Académique Documents
Professionnel Documents
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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.
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.
Profitability
Strategies
Plans
Objectives
Achieve 60%
customer
retention
Tactics
Implement
Call Center
Solution
CRM Analytics
Rules Automation
Data Warehousing
Data Mining
Back Office Integration
Channel Personalization
Cross Sell
Campaign Management
Email Response
Contact Management
Opportunity Management
Lead Tracking
Account Management
CRM Analytics
Data Warehousing
Data Mining
Back Office Integration
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
POS System
Hello
Mobile Device
Web Browser
Call Center
Customer
Company
Wireline
Customer Data
Product Catalog
Transaction Data
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
Legacy Systems
Data Warehousing
Data Mining
Reliability
Multi-platform Support
Network Transparency
Business Logic separated from Communication
Application Level Integration
Easy Administration and Maintenance
Web Store
Mobile Access
Call Center
Application
SFA
Application
Data Warehousing
Data Mining
ERP Space
Financials
Manufacturing
Legacy Systems
HR
Back Office Infrastructure ERP application to handle Mfg. and Finance operati
Problem Definition
Call Center
Online Chat with
CSA
Web Collaboration
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
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
Inventory
Product Catalog
Inventory
Products
Manufacturing
Inventory
Product Catalog
Inventory
Products
Manufacturing
Inventory
Product Catalog
Inventory
Products
Manufacturing
CRM Analytics
Predictive Metrics
Forecasting
Manufacturing
MRP
DISCUSSION
AND
CONCLUSION