CRM Guest Lecture 2015

7/26/2019 CRM Guest Lecture 2015

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Increased corporate values through customer

centricity & intimacy engagement

Customer Relationship Management

CRM PracticeMichel Hamilton


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Our Focus TodayAgenda

CRM Practice

Introduction

CRM Key Components

CRM implementation challenges

CRM & How it effects us

CRM within Industry & Their Challenges

CRM Next Generation

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CRM Practice

Introduction

CRM Key Components




CRM Next Generation

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4

5

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Michel Hamilton CRM Practice

Personal Info

Graduated from Computer Science, University ofIndonesia in 2004

Live at Jakarta, extreme sports & social activity fanatic

Who am I?Introduction

Professional Info

10+ years working experience in project delivery,

technology consultancy & capability development 5+ years exposure to telecommunication industry and 2+

years exposure to banking industry

7+ years as a CRM and Project Delivery practitioner

Michel Hamilton

SVP, Head of Financial Information Services & Enterprise DWH

Finance Division Bank of Commonwealth


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CRM Practice

Introduction

CRM Key Components




CRM Next Generation

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5

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Objective

To have a common understanding about CRM

To identify the benefits of having a CRM practice

To identify who needs CRM

What is CRM?CRM & How it effects us


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What is CRM?

Lets discuss about CRM

CRM: Customer Relationship Management

CRM is an art, knowledge & practice adopted by companyto help them to understand, manage & interact with their

customers

CRM require people, process & technology to work together

to get the best of it to gain more sales & revenues

CRM will differentiate your services with your competitor!

And provide a personalization experience with your

customer


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Why do we need CRM?


Customer-Driven

Market Competition

Risk Reduction

Increase Revenue

Market Expansion


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Who need CRM?


We need a mature CRM process to increase ourprofitability and reduce our operational expenses

Executive Level

We need CRM to understand our customer andincrease their loyalty to the brandManagement Level

We need CRM to help us doing ourworkOperational Level


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Why is CRM important?


20% of your loyal customer is actuallygenerating 80% of your revenueNFR Conference

The cost of acquiring a new customer is 10times the cost of selling to a currentcustomer

AMR Research

69% of customers leave because of poorservice. Only 13% of those surveyed leftbecause of product dissatisfaction; 9% leftbecause of priceMichaelson and Associates

Total =100%

Pareto Principle 80:20 Rule

Total =100%

Customers Value


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What Industry required CRM?


Service Company

Telco Bank Insurance Utilities

Product Company

Transportation

Retail Automotive Consumer

Goods

Manufacture


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CRM Practice

Introduction

CRM Key Components




CRM Next Generation

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4

5

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What constitute CRM solution?CRM Key Components

Objective

To verify what comprise of a CRM solutions

Detail discussion on each of the CRM components

To understand how each components collaborate

To understand the interaction with other systems


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What comprise a CRM solutions?


Customer

Mgmt

Marketing

SalesService

Loyalty

Customer Data Management

Provide customer data management

Marketing

Provide marketing resourcemanagement, campaign & multi-channel

interaction management

Sales

Enable lead & opportunity management,

quote & order capture process

Service

Enable multi-channel interactionmanagement, customer 360 degree

data and captured complete

request/complaint details

Loyalty

Provide the program and promotional for

customer retention management

Analytics

Provide marketing, sales, service

and agent performance analytics


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Customer Master Data Managemen t

Rules Execution

Engine(Workbench)

Rules Manager - Design, Develop & Validation

Relational and

Flat Files

Loans

Legacy

ERP

Other

CRM / MDM

Objective:

Zero rejects

CandidatesError

Repor

t

Correction

Files

CreditCard

Exception Management Process (Data Quality Assistant)

MergedSinglesManual

Review

Scorecards & Reporting(Report Viewer)

Corrective

Actions

Analyze /

ProfileEnrich

Match &

De-duplicate

Standardize &

Cleanse


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Market ing & Campaign Management

Enterprise Marketing Management and Technology Platform

Campaign and

Interaction

Management

Customer and

Business

Intelligence

Marketing

Resource

Management

Churn &

Loyalty

Management

Field

Sales

Web/

eMail Partners

Call

Center

Direct

Mail WirelessPOS/

ATM

Bills &

StmtsBranches

Stores

Intelligent Interactions across Touchpoints

Customer Data Management
http://www.reuters.com/


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Sales Force Automation (SFA) Management

