CRM Back To The Future.doc

1、CRM Back To The FutureCRMBack To The FutureClaudia ImhoffIntelligent Solutions, Inc1.CImhoffIntelSols4+1 (303) 444-2411.IntelSols? 2002,Intelligent Solutions, Inc.CRM: Back To The FutureCRM Back To The Future The Past Where Did We Start The Present: Where Are We Now The Future: Where Are We Going2?

2、2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe Beginning Product Focus Organization by Product Billing / Account Organization Product Profitability Product Volumes Product Capacity Utilization Segmentation to Support Products Call Centers by ProductMarketProductsto the CustomerMasses3?

3、2002, Intelligent Solutions, Inc.CRM: Back To The FutureProduct Focus Precludes AnswersBasic CRM Questions How many customers do you have? How many products does each customer own? Can your best customers contact you effectively and efficiently? Can you anticipate the customers needs accurately enou

4、gh to be in the Right place, at the Right time, with the Right product for them?4? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCRM Back To The Future The Past Where Did We Start The Present: Where Are We Now The Future: Where Are We Going 5? 2002, Intelligent Solutions, Inc.CRM: Back To

5、The FutureThe Changing Business LandscapeGrowingGrowingConsumerCompetitionDemandsCustomer RelationshipsTailorMarketProduct CustomizationProductsProductsto theto theCustomerProfitabilityMassesTechnology6? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe Present Customer Focus Customer Need

6、s Based Sales and Marketing Customer Segment Organization Customer Care Centers Focus on Developing Lasting Relationships Life Time Value Presides over Short Term Profitability Customer Satisfaction Measured Retention Key ObjectiveTailorProductsto theCustomer7? 2002, Intelligent Solutions, Inc.CRM:

7、Back To The FutureCRM MantraCan you anticipate the customers needs accurately enough to be in the Right place, at the Right time, with the Right product for them?8? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCustomer Relationship ManagementCustomer Relationship Management . . .Aligning

8、business strategy, corporate culture and organization, customer information, and supporting information technologyso that all customer interactions promote 7View -CMRCustomerManagedRelationships11? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCMR Principle #1We will actively seek the cust

9、omers investment in our relationship12? 2002, Intelligent Solutions, Inc.CRM: Back To The FuturePermission Marketing In his book “Permission Marketing”, Seth Godin advocates a departure from traditional customer communications Obtain customer attention with traditional interruption marketing techniq

10、ues Provide incentive for customer to volunteer permission for ongoing dialog Use permission to educate customer Use permission to educate company Leverage permission to modify behavior Sell more products Solidify relationship13? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe “Managed”

11、in CMR Customer-managedcontacts Permission Marketing contacts with the customer are: Anticipated Personal Relevant Any contact should be designed to take consumers from strangersto friendsto customersto loyal customers Customer preferences can be actively sought Customer preferences can be used to a

12、llow the customer to managethe relationship 14? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCMR Principle #2Customer knowledge will be the lifeblood of our business15? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe Customer in CMR -Premier Customer Pages>Regional Customer

13、 Forums Dell Platinum Council meetings>Dedicated On-site Service teams for top accountsSource: Harvard Business Review, March April 199818? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCMR Principle #3We will aim to understand customer relationships19? 2002, Intelligent Solutions, Inc.

14、CRM: Back To The FutureThe Relationshipin CMR the type of involvement a party has Relationship:with the organization or with another partyEmployeesHouseholdOrganizational HierarchyExtended RelationshipsNote: Customers can have multiple relationships20? 2002, Intelligent Solutions, Inc.CRM: Back To T

15、he FutureRelationshipEquals Influence ValueContemporary Extended HouseholdHouseholdTraditional HouseholdSmith & ParentsAssociatesFatherMotherDaughter21? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureExpand the Customer Relationship ValueExtended RelationshipHouseholdCustomerProductYest

16、erdayTodayFuture22? 2002, Intelligent Solutions, Inc.VALUE TO CUSTOMER & COMPANYCRM: Back To The FutureCustomer ODS Promotes Relationship KnowledgeCustomerCall CentersWeb SiteCustomerRelationships(ODS)Marketing Service ExecutivesRepresentativesSource: Information Week 11/3/0023? 2002, Intelligen

17、t Solutions, Inc.CRM: Back To The FutureCMR Principle #4Our customerconversations will be guided by new technology24? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe Corporate Information FactoryLInformation Workshopibrary & ToolboxWorkbenchInformation FeedbackExternaExploration lDSI

18、WarehouseData APIERPWarehouseData Mining DSIWarehouseData CIF Data Data InternalAPIAcquisitionManagementDeliveryOLAP Data DSIMartALegacyPIOperationalData StoreTrIOperMartTrIAPIOtherOperational SystemsMeta Data ManagementService Change Systems Data Acquisition Operation & ManagementManagementMana

19、gementManagementAdministration25? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureOperational and Strategic ComponentsAPIOperationalCMROperationalAPITrIData StoreApplicationsAPIMeta Data ManagementAPIStrategicOperationalCMRSystemsApplicationsAPIExplorationDSIWarehouseAPIDataData MiningData D

20、eliveryDSIWarehouseAPIWarehouseDataDSIAPIMartOperationalSystems26? 2002, Intelligent Solutions, Inc.Data AcquisitionData AcquisitionCRM: Back To The FutureFedEx Links Technology to Customer Experience Provides e-business services through e-commerce builder program to start-up companies Self service

21、Web-based package tracking Hand-held scanners capture delivery information (including electronic signatures) and post it to the Web Testing MyEurekaportal to integrate and deliver customer information to organization Call center employees Marketing executives CouriersFedEx27? 2002, Intelligent Solut

22、ions, Inc.CRM: Back To The FutureCMR Principle #5Our plans of today will position us to deliver tomorrow28? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureOur VisionCustomer information is a strategic resource that must be integrated and shared throughout the extended enterprise.29? 2002, I

23、ntelligent Solutions, Inc.CRM: Back To The FutureNo Plan For Customer InformationUSERDESIGNERRESULTI need to trackNo problem!marketingcampaignsMarketingI need to trackSure thing!sales leadsServiceHave it for youI need to paysales incentivesin a jiffy!SalesI need to aggregateUh oh!information fromall

24、 threeOverall30? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCustomer View Ultimate GoalCUSTOMER VIEWNO CUSTOMER VIEW Product options, pricing, and Unidentified relationships billing tailored to customer prevent recognition of complete desires and valuecustomer / product relationships Ty

25、pe of service / level of Unidentified relationships cause treatment shared across all mistreatment of VIP customerservice points Common customer information Customer must contact multiple shared across service centerscall centers to effect changes across all products owned31? 2002, Intelligent Solut

26、ions, Inc.CRM: Back To The FutureOrganization Structure -TraditionalThe EnterpriseCellularCableLong DistanceMarketingCustomer Customer CareCareDistributionSystemsMarketingDistributionSystemsProduct Product DevelopmentProduct Product DevelopmentProduct DevelopmentDevelopmentProduct DevelopmentDevelop

27、ment32? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureOrganization Structure -EvolvedThe EnterpriseCellularStrategic OperationsCableLong Shared SystemsDistanceMarketingCustomer Customer CareBusiness CareManagementMarketingSystemsBusiness DistributionIntelligenceDistributionBusiness Systems

28、Product OperationsProduct DevelopmentProduct Product DevelopmentProduct DevelopmentDevelopmentProduct DevelopmentCustomer ManagementDevelopmentCustomer Portfolio33? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureTransforming the Organization Mobilized top 80 executives to create customer-centric organization Balanced need to move quickly in on-line world wit