The document discusses CRM evolution, components, applications, and programs. It provides an overview of how CRM has evolved over time from sales force automation to integrated customer-centric solutions. The key components of CRM include marketing, sales, customer service, and analytics. Basic CRM application features are listed for sales force automation, marketing automation, partner management, service management, and the customer hub. The document also discusses the CRM ecosystem, including operational, collaborative and analytical CRM, and how CRM aims to provide a single, authenticated view of the customer across touchpoints.

1. Dinesh Chandrasekar

2. Agenda
• CRM Evolution
• CRM Components
• CRM Applications
• Successful CRM Programs
• Case Study
• Open Forum
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3. CRM Evolution
CRM is all about…
• Finding your customers
• Collecting information about them along the way
• Using that info to enhance their experience and
foster long-term relationships
Customer
Adaptive Solutions
Analytics
Industry-specific
CRM
Multichannel
eBusiness
Sales
Marketing
SFA Service
1990 1994 1997 1999 2000 2003 2006 - 2010

4. CRM - Components
Key Areas of Functionality
 A single location for holding
Marketing
customer information
Automation
 Structure activities around the
customer
 Provide a better framework for
Management Customer Sales Force
Reporting s Automation sales processes
 Provide a better framework for
customer service processes
Customer
Service
 A mechanism for better
management of marketing
activities

5. CRM Application : Basic Features
 Sales Force Automation:
 Leads, Contacts, Accounts, & Opportunity Mgmt.;
 Territories Tracking and Quota Management;
 Activity Management:
 Appointments, Tasks, and Activity Tracking;
 Synchronization to E-mail, PIM, and Mobile Device
 Pipeline Management:
 Company Defined Sales Process/Methodology;
 Pipeline Forecasting by Product or Revenue;
 Lead/Opportunity Qualification and Sales Coaching.

6. CRM Application : Basic Features
 Marketing Automation:
 Campaign Tracking, Cost, and ROI;
 E-mail ,Web, SMS, FAX Etc ..campaign offers
 Partner Management:
 Deal Registration; Opportunity, Lead, & Account Mgmt.
 Marketing Fund Request and Tracking
 Service Management:
 Service Requests
 Product, Service, Warranty & Contract
 Solution Knowledgebase
 Customer Hub
 Analytics, Dashboards & Social Networking

7. Customer Expectations : Then & Now

8. Know your Customer

9. Customer Centric CRM
Servicing customers
Marketing based on customer
consistently, knowing their
situation, having a dialog, preferences for channel,
knowing what they own. frequency, products & services
Service Marketing
Selling with a knowledge
Designing and of what the customer
developing products owns, where they are
that valuable Customers
Products having problems, how
customers want Sales they buy and who makes
decisions
Making sure that valuable
Orders
customers are getting priority
Centering Your Business Around the Customer

10. CRM Ecosystem…
 CRM Application
 Any application designed to help an organization optimize
interactions with customers, suppliers, or prospects via one or
more touch points – such as a call center, salesperson, distributor,
store, branch office, Web, or email – for the purpose of acquiring,
retaining, or cross-selling products/services to customers
 Target for any CRM Application
 Building a Single and Authenticated view of customer
 Building robust and scalable CRM Infrastructure
 Building Organizational Transformation through CRM

11. CRM Ecosystem
 Three Types of CRM Analytical CRM Operational &
DATA Collaborative CRM
 Operational CRM Analytical Tools
CAPTURE
Inbound Touchpoints
Ad Hoc Extract, Transform,
Query Web
Load Processes
 Collaborative CRM Call
Report
Center
 Analytical CRM OLAP
ANALYZE
Store
 Infrastructure
Data
ATM
Mining
BI
Apps Data Warehouse
Operational
Data Store
CRM
Analytical Applications
Outbound Touchpoints
Apps
 On Premise Campaign
Mgmt
INTERACT
Email
Churn Direct
 On Demand Analysis Mail
Propensity PLAN Telemar
Scoring - keting
Implement Plans
 Open Source Customer Mobile
Profitability Device
Analysis
EXECUTE

