CRM. Best Practice Webinar. Next generation CRM for enhanced customer journeys: from leads to loyalty

Transcription

1 CRM Best Practice Webinar Next generation CRM for enhanced customer journeys: from leads to loyalty

2 Featured guest speaker Leslie Ament SVP Research and Principal Analyst at Hypatia Research Group and Board Member, Journal of Applied Marketing Analytics

3 Next Generation CRM for Enhanced Customer Journeys: From Leads to Loyalty Leslie Ament, SVP & Principle Analyst Hosted by bpm'online

4 Next Generation CRM for Enhanced Customer Journeys About Hypatia Research Group Research Overview & Methodology: MARKET Research Findings: Usage, Performance Benchmarks, Metrics & the Right Stuff Challenges & Solutions Return on Investment is Real Best Practices: Case Study Contact Info Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

5 Hypatia Research Group Covers: Enabling Technologies, Processes & Services End-Users Utilize Customer Data Integration Data Quality Customer Identity Authentication Risk Analytics CRM / Call Center Digital Marketing Web Analytics Voice of Customer Social Media Voice of Customer / EFM CAPTURE Information Management Customer Interaction Management MANAGE APPLY Best Practices / Market Intelligence Business Intelligence/ Analytics ANALYZE Management Consulting KPI s Performance Metrics Operationalization of Business Processes 2016 Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting Text/Speech Analytics Social Intelligence Big Data Analytics Content Mining Advanced Analytics

6 Customer Centricity Defined Hypatia Research Group defines a business as customer-centric when its corporate environment organizes its offerings, operational processes, pricing models, and customer engagements & interactions around the requirements, preferences and future desires of its customers. Please see our usage policy at: Hypatia Research Group. All Rights Reserved Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

7 Is This is Your Organization s Approach to Customer Engagement & Interaction Journeys? Then Next Generation CRM Should Improve Customer Engagement & Foster Loyalty 7

8 Market Pressures Customer expectations for a seamless, frictionless interaction regardless of the channel they select; Competing for loyalty, share of wallet in a global marketplace; High levels of fragmentation among solution providers; How to provide real-time / in moment response; Rapid customer adoption of mobile phones, tablets and devices; Shifting a corporate culture from the inside-out (resource optimization) to the outside-in (customer-centric); 16.7% cited transformation of a siloed organizational business structure and cultural mindset as priority one; 11.1% cited determination of how to organize internally cited as priority one Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

9 Customer Recognition Across Multiple Channels: Engagement Priorities Proactively uncover potential issues, make appropriate course corrections, and resolve customer complaints before they escalate Not Critical or Important Important & Useful Critical for our business 2015 Hypatia Research Group. All Rights Reserved. Not Essential for Investment Important High Priority for Investment 0.00% 50.00% 50.00% 0.00% 83.30% 16.70% 0.00% 20.00% 80.00% Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

11 Blended Engagement Channels + In Moment Interaction = Best Practice 100,00% 90,00% Ease of Customer Communication by Channel YES In Process NO 7,40% 8,60% 8,20% 3,50% 3,50% 4,30% 16,90% 20,00% 25,70% 27,20% 27,20% 80,00% 70,00% 60,00% 11,70% 10,30% 5,10% 5,80% 10,70% 50,00% 40,00% 89,10% 87,90% 87,40% 30,00% 71,50% 69,80% 69,10% 67,10% 62,10% 20,00% 10,00% 0,00% Support Call / Contact Center Telephone Social Media Networks Online Social Community Live Chat Mobile SMS or Text Mobile Surveys or Polls 2016 Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

12 Utilize ALL Information Sources: Internal & External to Engage Intelligently Multichannel Customer Journey Engagement=> Customer Loyalty 12

13 Enhancing Customer Journeys with Next Generation CRM Cloud/SaaS based CRM with sales, marketing, customer service and support all sharing view of customer information; Ability to enhance/configure dashboards by role, function or industry; Availability of numerous sources of customer information to guide engagement; Advances in customer data integration & in-moment analysis techniques and proliferation of application program interfaces (APIs); Expertise sourced from consultancies, vendors & agencies; Transforming into a truly proactive customer-centric enterprise requires outside-in process design (customer focused), rather than inside-out (employee focused) Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

14 Prioritizing Real Change Requires Organizational Design & Cultural Flexibility Internal Business Transformation Customer Centricity Enabling Technologies Externally Focused Business Process Innovation 2016 Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

17 Customer Journey with BPM Omni-channel customer engagement Embedded Business Process Workflow 2016 Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

19 Return on Investment is Tangible >5% ROI, Customer Service & Support Leads (32%) >5% Customer Retention (31%) Customer Service & Support Enhancements Customer Retention 2-5% More than 5% Less than 2% Return on Marketing Investment (ROMI) 70% 60% 50% 40% 30% 20% 10% 0% Source: Hypatia Research Group, LLC. All Rights Reserved. Cross-Sell / Upsell Increase >5% Operational Process Improvements (27.4%) Operational Business Process Improvements Top Line Revenue Increase Bottom Line Revenue Increase >5% Customer Loyalty Increase (31%) Customer Advocacy, Loyalty or Satisfaction Enhancements Customer Acquisitions >5% Customer Acquisition (30%) 2016 Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

