Customer Relationship Management Systems Nicole Burch Kenneth Glindmyer
Customer Relationship Management Systems Nicole Burch Kenneth Glindmyer
CRM’s Mission Customer-centric business strategy with the goal of maximizing profitability, revenue, & customer satisfaction.
CRM’s Goals n n To connect different players within an organization. To coordinate their efforts in creating an overall valuable series of experiences, products, & services for the customer.
Objectives n n Capturing, storing, & analyzing customer, vendor, partner, & internal process information. Integrate technology as part of an overall customer-centric strategy.
Support n n n Sales Marketing & Customer Service Training
Support n Professional Development n Performance Management n Human Resource Development & Compensation
Players Within a CRM n n n Customer Facing Operations Internal Collaborative Functional Operations External Collaboration Functions
Players Within a CRM n n n Customer Advocates & Experience Designers Performance Managers & Marketing Analysts Customer & Employee Surveyors & Analysts
Input n Database with: Customer’s interactions with the organization n Support information n Requests n Complaints n Interviews n Survey responses n
Building Blocks n Customer intelligence n Business modeling n Learning & competency
Building Blocks n Analytics & quality monitoring n Collaboration & social networks n Can be implemented over time separately, eventually need to be coordinated.
Failure n Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.
Types of CRM’s n n n Operational- Provides support to “front office. ” Analytical- Analyzes customer data. Collaborative- Coordinate multi-channel service & support.
Oracle Siebel n n n Comprehensive CRM capabilities Tailored industry solutions Role-based customer intelligence and prebuilt integration
Virgin Mobile USA, LLC n n n Using Oracle’s Siebel applications, Siebel Communications. Critical part of its IT infrastructure. Intelligence call center is approaching world-class standards in customer service.
Virgin Mobile USA, LLC CRM Provides: n n Easy self service over the Web. Allows customers to speak with knowledgeable customer service representatives.
Virgin Mobile USA, LLC CRM Provides: n Ability to share data across channels. n Complete transactions in real time.
How it Works n n Customers can “top up” their accounts instantaneously. Process: n End of the Month OR Low Balance Threshold Charges the customer’s credit card n Updates the balance n Sends a confirmation text message n
Oracle Siebel n Link: http: //www. oracle. com/applications/crm/si ebel/index. html
- Slides: 20