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• Analytics - The goal of CRM analytics is to deploy the ability to act on the
data and analysis mined from customer and marketing repositories to
improve business processes so that they are more customer-centric.
information used for analysis and reporting can come from:
• sales activities and can include databases containing customer
prospecting, product lists, and payment data.
• marketing and can include information such as sales revenues, customer
segmentation, campaign responses, and promotions history.
• service and can consist of customer contacts, support request incidents,
and survey responses
• Service - The last component in the cluster of CRM functions is CSM
(Customer Service Management)
• Being able to efficiently and effectively respond to the customer after the
sale is critical in keeping current customers and acquiring new ones
• Whether they are termed contact centers, CIC, or customer care centers,
the strength of this support functions is essential in enriching customer
relationships
Today’s Customer Dynamics
• CRM is about providing companies with the ability to explore new ways of
responding to the realities of the expanding power of today’s customer
• Today’s customer is in actuality being driven by two very powerful needs:
Strong
relationships
Value Driven
with
suppliers
Marketing Events
• Able to broadcast the latest marketing information through online newsletters, Web-based seminars, and special
webcasts.
Customer Retention
• Assist companies not only to isolate and rank customers most likely to leave but also to weigh the possible impact of
promotional efforts on this class of customers.
• The goal is to mine the customer data and devise models that can assist in the prediction of customer behavior
Response Management
• Once data from a marketing campaign begins to stream in, marketers need to be able to utilize the information to
perform several crucial tasks.
• First, they must be able to gather, extract, and analyze the data.
• Second, they must be able to determine the impact of the campaign by calculating actual customer profitability
• Assist in refining and possibly altering the course of the campaign
Customer Service Management (CSM)
• Total customer care is the cornerstone of the customer-centric organization.
the mission of customer care functions include the following:
• Improve customer service while reducing costs.
• Put the customer in control by providing self-service and solution-centered
support.
• Segment customer behavior one-to-one to individualize goods and services.
• Earn customer loyalty to gain a lifetime of business.
• Today, CSM through the contact center or known as Customer Interaction
Centers (CIC ), service functions sought to deploy a range of multimedia
tools to not only relate order and account status, but also to manage every
component affecting the customer from product information to maintenance,
warranties, and upgrades
• The mission of these applications is to enable companies to activate open,
productive dialog with the customer that are personalized in that they reflect each
individual customer’s needs, self-activating in that they permit the customer to
successfully self-service their questions, immediacy in that critical information can be
conveyed in real-time, and intimate in that the customer feels the supplier is sincerely
concerned about their issues and that the outcome will provide a basis for future
sales and service interaction
Customer Service Management (CSM)
Automatic Call
Distribution
(ACD)
Computer
Call-Center
Telephony
Analytics
Integration (CTI)
Service
Internet Call
Cyberagents,
Management
Bots, and Avatars
Customer Service Management (CSM)
Automatic Call This technology provides for routing incoming customer calls to the proper service
Distribution (ACD) resources based on defining characteristics.
Interactive Voice provide 24/7/365 routing of service calls based on the customer’s response typed on
Response (IVR) the telephone keypad.
Computer Telephony provide the technologies necessary to integrate data with telephones.
Integration (CTI)
Internet Call the customer is able to enjoy a significant level of self-driven interactivity. Information ranging from
Management proactive notification of new products to troubleshooting tools, support guides, and online forums
has changed the scope of service management
Service Cyberagents, The goal is to equip bots with specific expertise, instruct-ability, simplified reasoning,
Bots, and Avatars and the ability to cooperate with other bots to guide cyberagents in solving problems
for customers
Call-Center Analytics enable service reps to model the customer and architect the service criteria necessary
to respond effectively to customer needs
Performance possess analytics gathering to record and evaluate customer service interactions as
Measurement well as metrics to evaluate, measure, and manage service rep quality and productivity
CRM and the Supply Chain
Partner Relationship Management (PRM)
• Sales Management
• Consists of several function that include team selling, catalog management, needs
analysis, and order management.
• Provide for quotation management and configuration capabilities that can activate
interactive selling tools to customize partner and marketplace needs
• Provide partners a window into channel product availability, order status, and
service requests and warranties.
• Services Management
• provide for the ongoing training and certification of partners and activation of
support capabilities.
• Provide partners with interactive demos and presentation software that combine
content and configurability capabilities that dramatically present product to
prospects.
• PRM Collaboration
• Facilitate channel networks to co-develop marketing programs and joint business
plans.
• transmit analytics and metrics of customer performance, channel sales forecasts,
and general marketplace feedback.
Electronic Bill Presentment and Payment (EBPP)
• The best way to perceive CRM and CEM is view them as consisting
of two integrated spheres
• one focused on ensuring the highest level of customer equity
• the other on achieving the deepest, most enduing relationships between a
customer and the companies and brands it does business with
• There are four critical support technologies that enable the
linkage of CRM and CEM
• Business Enterprise Backbones
• Demand Sensing
• Operations Optimization
• Demand Shaping
Merging CRM and CEM
• Business Enterprise Backbones
• IT systems in this area are used to consolidate all customer information in
databases that are shared across the supply chain network.
• Demand Sensing
• Technologies in this area are used to provide a complete view of customer
interactions across all channels
• Operations Optimization
• IT systems in this area are used to engage lean concepts and practices to
reduce costs and wastes at each channel touchpoint
• Demand Shaping
• Technologies in this area are used to provide customer-facing functions
with focused order management tools and information to service the
customer.
Defining the Content of Social Networking
Technologies
• Technologies targeted at social networking must be capable of
empowering customers to utilize these critical networking
capabilities:
• Communications Repository Management - Software applications must be able
to capture and then be searchable to allow marketers to mine histories of customer
interactions with the business, organizational responses, and
situational/contextual circumstances that could uncover value for future use
• Advanced Networking - Customer-to-customer or peer-to-peer networking
provides an essential window that enables individuals and companies to stay
connected to peers, thought-leaders, or just the buzz of the marketplace. It
improves the customer experience and also reduces service operating costs by
reducing overheads while expanding support
• Innovation - companies can utilize their social media tools to source reservoirs of
knowledge, ideas, and metrics through keyword searches across social networks to
locate information relating to just about any research, problem, or opportunity
area under review to get ideas for improvements and new capabilities from their
customers
• Promotion - Loyal, happy customers will provide a potent positive message that
will penetrate and main thoroughfares and isolated backroads stretching across a
global terrain impossible even through the most robust viral marketing campaigns.
References
• D. F. Ross, Supply Chain Management Technologies, 2nd Edition.
Unites States of America : CRC Press, 2011.
• J. Strauss and R. Frost, E-Marketing, 7th Edition. Unites States of
America: Pearson, 2014.
• C. Schuh, et al., Supplier Relationship Management – How to
Maximize Supplier Value and Opportunity. New York: Apress,
2014.
Question & Answers