
Drivers of CRM                    Customer behavior                      Decreasing loyalty                    Sources of ...
Increasing revenues through customer loyalty     Revenue               Loyal customers                                    ...
Customer relations and confidence   Trust,   operations   costs                Operations costs                           ...
Important Questions?1.   Do you know your customers ?2. What information do you have about them? Also personal data ?3. Wh...
CAS Software AGSuccess with Customer Excellence                    CRM – SO WHAT NOW?
Short Motivation, Part I
Short Motivation, Part II
Starting point: Address ManagementAnnoying situations:•   Time intensive data input    result in incorrect address    entr...
Address management in the future                           Structured process of Address                                  ...
Revolution in address managementGathering addresses                  CAS                                              Manu...
Address wizard
Just one mouse click: The address is arranged!
Address Revolution: Correction and Enhancement                    WebServiceCustomer database                  Reference d...
Summary: Revolution in Address Management
Address Management                              Address acquisition                               Address assistant      ...
Reaching and serving customers           Customers        Multi Channel         Event           Marketing               Cu...
Lets Go Live with CRM…
For further information please contact us:                           www.stone.com.coBogotá: 57 1 618 01 41               ...
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WHY CRM, Is it really Necessary?

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Conferencia expuesta en CRM TRENDS 2011 en Bogotá Colombia el 7 de octubre de 2011!

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WHY CRM, Is it really Necessary?

