The document discusses the importance of Encompass CRM for achieving operational excellence in customer relationship management. It highlights the need for businesses to adopt a customer-centric approach through advanced technologies and emphasizes the various functions of CRM such as customer insight, preference creation, trial stimulation, and exceeding customer expectations. Furthermore, it outlines the integral role of CRM across different departments to enhance brand awareness, retention, and build strong customer relationships in both B2B and B2C contexts.

1. CUSTOMERENCOMPASS CRMIT’S ALL ABOUT OPERATIONAL EXCELLENCEBY TACO NIEUWENHUIJSENTN-Management 20031

2. FIVE REASONS FOR ENCOMPASS CRMTraditional business process has its limitations:Integral approach of customer (process)

3. Genuine customer differentiation

4. Time-to-market & flexibility

5. Measurement & control

6. Economies of scaleAdvanced interactive technologies enable a customer centric approach throughout the business processIn the digital era customers require instant adequate service: any time and anywhereA limited customer brain ladder forces brands to maintain a buzz around the brandInteractive community-like environments enable tailor-made brand propositionsTN-Management 20032

7. ILLUSTRATIVE SIMPLIFIEDRESEARCH/ANALYSISBRAND AWARENESSOPERATIONAL EXCELLENCEB2BB2CRETENTIONBRAND IMAGEEXIT BARRIERPROMOTIONDELIVERYENCOMPASS CUSTOMER RELATIONSHIP MANAGEMENTTN-Management 20033

8. ILLUSTRATIVE SIMPLIFIEDRESEARCH/ANALYSISBRAND AWARENESSOPERATIONAL EXCELLENCERETENTIONBRAND IMAGEEXIT BARRIERPROMOTIONDELIVERYB2BB2CENCOMPASS CRM = EXCELLENT CUSTOMER INSIGHTFUNCTION IN PROCESSCustomer (B2B & B2C): segmentation / behavior / valuation / satisfaction / retention

9. Product / service usage history & appreciation / etc.

10. Testing & real time evaluation: concepts / products / content / services / campaigns / etc.

11. Market research: demographics / firmographics/ behavior / lifestyle / DMU’s / etc.

12. Brand research: awareness / image / preference / etc.

13. Database analysis / extrapolationCRM INSTRUMENTSOn-line relational research modules

14. Analysis / Data mining tools

15. Business Intelligence tools, incl.:

16. OLAP (on-line analytical processing);

17. CART(classification & regression trees)

18. CHAID (chi-squared automated induction)TN-Management 20034

19. ILLUSTRATIVE SIMPLIFIEDBRAND AWARENESSRESEARCH/ANALYSISOPERATIONAL EXCELLENCERETENTIONBRAND IMAGEEXIT BARRIERPROMOTIONDELIVERYB2BB2CENCOMPASS CRM = THE RIGHT ATTENTIONFUNCTION IN PROCESSCorporate brand awareness: values & positioning

20. Segment based brand awareness: specific needs, wished and values

21. Awareness building of:

22. Product / service introductions

23. Existing low awareness servicesCRM INSTRUMENTSEvent driven Campaign Man. tools:

24. Micro-segmentation

25. Real-time testing & response

26. Predictive intelligence

27. Interactive DM tools:

28. Search-engine Marketing

29. E-mail shots

30. GPRS based MMS/SMS-services

31. Satellite sponsored games & tests (Trojan Horse Reverse)

32. Off-line DM and response advertisements

33. Attention creation and referral:

34. Customer service center

35. Sales & account managementTN-Management 20035

36. ILLUSTRATIVE SIMPLIFIEDBRAND AWARENESSRESEARCH/ANALYSISOPERATIONAL EXCELLENCEBRAND IMAGERETENTIONEXIT BARRIERPROMOTIONDELIVERYB2BB2CENCOMPASS CRM = TARGETED PREFERENCE CREATIONFUNCTION IN PROCESSFilling in sub-positioning: segment based image building

