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Hewlett-Packard CompanyJoseph Chiew

Customer Relationship Customer Relationship ManagementManagement

Customer Relationship Customer Relationship ManagementManagement

IntroductionIntroduction

CRM Introduction AgendaCRM Introduction Agenda

What is CRM?What is CRM?

Why CRM ?Why CRM ?

CRMCRM Application Architecture Application Architecture

CRM Service Model CRM Service Model

CSF of CRM CSF of CRM

What Is CRM?What Is CRM?

Competitive identityCompetitive identity

Market brandsMarket brands

Business philosophyBusiness philosophy

Strategic marketing approachesStrategic marketing approaches

Enabling technologiesEnabling technologies

Human capital managementHuman capital management

CRM initiatives can not be governed by narrow “product” definitions

Source: Meta Group

Studies by the Manhattan Consulting Group have indicated that in a sample of companies, 20% of a company’s customers contributed 150% of the profits, and 40% of customers eliminate 50% of the profits

Customer Segments

Pro

fit

1 2 3 4 5 6 7 8 9 10

Attrition rate 2xthe average

Imposes a 50% drag on earnings

Source: Manhattan Consulting Group

Why CRM ?Why CRM ?

How enterprise interact with their customers

How enterprise interact with their customers

Engage Transact Fulfill Support

CRM Processes

• Advertising/PR

• Products

• Web MarketingMar

keti

ng

SG&AResource Mix

Sal

es

• Face-to-Face

• Partners

• Call Center

• Electronic

• Tech Support

• Customer Svcs.

Su

p’r

t

Source: Meta Group

How enterprise interact with their customers

How enterprise interact with their customers

Engage Transact Fulfill Support

CRM Processes

• Advertising/PR

• Products

• Web MarketingMar

keti

ng

SG&AResource Mix

Sal

es

• Face-to-Face

• Partners

• Call Center

• Electronic

• Tech Support

• Customer Svcs.

Su

p’r

t

Source: Meta Group

How enterprise interact with their customers

How enterprise interact with their customers

Engage Transact Fulfill Support

CRM Processes

• Advertising/PR

• Products

• Web MarketingMar

keti

ng

SG&AResource Mix

Sal

es

• Face-to-Face

• Partners

• Call Center

• Electronic

• Tech Support

• Customer Svcs.

Su

p’r

t

Source: Meta Group

Face-To- Face

Partners

Call Center

Electronic

Engage Transact SupportFulfill

$400

$ per Customer Transaction

$250

$40

$1

Sales Force Automation

Call Center Automation

$350

$35

Make specific selling channel resources more productive

Why CRM?--Channel Efficiency Economics

Why CRM?--Channel Efficiency Economics

Sales And Service ProcessS

elli

ng

Ch

an

ne

ls

Source: Meta Group

Face-To- Face

Partners

Call Center

Electronic

Engage Transact SupportFulfill

$400

$ per Customer Transaction

$250

$40

$1

Migrate transactions, customer relationships, and tasks to low-cost channels

Why CRM?--Channel Migration Economics

Why CRM?--Channel Migration Economics

Sales And Service ProcessS

elli

ng

Ch

an

ne

ls

Source: Meta Group

Face-To- Face

Partners

Call Center

Electronic

Sales And Service Process

Engage Transact SupportFulfill

$400

$ per Customer Transaction

$250

$40

$1

$100

Se

llin

g C

ha

nn

els

Getting multiple sales and service channels to work more closely with demand chain partners and better

leverage marketing programs and resources

Why CRM?--Channel Integration Economics

Why CRM?--Channel Integration Economics

Source: Meta Group

Fro

nt

Off

ice

Bac

k O

ffic

eM

ob

ile

Off

ice

Defining the CRM Application ArchitectureDefining the CRM Application ArchitectureC

ust

om

erIn

tera

ctio

n

Collaborative CRMBusiness Collaboration Mgmt.

Portal/Portal/ExtranetExtranet

VoiceVoice(IVR, CTI, ACD)(IVR, CTI, ACD)

DirectDirectInteractionInteraction

MailMail

E-Resp. Mgmt.E-Resp. Mgmt.

ConferencingConferencing

Web ConferenceWeb Conference

LegacyLegacySystemsSystems

CustomerCustomerServiceService

MarketingMarketingAutomationAutomation

Operational CRMBusiness Operations Mgmt.

SalesSalesAutomationAutomation

ERP/ERMERP/ERM

Order Mgmt.Order Mgmt.

Supply ChainSupply ChainMgmt.Mgmt.

Order PromisingOrder Promising

Mobile SalesMobile Sales(Product CFG)(Product CFG) Field ServiceField Service C

lose

d-L

oo

p P

roce

ssin

g(E

AI

To

olk

its

, E

mb

ed

de

d/M

ob

ile

Ag

en

ts)

CustomerCustomerActivityActivity

Data MartData Mart

ProductProductData MartData Mart

Analytical CRMBusiness Performance Mgmt.

CustomerCustomerData MartData Mart

DataDataWarehouseWarehouse

Vertical AppsVertical Apps

Category Mgmt.Category Mgmt.

MarketingMarketingAutomationAutomation

Campaign Mgmt.Campaign Mgmt.

Source: Meta Group

HP Front Office Framework AnnouncementHP Front Office Framework Announcement

HP Customer Relationship Platform

E-Sales

E-Support

E-Marketing

Cu

sto

mer

Co

mm

un

icat

ion

Internet solutions to maximize loyalty, revenue and profit from every customer interaction

Web

Security/Web Qos

EBPPE-Sales/

Fulfillment/Tracking

Consulting/CustomerMessaging

Comms Client

BusinessSvcss

E-marketing

Session Logging

Enterprise Application Integration /Workflow

E-mail

CHAT

IPTelephony

Multi-Contact Management Platform

Customer Service

Applications

InteractiveCollaboration

Workspace

Sales ForceAutomation

Fax Telephony IVR

Billing Systems SVC ActivationCore Business

Services

ContactInformation

Consolidation

Business Intelligence

DataWarehouse

ConsolidatedCustomer

Contact DB

SessionTranscripts

Interactio

n &

collab

oratio

n M

gm

t

E-M

ail S

vcs

Mg

mt

Rea

l-T

ime

Co

llab

ora

tio

nS

vcs

CommunicationsE-servicesPlatform

CSRApplications

CommunicationsCustomer Relationship Management

HP Front Office

HP CRM Service MethodologyHP CRM Service Methodology

Strategic Business & IT Assessment Services

Customer Centric

Enterprise

Solution Implementation Services

Roadmap

DefinitionServices

SolutionScoping &

Design Services

• Initial Presentations• Scope Definition• Solution Marketing• Reference Site Visits

Initiation - Executive Selling

Assessment

• Desired State• Gap Analysis• Service Strategy• CRM Architecture• Benefits Analysis

• Contact Channel Management• Electronic Commerce • CRM• Campaign Management

• Product Selections• Integrated Designs• Budgeting and Acquisition• Detailed Project Plan

• Client Roadmap Transition• Major Steps Definition• ‘Quick Hit’ Projects Identification

FOCUS PM Project Management Methodology