Customer Relationship Management CRM Systems Copyright 2016 Curt

Customer Relationship Management CRM Systems Copyright © 2016 Curt Hill

Enterprise Goals • A CRM attempts to fulfill the goals of a company in regards to customers: • Attract new customers – Widen the market for their products • Satisfy the customers – This is about retention of existing customers • Deepen the relationship – Often about selling more to these customers Copyright © 2016 Curt Hill

Audience Participation • We all know something about VCSU • The business model of a University is a little different than that of a corporation – How are a company’s customers different than a colleges? • How does VCSU: – Attract new customers? – Satisfy the customers? – Deepen the relationship? Copyright © 2016 Curt Hill

Typical CRM Benefits Benefit Examples 24/7/365 operation Web-based interfaces Individualized service Learn how each customer defines product and service quality Improved information Integrate all information for all points of contact Improved problem identification/resolution Improved record keeping and efficient methods of capturing customer complaints Optimized processes Integrated information removes information handoffs Improved integration Information from the CRM can be integrated with other systems to streamline business processes Improved product development Tracking customer behavior over time helps to identify future product and service offerings Improved planning Provides mechanisms for managing and scheduling sales follow-ups Copyright © 2016 Curt Hill

CRM Strategy • Policies and Business Processes – Promote a customer-focused culture • Customer Service – Provide quality, satisfaction, and an enhanced customer experience • Employee Training – For employees from all areas • Data Collection, Analysis, and Sharing – Track all aspects of the customer experience to improve the process Copyright © 2016 Curt Hill

CRM Components • There are several pieces to this puzzle that work together to satisfy the goals of the enterprise • Operational CRM • Analytical CRM • Collaborative CRM • Each of these will be considered now Copyright © 2016 Curt Hill

CRM Software • CRM software is a category of software that covers a broad set of applications and software • Software is designed to help businesses – Manage customer data and customer interaction – Access business information – Automate sales, marketing and customer support – Manage employee, vendor and partner relationships Copyright © 2016 Curt Hill

Operational CRM • Sales Force Automation (SFA) – Manage sales force activities • Customer Service and Support (CSS) – Automates service requests, complaints, product returns, and information requests • Enterprise Marketing Management (EMM) – Improves the management of promotional campaigns Copyright © 2016 Curt Hill

Sales Force Automation • Automates paperwork functions • This allows the representatives to spend more time with customers • Reduces errors • Ensures leads are pursued Copyright © 2016 Curt Hill

The New Call Center • Customer interaction centers (CIC) support multiple communication channels – Evolved from help desks and call centers – Phone—automatic call distribution systems, virtual hold technologies – Web—self-service technologies – Facebook – Industry blogs – Face-to-face Copyright © 2016 Curt Hill

Operation • A call comes into the CIC • It may be about many things: – Desiring more information on a product – Obtaining warranty work for a purchased item – Ordering products • The representative who fields the call may deal with any of these by bringing up the correct screen from the CRM software – Some of those screens are publicly available web. Copyright sites© 2016 Curt Hill

Analytical CRM • Like an ERP there is a data warehouse which supports data mining, business intelligence and decision support sitting behind the CRM software • It is used to identify new business, sales, and marketing opportunities Copyright © 2016 Curt Hill

Social CRM • People have multiple online accounts – E-mail and social media as well as accounts with the enterprise • Identity management helps companies integrate these to obtain a more complete picture • Analytical CRM applications – Microsoft’s Social Networking Accelerator – Google Alerts – Dell’s Social Media Listening Command Center Copyright © 2016 Curt Hill

Collaborative CRM • Greater Customer Focus – Understanding customer history and current needs • Lower Communication Barriers – Personnel have complete customer information – Personnel use customer-preferred communication methods • Increased Information Integration – Personnel know prior and ongoing communication Copyright © 2016 Curt Hill

Dangers • CRM systems may facilitate coercive sales practices • Systems may categorize customers in a way customers take offense to • Personalized communication may become too personal Copyright © 2016 Curt Hill

Largest CRM Vendors • As of 2014 these were the top four vendors (in this order) – Saleforce. com – SAP – Oracle – Microsoft • These four accounted for 46% of a $23 billion dollar market Copyright © 2016 Curt Hill

Salesforce. com • CRM software is becoming key to business success – Critical for most medium to large organizations – Becoming a necessity for many small businesses – Small business don’t have ability to host complete CRM solutions • Salesforce. com hosts a CRM Saa. S in an online cloud – The Sales Cloud – The Service Cloud Copyright © 2016 Curt Hill

Finally • I don’t care what they say CRM is here to stay! • Like ERPs these are a very important part of enterprise software for the foreseeable future • Anything that will -bring in new customers -bring greater customer satisfaction -prolong the relationship is valuable to the enterprise Copyright © 2016 Curt Hill