Agenda
• Drivers of Change
• Technology Enablers
• Best Practices
• Guidelines to Success
A confluence of pressures …..
Traditional Sources
of Competitive Leverage
Suppliers
Buyers
You
T
Internet
New
Entrants
Substitutes
Competitors
Source: Unleashing the Killer App
Number of e-enabled
businesses (000s)
E-ENABLED MARKET EXPLOSION
1,000
900
800
700
600
500
400
300
200
100
0
875
548
234
2
9
44
1997
1998
1999
2000
• Overall Internet transaction share is expected to increase to 32% by 2002
• 168,000,000 existing consumers online growing at a rate of 630,000 a day
• By 2003, net-based B2B will top $1.3 trillion and B2C $.3 trillion
Http://www.mooreresults.com
2001
2002
The Model has turned Upside Down
1950’s-1990’s
The Age of Products & Services
Today’s Customers:
Value
Low Cost
eTouch
2000’s
Traditional
Sales/Support
Higher Cost
Specialty
Sales/Support
The Age of the Customer
Value
Low Cost
eTouch
Traditional
Sales/Support
Higher Cost
Specialty
Sales/Support
Customers expect more and infrastructures need to catch up
• More Price Sensitive
• More Choices
• More Sophisticated
• More Convenience
• Higher Standards
• Different ways of Interacting
These Pressures are Driving the Need for eCRM
AMR Research: 1998 = $2.3B 2003 = $16.8B
Moving from CRM to eCRM
Sales Force
Custome
r Support
eStore
Marketing
New World
Old World
•
Interaction
Pushing (selling)
•
Personalized buying
•
Market to the masses
•
Mass marketing to 1-1
•
Silo’d front office
•
Integrated front office
•
Building customer
databases
•
Leveraging customer
information
•
Front office buffers
•
Customer direct access
into the supply chain
•
Transaction
•
vs
New Technologies Are Enabling “New”
Customer-Centric Marketing
PCs
Internet
Telecom Networks
WEB
Call Centres
Web
Data
Warehouse/Data
Mining
Mass
Market
Rapid and
powerful
Cheap
Easy to use
Reliable
Widely available
eCRM Bringing the Worlds of customer information
and customer experience together
eCRM
Results
Creating
Customer Value
Leveraging
Customer Data
•
Information
Reporting
& Analysis
•
•
•
•
•
•
•
•
•
•
Demographic
profile
# Leads
# Hits
$ Revenue
Purchase history
Click history
Credit History
Service records
Life Time Value
Campaign history
Predictive Data
•
•
•
•
•
•
•
•
•
•
•
Self sales
Self service
800 service
Personalization
Customized 1 to 1 offers
Cross selling
Up selling
Communities of interest
Buying groups
Segmentation
Cross branding
Effectively understanding transactions and developing rich
customer experiences, provides a competitive advantage
•
Lower cost of
Service
•
Lower cost of
acquisitions
•
Revenue Growth
•
Higher levels of
loyalty &
satisfaction
Cost And Growth Per Channel
Channel
Cost
Annual
growth rate
Telephone
$33
Email
Percentage of incidents handled
through these channels
Today
2002**
90%
54%
13%
$9.99
111%
9%
4%
Chat*
$7.80
N/A
<1%
4%
Message boards*
$4.57
178%
<1%
2%
Knowledge base/Web
$1.17
407%
37%
87%
* Low penetration among firms reporting
** Projected
Reported by 46 responding companies providing business-to-business customer service
Source: Forrester Report Dec 1999
Customer information will be at the core
of developing intimacy with customers
How
companies
plan to use the
information
they gather
from
customers
Increase revenue
Marketing
Customer service
Sales
20%
74%
18%
52%
16%
48%
1999
2001
16%
34%
