The document discusses the evolution of Customer Relationship Management (CRM) from database-led applications to a comprehensive corporate asset, highlighting the significant growth in the CRM market. It emphasizes the importance of user adoption and the integration of social networking into CRM strategies to enhance customer interactions. The potential of data mining and predictive analysis is also noted as a way to derive actionable insights from large sets of data.

1. CRM Renovation…moving from database-led applications in the hands of a few, to an all-encompassing corporate asset Bojan CiricStrategic Consultant216

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

3. Vendors gameCRM 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 DataMarketing: Ads, spreadsheets, targets, accounts, forecasts, webinars, seminars, conferences, booth notes, feedback, customer contact notesOperations: Manufacturing runs, defective products, reservations, claims processing, precious goods store, delivery notes, scheduling notesSales: Sales leads, sales calls, sales meetings, sales forecasts, spreadsheets, performance evaluations, customer meetingsShipping: Delivery directions, fragile specifications, cooling temperature specifications, time of delivery specifications, speed of delivery specifications, trackingAccounting: Spreadsheets, notes, Word documents, audit trails, account descriptionsCall center: Conversations, notes, repliesEngineering: Bill of material, engineering changes, production archives, design specsFinance: notes, annual reportsHuman Resources: Emails, letters, hiring offers, termination documentation, evaluations, job, specifications, employee manuals, holidays, policiesLegal: Agreements, amendments, proposals, contracts, meeting notes, telephone transcripts, patents, trademarks, nondisclosure

7. Predictive AnalysisRole of the SoftwareData miningPREDICTIVEProactiveOLAPAd HocreportsInteractiveRespond, but no react!Predefined reportsPassiveBusiness InsightPresentationExplorationDiscovery

8. Data Mining Business ScenariosData 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 DWTrend dataOperational CRMSales DepartmentCampaign management dataERPCustomer DataCustomer DataFinance DepartmentOrganizationEnvironmentNew IdeasMarketing DepartmentWhat is wrong with this architecture?

11. Processes, people, data…moving from database-led applications in the hands of a few, to an all-encompassing corporate asset DWEnterprise CRM FoundationProcesses

12. Organization (ALL people)

13. Data IntegrationTrend dataOperational CRMSales DepartmentCampaign management dataERPCustomer DataCustomer DataFinance DepartmentOrganizationEnvironmentNew IdeasMarketing 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 PresenceUsed 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 CRMEnhance and extend CRM through social networkingPlay to the strengths of both CRM and social networksA Gartner Research report calls social networking a “disruptive influence” on the CRM market, challenging companies to innovate and adjustThe 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