37. Customer usage based knowledge building of services and products

38. Event driven image building:

39. New products

40. New (value added) servicesCRM INSTRUMENTSEvent driven Campaign Man. tools:

41. Micro-segmentation

42. Real-time testing & response

43. Predictive intelligence

44. Interactive module based web-environment

45. Interactive satellite demo’s:

46. Interactive advertisements

47. Satellite content modules (Trojan Horse Reverse)

48. Sweepstakes & contests

49. Referral by:

50. Customer service center

51. Sales & account managementTN-Management 20036

52. ILLUSTRATIVE SIMPLIFIEDBRAND AWARENESSRESEARCH/ANALYSISOPERATIONAL EXCELLENCEB2BB2CRETENTIONBRAND IMAGEEXIT BARRIERPROMOTIONDELIVERYENCOMPASS CRM = TRIAL STIMULATION FUNCTION IN PROCESSCreation of trial

53. Rewarding customer for loyalty

54. Up selling: encourage customer to buy or use value added services

55. Cross selling: Stimulate customer to use other products or value added services

56. Temporary sales stimulationCRM INSTRUMENTSE-coupon tool (on-line off-line) for discounts or premiums

57. Unique code tool attached to package or service to stimulate sales

58. Loyalty program: earn / burn promotion tool to create action

59. Affiliates to increase attractiveness of own proposition

60. Contests and sweepstakes on communities sites

61. Referral & support by:

62. Customer service center

63. Sales & account management departmentTN-Management 20037

64. ILLUSTRATIVE SIMPLIFIEDBRAND AWARENESSRESEARCH/ANALYSISOPERATIONAL EXCELLENCEB2BB2CRETENTIONBRAND IMAGEEXIT BARRIERPROMOTIONDELIVERYENCOMPASS CRM = EXCEED EXPECTATIONSFUNCTION IN PROCESSActual sales and payment

65. Delivery of products and services

66. Service delivery process at circle of contact

67. Registration of customer mutationCRM INSTRUMENTSOn-line self services

68. Real-time support 24/7

69. Service support Apps

70. Coalitions with:

71. Affiliate partners

72. Logistics partners

73. Retail partners

74. Community management partners

75. Loyalty program partners

76. On-line registration and payment tools

77. Security & identification tools

78. Support by:

79. Customer service center

80. Sales & account management departmentTN-Management 20038

81. ILLUSTRATIVE SIMPLIFIEDBRAND AWARENESSRESEARCH/ANALYSISOPERATIONAL EXCELLENCERETENTIONBRAND IMAGEEXIT BARRIERPROMOTIONDELIVERYB2BB2CENCOMPASS CRM = RAISING EXIT BARRIERSFUNCTION IN PROCESSSecurity of customer satisfaction & loyalty

82. Repeat business, customer life time value extension

83. Service recovery

84. Differentiated service delivery levels

85. Service cost optimization

86. Reduce switch intentionCRM INSTRUMENTSOn-line self service tools for both internet and mobile

87. Satellite (on-line) service centers

88. Coalition Loyalty program:

89. Attractiveness own proposition

90. Customer loyalty

91. Increase share of wallet

92. Partner loyalty

93. Additional revenues

94. Account managementTN-Management 20039

95. ILLUSTRATIVE SIMPLIFIEDRESEARCH/ANALYSISBRAND AWARENESSOPERATIONAL EXCELLENCEB2BB2CRETENTIONBRAND IMAGEEXIT BARRIERPROMOTIONDELIVERYENCOMPASS CRM = INTEGRAL PART OF ORGANIZATIONMarketing product dept.Positioning

96. Marketing programs

97. Product + added value services

98. Cross / up selling strategies

99. ICT specs

100. Content / affiliatesMarketing Research dept.Customer / market research

101. Database analysis

102. Customer satisfaction evaluation

103. Service/product delivery

104. Customer valuation

105. Concept testingMarketing comm. dept.Communication strategy

106. Above the line communication

107. Direct marketing

108. Interactive media / internet

109. Media planningCRM / Customer loyalty dept.CRM/Loyalty concepts

110. Retention programsCustomer services dept.Customer servicing

111. Problem solving

112. Customer retentionMarketing SP dept.Cross selling promo’s

113. Contests / Sweepstakes

114. Sales promotions

115. DM promotionsSales dept.:Account comm.Sales dept.Channel management

116. Sales

117. Client/Account servicesService Delivery Depts.TN-Management 200310