Forrester - Percent of 50 Fortune 1,000 companies interviewed
Forrester Research, B2B: 1998 = $43B 2003 = $1 Tb
Internet-Based Customer Service,
Cost, Objectives, & Challenges
“ How much will you spend on improving your customer service site? ”
$0 - $500,000
$500,001 - $999,999
$1 million - $2.9 million
$3 million - $5 million
> $5 million
39%
18%
11%
11%
20%
Percent of 44 responding companies using Internet-based customer service
Source: Forrester Report Dec 1999
eCRM
- The Need for Speed is Ever Heightened
The 1/2 life of a strategy used to be 3-5 years. Today, leading
organizations operate in windows of 3-5 months as competitive
pressures and the internet have taken hold
Maximum
Your
Strategic
Advantage
Time eats in to your Advantage
Minimum
The “So What Zone”
eCRM
Strategy
Formulation
eCRM
Strategy
Deployment
eCRM
Strategy
Realization
Time is your enemy! Winners are focused to
OPERATIONALIZE their eCRM strategies for
competitive advantage
Source: PwC CRM Practice
Time
eCRM Challenges of Today
We have millions of
customers hitting the site
- Who are they?
How can we personalize & target
our products, services and
promotions more effectively?
We are already behind,
how can we get going
quickly and safely?
How can we move
beyond website stage 1
How do we integrate our
eCare efforts w/ our call
center?
eCRM
How can we effectively
connect our Webstore w/
our Sales & Service areas
Source: PwC CRM Practice
How should I blend my
online/offline Marketing
activities effectively?
How can we collect, analyze,
measure and use customer
information real (near-real) time
across the firm
eCRM Capabilities Model
To facilitate discussion on eCRM priorities, we developed an eCRM framework which
organizes eCRM capabilities along 4 key quadrants: attract, present, process order, and e-care
Efforts associated
with driving
customers and
prospects to the
web site(s)
E-mail
promotions
Merchandising
Direct mail
promotions
Site design
Online and
offline
advertising
Efforts associated
with serving the
needs of the
customer at any
stage in the
customer
experience
Everything that
affects the customer
experience in the
Internet Store prior
to purchase
including organizing
the merchandise,
pricing, content and
site design
Customer
experience
Checkout
Telephone
customer
care
E-mail
customer
care
Fulfillment
Returns
Customer analysis
The efforts associated
with the purchase and
delivery of products.
(e.g. create, process,
fulfill, handle returns)
eCRM Core Areas
eStore
ePersonalized
Marketing
eCustomer
Care
eContent
Click Stream Analysis
Personalization
Customer Modeling Online/Offline Campaigns
Shopping Basket
Dynamic Content
Data Warehousing
Customization
Communities of Interest
Online Chat
Loyalty/Affinity Programs Available to Promise
eCRM
“Leveraging the internet to drive competitive advantage through core CRM
processes”
Source: PwC CRM Practice
eCRM
Capabilities Infrastructure
eStore
Configurators
ePersonalized
Marketing
Real-Time
Personalization
Engines
eCare
E-mail Management
Auto Response
Collaboration
Tools
eContent
Content
Management
eStore
ePersonalized Marketing
eCustomer
Care
eContent
Commerce
Servers
eMarketing
Analytical
Applications
Self-Service
Proactive Service
eStore
eCRM
eStore
ePersonalized Marketing
eStore
ePersonalized Marketing
eCustomer
Care
eContent
eCustomer
Care
eContent
Definition







