CRM Introduction CRM forms a continuous loop of marketing, sales, and service. You can attract new customers while maximiz...
CRM  Benefits <ul><li>Cross-selling & Up-selling across multiple products </li></ul><ul><li>Optimise Overall Profitability...
CRM & Call Centers <ul><li>CRM technology transform call centers into next-generation contact centers that offer far more ...
Customer Focused Economy despina voudouri 2001 Physical Network Customer Interface Service/Product Development & Maintenan...
Business Challenges <ul><li>Customer Selects Channel of Communication </li></ul><ul><ul><li>Customers can interact with yo...
Multichannel eBusiness Partners Web & Email Sales  Call Center Customers Marketing Back Office despina voudouri 2001 Custo...
Marketing Value Proposition <ul><li>Key Benefits </li></ul><ul><ul><li>Allows companies to establish and maintain profitab...
Increased Service Level Expectations <ul><li>Demanding Consistent Treatment Across All Channels </li></ul><ul><ul><li>Onli...
Less Receptive to Marketing Efforts <ul><li>Saturation of Customer “Mail” Box </li></ul><ul><ul><li>Number of marketing of...
Dis-Equilibrium <ul><li>Customer Expectations </li></ul><ul><li>Interactive Complexity </li></ul><ul><li>Privacy Sensitivi...
Business Strategy  <ul><li>Maximize Profit by Focusing on Customer Satisfaction and Retention </li></ul><ul><ul><ul><li>En...
Why Loyalty is Important <ul><li>It costs 5 to 12 times more to acquire a new customer than to keep an existing customer <...
Customer Development Process <ul><li>Lead  </li></ul><ul><li>Generation </li></ul><ul><li>Traffic  Building </li></ul><ul>...
A Typical Database Marketing Campaign Plan <ul><li>Understand customer base </li></ul><ul><li>Identify new target group(s)...
Supporting the Closed Loop Marketing Process Understand Market  and Customer Design Campaign Measure and Track Results Exe...
Multistage, Event-Triggered, and Recurring Campaigns despina voudouri 2001 Define Audience/ Create Campaign $ Purchase Tha...
Development Themes  <ul><li>Collaborative Marketing </li></ul><ul><li>Enterprise Contact Management </li></ul>despina voud...
Collaborative Marketing <ul><ul><li>Maintain the important balance between the need for consistent customer management/mes...
Enterprise Contact Management <ul><li>A  new paradigm designed to establish and manage customer communication in a multi-c...
“ Customer service will become the primary value-added function in every business” Bill Gates - Business @ the speed of th...
 
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Crm actionplan

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Crm actionplan

  1. 1. CRM Introduction CRM forms a continuous loop of marketing, sales, and service. You can attract new customers while maximizing cross-selling and up-selling opportunities across multichannel sales, marketing and customer service operations. despina voudouri 2001
  2. 2. CRM Benefits <ul><li>Cross-selling & Up-selling across multiple products </li></ul><ul><li>Optimise Overall Profitability </li></ul><ul><li>Use the Web as Revenue Generation </li></ul><ul><li>Customer Service </li></ul><ul><li>Campaign Management </li></ul><ul><li>Activity Management </li></ul><ul><li>Opportunity Management </li></ul><ul><li>Expense Reporting </li></ul><ul><li>Quote Generation </li></ul>despina voudouri 2001
  3. 3. CRM & Call Centers <ul><li>CRM technology transform call centers into next-generation contact centers that offer far more sophisticated sales & service capabilities, that demand : </li></ul><ul><li>Support for all channels of communication </li></ul><ul><li>Provide intelligent call routing and assignment </li></ul><ul><li>Offer computer telephony integration </li></ul><ul><li>Ensures complete e-mail response management </li></ul><ul><li>Target customer segments using any criteria </li></ul><ul><li>Measure, monitor, and refine campaign effectiveness </li></ul><ul><li>Provides 24x7 customer service & support </li></ul>despina voudouri 2001
