CRM Planning and Implementation

CRM PLANNING AND IMPLEMENTATION

STRATEGIC CRM PLANNING PROCESS:

•      Defining the business objectives.

•      Understanding CRM Three dimensions (people, process, IT)

•      Using a structured approach to manage CRM

•      Identifying both corporate and customer needs

•      Using customer needs to re-engineer business processes

•      Selecting technology based on business needs and functionality

•      Ensuring systems development is business led

•      Ensuring actionable measures of customer performance

•      Actively managing culture and change, win buy in

•      Using a phased implementation strategy

CRM IMPLEMENTATION (PHASES)

•      Develop the CRM Strategy

•      Build CRM Project foundations

•      Need specifications and partner selection

•      Project implementation

•      Performance evaluation

1.  Develop the CRM Strategy

•      Situational analysis

•      Customer or segments

•      Market offering

•      Channels of distribution

•      Commencing the CRM education

•      Developing CRM vision

•      Setting priorities

•      Goals and objectives

•      Identifying the people,process,and technology requirement

•      Develop a business case

2.  Build CRM Project foundations

•      Identify stakeholders

•      Establishing the governance structure

•      Identify the change management needs

•      Identify the project management needs

•      Identifying the criteria success factors

•      Developing a risk management plan

3.  Need specifications and partner selection

•      Process mapping and refinement

•      Data reviewing and gap analysis

•      Hosted or On-premise CRM

•      Calling for proposals

•      Invite potential partners

•      Revised technology need identification

•      Asset the proposals and select one or more partners

4.Project Implementation

•      Refining project plan

•      Identifying the technology customization needs

•      Prototype design,test,modify,and roll out.

