Strategic planning of Customer Relationship Management of mobile users in Tehran state

Transcription

1 Strategic planning of Customer Relationship Management of mobile users in Tehran state Atousa Abbasnezhad, M.S. of Industrial Engineering Iran Telecom Research Center Abstract The objective of this article is, Strategic planning of Customer Relationship Management(CRM) on the basis of customer satisfaction criteria from service (mobile users). Customer perception is the basis of this research. By consideration of customer satisfaction criteria in a survey study, and Operational CRM characteristics in fields of service, marketing and sales, we planned the strategy of CRM for mobile users of Tehran State. Key Words: service, marketing, sales, CRM, strategy, satisfaction. Introduction In 21 century, telecommunication has an important role in economy and human life. Mobile users, receive too many services through their phones. Users perception from the mobile services can be interpreted to some strategies with consideration of customer relationship characteristics. CRM Definition CRM stands for Customer Relationship Management. It is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. [3] Customer Satisfaction Criteria Customer satisfaction criteria are the characteristics that effect customer satisfaction. These criteria are defined for high-tech services. Donald F.Blumberg in Managing High-Tech Services Using a CRM Strategy book has recommended some criteria.[8] The criteria of customer satisfaction are 20 characters. These characters are : Arrival time (start of service), service performance time, desired service completion time(total closure time), Technical assistance hotline, Guaranteed service completion time, Guaranteed service response time, on-site dispatch, Information services, package services, self service, asset & online billing, software support, employee satisfaction(despondence), service activation (system automation), one touch service, types of services, customer QoS / SLA, price- sensibility, time- sensibility, and quality-sensibility(service quality and performance). 1

2 CRM Structure CRM has 3 regions. These regions are Operational CRM, Analytical CRM and Collaborative CRM. Figure 1 shows three regions of CRM structure. The functionality of each area is as follows: [1] Operational CRM Operational CRM stands for Customer-facing applications that integrate the front, back and mobile offices, including sales-force automation, enterprise marketing automation, and customer service and support Analytical CRM Analytical CRM stands for Applications that analyze customer data generated by operational tools for the purpose of business performance Collaborative CRM Collaborative CRM stands for Collaborative services that facilitate interactions between customers and businesses. It helps to establish the lifetime value of customers beyond the transaction by creating a partnering relationship. Internet Mailings Telephone Personal WAP Customer Contact TV/Radio Interaction Center Communicationa l CRM Front Offic Back Offic Marketing Automation Supply Chain Management Sales Automation Data Mining Customer Data Warehouse ERP OLAP Service Automation Computer Integrated Manufacturing Operationa l CRM Analytical CRM Figure1. CRM Structure [1] 2

3 Focus on Operational CRM In this article we focus on Operational CRM that is the base of CRM and deals with customer care. No wonder most companies planning CRM projects begin with the goal of improving customer support. If anything can affect customer s experience, it is the service or lack of it. [8] Operational CRM is a base of CRM that collects the data from Collaborative CRM portals. The results of Operational CRM, analyze in analytical CRM segment. Operational CRM involves customer-facing business functions. Usually pertains to sales force automation, marketing automation and customer service that involves direct customer interactions that can be recorded for back-office analysis.[8] Collaborative CRM enables a two way dialog between a company and its customers, through a variety of channels, to facilitate and improve the quality of customer interactions. [8] Analytical CRM is the area of CRM that involves analysis to optimize customer-facing business processes and revenues. [8] Operational CRM Characteristics Means supporting the so-called "front office" business processes, which include customer contact (sales, marketing and service). Tasks resulting from these processes are forwarded to employees responsible, information necessary for carrying out the tasks and interfaces to back-end applications are being provided and activities with customers are being documented for further reference. [15] See figure 2 that shows the3 main areas of operational CRM. Sales Force Automation (SFA) Customer Service and Support (CSS) Enterprise Marketing Automation (EMA) Figure2. Three Areas in Operational CRM [1] 3

