OPERATIONAL CRM
OPERATIONAL CRM
1
OPERATIONAL CRM
Operational benefits are the first returns from IT-enabled CRM
programmes.
Customer-facing processes in selling, marketing and customer service
become more efficient as they are formalized and standardized and
generate operational cost savings.
It is important to realize that an organization’s CRM strategy options are
limited by its operational capabilities.
Typically, a firm moving towards a customer-centric strategy invests first
in building a single view of the customer (SVOC).
The SVOC integrates data from all operational units that touch customers,
including sales, marketing, customer service and accounts, to create a
coherent picture of the customer’s interactions with the business.
Once the SVOC is created CRM users can interact with customers on a
one-to-one basis, in full knowledge of their history with the business,
thereby enhancing customer experience throughout the customer’s
relationship with the firm. 2
OPERATIONAL CRM
Appropriate customer management actions can only be taken if the insight
is delivered to the customer-facing employees who use the firm’s selling,
marketing and service operational processes.
Without well-designed and applied operational processes, there is little
possibility of implementing the CRM strategy.
Achieving this capability requires IT investment in the following solutions:
❑SALES FORCE AUTOMATION
❑MARKETING AUTOMATION
❑SERVICE AUTOMATION
Many firms stop their CRM drive once technology-supported operational
capability is in place, such as call centre operations and online self-service.
Hence, CRM is often misconstrued in organizations as a ‘technology
solution’ rather than a strategic initiative.
3
SALES FORCE AUTOMATION
Reports suggests that, on average, two-thirds of a sales rep's
time is spent on non-revenue generating tasks.
4
SALES FORCE AUTOMATION
Sales Force Automation (SFA) is when parts of the sales
process are automated by software tools.
The automation usually focuses on repetitive, administrative
tasks that, while important, can be time-consuming for sales
teams to perform.
By letting a SFA software take care of these tasks, sales reps
can spend their time on more productive parts of their job:
SELLING.
SFA software is designed so that companies can collect, store,
analyze, distribute and use customer-related data for sales
purposes.
Customer-related data are key to customer orientation and the
development of long-term mutually beneficial relationships with
customers. 5
SALES FORCE AUTOMATION
The SFA software will usually automate tasks based on certain inputs.
For example, leads can be sent follow up emails based on a
pre-designated template if they don’t respond to an initial email after a
certain number of days.
SFA software can also include reporting and analytics tools.
This makes it easier for sales managers to see metrics such as the
performance of sales team members or predicted revenue over a
certain time period.
6
PURPOSE OF SALES FORCE AUTOMATION
ALLOW SALES TEAMS TO FOCUS ON
THE MOST IMPORTANT TASKS
STREAMLINE THE SALES PROCESS SO
THE MOST EFFECTIVE STRATEGY IS
ALWAYS USED
ALLOW MANAGERS TO GET INSIGHT
INTO THE EFFECTIVENESS OF THE
SALES PROCESS
7
COMPONENTS OF SALES FORCE AUTOMATION
1 ACTIVITY TRACKING AND ALERTS
2 AUTOMATE THE SALES PROCESS
3 MANAGE THE SALES PIPELINE
TAKE THE HASSLE OUT OF SCHEDULING
4
APPOINTMENTS
5 AUTOMATICALLY ASSIGN LEADS
6 PRODUCE UP-TO-DATE REPORTS
7 FOCUS ON THE RIGHT LEADS
8
COMPONENTS OF SALES FORCE AUTOMATION
9
SFA ECO-SYSTEM
The SFA eco-system is made up of three components:
❑SFA SOLUTIONS PROVIDERS
❑HARDWARE AND INFRASTRUCTURE VENDORS
❑ASSOCIATED SERVICE PROVIDERS
SFA solutions providers can be classified in a number of ways. Some are SFA
specialists. They compete against enterprise and mid-market CRM suites that
include SFA modules, and enterprise suite vendors that offer a full range of IT
solutions to support business, including supply chain management (SCM) and
customer relationship management (CRM)
10
SFA ECO-SYSTEM
11
SFA ECO-SYSTEM
ACCESSIBILITY
SFA solutions, like other CRM technologies, are accessed in
one of two ways.