20 Enhancing Customer Journeys: From Leads to Loyalty Having determined which touch-points within the customer s journey would be most informative for measuring customer engagement, potential for greater share of wallet, commitment or dissatisfaction with its brand or services, the Telco focused on these six areas which extended across functions and departments. Sales to consumers: The journey from initial contact to conversion. Installation scheduling and completion for consumers: The process from start to finish. After receipt of first bill: Were services as described and billing correct and easy to understand. Two months after installation: Survey of six questions is sent to ascertain if service and options are clear and easily understood and if information is easy to find online. Inbound calls to call center and back office performance: Were interaction and issue resolution professional, timely and accurate? Random sampling of customers to elicit input at various customer touch-points and journeys to discover any insights or issues to resolve Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

21 Summary: European Telco Spent 2 years researching and planning to achieve an enterprise level Customer- Centric Approach What metrics to use and why? When, how often, and what to measure? Importance of customer relationship measurement to prevent migration or churn Operations responsible for customer journey mapping and decisions regarding improvement of closed loop business processes. Use all customer information available: CRM, Call Center, Sales, Transactions, Education, Knowledge Management, etc 2016 Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting Source: 2011 Hypatia Research, LLC 21

22 Recommendations: Proactive customer engagement & journey design processes Increases customer loyalty levels; AND Reduces customer migration rates leading to increased top line revenues; Provides visibility into prospect stage, volume, channel and issues via interactive dashboards, reporting, engagement routing and employee workflow optimization; Reducing customer effort scores (CES) show a positive impact on customer satisfaction index (CSAT) scores as well. Know what metrics to use and why? also when, how often, and what to measure? Use all relevant customer information available: Social, CRM, Call Center, Mkt. Sales, Transactions, ERP, etc Cloud based deployments are often more cost effect and may decrease data integration issues Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

23 Recommendations: Reduce customer effort: Design business process workflows from the outside-in by focusing on the customer; Improve lead to prospect to customer interaction experiences across ALL channels of engagement via blended experience ; Consider CRM solutions architected on a single data repository or platform so that nearly ALL customer information is available for visual analysis via dashboards; Intelligently respond throughout the engagement journey with guided intelligence via contextually relevant and in the moment interactions; Consider whether inbound & outbound voice, social media monitoring, , forums, online chat, and SMS) quality management, knowledgebase, service desk, and/or feedback tools as well as multi-channel case tracking with end-to-end reporting would improve operations? 2016 Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting

24 Q & A Hosted by bpm'online Next generation CRM may be the right tool to transform your business into a customer-centric enterprise providing a seamless consistent experience while your prospects and customers make the journey from a lead to loyalty. --Leslie Ament, SVP Research & Principal Analyst Hypatia Research Group M: O: la@hypatiaresearch.com Hypatia Research Group. All Rights Reserved. November 10, 2007 Hypatia Market Research & Consulting 24

25 Presenter Michael Rooney SVP and General Manager at bpm online

26 Customer journey Awareness Consideration Comparison Decision Purchase Service Buyer #3 Buyer #2 Buyer #1 Marketing Sales Service

27 Awareness Consideration Comparison Decision Purchase Service Buyer s view Marketing Sales Service

28 Awareness Consideration Comparison Decision Purchase Service Buyer s view Seller s view Marketing Sales Service

29 Awareness Consideration Comparison Decision Purchase Service Customer journey: Omnichannel Mostly digital Social The processes should be: Intelligent (self-adaptive) Predictive (next best action, next best offer) Integrated Marketing Sales Service

30 Lead Lead generation Lead qualification Lead distribution Hand-off to sales Qualification Needs analysis Presentation Proposal development Proposal submission Negotiations Contracting Closing Order entry Order confirmation Order fulfillment Case Management Problem management Knowledge management

31 Lead Lead generation Lead qualification Lead distribution Opportunity Hand-off to sales Qualification Needs analysis Presentation Proposal development Proposal submission Negotiations Contracting Closing Order Order entry Order confirmation Service Order fulfillment Case Management Problem management Knowledge management

32 360 customer view Segmentation Lead management Lead scoring Campaign management Omnichannel communications SMS Events Web-to-lead form Social media Loyalty / reward program management Mobile capabilities for loyalty management Opportunity management Orders and invoices Sales forecasting Products and services Collaboration tools Quote management Contract management Document flow automation Project management Field sales Mobile sales Omnichannel communications Contact center Case management Knowledge management Problem management Service catalog management Service level management Feedback management Field service Customer portal ITIL processes

33 One platform, single interface, interconnected processes

34 Process-driven CRM 1Gain the agility to change processes in the CRM faster than ever 2Align marketing, sales and service on a single CRM platform

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39 What will move enterprise software into the driverless mode? Intelligent business processes!

40 An intelligent process defines The branch of the process to guide the user through to achieve the best possible result Text mining The best communication channel for case resolution The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The process offers the most efficient sales strategy based on the information about the competitors that were specified in the opportunity The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. Preferred communication style what script to use with the customer The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. Preferred communication style what script to use with the customer The best time to approach the customer The process ensures the ongoing nature of communications with the client, not letting the agents The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The best time to abandon the client to approach the customer, respond to Intelligent case routing customer request The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. Preferred communication style what script to use with the customer The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The best agent for case resolution The best time to approach the customer The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields. The best time to approach the customer Capacity prediction The process is independently regulating the timing and ensures the allocation of the guaranteed time spending for the given fields.

41 Key facts Key facts Number of employees in R&D Number of employees 12 Years in business 270 SCRUM Teams Number of customers 6,500 Partners around the world 400 Global Offices US, Europe and Australia

42 Awards and recognition Continuous attention to technical excellence and good design enhances agility

43 Leslie Ament, SVP Research and Principal Analyst Hypatia Research Group LA@hypatiaresearch.com info@bpmonline.com 60 State St, Suite 3700, Boston, MA