4 Customer Service and Support (CSS) Customer Service and Support evolved, the "customer interaction center" (CIC), using multiple channels (Web, phone/fax, face-to-face, kiosk, etc). Internal helpdesk and traditional inbound call-center support for customer inquiries. Some of CSS characteristics are: Problem Management, customer reports on demand, Interface to inventory, predefined link to resource planning, predefined link to supply chain, quality assurance, Service Level Agreement(SLA) tracking. Enterprise Marketing Automation (EMA) Enterprise Marketing Automation is the execution side of campaign and lead. Demographic analysis, variable segmentation, and predictive modeling occur on the analytical (Business Intelligence) side. The intent of EMA applications is to improve marketing campaign efficiencies. Some of EMA characteristics are: Market research, profile, database, telemarketing, campaign. Sales Force Aautomation (SFA) SFA tools are designed to improve field sales productivity. Critical functions are lead/account, contact ; quote, forecasting, sales administration and etc. Key infrastructure requirements are mobile synchronization and integrated product configuration. Some of SFA characteristics are: Online requesting, customer Analysis, of communication channels, promotion pricing, revenue prediction, sales prediction, usage prediction, order, contact center. The model of Research The aim of this research is, planning of CRM strategy for mobile users in Tehran state. The essential functions of customer satisfaction are the input of our model. The first research community was the employees of customer contact in Tehran state that consider the main requirements of users. Between 200 employed persons in customer contact, 70 persons replied to our questionnaire. In this questionnaire had been determined, the importance degree of satisfaction criteria, for customers. We used 5 point likert scale to leverage the items. As we study on CRM strategy, the CRM Characteristics considered, in three levels. These characteristics are in segments of service& support, Marketing and sales. The second research community was the managers of customer contact in Tehran state that by consideration of CRM characteristics in the system, answered our questionnaire. This questionnaire had been determined, the importance degree of CRM characteristics that exist in the current system. We used 5 point likert scale to leverage the items. Another part of the model is, society impact (the competitors and innovative technologies). Finally the last part of the model is, planning the strategy. This part arranged based on mission and vision, objectives, and market of TCI( Mobile company). For planning the strategies, in this model, data collect from other parts of the model. See figure 3 that demonstrates the final model. 4

5 Factor Analysis of Customer Satisfaction Criteria Customer satisfaction criteria are analyzed by Factor Analysis method, that is a statistical method, we find the impact of all 20 characters on 5 essential functions (components). The essential 5 functions (components) are irrelevant from each other and demonstrate 65% of eigenvalue. The 5 components that resulted from satisfaction criteria are: service Quality, Guaranteed connection, estimation of cost, managing of information, online response. Results The Results of research are based on 3 main aspects: 5 components are essential functions that reflect customer satisfaction CRM Characteristics in segments of service& support, Marketing and sales mission and vision, objectives, and market of TCI The result strategies are as follows: Service& support strategies Automation of processes in Mobile communication Company [9, 10, and 11] Modification of Network for increasing of users Marketing strategies Positioning in market for offering the services [9, 10, and 11] Sales strategies Designing of Promotion programs Increase of Customer care in organization 5

6 Customer criteria Operational CRM Society impact -competitors -innovative technologies Marketing a. problem Management b. customer reports on demand c. Interface to inventory d. predefined link to resource planning e. predefined link to supply chain f. quality assurance g. Service Level Agreement(S LA) tracking Sales a. market research b. profile c. database d. telemarketin g e. campaign. Service & Support a. online request b. customer analysis c. of communicatio n channels d. promotion pricing e. revenue prediction f. sales prediction g. usage prediction h. order i. contact center. Strategic Planning for CRM Service& support strategies Automation of processes in Mobile communication Company Modification of Network for increasing of users Marketing strategies Positioning in market for offering the services Sales strategies Designing of Promotion programs Increase of Customer care in organization Figure3. Model of Strategic Planning for CRM 6

7 References [1] Enhanced Telecom Operations Map (etom) The Business Process Framework, GB921, TM Forum Approved/Version3.0, and June [2] System Integration Map, GB 914, Public Version2.5, August 2002, TeleManagement Forum [3] What is CRM? By Stewart deck, [4] Customer Relationship, Paul Gray and Jongbok Byun, March 2001, [5] [6] [7] The CRM Handbook, A Business Guide to Customer Relationship Management, Jill Dyche, May [8] Managing High-Tech Services Using a CRM Strategy, Donald F.Blumberg, 2003 by CRC Press LLC. [9] Customer Relationship Management, A Strategic Imperative in the world of e-business, Stanley A. Brown, [10] Avoiding CRM s Common pitfalls, 2003, By Craig Bailey, President and Founder of Customer Centricity, Inc. [11] CRM Case Study - The Analytics That Power CRM at Royal Bank [of Canada].pdf [12] [13] 7