crm business & tech perspectives feb12

8/2/2019 CRM Business & Tech Perspectives Feb12

1/23

Customer Relationship Management

a perspectiveBusiness & Technology

Sanjay Diwan


2/23

Who is me?

3 decades Industry Experience

MBA from FMS & Engineer from DCE, Delhi

Worked with Avaya, Tatas, Unisys, Philips & IMImobile

Affliations Advisory Board Member for Chief Marketing Officers Council World Wide for India

President, Indian School of Business (ISB) CEE Alumni Association, Delhi Chapter(ISB is promoted by Wharton School, Kellogg, MIT Sloan, INSEAD & London Schoolof Management)

Chairman, Organising Committee, DCE Alumni Association Founder & Vice President BPO/ Outsourcing Industry Association OSPAI.

Executive Member Association of Communication, Multimedia & Infrastructure (CMAI).

Executive Council Member Telecom & NTP 2011 & at FICCI, CII & ASSOCHAM.


3/23

Agenda

Business Staregy

CRM Strategy

Technology play in CRM

What happens in & out of India


4/23

Global Business Environment

Turbulence, Uncertainity, Emerging New Country Powers

Mass Personalisation

Consumers access to Interenet, Mobiles, Social

Platforms

Business wary of increasing risks

Indian companies Going Global


5/23

What is CRM?

CRM, or Customer Relationship Management, is a

company-wide business strategy designed to reduce

costs and increase profitability by solidifying customer

loyalty.

All functions in an Organisation

Increased Customer Cenrticity

Changing Paradigm

Satisfied > Loyal > Delghted > Advocacy


6/23

CRM Phases & Contextual Factors


7/23

CRM Foundations

People

Technology

CRM

Process


8/23

Customer Service Experience Gap

80% of companies believe they delivera superior customer experience. Only

8% of their customers agree

increases in customer service

expectations continue to outpaceefforts made by companies to improve

service.

The Best & WorstCustomer Service Forum

Business Week Article

Sources:

- Customer Satisfaction in the Multi-Polar World: Accenture Global Customer Service Satisfaction Survey Report

- Customer Focus Inc.
http://forums.businessweek.com/n/pfx/forum.aspx?webtag=bw-service&chan=magazine+channel_in+depthhttp://forums.businessweek.com/n/pfx/forum.aspx?webtag=bw-service&chan=magazine+channel_in+depthhttp://forums.businessweek.com/n/pfx/forum.aspx?webtag=bw-service&chan=magazine+channel_in+depthhttp://forums.businessweek.com/n/pfx/forum.aspx?webtag=bw-service&chan=magazine+channel_in+depth


9/23

Any Medium of Interaction with the Organizationmust generate the same level of CustomerExperience.

Source: Gartner

Custo

merExperience

Stages

Types of Customer Interaction

Not AgainIm not happy with this(Occurs more than once)

ZenI cant live without this

EnjoyableI really like this

EfficientThis works very well

FunctionalThis works well

Run of the MillNothing special

Ugh!I didnt like that (1 instance)

LoathingI hate this and want to leave

Visit Store

Social Media

Phone Contact Center

Email Company

SMS Agent

Illustrative


10/23

Impact of Poor Customer Service

If a customer isdissatisfied with the levelof service you provide, on

average, 16 other peoplewill find out about it

It costs 5 times as muchto attract a new customeras it does to keep anestablished one

For every customer who

bothers to complain, 26 othercustomers remain silent

70% of complaining customers will do business with you againif you resolve the complaint in their favor

95% of complaining customers will do business with you againif you resolve the complaint instantly

Problems Handled Quickly can have positive results

The Bottom Line: A Customers Experience is at the heart

business success or failure


11/23

Next Competitive Differentiator CustomerService ExperienceA Little Intelligence Can Make a Big Difference

