Chicken Soup for the CRM Soul - DC


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Chicken Soup for the CRM Soul

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Chicken Soup for the CRM Soul - DC

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  2. 2. 2 For Internal Use 2 OnlyAgenda • • • • • • •
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  4. 4. Relationship Matters I believe "Successful CRM" is 4 about competing in the relationship dimension. Not as an alternative to having a competitive product or reasonable price- but as a differentiator. If your competitors are doing the same thing as you are (they generally are), product and price wont give you a long-term, sustainable competitive advantage. But if you can get an edge based on how Customers Feel about your company, its a much stickier-- sustainable--relationship over the long haul.
  5. 5. CRM Evolution 5 5 Customer Centric CRM CRM Analytics Industry-specific CRM Multichannel Sales eBusiness Marketing SFA Service SFA1990 1994 1997 2000 2005 2008 2011- 2012
  6. 6. 360 Degree Customer Centric CRM Up-selling and cross-selling Targeting and profiling 66 Service management Prospecting DemandCustomer care and support Creation Lead generation Service Mgmt Lead GenerationCustomer Management Response management 360 DegreeProduct Maintenance Contracts Customer Lead qualification and Lead scoring View Mgmt Product Fulfillment Lead assignment and Order distribution Mgmt Opportunity Mgmt Order management Quoting Opportunity management Pricing and discounting Pipeline and forecast management Quoting Industry Vertical CRM Solution Platform 6
  7. 7. CRM State of Affairs 7 7
  8. 8. CIO’s Perception 8 Relative Value of CRM Technologies - Forrester Research
  9. 9. CRM ColiseumEnterprise CRM Market SMB CRM Market 9
  10. 10. New ‘Extended’ CRM Ecosystem• Optimization• Process Engineering / Mgmt 10 Technical & functional upgrades Reimplementation /Product Real-time Migration Decisioning Master Data Continuous Business Management Improvements & BPM Performance Management Technical upgradesImplementations Agent workplace Operational Social CRM reporting Mobility CRM Archiving User Interface E-services / Self service Simplication, Office integration Customer & partner portal Optimization Scenarios Transformation Scenarios (low hanging fruit) (solving new business challenges)
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  12. 12. Evolution of Customer Experience Design 12
  13. 13. What is Customer Experience ? • Customer experience is taking the customer views of the interactions to understand the emotional bond 13 between the brand and customers. It requires a common understanding of the customer journey, then align the company actions to build emotional bonds. • It is the collective set of experiences…. on the web, in store etc. It is about understanding their unmet needs, wants, capabilities and desires in a deeply contextual level. And that leads to thoughtful and purposeful use of technologies, communities and imageries . • The answer is pretty simple. Customers remember and value great experiences that demonstrate deep understanding and respect for their needs. When companies learn how to deliver and evolve differentiated experiences, they tend to build strong, enduring customer relationships and profitable businesses.
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  15. 15. What is Cloud Computing ? 15
  16. 16. On Premise Vs SaaS CRMThe benefit of implementing an accelerated CRM solution is the threefold: reducedimplementation risk, quicker breakeven and increased value to the customer. 16 OnPremise CRM SaaS CRM Breakeven Breakeven Breakeven @ 27 months 27 months 6 months >80% <50% Successful Successful Implementations ImplementationsNet Value Risk Net Value Value to Risk Customer Time Time Go Live Date Go Live Date ~ 12 Months ~ 3 Months 16
  17. 17. Total Cost of Ownership ( TCO ) One critical aspect in making a CRM selection is determining the underlying cost of on- premise CRM versus SaaS CRM solutions: 17Cost for On SaaS CRM Software Licenses Application Implementation & Deployment Cost 9% 21% HIDDEN COSTS Implementation Costs TechnologyAdditional Costs for On premise Siebel Hardware • Middleware 21% • Hardware (Servers, Storage Devices) Salesforce Siebel Infrastructure Siebel • System Maintenance Onyx 26% Personnel 14% • Application Maintenance Maintenance CRM 7% • System Upgrades Aprimo Siebel Training • Application Upgrades Aprimo 1% People • Internal Administrators • Internal SME’s • Internal Support • External Support, SI Cost
  18. 18. SaaS CRM (R)evolution 18
  19. 19. SaaS CRM Service Potential Implementation Upgrades 19Enabling Social CRM Migration to SAAS Network CRM Enterprise Hybrid Application Implementation Integration Training Sustenance Services Consulting
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  21. 21. Integrated Enterprise Solution - Automotives 21