  1. 1. CAS Software AGSuccess with Customer ExcellenceWhy CRM, Is it really necessary ?Mircea PrelipceanuInternational Business ManagerCRM TRENDS 201107.10.2011
  2. 2. What can you expect today?Agenda1. CAS Software AG2. The Increasing Importance of CRM3. CRM – so what now?4. Live with CRM
  3. 3. CAS Software AGSuccess with Customer Excellence CAS Software AG
  4. 4. CAS Software AG – At a Glance Facts  Established 1986  Headquarters Karlsruhe - Germany  Ownership Executive board and employees  Employees CAS group: ~330 (Dec 2008) CAS Software AG: ~190  Turnover ~33 Mio. Euro Growth in 2008  Employees +16%  Turnover +34.0% with CRM standard products +18.2% CAS-Group Investments in the future  in innovation over 25% of the turnover goes into R&D  in employees CAS model: earnings shared with employees CAS academy: continuing on-the-job training, CAS leadership compass CAS new blood: close contacts with universities, research facilities, etc.
  5. 5. CAS Software AG – A Few Facts  More than 140 partners in DE and 55 worldwide and over 150.000 users of CAS products  CAS is active in more than 24 countries on 4 continents:  Focus on EMEA and LATAM  In Turkey presence since 2007  CAS genesisWorld is available in 12 languages D, EN, FR, IT, RO, HU, HR, CZ, ES, NL, TR, PL  Several CRM products and dedicated CRM branch solutions  Hundred add-on solutions to common systems  Numerous awards: CAS recently won the CRM Best Practice Award (for the 5th time ) with customer OKI Printing Solutions
  6. 6. CAS Software AGSuccess with Customer Excellence The Increasing Importance of Customer Relationship Management
  7. 7. Current situation Enterprise Products Services Customer
  8. 8. CRM – what is that ?•CRM is a long-term business strategy to growth andimprove profitability through a better understanding of CONFUSED ?customer behavior.•Customer Relationship Management - those aspectsof a business strategy which relate to techniques andmethods for attracting and retaining customers.•There is no agreed definition, but CRM is a blend ofoperational processes, methodologies andtechniques that helps organizations create two-wayinteractions with customers, thereby enabling them tobetter understand and anticipate the behaviors,needs and wants of existing and potential customers.•CRM is a straightforward concept...
  9. 9. Drivers of CRM Product & Competition Products become more and more comparable! Increasing Competition! CRM
  10. 10. In Past - Sales process- PRODUCT was in the middle- Selection was not so great , were mostly regional providers- Lack of market overview and actions to attract new customers was not necessary,
  11. 11. Today - Purchasing process- Customer have more power is well informed, market is transparent- Customer have HIGH expectations from products/services and become disloyal- We all run for customers, the product is not in middle anymore but CUSTOMER get infocus
  12. 12. Competitive advantage throughcustomer orientation Evaluation of future opportunities for competitive differentiation Services/Customer orientation 76,9% Product quality 57,4% Technical/Innovation 56,5% Price-Performance 42,6% Image/Publicity 21,3% Sales 21,3% Price/Costs 14,8% Source: Simon, Kucher & Partner  Services & customer orientation bear the greatest potential to differentiate from the competition
  13. 13. Competitive advantage throughcustomer orientationEvaluation of corporate strategies, which promise thelargest competitive advantage on a long-term basis(Number of points:500 = high potential, 300 = little potential, 100 = low potential) Customer Relationship Management 422 Growth strategies 407 Core competencies management 380 E-Business 376 Knowledge Management / optimized information processes 370 Business Process Outsourcing 340 Total Quality Management 335 Lean Management 332 Business Process Reengineering 293 Shareholder Value Management 270 Virtual Companies 256 Source: Institute of Management and Consulting Sciences; Prof.Dietmar Fink
  14. 14. Top 10 challenges for SME Top 10 of the challenges for medium-size enterprises from advisors point of view Customer relationship management 52 42 Recruitment / Employee qualification 50 43 48 Innovation 42 48 International competition 41 41 42 Globalization (new markets and competitors) 37 47 42 Changing business strategies 32 50 Capital raising 30 49 Intensifying national competition 29 51 Demographical changes 28 46 Importance in %: very important important Costs cut 27 51 Source: Facts & Figures from advisors market 2007/2008, BDU e.V. 2008
  15. 15. Drivers of CRM Customer behavior Decreasing loyalty Product & Sources of information Competition Demanding attitude Products become more and more comparable Increasing Competition CRM
  16. 16. A closer look to customer
  17. 17. Customer 1 happy customer shares its positive experiences with 4 other persons :) 4
  18. 18. Customer 1 unhappy customer shares its bad experiences with another 8-10 persons, (potentially) customers :(  10
  19. 19. Customer 12 positive actions are necessary to be done, in order to adjust a negative situation 12 
  20. 20. Drivers of CRM Customer behavior Decreasing loyalty Sources of information Demanding attitude Getting new customers Product & vs Competition Taking care about the Products become existing ones more and more comparable Getting new customers is more expensive than Increasing improving relations with Competition existing ones CRM
  21. 21. Increasing revenues through customer loyalty Revenue Loyal customers 20% Costs 80% Sales Multiple customers One time customers Interested customers 80% Costs 20% Sales Potential customers Costs
  22. 22. Customer relations and confidence Trust, operations costs Operations costs Trust Time Costs and trust in the process of a successful business relationship Source: Tech. University Berlin, Inst. f. BWL, Business und Services marketing, Prof. Dr. E. Kuhlmann
  23. 23. Important Questions?1. Do you know your customers ?2. What information do you have about them? Also personal data ?3. Who is having this information?4. Is your customer aware about your company and what u do?5. Is your customer satisfied with your company?6. Is your customer enthusiastic about your company?7. Would your customer recommend you to others?
  24. 24. CAS Software AGSuccess with Customer Excellence CRM – SO WHAT NOW?
  25. 25. Short Motivation, Part I
  26. 26. Short Motivation, Part II
  27. 27. Starting point: Address ManagementAnnoying situations:• Time intensive data input result in incorrect address entries incomplete custo - mer data• duplicate copies• missing, wrong or old data of contact persons• poor additional information Quelle: Riek, direkt Marketing Fairmarktung GmbH & Co. Service KG• no addresses of decision makers• no transparency regarding data quality According to statistics, in Germany, between 10 - 30% of the customer data inserted in a CRM systems is corrupted.
  28. 28. Address management in the future Structured process of Address Management Responsibility and Transparency over address quality Notifications on changes Correct Addresses Persons will be notified about Always updated and completed changes immediately Complete Information Enhancements for better decisions
  29. 29. Revolution in address managementGathering addresses CAS Manually or Import with address wizard / Madam Software AG Other databases Janine Black Examination and correctionDuplicate check OKI Printing SolutionsAllocation/Reference database Supervise Enrich Regelkreis Update
  30. 30. Address wizard
  31. 31. Just one mouse click: The address is arranged!
  32. 32. Address Revolution: Correction and Enhancement WebServiceCustomer database Reference database Status Quo: • incorrect • bedirect • incomplete • Yellowmap • wrong contact • Schober persons • Deutsche Telekom • Others
  33. 33. Summary: Revolution in Address Management
  34. 34. Address Management Address acquisition  Address assistant Address monitoring Duplicate check  automatic address  when entering the update address/ for all databases Validating and enhancing addresses  with WEB Servicess
  35. 35. Reaching and serving customers Customers Multi Channel Event Marketing Customer segmentation campaigns organization Budgets tracking Interaction analysis Lead Responsible Competition Winning Sales management workflows analyze probabilities Report and analysis SLA Hotline & Help-Desk Ticketing Responses and management Call Center Portal System satisfaction analysis Time load Expenses Resource Milestones Complete calculations internal/external planning targets/risks Project reporting Document 3rd party systems Groupware Workflows management integrations (eg.ERP) Task & Appointment Intelligent E-Mail Form designers planning Address Management
  36. 36. Lets Go Live with CRM…
  37. 37. For further information please contact us: www.stone.com.coBogotá: 57 1 618 01 41 Bucaramanga: 57 7 6497063Cra 15 No. 98-42 Ofc 402 Calle 49 No. 27 A- 65 Ofc. 503Bogotá – Colombia Bucaramanga – Colombiaventas@stone.com.co ventas@stone.com.co

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