Customer Relationship Management Systems Nicole Burch Kenneth Glindmyer

CRM’s Mission Customer-centric business strategy with the goal of maximizing profitability, revenue, & customer satisfaction.

CRM’s Goals To connect different players within an organization. To connect different players within an organization. To coordinate their efforts in creating an overall valuable series of experiences, products, & services for the customer. To coordinate their efforts in creating an overall valuable series of experiences, products, & services for the customer.

Objectives Capturing, storing, & analyzing customer, vendor, partner, & internal process information. Capturing, storing, & analyzing customer, vendor, partner, & internal process information. Integrate technology as part of an overall customer-centric strategy. Integrate technology as part of an overall customer-centric strategy.

Support Sales Sales Marketing & Customer Service Marketing & Customer Service Training Training

Support Professional Development Professional Development Performance Management Performance Management Human Resource Development & Compensation Human Resource Development & Compensation

Players Within a CRM Customer Facing Operations Customer Facing Operations Internal Collaborative Functional Operations Internal Collaborative Functional Operations External Collaboration Functions External Collaboration Functions

Players Within a CRM Customer Advocates & Experience Designers Customer Advocates & Experience Designers Performance Managers & Marketing Analysts Performance Managers & Marketing Analysts Customer & Employee Surveyors & Analysts Customer & Employee Surveyors & Analysts

Input Database with: Database with: Customer’s interactions with the organization Customer’s interactions with the organization Support information Support information Requests Requests Complaints Complaints Interviews Interviews Survey responses Survey responses

Building Blocks Customer intelligence Customer intelligence Business modeling Business modeling Learning & competency Learning & competency

Building Blocks Analytics & quality monitoring Analytics & quality monitoring Collaboration & social networks Collaboration & social networks Can be implemented over time separately, eventually need to be coordinated. Can be implemented over time separately, eventually need to be coordinated.

Failure Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy. Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.

Types of CRM’s Operational- Provides support to “front office.” Operational- Provides support to “front office.” Analytical- Analyzes customer data. Analytical- Analyzes customer data. Collaborative- Coordinate multi-channel service & support. Collaborative- Coordinate multi-channel service & support.

Oracle Siebel Comprehensive CRM capabilities Comprehensive CRM capabilities Tailored industry solutions Tailored industry solutions Role-based customer intelligence and pre- built integration Role-based customer intelligence and pre- built integration

Virgin Mobile USA, LLC Using Oracle’s Siebel applications, Siebel Communications. Using Oracle’s Siebel applications, Siebel Communications. Critical part of its IT infrastructure. Critical part of its IT infrastructure. Intelligence call center is approaching world-class standards in customer service. Intelligence call center is approaching world-class standards in customer service.

Virgin Mobile USA, LLC CRM Provides: Easy self service over the Web. Easy self service over the Web. Allows customers to speak with knowledgeable customer service representatives. Allows customers to speak with knowledgeable customer service representatives.

Virgin Mobile USA, LLC CRM Provides: Ability to share data across channels. Ability to share data across channels. Complete transactions in real time. Complete transactions in real time.

How it Works Customers can “top up” their accounts instantaneously. Customers can “top up” their accounts instantaneously. Process: Process: End of the Month OR Low Balance Threshold End of the Month OR Low Balance Threshold Charges the customer’s credit card Charges the customer’s credit card Updates the balance Updates the balance Sends a confirmation text message Sends a confirmation text message

Oracle Siebel Link: ebel/index.html Link: ebel/index.html