I can get help directly fromtheir web site by chatting

with an agent online

Now I walk into the store

and get expert help via

their video kiosk

Now when I call and get the automated system, I can

just speak and dont have to hit all those buttons and

remember all those choices

Its as if they know what

I want even before I do

Im mobile most of

the time so being ableto SMS an expert is a

real time saver

I dont have to repeat myself

The experience is the same on the web, on the

phone, via chat, Its great

They know who I am when I call and

have my information at their fingertips

They contact me

when they haveinformation they know

Ill need right away


12/23

Segmentation Profiling

SEGMENTATION is done basis the Customer and/or Marketthat an organization wishes to address with differentiated

products or a services

All Strategic CRM initiatives taken by an organization arewith an intent to best address identified customer

segments giving them The Best possibleExperience

by design

Telecom Operators, e.g.

Demographics Income Class ARPU Corporate or individual

New Worth Urban or R-urban or Rural Age group .. and more


13/23

Technology Myths what it can deliver?

# 1 Technology does not relate to Business Strategy

# 2 - Technology performs task routinely

# 3 - Service Quality is a role of Classroom trainings only

# 4 Segmentation will need different call-in numbers

# 5 Technology can not be Fun for customers


14/23

#1 CRM enables Business Strategy

CUSTOMER

SEGMENT

IVRSELF-SERVICE

CONTACTCENTER

EXPERIENCEZONES

KIOSKS


15/23

#2 Technology can play a Predictive Role

The amount of callsyou can listen to

The meaningful callsyou need to focus on

Switch from focusing onWhat happened?to

Why it happened?andWhat is likely to happen?

Focus on the meaningful

interactions

Make sure efforts are

invested in the right place

Gain valuable business

insights

Use knowledge to influence

future processes &

interactions


16/23

Technology helps Learn & Adapt

AdaptiveRefinement

ExtractInsights

InteractionCategorization Processing Modeling

Trends analysis Mining Root Cause Analysis

100% InteractionAnalysis

Services levels

Sales Effectiveness

Productivity

Customer retention

Business Insights

Adaptive Interaction Analytics Methodology


17/23

Technology Captures & helps Adapt HOW?

VoiceCapture

ClearSight Manager

Manage Insight Transcript

Data Mining

In-depth queries

ComprehensiveReports

Alerts

Phonetic Indexing

Emotion Detection

Talk Pattern

Other Technologies


18/23

#3 Enable Enhance Service Levels of Agents

PerformanceManagement:

Integrates data from allsystems

Monitors key metrics Sends automated alerts

InteractionAnalytics:

Uncovers insights

from the data todetermine action

Action PlanDeveloped:

Analyst and Enterprisestakeholders develop

plan to leverage theinsights

WFM: Agents automatically

scheduled to reviewCoaching package atappropriate time

Improvementsmeasured

360 Degree Performance Analysis


19/23

1 number, Multiple Modes, Seamless Experience

Any time, Any where

Know my history

Consistent Information Access

Multi-channel integration

Personalized Service

Consistent CustomerExperience

Customers

Fax

SMS

Mobile

Phone

Email

Web

Agents

Hello Ms. Johns, I seethe email you sent usyesterday to confirmyour web order, and itwill arrive tomorrow.

Avaya Multimedia Contact Center


20/23

#5 Technology & Fun

Contests Online, Mobile, Public Events

Games

How to make it lively experience .

Surprises

Juke box

And food for thought!


21/23

Technology enables Business

Grow Enriched Engagementwith

Customers!


22/23

India - Servicing CustomersGlobally

Global capital for Customer Services

Consumers of Global Banks, Mortgage, Insurance,

Telecoms and more are serviced out of India

Contributor to Indian Exports & India GDP

BPO at USD 15 bn is fastest growing segment in IT &

ITeS @ 22%

Direct employment to 10 lacs & indirect to over 30 lac

people


23/23

ThankYou!

Reach me on: [email protected] or +91 98100 69257
mailto:[email protected]:[email protected]

crm business & tech perspectives feb12

Documents