12. The 360 Degree Customer View
Up-selling and cross- Targeting and profiling
selling
Service management Prospecting
Demand
Customer care and Creation Lead generation
Service
support Mgmt
Lead
Generation
Customer Management Response management
Contracts
Product Maintenance Customer Lead qualification and
Lead scoring
Mgnt
Product Fulfillment Lead assignment and
Order distribution
Mgnt Opportunity
Mgnt
Order management Quoting Opportunity management
Pricing and discounting Pipeline and forecast management
Quoting
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13. Customer Relationship Management Model

14. CRM Applications ( Partial list)
Enterprise / Tier 1 CRM
Midsize / Tier 2 CRM
Open Source CRM

15. Gartner Magic Quadrant for CRM 2008

16. Siebel CRM: Market Leader

17. Industry Solutions
Communications Insurance
Public Sector Finance Life Sciences High Technology
and Media and Healthcare
Travel Complex
Transportation Consumer Goods Energy Retail Automotive
and Hospitality Manufacturing

18. Vertical Specialized CRM Modules
Communications One & Done Service, Subscription Management, etc.
Banking Branch Transformation, Banking Insight, etc.
Pharmaceuticals Clinical Trails Mgmt, Medical Communications, etc.
High Technology Complex Sales Management, Order Management, etc.
Insurance Claims Management, Fraud Analysis, etc.
Transportation Freight Claims Mgmt, Loyalty Management, etc.
Consumer Goods Brand Management, Customer Dialog Management…
Energy Intelligence Driven Marketing, Order Mgmt, etc.
Automotive Collaborative Promotions, Dealer Sales Management

19. Siebel 6 – Multi-Channel, Industry Specific CRM
(2000)

20. Siebel 7 – Delivered on Smart Web Architecture
(2001)

21. Siebel 8 with BI, Enhanced User Experience
and Integration options

22. Siebel CRM Growth Track Proactive CRM
6M
Customer Adaptive
CRM
5.0 M
• 13 years CRM experience CRM for Everyone,
• $2.5 B CRM Research & Development Enterprise BI
• Analyst acknowledged leadership
CRM
• 6M+ live CRM users On Demand
• 20+ industry solutions 3.0 M
• Application Net worth 50+ B Best
Analytics, Standards-
Based Integration
Practices
CRM
2.17 M
Multichannel
CRM
Industry-Specific
CRM
1.3 M
Integrated CRM
Integrated 1M
Sales and Customer
Service
Enterprise- Mobile SFA
Class 600,000
Siebel
SFA
Systems
Founded 200,000
20,000 60,000
500 4,000
1993 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

23. Oracle CRM E-Business Suite
Customer Intelligence
Analytical
Applications Interaction Center
Marketing Intelligence Intelligence Sales Intelligence Service Intelligence
Field Depot
Quoting
Contracts Sales iSupport Service Repair
Marketing Online for iStore TeleSales
Service Online KM
Business
Quality
Online
Contracts Partners Advanced
Applications Online Scheduler
for Sales Mobile
Contracts Incentive Tele Mobile
eMerchandising MES iPayment Field Spares
for Rights Comp Service Field
Sales Mgt
Service
Universal Work Queue Resources Territories Assignment Engine
CRM
Tasks Notes Calendar 1-on-1 Fulfillment
Foundation
MES/Knowledge Base Interaction History Attachments Esclation Management
Interaction Center
Interaction Telephony, Scripting, Mobile
Channels Web Wireless
Predictive Dialer, eMail Center (Laptop, PDA)
Call Center Connectors
E-Business Common Application Architecture & Schema
Foundation (TCA, Products, Pricing, Configurator, User Login, Security, etc)
E-Business
eBusiness Platform
Platform

