CRM
2
Customer Relationship Management
Definition
An approach Supporting tools 3CRM approach
[Seybold 1998, 2000]
Integrated and structured process to
interact with customers
Goal: build with customer long term
relationship, increase his satisfaction,
increase value of company for him/her
and viceversa
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CRM approach
Customer becomes core aspect of
commercial strategy
The company
Makes access to product/services as easy
as possible
Produces customized offers
Provides complete access, from pre-sale
to post-sale
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CRM - tools
CRM approach not feasible without tool
support
CRM starts with Siebel (1993)
ERP ERP SCM CRM 6
CRM paradigm
Multichannel Customer accesses company through any
channel
– Web, call center, counter, (mail)
Uniqueness of data and service
Access is consistent through all channels
– Data (on product, on customer) is the same and does not depend on channel
End to end service chain
Front end: contact with customer (CRM)
Back end: service provision, delivery,
administration
Service chains
Can be more or less complex
Level 1: reservations
Level 2: product sale
Level 3: customer care
Ex.: reservations
Health services, flights, movies ..
Database with availability of
product/service + (multichannel) front
end
Simple service chain
Sale of right to a service (no
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Ex.: E-commerce
Computers, books, music
Complete service chain
Sale of product + delivery
– Amazon
Sale of product + production + delivery
– Dell
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Ex. Customer care
Telephone services, Complex service chain to assist customer after sale 11
Evolution of tools
80’s
Sales Force Automation (SFA): tools to
support salesperson
90’s
Toll free numbers, call centers
Informational services
Reservation services
– Airlines, health services
After sales support (help desk)
Sales (tele selling, telemarketing)
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1995: WEB
Informational sites Sales – B2C ( www.Amazon.com ) – B2B (CISCO)
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Integration of SFA, call center, web into
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CRM, needs
Insurances Utilities PA HEalth Transport Turism Consumer Market Banks TLC Commodities Durable goods Beni Strumentali Pharmaceutical Hi TechFrequency and contuinity of contact
Number of customers High High Low Low 14
Not all business domains have the
same need for CRM, that depends on
Intensity of relationship with customer
(frequency of contact, duration of contract)
Size of customer pool
Loyalty of customer
Multichannel or not
CRM tools: key functions
Commercial logistics
Also offered by ERP tools
Support for multichannel interaction w
customer
Inbound, outbound
After sales
Analysis of customers (analytic CRM)
+
+
+
Logistica Commerciale Contatto cliente Inbound & outbound (telemarketing) Customer care Supporto post -vendita + gestione lealtà Analisi comportamento del cliente (CRM analitico) 16
CRM : modules
Salesperson Call center Internet
Data Clients, Products Analysis (Analytic CRM) back-end modules (ERP) • Execute requests from customer •Manage customer Campaigns and marketing • Support to contact w customer, on all lifecycle and all channels Front-end Modules
• Support to marketing processes
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CRM, db
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Sales Force Automation channel
Planning and control – Prospects, actual sales Interaction customer – vendor – Offers – Offer templates – Offer validation – History Salespers on centerCall Internet Data Analytic CRM “back-end” Campaigns marketing 19
SFA: process
I moduli sono trasmessi al Call Center
L’Operatore di Call Center registra l’Offerta
Il venditore sviluppa la trattativa con il cliente E’ creato l’ordine Sono generati i moduli
Customer Customer Data Data E’ generata un’opportunità per il venditore Invio SMS Invio SMS Invio Invio MAIL MAIL La Sede acquisisce il Cliente L’operatore di Sede registra l’anagrafica del
cliente La Sede assegna il cliente al venditore LISTE CLIENTI CONTATTO DIRETTO DEL CLIENTE 20
Internet channel
Business vs Consumer customers General informations, Catalogue of products Purchase: suggestion of products, configuration, shopping cart, checkout Information on all
transactions of the customer, and their state
After sale: complaints and
suggestions
Log of all customer actions
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente (CRM analitico) Moduli “back-end” Gestione campagne e marketing
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Internet channel
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Call center channel
CTI - Computer Telephone
Integration)
IVR (Interactive Voice
Response)
ACD (Automatic Call
Distribution) Voice recognition Caller recognition Speech to text Functions 1. Information on company and products 2. Purchase 3. Status of purchases or other transactions 4. Complaints
5. History of interactions with customer
6. Telemarketing inbound outbound, following scripts
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente (CRM analitico) Moduli “back-end” Gestione campagne e marketing DWH
TelefonoNumero Customer CareNumeri verdi
Emissione O.S.: in automatico tramite automa
(ISDN mononumero / on-line da operatore) SistemiLegacy
(TGU, TLD, GSRI) Sistemi Legacy (TGU, TLD, GSRI) Richiesta O.S. Inoltro richieste non
evadibili in linea Stato avanzamento O.S. Dati
Cliente
Toolbar Telefonica
(gestione chiamate)
Fax ServerServerFax
Invio comunicazioni enti interni/ esterni
Scheda Contatto Guasti, O.L. Tracking on line Internet ISP Scheda Cliente Back Office Cap. Reparto/Addetti Call Center 181 Documentale
Ex.: Customer Care
Analytic CRM
Data from data
warehouse
Functions
1. Segmentation indexes (profitability etc)
2. Data mining to compute predictive indexes 3. Reports on customers,
production of dashboards
4. Definition of segments, customers per segments
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente (CRM analitico) Moduli “back-end” Gestione campagne e marketing
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Analytic CRM: architecture
Customer Data eChannel Field Service Web Offers Call Center eMails eNewsletters Sales Data WarehouseERP / Back-office Dati esterni
Campaign Execution—Real
Time and Batch
Estrazione & Trasformazione Campaign Mngt Segmenta-zione Mining ILL USTR AT IVA 27
Campaign management
Planning and execution
of campaigns
Functions:
1. Selection of customer lists 2. Design and plan
campaign
3. Transfer data from anaytic CRM to operational IS
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente (CRM analitico) Moduli “back-end” Gestione campagne e marketing 28 Sistemi di Business Intelligence Sistemi di Business Intelligence Call Center Call Center Gestione Campagne Gestione Campagne •Contatti •Adesioni •Comportamento rispetto al canale/contatto •Indici per scheda cliente •Liste contatti •Offerta •Profili •Contatti •Adesioni •Comportamento rispetto al canale/contatto Canali cliente E-mail, Web, Sms, Portali, ... •Contatti •Adesioni •Comportamento rispetto al canale/contatto •Liste contatti •Offerta •Informazione al cliente •Altre informazioni: reclami, comportamenti, ...
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Campaign: workflow functions
ILL USTR AT IVO 30
CRM vendors
CRM vendors
Fullliners: suite ERP + CRM + BI
Peoplesoft
SAP, ORACLE
Analytic CRM, Business Intelligence
SAS BO
Others: Data Mining / Text Mining suites
Telephone technology vendors
Pure CRM Vendors
SIEBEL
Leader
Vertical suites (TLC, Banks, etc)
AMDOCS
Billing suite
CRM (based on suite Clarify )
Targeted to TLC, Utilities
KANA
Pure CRM (no billing)
Modules for campaigns, E-mail, ..
Epiphany
Pure CRM
TLC, Banks, Hi-Tech, Mfg, Consumer ecc.
Onyx
Pure CRM
Financial + Hi tech