The solution can be installed on the user company’s own
servers and it is known as on-premise, offline or installed
SFA.
It can be accessed on another party’s servers via the
Internet. It is hosted, online or on-demand SFA,
web-service, the ASP (Application Service Provider) model,
or the Software as a Service (SaaS) model.
12
SFA ECO-SYSTEM
SERVICES – TRAINING/LEARNING & USABILITY
When a SFA project is undertaken, service costs may add significantly to
overall project expenditure.
In addition to paying for software and hardware, SFA project leaders
might buy services from providers that :
RE-ENGINEER SELLING MANAGE TRAIN
PROCESSES PROJECTS SALESPEOPLE
CONSULT ON SALES FORCE
CONDUCT CUSTOMER PORTFOLIO
ORGANIZATIONAL
ANALYSIS
STRUCTURE
Service providers can contribute significantly both to SFA
project costs and the probability of success.
13
SFA ECO-SYSTEM
HARDWARE & INFRASTRUCTURE
The performance requirements of SFA applications can create significant
challenges for both hardware and technology infrastructure.
Whereas office-bound salespeople and sales managers might be happy to
use desktops or laptops, field sales staff mostly prefer to use mobile data
devices: smart phones or tablets.
Where companies have geographically dispersed external salespeople,
SFA systems have to operate 24/7 in real time, allowing organizations to
manage opportunities as quickly as possible.
SFA applications often need to integrate with back-office systems so that
field sales has visibility of outstanding service issues or order progress in
advance of a client meeting.
14
SFA ECO-SYSTEM
It has been suggested that the average implementation period
of SFA is 21 months and that users need over 100 hours
experience with new technologies before they could claim to
have mastered it.
During the implementation period, salespeople will need to
populate the SFA system with data from operational databases
and then learn how to analyze and leverage the data.
This can take much longer than the purely technical
implementation of a software system. 15
FUNCTIONALITIES OFFERED BY SFA
16
BENEFITS OFFERED BY SFA
For shorter sales cycles leading
higher win rates
Salespeople to faster inventory turnover
more closing opportunities
For accurate management improved salesperson
Sales Manager reports productivity
improved customer
reduced cost-of-sales
relationships
For Senior improved profitability. market share growth
Management
increased sales revenue accelerated cash flow
17
Caselet
18
HOW SFA CHANGES SALES PERFORMANCE
There have been a number of independent assessments of the effects of SFA on
sales performance.
19
CONDITIONS TO DERIVE SF BENEFITS
Salespeople find that the SFA application is easy to use.
Salespeople find the technology useful because it fits their roles well.
Availabilityofofappropriate-to-task
Availability appropriate-to-task SFA
SFAtraining.
training.
Users
Users have
have accurateexpectations
accurate expectations about
aboutwhat
whatSFA
SFAwill
willdeliver.
deliver.
Users
Users have
have a apositive
positiveattitude
attitude towards
towardsinnovation.
innovation.
Users
Users havea apositive
have positive attitude
attitude towards
towardstechnology
technology
Availability
Availability of of usersupport
user support after
after roll-out,
roll-out,for example,
for a help
example, desk.
a help desk.
Involvement
Involvementof user groups
of user including
groups sales reps
including and
sales managers
reps during SFAduring
and managers project
planning
SFA project and technology
planning selection.
and technology selection.
Deployment of a multidisciplinary team in the SFA project planning
phases.
Senior management support for SFA. 20
MARKETING AUTOMATION
Marketing automation is the application of computerized
technologies to support marketers and marketing
management in the achievement of their work-related
objectives.
Marketing practices have historically been very ad hoc.
Some of the major companies, particularly fast-moving
consumer goods companies such as Unilever and Procter and
Gamble, have bucked the trend and developed marketing
processes that brand managers, segment managers, market
managers and marketing managers are obliged to follow.
21
Caselet
22
WHAT MARKETING AUTOMATION DOES ?
Personalized Workflows
Prospects' actions are added data point for marketing strategy, telling you what
customers are looking for, immediately in the moment but manually tracking these
behaviours is impossible. With MA, businesses can use these inputs across multiple
channels to deeply understand their customers’ needs and deliver the right content at
the right time.
