Dinesh Chandrasekar

Agenda
CRM Evolution
CRM Components CRM Applications Successful CRM Programs Case Study

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Copyright Sierra Atlantic, Inc. Material contained within this document is confidential and may not be reproduced without prior written consent.

CRM Evolution
CRM is all about
Finding your customers Collecting information about them along the way Using that info to enhance their experience and foster long-term relationships
Customer Adaptive Solutions Analytics

Industry-specific CRM

Multichannel eBusiness
Sales Marketing Service

SFA

1990 1994

1997

1999

2000

2003

2006 - 2010

CRM - Components
Key Areas of Functionality A single location for holding customer information Structure activities around the customer
Sales Force Automation

Marketing Automation

Management Reporting

Customer s

Provide a better framework for

sales processes
Provide a better framework for

customer service processes

Customer Service

A mechanism for better

management of marketing activities

CRM Application : Basic Features

Sales Force Automation:

Leads, Contacts, Accounts, & Opportunity Mgmt.; Territories Tracking and Quota Management;

Activity Management:

Appointments, Tasks, and Activity Tracking; Synchronization to E-mail, PIM, and Mobile Device

Pipeline Management:

Company Defined Sales Process/Methodology; Pipeline Forecasting by Product or Revenue; Lead/Opportunity Qualification and Sales Coaching.

CRM Application : Basic Features

Marketing Automation:

Campaign Tracking, Cost, and ROI; E-mail ,Web, SMS, FAX Etc ..campaign offers

Partner Management:

Deal Registration; Opportunity, Lead, & Account Mgmt. Marketing Fund Request and Tracking Service Requests Product, Service, Warranty & Contract Solution Knowledgebase

Service Management:

Customer Hub Analytics, Dashboards & Social Networking

Customer Expectations : Then & Now

Know your Customer

Customer Centric CRM

Servicing customers consistently, knowing their situation, having a dialog, knowing what they own. Marketing based on customer preferences for channel, frequency, products & services

Service

Marketing

Designing and developing products that valuable customers want

Products

Customers
Sales

Selling with a knowledge of what the customer owns, where they are having problems, how they buy and who makes decisions

Making sure that valuable customers are getting priority

Orders

Centering Your Business Around the Customer

CRM Ecosystem
CRM Application

Any application designed to help an organization optimize interactions with customers, suppliers, or prospects via one or

more touch points such as a call center, salesperson, distributor,

store, branch office, Web, or email for the purpose of acquiring, retaining, or cross-selling products/services to customers

Target for any CRM Application

Building a Single and Authenticated view of customer Building robust and scalable CRM Infrastructure

Building Organizational Transformation through CRM

CRM Ecosystem
Three Types of CRM

Analytical CRM DATA CAPTURE
Analytical Tools Ad Hoc Query

Operational & Collaborative CRM

Inbound Touchpoints

Operational CRM Collaborative CRM

Extract, Transform, Load Processes

Web

Report

Call Center

Analytical CRM

ANALYZE
OLAP Store

Infrastructure

Data Mining

ATM Operational Data Store Email

BI Apps Analytical Applications

Campaign Mgmt Churn Analysis

Data Warehouse

Outbound Touchpoints

On Premise On Demand Open Source

CRM Apps

INTERACT
Direct Mail

Propensity Scoring
Customer Profitability Analysis

PLAN
Implement Plans

Telemar - keting Mobile Device

EXECUTE

The 360 Degree Customer View

Up-selling and crossselling Service management Customer care and support Customer Management
Contracts Service Mgmt

Targeting and profiling Prospecting

Demand Creation Lead Generation

Lead generation Response management

Product Maintenance Product Fulfillment

Customer

Lead Mgnt

Lead qualification and scoring Lead assignment and distribution Opportunity management

Order Mgnt Quoting

Opportunity Mgnt

Order management Pricing and discounting

Pipeline and forecast management Quoting

Copyright Sierra Atlantic, Inc. Material contained within this document is confidential and may not be reproduced without prior written consent.

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Customer Relationship Management Model

CRM Applications ( Partial list)

Enterprise / Tier 1 CRM

Midsize / Tier 2 CRM

Open Source CRM

Gartner Magic Quadrant for CRM 2008

Siebel CRM: Market Leader

Industry Solutions
Public Sector Communications and Media Finance Life Sciences High Technology Insurance and Healthcare

Travel Transportation and Hospitality

Consumer Goods

Energy

Complex Manufacturing

Retail

Automotive

Vertical Specialized CRM Modules

Communications Banking Pharmaceuticals High Technology Insurance Transportation Consumer Goods Energy One & Done Service, Subscription Management, etc. Branch Transformation, Banking Insight, etc. Clinical Trails Mgmt, Medical Communications, etc. Complex Sales Management, Order Management, etc. Claims Management, Fraud Analysis, etc. Freight Claims Mgmt, Loyalty Management, etc. Brand Management, Customer Dialog Management Intelligence Driven Marketing, Order Mgmt, etc.

