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  1. 1. Bowi© INNSBRUCK Copyright 2008 STI
  2. 2. 1. Background • Founded in 1987 • Based in Landau, Germany • Focused on Customer Relationship Management in all areas of sales, marketing and service • Our guiding principle: "Long-lasting relationships with our customers" 2
  3. 3. 2. Solutions • A solution combines a method, organization, technology and implementation in the context of a project, working to fulfill a strategically defined objective in the organization of a company and its environment. • 3 Solutions: – xRM Analysis and Design – CRM Projects – CRM 3
  4. 4. 2.1. xRM Analysis and Design • bowi believes in extending CRM to all of the relationships across the entire value creation network. • Based on our models, bowi determines an organizational solution (a process design) and the necessary technology to meet the needs of customers, for example by mapping the processes in a CRM system (data flows, monitoring, etc.). • The overall conceptual design is implemented in a project, resulting in the optimization of the quality of relationship 4
  5. 5. 2.2. CRM Projects • Depending on the customers needs, bowi helps select the software supplier and provide support during the presentations and decision- making. • During the entire project life cycle, bowi is responsible for its progress and maintaining motivation. • Bowi solutions support organization and change processes with effectively implemented technology. • “we design long-lasting and flexible systems that promote relationship- oriented company growth.” 5
  6. 6. 2.3. CRM Services • Technical areas – ERP integration – BI integration – Database management – Integration of external systems and data – Programming/customisation – Integration of mobile devices (mobile CRM) – Operation of the system and hosting – Website 6
  7. 7. 2.3. CRM Services • Training, support, data quality and services – Training – Different levels of (technical) support, reliable operation of CRM technology – Different levels of (conceptual) support, guarantee secure processes – Management of data duplicates – Campaign support (selection, analyses, address handling) – Interactive marketing – Preparation of market 7
  8. 8. 3. Products • 4 Projects: – Selligent Relationship Management – Selligent Interactive Marketing – Selligent Mobile CRM – xRM Ecosystem 8
  9. 9. 3.1. Selligent Relationship Management • is a generic software solution that supports all of the processes in the customer lifecycle and the company ecosystem; • serves as a portal for all of the information the user requires, including data from outside of the xRM database; • provides sales, service and marketing teams with a comprehensive picture of customer and communication activities: – makes connections between customers and market partners visible, – calculates customer satisfaction indicators. – the database is directly synchronized with groupware such as Outlook and provides a clear overview of the status of multi-level campaigns • Users can largely customize the tool on their own, also after it has been implemented, without any time-consuming program 9
  10. 10. 3.2. Selligent Interactive Marketing • Individualized interactive communication • Communication across all channels – SIM identifies the topics and channels customers react to – e.g. letters, emails, questionnaires, sweepstakes, etc. – by analyzing the response KPI*s and assigning a category or interest score to customers in the CRM database. – If customers react differently or are interested in varying topics, the campaign can split and specifically address sub-groups • Listen to the market – understand what customers want – SIM measures whether customers have read or deleted the campaign emails, whether they have visited the website via a specific link or have viewed and bought certain products in the web shop. – With targeted questionnaires and sweepstakes, organizations find out more about their customers and adapt campaigns to their needs – Marketers tailor their campaigns to the reactions of their customers across multiple channels and, as a result, boost brand loyalty with customized campaigns. – ensures that customers are addressed individually* KPI = Key Performance Indicator 10
  11. 11. 3.2. Selligent Interactive Marketing • Plan virtually and monitor what happens online – With simple drag & drop, users assemble elements in the graphical scenario builder, making it easy to design different concepts – ranging from confirmation of registration to personalized websites through to extensive reactivation strategies implemented on a cross-channel level and telemarketing options. – Marketers test the campaigns they have drafted in simulations performed on small parts of the overall target group and monitor the performance of individual components of the campaigns in detail on analytical 11
  12. 12. 3.3. Selligent Mobile CRM • directly access the central CRM application from their smart phone or tablet. • Depending on their roles, users are allocated the same access rights and are subject to the same rules as in the office. • Users are kept informed on time-sensitive data, such as appointments, complaints and participation in campaigns when they are out of the office and they can use their mobile devices to update information such as classifications, notes and service orders. • During a field visit, customers can sign important documents, for example service orders, directly on the smart phone or tablet. • The certified document is stored and can be accessed by all persons involved in the CRM database and is automatically sent to the customer per 12
  13. 13. 3.4. xRM Ecosystem Cockpit • The challenges of network building and transparency beyond company boundaries • Cockpit-based solutions: from the Value Chain Cockpit to the xRM Ecosystem Cockpit – bowi was a partner in the Value Chain Cockpit (VCC) research project – defined a cockpit-based solution that brings together all of the essential information across the value chain of a company. – On the basis of the prototype developed in the research project, bowi is introducing a new product - xRM Ecosystem Cockpit - in 2012, an end-to-end tool that enables the visualisation and management of complex value chains and provides a sound basis for optimally managing relationship 13
  14. 14. 4. Research Projects • 2 research projects: – Value Chain Cockpit – Social 14
  15. 15. 4.1. Value Chain Cockpit • conducted from 2009 to 2011 • defined a cockpit-based solution that brings together all of the essential information across the value chain of a company • Company ERP (Enterprise Resource Planning) systems are extended to include comprehensive views of customer relationship management, production and logistics data from CRM and SCM 15
  16. 16. 4.2. Social CRM-Intelligence • November 2011 • These focus specifically on supporting corporate interactions with the social Web. • detect trends and understand comments, opinions, requests and messages that are posted online. • facilitate communication via social media 16
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