Open 24 hours 7 days a week
Access from anywhere globally: onsite (brick and mortar), remotely with a PC; from a TV, from a cell
phone
Access to entire inventory
Immediate sales, no waiting in line
Easy/automated access to various levels of service
Quick search of desired product
Shorter buying process
Point of View
eStores provide the consumer with easy access to purchase products quickly, efficiently and
effectively
eStores efficiency provides the "best" price for consumers while providing higher profit margins for
businesses
The most effective paradigm for most business will be "click and mortar" where the traditional brick
and mortar storefront and website store best serve customers



Marketing Trends

B2B if growing at much faster rate than B2C

B2B is more profitable than B2C

Drivers for online buying 1) saving time, 2) demographics not important, 3) increased experience with
the Internet, 4) higher numbers of hours online at home, 5) use of the Web for financial services, 6)
significant reliance on e-mail

Need for better customer service

Etailers and retailers are partnering for more business. Etailers are learning that they can’t do without
retailers. Many still will shop at stores.

More than 65% of all B2B e-commerce purchases made in the US by 2003 will be made in six sectors:
retail, motor vehicles, shipping, industrial equipment, high tech, and government, according to BCG.
eStore
Configurators
eCRM
eStore
ePersonalized Marketing
eStore
ePersonalized Marketing
eCustomer
Care
eContent
eCustomer
Care

Help end users (inside sales reps or remote sales reps in “assisted” mode, or customers,
prospects, and partners in “unassisted” mode) select, configure, and ultimately,
purchase complex products and services while ensuring that each design is completely
accurate

Significant product rework costs can be avoided because correct designs are created on
the first try

Customer satisfaction improves dramatically because customers are no longer shipped
a product that is incorrect or different from the one they ordered

End users can quickly configure complex products or services that meet their specific
requirements, completing transactions via the Internet at a time convenient for them

Configurators collect invaluable data about customer preferences, providing the
opportune time to deliver cross-sell/up-sell recommendations
eContent
eStore
Commerce Servers
eCRM
eStore
ePersonalized Marketing
eStore
ePersonalized Marketing

Sell-side commerce servers provide the ability for organizations to put up a Web
storefront to their business that drives e-commerce transactions

Transition from Stage 1 (static content) to Stage 3 (dynamic, interactive content)
Web sites demands a much more robust commerce server platform including
sophisticated front-end and back-end features

The rapid growth in the number of corporate e-commerce initiatives and the rising
number of transactions being conducted through e-commerce bode well for
providers of commerce servers
Front-End
Functionality
Blue Martini
Broadvision
ATG
OneSoft InterWorld
Netscape
Microsoft
IBM
Open Market
Back-End Functionality
eCustomer
Care
eContent
eCustomer
Care
eContent
eCRM
eStore
ePersonalized Marketing
eCustomer
Care
eContent
ePersonalizedMarketing
 Definition
Collect information about your customer to make the buying experience simple, effective, and efficient
Provide highly customized buying experience for the customer.
Automation saves your customers' time. More sophisticated analysis and tracking software can give your business
an understanding of who is coming to your site and what they're doing there.
Segment your market to deliver high client satisfaction
One-to-One Marketing
 Point of View


Personalization will make the buying experience for a customer almost effortless because pertinent information about the
consumer’s tastes will have been collected through prior visits
Personalization is key to the success of a web site
 Market Trends
Personalization is growing and software tools that automatically do the work rather than forcing the customer to
provide information and constantly update
Privacy is a major concern in the web world – web sites must seek permission from consumers on collecting
information and provide explanation on how it will be used
Effortless service will keep customers coming back
Match the capabilities of the organization with the needs of the customer (e.g., mass customization)
Link management of supply chain using customer information
ePersonalizedMarketing
eCRM
eStore
ePersonalized Marketing
Analytical Applications

Used to slice and dice data (product, customer, etc.) to make more informed and more accurate realtime business decisions


Analytical applications are mission critical to discovering optimal cross-sell and up-sell
opportunities, with successful execution leading to tremendous ROIs


Expansion in data warehousing has created immense repositories of data that need analytical
applications to unveil customer buying behaviors
E-commerce traffic enables marketers to capture information on customers’ every move
Successful organizations will likely be those that have (1) higher quality data on products,
customers, and competition,(2) instant access to such data, and (3) the analytical tools that quickly
provide summary conclusions to drive actions out to customer touch points
eCustomer
Care
eContent
eCRM
ePersonalizedMarketing
Real-Time Personalization Engines
eStore
ePersonalized Marketing
eStore
ePersonalized Marketing

The dynamic delivery of targeted content to specific end users based on any given
number of business rules and the end user’s profile

The move from static Web sites to dynamic, interactive Web sites requires strong
personalization capabilities

Personalized offers dramatically improve the success rate of cross-sell and up-sell
marketing campaigns

Personalization is the killer technology that enables real-time, mass customization in
the online world
eCustomer
Care
eContent
eCustomer
Care
eContent
eCRM
ePersonalizedMarketing
eStore
ePersonalized Marketing
eCustomer
Care
eMarketing

Response Rates and ROI are dramatically higher using e-channels as compared to traditional direct
marketing techniques (e.g. direct mail)

