CRM| BI| Big Data

XIM, Bhubaneswar
October 15 16, 2014

SASHIKANT MOHANTY

CRM

XIM, Bhubaneswar
October 15 16, 2014

SASHIKANT MOHANTY

Customers have become increasingly central to enterprises

Corporations that have baked in consumer perspective in direction,

business strategy and tactics have reaped competitive advantage

What is the problem being addressed?

Unidirectional Business Strategies driven by Production capacity

Limited Role of Customer

Customer Defection

Low Predictability of demand

Customer Involvement

What is changing?

What is CRM

.. A comprehensive business model for increasing revenues and profits by focusing on

customers. Martin Walsh

A strategy used to learn more about customers needs and behaviors in order to develop
stronger relationships with them. CIO

Customer Relationship Management (CRM) is a strategy for managing all your companys
relationships and interactions with your customers and potential customers. It helps you
improve your profitability. Salesforce

A way to identify, acquire, and retain customers, a business greatest asset. - Siebel

CRM is a framework of processes to maximize revenues through effective management of prospects and
customers by systematic qualification, acquisition and retention.

CRM ENABLES ORGANIZATIONS TO

Identify types of customers

Design individual customer marketing campaigns
Treat each customer as an individual
Understand customer buying behaviors

RFM
How recently a customer purchased items
How frequently a customer purchased items
How much a customer spends on each purchase
(monetary value)

Pipeline Management
Lead Generation Process

PROSPECT GENERATION BY SEGMENT

LEAD QUALIFICATION
CONSULTATION
PRESENTATION(S)
JUSTIFICATION
PROPOSAL
CLOSE

Marketing, Sales
Business Development
Marketing
Sales
Channel Partners
Sales + Technical
Sales + Technical
Sales + Finance +
Operations
Sales + Finance
Sales (+ Corporate
Executives)

MARKET IS UPBEAT ON CRM

Gartner Predicts CRM Will Be

A $36B Market By 2017

Gartner predicts BI and

analytics will remain top focus
for CIOs through 2017
Gartner believes major changes are imminent to the
world of BI and analytics including the dominance of data
discovery techniques, wider use of real-time streaming
event data and the eventual acceleration in BI and
analytics spending when big data finally matures

Constituents of CRM
FINANCIALS

SALES

SERVICE

ANALYTICS

MARKETING

CRM for Sales

CRM for Service

CRM and BI Complement

CRM: Key Functionality List

- To Decide-

Case I: CRM Package Selection

Large Telco has presence across multiple segments Voice key being Fixed line and mobile, Data Broadband, 3G/ 4G, and
DTH. They have relied on home grown systems, or excel to manage customer data. While they were the pioneers in the new
age services in India, they are facing stiff competition from existing players ramping up, new operators, and international
operators
The leadership recognizes the challenge and the imperative is to get a stronger focus around growth, customer like to
implement CRM to enable increase in revenues, arrest decline in market share and bring in higher profitability
The challenges include

Missed Sales forecasts

High churn of customers

Poor conversion of Prepaid customers, esp during events

Low operational efficiency

Customers have limited knowledge of products

Rudimentary Product management capability

Limited means to capture customer feedback

Additionally, they welcome proposals that demonstrate the bidders understanding of the business, knowledge of the market,
relevant technology aids

You are the CIO of the Telco Enterprise.

What would be the key evaluation criteria for selection for the package? Suggest weightage youd associate with each
What are the areas you expect vendors to focus on should they be pitching a strong business case?
Who would you choose as partners in the evaluation process, that you expect to consult or engage to make the process
comprehensive? What areas would you expect them to contribute?

CRM: Summary
CRM has become a subject of strategic interest for Corporations, to stay
relevant in business, to increase sales-force productivity, to provide
single window of information thereby be differentiated competitively
eventually to increase revenues and return better value to customers,
investors and shareholders.

Challenges:
Business Managers ability to use leverage CRM is limited because of
lack of financial information
Head of Marketing/ Business Managers to take decisions on resource
allocation across options require information on business
performance by territory, product, channel etc, trends and outlook
To be competitive you need scenario planning skills and hence
advanced modelling capabilities

MOBILE
CRM

CRM ON
CLOUD

SOCIAL
CRM

New Frontiers for CRM

Interaction

OPERATIONAL & ANALYTICAL CRM