1. Improved Customer Relationships – Attract & Retain Customers
Jason Nash
Product Manager, Microsoft Dynamics CRM
Microsoft UK

2. Improved customer relationships
Attract and retain customers through business insight
Drive a 360-degree view of the customer
Understand purchasing behaviour
Predict what products & services customers want
Develop stronger customer offers
Improve products and services
Increase the return on customer
Drive increased profitability and reduced churn

3. Customer centricity delivers benefits C360 view
Sales
Customer Service
Business Management
Customer
Account Origination
Marketing
CRM or Customer Relationship Management is all about Customer Centricity. It supports an up close and personal viewpoint of the customer. It is high-touch. It is knowing your customer, their purchasing habits, their life stages and much more. For example, think about the benefits of knowing that a high value customer is about to [INSERT EXAMPLE HERE]. This in depth knowledge will enable your Relationship Managers to proactively engage your customers and educate them on their options. Improving the relationship with your customers by having more knowledge, reaching out and sharing information ensures a high touch relationship. This will increase trust, which will in turn increase retention, acquisition, and your share of wallet through up-sell and cross-sell. This provides you that competitive advantage that is key in today’s environment.
If you are focusing on the customer using technology to automate the process, you not only increase revenues but affect expenses in a new way. Business processes are improved as various departments consider the unique perspectives of the customer in the organization. Now Marketing and the Back Office have the knowledge they need to focus their efforts and make informed decisions. Automation allows you to do this. Imagine the benefits! Departments are now communicating more efficiently with each other and processes are improved. Decisions are much more informed, faster and the returns are greater.

4. Why improve customer relationships?
Impact on Profits
Revenues
Loss of Up-sell/Cross-sell
Lost Share of Wallet
Losing Customers to Competition
Unsatisfactory Service
Lost Corporate Knowledge
Expenses
Decreased Productivity
Decreased Collaboration
Rapidly Changing Business Processes
Across the industry, financial institutions have seen the impact of market forces on customer management, satisfaction and profitability. The impact on revenues is clear.
Customer account information is typically scattered across multiple back-office systems. As a result, the Account Manager needs to conduct complex and time-consuming navigation to view all client data. This reduces his/her ability to identify up-sell and cross-sell opportunities in real time during a live customer interaction. This ultimately reduces share of wallet derived from each client.
Dissatisfied customers are able to easily locate and solicit quotes from competitors through the internet. Indifferent customers are susceptible to switching to competitors.
Competitive and customer demands force financial institutions to offer extended services across more channels, often resulting in uninformed customer service agents making recommendations that don’t match the clients’ needs.
A highly competitive environment continues to drive mergers, consolidations and acquisitions, resulting in corporate restructuring. The impact of this is a loss of corporate memory and customer knowledge, leading to customer dissatisfaction and attrition.
Expenses:
With mergers and acquisitions and the industry expanding into new and multiple channels, collaboration becomes increasingly challenging, slowing business processes and putting pressure on expenses.
These changes are impacting the bottom line as companies scramble to keep up, rapidly changing business processes in an attempt to manage expenses.

5. What does it we mean for business?
Finding and retaining customers
Customer value optimisation
Increased up-sell and cross-sell
Increase/strengthen customer loyalty
Targeted customer offerings
Competitive advantage
Drive increased profitability
Reduced customer churn
Do the right thing by the customer…
Increase return on customer
Increased customer satisfaction
Increased stakeholder value… Increased share price…

6. Improved customer relationships More then just software!
Improved Customer Acquisition & Retention
Improving customer relationships requires the development of a customer focused business strategy, designed to optimise revenue, costs and customer satisfaction
Business strategy combined with application technology improves customer acquisition and retention
Business Strategy
Application Technology
Business Value
Read Gartner’s definition: “CRM is a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction.”
Explain that CRM is more than just software – it is also the strategic application of the software to achieve business ROI. This is where you come in – there are opportunities to generate service revenues, over and above implementation or customization.
Emphasize that apart from very simple tactical solutions, most CRM implementations will almost certainly fail to add any value without a focus on the business strategy.
Application Technology
“CRM is a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction.” - Gartner

