CRM Technology CRM Technology What is CRM Technology

CRM Technology

CRM Technology What is CRM Technology ? • CRM Technology is a set of tools • Used to: -Gather -Organise -Analyse -Communicate -Keep Track of -Automate • Database technology • Analysis and Data Mining technology • Programming – automation of business processes • Digital channels/networks 2

CRM Technology is a tool • Technology is of less importance than CRM strategy • Technology is of less importance than CRM processes • Technology is of less importance than people and organisation • Investment in CRM tools should only be done if it is profitable

CRM Technology Potential benefits Return on investment should be measured against CRM processes, but CRM technology can by itself provide benefits; • Volume / capacity • Presence in electronic channels • Leverage of previous investments (Data Warehousing, Websites etc. ) • Efficiency üLess manual work üProcess efficiency üCorporate ”memory” • Triggers and automation 4

CRM Technology Challenges • CRM technology must support a CRM strategy • CRM technology must support CRM processes • Organisation development and training • Project cost • Maintenance and operations cost • Evaluation of effectiveness and R. O. I 5

CRM Technology Success • Technology implemented according to CRM strategy • Implement according to priorities • Design for multiple channels, multiple processes Recipe for success • Test in small scale • Involve and develop customer focused organisation • Involve IT department • Leverage existing investments - integrate Pitfalls • Guerrilla development (”IT never delivers anyway”) • Throw away what you have; start from scratch • Focus on technology, forget strategy and processes • Design from scratch, ignore experience • Automate one channel first, then assess requirements for cross-channel integration 6

CRM Technology offered • Consulting and custom design • Standard CRM software and databases • ASP services (Application Service Provider) • Outsourcing (Business Service Provider) 7

CRM Technology CRM applications • Campaign Management • Customer Process Automation • Customer Service and Support Automation (and Call Centre Automation) • Contact Management (Sales Force Automation) • a. CRM / Data Mining (and Analytical Marketing Data Store) • Customer self service (e. Commerce) • Marketing databases (Operational Marketing Data Store)

CRM Technology Example: Auto Inc. • Marketing • Sales • Financing • Insurance • Service • Supplies • Customer Care 9

CRM Technology The Customer • Seek information • Test and compare • Finance • Insure • Get new car • Use car • Confirm choice • Cover new needs • Maintain • Avoid trouble • Complain • Buy new car 10

CRM Technology Customer Touch-points 11

CRM Technology Information in CRM Processes Events for each customer Buy Seek info Tech. Malfunct. First Service Receive info Get car New car ? New needs supplies Customer relation Info on sales possibilities Info on requirements Info on customer and customer relation Info on service Info on car Info on complaints and events Customer identifier Info on processes Scoring and categories Information Info on campaigns and information Activities and documents Info on our organisation (employees and divisions) 12

CRM Technology CRM Processes Events for each customer Buy Seek info First Service Get car Tech. Malfunct. Receive info New car ? New needs supplies Customer relation Sales process Delivery process Service process Customer Care process Our processes Re-purchase process 13

CRM Technology Integration “Back-office” 14

CRM Technology Integration “Front-office” 15

CRM Technology Applications 16