Download - Crm actionplan
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CRM IntroductionCRM Introduction
CRM forms a continuous loop of marketing, sales, and service. You can attract new customers while maximizing cross-selling and up-selling opportunities across multichannel sales, marketing and customer service operations.
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CRM CRM BenefitsBenefits
1. Cross-selling & Up-selling across multiple products
2. Optimise Overall Profitability
3. Use the Web as Revenue Generation
4. Customer Service
5. Campaign Management
6. Activity Management
7. Opportunity Management
8. Expense Reporting
9. Quote Generation despina voudouri 2001
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CRM & Call CentersCRM & Call Centers
CRM technology transform call centers into next-generation contact centers that offer far more sophisticated sales & service capabilities, that demand :
1. Support for all channels of communication
2. Provide intelligent call routing and assignment
3. Offer computer telephony integration
4. Ensures complete e-mail response management
5. Target customer segments using any criteria
6. Measure, monitor, and refine campaign effectiveness
7. Provides 24x7 customer service & supportdespina voudouri 2001
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Customer Focused EconomyCustomer Focused Economy
Physical NetworkPhysical Network
Customer InterfaceCustomer Interface
Service/Product DevelopmentService/Product Development& Maintenance& Maintenance
Operational Support SystemsOperational Support Systems
CustomerCustomer
Physical Network
Customer Care
Service/Product Development& Maintenance
Operational Support Systems
Customer
Old Model: Operations Focus New Model: Customer Focus
Profitability Driver:Network Efficiency
Investment Focus:Network and OSS
Primary Customer Relationship: Billing
Profitability Driver:Lasting Customer Relationships
Investment Focus:Customer Satisfaction
Primary Customer Relationship: Through Multiple Touchpoints
Increase Efficiency =Decrease Cost
Increase Effectiveness =Find-Keep-Develop
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Business ChallengesBusiness Challenges
Customer Selects Channel of CommunicationCustomer Selects Channel of Communication Customers can interact with you using any channel, any Customers can interact with you using any channel, any
time and expect servicetime and expect service Market Conditions Change InstantlyMarket Conditions Change Instantly
Requires advanced marketing automationRequires advanced marketing automation Businesses need to react quickly to maximize profits and Businesses need to react quickly to maximize profits and
maintain relationshipsmaintain relationships Churn and AttritionChurn and Attrition
Customer churn is commonCustomer churn is common Loyalty becomes increasingly more important in a Loyalty becomes increasingly more important in a
competitive economycompetitive economy Automate and Execute Relationship Marketing ProgramsAutomate and Execute Relationship Marketing Programs
Analysis, planning, execution and tracking need to be Analysis, planning, execution and tracking need to be integratedintegrated
Marketing automation techniques need to replicated, Marketing automation techniques need to replicated, enhanced and automatedenhanced and automated
Leverage Customer InformationLeverage Customer Information Prevent Islands of informationPrevent Islands of information Best of breed suite of applications working togetherBest of breed suite of applications working togetherdespina voudouri 2001
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PartnersPartners
Web & EmailWeb & Email
Sales Sales
Call CenterCall Center
CustomersCustomers
CustomerCustomerInformationInformation
Multichannel eBusinessMultichannel eBusiness
MarketingMarketing
Back OfficeBack Office
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Marketing Value PropositionMarketing Value Proposition
Key Benefits Allows companies to establish and maintain profitable customer relationships Drives highly targeted 1:1 marketing campaigns Ensures a seamless dialogue with customers Automates the complete marketing process
Unique Capabilities Compete closed-loop solution across all touch points Synchronize messaging across all communication channels Best-of-breed components in an enterprise class suite Enterprise-class scalability Flexible, open architecture
CRM & Marketing enables organizations to deliver highly targeted marketing campaigns to maximize customer lifetime value
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Increased Service Level ExpectationsIncreased Service Level Expectations
Demanding Consistent Treatment Across All ChannelsDemanding Consistent Treatment Across All Channels Online (Web, newsletters, eMail) and off-line (direct mail)Online (Web, newsletters, eMail) and off-line (direct mail) Phone/wirelessPhone/wireless Call centerCall center Alternate channels (ATM, kiosks)Alternate channels (ATM, kiosks)
Demanding Full Functionality and High PerformanceDemanding Full Functionality and High Performance Intuitive user interface – No patience for learningIntuitive user interface – No patience for learning Knowledge set (FAQ, Knowledge base)Knowledge set (FAQ, Knowledge base) 24 x 7 with no tolerance for long wait times24 x 7 with no tolerance for long wait times
Will Not Accept Organizational Disconnect Will Not Accept Organizational Disconnect Seamless coordination across all disciplinesSeamless coordination across all disciplines
Service, sales, and marketingService, sales, and marketing Synchronized across divisions and product linesSynchronized across divisions and product lines
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Less Receptive to Marketing EffortsLess Receptive to Marketing Efforts
Saturation of Customer “Mail” BoxSaturation of Customer “Mail” Box Number of marketing offers is explodingNumber of marketing offers is exploding Expansion of marketing across all channels Expansion of marketing across all channels Over communication via email and electronic newslettersOver communication via email and electronic newsletters
Often not solicited; frequently not targetedOften not solicited; frequently not targeted Difficult to stopDifficult to stop
No Tolerance for Poor ExecutionNo Tolerance for Poor Execution Inappropriate offersInappropriate offers Inappropriate offer sequenceInappropriate offer sequence Inability to satisfy questionsInability to satisfy questions
Highly Educated CustomersHighly Educated Customers Aggregators and portals provide easy access to Aggregators and portals provide easy access to
