Deliver a Superior Customer Experience. a social one.

Transcription

1 <Insert Picture Here> Social CRM Technology perspective on Business.. or the other way around? Daniel Burian CRM Presales Manager, Central Europe Deliver a Superior Customer Experience. a social one. As long as repeat business is important, and as long as customers have a chance to go somewhere else, employees must deliver high levels of customer satisfaction for a company to be successful. Claes Fornell, University of Michigan, Ross School of Business 1

2 Customer Advocacy In average it costs 5 times more to acquire a new customer than to keep an existing customer happy An increase in customer retention of only 5 percent can lead to profit gains of anywhere from 35 percent to 125 percent. The average unsatisfied customer will tell three other people to avoid the company LCV Lifetime Customer Value CRV Customer Referral Value Customers who are happy enough to recommend a product or service to others contribute an astonishing 25 times their LCV to the top line Evolving Customer Journey Complex Purchase Cycle Involving Many Interactions Research Shop Buy Pickup Service Web Comparison Site Buy Online Contact Center Chat Phone Order Issue Complaint In-Store Visit Retail Store Kiosk Local Store Return In-store Catalog Browse Catalog Begin Catalog Order Mobile Device Google Search Product Info Order Confirm w/rec Social Facebook Fan Club Read Reviews Share Experience on Twitter Troubleshoot On Community 2

3 Channel strategy and Customer Value Social CRM for Sales, Marketing and Customer Service Sales Contacts Social Networking Knowledge Base EFM Internally Externally Focused Focused Opportunity Management Customer SCRM Engagement Lead Management Product Review s Brand Awareness Social Monitoring Product Development 6 3

4 Service Matters More Than Ever Before 86% of customers will stop doing business with an organization after one bad experience 82% of customers will tell their friends about their bad service experience 60% of customers will pay more for better service Source: Harris Interactive, 2009 Customer Experience Impact Report Service Why is social media important? B2C Consumers are preferring social media over other channels, bypassing the contact center 2010 Buzzient, Inc 4

5 Bring Social Media INTO the Enterprise Solution example - Buzzient Buzzient harvests content according to you customer s brands/products And more Posts about problems, issues, sales interest, product opinion, feedback, etc. Buzzient stores and analyzes the related social media Social Media Analytics and Integration Platform Buzzient web app visualizes analytics and content Buzzient Analytics Oracle CRM On Demand Buzzient transparently integrates into Oracle CRM 2010 Buzzient, Inc Community Manager Dashboard 2010 Buzzient, Inc. All Rights Reserved 5

6 Service Request from Social Media Post 2010 Buzzient, Inc. All Rights Reserved Agent Responds From Within CRM OD 2010 Buzzient, Inc. All Rights Reserved 6

7 Outbound Response Tracked in Two Places 2010 Buzzient, Inc. All Rights Reserved Customer Reviews Response and Responds 2010 Buzzient, Inc. All Rights Reserved 7

8 Inbound Response as a Task 2010 Buzzient, Inc. All Rights Reserved Inbound Response Tracked in Two Places 2010 Buzzient, Inc. All Rights Reserved 8

9 Customer Response Merits Creating a Solution 2010 Buzzient, Inc. All Rights Reserved Agent Creates Solution From Response 2010 Buzzient, Inc. All Rights Reserved 9

10 Solution Added to CRM OD 2010 Buzzient, Inc. All Rights Reserved Analysis Social Media Sentiment v. Service Request Volume 2010 Buzzient, Inc. All Rights Reserved 10

11 Customer Value Added Services Model for Customer Self-Service Oracle e-billing E-Billing Previous Payment Summary E-Billing Account / Service Context E-Billing Current Statement Summary E-Billing Next Payment & Loyalty Oppty. E-Billing Unbilled Usage Report by Type Predictive Unbilled Usage vs. Plan Targeted Offers based on Profile & Usage Customer Resolution Consolidated Billing Automated Dispute Personalized Consumer & Business Reporting Interactive Business Hierarchy & Analytics Targeted FAQs and Offers 11

12 ATG ecommerce at Telefonica O2 CZ How Can I Sell More? Which types of customers are buying which products? Which Products? Which prospects most resemble those customers? What Customers? References Sales Which references can I use to help me close my deals? Competition Typical Sales Rep Who is my competition? What is my winning strategy? 12

13 Sales (wo)man of your dreams Has reliable contacts everywhere Knows the subject better than anyone else Is able to resolve any customer issue Can sell almost everything Always deliver Such a sales person is very difficult to find It s expensive to pay Often it s almost impossible to manage Parret s Rule 13

