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foreign hello students welcome to the lecture on CRM process and after this lecture we will be able to learn the following objectives explain the literature review of CRM process describe the CRM implementation process describe the CRM process framework Define the CRM business transformation understand about the ecrm and the differences between CRM and ecrm let's start with a brief introduction on CRM companies that entered to compete in the New Market weakened the existing and solid ones due to new ways of doing and conceiving businesses one of the factors that have driven all these changes is a constant change and evolution of Technology because of this reality the CRM concept has evolved in such a way that nowadays it must be viewed as a strategy to maintain a long-term relationship with the customers a good customer relationship is the key to business success relationship building and management or what has been labeled or relationship marketing is a leading approach to marketing hello students today I will explain what a customer relationship management system is most companies today are focusing on customer retention and developing customer relationship Management Systems this involves the systematic tracking of customers preferences and behaviors and modifying the product or service to meet the needs of their customers Information Technology particularly database systems is an integral part of customer relationship Management Systems as companies capture Vital Information about their customers and adjust elements of their marketing programs to better meet their needs professor ziegfried marketing Communications an important part of customer relationship management yes Sarah marketing Communications becomes important as companies strive to create more personalized and meaningful one-to-one Communications and manage their customers and the selling interactions they have with them more effective ways of communicating with customers is important such as social media RH focuses on customers needs in all aspects of a business ensuring customer satisfaction by providing information and customer data profiles and history they support important areas of a company's core processes especially in Marketing sales and service acrm is all about optimizing profitability and enabled businesses to keep customers under control as it makes the customer feel they are really a part of the business process when managing the transition to a customer Centric organization it is mandatory to develop the capabilities to acquire the necessary resources knowledge and tools to meet customers requirements with appropriate products and services a knowledge-based system is most effective in the managing of semi-structured problems abilities are such systems are usually applied on the managing level of strategic planning an effective CRM system should enable an organization to gain great insight into customer behavior and preferences whereas Erp analytics are more likely to focus on supply and demand for key resources and materials in spite of the wide use of Salesforce automation system and sales of Arrested study observes significant deficits in today's Marketing sales and service processes it was found that just 22 percent of the companies survey to possess a uniform customer View and only 37 percent know which customers are looked after by individual business units to eliminate weaknesses in customers contact many companies are either planning or is in the process of implementing CRM systems ing to Godzilla survey 65 percent of U.S companies intended to initiate CRM projects in 2002 in Europe roughly three percent of companies had fully implemented a CRM project in 2001 17 had initiated more than one local project and 35 percent were developing concepts for the introduction of CRM let us now discuss the literature review of CRM process the first requirement for the successful implementation of CRM is Clarity regarding CRM terminology operational CRM it supports front office processes example the staff in a call center operational integration points exist to human resource systems for user data an Erp system for transferring order information which was captured example from a call center representative from an operation perspective CRM is an integration of Technologies and business processes that are adopted to satisfy the needs of a customer during any given interaction analytical CRM it builds an operational CRM and establishes information on customer segments behavior and value using statistical methods it is useful for management and evaluation purposes the operational customer data are integrated with a centralized data warehouse which is Consolidated data based on certain criteria example sales profits here the data mining tool analysis Define Dimensions example compares the characteristic of One customer with another leading to determination of a customer segment and thus providing the basic for targeted marketing campaigns collaborated CRM it concentrates on customer integration using a coordinated mix of interaction channels multi-channel management for example online shops and call centers approximately 60 percent of the companies surveyed internet portals in their customer communication for selected or suitable activities CRM is therefore understood as a customer-oriented management approach where Information Systems provide information to support operational analytical and collaborative CRM processes and thus contribute to customer profitability and retention while potential benefits are attractive CRM implementation must be managed carefully to deliver result automation refers to using Technologies including computer processing to make decision and Implement programs decisioned processes in the first