E-mail is increasingly becoming end users preferred mode of communication as it has become a
part of both consumers and businesses everyday life

Inexpensive, convenient, and rapid means to communicate with millions of end users

The ultimate platform for marketers to distribute information and communicate with extended
enterprise
eContent
eCRM
eCare

eStore
ePersonalized Marketing
eCustomer
Care
eContent
Definition




Service customer 24/7
Provide various levels of service: basic information, more detailed, more specific to client needs
Provide web resources complemented with human resources (CSR)
Provide direction to outlets (brick and mortar) for special needs

Point of View


At the heart of success for a web site is the customer
A customer must feel that businesses understand their needs
and will provide the human touch when necessary\

Market Trends

A successful web site is one that complements the online experience with easy
access to “real life” interaction in order to clarify, serve, and/or simplify the buying
process

Customer service experience has to be quick response, informative, and courteous to
develop a pleasant buying experience that nurtures customer loyalty

Caring for the customer is critical to reduce current shopping cart abandon rates
which are over 60%

With a wide range of CRM solutions now available, we should expect customer
service options at e-commerce sites to improve substantially during the coming
months
eCRM
eCare
eStore
ePersonalized Marketing
eCustomer
Care
Collaboration Tools
Teleweb could become a killer eCRM
application as it provides the level
Of live interaction that is sorely missing
in Internet sales and service situations
Teleweb can become a critical element
to the successful sale of complex
goods and services over the Internet
where detailed explanations and “hand
holding” need to be delivered
Chat enables sales and service
representatives to increase productivity
by handling multiple “conversations”
simultaneously
Teleweb can be used to dramatically
cut down on travel time and expense,
in addition to improving
communications with all members of
the extended enterprise (including
internal employees)
Leverages large investments already
being made in contact centers while
enhancing the success of Internet
commerce initiatives
eContent
eCare
eCRM
eStore
ePersonalized Marketing
eCustomer
Care
eContent
Self-Service/Proactive Service
Customers are able to solve their own problems, getting the level of service they want, at the
time they want and through the channel they want while avoiding the cost and time of
proceeding through traditional channels (e.g., telephone)
Organizations are able to dramatically lower cost structures by avoiding additional
personnel costs
Organizations can improve the productivity of internal contact center reps by allowing them to
access the same problem resolution knowledgeable that is open to the public
As the number of users on the Internet increases to the projected 320 million users by 2003,
the level of end user technical expertise will become increasingly diluted
and the importance of providing online help will rise in proportion
Improving online service capabilities is needed to combat decreasing rates customer satisfaction
with online shopping experiences and increasing rates of “dropped shopping carts”
eCRM
eCare
eStore
ePersonalized Marketing
eCustomer
Care
eContent
E-mail Management/Auto-Response
The number of e-mail messages sent by consumers and businesses
is expected to continue its rapid expansion for the foreseeable future
Current e-mail response rates are horrible in every sense of the word, and
corporations must quickly change this if they plan on being a successful
e-business company
E-mail support is much more productive and much less expensive than
providing support through a call center
E-mail is the preferred mode of communication in the e-world, making
Purchase of this application category a necessity rather than an option
E-Content
eCRM
eStore
ePersonalized Marketing
 Definition
•
Set of processes, people, and technologies that support content sharing and reuse across
the entire corporation. Content management includes content authoring, versioning,
searching, tracking, grouping, categorizing, and routing, in addition to the delivery of content
to the ePublishing application.
•
ePublishing: Places content into page templates based on established rules. Often content
is personalized for a specific user/customer. Includes the design and development of the
page templates in addition to the maintenance of navigation and personalization rules.
 Market Trends; very hot space - Vignette, Documentum and now Interleaf (just bought by
Broadvision) making large progress
 Key Issues:
–
To place increased control over the the information presented on the site to merchandise and marketing personnel.
–
To decrease the time-to-market and costs associated with releasing new functionality to the site.
–
To streamline the content promotion process by enhancing the application and technical architectures to more tightly