Business

DevelopmentProduct

SpecialistCustomer Marketing

Specialist

Partner/

Dealer

Sales

Representative

Customer

Service

eMail Call

Center

Direct

Mail InternetBranches

RMs &

Private

Bankers

TellersMobile

SalesForecast

SalesTargeting

Proposal &Presentation

Quotation Fulfillment

Sales

Analytic

s

Territor

y

Managem

ent

Approval&

Escalati

on

SalesBa

ttle

Plan

Contract

Managem

ent

Users

Channel
http://www.eyewire.com/cgi-bin/WebObjects/View.woa/wa/viewProduct?product=409072


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Service Managemen t

BillingInventoryHuman

Resources

Asset

Maintenance

IntelligenceSingle Source of

CustomerSecure

Access

Self-Service

Agent AssistedField Service

Analyze Notify CloseResolveIdentify

& Verify

Workflow Automation

Prioritize

DeliveryChannels

Plan &

Schedule

Web

Email

Phone

In Person

Channels Users

CSRs

Ground Staff

Customers


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Lo yalty Management

A comprehensive customer

loyalty mgmt solution allows

tracking of activity and

status of various types of

customers who are of valueto the organization

Real-time integration with

front office systems

provides a 360 degree view

of each customer and

provides up-to-date detailson customer activity, true

customer value and status

to all staff who interact with

a customer which allows for

differentiated service

provisionComprehensive loyalty support tracks customer activityand status throughout their lifetime as a person of value2

Full customer info exchanged

with front office systems1

Automated partner mgmt

tracks non-core activity3

Front Office Systems- Res, DCS, GDS, etc.

Membership

Partners

Club

LoyaltyProgram

Loyalty Account TypesTier Structures

Partnership

Agreement

Loyalty ProgramOfferings

Single Customer View


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Analyt ics Management

Pre-mapped metadata defining real-time

access to analytical and operational sources,best practice calculations, and metrics formarketing.

Presentation Layer

Logical Business

Model

Physical Sources

3

Pre-built ETL to extract data from over 3,000

operational tables and load it into the DW,sourced from CRM systems and othersources

2 4

Pre-built warehouse with star-schemas

designed for analysis and reporting onMarketing data

1

Pre-built dashboard and analytical report, support

with drill-down capabilities for multi-purposemanagement report


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CRM Evolut io n

Process automation

Data capture

Increased visibility

Management control

Decision support

Predictive trends

Data warehousing

Analytical applications

Mobile

Loyalty

Intelligent Interactions

Social

Transact

Efficiency

Analyze

Effectiveness

Engage

Experience

1990s 2000s 2010s


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CRM Practice

Introduction

CRM Key Components




CRM Next Generation

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23

4

5

6


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What constitute CRM solution?CRM within Industry & Their Challenges

Objective

To identify who are the CRM key players

Detail discussion on how CRM fits to each of industry

To elaborate the challenges in each of industry


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Understanding CRM Player

CRM in telecommun icat ion indus try

VAS domain

UMB

RBT

RIM

SMS

NE domain

IN

HLR

AuC

SGSN

Billing domain

Mediation

Charging

Billing

Printing

ERP domain

Finance

HRD

Project

Planning

Other domain

DWH Payment AuC

Card Voucher Partner

CRM domain

Call Center Walk-In Self-Service

Order Mgmt Product Self-Service

C

ustomer

Management

Asset

Management

Billing MgmtComplain

Mgmt

Request

Mgmt

ProductLifcycle

Management

VerificationSurvey

Loyalty


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CRM in air line ind ustry

Scheduling

Route Planning

Business

Financial

Human Resource

Payroll

Inventory

External System

Airport AirlineGround

Handlers

Catering Freight Travel Agent

CRM domain

Marketing Campaign Loyalty Customer

Management

AssetManagement

ReservationComplain

Mgmt

Mobile

Service

ProductLifcycle

Management

Multi-ChannelSurvey

Field Svc

Flight Planning

Crew Scheduling

Airport Planning

Catering Planning

Cargo Planning

PurchasingHeavy

Maintenance

Suppliers Immigrations

Customer Touchpoint

Call Center Web PortalCorporate

SalesFF Lounge

Boarding

gatesIn-Flight

Arrival

Lounge

Baggage

Claims


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CRM in f inanc ial ind ustry

