CRM/KM INITIATIVE AT 3M

Customer Relationship Management

Model for managing companys interactions with current and future customers Learning the needs and behaviour of customers Increases customer loyalty Reduced business costs Better customer service Cross sell produce efficiency Simplify marketing and sales process Close deals faster

Knowledge Management?
Defined as Fact or condition of knowing something through experience or association It is a set of models describing properties and behaviors Knowledge provides completive advantage which necessitated protection , cultivation and limited sharing of knowledge Facilitated by IT tools: off-the shelf e-mail packages and collaboration tools Categorized into : Knowledge Repositories, Expertise Access Tools, e Learning Applications, Discussion and Chat Technologies

About 3M
Started in 1902 in mining operations. Strong focus on R&D
Helped company to grow exponentially intense product offerings

Operations in 63 countries with more than 10K products to offer 15 % rule R & D centers

Why 3M needed A CRM software?/Input

10,000 products
1440 queries/day

Started keeping notes of products

18% unsolved queries transferred to R&D desk Problem repetition

Absence of trackback mechanism

Objectives

Reduce Training time and Abandon calls

Improve Solution accuracy and problem Resolution speed

Selection of software
CRM : Remedy Action Request System of Remedy corporation KM :eCRM of Primus with eServer and eSupport

Attributes
Easily integrated with other KM software No additional programming required

Attributes
Compatible with existing H/w and S/W Flexible workflow, Immediate sharing Random word search algorithm

Benefits Saves time

Benefits

Saves cost of new hardware

Elimination of offline knowledge managers

Saves cost

Outcome
Test outcomes Higher percentage of calls at first contact Call transfers reduced Reduced training time Any time , any one from the support can access the solutions
software CRM S/W
agent expert

problem
customer

Knowledge base Knowledge base Knowledge base

Outcome
New hiring policy Implemented in 25 departments out of 30 within 2 years Data stored in KM software was used for; Pattern recognition Data Analysis of
People | who? How many? Problems | what products? What Issues? software Solutions | What solutions?

which helped in,

New product development Refining existing product
Knowledge base

Outcome
Parameter Increase/Decrease

Productivity of agents

13% up

First call resolution

84 % to 95 %

Referral to expert

software

55 % down

Support training time and cost

35 % Down

Customer satisfaction

95 % Knowledge base

Extending The Benefits

Implementation throughout the organization

HR | Procurement | Purchasing departments Knowledge base available by corporate intranet Extranet for customers and agents-Website personalization Handheld device for distributors and reseller network

Extending The Benefits

Allowed customer to access its knowledge base

Lower calls to customer support agents Less hiring cost Less training cost Customer value Convenient to customer

Thank you!
Adit Shah | Rahil Darji | Maulee Desai| Aravind Shah | Muneek Shah