Customer Relationship Management

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1 IBM Global Business Services CRM Customer Relationship Management Solutions from IBM Global Business Services

2 Do you really know your customers? How do they like to interact with you? How do they use your online channel? Can you anticipate their changing needs? Are they advocates for your brand or will they easily move to your competitor? By learning more about their lifetime behaviours, you can develop stronger relationships and increase loyalty. Organisations have long known that customer experiences influence customer loyalty and it is becoming increasingly clear just how important those experiences are. Given the high cost of attracting new customers, it is no surprise that keeping existing ones and improving the service they are offered is a priority for executives. Although customer centricity is crucial for the modern enterprise, it can be surprisingly difficult to achieve. The existing customer relationship management (CRM) solutions in many organisations do not provide the technical capabilities needed to establish the necessary connections. Too often, CRM projects are focused on one-size-fits-all applications. The CRM business processes are hard to adopt across the enterprise and do not allow people to work the way their jobs and customers require. Customer experience and expectations are driving plans for CRM investments as part of a wider communications and collaboration technology solution. Collaboration internally, across the extended enterprise, and with customers can give your people tools and information to help them improve communications, increase their personal impact, and work more securely across organisational boundaries. Combined with broadly integrated analytics to improve customer understanding and deepen the customer relationship, these tools can enable your people to enrich each customer s experience, helping to generate increased loyalty and demand. They can also enable your company to manage costs more effectively and improve your products and services. IBM offers strategic customer relationship management (CRM) solutions that can promote growth and profitability by providing a compelling, consistent customer experience across channels. Specifically, our relationship with Microsoft**, and our deep understanding of the Microsoft Dynamics** CRM product represent a perfect blend of the experience and skills of the IBM Global Business Services team with the depth and user-friendliness of the Microsoft Dynamics product.

3 Microsoft Dynamics CRM IBM is committed to combining our experience with the very best business applications on the market. There are hundreds of CRM applications in the market and we don t offer them all we only offer the best. We evaluate the leading applications available and ensure that we can deliver them to our customers in the most efficient and cost-effective way possible. One of these applications is Microsoft Dynamics CRM. A relative newcomer to the market, this is impressive software that enables both highly skilled and casual users to take full advantage of powerful software with deep functionality. The ease of use of Microsoft Dynamics CRM is highly impressive and can truly transform both large and small companies by allowing everyone who uses it to unlock its true potential.

4 There are three primary solutions within the applications suite to address the needs respectively of the Marketing, Sales and Customer Service areas of your business. Marketing Marketing executives are often faced with two simultaneous problems: shrinking market share and a lack of effective marketing tools to help generate new business. Without the ability to gain a single view of the customer or adequately support marketing and sales collaboration on launches, marketing execution can be disconnected from sales activities. Furthermore, without the right tools, finding and analysing customer data to identify and focus on high-value opportunities is complex. Teams can struggle to coordinate marketing plans and campaign activities with key partners and field sales teams. Our customers are looking for a solution to help their marketing teams drive new business opportunities. They want a single system to simplify sales prospecting and cultivation, accelerate product launches, and improve campaign execution. At the same time, they want it to be easier to share market intelligence, create consistent messaging across the enterprise, and capture and manage structured and unstructured customer data within a single system, for a complete view of prospects and customers. They also want a solution that can help them manage marketing costs with improved customer targeting, streamlined content development, and increased field and partner effectiveness. Sales The top priorities for many sales leaders are overcoming lost revenue and addressing both the shrinking sales win rates and the rising cost of sales. Too often, a lack of timely sales and customer data complicates decision making about where to invest resources. With inadequate access to customer information, and without the tools to collaborate across distances, it is difficult for sales teams to share competitive intelligence, develop winning proposals, and react quickly to sales opportunities. An underused CRM system also results in inadequate visibility into customer information, further hampering sales. By contrast, an integrated, easy-to-use CRM and collaboration solution can help your sales staff improve their success rates. It can accelerate the sales pipeline with more qualified sales leads; track important associations across partners, customers, and pending sales opportunities; enable distributed team selling; make it easier to create high-impact sales proposals; and free up more time to focus on selling. An integrated solution can also automate and improve the accuracy of sales forecasting through dashboard views of key sales metrics and snapshots of critical business indicators. Such automation of routine tasks reduces the cost of sales, increases your sales force s productivity, and reduces training and travel costs. Marketing highlights Data cleansing and segmentation tools Campaign management features Insightful marketing analytics to increase the effectiveness of marketing programs, generate demand and better track key performance indicators. Sales highlights Create a single view of the customer Tools that streamline and automate everyday sales processes Achieve shorter sales cycles, higher close rates and improved customer retention. Microsoft Dynamics CRM provides a holistic, comprehensive set of marketing capabilities so you can better understand your customers and target resources to the areas of highest return. Microsoft Dynamics CRM gives sales professionals fast access to customer data and history online or offline, so they can work smarter and spend more time selling. Wizard-driven communications tools help keep sales prospects and customers informed of new products and services.