5.Performance Evaluation

•      Project outcomes

•      Business outcomes

•      Implementation issues

•      Poor planning

•      Poor Integration

•      Towards a solution

CRM TOOLS

·        STRATEGIC CRM

·        TECHNOLOGY AND IMPLEMENTATION

·        MOBLIE BUSINESS FOR THE ENTERPRISE

·        SALES AND MARKETING

·        BUSINESS INTELIGENCE

·        CUSTOMER CONTACT CENTER

    1.STRATEGIC CRM

1.     BUSINESS CASE

2.     CUSTOMER KNOWLEDGE

3.     CUSTOMER LOYALTY

4.     CUSTOMER RETENTION

5.     CUSTOMER SATISFACTION

6.     DIRECTION

7.     LEADERSHIP

8.     MASTER PLAN

9.     METRICES OR MEASUREMENT

10.                        PEOPLE &PROCESS

11.                        ROI

12.                        STRATEGY & SUCCESS

13.                        TECHNOLOGY

14.                        TOP MANAGEMENT

15.                        TRENDS

16.                        VISION

2. TECHNOLOGY & IMPLEMENTATION

1.     ENTERPRISE ARCHITECTURE AND APPLICATION

2.     CRM –INDUCED CULTURE CHANGE

3.     MIGRATIONMANAGEMENT

4.     KNOWLEDGE BASED UTILIZATION

5.     APPLICATION SERVERS

6.     SYSTEM INTEGERATERS

7.     PLANNING AND INVESTICATING

8.     IMPLEMENTATION AND DEPLOYMENT

9.     CHANGE MANAGEMENT

10.                        MAINTAINING AND UPGRADING

3.MOBILE BUSINESS FOR THE ENTERPRISE

1.     DELIVERY TECHNOLOGY

2.     DISPLAY TECHNOLOGY

3.     FIELD FORCE AUTOMATION

4.     INPUT TECHNOLOGY AND DEVICES

5.     MOBILE COMMERCE

6.     MOBILE ENTERPRISE

7.     MOBILE OPERATING SYSTEM

8.     WIDE AREA NETWORK

9.     WIRELESS APPLICATION SERVICE PROVIDER

10.                        WIRELESS DEVICES

4.  SALES AND MARKETING

1.     ENTERPRISE RELATIONSHIP MANAGEMENT(ERM)

2.     E-SALES

3.     LEAD QUALIFICATION

4.     OPERATIONAL CRM

5.     PARTNER RELATIONSHIP MANAGEMENT

6.     REPEAT BUSINESS

7.     SALES FORCE AUTOMATION

8.     ANALYTICAL CRM

9.     CUSTOMER PROFILEING AND SEGEMENTATION

10.                        E-MARKETING AUTOMATION

11.                        LEAD QUALIFICATION in sales

12.                        PERSONALISATION

5. BUSINESS INTELIGENCE

1           ANALYTICAL PROCESS

2           CUSTOMER INTELLIGENCE SYSTEM

3           CUSTOMER SCORING

4           DATA CLEANING

5           DATA MINING

6           DATA WAREHOUSE

7           FILTERING AND HOUSE HOLDING

8           INFORMATION DATABASE

9           LEGAMART

10      METAMART

11      OPERATIONAL SYSTEM OR DATABASE

6. CUSTOMER CONTACT CENTER

1           CALL CENTER AND HELP DESK

2           CUSTOMER INTERACTIVE CENTER

3           CUSTOMER RETENTION

4           CUSTOMER SUPPORT

5           E-SERVICE SYSTEM

6           LIVE SUPPORT AND SERVICE

7           ON-LINE SUPPORT AND SERVICE

ANALYTICAL CRM

1           Analytical CRM may be defined as a decision support system that is targeted to helping senior executives ,marketing, sales and customer support personnel to better understand and

capitalize upon their customer needs, the c customer buying cycle.

2           Analytical CRM consist of applications that enable business to analyze relevant data in order to achieve a more meaningful and profitable interaction with the customer.

3           It uses customer data for analysis, modeling and evaluation to create a mutual relationship between company and its customers.

4           It helps to better understanding of customer behavior.

5           The analytical CRM solution enable the effective management of a customer relationship. Analysis of customer data can a company begin to understand bahaviours,identify buying patterns and trends and discover casual relationship.

Key features of Analytical CRM

•      It integrates and inheriting all this data into a central repository knowledge base with an overall organization view.

•      It combines and interacts the value of customers with strategic business management of organization and value of stakeholders.

•      It determines, develops and analyze inclusive set of rules and analytical methods to scale and optimize relationship with customers by analyzing and resolving of all questions.

1 NEED OF ANALYTICAL CRM

•      CUSTOMER ACQUISITION

•      CUSTOMER ATTRITION(slow destruction)

•      TIME UNTIL ATTRITION

•      REVENUE DOLLAR MODEL

•      CUSTOMER UPGRADE

2 PURPOSE OF ANALYTICAL CRM

•      Design and execution of targeted marketing campaigns to optimize marketing effectiveness.

•      Design and execution of specific customer campaigns, including customer acquition,cross selling, up- selling, retention.

•      Analysis of customer behavior to aid product and service decision making.

•      Management decisions

•      Prediction of the probability of customer defection

•      Analytical CRM generally makes heavy use of data mining.

•      Importance of analytical CRM

•      Make more profitable customer by providing high value services.

•      Retaining profitable customer through sophisticated analysis.

•      Addressing individual customer needs and efficiently improving the relationship with new and existing customer.

•      Improves customer satisfaction and loyalty.

•      Find and explore useful knowledge in large customer database.

•      It helps in classifying customers, predicting customer behavior.

•      Steps in analytical CRM process Step:1 Problem formulation

•      Segmentation of clients

•      Acquisition analysis

•      Relation analysis

•      Channel or approach analysis. Step:2 preparation

Step:3 Definitive analysis

•      Statistical techniques

•      Data mining

•      Machine learning techniques Step:4 Visualizing

OPERATIONAL CRM

•      OPERATIONAL CRM involves the areas where direct customer contact occurs. These interactions are referred to as customer touch points.

•      Company maximize the process of gathering and understanding customer information from all touch points.( eg: call centers, point of sales, web etc.)

•      Touch point classification:

1. Face to Face touch points: sales/service/channel/events/stores/promotions

2. Database-Driven Touch-points: telephone/e-mail/mail/SMS/Fax/loyal

3. Mass Media: Advertising /public relations/Website.

1 APPLICATION OF OPERATIONAL CRM

1.       MARKETING AUTOMATION: It is automatically focused on automating  marketing processes. In marketing campaign management involves marketers to use customer specific information to determine, evaluate and develop communication that are targeted to customers in individual as well as multi level or multi channel environment.

Campaigns developed to communicate customers individually are easy and involves unique and direct communication.

2.     SALES FORCE AUTOMATION:

The main part of CRM is not only deal with existing customer. It also try to acquire new customers also. The process starts with identification of customers, maintaining all correspondence details into the CRM system.

This process includes generation of lead and qualifying those leads into prospects. Business people following up the customer continuously and convert them into a winning deal. Automation of selling process is effectively handle by salesforce automation, which automates all the methodologies or sales cycle.

3.  SERVICE AUTOMATION-

It deals with managing organizations service. The actual interaction with the customers such as contact, direct sales, direct mail, call center , web sites and blogs etc.. are examples of operational CRM.

Each interactions with the customer can be collected to the client database generally known as customers history.

This helps to assess a clear view of customer needs such as products owned, prior support calls etc.

Basis of the information, if e customer required the customer can easily be contacted at the right time at the right place.

