CRM Technology

CRM Technology

What is CRMTechnology ?

• CRM Technology is a set of tools

• Used to:

-Gather -Communicate

-Organise -Keep Track of

-Analyse -Automate

• Database technology

• Analysis and Data Mining technology

• Programming – automation of business processes

• Digital channels/networks

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CRM Technologyis a tool

• Technology is of less importance than CRM strategy

• Technology is of less importance than CRM processes

• Technology is of less importance than people and organisation

• Investment in CRM tools should only be done if it is profitable

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Potentialbenefits

Return on investment should be measured against CRM processes, but CRM technology can by itself provide benefits;

• Volume / capacity

• Presence in electronic channels

• Leverage of previous investments (Data Warehousing, Websites etc.)

• EfficiencyLess manual workProcess efficiencyCorporate ”memory”

• Triggers and automation

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Challenges

• CRM technology must support a CRM strategy

• CRM technology must support CRM processes

• Organisation development and training

• Project cost

• Maintenance and operations cost

• Evaluation of effectiveness and R.O.I

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Recipe for success

Success

• Technology implemented according to CRM strategy

• Implement according to priorities

• Design for multiple channels, multiple processes

• Test in small scale

• Involve and develop customer focused organisation

• Involve IT department

• Leverage existing investments - integrate

Pitfalls

• Guerrilla development (”IT never delivers anyway”)

• Throw away what you have; start from scratch

• Focus on technology, forget strategy and processes

• Design from scratch, ignore experience

• Automate one channel first, then assess requirements for cross-channel integration

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CRM Technologyoffered

• Consulting and custom design• Standard CRM software and databases• ASP services (Application Service Provider)• Outsourcing (Business Service Provider)

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CRM applications

• Campaign Management

• Customer Process Automation

• Customer Service and Support Automation (and Call Centre Automation)

• Contact Management (Sales Force Automation)

• aCRM / Data Mining (and Analytical Marketing Data Store)

• Customer self service (e.Commerce)

• Marketing databases (Operational Marketing Data Store)

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Example:Auto Inc.

• Marketing

• Sales

• Financing

• Insurance

• Service

• Supplies

• Customer Care

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The Customer

• Seek information

• Test and compare

• Finance

• Insure

• Get new car

• Use car

• Confirm choice

• Cover new needs

• Maintain

• Avoid trouble

• Complain

• Buy new car

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CustomerTouch-points

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Customer identifier

Info on requirements

Info on sales possibilities

Info on service

Info on campaigns and information

Info on car

Info on complaints and events

Info on customer and customer relation

Activities and documents

Info on our organisation (employees and divisions)

Scoring and categories

Info on processes

Information

Information in CRM Processes

Buy First Service

Receiveinfo

New needs supplies

Seekinfo Get car

Tech.Malfunct.

New car ?

Events for each customer

Customer relation

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Sales process

Delivery process

Service process

Customer Care process

Re-purchase process Our processes

Buy First Service

Receiveinfo

New needs supplies

Seekinfo Get car

Tech.Malfunct.

New car ?

Events for each customer

Customer relation

CRM Processes

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Integration“Back-office”

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Integration“Front-office”

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Applications