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PricewaterhouseCoopers1TheDecliningCostofEnablingTechnology$1,000,000$100,000$10,000$1,000$10$1198019902000MainframesPCsCostperMIP(LogarithmicScale)Source:GartnerGroupPricewaterhouseCoopers2CustomerTransactionCostsAreDecliningWithTheWeb1IncludesInternet-based:FAX,E-mail,E-Form,FileTransfer,WebEDI,:ThompsonECResources,PwCanalysisAverageInternetTransactionPenetrationAcrossIndustriesInternetTransaction1Share(percent)0%9%18%27%36%19981999200020012002AverageTransactionCostForecastAcrossIndustriesAverageTransactionCost(dollars)0.000.100.200.300.400.5019981999200020012002Averagetransactioncostdecreases36%Averageshareincreasesfrom10%to32%PricewaterhouseCoopers4TheCustomerInteractionValueModelHasInvertedToday’sCustomers:•MorePriceSensitive•MoreChoices•MoreSophisticated•MoreConvenience•HigherStandards•DifferentwaysofInteractingHighEndSolutionsSelling&SupportValueTheAgeofManufacturing1950’s-80’sWEBBasedSales&CustomerCareHighEndSolutionsSelling&SupportValueTraditionalSales&CustomerCareTheAgeoftheConsumerMid1990’s&BeyondLowCostChannelsTraditionalSales&CustomerCarePricewaterhouseCoopers5TheSoftUnderbellyofEstablishedCorporateInfrastructuresThisisaterrifyingscenarioformostfirms--costsarerising(justtomaintaincompetitiveparity)whilebrandequityisdiminished-atrueprisoner’sdilemmaCostPerCustomerMarketingSpendingCostPerCustomerCustomerSupportSpendingCostPerCustomerSalesForceSpendingPricewaterhouseCoopers6CustomerRelationshipManagementTheEssentialElementsofCRMPricewaterhouseCoopers7ACompany’sBrandIsTheAggregationOfAllCustomerExperiencesConsumersBrandProducersServiceExperiencesBuyingExperiencesProductExperienceInformationExperiencesSupplyChainDialogProcessesCustomerFacingDialogProcessesFeedback/DialogueProcessesProducersConsumersManagingtheDialoguePricewaterhouseCoopers8ACompany’sBrandIsNowDependentOnAllCustomerExperiences–Consistentmessagesacrosstheenterprise–ControlledcontactandcampaignmanagementServiceDimensions:ThecustomerviewstheorganizationasacoordinatedandintegratedentityCustomerEnterpriseAvailability(i.e,openandoperating)Accessibility(i.e,hasslefreeaccess)DeliveryexperienceProductexperienceCustomerinteractionexperienceReturnexperiencePricewaterhouseCoopers9TheCustomerInvestmentFrameworkRejectersProspects/Conquests/DefectorsSupporterAdvocateNorewardsFinancialRewards•highmonetaryvalue•moreexpensivetoprovideRecognition,ScarcityandPrivilegeRewards•highpsychologicalvalue•lessexpensiveforprovider•Minimizenewmarketingandsalesinitiatives•Communicatemorefrequently•Collectpredictiveinformation/assessrisk•Increasebrandidentity•Drivehandraising•Identifyrespondentstomarketingprograms•Qualifyandrankleads•Nurtureprospects•Initiatewin-backstrategiesfordefectors•Recognizecustomervalue(e.g.,rewards)•Encouragereferrals•Exploreotherrevenueopportunities•Reinforcebrandidentity•Recognizecustomervalue(e.g.,selectedrewards)•Maintainbrandidentity•Driveinitiativestocross-sellandup-sellVulnerableTerrorists•Diffuse,distractcustomer’sangst•Gainclosureonreasonfordissatisfaction•MinimizenewmarketingandsalesinitiativesPricewaterhouseCoopers10ProactiveUp-SellingAndCross-SellingByLifeStageINVESTMENTPRODUCTSILLUSTRATIVELifeStageAnnualConsumerExpendituresAverageAnnualConsumerExpendituresatAllProductsSingleAdults(particularlyyoungmales)ChildlessCouples-(Renters)YoungFamiliesEstablishedFamiliesEmptyNestersMatureAdultsChildlessCouples-(Owners)Teenagers/students•Savings•Creditcard•IRAeducation•401K•Disabilityinsurance•MoneyMarket•401K•Lowvalueinvesting•Lowvaluelifeinsurance•Goldcreditcard•Highvaluelifeinsurance•IRA•IRA•Highvaluelifeinsurance•Samplesavings•Privatebanking•Highvaluelifeinsurance•Highvalueinvesting•Heavyretirementinvesting•IRArollover•Trustplanning•Estateplanning•Annuity•TrustAdministrationLifestageeventspredictbuyingeventsPricewaterhouseCoopers11CustomersMustBeManagedForProfitableBehaviorLifestage,channelandloyaltymigrationLoyaltySegmentChannelThegoalistomotivatecustomers,notreinforcestaticbehaviorSingleAdultsChildlessCouplesYoungFamiliesEstablishedFamiliesMatureAdultsProspectSupporterCustomerAdvocateRetailStoreDirectMailPhoneInternetLifeStagePricewaterhouseCoopers12TheWebIsFastBecomingTheCriticalCustomerInteractionChannelWebstoreOldWorld•Transactionfocused•PushingProducts(selling)•LoyaltyProgramsfortoptierclients•Productcentric•Silo’dfrontoffice•Building“mega”warehousesNewWorld•Interactionfocused•Personalizedbuying•1-1Personalizationforallcustomers•Contentcentric•Integratedfrontoffice,thenintegratedw/BO•Leveragingcustomerinformationw/scaleablearchitecturesSalesMarketingCustomerServicePricewaterhouseCoopers13CustomerRelationshipManagementCRMImplementationChallengesPricewaterhouseCoopers14DataWarehouse&OperationalStoresRemoteSales&ServiceSynchronizationTelephonyBasedSales&ServiceVRU/CTI/ACD/IVRMarketingWorkbenchCampaignManagementOpportunityManagementProposalGenerationMarketingEncyclopediaSalesWorkbenchKnowledgeManagementCaseManagementConfiguration&PricingService&SupportWorkbenchLEADSOPPORTUNITIESCUSTOMERLegacyApplication