7. Challenges: Improved customer relationship
The three key challenges that determine the success or failure of improved customer relationships initiatives
User adoption
Business fit
Total cost of ownership
Additional challenges that should be conceded
Purposes and expectations are not clear
Time frame is unfeasible
The aim is too ambitious
Employees are not prepared
Responsibility is not well defined
Poor data quality
… research reveals that lack of usability planning is a leading causal factor in Sales Automation projects failing to meet business objectives . …”
Key Considerations for Maximizing Sales Automation Value, Meta 2003

8. User adoption – User experience
Go to Leads home page of web application or Sales for Outlook client.
Click on “Export to Excel” button.

9. Business Fit
Customise the language to meet business own process and naming conventions
Works with existing Microsoft IT technology
Change screen layouts without writing code
Integrates through BizTalk and or web services
Support flexible working via zero footprint client

10. Total Cost of Ownership
Microsoft delivers market leading TCO
Powerful software that delivers rich functionality which can be easily configured and customized
Central management and deployment

11. Business Insight…
Why do businesses constantly strive for new customers when keeping existing profitable ones is so much more key to business success…
Because the don’t have business insight, they don’t know enough about their customers
“… It is 6-7 times more expensive to gain a new customer than retain an existing customer. …”
Harvard Business Review

12. Microsoft technology can deliver: Increased customer insight
Predicting purchasing behaviour, tracking return on customer, win/loss analysis, ROI on marketing spend all have there part to play in successful business growth
Yet today most companies continue to manage by estimation rather then hard facts
Products like Microsoft CRM work natively with SQL Server reporting services, providing in context reports in areas like sales, marketing and customer service
Business Scorecard Manager 2006, SharePoint services and BizTalk provide

13. Microsoft technology can deliver: Customer retention and loyalty
Microsoft CRM provides tool to enable customers to unsubscribe to s and meet requirements for preference services
Customers are not in infinite supply; keeping and retaining them is therefore key to business success
However it’s far too easy to “turn off” the customer with over marketing
The requirements of data protection, freedom of information and the preferences services lead to other issues that need to be addressed

14. Microsoft technology can deliver: Multi-channel management
Call centres have become a common feature of many business today helping to deliver sales and customer service objectives
However today we live in a more complex environment letters, fax's, , voice mail, web site, SMS, instant messages, phone calls all play a part in a modern contact centre
The call centre is dead - live the contact centre
Many modern telephony systems already have connectors for contact databases like Microsoft CRM which enable caller ID and screen pops
In addition Microsoft Speech Server can enable powerful voice interactions providing ID&V logs and self service options
Microsoft Content Management server with SharePoint can provide powerful web solutions

15. Who does this today?
Purpose:
Announce Heidi Leroy-Short

17. Now you can see that our customizations have taken effect – vendors has been added to our workplace and contacts has been renamed tenants.
Lets take a closer look at some additional customizations we made earlier.
[Click on Communities]

18. The Journey… Not a destination
Short-Term Aims
Improve customer responsiveness
Provide customers with up-to-date information every day
Identify profitable customers
Gain a single customer view (knowledge of customer data from each point of contact)
Face rising customer expectations
Medium- to Long-Term Aims
Foster convergence of self-service channels
Redesign the financial institution offering
Create new models for understanding customer risk profiles
Cost-cutting through a more profitable use of resources
Become proactive and anticipate business issues

19. Summary
Improving Customer Relationships is NOT dependent on selecting the “best software”, it’s about getting the right strategy
Microsoft solutions look and feel familiar with a natural user experience like Outlook, that reduce training costs and increase acceptance & adoption
Improving Customer Relationships is a journey - take small steps and keep looking to the future
Understand that your needs will change and your technology must adapt rapidly and cost effectively to meet these changes

20. Key Learning Review your processes
Automating bad processes will just make the bad process faster!
Develop requirements
What does the system need to do?
What needs to be changed or added?
What processes do you need to change?
Have a vision
Success metrics
Engage with multiple team members
Don’t bite off more then you can chew
Phased roll out

21. Thank you for your time. Purpose: Short Q&A
Introduce Steve Clayton who will be talking about Flexible Working