A new trends in CRM or or how moving from database-led applications in the hands of a few, to an all-encompassing corporate asset

1. CRM Renovation…moving from database-led applications in the hands of a few, to an all-encompassing corporate asset Bojan Ciric Strategic Consultant 216

2. CRM Components Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects.

3. Vendors game CRM market grew by 12.5 percent in 2008, from revenue of $8.13 billion in 2007 to $9.15 billion in 2008.

4. APOLLO 13:”HOUSTON, WE HAVE A PROBLEM!” There is a lot of CRM projects clamed as “success” upon implementation. However, a revisit after a few months with the business sponsors of the projects shows the utter failure.

5. User Adoption

6. Dealing with Unstructured Data Marketing: Ads, spreadsheets, targets, accounts, forecasts, webinars, seminars, conferences, booth notes, feedback, customer contact notes Operations: Manufacturing runs, defective products, reservations, claims processing, precious goods store, delivery notes, scheduling notes Sales: Sales leads, sales calls, sales meetings, sales forecasts, spreadsheets, performance evaluations, customer meetings Shipping: Delivery directions, fragile specifications, cooling temperature specifications, time of delivery specifications, speed of delivery specifications, tracking Accounting: Spreadsheets, notes, Word documents, audit trails, account descriptions Call center: Conversations, notes, replies Engineering: Bill of material, engineering changes, production archives, design specs Finance: notes, annual reports Human Resources: Emails, letters, hiring offers, termination documentation, evaluations, job, specifications, employee manuals, holidays, policies Legal: Agreements, amendments, proposals, contracts, meeting notes, telephone transcripts, patents, trademarks, nondisclosure

7. Predictive Analysis Role of the Software Data mining PREDICTIVE Proactive OLAP Ad Hoc reports Interactive Respond, but no react! Predefined reports Passive Business Insight Presentation Exploration Discovery

8. Data Mining Business Scenarios Data mining is the process of discovering actionable information from large sets of data. Data mining uses mathematical analysis to derive patterns and trends that exist in data. Typically, these patterns cannot be discovered by traditional data exploration because the relationships are too complex or because there is too much data.

9. Examples – Decision tree prediction and Clustering

10. Processes, people, data …moving from database-led applications in the hands of a few, to an all-encompassing corporate asset DW Trend data Operational CRM Sales Department Campaign management data ERP Customer Data Customer Data Finance Department Organization Environment New Ideas Marketing Department What is wrong with this architecture?

12. Organization (ALL people)

13. Data IntegrationTrend data Operational CRM Sales Department Campaign management data ERP Customer Data Customer Data Finance Department Organization Environment New Ideas Marketing Department

14. The new era has begun… While on vacation more than 2,000 miles away from home, Mrs. Jones walks into a branch of a bank that is affiliated with her community bank that she uses at home. The teller greets her by name, receiving this information from the facial recognition system located at the door. The system identifies Mrs. Jones and automatically displays information about her accounts, recent financial transactions and purchases while on vacation, as well as personal information such as the names of the other members of her household and her love for snorkeling and fine wines. The teller assists Mrs. Jones in acquiring some travelers' checks (which she receives free of charge because she is a gold customer at her home bank). The teller then offers Mrs. Jones information on the local snorkeling hot spots and learns that Mrs. Jones is considering purchasing new gear on this trip. The teller then offers to extend Mrs. Jones' credit so that she may utilize her bank credit card for her vacation and equipment expenses. The fact is that everything in the above scenario is within reach today. All of the technology currently exists, and some small and mid-sized institutions are already beginning to implement parts of it.

15. The Conversation Prism

16. Social Networking and CRM

17. What is Social Networking? A virtual community of people connected through real life relationships, employment, profession, interests, or other personal attributes.

18. Corporate Presence Used effectively, social networking sites can enable marketing professionals, salespeople, and customer service agents to develop meaningful relationships with customers in new ways. Unlike other communication mediums, social networking sites not only provide the ability for users to communicate with each other but also enable users to find like-minded individuals. Once they discover each other, members can form ad hoc communities based on their mutual interests. Multiplied many times over, these individuals become the new power behind the old saying, “power of the masses.”

19. What does social networking have to do with CRM? Treat social networking as a new channel within CRM Enhance and extend CRM through social networking Play to the strengths of both CRM and social networks A Gartner Research report calls social networking a “disruptive influence” on the CRM market, challenging companies to innovate and adjust The combination of social networking and CRM provides an enormous opportunity to enrich customer interactions and give businesses a way to manage and measure how they use social networking while successfully engaging social customers

20. Social CRM Use Cases

21. Conclusion CRM (Operational, Analytical, Collaborative) is fundamental need of an organization CRM approach must move from database-led applications in the hands of a few, to an all-encompassing corporate asset Trend: Include Social Networking in your CRM

22. Thank you for your time! © 2010 Asseco SEE. All rights reserved. The information herein is for informational purposes only and represents the opinions and views of Asseco SEE and/or Bojan Ciric. The material presented is not certain and may vary based on several factors. Portions © 2009 Asseco SEE & entire material © 2009 Microsoft Corp. Some slides contain quotations from copyrighted materials by other authors, as individually attributed or as already covered by Microsoft Copyright ownerships. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view Asseco SEE as of the date of this presentation. Because Asseco SEE & Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft and Asseco SEE cannot guarantee the accuracy of any information provided after the date of this presentation. Asseco SEE makes no warranties, express, implied or statutory, as to the information in this presentation. E&OE. 216