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    Abhijeet Prahlad: Business Intelligence and CRM

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    Abhijeet Bharadwaj
    This document discusses business intelligence, CRM, and enterprise systems. It notes that while SAP claims to have a large number of systems "deployed," only about 25% of their CRM software gets implemented within the first year compared to 90% for other vendors. Research suggests 70% of CRM implementations fail to meet expectations. The document outlines the goal of a class on CRM, defines CRM, discusses customer lifecycles and touchpoints, and covers e-CRM, types of CRM systems, and considerations for successful adoption and deployment of CRM.

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    Abhijeet Prahlad: Business Intelligence and CRM

    Uploaded by

    Abhijeet Bharadwaj
    131 views19 pages
    This document discusses business intelligence, CRM, and enterprise systems. It notes that while SAP claims to have a large number of systems "deployed," only about 25% of their CRM software gets implemented within the first year compared to 90% for other vendors. Research suggests 70% of CRM implementations fail to meet expectations. The document outlines the goal of a class on CRM, defines CRM, discusses customer lifecycles and touchpoints, and covers e-CRM, types of CRM systems, and considerations for successful adoption and deployment of CRM.

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    BI CRM Abhi

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    This document discusses business intelligence, CRM, and enterprise systems. It notes that while SAP claims to have a large number of systems "deployed," only about 25% of their CRM software gets implemented within the first year compared to 90% for other vendors. Research suggests 70% of CRM implementations fail to meet expectations. The document outlines the goal of a class on CRM, defines CRM, discusses customer lifecycles and touchpoints, and covers e-CRM, types of CRM systems, and considerations for successful adoption and deployment of CRM.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    131 views19 pages

    Abhijeet Prahlad: Business Intelligence and CRM

    Uploaded by

    Abhijeet Bharadwaj
    This document discusses business intelligence, CRM, and enterprise systems. It notes that while SAP claims to have a large number of systems "deployed," only about 25% of their CRM software gets implemented within the first year compared to 90% for other vendors. Research suggests 70% of CRM implementations fail to meet expectations. The document outlines the goal of a class on CRM, defines CRM, discusses customer lifecycles and touchpoints, and covers e-CRM, types of CRM systems, and considerations for successful adoption and deployment of CRM.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 19

    Business Intelligence and CRM

    Abhijeet Prahlad
    Introduction

    The Myth of CRM, business


    intelligence, and enterprise
    system
    The Myth of SAP
    SAP has been able to legitimately tell analysts that it
    has a large number of systems "deployed," or in
    customers' hands -- but that's not the same as saying the
    systems are implemented and in use, which is really
    what market share ought to represent.
    According to a research published last year by Gartner
    (NYSE: IT), only about 25 percent of SAP's CRM
    software gets implemented in the first 12 months after
    a customer accepts the CD, versus 90 percent
    deployment of some other CRM vendors' software
    within 12 months.

    3
    What went wrong with CRM?
    UK research firm Butler Group suggests that as many as 70% of
    CRM implementations fail, while Gartner Group is only slightly
    less pessimistic when it claims that 55% of all CRM projects fail to
    meet customers' expectations. (Source: Planning is essential to success of
    CRM)
    4 Cs: Contents, Collaboration, Community, & Complexity
    Optimization involves two steps: First, the enterprise begins to view
    knowledge as a strategic asset. Second, it designs and implements
    knowledge management processes to formally manage, access and
    invest these assets."
    The secret to CRM success isn’t in the computer (Source: Marketing
    technology: the secret to CRM success isn’t in the computer)
    Know your intuition, define success, set objectives, make a plan,
    reward your employees, know your customer, empower your
    employee, tell customer what you’re doing, measurement, and fine
    tune & adopt.

    4
    What went wrong with CRM?
    Top Sales Improvement Goals Benefits from using CRM

    Increase Increase Increase Increase Improve Improve Reduce Increase


    revenue Sale Market Customer Comm. forecasting Admin revenue
    effectiveness share royalty burden

    5
    Goal
    The goal of the class
    Prepare the student for broaden
    knowledge on CRM, CRM software &
    CRM vendors.
    Prepare the student to select right CRM
    system to a specific I.T. project.
    Prepare the student the possibility of
    being a CRM consultant

    6
    What is CRM?
    Defining CRM
    Common misconceptions
    CRM is not a software!
    CRM misconceptions
    Definition
    Customer relationship management (CRM) consists
    of the processes a company uses to track and
    organize its contacts with its current and prospective
    customers. CRM software is used to support these
    processes; information about customers and
    customer interactions can be entered, stored and
    accessed by employees in different company
    departments.

    7
    What is CRM? (Kincaid, Ch3, p.45)

    Defining CRM concepts


    Customer life cycle & sales pipeline
    B2B CRM
    Customer asset
    Using customer touch points
    Summary of a successful CRM models

    8
    Sales Pipeline
    9
    Customer touch poi
    nts10
    What is CRM?
    Deciding who should lead the CRM
    functions
    Marketing
    Sales
    Customer services
    Product support
    Channel & partners

    11
    What is CRM???
    Summary of the chapter...
    What touch points does your company
    currently employ and which function
    manages them?
    What are the basic steps in your
    customers’ life cycles?

    12
    E-CRM
    Merging CRM and internet
    Why e-CRM is so important
    Customers want and expect the benefits that
    the internet gives them.
    The internet is extremely cost effective
    medium for delivering customer
    interactions
    CRM vs. e-CRM

    13
    Stage 1: Automate each of the customer-facing
    functions.
    Stage 2: Create historical data marts for each function
    and use the information to continuously improve the
    customer experience when utilizing each function.
    Stage 3: Implement a unified customer relationship
    data warehouse spanning all customer-facing
    functions, giving the enterprise a total picture of the
    customer relationship for the first time.

    14
    15
    Types of CRM & CRM systems
    3 types of CRM
    Operational CRM
    Analytical CRM
    Collaborative CRM
    3 types of CRM systems
    In house
    ASP
    Open source

    16
    Adaptation..
    The new economy’s new face
    Knowledge centricity
    Increasing returns and network effects
    Accelerated clock speed
    Transparency, information symmetry, and
    knowledge asymmetry
    Low switching costs
    Modular innovation
    Rapid and ad hoc alliance
    Product as experience
    In what area mentioned above your company could
    utilize when adopting CRM technology?
    17
    …and
    The new-new imperatives
    Integrating and turning customer and channel
    knowledge into action
    Forging strong relationships with customers
    and channel partners
    Customer knowledge integration
    Relationship management in e-business
    Value proposition

    18
    Reading assignments...
    Six Steps To Successful CRM-CTI Deployment
    (Pazak, 2005)
    Consider user adoption
    Factor in your IT expertise
    Don’t mistake technology for business strategy
    Best of the breed may not add up (and vise
    versa)
    Evaluating business processes
    Look for global view

    19

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