integrate the Internet Store and jContent.
–
To integrate with and leverage eCRM information for target marketing and personalization.
eCustomer
Care
eContent
eCRM
eStore
ePersonalized Marketing
eCustomer
Care
Content Management
The size of corporate web
sites is growing at an
exponential rate as the
number of Internet projects
expands
Creating Web sites that deliver dynamic,
interactive content requires that content
be updated much more frequently to keep
Web sites fresh and engaging
Infrastructure Application
The ability to deliver
personalized content to all
members of the extended
enterprise will likely be a major
source of competitive
differentiation in the world of ebusiness
Decentralized content
management is complex but
is increasingly becoming a
necessity to avoid the
“webmaster bottleneck”
eContent
The Challenge of CRM Integration
•
Implementing a multi-channel integrated CRM
technology solution is complex
Success Rate
Five Technologies
Four Technologies
35%
29%
Three Technologies
64%
Two Technologies
69%
One Technology
68%
Source: Customer Relationship Management -- A Senior Management Guide to Technology for Creating a Customer-Centric Business;
PricewaterhouseCoopers/DMA, October 1999
Easy Sign- In
Easy Search
Simple Navigation
Coming Full Circle w/ our
Customers
•
Permission costs time and money to
acquire, and you have to know how much
it costs
•
Permission is instantly revocable and is
nontransferable
•
Permission doesn’t happen by accident
•
Permission has to be nurtured
•
Permission is selfish. What’s in it for me?
Seth Godin 1999
Building
the Customer
Profile
Cross S
&
Upse
Content
Management
Easy as “One-Click”
Narrow Casting
to Segments
Monitor prices on competitor
sites and adjust accordingly
Effective Practices: Lands’ End Web Examples
Improve the searching and browsing experience of the
customer based on customer information trail
Communicate detail campaign information to ensure
coordination of all channel campaigns
Forge alliances
for alliances/
bubble sites
The CRM Framework
Face to Face
Mail
Customer/
Prospect/
Employee
Touchpoints
• Paper
• Electronic
• Handhelds
• PDA's
•Tablets
• Remote Laptops
• Fax
Telephony
Customer Managed
• Web
• IVR
• ACD
• Kiosks
Front Office
Marketing Workbench
Business
Applications
•
•
•
•
•
•
Database
Marketing
Data Mining
Content Mgmt
Campaign Management
Interactive Marketing
Mgmt Analytics
Back Office
Service
Workbench
Sales
Workbench
•
•
•
•
•
•
Opportunity
Management
Proposal
Generation
Marketing Encyclopedia
Configuration & Pricing
Tele Sales
Mgmt Analysis
•
•
•
•
•
•
•
Case Management
Help Desk
Dispatch
Routing
Scheduling
Spare Parts Inventory
Mgmt Analytics
Order
Management
Distribution
& Logistics
Manufacturing
Procurement
Finance,
Accounting,
HR
Billing
Back Office
Front Office
Data Stores
• CTI
• VRU
Data Warehouse & Operational Data Stores
Leads
Opportunities
Customers
Interactions
eCRM Project Roadmap
Affirm
Strategy and
Confirm
Project
Objectives
Project Charter
 Conduct
executive
interviews
 Confirm
consensus
Assess
Current
eCRM
Environment
Current functional
& technology
environment
 Conduct interviews
with key functional
areas
Define Target
eCRM
Environment
Target functional
& technology
environment
 Conduct 3-4
visioning
workshops to
validate findings
 Define key business
and outline current
requirements
and future
 Identify points of
capabilities
customer interaction
 Identify and
 Inventory current
prioritize business
eCRM technology,
requirements
data sources, and
 Identify and define
processes
technology, tools,
 Understand related
and data sources
initiatives (e.g.,
to deliver business
ePublishing)
requirements
objectives and
 Input known
scope
“effective”
practices
Conduct Gap
Analysis
Produce
Roadmap
Gap Analysis
eCRM Roadmap
Identify gaps
between current
and target
environments
Define eCRM
initiatives, business
benefit, resources,
implementation
time frames, and
cost
Coordinate
findings with
other initiatives
Prioritize and
phase projects
based on user
needs, potential
business impact,
and ability to
deliver
Validate
recommendations
with key
stakeholders
Approach to Identifying Project Tracks
Combine experience, effective practices, feedback and experiences.
Our Experience
Stakeholder Feedback
• Business requirements
• Current state findings
eCRM
Capabilities
Model
(Inventory of
potential
eCRM
capabilities
and
performance
measures)
Capabilities
that require
improvement
Our
Analysis
Potential
tracks of work
to enable
capabilities
Track
Selection
Criteria
 Potential
Impact on
Revenues
“Effective” Practices
Identify Opportunities
Existing
capabilities
Assess Opportunities
= Indicates gaps in current environment
Deferred
tracks to
consider
 Ease
of
completion
 Contribution
Feedback
from
workshops
Tracks for
further
investigation
to
baseline
infrastructure
requirements
Tracks to
enable
selected
capabilities
Define and prioritize project tracks
An Example Potential Business Benefits & Investments
Selections to support strong potential to drive incremental revenue and contribute to
the aggressive plans for growth
Track

