Transcript CRM Overview

E-Business
Customer Relationship Management
William R. Mussatto
CyberStrategies, Inc.
[email protected]
12/2/00
Customer Relationship
Management
Topics
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Overview
Personalization
Ongoing Dialogue with Customers
Understanding Customer Needs
More Efficient Marketing
Linking Customers with Internal
Departments
Customer Relationship
Management Overview
• Most customers are web-proficient
• Use Web as means to deliver personalized
content to customers
– highly targeted marketing and advertising
• Customer access to company data
– order status
– account info
– technical support / help desk pyramid
CRM Overview
• Objectives:
– Create value for customers that translates into:
• loyal and profitable customer relationships
– Delight and anticipate customer needs
• Customer Acquisition
• Customer Development
• Customer Retention
CRM Overview
Source: IBM / Siebel CRM Presentation
CRM Overview
Four Elements
• Know
– understand your markets and customers
• Target
– selecting markets, customers, products, services
• Sell
– acquire the customers
• Service
– retain the customers
CRM Overview
First Stage
• From product-focus to customer-focus
• Define market strategy from outside-in not
inside-out
• Needs-based market segmentation
• Measuring customer satisfaction
CRM Overview
Second Stage
• Integrated, Internet-enabled CRM
• Customer Experience Chain (Lifecycle)
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searching for
buying
using
replacing
• Monitor and Manage the Customer
Interface Across Whole Chain
Personalization
• Delivering Dynamic Content based on
– user preferences
– user behavior
– user demographics
• Usually Requires User to Register
– username / password
– alternative: cookie.
– specification of preferences/interests
Personalization
Examples
• My Yahoo
– add / remove content from two columns
• effectively create your own newspaper
– change order of presentation
– linked to other services: email
• My Netscape
– three columns
– channels
Ongoing Dialogue
• Allowing Customers to Ask Questions and
Provide Feedback
– filling out forms: structured feedback
– tracking the correspondence
• Providing FAQ Databases
– frequently asked questions
• Facilitating E-mail at Every Turn
Understanding Customer Needs
• Via the Web, you can ask them!
– see previous section
– but must ask in a structured way
• Using Business Intelligence tools, you can
infer their needs
– mining your own data on what they are looking
for and what they are using
– mining the web to see what the competition is
doing
Understanding Customer Needs
Benefit of CRM
"Customer understanding targets propensity to buy"
"Relationship management increases propensity to buy from you"
More Efficient Marketing
• Tie Customer Feedback to New Offerings
– focus, focus, focus
• Dynamically Reconfigure the Web Journey
– based on your gleaned business intelligence
– warning: don’t be so dynamic that you
undermine the customer’s sense of stability
Linking Customers with
Internal Departments
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Customer Service
Sales and Marketing
Technical Support
Accounting
Upper Management
Everyone gets involved in customer service
Linking Customers with
Internal Departments
• Issues:
– Integration of Internal Data Resources with the
Web
– Security
– Web Literacy
Marketing
Sales
Service
Delivery
Follow-Up
Customer Recognition
Contact Channels
Channel Management
Operational Processes and Applications
Decision Systems
Information
Source: IBM White Paper on CRM
Data
Summary
• For more info on CRM
– http://www.crm-forum.com/
• On CRM-enabling technology
– http://www.ibm.com
Class Problem
• Pick an industry (e.g, a bank, a hard disk
maker).
• Outline a site (i.e., list what web pages
would be needed) to support customers who
needed only information.
• What kind of security would the bank site
need?
• Take about 15 minutes.