Streamlined Processes
Organisations can build streamlined processes that keep customers at the
center of it all.. Break through silos and work together to provide a unified
customer experience right from the very first touch, all the way beyond the
customer purchase.
Integrated Data & Analytics
Organisations can continue to engage customers with personalized workflows
that lead to loyal, repeat customers who refer their friends and family.
23
BENEFITS OF MA
Enhanced marketing Greater marketing
efficiency productivity
More effective marketing Improved accountability
Improved marketing
Enhanced responsiveness
intelligence
Improved customer Improved customer
experience engagement
24
FUNCTIONALITY OFFERED BY MA
25
CAMPAIGN MANAGEMENT
A digital marketing campaign involves the execution of a
marketing strategy across all the digital channels where
consumers engage with a brand, usually for the purpose of
improving a company's conversion rate.
To start a campaign, marketers need to understand who their customer is
and where to reach them and anticipate what action the customer will take
next.
Customers approach brands though an omni-channel lens. So to effectively
reach a customer, marketers should connect digital marketing campaigns
across all channels.
Digital marketing campaigns can be less expensive than other marketing
campaigns and can engage with customer behaviour in real time.
Companies can use a digital campaign for a variety of uses, from raising
brand awareness to telling loyal customers about a new product. 26
CAMPAIGN MANAGEMENT
Communicate compelling Thank Them.
Value to make them choose If a customer drops out
Generate Value-Based you. Go of the journey, find out
Content (text, audio, for product/service why that happened…
visual) to attract comparisons, and
Prospects. customer reviews. Retain the customer
and make them loyal by
Get an idea of your delivering value.
intended audience – know
who they are, where they
come from, and how they
found out about you
CONVERSION
VALUE
CREATION
CONSIDERATION
DISCOVERY
UNAWARENESS
27
ELEMENTS OF CAMPAIGN MANAGEMENT
Workflow
Segmentation and Targeting
Personalization
Execution
Measurement
Modelling
Reporting
28
ELEMENTS OF CAMPAIGN MANAGEMENT
29
ELEMENTS OF CAMPAIGN MANAGEMENT
30
ELEMENTS OF CAMPAIGN MANAGEMENT
31
ELEMENTS OF CAMPAIGN MANAGEMENT
32
Caselet
33
Snapshot
34
E-MAIL MARKETING CAMPAIGN
35
E-MAIL MARKETING CAMPAIGN
Source : [Link] Source : [Link] 36
E-Mail & the Customer Journey
What is E-Mail Marketing ?
It is the use of email to promote
products or services. But it’s not just
limited to that.
E-mail
marketing develop relations
is used to: with current customers
to reach out to potential customers
Functions
Allows firms to keep customers informed, and to customize their marketing
messages accordingly.
Most cost-effective and conversion-rich forms of digital marketing.
Potent & Persuasive
Drip Marketing
Drip Marketing is a communication strategy that sends, or “drips”
a pre-written set of messages to customers or prospects over time.
These messages often take the form of email marketing.
Drip Marketing
Drip Marketing
Drip Marketing is all about giving people the right information at the right time.
If someone just
Or if a potential customer has
subscribed to your
been hovering around your
blog newsletter
"premium upgrade" page for a
few weeks
Send a welcome
DAY 1 DAY 7
email right away
email the customer five reasons
to purchase the premium plan.
an email that shows
DAY 3 some of your
most-read content
When to Use Drip Marketing
Nurturing Leads
Welcoming
Onboarding
Abandoned Shopping Carts
Recommendations
Confirmations
Engagement
When to Use Drip Marketing
Nurturing Leads
When to Use Drip Marketing
Welcoming
When to Use Drip Marketing
Onboarding
When to Use Drip Marketing
Abandoned Shopping Carts
When to Use Drip Marketing
Recommendations
When to Use Drip Marketing
Confirmations
When to Use Drip Marketing
Engagement
Event Based Marketing
Event based marketing (also called trigger marketing and event initiated
marketing) is a form of marketing that identifies key events in the customer
and business lifecycle.
When an event occurs a customer specific marketing activity is undertaken.
It is an extremely targeted form of marketing and has good action rates
because it is initiated when a customer is more likely to be active in a decision
process.
The number of triggers or events that an organisation uses might range form
just a few to several hundred.