Automotive

Collaborative Promotions, Dealer Sales Management

Siebel 6 Multi-Channel, Industry Specific CRM (2000)

Siebel 7 Delivered on Smart Web Architecture (2001)

Siebel 8 with BI, Enhanced User Experience and Integration options

Siebel CRM Growth Track

5.0 M

Proactive CRM

6M
Customer Adaptive CRM

13 years CRM experience $2.5 B CRM Research & Development Analyst acknowledged leadership 6M+ live CRM users 20+ industry solutions Application Net worth 50+ B Best
Practices CRM Multichannel CRM Industry-Specific CRM Integrated CRM Integrated Sales and Customer Service Mobile SFA

CRM for Everyone, Enterprise BI

CRM On Demand

3.0 M
Analytics, StandardsBased Integration

2.17 M

1.3 M 1M

Siebel Systems Founded

EnterpriseClass SFA

600,000 200,000 60,000

500

4,000

20,000

1993

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

Oracle CRM E-Business Suite

Analytical Applications Customer Intelligence Marketing Intelligence
Interaction Center Intelligence
Contracts for Service

Sales Intelligence
Quoting

Service Intelligence

Business Applications

Marketing Online
Contracts for Sales

iStore

Sales Online Mobile Field Sales

eMerchandising MES

Contracts for Rights

iPayment

Field Depot iSupport Service Repair TeleSales KM Advanced Partners Scheduler Online Mobile Tele Incentive Spares Field Service Comp Mgt Service

Quality Online

Universal Work Queue CRM Foundation Tasks MES/Knowledge Base

Resources Notes Interaction History

Territories Calendar Attachments

Assignment Engine 1-on-1 Fulfillment Esclation Management

Interaction Center Interaction Channels E-Business Foundation E-Business Platform

Telephony, Scripting, Predictive Dialer, Call Center Connectors

eMail Center

Web

Wireless

Mobile (Laptop, PDA)

Common Application Architecture & Schema (TCA, Products, Pricing, Configurator, User Login, Security, etc)

eBusiness Platform

CRM Analytics
Auto Comms Complex Consume Financial Energy r Sector & Media Mfg. Services High Tech
Insuranc Life Public Travel & e& Sciences Sector Trans Health

Sales Analytics
Pipeline Analysis Triangulated Forecasting Sales Team Effectiveness Up-sell / Cross-sell Discounting Analysis Lead Conversion

Service & Contact Center Analytics

Churn Propensity Customer Satisfaction Resolution Rates Service Rep Effectiveness Service Cost Analysis Service Trends

Marketing Analytics
Campaign Scorecard Rates

Financial Analytics
Receivables / Payables Analysis Customer Profitability Product Profitability Regulatory Compliance Expense Management Cash Flow Analysis

Supply Chain Analytics

Supplier Performance Inventory Analysis Procurement Cycle Times Inventory Availability Employee Expenses

Workforce Analytics
Employee Productivity Compensation Analysis Compliance Reporting Workforce Profile Turnover Trends

Campaign Scorecard Response

Response Product Rates Propensity

Loyalty and Propensity Attrition Market Basket Attrition Analysis

Product

Loyalty and

Market Basket Campaign ROI Analysis Campaign ROI

Other Operational on Return BOM Analysis & Analytic Sources Human Capital Other Operational & Analytic Sources

Siebel, Oracle, SAP, PeopleSoft

Combined Strengths of Oracle and Siebel

Banking Insurance Communication s High Tech Retail
Teller Marketing, Sales, Service Core Banking Claims Mgmt. Financials Human Resources Human Resources Banking Analytics Insurance Insurance Analytics Analytics Comms Analytics High Tech Analytics Retail Analytics Public Sector Analytics Life Sciences Analytics CG Analytics Agent/ Channel Underwriting/ Mgmt. Policy Admin. eBPP Multi-Channel Customer Mgmt. Marketing, Sales, Service Order Mgmt. & Logistics

Financials/ Profitability Network Mgmt.

Order & Order & Claims Service Service Management Mgmt. Fulfillment Fulfillment
Order & Order & Mfg & Service Service Planning Fulfillment Fulfillment

Financials

Procurement

Financials

Sales, Order Sales, Order Service Merchandise Management Service Management Mgmt. & Mgmt. Ordering & Logistics & Logistics Ordering Management Constituent Service Physician Portal Marketing, Sales, Service Case Mgmt. Marketing & Sales Trade Mgmt.

Store Supply Chain Operations Management SRM/ Procurement Procurement & Planning Fulfillment & Logistics Financial Mgmt. Clinical Trials Mgmt. Clinical Clinical Procurement Trials Trials & Planning Management Management Mgmt.

Corporate Admin HR & Payroll Mgmt. Corporate Admin Corporate Admin.

