CRM Defined

CRM is the way to identify, acquire and retain

customers.
CRM is a way of automating the front end office
functions of sales, marketing and customer service.
CRM is a essentially a marketing function which
targets profitable customers.
 Need for CRM
Why is Customer Relationship
Management Methodology Needed?
Retaining your customers is a critical factor in
being successful
It is much more expensive to get a new
customer than it is to retain an existing customer
 CRM Value Chain - Schematic

Primary Customer Network Value Manage

Customer
Stages Portfolio Development Proposition the
Intimacy
Analysis (SCOPE) Development Relationship

Culture and Leadership

Procurement process Customer

Profitability
Human Resources Management Process
Supporting
Conditions
IT / Data Management Process

Organization Design
 CRM Step 1 Customer Portfolio Analysis

Who are Strategically Significant Customers (SSCs)?

Sector
Segment
Individuals
For new business, this step can be used to identify
potential SSCs
Target different groups with different value
propositions
Analyze and sort by profit potential not by volumes
 CRM Step 1 Customer Portfolio Analysis

Typical Customer groups

Sack
No present or future profit potential or life-time value
Invest
Valuable currently and have significant future potential
Reengineer
Not presently profitable, but could become profitable if
relationship is reengineered
Reducing the level of customer service, teleservice
Nurture
Currently profitable but have little future potential
 CRM Step 2 Customer Intimacy

After identifying the customer segments, next

step is to know the customer intimately
Different sources of customer information
Complaints file, market research, loyalty card data,
geodemographic data
Use the data to better understand the WHO,
WHAT, WHY, WHERE, WHEN, and HOW of
customer behaviour
Mine the data intelligently
 CRM Step 3 Develop the Network
Company does not compete against company, network
competes against network
A companys network position, i.e. its connectedness to other
parties who co-operate in delivering value to the chosen
customer is a competitive advantage
Owners/ investors, suppliers, employees, partners must be
aligned and managed to meet the needs of the chosen
customers
Owner / Investors should commit to long-tem investment in people,
processes, and technologies to implement CRM strategies
Employees to be reskilled and reoriented
Suppliers and partners need to know the final customer
 CRM Step 4 Value Proposition Development

Network has to work together to create and deliver the

chosen value(s) to the selected customers
Products are commodity
Focus on people, process, and service to create value
propositions
Complaints handling
New product development
Who delivers the service and support
 CRM Step 5 Managing the relationship

Reinvent organization structure and processes

Hierarchical structure and product managers are out
Flatter organizations with empowered front-lines are in
Focus on
Customer Acquisition Plans
Evaluation Parameter is customer acquisition cost
Customer Retention Plans
Evaluation parameters are customer retention rates, share-of-
customer wallet
Customer Development Plans
Evaluation parameter is customer development targets
 ERP - CRM Closed-loop
Efficient Operations

New
Business
ERP CRM Opportunities

Effective Relationships
 CRM Objectives
Reducing Sales Cycle & Selling costs
Increasing revenues
Identifying new markets and channels for expansion
Improving customer value, satisfaction, profitability and
retention
Provide complete life-cycle view of customer interaction
Prospect Identification
Lead Generation
Sales Close
Order Fulfillment
Ongoing service and support
Improving customer profitability and retention
 CRM Objectives
Enable and promote e-business
Seamless, web-based collaboration between company, its
customers, suppliers and partners
Purchase products / services online and receive web-
based services and support, personalised for the
individual customer
Track ad manage customer interactions and
transactions across multiple channels
Increase the effectiveness of employees
 The Closed Loop Customer Life Cycle

Prospect Sales Order Entry Ongoing

Identification Opportunity Fulfillment/ Customer
Process Qualified Lead Sales Delivery Service and
Generation Close Fulfillment Support

