Hewlett-Packard: End-to-End CRM SolutionsThat Mitigate Risks and Deliver Results

HP is a leading global provider ofproducts, technologies, solutions andservices to consumers and businesses.The company's offerings span IT infrastructure, personal computing andaccess devices, global services andimaging and printing.

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HP understands the strategic importance ofCRM because it is committed to improvingthe total customer experience through itsown internal implementations. The first stepis to talk to customers and then design a cus-tomer relationship management strategythat meets their needs. Today, most CRMsolution providers primarily talk about thebusiness benefits of CRM, such as improvedcustomer loyalty, reduced marketing cam-paign risk, and increased revenue. Few wantto talk about the business risks of CRM.Through both internal CRM implementa-tions and customer-facing solutions, HP haslearned that five critical success factorslargely determine the success or failure of aCRM project:

1. The implementation of efficient, logical business processes that linkpeople and technology

2. Sufficient executive sponsorshipacross the organization

3. Identification and selection of thebusiness processes that will derivebest benefits from technology development

4. Creation of a CRM roadmap thatdefines how all customer touch pointswill be enabled with technology

5. Implementation of the right technology, services, and support

Through its experience with CRM imple-mentations, HP has developed true, end-to-end solutions that mitigate business risks inall five areas. The company provides a fullrange of CRM solutions by offering the broad-est scope of hardware, software, and servicesin the industry, as well as by partnering withindustry-leading CRM software providersand leading consulting firms. HP also holdsstrong capabilities in complementary solu-tion areas like business intelligence, furtherenhancing its value to customers. With thenew HP, customers benefit from the combined resources and deep expertise ofHP and Compaq, which no other solutionprovider can match.

Modular CRM SolutionsHP’s modular CRM solutions enable compa-nies to target specific business pains and realize measurable results quickly, ratherthan investing budgets on software they maynot need or want in the short run. HP hascarefully selected industry-leading CRM part-ners to provide customers with flexiblechoices that, when run on HP’s open plat-forms, make it possible to integrate additionalCRM solutions as budgets allow. HP offerscustomers a full suite of CRM solutions tomeet every business need, including:

• Customer Interaction Solutions• Sales and Service Automation Solutions• Analytical CRM Solutions• E-Commerce Solutions

Customer Interaction Solutions (CIS)Today’s customers use a wide range of com-munication channels to research, purchase,and obtain service and support. Yet few companies provide customers with consistent,efficient interactions across all channels. As aresult, companies struggle with low customersatisfaction and retention – or higher operat-ing costs as customers shift to more costlytouch points. Many companies also struggle tobalance call center volume and handle grow-ing e-mail inquiries, whereas others seek tocapture lost revenue by enabling agents tocross sell and up sell strategically.

HP offers a complete set of customerinteraction solutions that enable customersto expand channels, minimize customer contact costs, maximize efficiency, nurture priority customers, and increase revenue.Solutions equip call center agents with aholistic view of customer interactions soagents are fully informed when communi-cating with customers, resulting in increasedcustomer loyalty. When integrated withother CRM technology, such as analytics, HPsolutions enable businesses to leverageeveryday customer interactions as opportu-nities for personalized, targeted upsellingand cross-selling. Solutions include:

• Contact Center Solutions, which inte-grate all of a business’s contact centerdevices for increased efficiency andself-service options

• Virtual Contact Center Solutions,which enable businesses to dynami-cally load balance and treat multiplecall centers as one virtual center

• Web Collaboration and EmailResponse Integration Solutions,which enable agents to guide callers toWeb sessions and manage customerinteractions generated by the Web

• Next-Generation Contact Center(voice-over IP telephony) Solutions,which convert voice into data that canbe passed over the same network usedfor email, providing companies withan open, standards-based communica-tions solution

Sales and Service Automation (SSA) SolutionsMost companies are looking for ways toimprove the effectiveness and productivity oftheir field sales and service organizations, aswell as ways to manage properly the transac-tions between employees and customers.Many companies, for example, cannot accu-rately assess the performance of their saleschannels, they have no closed-loop processesfor lead management, and they can providetheir sales teams only with disconnected cus-tomer information. As a result, those compa-

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nies lose revenue – and their best customers.Service organizations also struggle with lowcustomer satisfaction, increasing customerchurn, slow revenue growth, and rising costs.