stage the CRM life cycle begins with the integration of front office system and the centralization of customer related data second stage call analysis is the most critical to CRM success CRM analytics enable the effective management of customer relationship using CRM analytics organization are able to analyze customer behaviors identify customer buying patterns and discover casual relationship the Final Phase action is where the Strategic decision are carried on business processes and organizational structures are refined based on the improved customer understanding gain through analysis the stage closes the CRM Loop and allows organization to cash in on the valuable insights gained through analysis systematic approaches to CRM help organization coordinate and effectively maintain the growth of different customer contact points or communication channels the systematic approach places CRM at the core of the organization with custom oriented business processes and the integration of CRM systems ing to Jeff and riddings a CRM system consists of multiple modules including operational CRM which supports a variety of customer-oriented business processes in Marketing sales and service operation and analytical CRM which analyzes customer data and transaction patterns to improve customer relationship now moving on to the next topic we will study the CRM process framework several Scholars studying buy a seller relationship have proposed relationship development process models building on that work we develop a four-stage CRM process framework comprised of the following four sub process a customer relationship formation process relationship management and governance process relationship performance evaluation process and CRM evaluation or enhancement process the CRM formation process the formation process of CRM refers to the decision regarding initiation of relational activities for a film with respect to a specific group of customers or to an individual customer with whom the company wishes to engage in a Cooperative or collaborative relationship the purpose of CRM and its operational goals the overall purpose of CRM is to improve marketing productivity and to enhance Mutual value for the parties involved in the relationship improving marketing productivity and creating Mutual values can be achieved by increasing marketing efficiencies and or enhancing marketing Effectiveness by seeking and achieving such operational goals as lower distribution costs streamlining order processing and inventory management reducing the burden of excessive customer acquisition costs and by concentrating the economics of customer retention firms can achieve greater marketing efficiencies relational parties and partners customer partner selection of parties with whom to engage in Cooperative or collaborative relationship is another important decision in the relationship formation stage even though a company may serve all customer types few have the necessary resources and commitment to establish CRM programs for all therefore in the initial phase companies have to decide on which customer types and specific customers or customers groups to focus their CRM efforts on CRM programs and strategies a careful reviewed of the literature and the observation of corporate practices suggest that there are several types of CRM programs broadly specified they fall into the following three categories continuity marketing one-to-one marketing and partnering programs each one of these can take different forms depending on whether they are meant for end consumer distribute a customer or business to business customers the CRM governance process once a CRM program is developed and ruled out the program as well as the individual relationship must be managed and governed for mass-market customers the degree to which their asymmetry or asymmetry in the primary responsibility for whether the customer or the program sponsoring company will be managing the relationship varies with the size of the market however for programs directed at Distributors and business customers to management of the relationship would require the investment of both parties communication with customer partner is a necessary process of relationship marketing it helps in relationship development Foster trust and provides information and knowledge needed to undertake the cooperative and collaborative activities of relationship Marketing in many ways it is the lifeblood of relationship marketing by establishing proper communication channels for sharing information with customers a company can enhance the relationship with them CRM performance mattress periodic assessment of results in CRM is needed to evaluate if the programs are meeting expectation and if they are sustainable in the long run performance evaluation also helps in taking corrective action in terms of relationship governance or in modifying relationship marketing objectives and program features without proper performance Matrix to evaluate CRM efforts it would be hard to make objective decision regarding continuation modification or termination of CRM programs the CRM Evolution process individual customer relationship and CRM programs are likely to undergo Evolution as they mature some Evolution paths may be pre-planned While others evolves naturally in any case several decision have to be made by the partners involved about the evolution or the CRM programs these include decision regarding the continuation termination enhancement and modification of the relationship engagement several practice could Hast in any of these decisions let us now discuss CRM transformation social business social Enterprise social organization social XYZ business already is social because by its very nature it consists of people interacting with each to get work done collaboration is