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CRM - What is CRM?

Customer relationship management, is a number of strategies and technologies that are used to build stronger relationships between companies and their customers A company will store information that is related to their customers, and they will spend time analyzing it so that it can be used for serving them.

What is CRM Contd.


a) CRM is about Strategy CRM is about creating a competitive advantage by being the best at understanding, communicating, delivering and developing existing customer relationships, in addition to creating and keeping new customers (Strategic CRM)

b) CRM

the customer thread

Whether the customers are current / potential / selected CRM is about acquiring, retaining, partnering, personalizing relationships with them. CRM helps businesses use technology and human resources to gain insight into the behavior of customers and the value of these customers.

What motivates companies to adopt CRM Strategies?


Competition: Globalization

Customer Expectation: e-Commerce


Technology: Touchpoints Diminishing impact of advertising:

Information through e-mail and web sites

Aim of CRM :

Identify who customers/business partners are. Attract them to company's business. Manage interactions with them throughout their relationship lifecycle with the company. Learn more about them.

Increase their satisfaction.


The company can gain new customers, and it can also become highly competitive in the market.

CRM - History & Evolution

CRM Business Strategy

CRM represents an enterprise business strategy that involvs focusing knowlege, business process, and organizational structure around customers

CRM Business Strategy

In a typical company, it is usual to have to following scenario:

CRM Business Strategy

In a customer focused company, the information flow and the ability to access information is very different:

CRM and Relationship Marketing


CRM is the domain of relationship management with customers.

Industrial Revolution: This is what I make, wont you please buy it? Customer Revolution: This is what I need, Cant you please make it.

Companies have to turn from a make and sell philosophy to sense and respond philosophy.

CRM - Vendors
Oracle Siebel SAP

Microsoft Dynamix
Onyx Sugar CRM (Open Source)

The market grew by 12.5 percent in 2008, from revenue of $8.13 billion in 2007 to $9.15 billion in 2008. The following table lists the top vendors in 2006-2008 (figures in millions of US dollars) published in Gartner studies.

Vendor

2008 Revenue 2,055 1,475 965 581 451 3,620 9,147

2008 Share (%) 22.5 (-2.8) 16.1 10.6 6.4 4.9 39.6 100

2007 Revenue 2,050.8 1,319.8 676.5 332.1 421.0 3,289.1 8,089.3

2007 Share (%) 25.3 16.3 8.3 4.1 5.2 40.6 100

2006 Revenue 1,681.7 1,016.8 451.7 176.1 365.9 2,881.6 6,573.8

2006 Share (%) 26.6 15.5 6.9 2.7 5.6 43.7 100

SAP
Oracle Salesforce.com Microsoft Amdocs

Others
Total

CRM Oracle-Siebel
With the acquisition of Siebels Leading CRM Solutions, Oracle now offers a complete, complementary, world-class set of customer-centric applications.

Enables companies to manage interactions with customers, partners, and employees Typically deployed as a single application with broad functionality

Uses a single database to: Allow all users access to the same set of data. Ensure changes to data are made once and only once

Oracle-Siebel CRM
Types of Siebel applications:

Employee application

Example: Siebel Call Center

Customer application

Example: Siebel e-Sales

Partner application

Example: Siebel Partner Portal

Oracle-Siebel CRM contd.

Employee Application: Siebel Call Center

Oracle-Siebel CRM contd.

Customer Application: Siebel eSales

Catalog

Shopping Cart

Oracle-Siebel CRM contd.

Partner Application: Siebel Partner Portal

opportunities

Oracle-Siebel CRM contd.

Siebel Architecture

Idea Cellular Limited in association with oracle has planned to implement the Siebel CRM application across the country in order to provide end-toend solutions to his users.

Aviva uses CRM to insure success:


The implementation of Talisma e-CRM has helped them share real-time customer information across different customer-facing departments across locations. This has helped departments track customer details and respond to queries at short notice.

Benefits for Aviva


Avivas entire sales and marketing operations have been integrated through the deployment of the e-CRM suite. The customer service team at Aviva has successfully leveraged it to provide superior service across multiple channels. Aviva can share real-time customer information across its customerfacing departments across locations. It has facilitated the timely analysis of the companys sales and marketing initiatives, thus helping Aviva modify its products and services to the tastes and requirements of customers.

User interfaces of e-CRM suite used by Aviva


Interfaces Uses
The interface makes use of Microsoft Outlook for communication with the sales team and automatically performs a two-way synchronization between the client and the server. With the help of this interface, sales related information like details of contacts, accounts, interactions and opportunities can be easily downloaded into a user's Outlook folder.
This interface is being used by Aviva's banking partner at its branches to access the server over the Internet using a dial-up connection.

Talisma Offline Client

Talisma Web Client

Talisma Portal Framework

This interface is being used by Aviva's insurance agents who log on to this portal from anywhere (home PC, cybercafe, etc). Operations performed by agents through the portal are restricted to operational sales details and viewing a few key reports that give them an indication of their performance. Data updated by agents goes to the central Talisma CRM data repository. This simplifies and smoothens the monitoring of Aviva's dispersed sales operations.

Dell - Case Study


Dell recently launched its portfolio of Software-as-a-Service (SaaS) applications for large enterprises, small and medium businesses, the public sector and channel in the Asia Pacific region. Dells SaaS applications provide customers with cloud-based applications that help simplify and automate IT management and reduce overall IT costs. Challenge:
Dell--a leading global systems and services company--wanted a CRM solution capable of providing a global view of its pipeline and a way to collaborate across global sales teams.

Solution:
Dell Harnesses the Power of Salesforce CRM and the Force.com Platform to Drive Innovation and Success. Salesforce CRM Partner Networks helps them work more closely with their partners and keep them from unintentionally competing with each other.
Dell selected Salesforce CRM for its ease of use, flexibility, and the ability to deploy worldwide. The company rolled out Salesforce CRM to 4,000 users in 12 weeks in the United States with help from Salesforce.com Consulting. This is now 15,000 users over 18 months globally.

Bibiliography

CRM:

http://www.exforsys.com/tutorials/crm.html
http://h20338.www2.hp.com/enterprise/downloads/CRMArchitecture_Whitepaper_HPC. pdf

Siebel:

http://www.oracle.com/siebel/index.html http://download.oracle.com/docs/cd/E14004_01/homepage.htm http://siebelunleashed.com

Aviva :

www.expresscomputeronline.com

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