HP offers modular sales automation, serv-ice automation, and partner relationship man-agement solutions that dramatically improvethe effectiveness and productivity of fieldorganizations. When integrated with corporatedatabases that contain customer information(for example, call center, billing, service, andsales records), HP’s SSA solutions enable a sin-gle view of every prospect and customer. Thissingle view allows sales and service employ-ees to provide customer-centric interactionsbased on complete knowledge of all relevantinbound and outbound events, communica-tions, and transactions with each customer.Solutions also can be mobilized using HP’sMobile Field Sales and Service offerings.

Analytical CRM (ACRM) SolutionsMany companies have already invested inCRM – but have not realized the expectedreturn on investment because their CRMapplications are not integrated with a central-ized customer data repository. Too often, companies generate a vast quantity of dataabout their customers, but the data is frag-mented across databases and enterpriseresource planning systems and the dataanalysis is spotty or nonexistent. As a result,even employees armed with sales automationand call center solutions cannot access essen-tial customer information – including cus-tomer purchase histories, returns, servicerequests, problems, and resolutions – neededto accurately market, service, and sell to indi-vidual customers based on their unique needsand preferences. Poor data access and analy-sis can also paralyze marketing teams due toa poor understanding of customer behavior,churn rates, and industry trends.

HP offers business intelligence and ACRMsolutions that provide a 360-degree view ofcustomers by tying together an organiza-tion’s enterprise-wide CRM processes. With

effective business intelligence and ACRMimplementations, companies can analyzecustomer data from multiple sources to moreaccurately market, sell, and provide serviceto individual customers. Solutions involveconsolidating customer information into asingle data mart, providing powerful analysisand reporting tools, enabling targeted campaign management, and integratinglegacy and CRM applications for enterprise-wide access to customer data.

E-Commerce SolutionsToday, there is significant room for improve-ment for many companies’ business-to-consumer Web sites and business processstrategies. Many sites, for example, do notpersonalize services or content for individualusers. With some companies, a huge discon-nect exists between the offerings, promo-tions, services, and support provided to Webcustomers compared to store customers.Some companies lose revenue either becausethey do not have a Web presence or they haveno way to execute targeted upselling andcross selling. Many companies struggle tocontain the costs of older, less efficient Website. These problems result in low customerretention, long order-to-delivery cycles, highoperating costs, and continued high cost ofsales as customers turn to traditional, moreexpensive touch points.

For customers that need a new Web pres-ence, HP has pre-integrated partner applica-tions, including Web servers, applicationservers, and databases, so that companies canquickly bring up a fully functional Website.And, for companies that need to upgrade andenhance existing B2C sites, HP offers a fullrange of services to meet every business need.

Open, Flexible Infrastructure HP provides customers with an agile IT infrastructure as the foundation for a flexibleCRM solution. The HP leadership in scalability,availability, and manageability makes theseplatforms ideal for deploying CRM solutions.

HP platforms also offer superior scalability tosupport increased transaction volumes withoutcompromising performance, reliability, or usersatisfaction. And the flexible architecture andpowerful application integration software facil-itate extending core CRM capabilities to otherapplications and integrating legacy systems.

Open PlatformsHP’s open platforms allow customers to runCRM solutions using Microsoft® WindowsNT, HP-UX, HP Tru64 UNIX®, HP NonStop™,or Linux operating system and remain confi-dent that their hardware, operating system,and CRM applications will interoperateseamlessly. HP platforms also provide flexi-bility so that, for example, customers can runthe Windows NT operating system for bothback-end and application servers, opt for ahybrid running the UNIX operating systemon the back-end and Windows NT operatingsystem for applications, or run the UNIX sys-tem on both front- and back-end servers.

