crm-strategy-slides-120617231913-phpapp02

CustomerRelationshipManagementChartingYourCourseTowardstheCustomer-CentricBusinessoftheFutureAgendaPart1-CRMStrategyPart2-CRMImplementationCRMStrategy&ImplementationPart1CRMStrategyCRM…•Customer(Constituents/Stakeholders)–Theheartofyourorganisation•Relationship–Thekeytogrowingyourcompanythroughengagementwithyourprospects,customersandstakeholders•Management–ManagingthesestakeholderrelationshipstoincreaselifetimevalueThreesmallletters,withthreecoreconcepts:CRMStrategy&Implementation“CRMisabusinessstrategywhoseoutcomesoptimizeprofitability,revenueandcustomersatisfactionbyimplementingcustomer-centricprocesses”(Gartner)ACRMstrategycannotbedevelopedinisolation.Itmustberelevantandlinkedtotheoverallcorporatestrategy.CRMStrategy&ImplementationCRMStrategyWhyisitimportant?•Helpbetterunderstandtheneedsofeveryindividualcustomer•Reducecustomerchurn-eg:lowersellingcosts•Increaseleads-eg:referrals•Increaserevenuepercustomer-eg:crosssell,upsell•HelpdeliveraconsistentexperienceeverytimeSuccessfulCRMstrategywill:CRMStrategy&ImplementationChallengeswithCustomerInteractionsCRMStrategy&ImplementationSowhathaschanged?TraditionalbuyingmodelCRMStrategy&ImplementationSowhathaschanged?(con’t)Amorecomplexbuyingmodel•Theinternet•Advancesintechnology•SocialMedia•ChangesinbuyerbehaviourCRMStrategy&ImplementationTheEightBuildingBlocksofCRM(Gartner)CRMStrategy&Implementation1.CRMVision::Leadership,MarketPosition,ValueProposition2.CRMStrategy:Objectives,Segments,EffectiveInteraction3.ValuedCustomerExperience•UnderstandRequirements•MonitorExpectations•Satisfactionvs.Competition•CollaborationandFeedback•CustomerCommunication4.OrganisationalCollaboration•CultureandStructure•CustomerUnderstanding•People:Skills,Competencies•IncentivesandCompensation•EmployeeCommunications•PartnersandSuppliers5.CRMProcesses:CustomerLifeCycle,KnowledgeManagement6.CRMInformation:Data,Analysis,OneViewAcrossChannels7.CRMTechnology:Applications,Architecture,Infrastructure8.CRMMetrics:Value,Retention,Satisfaction,Loyalty,CosttoServeCRMStrategyconsiderationCustomerexpectationsCloudtrendsSocialMediaMobiletrendsInformationabundanceStaffexpectationsAlternativeproductsandservicesPricingPressureMarketingsophisticationPeopleTechnologyProcessesBigDataCustomerbehaviourCRMStrategy&ImplementationPeople•Communicatevision•Recognisecustomer-centricbehaviour•TrainstaffonCustomerServiceandcustomerdisputeresolution•Makecustomersfrontandcentreforallkeybusinessdecisions•MeasureandreportoSurveys(writtenorfacetoface)oSocialmediamonitoringoMysteryShoppingoManagementinvolvedwithCustomerCRMStrategy&ImplementationProcesses•Leadmanagement•SalesPipelinemanagementoCallbackresponses•AccountsManagementoRecordaccountspecificsandallaccountinteractionsacrosstheorganisationoCustomercareprogramoAccountRatings–Advocate,Passive,Detractor•ServiceDeskoCasemanagementoDisputerecognitionoSocialmediamanagement•MarketingoLeveragetechnology,individualbehavioursandcontexttodrivemorepersonalizedmarketingandengageprospectsandcustomersCRMStrategy&ImplementationTechnology•ImplementaCRMSystemoUseCRMtocementyourprocessoMakeCRMcentralsourceoftruth•IntegrateyourCRMsystemoContentManagementSystem(CMS)oeCommerceplatformoMarketingAutomationsoftwareoLearningManagementSystemoERPoAccountingsoftwareCRMStrategy&ImplementationFromProductfocusedtoCustomerCentricFeaturesProduct-FocusedCustomer-FocusedCustomerOrientation•Discretetransactionatapointintime•Event-orientedmarketing•Narrowfocus•Customerlifecycleorientation•Workwithcustomertosolvebothimmediateandlongtermissues•BuildcustomerunderstandingarteachinteractionSolutionMindset•Narrowdistributionofcustomervalueproposition•Off-the-shelfproducts•Top-downdesign•Broaddefinitionofcustomervalueproposition•Bundlesthat’scombinesproducts,servicesandknowledge•Bottom-up,designedonthefrontlinesAdviceOrientation•Perceivedasoutsidersellingin•Pushproduct•Transactionalrelationship•Individualtoindividual•Workingasaninsider•Solutionfocus•Advisoryrelationship•Team-basedsellingCustomerInterface•Centrallydrive•Limiteddecision-makingpowerinfield•Incentivesbasedonproducteconomicsandindividualperformance•Innovationandauthorityatthefrontlinewithcustomer•IncentivesbasedoncustomereconomicsandteamperformanceBusinessProcesses•“Onesizefitsall”approach•Customisationaddcomplexity•Tailoredbusinessstreams•BalancebetweencustomisationandcomplexityOrganisationLinkagesandMetrics•Rigidorganisationalboundaries•Organisationsoloscontrolresources•Limitedtruesacrossorganisationalboundaries•Cross-organisationalteam•Joincredit•HighdegreeoforganisationaltrustCRMStrategy&ImplementationSource:BoozAllenHamiltonCRMadoptioncurveCRMStrategy&ImplementationCRMadoptioncurveCRMStrategy&ImplementationCRMadoptioncurveCRMStrategy&ImplementationCRMadoptioncurveCRMStrategy&ImplementationCRMadoptioncurveCRMStrategy&ImplementationPart2CRMImplementationCRMImplementation•Planning•ProductVendorSelection•Scope•Data•Hosting•RolloutCRMStrategy&ImplementationWhatisaCRMsystem?CRMStrategy&ImplementationGenerateHigherROIonMarketingActivities•Createandexec