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Operational CRM
- 1. Customer Relationship Management Operational CRM Presentedby Rahul Upadhyay 1
- 2. Types of CRM •Enables organizations to better understand the data gathered on customers and their interactions with the business Analytical CRM • Streamlines the various processes for customer relationships and helps apply them to the central business process. Operational CRM • Bridges the gap between teams and departments to share information and create a seamless customer experience. Collaborative CRM
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- 5. Operational CRM Marketing Automation •Helps streamline marketing process • Includes various CRM marketing modules like Campaign Management, Event Based Marketing. o Campaign Management helps business to design campaign, decide communication channels o Event based marketing helps to reach out customers with more relevant products/services based upon their life events. • Automates response to customer queries, inform sales team about new opportunities.
- 6. Operational CRM Salesforce Automation-Keyfeatures • Lead Management & Assignment • Contact Management • Account Management • Tracking Customer Preferences • Performance Management • Quote-to-Order management • Sales Forecasting • Territory Management
- 7. Operational CRM Service Automation •Improves Efficiency • Cost Reduction • Increase Revenues • Improve Quality • Improves Reliability • Ensures Compliance • Collect Data • Builds relationships Benefits
- 8. The Customer ManagementAssessment Tool The Contact Cycle
- 9. Operational CRM The ContactChannels Notifications
- 10. Operational CRM Key Channels CallCentre Website Apps Direct Mail
- 11. Operational CRM Call CentreManagement
- 12. The Honest CallCentre Notifications
- 13. Types of CallCentre
- 14. The Call Centre Roles CallCentre Inbound Service Information Outbound Sales • Processes • IT Backbone
- 15. Call Centre The ITBackbone Functions Caller ID Caller Info Info Fulfillment Workflow Mgmt. MIS QC Training
- 16. The Call Centre CRMin action – Salesforce Service Cloud
- 17. The Call Centre ServiceQuality Parameters Availability/ Speed of Response Customer Understanding Conversation Tone & Tenor Resolution Customer Feedback
- 18. The Call Centre ServiceQuality Parameters- the Customer's Side • Net Promoter Score (NPS- used to gauge customer loyalty, satisfaction, and enthusiasm with a company • CSAT score, is a customer experience metric that measures happiness with a product, service, or customer support interaction
- 19. The Call Centre ManagingCustomer Satisfaction Manpower IT & Software Processes Call Centre C Sat Factors • Call Charges • Customer Recognition Systems • Time taken • Agent Competency & Skills • Screen/System flexibility
- 20. The Call Centre KeyBusiness Metrics 20 % abandoned calls Cost/ Call Resolution %age Availability Forecast Vs actual calls Scheduled Vs actual personnel Schedule discipline Avg Value / Call C Sat Avg handling time
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- 22. The Call Centre KeyHR elements Manpower Critical resources Service Orientation reqd. Listening skills Discipline for Processes Ongoing Training Performance Mgmt Service Quality Delivering Customer Satisfaction
- 23. The Call Centre MarginalUtility of Manpower No of Agents Answered Calls Calls handled / Agent Telecom Costs Manpower Costs Gross revenues Nett Revenue Marginal Revenue 25 750 30 150 250 5000 4600 4600 30 900 30 120 300 6000 5580 980 35 950 30 90 350 7000 6560 980 38 1000 26 60 380 7600 7160 600 After a Point in Time Manpower Addition will give – ve Marginal revenue
- 24. The Call Centre CapacityPlanning – Key Determinants Past History Marketing Activities Strategy Operating Environment Manpower & Infra Quality
- 25. The Call Centre ManpowerPlanning: Average Handling Time ( AHT ) The average amount of time taken by an agent to handle a customer’s issue.
- 26. The Call Centre ManpowerPlanning – Erlang C Formula • Used for Optimising the Manpower deployed • Doesn’t account for Call drops/ Shrinkage -can be an overestimation Key Variables • Average Conversation Time • Average Completion Time • # of Calls • Desired Service levels in Seconds
- 27. The Call Centre ManpowerPlanning – Erlang C Formula Automated
- 28. The Call Centre CallCapacity Planning – Projection Variables e.g. PY Growth CY Projections Total Calls 100000 15% 150000 Jan Call share 10% 15% 15000 Jan Daily Avg. Calls (31 days) 323 15% 371 • Further broken down to days of the Week and Half hourly Call volumes • Alignment with Marketing Calendar • Ensures adequate line capacity is available in the future
- 29. The Call Centre ModernCall Management Systems - Salesforce
- 30. The Call Centre AgentEvaluation Parameters Outcome of Conversations Process & Guidelines Adherence Cross Sell & Upsell Effort Structure and Content of Conversations Attitude & Accuracy
- 31. Cost Effectiveness Utility/Spam Permissions Opt out options Speed of Response Managing Quality in other Contact Channels Knowledge sharing / FAQs
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- 33. Information Exchange Transaction Customer Care Knowledge Repository CommunityBuilding Internet and CRM Roles Communications
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- 35. Internet enabled CRM Websitewith Integrated CRM Information Transaction Customer Care
- 36. Internet enabled CRM BuildingWebsite Traffic Organic SEO Social Blogs Affiliates /APIs Inorganic Directory listings SEM SMM Offline
- 37. Website Quality Determinants VisitorIntent & Quality Parameters Visitor Intent Information Transaction Hedonistic Entertainment/ Education Service Navigation Technical excellence Customization Security Readability Optimized for Visitor intent Quality Parameters
- 38. Website Quality Determinants- UI& UX • Page design • Visual Elements • Content Design • Site Design • Ease of use • Focus on how the experience makes the user feel
- 39. Website Quality Transaction Websites-Parameters Order Placement Payment Systems Order Processing Logistics Feedback • Cards • UPI • CoD etc. • Dispatch Update • Track N Trace • Delivery Confirmation • Complaints • Reviews • Dispatch Prep • Packaging
- 40. Website Quality Transaction Websites-User Retention Customise Interest- Suggestions etc. Differentiate Recognise
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- 42. Website Success Performance Parameters Users,New Vs Returning Sessions Page Views Traffic Sources Page Speed Transactions
- 43. Internet & CRM OnlineCommunities – Roles Built around Brand Two way Communication Engagement Customer care Launches & Promotions
- 44. Internet & CRM Internetof Things- e.g Salesforce
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- 47. Mktg. Brief Creative Brief Traffic Fulfillment Evaluation DirectMarketing Process
- 48. Direct Marketing Effectiveness Stagesof Reading Buy 1-4%
- 49. Direct Marketing Effectiveness Creatinga Newsletter- Best Practices
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- 51. Direct Marketing Brochures B2B &B2C Allows Detailing Online or Offline Lasting impact