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CRM Technology
CRM Technology
What is CRMTechnology ?
• CRM Technology is a set of tools
• Used to:
-Gather -Communicate
-Organise -Keep Track of
-Analyse -Automate
• Database technology
• Analysis and Data Mining technology
• Programming – automation of business processes
• Digital channels/networks
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CRM Technologyis a tool
• Technology is of less importance than CRM strategy
• Technology is of less importance than CRM processes
• Technology is of less importance than people and organisation
• Investment in CRM tools should only be done if it is profitable
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Potentialbenefits
Return on investment should be measured against CRM processes, but CRM technology can by itself provide benefits;
• Volume / capacity
• Presence in electronic channels
• Leverage of previous investments (Data Warehousing, Websites etc.)
• EfficiencyLess manual workProcess efficiencyCorporate ”memory”
• Triggers and automation
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Challenges
• CRM technology must support a CRM strategy
• CRM technology must support CRM processes
• Organisation development and training
• Project cost
• Maintenance and operations cost
• Evaluation of effectiveness and R.O.I
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Recipe for success
Success
• Technology implemented according to CRM strategy
• Implement according to priorities
• Design for multiple channels, multiple processes
• Test in small scale
• Involve and develop customer focused organisation
• Involve IT department
• Leverage existing investments - integrate
Pitfalls
• Guerrilla development (”IT never delivers anyway”)
• Throw away what you have; start from scratch
• Focus on technology, forget strategy and processes
• Design from scratch, ignore experience
• Automate one channel first, then assess requirements for cross-channel integration
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CRM Technologyoffered
• Consulting and custom design• Standard CRM software and databases• ASP services (Application Service Provider)• Outsourcing (Business Service Provider)
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CRM applications
• Campaign Management
• Customer Process Automation
• Customer Service and Support Automation (and Call Centre Automation)
• Contact Management (Sales Force Automation)
• aCRM / Data Mining (and Analytical Marketing Data Store)
• Customer self service (e.Commerce)
• Marketing databases (Operational Marketing Data Store)
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Example:Auto Inc.
• Marketing
• Sales
• Financing
• Insurance
• Service
• Supplies
• Customer Care
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The Customer
• Seek information
• Test and compare
• Finance
• Insure
• Get new car
• Use car
• Confirm choice
• Cover new needs
• Maintain
• Avoid trouble
• Complain
• Buy new car
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CustomerTouch-points
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Customer identifier
Info on requirements
Info on sales possibilities
Info on service
Info on campaigns and information
Info on car
Info on complaints and events
Info on customer and customer relation
Activities and documents
Info on our organisation (employees and divisions)
Scoring and categories
Info on processes
Information
Information in CRM Processes
Buy First Service
Receiveinfo
New needs supplies
Seekinfo Get car
Tech.Malfunct.
New car ?
Events for each customer
Customer relation
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Sales process
Delivery process
Service process
Customer Care process
Re-purchase process Our processes
Buy First Service
Receiveinfo
New needs supplies
Seekinfo Get car
Tech.Malfunct.
New car ?
Events for each customer
Customer relation
CRM Processes
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Integration“Back-office”
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Integration“Front-office”
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Applications
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