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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

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