already happening within ecosystem between employees different departments suppliers channels buyers customers without the need to add the social prefix adding the word by itself does bring attention to the idea that we need to change but it is overly used and has been hijacked by certain vendors to mean the tools set rather than the mindset and thus risk diluting the message being socialist human nature even though Decades of terrorism and business social teaching would have us believed there is little place for this in organization but we are reaching its limits because in the pursuit of efficiency we are losing ineffectiveness in understanding and helping customers in their jobs to be done we are experiencing a communication Revolution what has changed is the way technology is used to communicate to find and connect with like-minded individuals and groups regardless of distance together with an evolution of expectation on how when where and why and with whom we choose to do so as a social customer wakes up and becomes aware of the pressure he can bring to bear individually or through Collective action companies need to adapt their approach to ensure the sustainability of their business customers are voicing their opinions and ideas through social media and turning to their peers for information feedback and support and are also starting to expect that companies treat them as business partners rather than the subject of a sale who are pushed through a funnel to the close of the deal this is Chuck Schaefer and I'm joined by VK head of Enterprise cloud services for capgemini BK thank you very much for joining me today thanks Chuck thanks for taking the time how are you working with your customers to take advantage of social media and social channels in relationship to their CRM applications so the way we're doing it is we we actually did a very interesting study with MIT what we found out with that study was um the the the the the the transformation that not just social channels but also the fact that people use mobile devices which fuel the shift to social uh has created a massive set of opportunity as those those as those opportunities come to rise customers are now shifting taking more ownership of the conversation taking more ownership of the brand how does a company become more transparent more connected more honest with their customers how do we help enable that piece when you do that enterprises we see in our opinion build stronger more robust connections even if they have had miscues even if they have had brand misuse the more you try to hide the more you try to be arrogant it it it it is it won't work in this transparent way so how do you enable those those uh companies to be more transparent more honest and that's the role we see that the CRM systems and processes need to play as Enterprises react to this shift in the in the market many Business Leaders clearly see the CRM Evolution it's taking off like a rocket ship uh and particularly with social media but they're unclear as to the payback the return on investment of social media what are the benefits what are the bottom line benefits that you're seeing your customers achieve who integrate their social strategy with their CRM strategy um that's a great question you know it's it's one of those things where it is obvious but you have to quantify it and we struggle with the quantification so what what I advise my customers when I talk about this situation is um I I tell them to look at you know social as a means of enabling customer relationships first maybe I mean there are two aspects of it how do you engage with your end customer and then also how do you Empower your people create those platforms so that your people can engage with their with your customers in a more efficient fashion so I what I normally advise customers to look at is is not just look at the the payback you get in engaging with the customer on the social Channel but also how do you Empower your people how do you create a a transparent honest egalitarian system that allows them to be in a position to Delight your customers so the business case in in our opinion is not just on the customer return but also on the employee return it seems as though customers objectives for Mobility have evolved from first just wanting to provide anytime anywhere access to company information and customer information to now being a very synergistic part with a social strategy what are your customers saying when they come to you with mobile objectives and how are you helping them achieve mobile strategies that's another great question we covered the social topic mobile from a from a change in a shift perspective is also another big shift that we see what I advise my customers when they ask what I hear from my customers when they ask about uh you know the next step of mobile evolution is we see customers asking more specific questions earlier it used to be just give me the access give me information now it is personalize it for me and and what is surprising is people are willing to give up a little bit of their privacy if two things are done one you protect it don't screw it up second give me more personalized make it more valuable for me so that's what I advise my customers what I'm hearing from customers is that how do I build my systems my processes to to take care of this trust which I'm being given by my customer and at the same time satisfy and Delight my customer by having more personalized uh information make it much more personalized for me for my specific customer so specifically for you not just for you know a demographic or a segment or you know so I wanted more specialized for me customers are using CRM and related Technologies to automate and scale their CRM and their social strategies but the deployment of all Technologies