Example of potential revenue
lift
Hardware
Investment*
Reporting, metrics, and drill-down
Baseline infrastructure
$100K to 250K

Campaign management
Through improved targeting
with segmentation, sales
could increase by $6MM
$0 to $100K

Run-time repository for eMerchandising/eMarketing
An increase in frequency of
purchases by 5% equates to
an additional $13MM
$0

Suggestive selling through
collaborative filtering
An increase in basket size of
just 3%, from $98.86 to
$101.83, can impact sales by
$7.5MM
$0

Clickstream analysis
Baseline infrastructure
$0 to $200K

eCare enhancements
Saving 54,000 customers
who would attrite can impact
sales by $4.4MM
$0 to $200K
Note: (1) Hardware and software implementation costs are not included. Detailed assumptions are in the appendix.
(2) Assumes leveraging Ceres
(3) Assumes enhancement of Net Perceptions. Additional costs may apply for expansion of existing contract.
Estimated Numbers
Software
Development
FTEs
Investment 1
$0 to $200K
$0 2
$0 to $100K
Ongoing
FTEs
7
3
2
3
3
2
5
2
6
2
2
1
$0 3
$100K to $600K
$0 to $200K
eCRM Priorities and Project Phasing
Workplan
Reporting, Metrics, and Drill-down
Fix SurfAid
Define data dictionary
Quick-hit/existing data
Incorporate external benchmarks (+Nielsen)
Web navigation reporting (+clickstream/OLAP
[Specialty site design]
Web navigation reporting (+clickstream/OLAP for specialty sites)
Financial reports (+Gary drill-downs/OLAP)
Customer behavior reports (+purchase data)
Campaign management reports
Call center reports
Additional metrics
Clickstream analysis
Clickstream/OLAP tool software selection
Install clickstream/OLAP tool
Site redesign
Integrate syndicated and partner site log-file data
Integrate clickstream with purchasing data
Suggestive Selling through Collaborative Filtering
Enhance Net Perceptions
Run-time Repository for e-Merchandising/eMarketing
[ePublishing]
Create run-time repository to support ePublishing
Campaign management
[Install CERES]
Consolidate contact history with customer repository
Integrate CRA customer models for segmentation
Plan and implement targeted campaigns
Expand real-time Internet customer file
[Email personalization software selection]
[Install and integrate email personalization engine with CERES]
[eCare]
[Implement enhancement to email response]
[Contact management tool software selection]
[Install contact management tool]
Develop on-line self-help
Build a customer complaint and satisfaction database integrated
with call center, Echo Mail, and surveys for analysis
Process Enhancements
Organizational Improvements
Indicates parallel projects in progress that impact eCRM initiatives
March
3
1
April
3
May
1
3
June
1
3
July
1
3
August
1
3
September
1
3
October
1
3
November
1
3
December
1
3
Project Risks: “The Gotcha’s”
•
Organizational implications will challenge traditional ways of thinking
•
Initiatives will often lack the required resources to drive “business as usual” once the initiatives
are implemented
•
Multiple groups require involvement and “buy in” to support a successful eCRM implementation
•
Often concurrent projects will challenge the bandwidth of key staff
•
Ensure infrastructure readiness of data warehouse and content management systems
•
Executives must lead this eCRM initiatives vs support them
Summary
•
Internet leaders are winning by Value Creation
and Growth, while leveraging cost advantages
•
eCRM is the at the heart of competitive
advantage
–
dynamic, personalized interactions to support loyalty and growth
•
This is complex and new territory - know when to
get external experts to support your efforts
•
Take a multi-stage view on implementation
•
Move swiftly and get started to acquire ability to
drive organizational learnings
Extra slides follow:
Main Customer Contact Channels
Voice Call
E-Mail
Internet
Facsimile
Paper Mail
Customer Contact Routing
Each type of customer contact is routed to the appropriate CSR based on the their skill
