2. Copyright © 2016 Curt Hill Customer Relationship Management CRM Systems

3. Enterprise Goals A CRM attempts to fulfill the goals of a company in regards to customers: Attract new customers –Widen the market for their products Satisfy the customers –This is about retention of existing customers Deepen the relationship –Often about selling more to these customers Copyright © 2016 Curt Hill

4. Audience Participation We all know something about VCSU The business model of a University is a little different than that of a corporation –How are a company’s customers different than a colleges? How does VCSU: –Attract new customers? –Satisfy the customers? –Deepen the relationship? Copyright © 2016 Curt Hill

5. Typical CRM Benefits Copyright © 2016 Curt Hill BenefitExamples 24/7/365 operationWeb-based interfaces Individualized serviceLearn how each customer defines product and service quality Improved informationIntegrate all information for all points of contact Improved problem identification/resolution Improved record keeping and efficient methods of capturing customer complaints Optimized processesIntegrated information removes information handoffs Improved integrationInformation from the CRM can be integrated with other systems to streamline business processes Improved product development Tracking customer behavior over time helps to identify future product and service offerings Improved planningProvides mechanisms for managing and scheduling sales follow-ups

6. CRM Strategy Policies and Business Processes –Promote a customer-focused culture Customer Service –Provide quality, satisfaction, and an enhanced customer experience Employee Training –For employees from all areas Data Collection, Analysis, and Sharing –Track all aspects of the customer experience to improve the process Copyright © 2016 Curt Hill

7. CRM Components There are several pieces to this puzzle that work together to satisfy the goals of the enterprise Operational CRM Analytical CRM Collaborative CRM Each of these will be considered now Copyright © 2016 Curt Hill

8. CRM Software CRM software is a category of software that covers a broad set of applications and software Software is designed to help businesses –Manage customer data and customer interaction –Access business information –Automate sales, marketing and customer support –Manage employee, vendor and partner relationships Copyright © 2016 Curt Hill

9. Operational CRM Sales Force Automation (SFA) –Manage sales force activities Customer Service and Support (CSS) –Automates service requests, complaints, product returns, and information requests Enterprise Marketing Management (EMM) –Improves the management of promotional campaigns Copyright © 2016 Curt Hill

10. Sales Force Automation Automates paperwork functions This allows the representatives to spend more time with customers Reduces errors Ensures leads are pursued Copyright © 2016 Curt Hill

11. The New Call Center Customer interaction centers (CIC) support multiple communication channels –Evolved from help desks and call centers –Phone—automatic call distribution systems, virtual hold technologies –Web—self-service technologies –Facebook –Industry blogs –Face-to-face Copyright © 2016 Curt Hill

12. Operation A call comes into the CIC It may be about many things: –Desiring more information on a product –Obtaining warranty work for a purchased item –Ordering products The representative who fields the call may deal with any of these by bringing up the correct screen from the CRM software –Some of those screens are publicly available web sites Copyright © 2016 Curt Hill

13. Analytical CRM Like an ERP there is a data warehouse which supports data mining, business intelligence and decision support sitting behind the CRM software It is used to identify new business, sales, and marketing opportunities Copyright © 2016 Curt Hill

14. Social CRM People have multiple online accounts –E-mail and social media as well as accounts with the enterprise Identity management helps companies integrate these to obtain a more complete picture Analytical CRM applications –Microsoft’s Social Networking Accelerator –Google Alerts –Dell’s Social Media Listening Command Center Copyright © 2016 Curt Hill

15. Collaborative CRM Greater Customer Focus –Understanding customer history and current needs Lower Communication Barriers –Personnel have complete customer information –Personnel use customer-preferred communication methods Increased Information Integration –Personnel know prior and ongoing communication Copyright © 2016 Curt Hill

16. Dangers CRM systems may facilitate coercive sales practices Systems may categorize customers in a way customers take offense to Personalized communication may become too personal Copyright © 2016 Curt Hill

17. Largest CRM Vendors As of 2014 these were the top four vendors (in this order) –Saleforce.com –SAP –Oracle –Microsoft These four accounted for 46% of a $23 billion dollar market Copyright © 2016 Curt Hill

18. Salesforce.com CRM software is becoming key to business success –Critical for most medium to large organizations –Becoming a necessity for many small businesses –Small business don’t have ability to host complete CRM solutions Salesforce.com hosts a CRM SaaS in an online cloud –The Sales Cloud –The Service Cloud –Chatter Copyright © 2016 Curt Hill

19. Finally I don’t care what they say CRM is here to stay! Like ERPs these are a very important part of enterprise software for the foreseeable future Anything that will -bring in new customers -bring greater customer satisfaction -prolong the relationship is valuable to the enterprise Copyright © 2016 Curt Hill