1

CCustomerustomerRRelationshipelationshipMManagementanagement

2

Producers Distributors Customers

•Brokerage•Investment Funds•Credit card •Software Company•Mortgage•Travel

•Horizontal Portal•Finance Portal•Aggregators•Financial Marketplace

Internet: Production and Distribution are Separate

3

Producers Distributors Customers

Internet: Production and Distribution are

Separate

Focused Distributor

Amazon.com

Financial Marketplace

E-loan

Service ProviderDelta Air

ProducerFord MotorGE Medical

Horizontal PortalYahoo!

Vertical PortalQuicken.com

Affinity PortaliVillage

Financial ProductAllState

Farmers Ins.

4

Cu

stom

e r D

ist r

i bu

t or

New Value WebP

r od

uc e

r

Insurance Co.s Allstate, GEICO

Financial MarketplaceE-Loan

Horizontal PortalYahoo!

Software Quicken2000

Vertical PortalQuicken.com

Physical WorldCall Centre

FocusedDistributor

Amazon

5

Traditional Organisation is Changing….

Customer

Product

Infr

astr

uctu

re

6

Internet: Traditional Organisation Will be Unbundled

Scale war; a few big players

Battle for scope; a few big players

Capability war; low entry cost, many small players

Competition

Cost and efficiency focused

“Customer comes first”Employee focused, creative “stars”

Culture

Fixed cost is high, volume is essential

Customer acquisition cost is high, has to sell masses

First mover advantage and speed are important

Economics

InfrastructureCustomer RelationsProduct Innovation

Source: Hagel & Singer, Unbundling the Corporation. Harvard Business Review, Apr’99

7

CUSTOMER RELATIONSHIP

Product Management Customer Relationship Management

One time interaction Focus Constant interaction

Short term Process Long term

Mass Communication Personal

Market survey Feedback Constant dialog

Market share Success criteria “Wallet share”

8

CRM PROCESS

Know Your Customer

•Information gathering

•Customer differenatiation

Personalise

•Product/ service

•Communication

•Channel

•Price

Communication

Communication

9

• Overview of CRM Products

• Critical Success Factors for CRM Implementation

Review of the CRM space

10

The Evolution of Space

eCRM

Systems

Improve workflow and automate lead tracking

GoldMine, ACT

Functional Objective

Vendors

Sales Force

Automation

Systems

Contact

Management

Systems

CRM

Systems

Automate FIs internal processes of Sales & Accounts Management

Sales Logix, Saratoga, First Wave

Have organized, automated processes for sharing comprehensive CRM data with remote sales agents & business partners

Siebel, Oracle, Janna

Have web-based platforms which enable dynamic profiling of customers, interactive personalized scripting & customer treatment

Combination of Integrated web technologies

CRM Products

11

Review of the CRM space

• Overview of CRM Products

• Critical Success Factors for CRM Implementation

12

The Environment

• A variety of products• Gamut of delivery channels &

partners• Variety of modalities in far flung

territories• Dispersed, incentive-differentiated

sales organizations• Management by effective,

entrepreneurial business divisions

Critical Success Factors

13

To Succeed in this rapidly evolving environment

following are the critical success factors which Client must focus on

Critical Success Factors

14

1. e-Enabling of entire CRM infrastructure (evolve into eCRM)

– Extends the purview of Customer Relationship Management

Critical Success Factor #1

15

CRM Vs eCRMCRM eCRM

Scope of Relationships

Enterprise Extended Enterprise

Control of Relationships

Financial Institution Financial Institution & Customer

Nature of Relationships

Simple, Static Complex, Dynamic

Central Focus Company, Employee agents

Customer

Purpose of Solutions

Track customer interactions

Understand & increase customer relationship value

Critical Success Factor #1

16

2. Data integration &

synchronization

CustomerKnowledgeRepository

Data MartSession & Transaction

HistoryMining & Analytics

Business Rules

BusinessManagement

CustomerInput

Contact InfoPreferences

Interaction FlowTransactions

Workflow Initiation CustomerService

Customer ProfileScripts

Targeted Info

Customers

Customer Profile Personalized UI

Targeted Info

EnterpriseIntelligenceMarketing

ContentMarketing

Campaigns/Customization

RulesTemplates/

Scripts

Customer Intelligence

CampaignFeedback

Collaborative Session

– Management of Interactive Customer Data Flows

– Real-time or batch modes both for operations & decision support

Critical Success Factor #2

17

3. Industry-centric Workflow Management

– Workflow & Fulfillment templates specific to a given Industry

– Capture the expertise of best marketing & sales people

– Enable specification of complex rules for interaction

The idea is to define, instill and reinforce the “best practices” to elevate performance

Critical Success Factor #3

18

4. Multi-channel Integration

– Call Center– Internet– IVR– Remote Sales– Branch/ store, E-mail, Mobile etc.

The point to make is what level of functionality is available in multiple channels

Critical Success Factor #4

19

5. Integration of other Applications with CRM

– Call Center– CIF– Profiling datastore & personalization engine– Integration of existing Logs & Rules

Datastores– e-Mail management– Data Warehouse/Mart– Marketing Analytics, transactional data,

servers etc.

Ability to foster an integration platform to make existing systems take advantage of new dynamic environments

Critical Success Factor #5

20

Typical Implementation Roadmap will be guided by:

- Current state- Objectives for eCRM project- Project timelines- Business priorities- User-base within the organization- Back-end integration- Phase-wise implementation

Implementation Approach

21

Workflow Mgmt

Fulfillments

CallCenterAgents

DMAs

DSAs

Lead Generation

Complaint

Mgmt

Marketing

SFA

Opportunity Mgmt

Quote Generation

Order Entry

Tracking

Sales

Campaign

Mgmt

DataWarehouse

Customer

eCRM Tool

Objectives for eCRM Project

Objectives