  22. 22. Oracle Oracle’s Automotive Footprint ISV Partners Customer Channels Marketing Quote Management Sales Service Management Dealer Collaboration 22 Order Capture / Config Warranty Management Lead Management Contact Center Dealer Mgmt System Analytics Business Operations CRM Services Parts Fulfillment Prod Schedule / SNO Release Management Supply Chain & Distribution PLM Human Resources Asset Management Transportation Management Direct Procurement Financials Manufacturing MES APQP/PPAP Supply Chain EDI Lease / Fleet Management & Captive Finance Corporate Administration CPM Financials Human Resources Facilities Management Indirect Procurement Projects Compensation Helpdesk Infrastructure Mobility Hubs / Master Data Mgmt Integration Framework / SOA Development Tools Identity & Security Services Networking Database Operating System Virtual Machine Server Storage Systems & Data Center Mgmt© 2010 Oracle Corporation – Proprietary and Confidential
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  24. 24. The New Social/Digital Consumer Uses new 24 online channels and new communication tools Trusts in Seeks support advices made to connect by online with like-Being connected, minded peers acquaintances and strangers customers realized that they could ask The new more from Reads and Social creates product companies and reviews, Customer Tends to buy more online product than offline share opinions rankings and blog posts about products and services Wants to provide Expects better feedback about customer the product experience and customer service
  25. 25. CRM Vs Social CRM CRM Social CRM 25 Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Competitor Supplier / Partner Competitor Supplier / PartnerCustomer Customer Customer Customer Your company Your company Customer Customer Customer Customer Customer Customer • Focus on collaborative relationship (engaging a more complex relationship• Focus on individual relationship (company to customer, network) company to partner, etc.)• Limited view of the customer and his community • Multiple connections allow better understanding of the customer and his preferences, habits, etc. community• Targeted messages generate value • Customer experience generates value
  26. 26. Evolution of New Customer Touch Points CRM Social CRM • Microblogs 26 • Blogs • Price comparison website • RSS • Podcast • Phone • Phone • Wikis • Fax • Fax • Social Networks • Email • Email + • Service • Service • Widgets • Letters • Letters • Video sharing • Personal contact • Personal contact • Company’s website • Photo sharing • Company’s website • SMS • SMS • Instant Messenger • Forums • Auction website • Instant Messenger • Chat • Chat • Slides sharing • Media • Media • Reviews and ratings in retail sites • Wish lists • Social Bookmarking•Single view of the customer based on the interactions •Single view of the customer is far more complex to achieve. history, customer profile data residing in the company’s Besides internal information, the company must rely on base and data integration with internal systems external information such as customer profiles in social•Company owns the data but it is limited to previous networks and his behavior when participating in a community. interactions •Customer and other web 2.0 sites own part of the precious data
  27. 27. Bottom Line• Social CRM does not replace traditional CRM. It extends current 27 CRM 1.0 capabilities to engage conversations with customers and the market,• Social CRM humanize the company so the customer can see it as a trusted peer (customers trust people like themselves),• Social CRM puts the customer in the core of the company’s strategy. It affects thoroughly operations, its value chain and organizational structure and culture,• Social CRM introduces new value drivers into the company’s strategy thanks to customers engaged with the brand,• Social CRM needs a new organizational mindset supported by web 2.0 empowered employees. By connecting employees to themselves and to customers, the Social CRM should enable closed-loop employee recognition based on individual results.
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  29. 29. CMR inside CRM CustomersCollaborative 29 CRM Channels @ Internal/external Telephone Letter E-Mail/Fax WWW Partner-Portal *Customers Networks IVR Back/Front Mail/Fax- Portal Conversational Social Portal Call Center Scanning Server Web-Tracking* CRM CRM Campaign Complaint Impulse-Operational Contact Management Management Management Management Churn CRM prevention CRM Response Lead Partner Social Network RTD Customer Data Management Management Management Management Database Warehouse Answers Dashboards Reporting DeliversAnalytical Analytics CRM CRM Answers Dashboards Delivers Analytics Warehouse *CMR elements
  30. 30. Bottom Line 30 i CRM is NetworkingCRM is not Hunting“If you win the hearts of the customers, you will easily reach their heads!”
  31. 31. 31OPEN FORUM : Q&A Some more Q’s Post your Queries to : Twitter : din2win