Making Customer Management SaaS Solutions Mobile ---------------------- A brief history of CRM -------------------------- A glimpse of the future
The Beginnings of Computer based Customer Relationship Management 1987 First contact Management Application launched ACT!( still deployed as Sage ACT!) by Conductor Software Early 90 s Sales force automation begins with lead tracking and sales pipeline management
The journey continues 1993 Siebel Systems enters the market (Tom Siebel ex Oracle) Later bought by Oracle for 5.5 Billion! 1995 The term CRM is coined, usually attributed to Gartner 1997 ERP vendors begin expanding into Front Office either through acquisition or in house development
Further expansion 1998 CRM moving to a wider sphere of operations including sales, service and marketing Siebel acquires Scopus adding leading call centre technologies to the service offering to keep up with the market CRM goes mobile (Siebel Sales Handheld) limited functionality
Salesforce.com arrives 1999 - Salesforce.com enters the scene as the first major player in the Software-as-a-service (SaaS) CRM space (Breakthrough in SaaS) Launched in San Francisco this heralded the beginning of the End of Software Revolution 2000 SAP, Oracle and Peoplesoft all release mobile applications
A Bubble bursts 2001 Dot com bubble bursts,crm market retracts Oracle revenue drops by 25% 2003 Microsoft enter market with Dynamics CRM, which has strong integration with other MS products
Opensource CRM arrives 2004 - Sugar CRM becomes first major open source CRM vendor and achieves significant market penetration in the early adopter and price conscious organizations Subsequently rolled out as a cloud based version 2005 All n One set up J
Amazon! 2006 Amazon launch EC2 the first widely available cloud computing service Oracle acquire Siebel 2007 Salesforce launches Force.com
Social CRM arrives 2008 Only 5 years ago Facebook and Twitter arrived on the scene, leaders of the social media revolution by doing what had been done before but so much better and on a huge scale All n One launched Business Express to the Irish Market J Switch in focus from transaction to interaction
Proliferation of Services 2009 A plethora of Mobile solutions are launched in the CRM space Take up is projected to rise dramatically as early security issues are addressed, and the total cost of ownership of Mobile and SaaS solutions bring financial benefits to recession hit organisations in the developed world..the revolution continues.
Using Mobile Solutions to Manage Customers and customer relationships
Why Customer Management? Build Loyalty Know your Customers Keep profits Become a trusted Advisor Reduce costs of acquisition Build needs based Analysis and deliver to the identified need
1. Get more out of your established customers. A fraction of the effort to keep existing customers than to generate new ones A fraction of the cost to look after existing customers than to generate new ones Much easier to get meaningful product/service feedback fro existing customers
2. Identify and concentrate on your best customers. Ensure you have the CRM analytic capability to slice and dice not just by revenue, but by profit stream sometimes outcomes are surprisingly counter intuitive Focus on the highest margin returns, particularly in recession you need to get the best possible return per sales hour
3. Target your customer development efforts. Use CRM to produce a detailed lead analysis, focus on hunting where the ducks are, on the famous low hanging fruit Identify where each potential client is in the buying cycle and allocate effort accordingly
4. Keep your existing customers loyal. In tough times your existing customer base id Gold treat it that way, use your CRM to keep your promises and to meet your clients demonstrated needs Commonly promises are forgotten use your CRM to make sure they are remembered and delivered to the customer
5. Work smarter, not just harder. CRM lets your sales and customer support teams work with the most up to date customer information, this allows you to optimize service across multiple channels and most importantly maximise revenue
What do you need?
Easy to access Easy to read Complete information Simple prompting logic Consultative selling 1. Get more out of your established customers. 2. Identify and concentrate on your best customers. 3. Target your customer development efforts. 4. Keep your existing customers loyal. 5. Work smarter, not just harder.
Technology Considerations
Data security (don t keep it on the device keep it in the cloud) Up to date records of contact Integration with other back end services (such as SMS,email and order processing) 1. Get more out of your established customers. 2. Identify and concentrate on your best customers. 3. Target your customer development efforts. 4. Keep your existing customers loyal. 5. Work smarter, not just harder.
Audit logs and compliance (don t keep it on the device keep it in the cloud) Printing costs Notification and confirmation services (such as SMS,email and order processing) 1. Get more out of your established customers. 2. Identify and concentrate on your best customers. 3. Target your customer development efforts. 4. Keep your existing customers loyal. 5. Work smarter, not just harder.
Real Time management reporting Reduce needs of having to have meetings and get on with selling 1. Get more out of your established customers. 2. Identify and concentrate on your best customers. 3. Target your customer development efforts. 4. Keep your existing customers loyal. 5. Work smarter, not just harder.
Using BE as an example Secure hosted solution ( 100% uptime since go live) Access wherever the internet exists Full e learning and testing capability - CRM delivery in all locations call centre retail field sales Quality Assurance, both process and people
BE as an example part 2 CRM databases linked to training material and knowledge bases Data Aggregation ( Meta Data) Multiple sources single report outputs And so much more J
And now for a quick look into the future
Some key changes predicted in the next few years The Future of Mobility
1. 3D Display and 3D Web Browser The Future 1 of Mobility 1
2 Biometric authentications The Future of The Mobility 2
Smart phone will become your wallet The Future of Mobility 3
Your ultra intelligent agent will get smarter The Future of Mobility 4
Some advanced Smart phones will become screen-less The Future of Mobility 5
Smart phones will interface with Smart Surfaces The Future of Mobility 6 Source Daniel Burrus Burrus Research The Sauce.net.au 2013