The document discusses how CRM software can help companies better understand their customers to improve customer retention. It explains that CRM provides a single view of the customer across all channels and interactions. Implementing a full CRM strategy requires defining business processes, skills, and a technology platform to integrate customer data and enable multi-channel engagement. The benefits of CRM include protecting valuable customers, tailoring service levels, enabling a sales-focused culture, and reducing costs through streamlined processes.

1. Using technology to get closer to your customer CRM Software and Customer Retention Presented by: Anne Laird Title: CRM Programme Manager, Elsevier Date: 1 st May 2003

2. What is CRM software Sales Force Automation Customer Service Marketing & Analytics Integration to back office applications: customer activation, billing, G/L Customer Relationship Management

3. Scope of CRM today Integrated sales, marketing and service across all channels and all products Customer Database “ single view of customer” Lead Tracking & Sales Management Contact Management Campaign Management Marketing Encyclopaedia Customer Service Management Integration with Product Engines (Transactions) Telemarketing Workflow & Fulfilment

4. Economics of customer retention “ Winning back a lost customer can cost up to 50-100 times as much as keeping a current one satisfied.” Rob Yanker, Partner, McKinsey & Company Understanding your customer is key to retention…..

5. Challenges impacting understanding your customer Determine Best Resource Know the Customer’s Value Learn from Customers Identify the Customer Access Complete Customer Profile & History

6. Common customer service complaints “ I hate being transferred from one person to another.” “ It is frustrating to sit on hold for minutes on end.” “ Why can’t everybody know my issue? This is the 10 th time I have call about the same problem. Don’t they value my business?” “ I might not get a timely answer if I email. I’d rather call.” “ How come when I go to the web site I get a different answer than when I call into your call centre?” “ I entered my account number and the agent still asks me for it.” “ I just want to talk to a live person rather than enter 1, 2, or 3 on my touchtone phone.”

7. Avoid information silos There is often a lack of integration between channels. Sales and Customer Service Agents had little visibility into the Web channel, and Web sites sometimes had little correlation with what was available Web, Email, Wireless • 24x7 • Visual Call Centre • Convenient • Immediate Field Sales • Hands-on • Consultative Resellers • Local • Multivendor Source: Gartner Group Customers

8. Understanding your customer in the context of CRM Customer Information CUSTOMERS Products/Services Geographies Legacy / Back office Web & Email Call Centre Field Sales Partner/Agent … Drives Service Delivery Across All Business Units Visibility Across All Channels… Best Practices

9. Understanding your customer – Implementing CRM Business strategy & roadmap Customer segmentation Multi-channel strategy Business processes Skills & culture Technology

10. Implementing CRM Effective customer segmentation Customer profile Customer lifecycle Consolidated information

11. Implementing CRM Integrated multi channel strategy Match products to channel Customer needs & costs Customer experience

12. Implementing CRM Well defined business processes Eliminate ill-defined and inefficient Focus on customer facing processes End to end approach

13. Know your customer common business processes Identify Customer Identify Request Cross-sell / Up-sell Offer Capture Customer Details / Update Profile Obtain Customer Feedback Complete Task Initiate Request Phone Email Web Route to Best resource Agent skills Agent availability Customer attributes Screen pop Customer History Call Center Agent Customer Technology

14. Implementing CRM Organisational Skills & Culture Change management Performance measures Senior management support

15. Implementing CRM Technology Key: 1 to 1 – One-to-one marketing CRS – Call reporting system ISS – Interactive selling system MC/S – Mobile client/server system MES – Marketing encyclopaedia system OMS – Opportunity management system SAS – Sales analysis system SCM – Supply chain management SCS – Sales configuration system Generation 1 st 2 nd 3 rd 4 th 5 th 6 th 7 th Key application components Word processor Spreadsheet Email Change mgmt potential Low Return on Investment High Sales styles ROI Enables Team and technique focus Acct/territory manager Order entry CRS, SAS MC/S Contact manager Expense reports SCS, OMS, MES Telesales, ISS, Integrated sales desktop Enterprise OMS Intra-enterprise team selling All assisted channels integrated Inter-enterprise OMS Virtual sales channel Inter-enterprise team selling Technology enabled buying Web buying Integrated inter- and intra-enterprise Minimal Significant Daunting Extreme Individual Sales Team Enterprise/Value Network Product Selling Proposition Selling Solution Selling SCM 1 to 1 Source Gartner Group

16. A CRM solution has wide strategic benefits Protect cherry picking of customers by competition. Most companies have decided to focus their efforts on multi-product relationships with profitable customer segments. Many are developing relationship strategies to identify, attract, grow and retain profitable customer segments - and hence will be targeting your most profitable customers. Choose service levels by customer segment and channel. CRM will help enable different parts of the organisation to understand and communicate the “value” of each customer and hence the treatment strategy. Enable a sales led organisation & culture to be implemented. The CRM solutions include sophisticated sales tools and sales management information to assist sales people and managers in focusing on the key drivers to make their sales more effective. Radical cost reduction by streamlined processes. CRM is likely to reduce levels of central support, manual administration, error correction and time taken to serve a customer. Hence overall cost improvements should be achievable. Avoid costly “data clean-up” and re-work programmes. By improving the quality and consistency of information recorded and used there will be far less need to invest in these type of activities.

17. Implementing CRM Business strategy Customer segmentation Business processes Skills & culture Technology is just the enabler!

18. In summary You are better able to serve customers needs if you understand them well If you give them the products they want, when they want them and provide a good and consistent service they will continue to be your customers CRM gives the complete and rich view of the customer, enabling tactical and strategic actions to be taken by sales, product development and marketing to meet customer needs CRM also enables consistent customer communication regardless of channel, location, time