CRM Software and Customer Retention

1. Using technology to get closer to your customer CRM Software and Customer Retention Presented by: Anne Laird Title: CRM Programme Manager, Elsevier Date: 1 st May 2003

3. Scope of CRM today Integrated sales, marketing and service across all channels and all products Customer Database “ single view of customer” Lead Tracking & Sales Management Contact Management Campaign Management Marketing Encyclopaedia Customer Service Management Integration with Product Engines (Transactions) Telemarketing Workflow & Fulfilment

4. Economics of customer retention “ Winning back a lost customer can cost up to 50-100 times as much as keeping a current one satisfied.” Rob Yanker, Partner, McKinsey & Company Understanding your customer is key to retention…..

5. Challenges impacting understanding your customer Determine Best Resource Know the Customer’s Value Learn from Customers Identify the Customer Access Complete Customer Profile & History

6. Common customer service complaints “ I hate being transferred from one person to another.” “ It is frustrating to sit on hold for minutes on end.” “ Why can’t everybody know my issue? This is the 10 th time I have call about the same problem. Don’t they value my business?” “ I might not get a timely answer if I email. I’d rather call.” “ How come when I go to the web site I get a different answer than when I call into your call centre?” “ I entered my account number and the agent still asks me for it.” “ I just want to talk to a live person rather than enter 1, 2, or 3 on my touchtone phone.”

7. Avoid information silos There is often a lack of integration between channels. Sales and Customer Service Agents had little visibility into the Web channel, and Web sites sometimes had little correlation with what was available Web, Email, Wireless • 24x7 • Visual Call Centre • Convenient • Immediate Field Sales • Hands-on • Consultative Resellers • Local • Multivendor Source: Gartner Group Customers

8. Understanding your customer in the context of CRM Customer Information CUSTOMERS Products/Services Geographies Legacy / Back office Web & Email Call Centre Field Sales Partner/Agent … Drives Service Delivery Across All Business Units Visibility Across All Channels… Best Practices

13. Know your customer common business processes Identify Customer Identify Request Cross-sell / Up-sell Offer Capture Customer Details / Update Profile Obtain Customer Feedback Complete Task Initiate Request Phone Email Web Route to Best resource Agent skills Agent availability Customer attributes Screen pop Customer History Call Center Agent Customer Technology