Reference ArchitecturesHP has developed a suite of time-tested reference architectures to assist in theplanning and design of CRM solutions.These “success blueprints” accelerate CRMsolution designs and make it easier to tailorand customize architectures to meet anenterprise’s unique requirements. HP’s reference architectures include:

• CRM solution reference architecturesto address specific customer businessproblems

• High-availability reference architec-tures for mission-critical CRM solutions

• Web-enabled customer service refer-ence architectures to reduce the highcost of customer services

Unparalleled Manageability and AvailabilityHP provides customers with best-in-classmanagement and high-availability softwareto optimize CRM solution infrastructures.

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Carleton S. (Carly) FiorinaChairman and Chief Executive Officer

Michael D. CapellasPresident

Hewlett-Packard3000 Hanover StreetPalo Alto, CA 94304Phone 650.857.1501Fax 650.857.5518www.hp.com

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• HP OpenView, the global leader in integratedsystems management software, provides cus-tomers with in-depth visibility and powerfultools to monitor and manage the health of theirCRM applications and the underlying infra-structure that supports them.

• MC/ServiceGuard’s high availability andworkload balancing capabilities are wellsuited for mission-critical CRM applications,enabling administrators to monitor the healthof each node, quickly respond to failures in away that minimizes or eliminates downtime,and ensure data integrity.

In addition, customers can leverage HP’s ZeroLatency Enterprise (ZLE) framework as part oftheir CRM solution. The ZLE framework enhancesexisting IT environments by combining hardware,software, middleware, and services to enable businesses to make strategic decisions based on asingle, real-time view of the enterprise.

Solution Design and Testing SupportHP has made substantial investments in solution centers throughout the world to accelerate solutiondesign and to ensure that customers implement thebest solution for their business. Using hosted demos ofCRM solutions, customers can evaluate, design, andtest various options quickly and easily, as well as fine-tune their CRM solution to ensure that it will deliverappropriate functionality and quality of service beforedeploying it across the enterprise.

World-Class HP ServicesOne of HP’s unique differentiators in the CRMspace is the depth and breadth of its HP Servicesorganization, including Consulting and Integration,Managed Services, and Customer Support. Thisportfolio of services helps customers implement,manage, and support their CRM solutions, as well asreduce their overall operational costs.

Consulting and IntegrationHP leverages its own CRM experience in technology,process, and change management to ensure clientsuccess; internally, HP designed and built one of thelargest global CRM solutions in the world and has real-ized significant benefits. HP’s Rapid IT CRM infra-

structure services leverage the proven methodologiesand best practices developed through internal CRMimplementations, customer implementations, andconsulting partners. This technical expertise reducestime to production and overall business risk.

Managed ServicesWith more than 800 outsourcing and managed services accounts, HP is the global leader in managedservices for open IT environments, enterprise-readyMicrosoft services, and SAP R/3 operations services.

Built on the company’s successful history of man-aging multivendor, distributed computing environ-ments, HP’s outsourced solutions reduce the com-plexity of managing IT infrastructures for CRMsolutions. By serving as the single point of contactacross multiple vendors and technologies, andoffering a choice of selective or comprehensive out-sourcing, as well as flexible financing options, HPManaged Services helps reduce costs, extend andoptimize enterprise assets, and solve the toughestbusiness problems.

Customer SupportHP’s global suite of support services provides end-to-end support for hardware, software, and networks,enabling customers to increase productivity anduptime in their CRM environments. HP’s proactive,mission-critical services are tailored to meet each customer’s specific availability requirements andbudgets. Reactive services ensure that HP experts arealways on call to fix problems based on responsetimes and restoration commitments that match thecustomer’s chosen service level.

Industry-Leading PartnershipsHP’s broad ecosystem of integrators, service pro-viders, and industry-leading ISV applications –including Siebel Systems, SAP, Oracle, PeopleSoft,Amdocs, Avaya, Cisco, SAS, E.piphany, BroadVision,and ATG – provide HP customers with the capabili-ties required to address every business need. Forexample, HP has more experience with SiebelSystems than any other platform provider; today,more than 60 percent of all Siebel implementationsrun on HP systems, with applications optimized torun best on HP platforms. ■

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