Welcome to ICMI s Customer Relationship Management Study Course We will begin the session shortly. Today s Agenda CRM objectives Supporting call center objectives CRM strategies The call center s value proposition perational models Keys to aligning people, processes and technology 1
5.1 Customer-Driven bjectives Help drive activities, priorities and expectations Are developed with customer s viewpoint in mind Customer satisfaction and loyalty data ther sources? Link to CRM strategy Support the organization s vision Identify problems and trends 5.3 rganization-wide bjectives Customer satisfaction and loyalty Customer value Customer retention rate Wallet share Customer acquisition/ market share verall revenue Sales per customer (or revenue per customer) Products or services per customer Upsell and cross-sell ratios Marketing costs and/or response rates Quality of customer data gathered and maintained Number or percentage of preferred customers Employee satisfaction Define the objectives in red 2
5.7 Call Center bjectives Assess: Quality Accessibility Efficiency Cost performance Strategic impact Uncover problem areas Determine trends Measure customer satisfaction Note: Know which objectives fall into which categories Your Perspective n Supporting Call Center bjectives Assignment Review 3
5.13 S rganizationwide CRM Strategy Strategy makes the whole greater than the parts The CRM vision drives strategy Summarized as three key initiatives: Make it easy for customers to do business with the organization Consistent service regardless of access channel Capture and use key customer data Create personal, customer-specific relationships (personalization) Identify profitability of customers and provide appropriate service options 5.22 The Call Center s Value Proposition Support the strategies of other business units Maximize i customer satisfaction & loyaltylt Services based on segmentation strategy Measure customer value Deliver great customer service Customer complaints lead to improvements Increase quality and innovation through customer feedback Enable effective marketing strategies Improve products and services through customer intelligence Continued 4
5.22 The Call Center s Value Proposition Provide the efficient delivery of customer service Reduce repeat contacts Things are done right the first time Employees are empowered to make decisions Encourage the appropriate use of self-service systems Increase revenue when appropriate 5.24 Example perational Models perational excellence Providing the best total cost (through a combination of quality, price and ease of access) Product leadership Providing the best product Customer intimacy Providing what loyal customers need and want 5
Aligning People, Processes and Technology 5.25 Insufficient alignment efforts will cause your customer relationship management initiatives to fail Using a balanced scorecard approach keeps long-term strategic objectives in focus. 5.30 rganizational Design The organization s mission and strategy drive the structure re Agent groups form the foundation of call center structure Support positions are enablers The structure facilitates branding Note: physical restraints t do not have much impact with available virtual technology 6
Assignment for Section 6 Cross-Functional Leverage, Section 6 Exercises at end of Section 6 Call center value case study Quiz Suggestion: Review previous quizzes and reread difficult material www.icmitesting.com 7