3 tips for fast and successful start of your crm...
TRANSCRIPT
Neda Hitsova Marketing Manager
ICB – InterConsult Bulgaria
3 Tips for Fast and Successful Start of your CRM Project
How to Win the Battle for Customers…
…using the latest technologies, industry know-how and professional Dynamics CRM solutions
Local partner and solution integrator
Banking solution provider and advisor
CRM Platform supplier
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What are the greatest challenges in your bank for starting a CRM project?
Question
IT Business
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3 Tips for Fast and Successful CRM Start
3. Step by Step Approach
2. Align Business with
IT
1. Build the Case
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Tip 1: Build the Case in your Organization
Challenges
• Having unrealistic expectations for project success
• Budget is not allocated
• Lack of supporters in the organization
Our Solution
• Define CRM project goals
• Calculate the ROI
• Describe business processes and find bottlenecks
• Build awareness and expectations
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ROI calculation • Total Economic Impact (TEI) is a methodology developed by Forrester Research.
– The TEI methodology helps companies demonstrate, justify, and realize the tangible value of IT initiatives to both senior management and other key business stakeholders
• The TEI methodology consists: – benefits, costs, risks, and flexibility
• Assumptions
Bank retail customer base: 200,000 Bank existing cross sell ratio: 1.5 Number of products owned by the customers 300,000
Expected annual growth rate (Low = 5%, Med= 10%, High= 20%) 5% Average profit per product €50.00
Annual profit of a customer (cross sell ratio x product profit) €75.00
Number of total TXNs/SRs in the bank in a month per a customer 600,000 Num transactions a year from all customers 7,200,000 Average Fee of a transaction €5.00 Average commision revenue from a bill payment €1.00 Internet penetration rate in the country 50% Expected percentage of customers using online 40% Number of e-banking customers 40,000
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Process-oriented Approach
World-wide accepted methodology for detailed business process analyses and
description The methodology steps:
Meetings/Interviews for describing Sales, Marketing, Call-center processes
Defining types of documents
Defining reports and analyses
Solving a case
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EXCEL (36%)
Manual Steps (36%)
PROPHECY (15%)
NAVISION (5%)
PLUS MINUS (2%)
WINDDS (2%)
CORVU (2%)
Accounting
0
10
20
30
40
50
60Стъпки с добавена стойност
Контролни стъпки
TO BE AS IS
Value-added
steps
Controlling
Waste
ERP
Billing
Other (4%)
BUSINESS IT
Question: The CRM – is it a Business or an IT project ?
Tip 2: Align Business with IT
Different priorities in the departments
Employees resistance to the new system (IT systems are too complex for the users)
Different requirements in
terms of usability, security, data structure and
integration
Business needs are not
documented consistently
Issues
BANK • Define data model and
system integration
• Describe As IS and To BE
status of data, systems,
processes
• Align organizational goals
with the CRM project goals
• Describe detailed business
processes and generate
requirements
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BUSINESS IT
Event
Function
Function
Person type
Person type
Applicationsystem
type
Applicationsystem
type
Document
Document
Function
Function
Event
Event
Person type
Person type
Applicationsystem
type
Function
Document
Document
Document
Document
Document
Person type
Event
Event
Process interface
Process interface Process interface
Business process model Dynamic interface based on the process
Integrating 16 Different Systems
to deliver unified call-center Interface for Gjensidige
Clear understanding of business needs
Integration of 16 legacy systems
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Question
How long does it take to implement a CRM solution in the bank?
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TIP 3: Step by Step Approach
Make a POC project
Start with one department/one
process
(Fast ROI)
Build the Roadmap
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2 months 3-4 months 1.5-2 years
• Small investment in licenses
• Solving a simple case
• Cost-sharing model
• 360 degree single customer view
• Marketing campaigns
• Call center automation
ICB is a Microsoft Gold Certified Partner for Application development
ICB is CRM Certified Software Advisor partner of Microsoft
ICB is a value-added reseller of Software AG-IDS Sheer for Bulgaria, the world leader in process management
ISO 9001:2008 for software solutions development and consulting in the field of business process management
About ICB
Competences
Established in 1996 ICB is a privately-owned Bulgarian Company 2012 ~4 mln EUR
Customers in 10+ countries and 350+ successfully completed projects
More than 120 experienced specialists in the field of software development and business consulting
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3
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A TECHNOLOGY EXPERT
Implements BPM approach to understand customer business-specific needs
Improves customer performance by a factor of 10+
Experienced and talented people with out-of-the box approach
Deep technology knowledge in Microsoft products and platforms
More than 300 successfully completed projects in maritime and defense, finance and insurance, government “Preferred partner” status to major accounts
What is ICB Today
AN INNOVATIVE PROBLEM-SOLVER
A TRUSTFUL PARTNER
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•Ministry of Environment and
Water
•Ministry of Justice
•Ministry of Finance
•National Revenue
Agency
•National Health Insurance Fund
•Ministry of Transport and IT
Cash Service Company
Our Customers
ENERGY AND UTILITIES BANKS
FINANCIAL SERVICES
IT INDUSTRY/
ENGINEERING PUBLIC SECTOR
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• Mobile apps award BAIT 2013
• Web site of the year 2012 in Building construction
• Silver European Seal of Excellence 2012
• Export-oriented company of the year 2011
• Bronze medal at the Geneva Exhibition of Inventors 2011
• Gold European Seal of e-Excellence 2011
• European IT Excellence Awards 2010
ICB Awards
Thank you for your attention!
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Contact information: Neda Hitsova Marketing manager ICB-InterConsult Bulgaria T: +359 2 812 92 41 M: +359 896 802 114 [email protected]