  4. 4. Customer Focused Economy despina voudouri 2001 Physical Network Customer Interface Service/Product Development & Maintenance Operational Support Systems Customer Physical Network Customer Care Service/Product Development & Maintenance Operational Support Systems Customer Old Model: Operations Focus New Model: Customer Focus <ul><li>Profitability Driver: Network Efficiency </li></ul><ul><li>Investment Focus: Network and OSS </li></ul><ul><li>Primary Customer Relationship: Billing </li></ul><ul><li>Profitability Driver: Lasting Customer Relationships </li></ul><ul><li>Investment Focus: Customer Satisfaction </li></ul><ul><li>Primary Customer Relationship: Through Multiple Touchpoints </li></ul>Increase Efficiency = Decrease Cost Increase Effectiveness = Find-Keep-Develop
  5. 5. Business Challenges <ul><li>Customer Selects Channel of Communication </li></ul><ul><ul><li>Customers can interact with you using any channel, any time and expect service </li></ul></ul><ul><li>Market Conditions Change Instantly </li></ul><ul><ul><li>Requires advanced marketing automation </li></ul></ul><ul><ul><li>Businesses need to react quickly to maximize profits and maintain relationships </li></ul></ul><ul><li>Churn and Attrition </li></ul><ul><ul><li>Customer churn is common </li></ul></ul><ul><ul><li>Loyalty becomes increasingly more important in a competitive economy </li></ul></ul><ul><li>Automate and Execute Relationship Marketing Programs </li></ul><ul><ul><li>Analysis, planning, execution and tracking need to be integrated </li></ul></ul><ul><ul><li>Marketing automation techniques need to replicated, enhanced and automated </li></ul></ul><ul><li>Leverage Customer Information </li></ul><ul><ul><li>Prevent Islands of information </li></ul></ul><ul><ul><li>Best of breed suite of applications working together </li></ul></ul>despina voudouri 2001
  6. 6. Multichannel eBusiness Partners Web & Email Sales Call Center Customers Marketing Back Office despina voudouri 2001 Customer Information
  7. 7. Marketing Value Proposition <ul><li>Key Benefits </li></ul><ul><ul><li>Allows companies to establish and maintain profitable customer relationships </li></ul></ul><ul><ul><li>Drives highly targeted 1:1 marketing campaigns </li></ul></ul><ul><ul><li>Ensures a seamless dialogue with customers </li></ul></ul><ul><ul><li>Automates the complete marketing process </li></ul></ul><ul><li>Unique Capabilities </li></ul><ul><ul><li>Compete closed-loop solution across all touch points </li></ul></ul><ul><ul><li>Synchronize messaging across all communication channels </li></ul></ul><ul><ul><li>Best-of-breed components in an enterprise class suite </li></ul></ul><ul><ul><li>Enterprise-class scalability </li></ul></ul><ul><ul><li>Flexible, open architecture </li></ul></ul>CRM & Marketing enables organizations to deliver highly targeted marketing campaigns to maximize customer lifetime value despina voudouri 2001
  8. 8. Increased Service Level Expectations <ul><li>Demanding Consistent Treatment Across All Channels </li></ul><ul><ul><li>Online (Web, newsletters, eMail) and off-line (direct mail) </li></ul></ul><ul><ul><li>Phone/wireless </li></ul></ul><ul><ul><li>Call center </li></ul></ul><ul><ul><li>Alternate channels (ATM, kiosks) </li></ul></ul><ul><li>Demanding Full Functionality and High Performance </li></ul><ul><ul><li>Intuitive user interface – No patience for learning </li></ul></ul><ul><ul><li>Knowledge set (FAQ, Knowledge base) </li></ul></ul><ul><ul><li>24 x 7 with no tolerance for long wait times </li></ul></ul><ul><li>Will Not Accept Organizational Disconnect </li></ul><ul><ul><li>Seamless coordination across all disciplines </li></ul></ul><ul><ul><ul><li>Service, sales, and marketing </li></ul></ul></ul><ul><ul><li>Synchronized across divisions and product lines </li></ul></ul>despina voudouri 2001
