CRM
Concepts and Implementation
Outline
The need for CRM
Defining CRM and the CRM Process
Achieving the Objectives - Technology
Customer facing applications
Company facing applications
Basis of success
Channel Integration
Application Integration
Manufacturing Perspective - Back office integration
Total Solution - ERP + CRM
A practical Case Study - WishMart
Overview
CRM is not a product or service
A strategy used to learn more about customers'
needs and behaviors in order to develop stronger
relationships with them
It provides an integrated view of a companys
customers to everyone in the organization.
Need for CRM
Cost of Brand Switching reduced dramatically for the customer
Need to manage Partners better to strive through the competit
Technological advancements providing competitive edge
Global reach of the enterprise - Integration Requirements
Need for Speed - Access to the Back Office
Need for 24X7 presence
An overall business strategy that:
enables companies to effectively manage
relationships with their customers.
which dictate re-designing of functional activities
which drive re-engineering of work processes
which require CRM technology to implement
CRM is a "chain reaction"
Why is CRM Necessary?
Gather & access information about customers'
buying histories, preferences, complaints, and other
data so they can better anticipate what customers
will want.
The goal is to give greater customer loyalty
CRM helps businesses use technology and human
resources to gain insight into the behavior of
customers and the value of those customers.
Identifying the most profitable customers
What is CRM
Set of Business Processes for managing the relationships with
potential and current customers and business partners across
Marketing, Sales and Service regardless of the communication
channel.
The CRM Process
Goals
Profitability
Strategies
Plans
Establish long Invest in CRM
term customerTechnologies
relationships
Objectives
Achieve 60%
customer
retention
Tactics
Implement
Call Center
Solution
CRM at the forefront - Reasons
Global competition & products harder to
differentiate,
Product-centric view to a customer-centric view
Technology has ripened to the point where it's
possible to put customer information from all over the
enterprise into a single system
Achieving the CRM Objectives - Technology
Customer Facing Applications
Marketing Automation
Customer Service and Support
Sales Force Automation
Company Facing Applications
CRM Analytics
Rules Automation
Data Warehousing
Data Mining
Back Office Integration
Customer Facing Applications
Marketing Automation
Channel Personalization
Cross Sell
Campaign Management
Email Response
Customer Service and Support
Service Request Management
Service Request Routing
Orders Tracking
Response Automation
Customer Facing Applications
Sales Force Automation - SFA
Contact Management
Opportunity Management
Lead Tracking
Account Management
Company Facing Applications
CRM Analytics
Data Warehousing
Data Mining
Back Office Integration
Technologies work in Tandem to achieve CRM object
Customer
Behavior
collected
Customer
visits any
touch point
Business
Analysis
and data
mining
Campaign
Work Plan
Generation
Customer
Database
Personalization
and
relationship
building
Communicate
Campaign to
targeted
customers
Customer
Response
Response
Analyzed
Vendor Fragmentation
Blended Channel
Integration
Genesys
HP CCM
Aspect
Knowledge
Mgmt
Servicesoft
Kana-Silknet
E.piphany-Octane
Siebel
Online Contact
Kana-Silknet*
eGain
Brightware
Quintas-Mustang
CiscoWebline
RightNow
Call Center
Infrastructure
Clarify
Siebel
Quintus
Octane
Sales Force
Automation
Onyx
Sales Logix
Siebel
E.piphany-Octane
eCommerce
ATG
Interworld
Galleon
Broadvision
Blue Martini
Campaign Mgmt
E.piphany-RightPoint
Broadbase-Rubic
Siebel-Paragren
Telephony
Lucent
Aspect
Rockwell
Nortel
Catalog Mgmt
A2i
Calico
Selectra
Content Mgmt
Vignette
Interwoven
IVR
Periphonics
Voicetek
Aspect
Edify
Basis of CRM Success - Channel Integration
Touch Points
POS System
Hello
Mobile Device
Web Browser
Call Center
Customer
Company
Wireline
Customer Data
Product Catalog
Transaction Data
Basis of CRM Success - Application Integration
Interaction Layer
C
U
S
T
O
M
E
R
POS
Application
Mobile Access
F
A
C
I
N
G
C
O
M
P
A
N
Y
F
A
C
I
N
G
Business Rules
Engine
Web Server
Call Center
Application
Application Server
SFA Application
CRM Analytics Application
Legacy Systems
Data Warehousing
Data Mining
ERP / SCM Application
Application Integration Solution
Reliability
Multi-platform Support
Network Transparency
Business Logic separated from Communication
Application Level Integration
Easy Administration and Maintenance
Manufacturing Perspective - Back Office Integrati
Back Office Integration Requirements
Product Catalog availability on the Web Store & POS
Online Transactions to be updated to Financial Systems
Mobile access required for Inventory Levels
Predictive analytics should update the Material Forecasting
Orders Information should update Order Entry
The Total Solution - CRM + ERP
CRM Space
POS
Application
Business Rules
Engine
Web Store
Mobile Access
CRM Analytics Application
Call Center
Application
SFA
Application
Data Warehousing
Data Mining
ERP Space
Financials
Manufacturing
Legacy Systems
HR
A Case Study - Wishmart
Product Range - Books, Music CDs, CD Players, Hi-Fi Sys
Sales Medium - Offline Retail Stores
Online Presence - Web Site featuring the Product Catalo
Back Office Infrastructure ERP application to handle Mfg. and Finance operati
A Case Study - Wishmart
Problem Definition
Needs to retain existing customers and acquire new custo
Flexible options required by the customers
24 X 7 customer support required
Need for Speed
A Case Study - Wishmart
Possible Solutions
Customer Acquisition and Retention
Loyalty Program
Uniform experience across multiple
channels
Web Site Personalization
Business Rules engine
Customer Data Analysis
Flexible Options Requirement
B2C Web Site
Channel Integration - Offline Stores with Web Store
PDA Access
A Case Study - Wishmart
Possible Solutions
24 X 7 Customer
Support
Call Center
Online Chat with
CSA
Web Collaboration
Need for Speed
Mobile Access - Inventory Status to Sales Rep.
Back Office Integration - Product/Inventory/Orders
Update
Wishmart - Integrated Solution Process Flow
Sales Rep.
CSA
Customer
Hello
Touch
Points
POS Interface
Mobile Device
Web Browser
Wireline
CRM Interface
Personalized Content
Delivery
Catalog Management
Profile Management
New Account Creation
Offline Orders
Order Delivery Update
Physical Retail Store
Mobile Order
Tracking/Update
Content Management
Centralized Contact
Management
Web Orders
SR Management
Product Catalog
Web Store
Email Confirmation
Order Tracking
CRM Application
Application Integration Solution
Wishmart - Integrated Solution Architecture
Web Store
Transactions
Inventory
Product Catalog
Application Integration Solution
ERP
Order Entry Receivables
Financials
Inventory
Products
Manufacturing
Wishmart - Integrated Solution Architecture
Mobile Access
Shipping Address
Inventory
Product Catalog
Application Integration Solution
ERP
Order Entry Receivables
Financials
Inventory
Products
Manufacturing
Wishmart - Integrated Solution Architecture
POS
Offline Transactions
Inventory
Product Catalog
Application Integration Solution
ERP
Order Entry Receivables
Financials
Inventory
Products
Manufacturing
Wishmart - Integrated Solution Architecture
Call Center
Product Catalog
CRM Analytics
Predictive Metrics
Application Integration Solution
ERP
Products
Forecasting
Manufacturing
MRP
DISCUSSION
AND
CONCLUSION