alternativesalternatives Sophisticated surfersSophisticated surfers Increased price sensitivityIncreased price sensitivity
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Dis-EquilibriumDis-Equilibrium
• Customer Expectations• Interactive Complexity• Privacy Sensitivity• Increased Competition
• Customer Loyalty• Responsiveness• Brand Equity
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Business Strategy Business Strategy
Maximize Profit by Focusing on Customer Satisfaction and Maximize Profit by Focusing on Customer Satisfaction and RetentionRetention
Engage in a continuous customer dialogue across all Engage in a continuous customer dialogue across all channelschannels
Prioritize resources based on customer value (actual or Prioritize resources based on customer value (actual or potential)potential)
Eliminate conflicting, redundant, and inappropriate offersEliminate conflicting, redundant, and inappropriate offers
Increase Program Velocity and AgilityIncrease Program Velocity and Agility Increase campaign cycle speedIncrease campaign cycle speed Rapid learning and real time decisioningRapid learning and real time decisioning Move from event based marketing to real time “refine and Move from event based marketing to real time “refine and
re-launch”re-launch”
Leverage Rich Customer Information to Improve Decision MakingLeverage Rich Customer Information to Improve Decision Making Provide a single 360 degree customer viewProvide a single 360 degree customer view Across all customer communication channelsAcross all customer communication channels Internal and external systems Internal and external systems
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Why Loyalty is ImportantWhy Loyalty is Important
1.1. It costs 5 to 12 times more to acquire a new customer It costs 5 to 12 times more to acquire a new customer than to keep an existing customerthan to keep an existing customer
2.2. Loyal customers tend to increase their purchases over Loyal customers tend to increase their purchases over timetime
3.3. Long term relationships typically cost less to serveLong term relationships typically cost less to serve
4.4. Loyal customers are the best source of referralsLoyal customers are the best source of referrals
5.5. Loyal customers are generally less price sensitiveLoyal customers are generally less price sensitive
0
20
40
60
80
100
Up to 95% Increase in Profits
5% Increase in Loyalty
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Customer Development ProcessCustomer Development Process
ProspectProspect AcquisitionAcquisition ActivationActivation
RecaptureRecapture
RetentionRetention
Cross-sellCross-sell
Up-sellUp-sell
AdvocateAdvocateLead
GenerationTraffic
Building
ChannelMarketing
Event Marketing
Fulfillment
Loyalty Marketing
Dialogue Marketing
Referral
Marketing
Metrics
Call to closeResponse
rate
Acquisition cost
ROI
Conversion rate
Attrition rateLifetime Value
Incremental
new product sales
Referral rateRFM
(Recency,Frequency, Monetary Value)
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A Typical Database Marketing Campaign PlanA Typical Database Marketing Campaign Plan
1. Understand customer base
2. Identify new target group(s)
3. Marketing Planning
Test and Control
4. Response Analysis
5. Refine/Rollout/Repeat
Market research
Focus groups
OLAP Analysis
Data mining
Profiling
Typical Activities
Data gathering/enhancement
Modeling
Budgeting and forecasts
Campaign development
Fulfillment partners
Data acquisition
Data cleansing
Segment allocation
Program rollout
Profiling
Time series analysis
Promotion density
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Understand Market and Customer
Understand Market and Customer
Supporting the Closed Loop Marketing ProcessSupporting the Closed Loop Marketing Process
Design Campaign
Design Campaign
Measure and Track
Results
Measure and Track
Results
Execute Campaign At All Touchpoints
Execute Campaign At All Touchpoints
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Multistage, Event-Triggered, and Recurring CampaignsMultistage, Event-Triggered, and Recurring Campaigns
Define Audience/ Create Campaign
$Purchase
Thank you email
Trigger ongoing
customer eNewsletter
Real time marketing and offer optimization
Prospect clicks on offer but does not purchase
Trigger Stage 2
Campaign Analysis
Personalized HTML eMail
Personalized Web Offer
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Development Themes Development Themes
Collaborative MarketingCollaborative Marketing
Enterprise Contact ManagementEnterprise Contact Management
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Collaborative MarketingCollaborative Marketing
Maintain the important balance between the need for Maintain the important balance between the need for consistent customer management/messaging and effective consistent customer management/messaging and effective brand building with local know how. Avoid intra-company brand building with local know how. Avoid intra-company competition for the same core asset, the customercompetition for the same core asset, the customer
Distributed Marketing
Corporate developed programs, launched locally (Push)
Maximizes consistence, brand value
Locally executed programs, controlled at Corporate Level (Pull)
Corporate contact management guideline
Consistent suppression rules
List ownership
Collaborative Creative Management Agency, marketing, print shop
Collateral material
Bag tags despina voudouri 2001
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Enterprise Contact ManagementEnterprise Contact Management
Enterprise Contact Management Global rules determining optimal contacts by channel, direction,
frequency, profitability, organization and customer segment Integrated List Ownership managing customer contact conflict Ability to reserve customer for contact across list ownership, segment,
etc … Embedded consumer privacy/preferences
A A new paradigm designed to establish and manage new paradigm designed to establish and manage customer communication in a multi-channel context so customer communication in a multi-channel context so that business units (or departments) are communicating that business units (or departments) are communicating with their customers at the optimal time to avoid with their customers at the optimal time to avoid customer fatigue, customer attrition, conflicting customer fatigue, customer attrition, conflicting messages and intra-company competition for the same messages and intra-company competition for the same core asset, the customer.core asset, the customer.
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“Customer service will become the primary value-added
function in every business”
Bill Gates - Business @ the speed of thought..
despina voudouri 2001