24. CRM Analytics
Insuranc
Comms Complex Consume Financial High Life Public Travel &
Auto Energy e&
& Media Mfg. r Sector Services Tech Sciences Sector Trans
Health
Service &
Sales Contact Marketing Financial Supply Chain Workforce
Analytics Center Analytics Analytics Analytics Analytics
Analytics
Campaign
Scorecard Receivables /
Pipeline Churn Campaign Supplier Employee
Payables
Analysis Propensity Scorecard
Response Performance Productivity
Rates Analysis
Triangulated Customer Response Customer Inventory Compensation
Product
Forecasting Satisfaction Rates
Propensity Profitability Analysis Analysis
Sales Team Resolution Product Product Procurement Compliance
Loyalty and
Effectiveness Rates Propensity
Attrition Profitability Cycle Times Reporting
Up-sell / Service Rep Loyalty and Regulatory Inventory Workforce
Market Basket
Cross-sell Effectiveness Attrition
Analysis Compliance Availability Profile
Discounting Service Cost Market Basket
Campaign ROI Expense Employee Turnover
Analysis Analysis Analysis Management Expenses Trends
Lead Cash Flow Other Operational on
Return
Service Trends Campaign ROI BOM Analysis
& Analytic Sources
Conversion Analysis Human Capital
Other Operational
Siebel, Oracle, SAP, PeopleSoft & Analytic Sources

25. Combined Strengths of Oracle and Siebel
Marketing,
Core Human Banking
Banking Teller Sales,
Banking
Financials
Resources Analytics
Service
Agent/ Insurance
Claims Insurance
Insurance Channel Underwriting/ Financials/ Human
Mgmt. Analytics
Analytics
Mgmt. Policy Admin. Profitability Resources
Communication Marketing, Order &
Order &
Claims Network Comms
eBPP Sales, Service
Service Financials
s Management
Mgmt. Mgmt. Analytics
Service Fulfillment
Fulfillment
Multi-Channel Order Order &
Order &
Mfg & High Tech
High Tech Customer Mgmt. Service
Service
Planning
Procurement Financials Analytics
Mgmt. & Logistics Fulfillment
Fulfillment
Sales,
Sales, Order
Order
Retail Service Merchandise
Management
Service Management
Mgmt. &
Mgmt.
Store Supply Chain Corporate Retail
Ordering Management
Ordering & Logistics
& Logistics Operations Management Admin Analytics
HR & Public
Constituent Case SRM/ Financial
Public Sector Service Mgmt. Procurement Mgmt.
Payroll Sector
Mgmt. Analytics
Procurement Clinical Corporate Life
Physician Marketing
Life Sciences Portal & Sales & Planning Trials Admin Sciences
Mgmt. Analytics
Consumer Marketing, Clinical
Clinical
Trade Fulfillment & Procurement
Trials Corporate CG
Sales, Trials
Goods Mgmt. Logistics & Planning
Management Admin. Analytics
Service Management
Mgmt.

26. Customer Data Challenges
***Need for Customer Hub***
Customer Duplicate customer
Information is in data prevents single
Silos in different view of customer
Applications
High data Inability to access
management costs up-to-date
due to inaccurate customer profile in
data real-time
Companies need a solution to Create and Maintain unique,
Complete and Correct Customer Information

27. Oracle Siebel Universal Customer
Master (UCM) - “ The Customer Hub”
 Creates and maintains a unique,
complete and accurate customer
information across the enterprise
 Distributes customer information
to all operational applications
just in time
 UCM enables organizations to:
 Know their customers
 Improve data quality
 Utilize customer insight during all
customer interactions
 Comply with privacy and
regulatory requirements
 Reduce data management costs

28. Siebel UCM Approach
Europe Service NA SFA and
Center Call Center
Custom /
Legacy
Siebel UCM
Web Store ERP Systems
Partner Portal
Siebel Universal Customer Master (UCM)
Application provide a Siebel Platform that
Other functions as the Master File for an
organization’s Customer Information
Data
Warehouse

29. UCM Scenario :New Customer Creation
ASI (MQSI)
Business Process Controller
CRM Common Nodes
Legacy
Transformations Objects Transformations
System Nodes
Systems
Nodes
Adaptor Transport Layer Adaptor
33Z454
• CRM System creates record, sends to ASI
• ASI transforms record, sends to UCM UCM
Cleansing Tool Data Services Provider
• UCM cleanses record, no match found
Recognition
• UCM sends record to DSP Services
• DSP recognizes customer, returns ID
• UCM creates new record
• UCM returns new profile to ASI
• ASI stores the ID & fires routing rules
• ASI publishes record to subscribers
• Subscribers return new record IDs

