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<Insert Picture Here> Understanding Your Customers with Siebel CRM Analytics Mike Fahner Consulting Manager, EPM/BI January 21, 2009

Understanding Your Customers with Siebel CRM Analytics

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Understanding Your Customers with Siebel CRM Analytics. Mike Fahner Consulting Manager, EPM/BI January 21, 2009. Agenda. Use Business Intelligence to… Empower Everyone in the Organization Drive Action in Sales, Service, and Marketing Teams - PowerPoint PPT Presentation

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Page 1: Understanding Your Customers  with Siebel CRM Analytics

<Insert Picture Here>

Understanding Your Customers with Siebel CRM AnalyticsMike FahnerConsulting Manager, EPM/BIJanuary 21, 2009

Page 2: Understanding Your Customers  with Siebel CRM Analytics

Agenda

Use Business Intelligence to…

1. Empower Everyone in the Organization

2. Drive Action in Sales, Service, and Marketing Teams

3. Expand Beyond CRM Reporting to Include Other Enterprise Information

Gain a Competitive Advantage!

Page 3: Understanding Your Customers  with Siebel CRM Analytics

Where to Begin

• What is Business Intelligence?

• Why use it?

Page 4: Understanding Your Customers  with Siebel CRM Analytics

Business Intelligence Defined

A set of technologies and processes that use data to understand and analyze business performance

Page 5: Understanding Your Customers  with Siebel CRM Analytics

Gaining a Competitive Advantage

Page 6: Understanding Your Customers  with Siebel CRM Analytics

Business Intelligence transforms mission critical data that runs your enterprise processes into insightful, measurable, and actionable information that delivers business results.

The BI Value Proposition

Page 7: Understanding Your Customers  with Siebel CRM Analytics

Pervasive useAnalysts

Real-time, predictive dataHistorical data

Insight-driven business process optimization

Reporting results

To:From:

Unified infrastructure & prebuilt analytic solutions

Analytic tools

The Evolving Role of BI

Unified, enterprise viewFragmented view

Page 8: Understanding Your Customers  with Siebel CRM Analytics

Your BI Roadmap

1 2 3 4 5

1. Benchmark Current Capabilities2. Establish Your Vision3. Plan4. Pilot5. Execute6. Review and Revise

6

Page 9: Understanding Your Customers  with Siebel CRM Analytics

Becoming an Analytical CompetitorThe Five Stages of the BI Life Cycle

Stage 1Analytically Impaired

Stage 2Localized Analytics

Stage 3Analytical Aspirations

Stage 4Analytical Company

Stage 5Analytical Competitor

Terminal Stage

Source: Competing on Analytics – The New Science of Winning, by Thomas H. Davenport, Harvard Business School Press, 2007

Page 10: Understanding Your Customers  with Siebel CRM Analytics

Understanding Your Customers withSiebel CRM Analytics

Frequently Asked Questions• Who are our Customers?

• Who are our best customers?• Are our customer relationships improving or getting worse?

• Where are our Opportunities?• Are we pursuing them effectively?• Where should we invest our time and resources?

• Are we providing good Service?• Is our Customer Service getting better or worse?• Where can we improve Service? How can we reduce the

cost of Service without sacrificing quality of Service?

Page 11: Understanding Your Customers  with Siebel CRM Analytics

Siebel CRM Analytics - Sales

Sales Subject Areas

• Customer Overview• Forecasting• Sales Activity• Orders• Products• Pipeline• Quotes

Page 12: Understanding Your Customers  with Siebel CRM Analytics

Siebel CRM Analytics - Service

Service Subject Areas

• Activities• Agreements• Orders• Assets• Service Requests• Customer Satisfaction• Email Response

Real-Time Service Analytics

• Activities• Assets• Service Requests• Solutions

Page 13: Understanding Your Customers  with Siebel CRM Analytics

Pre-built ETL to extract data from over 3,000 operational tables and load it into the DW, sourced from CRM, call center telephony middleware and other sources.

1

Example: Service and Contact Center Analytics

Pre-mapped BI EE metadata, including embedded best practice calculations and metrics for the contact center.

Presentation Layer Semantic Object Layer Physical Layer

3

A “best practice” library of over 150 pre-built BI EE Interactive Dashboards and Alerts for service and contact center agents, managers and executives

4Pre-built warehouse with 15 star-schemas designed for analysis and reporting on contact center & service data.