  9. 9. Less Receptive to Marketing Efforts <ul><li>Saturation of Customer “Mail” Box </li></ul><ul><ul><li>Number of marketing offers is exploding </li></ul></ul><ul><ul><li>Expansion of marketing across all channels </li></ul></ul><ul><ul><li>Over communication via email and electronic newsletters </li></ul></ul><ul><ul><ul><li>Often not solicited; frequently not targeted </li></ul></ul></ul><ul><ul><ul><li>Difficult to stop </li></ul></ul></ul><ul><li>No Tolerance for Poor Execution </li></ul><ul><ul><li>Inappropriate offers </li></ul></ul><ul><ul><li>Inappropriate offer sequence </li></ul></ul><ul><ul><li>Inability to satisfy questions </li></ul></ul><ul><li>Highly Educated Customers </li></ul><ul><ul><li>Aggregators and portals provide easy access to alternatives </li></ul></ul><ul><ul><li>Sophisticated surfers </li></ul></ul><ul><ul><li>Increased price sensitivity </li></ul></ul>despina voudouri 2001
  10. 10. Dis-Equilibrium <ul><li>Customer Expectations </li></ul><ul><li>Interactive Complexity </li></ul><ul><li>Privacy Sensitivity </li></ul><ul><li>Increased Competition </li></ul><ul><li>Customer Loyalty </li></ul><ul><li>Responsiveness </li></ul><ul><li>Brand Equity </li></ul>despina voudouri 2001
  11. 11. Business Strategy <ul><li>Maximize Profit by Focusing on Customer Satisfaction and Retention </li></ul><ul><ul><ul><li>Engage in a continuous customer dialogue across all channels </li></ul></ul></ul><ul><ul><ul><li>Prioritize resources based on customer value (actual or potential) </li></ul></ul></ul><ul><ul><ul><li>Eliminate conflicting, redundant, and inappropriate offers </li></ul></ul></ul><ul><li>Increase Program Velocity and Agility </li></ul><ul><ul><ul><li>Increase campaign cycle speed </li></ul></ul></ul><ul><ul><ul><li>Rapid learning and real time decisioning </li></ul></ul></ul><ul><ul><ul><li>Move from event based marketing to real time “refine and re-launch” </li></ul></ul></ul><ul><li>Leverage Rich Customer Information to Improve Decision Making </li></ul><ul><ul><ul><li>Provide a single 360 degree customer view </li></ul></ul></ul><ul><ul><ul><li>Across all customer communication channels </li></ul></ul></ul><ul><ul><ul><li>Internal and external systems </li></ul></ul></ul>despina voudouri 2001
  12. 12. Why Loyalty is Important <ul><li>It costs 5 to 12 times more to acquire a new customer than to keep an existing customer </li></ul><ul><li>Loyal customers tend to increase their purchases over time </li></ul><ul><li>Long term relationships typically cost less to serve </li></ul><ul><li>Loyal customers are the best source of referrals </li></ul><ul><li>Loyal customers are generally less price sensitive </li></ul>Up to 95% Increase in Profits 5% Increase in Loyalty despina voudouri 2001
  13. 13. Customer Development Process <ul><li>Lead </li></ul><ul><li>Generation </li></ul><ul><li>Traffic Building </li></ul><ul><li>Channel Marketing </li></ul><ul><li>Event Marketing </li></ul><ul><li>Fulfillment </li></ul><ul><li>Loyalty Marketing </li></ul><ul><li>Dialogue Marketing </li></ul><ul><li>Referral Marketing </li></ul>Metrics <ul><li>Call to close </li></ul><ul><li>Response rate </li></ul><ul><li>Acquisition cost </li></ul><ul><li>ROI </li></ul><ul><li>Conversion rate </li></ul><ul><li>Attrition rate </li></ul><ul><li>Lifetime Value </li></ul><ul><li>Incremental </li></ul><ul><li>new product sales </li></ul><ul><li>Referral rate </li></ul><ul><li>RFM </li></ul><ul><li>(Recency, Frequency, Monetary Value) </li></ul>despina voudouri 2001 Prospect Acquisition Activation Recapture Retention Cross-sell Up-sell Advocate
