CRM Systems

The diff levels of e-commerce infrastructure are

–
.Electronic commerce applications
.Business service infrastructure
( encryption, search engine)
.Electronic publishing infrastructure
(URL,HTML,Protocol)
.Message distribution infrastructure
.Commn network infrastructure
 CRM Systems
Data Warehouse , Data mart
OLTP systems – Online Transactional Processing
Systems – It is used to process & store small
transactions.
An online/active Data ware house is always
supplemented with new data.
A CRM application requires a Data ware house &
several data marts for contact centre.
 CRM Systems
Campaign Mgt system – The main aim is to
interact with prospects & customers at right
moment with right offering , right message thru
right channels.
Functionality of Campaign Mgt system –
Customer Data ware house
Campaign mgt system – Opportunity identification,
Customer planning (hw relationship to be developed),
Campaign mgt (selection of contacts,developments ,
customer interaction, Measure & evaluate
Customer touch points – Telephone, E-mail/web, face
to face, direct mail
 CRM Systems
Diff types of campaign are –
. Single shot campaign – Here intended effect is
achieved in a single contact. Here activity is planned &
prepared months in advance
.Web campaign – It involves multiple step approach
where a direct mailing followed by a telephone
campaign.
Triggered campaign – Here time schedule is not
determined by marketer but depends on customer’s
behavior. Ex – sending message one month before
expiration of telephone connection , receiving offer in
few minutes of clicking in a portal
 CRM Systems
.Longitudinal campaign - It takes place over time &
goal is to acquaint the customer with supplier &
develop a relationship.
Selection of a Campaign Mgt system –
The factors taken into consideration while selecting a
Campaign Mgt system are –
.Functionality of system like – whether it will support
diff types of campaign , how it support diff aspects of
campaign mgt, how system link up to data ware house
& customer touch points, how system link to back
office
 CRM Systems
User friendliness – how much training is required for
using the system ,how much time is required to
develop & send a campaign
Market position of supplier – whether the supplier will
be around 5/10 yrs down the line or not
Content Mgt System – CMS - It is a s/w thru which
web publishers maintain their web site easily in a
structured manner.
So now a days annual reports, business plan etc are
easily accessible due to enterprise content mgt.
 CRM Systems
Diff. Function that a CMS should fulfil are –
.Authoring (adding & changing content in automated
digital environment)
.Workflow Mgt – mgt of steps while authoring &
publishing information
.storage – placement of content in a digital warehouse
.Publishing – publication of content
Suppliers of CRM –
.Integrated ERP application suppliers - SAP, Oracle,
Navision,J D Edwards
.CRM suites supplier – Siebel, Onyx & pivotal which
support most CRM functionalities.
 CRM Systems
.CRM frameworks – Graham, Pega systems - it offer
more freedom to organisation in building application.
.Best of breed – Unica, NCR,selectica - for diff CRM
functionalities companies require best application s/w.
Ex- system used for contact centre is diff from that
used in DWH , campaign mgt system.
Now small s/w firm are offering narrow range of
functionality but they offer better products than
market leaders when comes to niche applications.
So when an organisation look for best s/w among diff
applications so there is a need for integration among
diff systems.
 CRM Systems
.Building own applications - with help of IBM,
Oracle,SUN etc…
It is costly & also maintaining speed of
development is difficult.
So market share of CRM applications which is
integrated into ERP will rise in future.
 Implementation of CRM system
Reasons for disappointing results –
.lack of business case with clear objective
.Org is not ready for CRM ( no integration
between front & back office, customer data
insufficient etc..)
.Scope of project was too broad
.Lack of active sponsorship from top mgt
.Project was IT driven & focus on Tech was too
strong
.Proper attention was not their for change mgt
 Implementation of CRM system
. Customers & other involves in relationship with
company do not react positively to system
.Due to misconception that CRM may be entirely
contracted out to system integrators
. An international approach to CRM which result in
complexity which is difficult to justify business wise
.Bureaucratic approach to project mgt like more focus
on writing project plan , report with little attention on
real matters
.Resistance from IT deptt.
 Implementation of CRM system
Initial exploration with CRM & how companies handle
this –
.organizational strategy
.customer mgt
.channel mgt
.data mgt
.operational mgt
.
 Implementation of CRM system
CRM Road Map –
Range of CRM – To transform a product oriented
organization into a customer oriented one, many sub
projects are necessary.
Ex – strategy,new business models,contact centre,
commn.,internet,CRM s/w, culture, customisation,
accountability, fulfillment, customer knowledge, CRM
s/w etc…
CRM vision – It represents org. ambition how to deal
with customers.
 Implementation of CRM system
CRM strategy – It indicates concrete goals & its
realisation. The choice of strategy provides a direction
to CRM functionalities.
An org. Concentrating on operational excellence
strategy will differ from org. concentrating on customer
intimacy. Now many self service solutions are used in
CRM. During CRM project it has to be monitored
whether efforts yielding desired results or not??
 Implementation of CRM system
Start at the beginning – The strategy will work when it
is translated into operations. So focus should be on
process like acquisition, delivery, after sales service etc..
The scope of project should not be very high. The CRM
project should show +ve result in a predetermined time.
The self service concept will reduce call centre costs
with the use of IVR tech.
Phased expansion – The short / long term objective to
be achieved may be defined for diff areas of CRM.
So attention gradually shift towards bond between
customer & supplier. The market is divided into market
segments/customer groups.
 Implementation of CRM system
Embedding in the organisation- Proper embedding of
CRM in organisation is required for achieving relevant
objectives. The horizontal connection between deptt &
business unit is needed to make as customer oriented
org. The IT deptt will support business process.
The long term mgt commitment must originate from
steering committee & involvement of sr. mgt is
required. The division of labour should take place by
allocation of work among employees.
 Implementation of CRM system
CRM project Mgt - Success depend on factors like –
.Project description must be good
.It should not be too long
.The objective should be SMART
( specific, measurable, actionable,realistic,timely)
.Project result depends on degree to which company capable to
define process from customer’s standpoint
. Flowchart can be used to describe the process
.Nature of project has to be identified
(business as usual /complex/innovative)
.Ability to find qualified & motivated people for working together
.Professional from IT, marketing, Prodn etc. must work together
for success
 Implementation of CRM system
.Commn. barrier must not be there
.Top level of mgt should be convinced about the
importance of the project
.Sufficient budget must be available
.Proper integration of system, training must be done to
perform a pilot run of the system
.Data migration must be done before live
implementation
.
 Implementation of CRM system
International/cross divn Projects - Here the chances
are more that head office will adopt CRM & follows a
standardized approach. The benefit is that cost saving &
CRM savvy personal can be deployed to look into the
project.
Implementation of CRM system