Customer Relationship ManagementAssessmentIn the new
customer-driven economy, the customer wields considerable power in
the form of comparative
shopping information and choice. To survive in this environment,
a business must meet demands not only
for products and services but also for a rewarding customer
service experience. No customer relationship
management (CRM) software can create superior customer
relationships. That is the job of everyone who
touches a customer.
O p e r a t i o n s R i s k M a n a g e m e n t
KPMG can help you analyze your customers experience and their
willingness to providerepeat business. Our Customer Relationship
Management Assessment uses proprietary toolsthat help our
professionals assess your companys performance at each customer
touch point.We can help you identify and assess process risks and
inefficiencies that could prevent youfrom acquiring, retaining, and
servicing the most profitable customers.
KPMGs Approach A comprehensive understanding of strategic and
tactical processes is critical to successful CRM.We analyze your
companys CRM portfolio, which encompasses processes, objectives,
key per-formance indicators, systems, and organizational
infrastructure. This includes detailed reviewsof areas such as data
analytics, brand and image, customer segmentation, marketing
activities,sales delivery, customer service delivery, information
management, financial management, andhuman resources. Collaborating
with your team, we can evaluate CRM risk exposure by under-standing
the magnitude and likelihood of risk affecting your CRM
processes.
Assessment ActivitiesKPMG looks at the entire customer
experience and how it can be transformed through a con-tinuous
learning cycle of relationship management. We evaluate each of the
five key CRMprocesses, described below and their subcomponents,
assess their dependence on informationtechnology, and help identify
performance improvement opportunities. Input from our
industry-experienced professionals, as well as the use of our
proprietary toolkit for collecting and analyzing data, provides the
type of insight that is critical to an effective CRM program.
Customer Data Analytics Data gathering
Customer profiling and
segmentation
Adapting programs and
services
Marketing Effectiveness Market research
Campaign management
Brand loyalty promotion
Sales Effectiveness Opportunity management
Channel management
Sales compensation
Partner relationship
management
Customer Service Effectiveness Transformation of
contact center
Field service
Knowledge management
Organizational Effectiveness Change management
Organizational workflow
Training
KEY CRM PROCESSES
Potential BenefitsOur recommendations can help promote benefits
in the following areas: Enhanced loyalty programs that are designed
to help your
company increase customer life cycle profitability
throughinfluencing acquisition, attrition, spending per
customer,and improved margins.
Contact center improvement that can help your companyorganize
your contact centers in a cost-conscious, yet effective design
based on industry-tested better practices.
Precision marketing that can help your company dynami-cally
predict value over the expected life of a customer
relationship.
Sales force effectiveness that can help your company deter-mine
how account personnel organize client relationshipdata, prioritize
sales opportunities, identify cross-sellingopportunities, and
leverage remote sales channels. Salesforce effectiveness can result
in high-margin revenueimprovement without a net cost increase.
WHO NEEDS A CRM ASSESSMENT?
A CRM assessment can help companies that:
Experience a failed or disappointing CRM software
implementation
Experience unexpected costs or lost customer relationships
through a breakdown of processes
Are historically unsuccessful at leveraging business
intelligence and content management
Once our assessment is completed, organizations can begin
toimplement changes to address the threats of poor perform-ance.
Benefits of these changes may include the following.
Enhanced Customer Experience Increased customer satisfaction and
retention Enhanced customer relationships Differentiated and
consistent customer care Increased percentage of inquiries resolved
at first contact
Operational Improvements Improved call handling tools and
processes Improved customer knowledge and service Reduced handling
time Increased percentage of inquiries handled by contact centers
More effective sales-lead generation and face time with
customers
Enhanced Revenue Focused sales force efforts on high-value
customers Realized opportunities to cross-sell and up-sell
Increased effectiveness of marketing efforts Improved customer
purchase decision support
Reduced Costs Reduced sales and marketing costs Reduced customer
defections Reduced cost of service through automation e-enabling
Better use of existing infrastructure
ContactFor further information on KPMGs Customer
RelationshipManagement Assessment, please contact:
John RittenhouseSan Francisco,
[email protected]
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