Credit Risk

Retail Credit

Regulator

Anti Money Laundring

Broker Compliance

Fraud Detection

Trading Compliance

Product Processor

Treasury Trade Syst ICBS CC Visa CC Amex Amex

CRM domain

Marketing Campaign Loyalty Customer

Management

AssetManageme

ntSegmentationIncentive

Mobile

Service

ProductLifcycle

Management

Partner

ManagementMobile

Sales

Customer

Hub

Corporate Credit

Asset Liabilities

Market Risk

Liquidity Risk

Operational Risk

Operational Risk

Portfolio Mgmt

Billing NCARD

Performance Management

Profitability Fund Tsf Consolidation Reconciliation Accounting HubBudget &

ForecastingActivity Costing


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CRM Technology Providers



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CRM Practice

Introduction

CRM Key Components




CRM Next Generation

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2

3

4

5

6


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What are the implementation challenges?CRM Implementation Challenges

Objective

To discuss implementation challenges

Summarize of what are the common challenges in each

industry


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Implementation Challenges

What customers need to know..

Process

People

Technology

Methods

& Practices

CRMA business strategydesigned to optimize

profitability, revenue and customer satisfaction

Best

Practices

Business processes withdemonstrated ability to

achieve superior results

Key to CRM success

Best Practices Reduce Risk and Accelerate Benefits


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What customers need to know..

CRM is a journey ...

What are the key challenges that you are facing ?

What are your CRM objectives ?

What are the business processes ?

Example :

Create a 360 degree view of the customer

Ensure visibility of the customer and customer relationships at the enterprise

level (passenger, cargo customer, supplier, partner) Have extended enterprise (alliance-wide) visibility of the customer (e.g. Star

Alliance, Oneworld, SkyTeam)

Streamline customer interactions

Deliver consistent customer service regardless of the touchpoint or moment ofinteraction


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Key Success Facto r..

Success Factor Required Commitment

Executive Sponsorship

Business ownership ofprojects

Resourcing of projects

Support for future businessstrategies

Executive sponsorship from Garuda executives is key to business acceptance

Endorse that the solution is being driven in the direction of Garudas strategicobjectives

Steering committee of business representatives throughout project lifecycle

Business Champions (Subject Matter Experts) involved throughout projectlifecycle

Adopt leading practice processes enabled by the enterprise solution

To be staffed by expert resources from Oracle and Garuda

Project resources will be backed by a network of SMEs from Oracle sglobalresource base

Participation of key Garuda SMEs during implementation is critical in ensuring

continual evolution of the solution beyond initial implementation to supportchanging business requirements

Business involvement is key to the success of the implementation


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Change Management..

Recognise where the business is in its development / change cycle

Engagement strategies need to reflect the circumstances and challenges of each

specific phase in the development/change cycle.

Trigger

Shock

Denial

Anger

Bargaining

Anxiety

Demotivation

Re-engagement

Renewal

Building

Growth

Trigger

Decision to Go

Preparing to Leave Transition Continuing changes and challenges


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CRM Practice

Introduction

CRM Key Components




CRM Next Generation

1

2

3

4

5

6


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What are the key trend in CRM system?CRM Next Generation

Objective

To discuss key trend that driving the CRM evolution

Summarize of the next generation CRM solution


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CRM Next Generation

Mob i le Solut ion (of f l ine & o nl ine)

Enable access anywhere Support disconnected sales reps

Increase productivity

Global adoption of smart phone

Growth in Web and Mobile apps

New browser based media tablets

Source: The Alexander Group and Pace Productivity Inc.

2.4 Days

a Week

Change Drivers

Business Implications


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CRM Next Generation

Soc ial Med ia In tegrat ion

Monitor social channels

Develop real-time customer portfolios

Connect to and positively influence thecommunity

Adoption of communication devices

Rapid exchange of information

Shift in power to customers

Change Drivers



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CRM Next Generation

Cloud Solut ion

Rebuild system integrations Adapt to new maintenance schedule

Ensure adherence to security andregulatory requirements

Shrinking IT budgets Pay as you go: OPEX vs. CAPEX

Perceived time-to-value

By 2012, 80%

of Fortune 1000

enterprises will

use some level of

cloud computingservices.

Source: Gartner Customer 360 Summit 2010.

Change Drivers



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CRM Next Generation

Customer Exp erience (CX)

Customer experience (CX)

is the sum of all experiences

a customer has with a

supplier of goods and/orservices, over the duration oftheir relationship with that

supplier.

5 Potential Benefit:

Reduce at-risk revenue. Recover potentially lostcustomers.

Engage existing customers as a sustainable

engine for growth.

Reduce the costs of new customer acquisition

Engage employees. Reduce staff turnover and cost

of hiring

Reduce the cost of customer and employee

feedback infrastructure.


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THANK YOU!

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CRM Guest Lecture 2015

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