CRM. CRM approach. CRM approach. Customer Relationship Management. Definition. Customer becomes core aspect of commercial strategy The company

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1 Customer Relationship Management CRM Definition An approach Supporting tools 2 CRM approach [Seybold 1998, 2000] Integrated and structured process to interact with customers Goal: build with customer long term relationship, increase his satisfaction, increase value of company for him/her and viceversa CRM approach Customer becomes core aspect of commercial strategy The company Makes access to product/services as easy as possible Produces customized offers Provides complete access, from pre-sale to post-sale Collects complaints and suggestions 3 4

2 CRM - tools CRM approach not feasible without tool support CRM starts with Siebel (1993) SCM ERP ERP CRM CRM paradigm Multichannel Customer accesses company through any channel Web, call center, counter, (mail) Uniqueness of data and service Access is consistent through all channels Data (on product, on customer) is the same and does not depend on channel End to end service chain Front end: contact with customer (CRM) Back end: service provision, delivery, administration 5 6 Service chains Can be more or less complex Level 1: reservations Level 2: product sale Level 3: customer care Ex.: reservations Health services, flights, movies.. Database with availability of product/service + (multichannel) front end Simple service chain Sale of right to a service (no service/product itself) 7 8

3 Ex.: E-commerce Computers, books, music Complete service chain Sale of product + delivery Amazon Sale of product + production + delivery Dell Ex. Customer care Telephone services, Complex service chain to assist customer after sale 9 10 Evolution of tools 80 s Sales Force Automation (SFA): tools to support salesperson 90 s Toll free numbers, call centers Informational services Reservation services Airlines, health services After sales support (help desk) Sales (tele selling, tele) 1995: WEB Informational sites Sales B2C( ) B2B(CISCO) 00 Integration of SFA, call center, web into CRM suites 11 12

4 CRM, needs Number of customers Frequency and contuinity of contact Insurances Utilities PA HEalth Transport Turism Consumer Market Commodities Durable goods Banks TLC Beni Strumentali Pharmaceutical Hi Tech High Low Not all business domains have the same need for CRM, that depends on Intensity of relationship with customer (frequency of contact, duration of contract) Size of customer pool Loyalty of customer Multichannel or not Low High CRM tools: key functions Logistica Commerciale Commercial logistics Contatto cliente Inbound & outbound (tele) Customer care Supporto post - vendita + gestione lealtà Also offered by ERP tools Support for multichannel interaction w customer Inbound, outbound After sales Analysis of customers (analytic CRM) Analisi comportamento del cliente (CRM CRM : modules Salesperson Call center Internet back-end modules (ERP) Execute requests from customer Manage customer Front-end Modules Data Clients, Products Campaigns and Analysis (Analytic CRM) Support to contact w customer, on all lifecycle and all channels Support to processes 16

5 CRM, db Sales Force Automation channel Salespers on back-end Call center Data Campaigns Internet Analytic CRM Planning and control Prospects, actual sales Interaction customer vendor Offers Offer templates Offer validation History SFA: process Internet channel CONTATTO DIRETTO DEL CLIENTE LISTE CLIENTI La Sede acquisisce il Cliente L operatore di Sede registra l anagrafica del cliente La Sede assegna il cliente al venditore E generata un opportunità per il venditore Invio SMS Invio MAIL Sono generati i moduli E creato l ordine Il venditore sviluppa la trattativa con il cliente I moduli sono trasmessi al Call Center L Operatore di Call Center registra l Offerta Customer Data Venditore Telefono Internet Moduli backend Dati Clienti e Prodotti campagne e Analisi cliente (CRM Business vs Consumer customers General informations, Catalogue of products Purchase: suggestion of products, configuration, shopping cart, checkout Information on all transactions of the customer, and their state After sale: complaints and suggestions Log of all customer actions 19 20

6 Internet channel Call center channel 21 Venditore Telefono Internet Moduli backend Dati Clienti e Prodotti campagne e Analisi cliente (CRM CTI - Computer Telephone Integration) IVR (Interactive Voice Response) ACD (Automatic Call Distribution) Voice recognition Caller recognition Speech to text Functions 1. Information on company and products 2. Purchase 3. Status of purchases or other transactions 4. Complaints 5. History of interactions with customer 6. Tele inbound outbound, following scripts 22 Ex.: Customer Care Analytic CRM Numero Customer Care Telefono Numeri verdi Internet Documentale ISP Toolbar Telefonica (gestione chiamate) Inoltro richieste non evadibili in linea Call Center 181 Emissione O.S.: in automatico tramite automa (ISDN mononumero / on-line da operatore) Back Office Scheda Cliente Cap. Reparto/Addetti Dati Cliente Stato avanzamento O.S. Tracking on line Richiesta O.S. Guasti, O.L. Invio comunicazioni enti interni/ esterni Fax Fax Server Server Scheda Contatto DWH Sistemi Sistemi Legacy Legacy (TGU, TLD, (TGU, GSRI) TLD, GSRI) Venditore Telefono Internet Moduli backend Dati Clienti e Prodotti campagne e Analisi cliente (CRM Data from data warehouse Functions 1. Segmentation indexes (profitability etc) 2. Data mining to compute predictive indexes 3. Reports on customers, production of dashboards 4. Definition of segments, customers per segments 23 24

7 Analytic CRM: architecture s enewsletters Web Offers echannel Sales Call Center Field Service Campaign Execution Real Time and Batch Campaign Mngt Segmentazione ILLUSTRATIVA Customer Data Estrazione & Trasformazione Data Warehouse Mining ERP / Back-office Dati esterni Campaign management Campaign management : flow Venditore Telefono Internet Moduli backend Dati Clienti e Prodotti campagne e Analisi cliente (CRM Planning and execution of campaigns Functions: 1. Selection of customer lists 2. Design and plan campaign 3. Transfer data from anaytic CRM to operational IS Altre informazioni: reclami, comportamenti,... Sistemi di Business Intelligence Call Center Profili Indici per scheda cliente Liste contatti Offerta Contatti Adesioni Comportamento rispetto al canale/contatto Campagne Contatti Adesioni Comportamento rispetto Contatti al canale/contatto Adesioni Comportamento rispetto al canale/contatto Liste contatti Offerta Informazione al cliente Canali cliente , Web, Sms, Portali,

8 Campaign: workflow functions CRM vendors ILLUSTRATIVO CRM vendors Fullliners: suite ERP + CRM + BI Peoplesoft SAP, ORACLE Analytic CRM, Business Intelligence SAS BO Others: Data Mining / Text Mining suites Telephone technology vendors Pure CRM Vendors SIEBEL Leader Vertical suites (TLC, Banks, etc) AMDOCS Billing suite CRM (based on suite Clarify ) Targeted to TLC, Utilities KANA Pure CRM (no billing) Modules for campaigns, ,.. Epiphany Pure CRM TLC, Banks, Hi-Tech, Mfg, Consumer ecc. Onyx Pure CRM Financial + Hi tech 3 portals:customer, Employee, Partner 31 32

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