4MGT – Enterprise Business Applications Part 1 CRM Copyright © SUPINFO. All rights reserved

Course objectives The objective of this part is to gove you an overview of : CRM overview Salesforce automation MCCM Multichannel campaign Customer service support Social CRM Examples of some CRM processes Strategic and operational management concepts review

CRM overview

CRM definition CRM : Customer Relationship management “Combination of policies, processes, and strategies implemented by a company that unify its customer interaction and provides a mechanism for tracking customer information “ (source Wikipedia) Technologic solutions aimed to enhance relationship between the company and it’s clients, by automating whole or part of this relationship.

Sales cycle

Sales MARKET LEADS CLIENTS / PROSPECTS OPPORTUNITIES ORDERS INVOICE INCOME Bids generation Bids fulfillment ORDER MANAGEMENT CRM DELIVERY RECOVERING 1/ – 15 % > 39% %

CRM objectives Win new customers Improve visibility on customer/prospect features and buying behavior Develop a strong one to one relationship with customer, whatever the communication channel used Enhance customer loyalty Adapt offering and commercial efforts to customer’s potentiality Increase sales force efficiency and productivity Increase marketing operations efficiency and productivity

CRM functional scope 1.SFA : Sales Force Automation 2.Marketing and leads 3.Customer service and support 4.Social CRM

Salesforce automation

Sales force Automation Sales force automation (SFA) involves using software to streamline all phases of the sales process, minimizing the time that sales representatives need to spend on each phase. Sales force automation

Microsoft Dynamics Driving-Sales-Productivity/CRM-2011-Driving-Sales-Productivity.html Driving-Sales-Productivity/CRM-2011-Driving-Sales-Productivity.html Listen to this video

Explore CRM Dynamics

MCCM (multichannel campaign) and Marketing and leads

MCCM MCCM Multichannel campaign processes enable companies to communicate offers to customer segments across a multichannel environment, such as direct mail, call centers, websites, and communities. This can include integrating marketing offers/leads with sales for execution.

Marketing and leads  CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team.  A key marketing capability is tracking and measuring multichannel campaigns, including , search, social media, telephone and direct mail.  Metrics monitored include clicks, responses, leads, deals, and revenue.  Alternatively, Prospect Relationship Management (PRM) solutions offer to customer behaviour and nurture them from first contact to sale, often cutting out the active sales process altogether. management/

Offers Basic campaign management includes functionality for segmentation, campaign execution and campaign workflow. Advanced analytic functionality includes predictive analytics and campaign optimization. Advanced execution functionality includes loyalty management, content management, event triggering and real-time decisioning/offer management in inbound and outbound environments.

E-marketing functionality E-marketing functionality, which is increasingly becoming integrated with campaign management, includes: Web analytics, social/community marketing, mobile marketing, really Simple Syndication (RSS) and search marketing.

Some examples management/ management/

Some examples management/ management/

Some examples management/ management/

Some examples management/ management/

Some examples management/ management/

Some examples management/ management/

Some examples management/ management/

Market Overview Despite the bad economy during the past year, the MCCM market saw continued overall positive growth (although less of it) as marketers continued to shift investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, measurable, interaction-driven campaigns.

The MCCM market changes The MCCM market changes included: Graphical UI (GUI), workflow, visualization, and ease of use updates in all areas of MCCM.  Some vendors are turning to Microsoft Silverlight for help. Social CRM and mobile capability.  Many of the vendors are partnering on or simply adding "forward to a social site," or posting campaigns to a social- media site capability.

The MCCM market changes The MCCM market changes included: Real-time decisioning capability. A continued focus on inbound marketing and real- time decisioning/offer management tools with offer management capabilities are becoming accessible for online marketing. SaaS delivery. By the end of 2011, we expect more than 60% of the MCCM market to have a viable SaaS deployment option, with most of the vendors already offering a SaaS deployment option for components of campaign management, such as , Web analytics, content management and social CRM.

Magic Quadrant

Customer service and support

Technology to help them improve their clients’ experience while aiming to increase efficiency and minimize costs. css/landing.jsp?gclid=CM2L3pr_7asCFcIKfAodg2RfHw&d= FkkZ&DCMP=KNC- Google&keyword=service%20&%20support&adused= css/landing.jsp?gclid=CM2L3pr_7asCFcIKfAodg2RfHw&d= FkkZ&DCMP=KNC- Google&keyword=service%20&%20support&adused=

Market Definition/Description The customer service contact center is built in five logical groupings (the first of which is the focus of this Magic Quadrant): CRM business applications for customer interactions (customer service, knowledgebase solutions, advanced desktop search, real-time analytics/decision support, CRM databases for account/contact/offer information, desktop integration, online community management and surveys) Contact infrastructures, such as telepresence, interactive voice response, computer telephony integration (CTI), automatic call distribution, chat, response, IM and alerts, community support, mobile support, and social CRM capabilities Workforce optimization tools (call recording and quality management solutions, workforce management, e-learning, and performance management solutions) Enterprise feedback management Offline and real-time analytical tools

Magic Quadrant for CRM Customer Service Contact Centers

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The Role of Social CRM, SaaS and Cloud Computing Through 2012, 40% of organizations moving to a new CRM platform will select a software-as-a-service (SaaS)-based solution as the core customer service desktop. By 2013, at least 50% of customer service centers will integrate some form of community/social capabilities as a part of the CRM contact center solution.

Social CRM

Social CRM ( by SAS) « SAS Social Media Analytics is an enterprise-hosted, on-demand solution that integrates, archives, analyzes and enables organizations to act on intelligence gleaned from online conversations on professional and consumer-generated media sites. It enables you to attribute online conversations to specific parts of your business, allowing accelerated responses to marketplace shifts »

Social CRM ( by SAS) Benefits Analyze conversation data. Identify advocates of, and threats to, corporate reputation Quantify interaction among traditional media/campaigns and social media activity. Establish a platform for social CRM strategy.

Examples of screenshots of social CRM

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examples of some CRM processes Lead to opportunity overall flow

Lead to opportunity flow chart

Definitions Lead Any expression of interest from a customer or a prospect (whatever the channel it comes from : inbound call, outbound call, sales rep visit, reply coupon from a marketing campaign, …) Business Opportunity Buying intention or probability from a customer or prospect Sales cycle (sales funnel or pipe): Succession of stages from lead to order See sales dashboard in “Sales User” directory

Sales cycle Lead Any expression of interest from a customer or a prospect (whatever the channel it comes from : inbound call, outbound call, sales rep visit, reply coupon from a marketing campaign, …) Business Opportunity Buying intention or probability from a customer or prospect Sales cycle (sales funnel or pipe): Succession of stages from lead to order See sales dashboard in “Sales User” directory

examples of some CRM processes Opportunity to forecast

Opportunity to Forecast overall business flow

Customer request process overview

Overview

Stop-and think Do you have any questions ?

examples of some CRM processes Dispatch to resolution process

Overview

Labs

Exercice 1 By group of 4 to 6, you will analyse the magic quadrant vendors You will chose two of the vendors mentioned in the Magic Quadrant, analyse ( going on their internet site) their offer in terms of products and services, actual and future their markets, references… explain ( by reading Gatner document) why there are classified in thier category their strenghs and cautions You will present your results in a 3 pages PWT and defend your opinion in front of the class in a 5 minutes show maximum. It will be possible for you to give more explanation for the other students to navigate on the website of the vendors you have chosen.

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