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CRM Ahmed Khadr February 14, 2002

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CRM Ahmed Khadr February 14, 2002

  1. 1. CRM Ahmed Khadr February 14, 2002 OISM 470 W
  2. 2. Agenda <ul><li>The CRM hype! </li></ul><ul><li>What is CRM? </li></ul><ul><li>A Definitive Definition </li></ul><ul><li>The Five Views of CRM </li></ul><ul><li>A CRM Brainstorm </li></ul><ul><li>Let’s Talk ROI </li></ul><ul><li>The Works and Ways </li></ul><ul><li>CRM in motion: Siebel Systems Inc. </li></ul><ul><li>The Bottom Line </li></ul><ul><li>Bibliography </li></ul>
  3. 3. The CRM Hype! <ul><li>Customer Relationship Management </li></ul><ul><li>The most confusing and hyped buzzword in modern business </li></ul><ul><li>Buzzwords used as a psychological tool by consultants on customers </li></ul>Agenda
  4. 4. So, What is CRM!? <ul><li>Strategic Customer Relationship Management </li></ul><ul><ul><li>CRM software </li></ul></ul><ul><ul><ul><li>Integration of all technological customer interfaces </li></ul></ul></ul><ul><ul><ul><ul><li>Front and Back end integration </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Maximizing the customer relationship </li></ul></ul></ul></ul></ul>Agenda
  5. 5. So, what is CRM!? <ul><ul><li>CRM hardware </li></ul></ul><ul><ul><ul><li>Integration of all human to customer interfaces through technology </li></ul></ul></ul><ul><ul><ul><ul><li>Creating order winners… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Maximizing the customer relationship </li></ul></ul></ul></ul>Agenda
  6. 6. Definitive Definition of CRM <ul><li>CRM is ultimately what the company defines it to be depending on their business objectives… </li></ul><ul><ul><li>Five Views of CRM </li></ul></ul><ul><ul><ul><li>Marketing Automation </li></ul></ul></ul><ul><ul><ul><li>Sales Automation </li></ul></ul></ul><ul><ul><ul><li>Service and Service Fulfillment </li></ul></ul></ul><ul><ul><ul><li>Customer Self-Service </li></ul></ul></ul><ul><ul><ul><li>E-Commerce </li></ul></ul></ul>Agenda
  7. 7. Five Views of CRM <ul><li>Marketing Automation </li></ul><ul><ul><li>… designed to get the right mix of the company’s products and services in front of each customer at the right time. </li></ul></ul><ul><li>Sales Automation </li></ul><ul><ul><li>Collaborative tools that enable all parties to the transaction to interact with one another </li></ul></ul><ul><li>Service and Service Fulfillment </li></ul><ul><ul><li>Serving existing customer base through problem resolution systems, workflow automation and field service dispatch systems </li></ul></ul>Agenda
  8. 8. Five views of CRM <ul><li>Customer Self-Service </li></ul><ul><ul><li>e-CRM. Capabilities that can be directly invoked by the customer on the internet via PC and wireless devices. </li></ul></ul><ul><li>E-Commerce </li></ul><ul><ul><li>capabilities such as shopping, marketplace, transaction and payment processing, and e-commerce security </li></ul></ul>Agenda
  9. 9. A CRM Brainstorm <ul><li>How much do you think the average service call costs your company? </li></ul><ul><ul><li>$0.10 </li></ul></ul><ul><ul><li>$10 </li></ul></ul><ul><ul><li>$1 </li></ul></ul><ul><li>Answer: </li></ul>10 dollars! Agenda <ul><li>Can this be remedied? How? </li></ul>
  10. 10. A CRM Brainstorm (cont.) <ul><li>What are some possible solutions…? </li></ul><ul><ul><li>Email requires large, cumbersome databases and is usually received unsolicitted </li></ul></ul><ul><ul><li>Postal mail has the same effect with the added cost of material and delivery </li></ul></ul><ul><li>How much do you think the average CRM automated web service transaction costs your company? </li></ul>$0.10 ! Agenda