2

Page 14: Understanding Your Customers  with Siebel CRM Analytics

Siebel CRM Analytics - Marketing

Marketing Subject Areas

• Customers• Consumers• Events• Planning• Campaigns

Page 15: Understanding Your Customers  with Siebel CRM Analytics

Empowerment

Page 16: Understanding Your Customers  with Siebel CRM Analytics

Empowerment

1. Single Source of Truth

2. Dashboard presentation of metrics that are a priority for your organization

3. Role-based dashboards and reports

4. Line of sight reporting through business units

• Drill-down capabilities

• Roll-up consolidation capabilities

Oracle Business Intelligence Application Features Support…

Page 17: Understanding Your Customers  with Siebel CRM Analytics

Common Enterprise Information Model“Model once, deploy everywhere”

End user adoption is about information consistency and availability where and when its needed. The Common Enterprise Information Model breaks down data

silos and makes information available on-demand.

Page 18: Understanding Your Customers  with Siebel CRM Analytics

Drive Action

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Drive Action

1. Interactive dashboards 2. Rules-based thresholds with graphic indicators3. Alerts

• Dashboard• Email• Pagers• PDAs

4. Delivers (“Push” technology for reports)5. Briefing Books (Pack and Go)6. Answers (Ad-hoc analysis and queries)

Oracle Business Intelligence Application Features Support…

Page 20: Understanding Your Customers  with Siebel CRM Analytics

Tailored and Personalized InteractionsTransparent Business Intelligence

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Guided AnalyticsLeading Users from Discovery to Action

This is no longer about a stack of reports. Guided Analytics drives alignment and actions through the organization by modeling and making accessible discovery

and decision making best practices.

Page 22: Understanding Your Customers  with Siebel CRM Analytics

Sense and RespondReal-Time Proactive Monitoring and Response

Delivers/Analytic Agents provides true real-time in context sense and respond capabilities across systems tailored for any user on any device.

Page 23: Understanding Your Customers  with Siebel CRM Analytics

The bottom of every Dashboard page has an

“Add to Briefing Book” Link that automatically builds an

electronic briefing book that you carry with you.

Bring along an electronic “Briefing Book” which is a collection of your most important dashboards. Briefing Books are extremely small, and can be delivered daily for

enterprise collaboration.

Oracle Briefing Books“Pack & Go”

Page 24: Understanding Your Customers  with Siebel CRM Analytics

Moving Beyond Reporting

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Moving Beyond Reporting

• Additional Subject Areas• Additional Data Sources• Custom Business Metrics for Gaining Competitive

Advantage• Advancing Capabilities for BI Competitors

• Proactive Visualization Support• Predictive Analytic Solutions• Enhanced Collaboration with integrated BI solutions

Page 26: Understanding Your Customers  with Siebel CRM Analytics

PipelineAnalysis

Triangulated Forecasting

Sales Team Effectiveness

Up-sell / Cross-sell

Discounting Analysis

Lead Conversion

Receivables / Payables Analysis

CustomerProfitability

Product Profitability

Regulatory Compliance

Expense Management

Cash Flow Analysis

Churn Propensity

Customer Satisfaction

ResolutionRates

Service RepEffectiveness

Service CostAnalysis

ServiceTrends

Campaign Scorecard

Response Rates

Product Propensity

Loyalty andAttrition

Market Basket Analysis

Campaign ROI

Supplier Performance

Inventory Analysis

Procurement Cycle Times

Inventory Availability

EmployeeExpenses

BOM Analysis

Employee Productivity

Compensation Analysis

Compliance Reporting

WorkforceProfile

TurnoverTrends

Return on Human Capital

Leverage Prebuilt Oracle BI ApplicationsBuilt in Best Practices Across Functions and Industries

Sales Analytics

FinancialAnalytics

Workforce Analytics

Supply ChainAnalytics

Service & Contact Center

Analytics

Marketing Analytics

Travel& Trans

Auto Comms.& Media

ComplexMfg.

ConsumerSector

Energy FinancialServices

HighTech

Insurance& Health

LifeSciences

Public Sector

Other Operational & Analytic Sources

Oracle BI Suite Enterprise Edition

Prebuilt adapters:

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AQ&Q U E S T I O N SQ U E S T I O N S

A N S W E R SA N S W E R S

Page 28: Understanding Your Customers  with Siebel CRM Analytics

For Further Information

Mike FahnerConsulting Manager, EPM/BI Solutions

Oracle Consulting Services

[email protected]