involves risks what do you think the most common risks are when deploying CRM or social CRM Technologies and how do you advise companies mitigate those risks you know it's another great question we you know the most common risk which when our customer talks to me they feel is the the technology is not going to work how is this so-called so complicated how are you going to integrate where do I hold my data frankly while that is an important risk the larger risk is how are you going to drive your sales transformation how do you go from a situation how do you how do you change your sales Force's perception about how do they engage with the customers in a in an honest and transparent way that's a much bigger change than the and that's that's a much bigger change that's a much bigger risk than will the technology work the use of Technology sorry the use of technology is is an important risk and it's a valid risk but the impact to the process change the impact to the the people is much more a serious uh risk that's what I tell my customers to address most other advice would you recommend to a business or I.T leader that you're about to embark on a CRM social CRM or related technology Journey so the the number one advice I would give is first embrace it I mean you you have to really think of this as a transformative change um not as you know I need to get a system to listen to what my customers talk about a brand it's it's it's not just about that it is how do I as I said the shift has happened customers now own the conversation they own the relationship they own the brand you know you are there to safeguard and protect it think from those objectives and helps lay the roadmap of what you want to achieve and then use those as guiding principles to tell your teams and then you can go by uh you know depending on your on your degree of risk your appetite for risk your complexity you can go in a structured fashion small rollouts whichever way but get your principles and in in the the main guiding objectives in place and embraced by not just your sales team but your entire executive team once you guys are on the same page then using those principles to to basically control the program to guide the program that's how I would advise you that's the one advice I would give you VK for my last question if we look forward a few years how do you think that the customer strategy and supporting Technologies industry is going to change or evolve it's it's about leveraging the technologies that I use in my own personal space I use FaceTime to talk to my family I want FaceTime to talk to my contact center to fix the problem I use Google to find out where my problems are I I use forums I want to do that I don't want to call a 1-800 number so I think as those those technology shifts and also it's not just about I'm only going to ask the Enterprise for solving my issue you're going to ask the community not just the Enterprise so harness the power of the community build and support that community and now and then instead of having you know all your customers be you know customer service issues they'll become your Advocates that shift that opportunity is the the single biggest opportunity in my mind around how customer service is going to shift let us now move to the next topic consider the following progression for a moment and let us see where ecrm can lead ecrm provides excess access creates information information enables measurement measurement is an imperative for process improvement process Improvement leads to growth and revenues and profit supporting the front office many organizations today see CRM as accepted tool to support these disciplines just as an organization would not consider running their finances without an accounting system many now would not consider running sales marketing and customer service without a CRM system plan to do ecrm right customer will choose which contact channel is most effective for them ecrm means greater efficiency from a marketing measurement point of view all this is very exciting indeed consider some of the leading database marketing literature of the late 1980s their purpose was that marketing campaign management was all about capturing every point of dialogue with the market prospects and customers to enable accurate measurement of marketing Effectiveness and to use this to plan future campaigns and events continuously improving the effectiveness doing more of what work and avoiding what did not starting a campaign for guidance multiple choices are offered to the respondent example request information book on to an event self-qualify contact a Salesman purchase product Etc all is captured and tracked by the database more than that we can respond from the system and automatically acknowledge the response we can fulfill very rapidly most probably directly from the system we can do the inquiry to wherever and whoever is best to deal with it Based on self-qualification data captured at each subsequent stage dial the process each player in Enterprise will have assessed the complete picture so far we have captured everything therefore we can measure the process ecrm is limited only by the creativity of the marketer CRM and ecrm the differences technology can greatly exist films in developing great customer relationship by linking the front office process example sales marketing management order management Sales Management sales planning pricing after sales service and support with back end processes example procurement Finance payroll shipping production planning profitability analysis receivables and payables inventory management and Human Resources CRM and ECR the 1990s was a period of remarkable growth of a class of software called Erp enterprise resource planning the Erp system tie in numerous Legacy system used for the back