set (method of contact and knowledge) and database values related to the customer
contact (e.g., market segment, assigned CSR, transaction, etc.).
 customer entered digits.
Voice Call
Internet
 customer entered information.
 content of the web page from which the customer initiated
the contact request.
 subject(s) selected in structured e-mail.
 text content of the e-mail.
E-Mail
Relationship Marketing
Segmentation of your customer database allows you to better serve your customers
based on their value to your organization.
Low
Segment 3
Value to
Organization
Segment 2
Segment 1
High
Tier 0
• Automated Service
• Internet Self-Service
Tier 1
• Automated Service
• Internet Self-Service
• Option to Speak with general
agent from IVR or internet
Tier 2
• Direct routing to agent with
highly skilled agents.
Sales Force Automation
Customer Service and Sales activities should be shared to maximize the organization’s
service capabilities and value of the customer to the organization.
 contact center/internet self-service opportunities/activities result in…
valuable leads and knowledge of recent customer activity for sales force
 sales force opportunities/activities lead to…
better customer service through awareness of recent sales activities
Opportunities
Sales
Customer
Activities
Customer
Service
CRMLive Architectural Overview
VOICE
Customer
Contact
Voice Call Request
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Lucent
Contact
Request
(Call Back,
Web Chat,
VoIP)
ITG
VoIP
Web
Chat
Lucent
Intervoice
Switch
Fulfillment
House
Literature
Request
IVR
Call
Genesys
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Siebel
Collaboration
Contact
Request
WebLine
WebLine
Collaboration
Request
Collaboration
Valex
E-Mail
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Cust
Data
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Profiling,
Trend Analysis
E-Mail
Response
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Campaign Mgmt
Media Blender
Responses
Channel.Connect
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
SAS
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
Mgmt Reporting
of Results
Cognos
Reporting
CRMLive Architectural Overview
- Voice Call Routing
VOICE
Customer
Contact
Voice Call Request
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Lucent
Switch
Contact
Request
(Call Back,
Web Chat,
VoIP)
VoIP
Lucent
Fulfillment
House
Literature
Request
IVR
Call
Genesys
ITG
Web
Chat
Intervoice
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Siebel
Collaboration
Contact
Request
WebLine
WebLine
Valex
E-Mail
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Cust
Data
Collaboration
Request
Media Blender
Collaboration
Responses
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Channel.Connect
Profiling,
Trend Analysis
E-Mail
Response
Campaign Mgmt
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
SAS
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
Mgmt Reporting
of Results
Cognos
Reporting
CRMLive Architectural Overview
- Web Collaboration
VOICE
Customer
Contact
Voice Call Request
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Lucent
Contact
Request
(Call Back,
Web Chat,
VoIP)
ITG
VoIP
Web
Chat
Lucent
Intervoice
Switch
Fulfillment
House
Literature
Request
IVR
Call
Genesys
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Siebel
Collaboration
Contact
Request
WebLine
WebLine
Collaboration
Request
Collaboration
Valex
E-Mail
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Cust
Data
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Profiling,
Trend Analysis
E-Mail
Response
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Campaign Mgmt
Media Blender
Responses
Channel.Connect
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
SAS
Mgmt Reporting
of Results
Cognos
Reporting
CRMLive Architectural Overview
- E-Mail
VOICE
Customer
Contact
Voice Call Request
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Lucent
Contact
Request
(Call Back,
Web Chat,
VoIP)
ITG
VoIP
Web
Chat
Lucent
Intervoice
Switch
