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Customer Relationship Management Tools
1. Customer Relationship
Management Tools for the Virtual
Community Model
By Dawn Marie Yankeelov
Vice President, Marketing
Vobix Corp.
dawny@vobix.com
20 September 2000
2. The CRM Industry
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7. What is CRM?
CRM ties together all of a company’s front office customer
touchpoints:
•sales (contact management, product configuration),
•marketing (campaign management, telemarketing),
•and customer service (call center, field service)
Via multiple, interconnected delivery channels (telephony, email,
Web, and direct interaction)
YOU ARE TRYING TO TRACK ENTIRE HISTORY OF
RELATIONSHIP WITH YOUR CUSTOMER OR CLIENT
8. Defining CRM Options
“Small and mid-sized businesses would never have been candidates for enterprise applications
in the past. Nobody seems to know what is going on and the customer often has more
knowledge than the company. That is the Achilles’ heel of businesses today.”—Steve
Papermaster, founder of Agillion.com
Trends to Watch:
--CRM for All Levels
--Small Business Use
--Web-based Application Proliferation
--ASP Models Appealing
from Small Communities to Personal Sites
10. How to Make Your CRM Initiative Succeed
1. Identify and set clear business requirements
2. Institute a common planning process
3. Obtain Senior-Management Buy-In and Understanding
4. Pinpoint functional differences in culture and success
measures and bridge the gaps
5. CRM is a Business Philosophy
MarchFirst Consulting
11. Tribulations: The Barriers
• Changes in business processes slow IT
delivery capability
• Unwillingness to change sales processes
and incentives can stall acceptance of new
systems
• The rate of technology change can be too
quick for people to absorb it and adapt
12. Turn to External Services Provider?
• Andersen Consulting, Deloitte and Touche, and PriceWaterhouse
Coopers meet leadership in category criteria from Gartner Group
1. More than 600 dedicated CRM consultants
2. A minimum of 20 implementations in each of sales,
marketing and service multichannels
3. A geographic presence in North America, Europe, and Asia
Pacific
4. Integration between the service and industry practices
---www.cio.com/content/gartner/crm
13. CRM Shifts
Cause: Relationship Management Becoming Critical
Effect: CRM to satisfy any appetite
Cause: No Time to Learn It or Teach It
Effect: Simplification in Web-based models
Cause: Demand for Analysis Tracking Continues to Rise
Effect: Point ‘n Click Stats on Demand
Cause: Spending Getting Scrutiny of VCs
Effect: ASP Models Stand a Chance to Deliver CRM
14. Eye-Openers
Spending on ASP services will grow to $7.7 billion in four
years, from $30 million this year.
However, this is not new monies, just a reallocation of funds.
Software vendors are expected to see revenues diminish.
---IDC Corporation Forecast, ASPNews.com, 8/17/2000
CRM, education and training—less than a third now using
ASP model
---Zona Enterprise Usage Study, 2000
15. Metrics for Purchases Should
Remain the Same
Research Includes:
1. A Look at Problem Found/Solution Provided
2. Depth of Company’s Products—Vaporware vs.
Delivered
3. Technology Complexity in Use and Implementation
4. Financial Soundness of Product to Be Purchased—
Will it Really Be Around in Two Years?
5. Product Specialization by Industry
16. Tap the Potential of eCRM—
Web-based all the Way
1. Create Interactions—decide if it is advantageous to be
the creator of a new community or better to join forces;
integrate all sales and marketing channels with back
office financials
2. Operate at Internet Speed—real time data gathering,
analysis and response is approaching as the standard
3. Analyze Data—Turn massive amounts of data into
insight to retain customers
4. Integrate Customer Information Access Across
Systems --Montgomery Research, Inc. 2000
17. Total Cost of Ownership
Server Hardware Software
• Server w/disks, RAID Fault Tolerance, Memory
• Backup software
• Basic Server Installation Integration
• Configuration of Server in Hours
• Service Agreement on Hardware
• Service Agreement on Network System
18. Total Cost of Ownership
Server Installation Maintenance
•Upgrades in a three-year period
•Man hours for upgrades
•Migration of platform issues
•Upgrades to Network Operating System
•Server Troubleshooting
•Emergency Service—Actual Hours
•Consultant Assistance (one day every fourth week)
•Assistance w/ maintenance
19. Total Cost of Ownership
End User Install Maintenance
•Upgrading old PCs
User Administration
•Hidden downtime Support Costs
•Courses and Internal Training
Software Licensing
Security Telecommunications
Employee Infrastructure
20. CRM Mainstream Migration
•Sales Automation 2002
•Marketing Automation
•Web-based
•Relationship Mgmt. In
•Conferencing/Telephony ASP format
•Analytics •Synchronous Customer
2000 Management (multi-
channel managed via web
or wireless device)
90s
•Personalization—using web
80s •Customer Relationship Mgmt.—
expensive, non-integrated software
•Contact Mgmt. •Database Tracking of Entries
--most offline •Call Centers (most not Internet-friendly)
21. CRM Marketers
Break with Tradition
•Major Players Reinventing Product Line to Serve Lowend
•Web-based Solutions for all Industries
•New Technology Platforms Breed New CRM methods—I.e.
Release of Windows 2000 platform
•Free Is the “Winner to Take All” Plays
•Geography is Meaningful in Seizing Market Share and VC
Dollars—Look in Your Backyard for Answers
•ERPs Migrating to ASPs That Can Go Live Within Days
22. High-End Marriages Outside The
Product Class
Example: Siebel Mid-Edition (first shipped July 19, 2000) and
Great Plains Partner Status
Features Include: Customer Applications including
ecommerce functions, 24/7 self-service, and online
marketing info; Employee Applications including
features for front-office employees; and Partner
Applications for partner organizations (i.e. sales
channels)
23. New Low-Cost Web Entries
Product: Low-cost Web-based CRM with messaging functions.
Product The company is aimed at small businesses
Agillion.com
Personal Pages—password-protected websites
Product
Offerings Shared Contacts—Customer Interaction Database that allows
users one secure, central place to store and access customer
information and activity
Activities and Notes—Permanent searchability on customer
$29.95 per activity
month/per Group Calendar—Review and update daily, weekly or
user monthly on the web schedules
E-business Dashboard—Free personal homepage. Keeps
tabs on customers, includes personal organizer and headlines
Tasks and Email—Tracks Tasks and Personalized Email
Acct.
24. Moderate-Cost Entries
• Example: Worldtrak.com
– Works with Microsoft Outlook
– Account Opportunity Mgmt.
– Enterprise Forecasting
– Activity Tracking
– Enterprise Lead Mgmt.
– Enterprise Data Synchronization Remote
Access
27. Consider Scalability for
Community
Onyx.com Products for Enterprise Users
--30,000 concurrent users—sub-second
response
--High-Ticket Item
28. Websites for Research on CRM
•Crmguru.com
•Searchcrm.com
•Crmassist.com
•CRMcommunity.com
•ASPNews.com
•ASPIsland.com
•www.microsoft.com/europe/industry/crm