  11. 11. Let’s talk ROI <ul><li>Costs and time can be daunting at first glance </li></ul><ul><ul><li>When done correctly, CRM benefits are significant </li></ul></ul><ul><li>With any enterprise software, ROI requires: </li></ul><ul><ul><li>Absolute Patience </li></ul></ul><ul><ul><ul><li>Enterprise software ROIs typically take years to surface </li></ul></ul></ul><ul><ul><li>Complete support from janitor, CEO, and all in between </li></ul></ul><ul><ul><li>Thorough and on-going education for the enterprise </li></ul></ul><ul><ul><li>True understanding of calculated risks involved </li></ul></ul>Agenda
  12. 12. A Successful CRM <ul><li>A successful CRM implementation with high ROI potential needs: </li></ul><ul><ul><li>Properly trained Front Office staff </li></ul></ul><ul><ul><li>Proper data and good use of it </li></ul></ul><ul><ul><li>Proper workflow processes </li></ul></ul><ul><ul><li>Proper integration of Front Office and Back Office </li></ul></ul><ul><ul><li>Proper software to support the strategy </li></ul></ul><ul><ul><li>Full support of top managment </li></ul></ul>Agenda
  13. 13. The Works and Ways <ul><li>Sales Force Automation </li></ul><ul><ul><li>Must provide a linking to other relevent IT/Enterprise systems </li></ul></ul><ul><li>Sales Management </li></ul><ul><ul><li>Must graphically provide management with an overview of all sales info in real time </li></ul></ul><ul><ul><ul><li>E.g., historical data, back office, sales force performance… </li></ul></ul></ul><ul><li>Marketing Management </li></ul><ul><ul><li>Must organize, execute, track and analyze all campaigns </li></ul></ul>Agenda
  14. 14. The Works and Ways <ul><li>Document Management </li></ul><ul><ul><li>Requires Common… </li></ul></ul><ul><ul><ul><li>storage and linking area </li></ul></ul></ul><ul><ul><ul><li>templates for quick document generation </li></ul></ul></ul><ul><ul><ul><li>Tracking and logging of changes </li></ul></ul></ul><ul><ul><ul><li>Sending and Tracking of all customer communication </li></ul></ul></ul><ul><li>Data Management </li></ul><ul><ul><li>Must quickly mine effective data out of system into hands of decision makers. </li></ul></ul><ul><ul><ul><li>Improves time to reaction </li></ul></ul></ul>Agenda
  15. 15. The Works and Ways <ul><li>Project Management </li></ul><ul><ul><li>Must be linked to marketing module for cost and resource tracking </li></ul></ul><ul><li>Knowledge Management </li></ul><ul><ul><li>Must collect, organize, and analyze knowledge about customers </li></ul></ul><ul><ul><ul><li>Action management </li></ul></ul></ul><ul><ul><ul><li>Questionnaires </li></ul></ul></ul><ul><li>Telemarketing Management </li></ul><ul><ul><li>Must have complete tech support </li></ul></ul>Agenda
  16. 16. The Works and Ways <ul><li>Customer Self-Service Capabilities </li></ul><ul><ul><li>Must have account insight, detailed inventory information, service details/status, contact information...at the least. </li></ul></ul>Agenda
  17. 17. CRM in Motion <ul><li>Siebel Systems Inc. </li></ul><ul><ul><li>Founded in 1993 </li></ul></ul><ul><ul><li>Today: World’s Largest customer centric, eBusiness application software provider </li></ul></ul><ul><ul><li>2000 Revenue: $1.79 billion </li></ul></ul><ul><ul><li>100% value-adding customer information systems </li></ul></ul>Agenda
  18. 18. Siebel Systems Inc. Agenda
  19. 19. Siebel Customers Full Industry Spectrum! Agenda
  20. 20. The Bottom Line <ul><li>Strategic Customer Relationship Managemnt seeks to improve customer retention through alignment of organizational vision, business processes, and personnel with technology. </li></ul>Agenda
  21. 21. Bibliography <ul><li>http://www.crmcommunity.com </li></ul><ul><li>http://www.imarketingnews.com </li></ul><ul><li>http://www.convergys.com </li></ul><ul><li>http://www.siebel.com </li></ul><ul><li>PowerPoint Presentation, “Damgaard CRM”, Damgaard World Compass; 2000 </li></ul>Agenda

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