  14. 14. A Typical Database Marketing Campaign Plan <ul><li>Understand customer base </li></ul><ul><li>Identify new target group(s) </li></ul><ul><li>Marketing Planning Test and Control </li></ul><ul><li>Response Analysis </li></ul><ul><li>Refine/Rollout/Repeat </li></ul>Market research Focus groups OLAP Analysis Data mining Profiling Typical Activities Data gathering/enhancement Modeling Budgeting and forecasts Campaign development Fulfillment partners Data acquisition Data cleansing Segment allocation Program rollout Profiling Time series analysis Promotion density despina voudouri 2001
  15. 15. Supporting the Closed Loop Marketing Process Understand Market and Customer Design Campaign Measure and Track Results Execute Campaign At All Touchpoints despina voudouri 2001
  16. 16. Multistage, Event-Triggered, and Recurring Campaigns despina voudouri 2001 Define Audience/ Create Campaign $ Purchase Thank you email Trigger ongoing customer eNewsletter Real time marketing and offer optimization Prospect clicks on offer but does not purchase Trigger Stage 2 Campaign Analysis Personalized HTML eMail Personalized Web Offer
  17. 17. Development Themes <ul><li>Collaborative Marketing </li></ul><ul><li>Enterprise Contact Management </li></ul>despina voudouri 2001
  18. 18. Collaborative Marketing <ul><ul><li>Maintain the important balance between the need for consistent customer management/messaging and effective brand building with local know how. Avoid intra-company competition for the same core asset, the customer </li></ul></ul><ul><li>Distributed Marketing </li></ul><ul><ul><li>Corporate developed programs, launched locally (Push) </li></ul></ul><ul><ul><ul><li>Maximizes consistence, brand value </li></ul></ul></ul><ul><ul><li>Locally executed programs, controlled at Corporate Level (Pull) </li></ul></ul><ul><ul><ul><li>Corporate contact management guideline </li></ul></ul></ul><ul><ul><ul><li>Consistent suppression rules </li></ul></ul></ul><ul><ul><ul><li>List ownership </li></ul></ul></ul><ul><li>Collaborative Creative Management </li></ul><ul><ul><ul><li>Agency, marketing, print shop </li></ul></ul></ul><ul><ul><ul><li>Collateral material </li></ul></ul></ul><ul><ul><ul><li>Bag tags </li></ul></ul></ul>despina voudouri 2001
  19. 19. Enterprise Contact Management <ul><li>A new paradigm designed to establish and manage customer communication in a multi-channel context so that business units (or departments) are communicating with their customers at the optimal time to avoid customer fatigue, customer attrition, conflicting messages and intra-company competition for the same core asset, the customer. </li></ul><ul><li>Enterprise Contact Management </li></ul><ul><ul><li>Global rules determining optimal contacts by channel, direction, frequency, profitability, organization and customer segment </li></ul></ul><ul><ul><li>Integrated List Ownership managing customer contact conflict </li></ul></ul><ul><ul><li>Ability to reserve customer for contact across list ownership, segment, etc … </li></ul></ul><ul><ul><li>Embedded consumer privacy/preferences </li></ul></ul>despina voudouri 2001
  20. 20. “ Customer service will become the primary value-added function in every business” Bill Gates - Business @ the speed of thought . despina voudouri 2001

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