end operation so that system across a firm are linked thereby making information across the firm available more easily ideally CRM allows an organization to tailor its products and services to each customer's preferences the CRM may be used to create a personalized one-to-one experience that will give the individual customer a sense of being cared for that's opening up new marketing opportunities based on the preferences and history of the customer cartoon and Lee point out CRM is a customer focused business strategy that aims to increase customer satisfaction and Customer Loyalty by offering a more responsive and customized service to each customer with the movement of business application to the internet CRM has enhanced an organization's capabilities by providing access to its customers and suppliers via the web this web experience and communication through the wireless web is called ecrm the internet is advancing ecrm it provides features that are attractive to customers and business organization differences between CRM and ecrm are subtle but important they concern the underlying technology and its interfaces with users and other systems traditionally CRM systems use client or server Technologies where all programs and applications are run on one or more centralized servers the front-end operation of the system interface with the back end operation through the traditional Erp system the system does not use data warehouses or data mods the Erp system act as data repo zitaries and capture data from both the front end and back and operation the usual customer touch points are retail stores and organization's customer service and support centers example personal contact through retail outlets telephone and fax with acrm the interface between the front and and back and operation is not only through Erp but it also utilizes data warehouses and data mods data warehouses is a logical collection of information gathered from several operational databases used to create business intelligence in support of business activities and decision making data warehouses are multi-dimensional databases the layers in a data warehouse represent information ing to different dimensions a data mat is a subset of a data warehouse in which only a focus portion of the data warehouse information is kept customer touch points in ecrm are expanded to include the internet and wireless devices supporting mobile and PDA Technologies role of online CRM in sales and marketing we have probably heard this a million times before that online CRM can work wonders for the sales and marketing department of company but how does it do this is a question very few people managed to answer Salesforce automation is what it is called and effectively we are automating complete sales and marketing team an online CRM has such an easy to use interface that within minutes a sales executive can view and manage existing as well as new leads update team as well as individual pipelines with a single click export or print spreadsheet with a click Etc now these are talks that might have occupied a lot of time and Manpower in the past marketing automation the number one thing that an online CRM tools does is that it integrates sales and marketing team at the core this makes it easy for both the teams to function singularly as well as in tandem a CRM tool has a list of specialized marketing screens and dashboards which can be used by operational as well as manageable staff and also third party telemarketing agencies benefits of online CRM online CRM solution tap the power of Internet into one secure application which we can log in and use anytime to manage entire business customer relationship issues online CRM solution are founded on the saas software as a service concept the application run on the provider secure server and are delivered by the internet without timer distance confined we can access and use the application from anywhere and anytime few key benefits of using online CRM solution for customer relationship management stores vital customer data in a secure organized manner creates and maintains detailed customer profiles offers instant secure access to customer data from any location provides a host of tools to login customer preferences individually facilitates quick analysis of customer information to determine customer preferences makes it easy to provide one-to-one customer services maximizes customer satisfaction improves customer loyalty and increases customer retention benefits of online CRM for Small Business Online CRM provides perfect solution for the specific needs of small businesses it also helps in managing various business activities such as sales and marketing billing and expense project management Human Resources customer service online customer relationship management CRM solution made customer as the main focus for all the activities in the Enterprise they help the businesses to understand the customer needs and serve the customers in Better Way CRM solution help increasing the revenue by reducing operational costs simplifying sales and marketing processes broadening the customer base providing better customer service now in the end let us summarize what we have learned in this lecture a careful review of the literature and the observation of corporate practices suggest several types of CRM programs customer segmentation and program differentiations is needed in order to match Revenue potential with service offerings implementation involves Revenue the resource requirements and availability both in terms of hardware and software the first requirement for the successful implementation of CRM is Clarity regarding CRM terminology understanding the needs of customers and offering value-added services are recognized as factors that determine the success or failure of companies