Event Based Marketing
There are two components: managing identity and recording behaviour.
Event Based Marketing
Identity
When a user visits a website or mobile app they are automatically assigned an
anonymous identity.
The anonymous identity is used to store the record of their behaviour until, and
if, the user becomes ‘identified’.
Identified users are known users who already have a record in the user database.
At this point, the anonymous identity and the known identity are joined
together so that all past behaviour recorded against the anonymous user is now
stored directly against the known user.
Without a user’s identity we would not be able to assign the stored behaviour to a
particular person.
This would limit our ability to communicate with the user (we can’t send them an
email or push notification if we don’t know who they are).
Event Based Marketing
Behaviour
Behaviour is information that describes how the user interacts with the website or
app. It is recorded as an ‘event’.
An event is a single instance of measured behaviour; a single event in the journey
of the customer. The
The event could describe a users explicit action such as ‘Clicked on Playlist’ or an
implicit action such as ‘Moused Over Playlist’.
This approach helps us send the user a much more contextual message or prompt when
trying to engage them.
Event Based Marketing
Marketing Optimization
Discussion questions
• How can MA help in customer journey for a new customer of Myntra
vs a new bank customer vs a person who booked a room in the Taj?
• Marketing campaigns – why do customers ignore them – how do u
increase effectiveness - discuss funnel and what is the right way to go
about a campaign -number of contacts etc.
• [Link]
on-information
• [Link]
Marketing Optimization
Customer Service & Delight
Focuses on providing a positive customer experience both
at the point of sale and after the sale in order to drive
profit and gain competitive advantage.
Customer Service & Delight
If we rely on self-service technology, excellent service is experienced when the
technology works as expected – for example, the bank’s automatic tellers are
operational, and the website provides all necessary help and information in a
couple of clicks.
Equally we can all recognize poor customer service, delivered by surly,
unapproachable, peremptory, inflexible staff working with poor information
and hampered by outdated technology.
Customer service has always been a necessary preoccupation of
service-producing organizations, because they have understood that customers
are responsive to the quality of the service they experience.
Customer service can be experienced at any stage of the customer purchase
cycle: before, during or after purchase.
Is it the same as Customer Service?
Outcome
Situational focused &
and reactive intentional
An objective A mindset & behavior that
or mandate create a culture
Transaction The responsibility of the
focused entire organization
Focused on the
unspoken
expectations of
the customer
Service Failure – Reason & Approach
WHAT IS SERVICE FAILURE ? WHY SERVICE FAILURE OCCURS ?
When the perceptions of the customer fall
A gap that exists between customer
below their expectations in the delivery
expectations and service performance.
of service.
6 7 8 9
Customer Focus via Service Quality
Tangibility
Reliability
Responsivenes
s
Assurance
Empathy
SERVICE AUTOMATION
Service Automation – in its very essence – is the delivery of a service, but than
completely automated manner.
Key examples of companies who became very successful with Service Automation
are Uber and Netflix.
They took a traditional service (getting from A to B or watching a TV series), and
completely automated every step of that service experience. From selection,
booking and ordering, to automated payments and automated customer services.
The primary interface for their users is a single app, and every other step off their
service is completely automated.
SERVICE AUTOMATION
Service automation is the application of computerized technologies to
support service staff and management in the achievement of their
work-related objectives.
Service automation is used in four major contexts:
CONTACT CENTRES
CALL CENTRES
HELP DESKS
FIELD SERVICE
BENEFITS OF SERVICE AUTOMATION
Enhanced Service Effectiveness
Service requests can be completed more quickly to the customer’s
satisfaction by ensuring that requests are handled at the first point of
contact or routed to the right service engineer or customer service agent,
who is able to draw on an up-to-date knowledge base to resolve the issue.
Enhanced Service Efficiency
Costs are taken out of service delivery when customers use self-service
instead of interacting with an agent. High levels of first contact resolution
mean that companies only deal once with a customer issue.
Right first time means reduced levels of rework.
Greater Service Agent Productivity
Call and contact centre management systems ensure that the optimal
number of agents is scheduled and that their time is used productively.
Skills-based routing ensures that service enquiries are routed to the most
appropriate agent/department.