5 Customer Service Customer service managers need to address an increasing churn of high-value customers and lost sales opportunities. Without easy access to customer information and the tools to collaborate with other teams, customer service representatives can struggle to deliver responsive, effective service. Service representatives can also find it difficult to connect with customers when they do not have the tools to communicate with them in real time. Solutions that deliver a single view of each customer, coupled with integrated, easy-to-use collaboration tools, can help staff deliver more responsive service, improved knowledge sharing, and proactive customer support. Integrated solutions help businesses retain customers, enable a higher level of customer service, give customers a single point of contact regardless of the communication channel, and help reduce costs through efficient scheduling and dispatching. These solutions help further contain service costs by improving contact centre productivity, reducing issue resolution time, and enabling service delivery through the Web and mobile services. When customer-facing teams are able to identify, collaborate on, and resolve critical customer issues, your organisation is in a better position to increase customer satisfaction, loyalty, and retention. Customer service highlights Deliver customer information, case management, service history and support knowledge to the desktops of customer service personnel Give them the tools to deliver consistent, efficient service that enhances customer loyalty and profitability. Microsoft Dynamics CRM provides a comprehensive customer service solution that is familiar to users, completely customisable to match your support process, and places no limits on the number of users.

6 CRM that s powerful and easy to use Works the way you do With a streamlined user interface, wizard-based tools, and close integration with Microsoft Office system productivity applications, Microsoft Dynamics CRM works the way your people work. Get started quickly in a familiar Microsoft Office Outlook environment designed to support fast user adoption and high utilisation of your CRM solution. Empower users to work with familiar products, such as Microsoft Office Word and Microsoft Office Excel spreadsheet software, using wizard-based tools to create their own dashboards and personal workflows, without reliance on outside support. Provide role-tailored access to information and data both online and offline, giving people access to only the information they want and need delivered in the way they want it. Works the way your business does Microsoft Dynamics CRM provides choice and flexibility in how you implement and customise your CRM application, so you can achieve the best fit for your business. Design and automate business processes to unify line-of-business systems with flexible, easy-to-use tools built on the Microsoft Windows** Workflow Foundation platform. Conduct business globally with full support for different languages and currencies across multiple time zones, so you can compete internationally while keeping costs under control. Align IT and business goals with point-and-click customisations, extensible data models and mapping tools to help build a solution that matches your business and your people. Works the way technology should Built on standard Microsoft technology, Microsoft Dynamics CRM is an adaptable and affordable CRM system that can grow and change with your business. Realise fast return with Microsoft technology that is built on a performance-enhanced architecture that gives you fewer elements to deploy and maintain. Protect IT investments using flexible technology that is easy to upgrade, move and extend into new business groups, geographies and lines of business. Connect to other technologies with built-in integration between internal and external systems, helping to reduce operational costs and providing fast access to functionality. IBM Global Business Services. Leaders in CRM. Leaders in Microsoft Dynamics. As one of the world s largest business consulting services organisations, IBM has a proven track record of helping to deliver lasting change to thousands of customers, large and small around the globe. Our experience in business applications is second to none and when you are planning something as significant as a businesswide CRM or ERP implementation, that s important. Leaders in Microsoft Services (Custom Applications, Cross Platform Integration, Dynamics and Infrastructure) A Gold Certified Partner Over 2000 Certified Microsoft consultants making IBM one of the largest Microsoft Partners Over 3000 Microsoft Technology professionals globally Industry Leaders in ERP and CRM implementations Deep and proven experience in finance, manufacturing, supply chain and HR strategy, project management and process analysis Low risk option with the benefit of thousands of CRM implementations drawing on a truly global resource pool of industry experts. Maybe you just think of us as a technology company? Our solution delivery experience is substantial: Proven world class delivery management at project and program level Business change management Process analysis and re-engineering Sales, marketing and service strategy Hardware expertise Infrastructure expertise. Leaders in Post go-live services Application support Performance measurement Performance management.

7

8 For more information, please contact: Jonathan Young IBM Global Business Services Mid-Market Sector Tel: ibm.com/gbs/uk/midmarket IBM United Kingdom Limited 76 Upper Ground South Bank London SE1 9PZ The IBM home page can be found on the Internet at ibm.com * IBM, the IBM logo, ibm.com are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both. If these and other IBM trademarked terms are marked on their first occurrence in this information with a trademark symbol (*), these symbols indicate U.S. registered or common law trademarks owned by IBM at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. A current list of IBM trademarks is available on the Web at Copyright and trademark information at ibm.com/legal/copytrade.shtml ** Microsoft, Microsoft Dynamics and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. Other company, product and service names may be trademarks or service marks of others. References in this publication to IBM products or services do not imply that IBM intends to make them available in all countries in which IBM operates. Copying or downloading the images contained in this document is expressly prohibited without the written consent of IBM. All products and/or services are subject to availability. This publication is for general guidance only. Copyright IBM Corporation All Rights Reserved. GBB03017-GBEN-00

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