30. CRM Application Selection Criteria
Source Gartner Research (2007)

31. Competition at a Glance
Campaign Opportunity Quote Configure Order Fulfillment Service
Oracle Siebel
Oracle
Sales Force
IBM
Oracle EBS CRM
Microsoft
PeopleSoft PeopleSoft
SAP
Selectica
Clarify

32. Oracle CRM Applications Future
EBS 12 EBS 12.1 EBS 12.x
Enterprise 9 Enterprise 9.1 Enterprise 9.x
EnterpriseOne 9.0 World A9.1 EnterpriseOne 9.1 World A9.x
Siebel 8 Siebel 8.1 Siebel 8.2
FUSION
Customers continue to get innovation in existing releases and choose
when they are ready to move to next generation technology.

33. Oracle CRM Fusion
Task Flows, Process Flows and Insight-Driven Dashboards via Analytics
Application Composition
Web Services
SOA Content
Sales Service Marketing C/OM
Customer, Product, Price Masters, Integration
Self Legacy
Service CRM ERP

34. Siebel Loyalty Management Partners
Host Company Members
Loyalty Manager Loyalty Member Portal Loyalty Partner Portal
• View complete member • Join program • Enroll members
profile
• Keep profile up to date • Send transactions to the
• Define tiers host organization
• Conduct web transactions
• Enroll members • Approve joint loyalty
• Enroll in loyalty promotions
promotions
• Reward behavior
• Redeem rewards
• Manage service requests
• Create targeted promotions
• Refer friends
• Approve transactions
• Define accrual and
• View statements
redemption rules • Manage products
• Create Service Requests
• Service a member’s request • Collaborate on servicing the
• Set contact preferences customer
Loyalty Engine
Rules Rewards Tiers Member Profiles Eligibility Promotions Transactions Point Expiration
Enterprise Analytics and Data Integration Platform

35. Siebel’s Complete Loyalty Management
Solution
Measure
Promotion’s
Results and
Process Effectiveness Manage
Members’ Flexible
Transactions Siebel Analytics Loyalty
and Rewards Program
Siebel Loyalty Siebel Loyalty
Respond to Loyalty Track
Customer
Questions
Marketing Comprehensive
Member
about Lifecycle
Profiles
Promotion
Siebel Call Center Siebel Loyalty
Create and Identify
Member Portal Members for
Execute Siebel Loyalty
Marketing Targeted
Campaign Promotion
Create Loyalty
Promotion Siebel Analytics
Siebel Marketing

36. Pampers
www.pampers.co.uk
 Communication and benefits
 Free newsletter with information relevant to baby's current stage of development.
 Web site.
 Free phone line.
 Direct mail.
 The e-mail offers and newsletters are designed for the family's youngest child.
 Mail-in certificate requests baby's due date/birth date, parent's name, address, e-
mail address and phone number.
 Virtual baby book which sends reminders of check ups, immunisations and
appointments. Virtual growth chart which allows you to plot baby’s height and
weight

37. British Airways – Executive Club
www.britishairways.com
 Communication and benefits
 Account balance available via phone or Web site
 Quarterly account statements
 Executive Club has 5 million members worldwide
 Collect BA Miles which can be used for reward flights or upgrades
 Three tier membership: blue, silver, gold
 Benefits include priority on waiting lists, seating preferences, meal preferences,
priority check in/boarding and lounge access for gold members

38. My Coke Rewards
www.mycokerewards.com
 Customers make a purchase and then they must go online or via mobile and enter codes to earn their
points
 This gives coke millions of consumer touchpoints
 One million codes are entered into the website everyday and consumers spend an average of 9
minutes on the website each time they visit
 1 litre bottle of Coke equals 3 points, 24 pack of 500ml bottles equals 10 points and so on
 The customer can redeem their points on free bottles of Coke and other drinks, Coke merchandise, t-
shirts etc

39. What Next
 CRM in more dynamic forms
 Social CRM or CRM 2.0
 Animation
 Interactive CRM
 Robots
………………………………………………………….

40. CRM Case Study

41. Open Forum