CRM Technology
CRM Technology
What is CRM
Technology ?
• CRM Technology is a set of tools
• Used to:
-Gather
-Organise
-Analyse
-Communicate
-Keep Track of
-Automate
• Database technology
• Analysis and Data Mining technology
• Programming – automation of business processes
• Digital channels/networks
CRM Technology
CRM
Technology
is a tool
• Technology is of less importance than CRM strategy
• Technology is of less importance than CRM processes
• Technology is of less importance than people and organisation
• Investment in CRM tools should only be done if it is profitable
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CRM Technology
Potential
benefits
Return on investment should be measured against CRM
processes, but CRM technology can by itself provide benefits;
• Volume / capacity
• Presence in electronic channels
• Leverage of previous investments
(Data Warehousing, Websites etc.)
• Efficiency
Less manual work
Process efficiency
Corporate ”memory”
• Triggers and automation
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CRM Technology
Challenges
• CRM technology must support a CRM strategy
• CRM technology must support CRM processes
• Organisation development and training
• Project cost
• Maintenance and operations cost
• Evaluation of effectiveness and R.O.I
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CRM Technology
Success
• Technology implemented according to CRM strategy
• Implement according to priorities
• Design for multiple channels, multiple processes
Recipe
for success
• Test in small scale
• Involve and develop customer focused organisation
• Involve IT department
• Leverage existing investments - integrate
Pitfalls
• Guerrilla development (”IT never delivers anyway”)
• Throw away what you have; start from scratch
• Focus on technology, forget strategy and processes
• Design from scratch, ignore experience
• Automate one channel first, then assess requirements
for cross-channel integration
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CRM Technology
CRM
Technology
offered
• Consulting and custom design
• Standard CRM software and databases
• ASP services (Application Service Provider)
• Outsourcing (Business Service Provider)
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CRM Technology
CRM
applications
• Campaign Management
• Customer Process Automation
• Customer Service and Support Automation
(and Call Centre Automation)
• Contact Management (Sales Force Automation)
• aCRM / Data Mining
(and Analytical Marketing Data Store)
• Customer self service (e.Commerce)
• Marketing databases
(Operational Marketing Data Store)
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CRM Technology
Example:
Auto Inc.
• Marketing
• Sales
• Financing
• Insurance
• Service
• Supplies
• Customer Care
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CRM Technology
The Customer
• Seek information
• Test and compare
• Finance
• Insure
• Get new car
• Use car
• Confirm choice
• Cover new needs
• Maintain
• Avoid trouble
• Complain
• Buy new car
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CRM Technology
Customer
Touch-points
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CRM Technology
Information
in CRM
Processes
Events for each customer
Buy
Seek
info
Tech.
Malfunct.
First
Service
New car ?
New needs
supplies
Receive
info
Get car
Customer relation
Info on sales possibilities
Info on requirements
Info on campaigns and information
Info on customer and customer relation
Info on service
Customer identifier
Info on car
Info on complaints and events
Info on processes
Scoring and categories
Information
Activities and documents
Info on our organisation
(employees and divisions)
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CRM Technology
CRM
Processes
Events for each customer
Buy
Seek
info
First
Service
Get car
Tech.
Malfunct.
Receive
info
New car ?
New needs
supplies
Customer relation
Sales process
Delivery process
Service process
Customer Care process
Re-purchase process
Our processes
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CRM Technology
Integration
“Back-office”
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CRM Technology
Integration
“Front-office”
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CRM Technology
Applications
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