Public Sector
Life Sciences Consumer Goods

Customer Data Challenges ***Need for Customer Hub***

Customer Information is in Silos in different Applications Duplicate customer data prevents single view of customer

High data management costs due to inaccurate data

Inability to access up-to-date customer profile in real-time

Companies need a solution to Create and Maintain unique, Complete and Correct Customer Information

Oracle Siebel Universal Customer Master (UCM) - The Customer Hub

Creates and maintains a unique, complete and accurate customer information across the enterprise Distributes customer information to all operational applications just in time UCM enables organizations to:
Know their customers Improve data quality Utilize customer insight during all customer interactions Comply with privacy and regulatory requirements Reduce data management costs

Siebel UCM Approach

Europe Service Center
NA SFA and Call Center

Custom / Legacy

Siebel UCM

Web Store

ERP Systems

Partner Portal
Siebel Universal Customer Master (UCM) Application provide a Siebel Platform that functions as the Master File for an organizations Customer Information

Other

Data Warehouse

UCM Scenario :New Customer Creation

ASI (MQSI)
Business Process Controller

CRM System

Transformations

Common Objects

Transformations

Nodes Legacy Nodes Systems Nodes

Adaptor

Adaptor

Transport Layer

33Z454

CRM System creates record, sends to ASI ASI transforms record, sends to UCM UCM cleanses record, no match found

UCM
Cleansing Tool

Data Services Provider

Recognition Services

UCM sends record to DSP

DSP recognizes customer, returns ID UCM creates new record UCM returns new profile to ASI

ASI stores the ID & fires routing rules

ASI publishes record to subscribers Subscribers return new record IDs

CRM Application Selection Criteria

Source Gartner Research (2007)

Competition at a Glance
Campaign Opportunity Quote Configure Order Fulfillment Service

Oracle Siebel Oracle Sales Force IBM Oracle EBS CRM Microsoft
PeopleSoft

PeopleSoft SAP Selectica Clarify

Oracle CRM Applications Future

EBS 12 EBS 12.1 EBS 12.x

Enterprise 9

Enterprise 9.1

Enterprise 9.x

EnterpriseOne 9.0

World A9.1

EnterpriseOne 9.1

World A9.x

Siebel 8

Siebel 8.1

Siebel 8.2

FUSION

Customers continue to get innovation in existing releases and choose when they are ready to move to next generation technology.

Oracle CRM Fusion

Task Flows, Process Flows and Insight-Driven Dashboards via Analytics Application Composition

Web Services
SOA Content Sales Service Marketing C/OM

Customer, Product, Price Masters, Integration

Self Service

CRM

ERP

Legacy

Siebel Loyalty Management Partners

Host Company Members

Loyalty Manager
View complete member profile Define tiers Enroll members Reward behavior Create targeted promotions Define accrual and redemption rules

Loyalty Member Portal

Join program Keep profile up to date

Loyalty Partner Portal

Enroll members Send transactions to the host organization Approve joint loyalty promotions Manage service requests Approve transactions Manage products

Conduct web transactions

Enroll in loyalty promotions Redeem rewards Refer friends View statements Create Service Requests Set contact preferences

Service a members request

Collaborate on servicing the customer

Loyalty Engine
Rules Rewards Tiers Member Profiles Eligibility Promotions Transactions Point Expiration

Enterprise Analytics and Data Integration Platform

Siebels Complete Loyalty Management Solution

Process Members Transactions and Rewards Siebel Loyalty Respond to Customer Questions about Promotion Siebel Call Center Member Portal Create and Execute Marketing Campaign Measure Promotions Results and Effectiveness Siebel Analytics Manage Flexible Loyalty Program Siebel Loyalty Track Comprehensive Member Profiles Siebel Loyalty Siebel Loyalty Create Loyalty Promotion Identify Members for Targeted Promotion Siebel Analytics

Loyalty Marketing Lifecycle

Siebel Marketing

Pampers
www.pampers.co.uk

Communication and benefits

Free newsletter with information relevant to baby's current stage of development. Web site. Free phone line. Direct mail. The e-mail offers and newsletters are designed for the family's youngest child. Mail-in certificate requests baby's due date/birth date, parent's name, address, email address and phone number. Virtual baby book which sends reminders of check ups, immunisations and appointments. Virtual growth chart which allows you to plot babys height and weight

British Airways Executive Club

www.britishairways.com

Communication and benefits

Account balance available via phone or Web site Quarterly account statements Executive Club has 5 million members worldwide Collect BA Miles which can be used for reward flights or upgrades Three tier membership: blue, silver, gold Benefits include priority on waiting lists, seating preferences, meal preferences, priority check in/boarding and lounge access for gold members

My Coke Rewards
www.mycokerewards.com

Customers make a purchase and then they must go online or via mobile and enter codes to earn their points This gives coke millions of consumer touchpoints One million codes are entered into the website everyday and consumers spend an average of 9 minutes on the website each time they visit 1 litre bottle of Coke equals 3 points, 24 pack of 500ml bottles equals 10 points and so on The customer can redeem their points on free bottles of Coke and other drinks, Coke merchandise, tshirts etc

What Next
CRM in more dynamic forms
Social CRM or CRM 2.0 Animation Interactive CRM Robots .

CRM Case Study

Open Forum