4. Relationship Matters
I believe "Successful CRM" is 4
about competing in the relationship
dimension. Not as an alternative to
having a competitive product or
reasonable price- but as a
differentiator. If your competitors are
doing the same thing as you are (they
generally are), product and price
won't give you a long-term,
sustainable competitive advantage.
But if you can get an edge based on
how Customers Feel about your
company, it's a much stickier--
sustainable--relationship over the
long haul.
6. 360 Degree Customer Centric CRM
Up-selling and cross-selling Targeting and profiling
66
Service management Prospecting
Demand
Customer care and support Creation Lead generation
Service
Mgmt Lead
Generation
Customer Management Response management
360 Degree
Product Maintenance Contracts Customer Lead qualification and
Lead scoring
View Mgmt
Product Fulfillment Lead assignment and
Order distribution
Mgmt Opportunity
Mgmt
Order management Quoting Opportunity management
Pricing and discounting Pipeline and forecast management
Quoting
Industry Vertical CRM Solution Platform 6
13. What is Customer Experience ?
• Customer experience is taking the customer views of
the interactions to understand the emotional bond 13
between the brand and customers. It requires a common
understanding of the customer journey, then align the
company actions to build emotional bonds.
• It is the collective set of experiences…. on the web, in
store etc. It is about understanding their unmet needs,
wants, capabilities and desires in a deeply contextual level.
And that leads to thoughtful and purposeful use of
technologies, communities and imageries .
• The answer is pretty simple. Customers remember and
value great experiences that demonstrate deep
understanding and respect for their needs. When
companies learn how to deliver and evolve differentiated
experiences, they tend to build strong, enduring customer
relationships and profitable businesses.
16. On Premise Vs SaaS CRM
The benefit of implementing an accelerated CRM solution is the threefold: reduced
implementation risk, quicker breakeven and increased value to the customer. 16
OnPremise CRM SaaS CRM
Breakeven
Breakeven Breakeven
@
27 months
27 months
6 months
>80%
<50% Successful
Successful Implementations
Implementations
Net Value
Risk Net Value Value to
Risk Customer
Time
Time
Go Live Date
Go Live Date
~ 12 Months
~ 3 Months
16
17. Total Cost of Ownership ( TCO )
One critical aspect in making a CRM selection is determining the underlying cost of on-
premise CRM versus SaaS CRM solutions: 17
Cost for On
SaaS CRM
Software Licenses
Application Implementation
& Deployment Cost 9%
21%
HIDDEN COSTS
Implementation Costs Technology
Additional Costs for On premise
Siebel
Hardware • Middleware
21% • Hardware (Servers, Storage Devices)
Salesforce
Siebel
Infrastructure
Siebel
• System Maintenance
Onyx
26%
Personnel
14% • Application Maintenance
Maintenance
CRM
7% • System Upgrades
Aprimo
Siebel
Training • Application Upgrades
Aprimo
1%
People
• Internal Administrators
• Internal SME’s
• Internal Support
• External Support, SI Cost
24. The New Social/Digital Consumer
Uses new 24
online channels
and new
communication
tools
Trusts in
Seeks support
advices made
to connect
by online
with like-
Being connected, minded peers
acquaintances
and strangers
customers
realized that
they could ask The new
more from Reads and Social
creates product
companies and reviews, Customer Tends to buy
more online
product
than offline
share opinions rankings and
blog posts
about products
and services Wants to
provide
Expects better
feedback about
customer
the product
experience
and customer
service
25. CRM Vs Social CRM
CRM Social CRM
25
Customer Customer
Customer
Customer
Customer Customer
Customer Customer
Customer Customer
Competitor Supplier / Partner
Competitor Supplier / Partner
Customer Customer
Customer Customer
Your company
Your company
Customer Customer
Customer Customer Customer Customer
• Focus on collaborative relationship (engaging a more complex relationship
• Focus on individual relationship (company to customer, network)
company to partner, etc.)
• Limited view of the customer and his community • Multiple connections allow better understanding of the customer and his
preferences, habits, etc. community
• Targeted messages generate value • Customer experience generates value
26. Evolution of New Customer Touch Points
CRM Social CRM
• Microblogs
26
• Blogs
• Price comparison website
• RSS • Podcast
• Phone • Phone
• Wikis
• Fax • Fax
• Social Networks
• Email • Email
+
• Service • Service
• Widgets
• Letters • Letters • Video sharing
• Personal contact • Personal contact
• Company’s website • Photo sharing
• Company’s website
• SMS • SMS
• Instant Messenger • Forums • Auction website
• Instant Messenger
• Chat • Chat
• Slides sharing
• Media • Media
• Reviews and ratings in retail sites
• Wish lists
• Social Bookmarking
•Single view of the customer based on the interactions •Single view of the customer is far more complex to achieve.
history, customer profile data residing in the company’s Besides internal information, the company must rely on
base and data integration with internal systems external information such as customer profiles in social
•Company owns the data but it is limited to previous networks and his behavior when participating in a community.
interactions •Customer and other web 2.0 sites own part of the precious
data
27. Bottom Line
• Social CRM does not replace traditional CRM. It extends current 27
CRM 1.0 capabilities to engage conversations with customers and
the market,
• Social CRM humanize the company so the customer can see it as a
trusted peer (customers trust people like themselves),
• Social CRM puts the customer in the core of the company’s
strategy. It affects thoroughly operations, its value chain and
organizational structure and culture,
• Social CRM introduces new value drivers into the company’s
strategy thanks to customers engaged with the brand,
• Social CRM needs a new organizational mindset supported by web
2.0 empowered employees. By connecting employees to
themselves and to customers, the Social CRM should enable
closed-loop employee recognition based on individual results.