• CUSTOMER SERVICE AND OPERATIONAL CRM

CALL CENTER:

A call center is one of the best asserts a customer driven organization can have becoz maintaining a high level of customer support is critical to obtaining and retaining customers.

Contact centers also track customer call history along with problem resolution.

•      WEB BASED SELF SERVICE –This service allow customers to use the web to find answers to their questions or solutions to their problems. Example, FedEx courier service , Gas Booking System, E-Ticketing.

•      CALL SCRIPTING –This system helps to assess organizational databases that track similar issues or questions and automatically generate a details to the CSR (Customer Service Representatives) who can then relay them to the customer. Example, Frequently Asked Questions.

CALL CENTER MANAGEMENT

A call center is a place that encourages customers to make calls in order to facilitate their easy usage of the product/service offered by the organization. All calls from customers regarding their queries, problems, suggestions are entertained.

It consists of a group of personnel that are specifically trained in handling inbound and outbound customer calls thus catering to customer service needs.

A center is a place where a number of people handle the incoming as well as outgoing telephone conversations of a varied nature with their customers.

Call centers are undergoing major development. Companies are becoming customer oriented instead of product oriented and are investing in CRM. CRM (Customer Relationship Management ) being the customer centred strategy of the decade and finding its roots in customer satisfaction and customer focus, has started to play a very prominent role in the call center sector. How has it achieved this? Call centers are finding that implementing this strategy brings them vast benefits. For example the high potential that call center CRM software has in collecting vital customer data and storing it. This data is entirely essential to the call center and is utilized in its day to day activities. It helps them possess a clearer view of the customer being handled and enables them to give the right answers to customer queries, problems etc. Knowing the customer, his preferences, his purchase history etc all contribute significantly to the better handling of the customer.

A few features available in this system.

1.     Automatic call distribution

2.     Interactive voice response ( IVR) –Cellular Service,#1,#2,#3,#9.

3.     Predictive Dialing.

HISTORY OF THE CALL CENTER INDUSTRY

•      The history of the call center was begins in USA in 1874. (Alexander Graham Bell introduced the voice over wires).

•      May 1877, first telephone pattern was introduced and 6 telephone connections were in use.

•      Nov 1877, over 3000 phones were being connected through wires for homes and business use. During this period, the first call center was created as individual rang operators, who is manually connected their calls through a switch board with a required party.

•      In 1880, the number of phones in use had claimed to 1,33,000. It become more difficult for new or temporary operators to have the knowledge of how and where all the phone lines are connected.

•      First ever 24 hours call centers was an inbound customer service and sales center set-up by pan American world airlines in1956.

•      In 1967 AT&T introduced 800 toll free lines that gave customers a way of contacting businesses at no cost to themselves.

•      In recent times call centers was flourished because industries such as travel,hospitality,banking,and catalog shopping have found value in the concept.

•      They are utilized to provide superior customer service and increase sales to maximize market share.

•      Call center service depends on three factors like- speed, quality and efficiency. The main objectives are

1. Customer satisfaction

2. Business process analysis

3. Employee development and welfare

4. Increase in revenue

5. Analyzing future trends

6. Cost reduction.

CLASSIFICATION OF CALL CENTERS

1.     Inbound / Outbound

2.     International / Domestic

3.     In-house / Out-Sourced

4.6.4    CALL CENTER DEVELOPMENT PROCESS

1. Select a Location for the call center where there is an educated work force.

2. Select the underlying technology component.

3. Decide which channels to support on the call center.

( Mail, Chat, Web Forms, Text Chat, VOIP)

4. Select the software solution,that meet requirements and will integrate with existing systems.

5. Integrate system when feasible.

6. Determine service level agreement and business processes.

7. High and retain staff.

8. Finalize the budget

9. Establish measurement and performance processes.

10.            Establish on –going policies for training and updating CSR.

OPERATIONAL CHALLENGES

1.     Trained man power

2.     Government regulations

3.   Commitment to quality

ROLE OF CRM MANAGERS

Role of CRM manager in planning and implementation

1           Developing CRM Programs

2           Direction

3           Listening

4           Conflict resolution

5           Positive image

6           Follow through

7           Administrative duties

8           Coaching sessions

9           Customer interaction

10      Communication

11      Reporting to senior management

Responsibilities:

1.     Measurable increase in customer satisfaction measures

-  Maintain or increase recurring revenue from their customers

-  Develop/maintain referenceable customers

-  Decrease in Executive level escalations from assigned customers.

2.     Acts as Customer Advocate within the organization

-  Develops in-depth knowledge of the customer's goals and strategy as it relates to the product/service being used, assists the customer in reaching those goals, and communicates those goals internally to help drive product/service decisions.

-  A single contact/escalation point for cross product/cross functional issues

-  Holds customer accountable for maintaining contracted levels of training/staffing/etc.