CRM/KM INITIATIVE AT 3M

• Model for managing company’s interactions with current and future customers

• Learning the needs and behaviour of customers

• Increases customer loyalty

• Reduced business costs

• Better customer service

• Cross sell produce efficiency

• Simplify marketing and sales process

• Close deals faster

Customer Relationship Management

• Defined as Fact or condition of knowing something through experience or association

• It is a set of models describing properties and behaviors

• Knowledge provides completive advantage which necessitated protection , cultivation and limited sharing of knowledge

• Facilitated by IT tools: off-the shelf e-mail packages and collaboration tools

• Categorized into : Knowledge Repositories, Expertise Access Tools,

e Learning Applications, Discussion and Chat Technologies

Knowledge Management?

About 3M

• Started in 1902 in mining operations.

• Strong focus on R&D– Helped company to grow exponentially– intense product offerings

• Operations in 63 countries with more than 10K products to offer

• 15 % rule

• R & D centers

Why 3M needed A CRM software?/Input

• 10,000 products

• 1440 queries/day

• Started keeping notes of products

• 18% unsolved queries transferred to R&D desk

• Problem repetition

• Absence of trackback mechanism

Objectives

• Reduce Training time and Abandon calls

• Improve Solution accuracy and problem Resolution speed

Selection of softwareCRM : Remedy Action Request System of

Remedy corporationKM :eCRM of Primus with eServer and

eSupport

Attributes Attributes

Easily integrated with other KM software Compatible with existing H/w and S/W

No additional programming required Flexible workflow, Immediate sharing

Random word search algorithm

Benefits Benefits

Saves time Saves cost of new hardware

Saves cost Elimination of offline knowledge managers

Outcome

• Test outcomes • Higher percentage of calls at first contact• Call transfers reduced • Reduced training time • Any time , any one from the support can access the solutions

software

Knowledge base

customer agentexpert

problemCRM S/W

Knowledge baseKnowledge base

• New hiring policy• Implemented in 25 departments out of 30 within 2 years• Data stored in KM software was used for;– Pattern recognition– Data Analysis of

• People | who? How many?• Problems | what products? What Issues?• Solutions | What solutions?

• which helped in,– New product development– Refining existing product

Outcome

software

Knowledge base

Outcome

software

Knowledge base

Parameter Increase/Decrease

Productivity of agents 13% up

First call resolution 84 % to 95 %

Referral to expert 55 % down

Support training time and cost 35 % Down

Customer satisfaction 95 %

• Implementation throughout the organization

• HR | Procurement | Purchasing departments

• Knowledge base available by corporate intranet

• Extranet for customers and agents-Website personalization

• Handheld device for distributors and reseller network

Extending The Benefits

Allowed customer to access it’s knowledge base

• Lower calls to customer support agents• Less hiring cost• Less training cost• Customer value• Convenient to customer

Extending The Benefits

Thank you!

Adit Shah | Rahil Darji | Maulee Desai| Aravind Shah | Muneek Shah