CRM
Ahmed Khadr
February 14, 2002
OISM 470 W
Agenda
• The CRM hype!
• What is CRM?
• A Definitive Definition
• The Five Views of CRM
• A CRM Brainstorm
• Let’s Talk ROI
• The Works and Ways
• CRM in motion: Siebel Systems Inc.
• The Bottom Line
• Bibliography
The CRM Hype!
• Customer Relationship Management
• The most confusing and hyped buzzword in
modern business
• Buzzwords used as a psychological tool by
consultants on customers
Agenda
So, What is CRM!?
• Strategic Customer Relationship
Management
– CRM software
• Integration of all technological customer interfaces
– Front and Back end integration
• Maximizing the customer relationship
Agenda
So, what is CRM!?
– CRM hardware
• Integration of all human to customer interfaces
through technology
– Creating order winners…
– Maximizing the customer relationship
Agenda
Definitive Definition of CRM
• CRM is ultimately what the company defines it to
be depending on their business objectives…
– Five Views of CRM
• Marketing Automation
• Sales Automation
• Service and Service Fulfillment
• Customer Self-Service
• E-Commerce
Agenda
Agenda
Five Views of CRM
• Marketing Automation
– …designed to get the right mix of the company’s
products and services in front of each customer at the
right time.
• Sales Automation
– Collaborative tools that enable all parties to the
transaction to interact with one another
• Service and Service Fulfillment
– Serving existing customer base through problem
resolution systems, workflow automation and field
service dispatch systems
Five views of CRM
• Customer Self-Service
– e-CRM. Capabilities that can be directly invoked by
the customer on the internet via PC and wireless
devices.
• E-Commerce
– capabilities such as shopping, marketplace, transaction
and payment processing, and e-commerce security
Agenda
A CRM Brainstorm
• How much do you think the average service
call costs your company?
– $0.10
– $10
– $1
• Answer:
• Can this be remedied? How?
Agenda
A CRM Brainstorm (cont.)
• What are some possible solutions…?
– Email requires large, cumbersome databases and is usually
received unsolicitted
– Postal mail has the same effect with the added cost of material and
delivery
• How much do you think the average CRM automated web
service transaction costs your company?
Agenda
Let’s talk ROI
• Costs and time can be daunting at first glance
– When done correctly, CRM benefits are significant
• With any enterprise software, ROI requires:
– Absolute Patience
• Enterprise software ROIs typically take years to surface
– Complete support from janitor, CEO, and all in
between
– Thorough and on-going education for the enterprise
– True understanding of calculated risks involved
Agenda
Agenda
A Successful CRM
• A successful CRM implementation with
high ROI potential needs:
– Properly trained Front Office staff
– Proper data and good use of it
– Proper workflow processes
– Proper integration of Front Office and Back Office
– Proper software to support the strategy
– Full support of top managment
Agenda
The Works and Ways
• Sales Force Automation
– Must provide a linking to other relevent IT/Enterprise
systems
• Sales Management
– Must graphically provide management with an
overview of all sales info in real time
• E.g., historical data, back office, sales force performance…
• Marketing Management
– Must organize, execute, track and analyze all
campaigns
Agenda
The Works and Ways
• Document Management
– Requires Common…
• storage and linking area
• templates for quick document generation
• Tracking and logging of changes
• Sending and Tracking of all customer communication
• Data Management
– Must quickly mine effective data out of system into
hands of decision makers.
• Improves time to reaction
Agenda
The Works and Ways
• Project Management
– Must be linked to marketing module for cost and
resource tracking
• Knowledge Management
– Must collect, organize, and analyze knowledge about
customers
• Action management
• Questionnaires
• Telemarketing Management
– Must have complete tech support
The Works and Ways
• Customer Self-Service Capabilities
– Must have account insight, detailed inventory
information, service details/status, contact
information...at the least.
Agenda
CRM in Motion
• Siebel Systems Inc.
– Founded in 1993
– Today: World’s Largest customer centric,
eBusiness application software provider
– 2000 Revenue: $1.79 billion
– 100% value-adding customer information
systems
Agenda
Siebel Systems Inc.
Agenda
Customers
Siebel Full Industry
Spectrum!
Agenda
The Bottom Line
Strategic Customer Relationship Managemnt
seeks to improve customer retention
through alignment of organizational vision,
business processes, and personnel with
technology.
Agenda
Bibliography
• http://www.crmcommunity.com
• http://www.imarketingnews.com
• http://www.convergys.com
• http://www.siebel.com
• PowerPoint Presentation, “Damgaard
CRM”, Damgaard World Compass; 2000
Agenda