Customer Relationship
Management Systems
Nicole Burch
Kenneth Glindmyer
CRM’s Mission
Customer-centric business strategy with the
goal of maximizing profitability, revenue, &
customer satisfaction.
CRM’s Goals


To connect different
players within an
organization.
To coordinate their efforts
in creating an overall
valuable series of
experiences, products, &
services for the customer.
Objectives


Capturing, storing, & analyzing customer,
vendor, partner, & internal process
information.
Integrate technology as part of an overall
customer-centric strategy.
Support



Sales
Marketing & Customer
Service
Training
Support

Professional Development

Performance Management

Human Resource Development &
Compensation
Players Within a CRM



Customer Facing
Operations
Internal Collaborative
Functional Operations
External Collaboration
Functions
Players Within a CRM



Customer Advocates & Experience
Designers
Performance Managers & Marketing
Analysts
Customer & Employee Surveyors &
Analysts
Input

Database with:






Customer’s interactions with the organization
Support information
Requests
Complaints
Interviews
Survey responses
Building Blocks

Customer intelligence

Business modeling

Learning & competency
Building Blocks

Analytics & quality monitoring

Collaboration & social networks

Can be implemented over time separately,
eventually need to be coordinated.
Failure

Many CRM initiatives
have failed because
implementation was
limited to software
installation without
alignment to a
customer-centric
strategy.
Types of CRM’s



Operational- Provides support to “front
office.”
Analytical- Analyzes customer data.
Collaborative- Coordinate multi-channel
service & support.
Oracle Siebel



Comprehensive CRM
capabilities
Tailored industry
solutions
Role-based customer
intelligence and prebuilt integration
Virgin Mobile USA, LLC



Using Oracle’s Siebel
applications, Siebel
Communications.
Critical part of its IT
infrastructure.
Intelligence call center is
approaching world-class
standards in customer
service.
Virgin Mobile USA, LLC
CRM Provides:


Easy self service over the Web.
Allows customers to speak with
knowledgeable customer service
representatives.
Virgin Mobile USA, LLC
CRM Provides:
 Ability to share data across channels.

Complete transactions in real time.
How it Works


Customers can “top up” their accounts
instantaneously.
Process:

End of the Month OR Low Balance Threshold
Charges the customer’s credit card
 Updates the balance
 Sends a confirmation text message

Oracle Siebel

Link:
http://www.oracle.com/applications/crm/si
ebel/index.html