Marketing Sales Fulfillment Service /

Function
Support

Application
CRM CRM ERP
CRM
Business Intelligence
 CRM Channels

Face to Face Web E-mail Call Center Mobile

Unified Channels

Customer Dictates the Preferences

Internal Technical Infrastructure

Centralized database Relationship Management Perspective
Eliminates need to store Customer does not have to
data in multiple systems repeat the information
Key Requirements of CRM Solution
Robust Business Intelligence and Analytical
Capabilities
Analyse information about customer and
prospects to aid decision makers
Work across CRM and ERP to tie profits with
costs
Unified Channels of Customer Interaction
seamless, consistent, efficient customer
interaction across channels
Key Requirements of CRM Solution
Support Web-based functionality
Web self-service
Unassisted sales
Web as a channel vs web as an infrastructure
Access to employees and customers via standard browser
Little training requirements
Business Logic and data maintained centrally
facilitating deployment, maintenance and upgrading of
applications
Key Requirements of CRM Solution
Centralised repository of customer information
Current customer information available in real time to
all
data consistency across functions and functional
applications
Integrated workflow
Strong workflow engine for cross functional tasks to be
accomplished dynamically and seamlessly without
manual intervention
 Oracle CRM
200 Customer world over as of June 1999
Integrated Sales, Marketing, Service, e-commerce, and call
center applications
Three major strategies
Customer Intelligence
Unified Channels
Customer has a problem while on web channel and the presses call
me button and call center executive has same screen on the
workstation to resolve issue
Information on Web, or face to face by sales representative accessing
SFA or call center executive is same
Internet based Application Architecture vs client server
architecture
Less expensive to implement
Less expensive to maintain
 Oracle CRM
Sales Application
Oracle Sales
Quota management
Sales force management
Territory management
Oracle Field Sales
Contact and account management
Opportunity management
Scheduling
Compensation forecasting
Quoting
Reporting and Analysis
Oracle Field Sales/ Palmtop devices
Same as Oracle field sales suitable for handheld devices
Synchronization technologies
 Oracle CRM
Sales Application
Oracle Telesales
Quote generation
Order Creation
Contact and Account management
Features suitable for telebusiness
Call routing
Inbound screen pop up
Leas management
Response Management
Sales Compensation
Sales force incentives
Let sales representative know their own performance
 Oracle CRM
Marketing Applications
Plan, execute, monitor, and analyze the effectiveness of direct
marketing campaigns and events
Workflow capabilities automate common tasks
Modules
Oracle Marketing
Execute and manage multiple, multichannel campaigns
Track effectiveness of campaigns online
Oracle Marketing for Telecommunications
For telemarketing companies in B2C environment
Collateral Management
Marketing Material
List generation and management
Authoring and approval
Budgeting
Response Management
 Oracle CRM
Oracle Service Applications
Oracle Service
CTI-enables
Field Service dispatch
Installed Base management
management of customer product life cycle
Service technician profiling
Territory management
Integration with ERP
Centralised employe definition
Order management
logistics
Parts management
Purchasing
Quality Management
Cost tracking
Invoicing and accounting
 Oracle CRM
Oracle Service Applications
Oracle Contracts
Creating and managing customer service contracts to ensure level and quality
of service
Track warranties
Contract renewal dates
Schedule preventive maintenance activities using events functionality
Oracle Customer Care
Designed to allow customers to log and resolve their own problems
Contact Management
Dynamic customer profiling
Task Management
rule based critical issue resolution
Integrated with ServiceWares Knowledge-PAK
Allow information to be to authored, stored, and managed to facilitate retrieval of
answers to questions and resolutions to problems
Oracle Mobile Field Service
Wireless component provides service technicians with real time access to service,
product, customer information as well as communication to dispatch office
 Oracle CRM
Oracle e-commerce Applications
Extend business to web
Oracle iStore
build and maintain web-based storefronts
Configure-to-order
Personalize
Oracle iMarketing
create personalized promotions and product recommendations
Oracle iPayment
transaction component
allows configuration and deployment of payment processing solutions
Oracle iBill&Pay
view and pay bills online
Oracle iSupport
create and view service requests
look-up answers to FAQs
Place orders and check status of orders
Integrated with Call Center application to include call back capabilities
 Oracle CRM
Oracle Call Center Applications
Telephony enablement of Oracle Sales, Marketing, and Service Applications
CTI server integrated with inbound and outbound call processing
Integrated with Customer Care, Telesales and service
Dynamic Scripting tools
Modules
Oracle Telephony Manager
CTI Server integrating to automatic call distributor (PBX ?ACD) and Integrated
Voice Response (IVR) platforms
Intelligent Call Routing
Dynamic Agent Screen Pop-ups
Warm transfers (voice call and agent screen-data transfers)
Campaign management
Predictive Dialing
Oracle Call Center Intelligence
Provides key performance indicators
Oracle TeleBusiness for Financial Services
Agent Desktop software providing telemarketing, telesales and teleservice for
financial services companies
Supports inbound and outbound call processing and campaigns with scripting
 Oracle CRM
Technology and Architecture
Internet Based Application architecture
Leveraging Oracles technology Stack and Tools
Databases
Oracle 8 for database server
Oracle Lite for the mobile client
Development tools
Developer for process modelling
Designer for application development
Business Intelligence tools
Reports
Discoverer
Express
Forms
Workflow
ERP Integration with SAP R/3