tools of negotiation

8/8/2019 Tools of Negotiation

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CRM

2

Customer Relationship Management

Definition

An approach Supporting tools

3

CRM approach

[Seybold 1998, 2000]

Integrated and structured process to

interact with customers Goal: build with customer long term

relationship, increase his satisfaction,increase value of company for him/herand viceversa

4

CRM approach

Customer becomes core aspect ofcommercial strategy

The company Makes access to product/services as easy

as possible

Produces customized offers

Provides complete access, from pre-saleto post-sale

Collects complaints and suggestions


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5

CRM - tools

CRM approach not feasible without toolsupport

CRM starts with Siebel (1993)

ERP

ERP

SCM CRM

6

CRM paradigm

Multichannel Customer accesses company through any

channel Web, call center, counter, (mail)

Uniqueness of data and service Access is consistent through all channels

Data (on product, on customer) is the same and doesnot depend on channel

End to end service chain

Front end: contact with customer (CRM) Back end: service provision, delivery,

administration

7

Service chains

Can be more or less complex

Level 1: reservations

Level 2: product sale Level 3: customer care

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Ex.: reservations

Health services, flights, movies ..

Database with availability of

product/service + (multichannel) frontend

Simple service chain

Sale of right to a service (noservice/product itself)


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Ex.: E-commerce

Computers, books, music

Complete service chain Sale of product + delivery

Amazon

Sale of product + production + delivery

Dell

10

Ex. Customer care

Telephoneservices,

Complex servicechain to assistcustomer aftersale

11

Evolution of tools

80s

Sales Force Automation (SFA): tools tosupport salesperson

90s

Toll free numbers, call centers

Informational services

Reservation services Airlines, health services

After sales support (help desk)

Sales (tele selling, telemarketing)

12

1995: WEB

Informational sites

Sales B2C ( www.Amazon.com )

B2B (CISCO)

00

Integration of SFA, call center, web intoCRM suites


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CRM, needs

InsurancesUtilities

PAHEalth

TransportTurism

Consumer Market

BanksTLC

Commodities

Durable goods

Beni StrumentaliPharmaceutical

Hi Tech

Frequency and contuinity of contact

Numberofcustomers High

High

Low

Low

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Not all business domains have the

same need for CRM, that depends on Intensity of relationship with customer

(frequency of contact, duration ofcontract)

Size of customer pool

Loyalty of customer

Multichannel or not

CRM tools: key functions

Commercial logistics

Also offered by ERP tools

Support for multichannel interaction wcustomer

Inbound, outbound

After sales

Analysis of customers (analytic CRM)

++ +Logistica Commerciale Contatto cliente

Inbound &outbound

(telemarketing)Customercare

Supporto post -vendita + gestionelealt

Analisicomportamentodel cliente (CRM

analitico)

16

CRM : modules

Salesperson Call center Internet

Data Clients, Products

Analysis

(Analytic

CRM)

back-end

modules (ERP) Execute requests

from customerManage customer

Campaigns

and marketing

Support to contact w

customer, on all

lifecycle and all

channels

Front-end Modules

Support to marketing

processes


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CRM, db

18

Sales Force Automation channel

Planning andcontrol

Prospects, actualsales

Interactioncustomer vendor Offers

Offer templates

Offer validation History

Salespers

onCall

center

Internet

Data

Analytic CRMback-endCampaigns

marketing

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SFA: process

I moduli sono trasmessi al

CallCenter

LOperatore di Call

Center registra lOfferta

Il venditore sviluppa la

trattativa con il cliente

E creato lordine

Sono generati i moduli

CustomerCustomer

DataData

E generataunopportunitper il venditore

Invio SMSInvio SMS

InvioInvio

MAILMAIL

La Sede acquisisce ilCliente

Loperatore di Sede

registra lanagrafica del

cliente

La Sede assegna il

cliente al venditore

LISTE CLIENTI

CONTATTO

DIRETTO DELCLIENTE

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Internet channel

Business vs Consumercustomers

General informations,Catalogue of products

Purchase: suggestion ofproducts, configuration,shopping cart, checkout

Information on alltransactions of thecustomer, and their state

After sale: complaints andsuggestions

Log of all customer actions

Venditore Telefono Internet

Dati Clienti e Prodotti

Analisi cliente

(CRM

analitico)

