mms - b2b & crm notes
TRANSCRIPT
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CRM
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History…CRM Evolution
BPR ERP SFA CRM eCRM
Cost Reduction Strategy Growth Strategy
IT LedBusiness Led Marketing Led
1980s 1990s 2000s
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Objectives of CRM..
Retaining existing customers Selling more to existing customers Finding and winning new customers Increasing efficiency Improving marketing and sales decision
making Enabling process measurement –
leading to process improvement
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Integrated Database
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What eCRM’s all about CRM-database access via the Web Customers is the original idea behind
Database Marketing. Enables access by the wider population Remote contact tracking could be
achieved.
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Marketing opportunities Web marketing Web self service Automated response to email requests Remote data warehouse access Integrated marketing channels Every lead can be tracked Company can focus more on the needs of the buyer You don’t waste customers time and they don’t waste
yours you can become the easiest company to do business
with
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Enterprise Marketing Automation (EMA) Also called as EMM (Enterprise
Marketing Management). Provides continues relationship across
multiple channels like the web, email, efax, telephone
Helps in planning, executing, & analyzing the campaigns in the real time
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Used in following Applications Campaign planning and
Management Events Promotion Loyalty Programs Retention Programs
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Objective :-
engaged the entire enterprise in the effort and provide a single view of the activity to any department or segment of the company.
Providing a single view of the customer to the entire enterprise & with the responsibilities for the customer
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Campaign planning and Management Identification of the prospectGeneration of the leadCustomer information captureDistribution of leads to appropriate segmentsCampaign planningCampaign executionResponse managementRefinementChannel management
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EMA Components
Events Capturing customer information
through event registration and online interaction.
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Promotion Web- based or web integrated
marketing provides the same marketing goodies that customers have always been interested in: promotions, contests, cross-selling of products, up-selling of the products and discount coupons.
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Loyalty and Retention Programs
Birthday greetings. Holiday and Special occasion reminder Delivery of the gift ideas Welcome programs Points based programs
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Partner and channel Management Partner relationship management (PRM) joint marketing programs to promote both
business and partners For Example
Cross-selling of a company’s complementary products.
Promotion of new versions or upgrades products.
Joint promotions with partners or affiliates.
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Response Management Includes banner ads, direct mail, print
ads, email, web site link, surveys, event registration results, internet registration, and online survey results.
gathering, analysis and refinement of the response.
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CALL CENTRE
Customer interaction center (CIC) ACD (Automatic Call Distribution) IVR ( Interactive Voice Response) CTI (Computer telephony integration) Web-Enabling the Call Center Automated Intelligent Call Routing Logging And Monitoring
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Steps in CLC
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Customer Life Cycle for Banks
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Customer Life Cycle
The life cycle of the customer is the process the customer has been undergoing to be with company for all the years.
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This includes the customer’s purchase history, perhaps how often he has taken advantage of special offers directed at him or her customer class.
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Depending on what company identify as important to customer’s return on investment (ROI), it could also include customers’ marketing value to company and how much revenue that marketing value could be worth indirectly.
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To find out what is the expected revenue generated from a single customer over the anticipated lifetime of that customer’s relationship with company is both the customer life cycle and the customer lifetime value (CLV).
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Customer Interaction
Some of the value that technology brings to the table in CRM is through increased customer interaction that doesn’t necessarily occur with a human being.
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It is convenience and the ability of the customers to get something they need without having to rely on a busy human being, or worse, a lazy human being.
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Customer Interaction is a critical component of CRM—especially the online variety.
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Implementing CRM Pre implementation. Kick off meeting. Requirements gathering. Prototyping and detailed proposal
generation. Development of customization. Power User beta Test and Data Import. Training and roll out and system hand
off. Ongoing support, system optimization
and follow up.
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Pre-Implementation Phase Scalability of System
Toolset & flexibility of customizationStability of existing CRM application
codeCompatibility of CRM applications with
legacy systems (existing systems) & internet system.
Level of technical support available during & after implementation
Upgrade supportAvailability of additional modules such as
EMA complementing SFA.
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Kick of MeetingProject Manager
Responsible for all aspects of
implementation
Cost Control
Quality
Testing
Customer Satisfaction
Handles multiple Projects
In case of any changes to
Statement of Work (SOW) with
customer to obtain solution.
Implementation leader
Also called technical leader
Usually dedicated to one project
His strength
Combination of people skills &
technical skills
He assists in preparing
statement of work with project
manager
Systems Engineer
Primary job is to do coding
They are onsite all the times.
In many implementation
technical & function linked to
do work
Important that software
engineer knows how corporate
sales processes tend to
function & what is the sales
work slow
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Phase1: Sales Module customization
Phase2: Marketing Module customization
Phase3: Integration with External Modules
Phase4: Reporting integration