Customer Relationship Mngt A primer

Transcription

1 Customer Relationship Mngt A primer Role and scope of CRM systems in enterprises Architecture of CRM systems The CRM paradigm CRM examples -1-

2 CRM position in ES ES taxonomy Dash Rep DSS Plan Exec Mon Ctl ES Architecture Info C o n t a c t C / a S r p e rl ( ol S m( e os r ta v el i ( e c ms e a ) r k e t i n g ) CRM systems respond to the need of supporting the interaction with customers during their whole life cycle. Plan/analyze -2-

3 Architecture of CRM systems Presence Voice Web Mail Custmer & Products Database ERP back-end and Legacy systems Marketing & Management Warehouse Marketing & Campaigns Analytics Manageme nt reporting -3-

4 CRM modules Presence Voice Web Mail /text Promote / contact Contact plan Outbound activities Banner &web profiling Mailing Campaign Sell Order entry / billing Order entry / billing Portal Order entry / billing Care Traditional Care systems Inbound activities Forum Collaborative Traditional Care Systens Plan / Analyze (BI) -4-

5 Channel: presence (face to face) Salesman can be assisted by a proposal configurator, especially for complex products and services and / or submit to the customer a proposal a proposal tailored to his/ her profile (profiling) Customer contact Customer Lists Order forms are generated Forms are forwarded to HQ HQ acquires the customer HQ clerk records forms An order is created HQ clerk records customer s master data Customer data HQ assigns the customer to sales man Salesman negotiates with the customer -5-

6 Channels: Voice (contact center) Customer Care Phone number Toolbar (call management) Customer data Forward communications to internal / external organizations Fax Fax Server Server Contact Center Contact Card Paper forms Forward request that cannot be fulfilled on line Issue of Work Order Back Office Work Order Prorgress. Sistemi Legacy Legacy System (TGU, TLD, -6-

7 Channel: web -7-

8 Other Channels Text The customer communicates by a text on paper via fax, SMS or . This channel implies a quite complex work and it is used in business to business environments. I text mining software enable to interpret texts and to identify potential actions -8-

9 The CRM database : a simplified schema Order Product/ services Master Info : Customer, Products/ services, Actors Event Info : Contacts, Events, Transactions Analytic Info: Dynamic and static indicators on customers, actors, products, processes Customer Customer-Id Item-id Item-Price Item-Qty Item-Amount Order-Data Order-shipment-date e Order-status Codice-articolo Descrizione Prezzo Agent-id Agent Business Fiscal-Code HQ Etc. Consumer Fiscal-code Address Contact Contact-id Agent-id Contact-date Contact-description Contact-status -9-

10 A real data base schema of a simple CRM In the Health Care database SDO (the transaction by which a patient is released) is linked to the patient master information and to the materials and to structures and actors of the business process that include several subtypes

11 Analytic and management CRM Management support Customer Service KPI Profitability KPI Customer Satisfaction KPI Information on Business Processes Analytic Information on Customers Voice channel (call / contact center) Web Channel (selfservice ) Agent Channel (physical cannel) Operations Support Transaction Data Analytic Information Customer Profiling Analytics to Operations Integration Analytic Support - 11-

12 The CRM paradigm The CRM paradigm is alike ERP (Modularity, Best practice, Shared data) and with some peculiarities Multichannel Customers choose every time the most convenient channel Ideally the access is ubiquitous and 24/7. Completeness and uniqueness of product and customer information. All the information on customer and products is available to every channel, regardless the channel that created it. Service Chains CRM systems assure service chains end to end end-to-end from front end to back end Specifically back-end systems (should) get the service request from front end systems, provide requested services and perform related administrative activities - 12-

13 Customer Service chains and multi-channel access Requests BACK-END provision delivery administration Feed-back FRONT-END - 13-

14 Customer care : a utility CUSTOMER CALL CENTER Request collection and analysis Work order creation and appointment setting Tracking of work order status Claims management OPERATIONS MANAGEMENT Wok planning Work assignment Electrical network monitoring The care system support a complete service chain Customer care systems are typical of enterprises with a long term relationship with customers Feedback Feedback WORK TEAMS Work order acceptance Work execution Work order report Additional on site nformation

15 An e-government system Citizen or Enterprise Fill application Municipality Check application completeness & correctness Check application request versus the urban plan Check with Local Health Care Authority Check with Land Management Authority Check with Fireguards Approval / Rejection Check with Land Registry Communicate to the applicant Other Government Bosdies Bill permit fee - 15-