Moduli back-

end

Gestione

campagne e

marketing


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Internet channel

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Call center channel

CTI - Computer TelephoneIntegration) IVR (Interactive Voice

Response) ACD (Automatic Call

Distribution) Voice recognition Caller recognition Speech to text

Functions1. Information on company

and products2. Purchase3. Status of purchases or

other transactions4. Complaints5. History of interactions with

customer6. Telemarketing inbound

outbound, following scripts



Analisi cliente

(CRM

analitico)

Moduli back-

end

Gestione

campagne e

marketing

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DWH

TelefonoNumero Customer Care

Numeri verdi

Emissione O.S.: in automatico tramite automa(ISDNmononumero/ on-line da operatore)

SistemiLegacy

(TGU, TLD,GSRI)

SistemiLegacy

(TGU, TLD,GSRI)

Richiesta O.S.

Inoltro richieste nonevadibili in linea

Stato avanzamento O.S.

DatiCliente

Toolbar Telefonica(gestione chiamate)

FaxServer

FaxServer

Invio comunicazionienti interni/ esterni

SchedaContatto

Guasti,O.L.

Trackingon line

Internet

ISP

Scheda

Cliente

Back Office

Cap.Reparto/Addetti

CallCenter181

Documentale

Ex.: Customer Care

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Analytic CRM

Data from datawarehouse

Functions1. Segmentation indexes

(profitability etc)2. Data mining to compute

predictive indexes3. Reports on customers,

production ofdashboards

4. Definition of segments,customers per segments



Analisi cliente

(CRM

analitico)

Moduli back-

end

Gestione

campagne e

marketing


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Analytic CRM: architecture

Customer

Data

eChannel

Field Service

Web Offers

Call Center

eMails

eNewsletters

Sales

Data

Warehouse

ERP / Back-officeDati esterni

Campaign

ExecutionReal

Time and Batch

Estrazione &

Trasformazione

Campaign

Mngt

Segmenta-

zione

Mining

ILL

USTRATIVA

27

Campaign management

Planning and executionof campaigns

Functions:

1. Selection ofcustomer lists

2. Design and plancampaign

3. Transfer data fromanaytic CRM tooperational IS



Analisi cliente

(CRM

analitico)

Moduli back-

end

Gestione

campagne e

marketing

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Sistemi di Business

Intelligence

Sistemi di Business

Intelligence

Call

Center

Call

Center

Gestione

Campagne

Gestione

Campagne

Contatti

Adesioni

Comportamento rispetto

al canale/contatto

Indici per

scheda cliente

Liste contatti

Offerta

Profili

Contatti

Adesioni

Comportamento rispetto

al canale/contatto

Canali cliente

E-mail, Web, Sms,

Portali, ...

Contatti

Adesioni

Comportamento

rispetto

al canale/contatto

Liste contatti

Offerta

Informazione

al cliente

Altreinformazioni:

reclami,

comportamenti,

...

Campaign management : flow


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Campaign: workflow functions

ILLUSTRATIVO

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CRM vendors

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CRM vendors

Fullliners: suite ERP + CRM + BI

Peoplesoft

SAP, ORACLE

Analytic CRM, Business Intelligence

SAS

BO

Others: Data Mining / Text Mining suites

Telephone technology vendors

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Pure CRM Vendors

SIEBEL Leader Vertical suites (TLC, Banks, etc)

AMDOCS

Billing suite CRM (based on suite Clarify ) Targeted to TLC, Utilities

KANA Pure CRM (no billing) Modules for campaigns, E-mail, ..

Epiphany Pure CRM TLC, Banks, Hi-Tech, Mfg, Consumer ecc.

Onyx

Pure CRM Financial + Hi tech 3 portals:Customer, Employee, Partner

tools of negotiation

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