14 Sales process structure?? Grow Revenue Forecasting, Analysis, & Planning Lead Opportunity Quote Order Contract Compensate All Customer-Facing Channels Direct/Indirect Reduce Cost of Sales Oracle CRM On Demand Simple but Powerful CRM Solution (SaaS) 14

15 Marketing On Demand Marketing 2. Execute multi-channel campaigns 3. Drive to website & to targeted, personalized landing pages 1. Build targeted lists for precision marketing 4. Distinguish By Biz Rules To 8. Measure marketing ROI Prospect Insight Database 7. OR move to adaptive lead nurturing program 5. Move hot prospect to sales funnel 6. Push hot prospect to sales or contact center CRM OnDemand Marketing & Sales Funnel CRM On Demand Release 18 delivers a complete, enterprise-class marketing and sales solution to maximize the revenue funnel Lead Generation Lead Nurturing Lead Qualification Lead Acceptance Deal Support Closed Business Marketing Owned Sales Influenced Sales Owned Marketing Influenced 15

16 Integrated Marketing and Sales Increase the quantity of sales ready leads by automating the entire marketing process from initial contact to contract List Purchases Collateral Webinars Lead Generation Lead and Nurturing Capture Qualified Unqualified Opportunity Lead Tradeshows Other Data Sources Lead Gen Feedback Delayed Sales Win Response and Lead Automation Improve lead quality with validation, standardization, and data augmentation Automate scoring and distribution to sales channels Eliminate processing delays Responses Leads Validate Score Reject Route Augment Suppress De-Dupe SalesForce Call Center Response Management Lead Automation Sale Acceptance 16

17 Sales Enablement and Collaboration Insights from progressive profiling Inform sales about nurturing activity Sales able to give feedback and instruct marketing follow-up Real-time view of recent multi-channel interactions CRM OnDemand Marketing Dashboards, Reports, Ad-hoc Analysis Landing Pages Microsites Web Forms Web Tracking Personalization Automated multi-step campaigns and business rules Online / offline contact data Response processing rules 17

18 Megatrends Shifting How Business Is Done Customer-Driven Cloud Computing Cross-Channel Mobility Real-Time Decisions Social Media Social CRM Theme Conclusion The New Generation Demands and Value Up-sell and Cross-Sell works well for happy customers Customer Advocacy drives company long term future 4 play composite in customer advocacy Convenience Speed Relevance Relationship Social approach is a must 18

19 Customer Relevance Through 2012, more than 35 percent of the top 5,000 global companies will regularly fail to make insightful decisions about significant changes in their business and markets. Gartner 19

20 Embedded Contextual Analytics Embedded in CRM transactional system Analytics results within a transactional Applet / View Relevance Agent/Manager.. Role Based Analytics Customer Insights in context Role KPIs Contextual Links Real-time warnings and notification 20

21 Increasing Value Analytic Workflows Business Objectives / Issues Ensure Contact Center running smoothly Is Service Level OK? Are calls evenly distributed across call centers? Gain Insights What are the reasons customers are calling for? What campaigns are running by product type? Drill to Marketing Impact on Performance Take Action Secure additional staffing during campaign Driving Intelligent Interactions using Real Time Decisions Query, OLAP / DW Explore my data What should I do now, at the moment of contact Insight Driven Action What is my best opportunity? What should I do next? Performance Management How am I doing vs. goals? Intelligent interactions Transactional Reporting Here are your reports Generational Steps 21

22 Customer information Linda Johnson is recognized as a student holding two accounts with National. Dell s Siebel Implementation Delta SINGLE, GLOBAL INSTANCE OF SIEBEL 12% REDUCTION OF AGENT AVERAGE HANDLING TIME 900 MILLION RECORDS LOADED FOR INITIAL DATA MIGRATION 100+ Million Savings 30,000 TOTAL USERS ONE OF THE WORLDS LARGEST SIEBEL IMPLEMENTATIO NS REDUCTION IN REPEAT DISPATCH RATE 25% 4.6 BILLION RECORDS IN THE SIEBEL DATABASE SEAMLESS INTEGRATION WITH IVR, CHAT AND CONTACT SYSTEMS 17 TB CORE SERVICES DATA REPOSITORY 20% 80+ % OF KEY DATA ARCHIVED 70,000 SERVICE REQUESTS CREATED EVERY DAY 15,000 PEAK CONCURRENT AGENTS USING SIEBEL SOA INTERFACES IMPLEMENTED 22

23 Relationship matters the most Social networking is increasing the velocity of trusted information exchange and, in doing so, drives revenue acceleration... Rachel Happe, Research Manager, Digital Business Economy, IDC 23