Fulfillment
House
Literature
Request
IVR
Call
Genesys
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Siebel
Collaboration
Contact
Request
WebLine
WebLine
Collaboration
Request
Collaboration
Valex
E-Mail
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Cust
Data
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Profiling,
Trend Analysis
E-Mail
Response
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Campaign Mgmt
Media Blender
Responses
Channel.Connect
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
SAS
Mgmt Reporting
of Results
Cognos
Reporting
CRMLive Architectural Overview
- eStore Integration
VOICE
Customer
Contact
Voice Call Request
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Lucent
Switch
Contact
Request
(Call Back,
Web Chat,
VoIP)
VoIP
Lucent
Fulfillment
House
Literature
Request
IVR
Call
Genesys
ITG
Web
Chat
Intervoice
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Siebel
Collaboration
Contact
Request
WebLine
WebLine
Valex
E-Mail
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Cust
Data
Collaboration
Request
Media Blender
Collaboration
Responses
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Channel.Connect
Profiling,
Trend Analysis
E-Mail
Response
Campaign Mgmt
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
SAS
Mgmt Reporting
of Results
Cognos
Reporting
CRMLive Architectural Overview
- Legacy Integration
VOICE
Customer
Contact
Voice Call Request
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Lucent
Switch
Contact
Request
(Call Back,
Web Chat,
VoIP)
VoIP
Lucent
Fulfillment
House
Literature
Request
IVR
Call
Genesys
ITG
Web
Chat
Intervoice
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Siebel
Collaboration
Contact
Request
WebLine
WebLine
Valex
E-Mail
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Cust
Data
Collaboration
Request
Media Blender
Collaboration
Responses
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Channel.Connect
Profiling,
Trend Analysis
E-Mail
Response
Campaign Mgmt
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
SAS
Mgmt Reporting
of Results
Cognos
Reporting
CRMLive Architectural Overview - Relationship Marketing
VOICE
Customer
Contact
Voice Call Request
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Contact
Request
(Call Back,
Web Chat,
VoIP)
VoIP
Lucent
Intervoice
Switch
IVR
Fulfillment
House
Literature
Request
Call
Genesys
ITG
Web
Chat
Lucent
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Siebel
Collaboration
Contact
Request
WebLine
WebLine
Valex
E-Mail
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Collaboration
Request
Media Blender
Collaboration
Responses
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Channel.Connect
Cust
Data
Profiling,
Trend Analysis
E-Mail
Response
Campaign Mgmt
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
SAS
Mgmt Reporting
of Results
Cognos
Reporting
CRMLive Architectural Overview
- Automated Service
Voice Call Request
VOICE
Customer
Contact
Call
Back
INTERNET
Customer
Contact
VoIP
Lucent
VoIP Net Mtg
Contact
Request
Lucent
Switch
Contact
Request
(Call Back,
Web Chat,
VoIP)
VoIP
Lucent
Fulfillment
House
Literature
Request
IVR
Call
Genesys
ITG
Web
Chat
Intervoice
Automated
Service
Customer
Activity
Marketing
Department
CTI
Collaboration
Agent
Call Routing,
Soft Phone,
Screen Pop,
E-Mail
Campaign
Literature
Offers,
Criteria
CenterVu
Collaboration
Contact
Request
WebLine
WebLine
E-Mail
Siebel
Case Mgmt
Cust Profile/ Campaign
Campaigns
Lists
Collaboration
Request
Media Blender
Collaboration
Responses
E-Mail Request
Genesys
E-Mail Response (Auto, CSR)
Channel.Connect
Cust
Data
Profiling,
Trend Analysis
E-Mail
Response
Valex
Campaign Mgmt
Micro Strategies
Analytics
E-Mail
Product Content
Quotes, Customer
eStore
Call Lists
Vignette
Internet Inquiry
Web Site
Account #
Billing History
Customer
Database
Scoring
Analytics
Billing History
Account #
LEGACY
Account Inquiry
CNT
Billing
Billing History
Screen Scrape
SAS
Mgmt Reporting
of Results
Cognos
Reporting