BENEFITS OF SERVICE AUTOMATION
Better Agent Work Experience
Agents have the right tools to do their jobs well, leading to more enjoyable
work experience.
Improved Customer Experience
Agents have full visibility into the customer history and service requests
and can therefore ensure that service delivery is appropriate to customer
status or agreed service levels, and satisfies the customer.
Improved customer engagement
Rather than sending or receiving one-way communications, customer
contact centres are now repositioning themselves as customer
engagement centres, particularly if they participate in a lot of interactive
communications with customers in social media.
BENEFITS OF SERVICE AUTOMATION
Improved Customer Retention
Higher quality service and better customer experience means that
customers are less likely to churn to alternative suppliers.
Service quality drives customer retention.
Caselet
Functionality offered by Service Automation Software
•[Link]
yI
•[Link]
R4U
•[Link]
w
Case
Datamatics implemented its Robotic Process Automation
solution, TruBot, along with Artificial Intelligence algorithms.
Functionality offered by Service Automation Software
Activity Management
Enables employees to review their workload, to-do list and priorities as
directed by their manager or scheduler, to coordinate activities with
other service staff, and to report back on progress, results and issue
resolution.
Alerts can be set so that appointments are not missed, or to notify agents
and their managers that issues are unresolved.
Agent Management
Is a high priority for call and contact centre managers. Managers want to
employ the lowest head-count compatible with the desired level of
customer service. Too few agents and customers will be dissatisfied with
wait-times; too many agents and payroll costs will be unnecessarily high.
Customers and managers both want issues to be resolved quickly by
agents. A large number of key performance indicators are used in call
and contact centre environments such as : CALL VOLUMES RECIEVED,
AVG QUEUING TIME, AHT, ATT, ABANDON RATE, FTR.
Functionality offered by Service Automation Software
Case Assignment
It ensures that each enquiry or issue gets routed to the right agent or
technician for resolution. Customer service agents might, for example, be
organized according to language skills. When an email enquiry is
received in Urdu it is assigned to the agent competent in that language.
Field technicians might be organized according to product category.
Case Management
It covers the full cycle of activities involved, from receiving initial
notification of a matter of concern to a customer to its final resolution
and the case file being closed. Case management is also known as
incident management and issue management. Case management
applications enable case handlers to manage simple incidents, customer
complaints and complex cases and investigations.
Screen Shots
Functionality offered by Service Automation Software
Contract Management
The functionality enables service engineers and managers to create,
track, progress, accelerate, monitor and control service contracts with
customers. Contract management software offers a range of
functionalities: document management, contract authoring, workflow,
email or SMS alerts (about contract expiry, for example).
Customer Communication Management
Such applications aim to ‘improve an organization’s creation, delivery,
storage, and retrieval of outbound and interactive communications with
its customers’.
CCM applications help users compose, personalize, format and deliver
content acquired from various sources in the form of targeted electronic
and physical communications.
Screen Shots
Functionality offered by Service Automation Software
Customer Self Service
Web Self-Service, IVR, KIOSKS, Self-checkout is available in supermarkets
and hotels. In the supermarket customers can scan, bag and pay for
purchases at checkout. Self-checkout is available in supermarkets and
hotels. In the supermarket customers can scan, bag and pay for purchases
at checkout.
[Link]
Inbound Communication Management
(ICM) applications are widely deployed in contact (or call) centre
contexts. The technology allows companies to receive, acknowledge,
route, queue and distribute incoming communications from any channel
– voice telephony, email, chat, instant message, SMS, fax, social media,
web form – to agents in any location including contact centre, in the field
or at home.
Functionality offered by Service Automation Software
Functionality offered by Service Automation Software
Predictive Dialling
❑It is a telephony technology widely used in contact and call centres.
❑It automatically dials groups of telephone numbers, and then passes calls
to available agents once the call is connected.
❑Predictive diallers measure the number of available agents, available
lines, average handling time and other factors to adjust outbound calls
accordingly.
Scheduling
Scheduling involves planning and organizing a service technician’s
activity plan for a day, week or other period.
A technician’s schedule contains details on the customer, location, time,
product and issue. Some scheduling applications take into account a
range of considerations to ensure that the right technician is sent to
service the customer.